SaaS friends - Stop reimplementing messaging features 🛑 🫷🦺🫸 🛑

Chandler Craig — Wed, 02 Jul 2025 23:48:58 +0000

Everyday, somewhere in the world, a SaaS product team reimplements the same set of messaging features

A handful of the most common:

📝 Code and low-code template editors for email and SMS
🛤️ Journeys for event-triggered messaging workflows
🔊 Broadcasts for one-off sends
⏱️ Real-time user segmentation engine

This is particularly true for vertical SaaS

Consider the example of an app for healthcare providers: the providers may want to automate SMS to patients when a prescription refill is available. Or maybe there's an app for property managers that needs to let managers email tenants when a lease is up for renewal. It’s a non-trivial lift to build this suite of tools. Engineering teams regularly take 6-12 months to implement them, not to mention the ongoing maintenance requirements.

Let's stop doing this

Engineers' time is valuable, and a company's development speed is often it's greatest asset.

If messaging software isn't your core business, building it is going to slow you down and take you off-course. So why not embed messaging in your app? Dittofeed’s Embedded Components wrap up features from its existing open-source messaging automation, allowing them to be embedded within your own application.

Embedded Components can be consumed using styled iframes, unstyled react components, or by using Dittofeed as a headless API to rebuild your own components from scratch.

There's no need to keep building this stuff. It's hard and boring.

SMS API Pricing: 8 Companies to Compare

Chandler Craig — Tue, 30 Jan 2024 22:52:43 +0000

If you’re in a buying position for an SMS API, you’re probably working within a departmental budget, meaning you’ll need to estimate your total cost across some timeframe to obtain a final sign-off on your purchase.

Glancing at product pricing pages in the SMS API space may overwhelm you with the sheer amount of pricing options and tiers. To help ease the stress of SMS cost estimation, we’re going to walk through some popular products and how their pricing works.

The Pricing Model

Volume-based pricing tends to be the industry standard pricing model for SMS APIs and message-sending platforms more broadly. There are several buyer-side and seller-side benefits to this. With volume-based pricing, the primary benefit to the buyer is the decrease in the price per unit as the total volume increases. In our case, the unit is a single SMS message sent or received by a company engaging in SMS marketing.

Platforms like Twilio and MessageBird can offer volume-based pricing due to the non-linear nature of their operational costs. Your company doubling the number of messages sent with Twilio doesn’t double Twilio’s operational costs associated with your company’s account. Economies of scale and high fixed costs (e.g., infrastructure setup) to incremental cost (e.g., network carrier fees) ratio mean that the volume-based model often makes the most sense for SMS API pricing.

Understanding Volume Tiers

You can think of volume-based pricing as the wholesale approach. The more you buy, the less you pay per unit. Many major SMS platforms offer multiple tiers of pricing for text messages based on volume ranges.

How they structure and price these volume ranges is one of the primary ways they compete for your business. For example, Platform X considers 1-50,000 monthly messages a small volume. In this range, the price per message is high, but the moment users cross over into their medium volume tier of 50,001-150,000 messages per month, the cost per message decreases drastically. The price per message doesn't fall very much in the large volume tier of >150k messages/month. With this pricing structure, Platform X competes for the business of companies likely to use a medium volume of messages.

8 SMS APIs to Compare

Let’s compare some of the most popular SMS APIs to compare their volume ranges and costs per message. Keep in mind that these are all United States-based prices. To find country-specific pricing, follow the link to each platform’s SMS pricing page below and download their international pricing documents.

1. Twilio

Pricing

Small Volume (1-150,000 messages/month): $0.0079/message
Medium Volume (150,001-300,000 messages/month): $0.0077/message
Large Volume (300,001-500,000 messages/month): $0.0075/message
Extra Large Volume (500,001-750,000): $0.0073/message

Pros

Highly customizable and straightforward API
Established product with great integrations

Cons

There are cheaper options

2. Vonage

Pricing

Sent messages (all volumes): $0.0078/message
Received messages (all volumes): $0.0062/message

Pros

Strong international support
Reliable delivery
Reasonable pricing for received messages

Cons

UI is complex to navigate and unintuitive
No volume tiers

3. Plivo

Pricing

Non-volume-based: $0.0055/message
Volume-based: must contact sales for a quote ($1,000/month minimum commitment to qualify)

Pros

More affordable than competitors
Helpful customer support

Cons

Comparatively limited documentation/resources (will need to lean on human support more than average)
Although customer support is helpful, response times can be slow
High monthly minimum to qualify for volume-based pricing

4. ClickSend

Pricing

Small Volume (1-5,000 messages/month): $0.0251/message
Medium Volume (5,001-50,000 messages/month): $0.018/message
Large Volume (50,001-150,000 messages/month): $0.0121/message
Extra Large Volume (150,000+ messages/month): $0.009/message

Pros

Free inbound text messages for every tier
Consistent delivery

Cons

2nd most expensive on the list if you plan on primarily sending messages as opposed to receiving them
Difficult SMS templating interface

5. MessageBird

Pricing

Non-volume-based: $0.0071/message
Volume-based: must contact sales for a quote (unspecified minimum commitment to qualify)

