Create SMS Campaign


Ensure to complete the one-time configuration of Configure SMS channel before you send SMS using MoEngage.

To create an SMS campaign,

  1. Navigate to MoEngage Dashboard > Campaigns,
  2. Click Create Campaign > Outbound > SMS
  3. Click on one of the campaign types below to create the SMS campaign:
    • One Time 
    • Periodic
    • Event Triggered


Target Audience


Follow these steps to create a name and select the target audience for the SMS campaign:

  1. Type the name, select the user attribute such as the mobile number and create campaign tags to easily search for the created SMS campaign.
  2. If the campaign type is an Event Trigger, then SMS campaigns are sent based on trigger conditions. For example, you want to trigger an SMS when the user has opened the app and has not made a purchase within two hours of opening the App.


  3. Select the target audience from one of the following:

    • All users - This allows you to target all your users

    • Filter users by - Allows filtering of users based on the following options:

      • User Property - Allow you to target your user based on user property such as first seen, last seen, city, and so on.

      • User Behaviour - Allow you to target your user based on user behavior based on the event such as app/site opened, viewed product, and so on. 

      • User Affinity - Allow you to target your user based on user affinity such as predominantly notification clicked, the minimum number of times email is viewed on the browser, and so on. For more information on user affinity, refer to Affinity Segments.

      • Custom Segment - This allows you to target a pre-created custom segment.

  4. Control Groups


    You can enable the control groups to which you want to send the promotional campaign.

    In the Enable Control Group section

    1. Click Global Control Group to not send the campaign to all the users in the control group.
    2. Click the Campaign control group to not send the particular campaign to the control group.
      For more information about control groups, refer to Control Group.

    Click Next or use the tabs on the top of the create campaign navigation to move to the "Content" tab.


You can create the content for the SMS campaign using the following options:

      • A blank template where you fill in the required details for all the fields.
      • A custom template that pre-populates the data from the templates uploaded to MoEngage using the SMS Template APIs.

Create Content using a Blank template

Choose the blank template and follow these steps to create the content for the SMS campaign:


  1. Select the SMS Connector from the SMS sender drop-down. 
    268368DA-C881-4A7A-9908-4E28D48A3861_1_201_a.jpeg.                                        In the case of connectors that come under DLT regulations such as ICS, GupShup, and Kaleyra, it is mandatory to display the Template ID information as shown below. For more information on DLT regulations, click here.SMS_Content_UI_With_Template_ID.png
  2. Follow these steps to create the content for the SMS:
    • Type the content that is displayed in the SMS in Message.
    • Personalize your message by typing @ in the message box.
    • In case the attribute chosen is not available for the user or there is some failure in displaying the attribute, we can choose a fallback option as shown above. We can choose 'No Fallback' in which case there is no alternative to the failed attribute, we can choose not to send the SMS or we can replace the failed attribute with a text of our choice using the 'Replace text' option.
    • You will see the character count of your message as well as SMS count.
    • Add the URL in the SMS message to track SMS click for the URL.
      MoEngage will use URL shortening services to shorten your URL and then track the users who clicked the URL.
  3. To add a locale to the campaign, click AddLocale.png at the top right corner of the content creation step. You will have the option to add a new locale or add an existing locale to the campaign. For more information, refer to Localize campaign message.
  4. To add a variation to the campaign, click AddABTesting.png at the top right corner of the content creation step. You will have the option to add a new variation or copy the existing variation. Once added, you can see the variations as tabs on the top ribbon above the content editor, as shown below.Variations_Added.pngYou can specify the user distribution for each variation by clicking the UserDistribution.png, available at the top right corner. For more information, refer to A/B Testing.

Custom Template



This is a Beta Feature. To enable it, reach out to your CSM or drop us an email at

Custom templates are uploaded to MoEngage using the Custom SMS Template API. For more information, refer to Custom Template API. This option helps you have a pre-defined set of templates that are created outside the MoEngage ecosystem. You can reuse these templates, preview them on the dashboard and use them for sending campaigns to your customers.

