SMS is a critical channel for businesses seeking direct communication with their audience. However, seamlessly integrating SMS into your workflow is just as important. The wrong tool can result in compatibility issues, inefficient processes, and clunky operations that undermine your marketing and sales efforts.
We recently explored three popular SMS platforms—HubSpot SMS, Sakari, and Salesmsg—to see how each stacked up in real-world usage. Here’s what we discovered, and why the best choice depends on your specific use case.
What We Needed in an SMS Tool
It’s important to highlight what we were looking for in the right SMS platform. For a growing marketing team, efficiency and integration are key. Here are some important requirements:
1. Seamless Integration with HubSpot
For teams already using HubSpot as their CRM and marketing platform, native integration is a game-changer. We wanted a tool that didn’t require constant syncing or third-party apps to exchange data between platforms.
2. Opt-In Management and Compliance
Staying compliant with SMS regulations (like GDPR and TCPA) was non-negotiable. We needed a tool that could efficiently manage opt-ins and opt-outs and ensure every message sent followed best practices.
3. Automation and Workflows
Every tool we evaluated needed to offer robust automation capabilities. From sending personalized messages at the right time to creating workflows that trigger SMS based on customer behaviors, automation support was a must.
4. Scalable Setup
Whether managing a campaign for 100 customers or 10,000, scalability mattered. We needed something easy to set up that could grow alongside our business.
5. Detailed Reporting and Tracking
From delivery rates to click-through performance, SMS’s transparency is a great asset. Clear tracking and reporting were vital to measure ROI and improve our campaigns.
When To Chose HubSpot SMS (And When It Works Best)
HubSpot SMS works well for use cases centered around marketing automation, workflow integration, and CRM-driven messaging. For teams already using HubSpot as their central hub for sales and marketing, the SMS tool offers a streamlined experience, especially when the goal is to send timely, relevant messages without jumping between platforms.
Here’s where HubSpot SMS stands out:
Native Integration
Because HubSpot SMS is fully embedded within the HubSpot platform, there’s no need for external connectors, APIs, or syncing tools. Everything—from contact lists to workflows—operates within the same system, saving time and reducing the risk of errors.
Opt-In Management
SMS compliance can be tricky, but HubSpot simplifies the process by making it easy to manage subscription statuses directly within the CRM. You can build custom workflows that automatically subscribe contacts who give consent or allow them to opt-in by texting a keyword like "START" to your number.
It’s important to note: if a contact is not explicitly opted-in to the SMS subscription type, the message will not be delivered—so automation here is key.
Automated Workflows
HubSpot’s powerful workflow builder makes it easy to integrate SMS into broader marketing or lifecycle campaigns. Whether it’s a post-demo follow-up, a lead nurturing sequence, or a last-minute event reminder, SMS can be triggered at just the right time with personalized content pulled directly from contact properties.
Setup Efficiency
From the moment your SMS number is approved, getting up and running is quick. You can draft and publish SMS messages right inside the tool, add branded short links for better UX, and configure inbox views to manage incoming replies. Segment tracking also helps keep an eye on character counts and monthly usage.
Unified Reporting
While SMS data isn’t yet available in the custom report builder, HubSpot still provides essential engagement metrics within campaign and contact views. You can track delivery, responses, and opt-out rates alongside your email, form, and workflow analytics for a holistic view of performance.
This setup has been especially useful for our team when launching promotional campaigns or behavior-based follow-ups—times when speed, personalization, and timing make a real impact.
Where HubSpot SMS Falls Short
While HubSpot SMS works well for campaign messaging and automation, it’s not the best fit for everyone:
- One Shared Number: Currently, HubSpot SMS uses one dedicated number for all outbound texts. This is limiting for teams wanting rep-specific conversations or personal inbox routing.
- Clunky for One-to-One Messaging: All messages—workflow-based or one-off—must be built and published from the Marketing > SMS tool. Replies route to the shared conversations inbox, which lacks a true two-way chat feel.
- Limited Custom Reporting: HubSpot SMS isn’t yet supported in the custom report builder, reducing visibility into deeper trends.
Tips for a Smooth Transition to HubSpot SMS
Here are some pro tips to ensure success when adopting HubSpot SMS:
- Register Early: SMS numbers require business verification, which can take 6–8 days.
- Build Opt-In Workflows: Automate SMS consent status before sending any messages.
- Watch Character Counts: Messages over 160 characters count as multiple segments and can increase usage.
- Ensure Proper Number Formatting: Use +1 formatting to avoid delivery issues.
- Set Up Inbox Views: Use filters in the conversations inbox to organize SMS replies by source.
Sakari and Salesmsg: Great Alternatives for One-to-One SMS Needs
While HubSpot SMS proved to be the right fit for our marketing automation needs, both Sakari and Salesmsg are excellent options for teams that require more flexibility around one-to-one conversations, phone number management, and two-way messaging.
Here’s a closer look at what these platforms offer and when they might make the most sense:
Sakari
Stronger Flexibility for Phone Numbers
Sakari offers the ability to assign multiple phone numbers or even use your existing business lines. For sales teams or customer support departments that want each rep to have their own SMS identity, this flexibility is a huge plus.
Robust One-to-One Messaging
Sakari makes it easy to manage ongoing, individual text conversations directly through their platform or via the HubSpot integration. This can create a more personal experience for customers compared to using a shared number.
Integrated Automation
Sakari’s native HubSpot integration allows users to create automated workflows, manage opt-ins and opt-outs, and send personalized texts—making it a strong contender for teams balancing marketing automation with individualized outreach.
Considerations
Sakari feels a little more like an external platform added onto HubSpot rather than a tool fully embedded within it, which may require some additional coordination between the two systems. Reporting inside HubSpot is available, but can be less streamlined compared to email or workflow reporting.
Salesmsg
True Two-Way Texting at Scale
Salesmsg is built for conversation-driven workflows. It’s an excellent solution for businesses prioritizing real-time, two-way communication, allowing reps to send and receive texts easily from assigned local numbers or even from a shared inbox.
Multiple Number Management
Salesmsg offers extensive flexibility for assigning different numbers to different users, supporting businesses that need regional or rep-specific outreach at scale.
Native HubSpot Integration
Salesmsg connects directly to HubSpot, allowing for automation, contact syncing, and reporting tied to contact records. It’s a strong choice for teams wanting deeper conversational capabilities without sacrificing CRM alignment.
Considerations
Compared to HubSpot SMS, Salesmsg involves a steeper learning curve and greater administrative overhead, especially for smaller marketing teams. While it’s powerful, it’s important to ensure your team has the resources to manage and maintain the platform effectively.
Choosing the Right Tool for Your Team
Ultimately, the best SMS tool for your business comes down to what you need most:
- If your primary focus is automated marketing workflows, centralized tools, and ease of setup, HubSpot SMS offers a simple, effective solution fully embedded within the HubSpot ecosystem.
- If you need true conversational texting, multiple dedicated numbers, or more flexible one-to-one engagement, Sakari or Salesmsg are excellent alternatives to explore.
Need help aligning your SMS strategy with your HubSpot platform? Whether you're optimizing automated workflows or enabling real-time conversations, Nextiny can help you choose and implement the right tool for your goals. Contact us today to learn how we can optimize your SMS and HubSpot experience for maximum impact!