Pros

High message delivery rate
Straightforward API

Cons

Monthly minimum to qualify for volume-based pricing
High SMS authentication costs

6. Bandwidth

Pricing

Sent messages (all volumes): $0.005/message
Received messages (all volumes): free

Pros

Great pricing
Dashboard is user-friendly

Cons

Phone number porting is difficult
Toll-free number setup is a pain
No volume tiers

7. Sinch

Pricing

Sent messages (all volumes): $0.0078/message
Received messages (all volumes): $0.0078/message

Pros

API supports a ton of languages
Short-code management is more accessible than other platforms

Cons

Expensive
Focused on serving the EU and making accommodations for EU carriers (could be a pro if that’s where you live 😉)
No volume tiers

8. TextMagic

Pricing

Sent messages (all volumes): $0.049/message
Received messages (all volumes): $0.02/message

Pros

Multiple number sending
Great deliverability rates

Cons

Most expensive on the list
No volume tiers

🏆 The Winner

Twilio SMS takes our top spot. It’s a reliable, industry-standard tool with fair pricing, solid deliverability, and excellent customer support. The API is easy to work with, and online documentation/resources are abundant. Sure, there are cheaper alternatives, but Twilio’s SMS platform provides a premium product at a moderate price.

Additional Considerations

Long Codes, Short Codes, & Toll-free Numbers

Three kinds of phone numbers are used to send SMS: long, short, and toll-free. Pricing will vary depending on which one you use.

Long codes are standard numbers (10 digits in the US). They’re occasionally cheaper than short codes, but their throughput (aka the number of messages that can be sent or received in a given period) isn’t adequate for most mass messaging use cases.

Short codes are 5-6 digit numbers that are made for high throughput messaging for marketing campaigns and alerts. Because of this, more goes into a carrier approving short codes, which can sometimes be slightly more expensive on a per-message basis. However, they’re absolutely what you should be using for marketing and alerts.

Toll-free numbers are 1-800 numbers that also allow for high throughput. Theoretically, you could use these for marketing and alerts, but most companies choose not to due to popular perceptions about what 1-800 numbers are for. The general public tends to associate toll-free numbers with customer support, so that’s how companies continue to use them for SMS.

Carrier Fees

The major cell carriers in the US– T-Mobile, Verizon, and AT&T– all charge $0.003 for outbound SMS across all three phone number types (long, short, and toll-free), with T-Mobile being the only one also to charge $0.003 for inbound SMS. Some carriers charge no fees at all, and some charge more than the big three carriers. It’s important to note that carrier fees are on top of the SMS costs associated with the platforms discussed above, so make sure to budget them into your total cost.

Sent & Received Pricing

Just like carriers, some SMS platforms charge more for messages their users send than for messages they receive. And some platforms don’t charge anything for received messages! It’s essential to consider your business use case before deciding on an SMS platform. If you’re running a marketing campaign that asks customers to text back and engage with your content, you’ll want to choose software that doesn’t penalize you.

Scheduling SMS Messages with Low-code Interfaces

One of the issues with SMS platforms is the technical knowledge required to operate their APIs. Low-code tools for creating, sending, and scheduling messages are useful for non-technical team members. Using tools like Dittofeed or Pardot, which integrate with SMS APIs like Twilio, non-technical people can automate the entire process of segmenting and messaging customers.

Pricing as you Scale

Although the price per unit can decrease as volume increases, every platform has a floor of how low they’re willing to go on cost per unit (some don’t have volume-based pricing at all). Eventually, when a company sending SMS gets large enough, building these systems in-house generally makes more sense. Luckily, there are open-source products that can decrease your SMS marketing costs and maintenance required to do this, making it much cheaper than using closed-source, third-party software.

Final Thoughts on the Importance of SMS APIs

Google is finally cracking down on third-party cookies due largely to pressures from the EU’s General Data Protection Regulation (GDPR). Third-party cookies have been a significant way advertisers target their customer base for the past decade. Without them, companies will need to turn to new tools.

SMS marketing campaigns sent via SMS APIs effectively utilize first-party data to market and sell to your customers. They allow companies to circumvent the negative impacts of diminished ad-targeting power.

First-party data is the future. We strongly recommend getting ahead of the curve while countries worldwide continue to impose new data regulations.

DEV Community: Chandler Craig

SaaS friends - Stop reimplementing messaging features 🛑 🫷🦺🫸 🛑

Everyday, somewhere in the world, a SaaS product team reimplements the same set of messaging features

This is particularly true for vertical SaaS

Let's stop doing this

SMS API Pricing: 8 Companies to Compare

The Pricing Model

Understanding Volume Tiers

8 SMS APIs to Compare

1. Twilio

2. Vonage

3. Plivo

4. ClickSend

5. MessageBird

6. Bandwidth

7. Sinch

8. TextMagic

🏆 The Winner

Additional Considerations

Long Codes, Short Codes, & Toll-free Numbers

Carrier Fees

Sent & Received Pricing

Scheduling SMS Messages with Low-code Interfaces

Pricing as you Scale

Final Thoughts on the Importance of SMS APIs