You can do the following in the custom templates section:

      1. Select a template - Click on a template to select it.
      2. Sort templates  - Click the Sort.pngicon to sort the templates in ascending or descending order of the last modified time of the template.
      3. Search templates - Type the template name in the search box at the top right corner of the custom templates section to search for a specific template.
      4. Preview a template - You can preview a template by hovering over it and clicking the PreviewIcon__1_.png icon that appears, as shown below.PreviewCustomSMSTemplate.gif

Once you select a custom template, it will be loaded in the UI with details of all the fields in the template. You will be able to view the fields but only edit them if you have the 'Edit Templates' permission.


      • Any user with the following roles will be able to edit the templates: Default Admin, Manager, and Marketer.
      • To enable edit access for other users, they must be given the 'Edit Templates' permission.

Test your SMS campaign (Optional)

Test campaigns enable previewing the campaign on a test device to make sure your intended message is being conveyed in your desired way. You can test the campaign you have just created by selecting the mobile number registered with MoEngage and providing the value for a test user.


Click Next or use the tabs on the top of the create campaign navigation.

Schedule and Goals

Follow these steps to set the schedule for which the SMS campaign is sent and conversion goals for the SMS campaign.


In Send Campaign, select one of the following:

Three types of schedules are available for SMS Campaigns: One Time, Periodic, and Event Triggered.

One-time Periodic Event-Triggered
Field Description
As soon as possible

Sends the campaign immediately to the target users.


At a particular date and time

Send the campaign at the specified time, time zone, or predicted time.

Select one of the following:

Field Description
At fixed time

Follow these steps to send the campaign on a specific date and time.

  1. Select the campaign time zone
  2. Set the start date 
  3. Set the send time at which the campaign is sent.CreateSMS_SendAtFixedTime.png
  4. Select AM or PM
Send in the user time zone

Follow these steps to send the campaign on a specific date and time within the time zone of the user.

  1. Select the campaign time zone
  2. Set the start date 
  3. Set the send time at which the campaign is sent.CreateSMS_SendInUserTimeZone.png
  4. Select AM or PM
  5. Select Yes, send it to deliver the campaign in the time zone
    Select No, don't send it to not deliver the campaign in the time zone.
Best time to send (Sherpa)

Follow these steps to send the campaign based on the MoEngage intelligence determined date and time.

  1. Select the campaign time zone
  2. Set the start date 
  3. Set the start time at which the campaign is sent.CreateSMS_BestTimeToSend.png
  4. Select AM or PM
  5. Set the time until which the campaign is sent to users. (Send messages based on best time only till)
  6. Select AM or PM
  7. Click View best time distribution to see how the best time is distributed in a graph.
  8. Select Send message at start time or end time to send the campaign outside of the user's best time.
    Select Do not send message to not send the campaign.
  9. Select Yes, send message at 2:28pm to send the campaign at the set time when the user is not available during the best time.
    Select send at the app best time to send the campaign based on the set best time in the app.
    Select Do not send to not send the campaign.

For more information, refer to the Best time to send.

 Conversion Goals

Set the conversion goal for the SMS campaign. You can set up to 5 conversion goals to be tracked for a specific campaign

Set Attribution window

Attribution Window is the maximum time duration, from the time user received/clicked the campaign, for which a conversion goal will be tracked. The default duration is set for 36 hours while the maximum attribution window can be set up to 10 days. In the example below, the attribution window is set to 36 hours.


  • Click Ignore Frequency Cap to ignore the capping for your SMS campaign when you want to ignore the capping but want this campaign to be counted. For example, the frequency capping value is set to three. You have sent three campaigns today to a group of users. You realize that the SMS triggered by this campaign is urgent and should go on high priority even though some customers have already received three campaigns. If you will use Ignore Frequency Cap, people who have already received 3 campaigns will receive this one as well. If you use Count for Frequency capping, people who would have received 2 communications already and send this as well, their receipt count will become 3 after this campaign is sent.
  • Type the number of requests per minute sent for the SMS campaign. For example, send the request URL with a default of 60,000 rpm (minimum of 60,000 requests per minute and maximum of 200,000 requests per minute).

If you have successfully created the campaign, you will be taken to the Analytics page. For more information refer to Campaign Analytics.


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