Most people read a text message within minutes. Emails sit unopened and social posts get lost in the feed, but a text lands right in someone's pocket. That makes SMS one of the most direct ways for a local business to bring customers back. This guide explains how SMS marketing for small business in Australia works, what the law requires, and how to send texts that customers actually welcome.
What SMS marketing is
SMS marketing means sending text messages to customers who have agreed to hear from you. It covers promotions, seasonal offers, service reminders, booking confirmations and review requests. For tradies, clinics, salons and online stores, it is a simple way to stay in touch without paying for every click.
There are two broad types of texts. Transactional texts confirm or remind people about something they already arranged, such as an appointment. Marketing texts promote an offer or ask someone to buy or book again. The law treats marketing texts more strictly, so it pays to know the difference.
Why SMS works for local businesses
- It gets seen: people check their phones all day, and a short text is quick to read
- It is personal: a text from a business you know feels closer than an email blast
- It drives action: a link or a reply option makes it easy to book, buy or call
- It is low cost: you pay per message, with no ad auction or bidding
- It suits repeat work: services, check ups and refills are perfect for a friendly reminder
The rules: the Spam Act 2003
In Australia, marketing texts are covered by the Spam Act 2003. The Australian Communications and Media Authority (ACMA) enforces it. The ACMA guide to avoid sending spam sets out three things every marketing message needs.
1. Consent
You must have consent from each person before you send them marketing. Express consent is best practice. People can give it by filling in a form, ticking a box on your website, over the phone or face to face. ACMA notes that you cannot send a text to ask for consent, because that text is itself a marketing message.
Keep a record of who gave consent, when and how. Under the Spam Act, it is up to you to prove you had it. Be careful with bought lists. You are still responsible for consent on every number you use.
2. Identify yourself
Every message must accurately identify your business and include correct contact details. Use your business name, or your name and ABN. ACMA says this information must stay correct for at least 30 days after you send the message.
3. Make it easy to unsubscribe
Every marketing text needs a clear way to opt out, such as "Reply STOP to opt out". ACMA says you must honour an unsubscribe request within 5 working days. Unsubscribing must not cost more than a standard text, must not require a login or extra personal details, and must keep working for at least 30 days after you send the message.
How to build an SMS list the right way
A small list of people who want your texts beats a big list of strangers. Here are simple ways to grow it:
- Add an SMS opt in tick box to your website booking or enquiry form
- Ask at the counter or at the end of a job, and note it in your records
- Offer a sign up at checkout on your online store
- Put a QR code on invoices, receipts or flyers that links to a sign up form
- Explain what people will get and how often, so there are no surprises
Keep your list in one place. A CRM that stores each contact's consent and unsubscribe status makes compliance much easier. Our guide to a small business website with a CRM explains how to connect your forms to your customer list.
Texts that work for Australian small businesses
Appointment and booking reminders
A reminder the day before cuts no shows and saves wasted time. Add a reply option so customers can confirm or reschedule.
Service and rebooking reminders
Many jobs repeat. Think gutter cleans, air con services, dental check ups, haircuts and pet grooming. A friendly text when the next one is due brings work back without any ad spend.
Review requests
Send a short text with your Google review link soon after the job is done. Happy customers are most likely to leave a review while the experience is fresh. Our guide to a Google Business Profile for tradies covers why reviews matter so much for local search.
Offers and seasonal promotions
Use these sparingly. A winter heating check, an end of financial year sale or a new product launch can work well. Make the offer clear and give one simple action.
Abandoned cart and back in stock texts
For Shopify and other online stores, a text can remind shoppers who left items in their cart, or tell them a product is back. Only send these to customers who agreed to receive marketing texts.
Missed call text back
When you cannot answer, an automatic text lets the caller know you will get back to them. It keeps the lead warm instead of sending it to the next business on Google. Our article on an AI receptionist for tradies shows how to stop missing calls altogether.
How to write a good marketing text
- Start with your business name so people know who it is from
- Keep it short. One idea per message is enough
- Give one clear action, such as a booking link or "reply YES"
- Use plain words and avoid all capitals
- Include your opt out instruction every time
- Read it on your own phone before you send it
Here is a simple example for a plumber:
Hi Sam, it's Bayside Plumbing. Your hot water system is due for its yearly service. Book a time here: [link]. Reply STOP to opt out.
When and how often to send
Send during business hours, when people are awake and able to act. Avoid early mornings, late nights and public holidays unless the message is urgent. For marketing texts, quality matters more than volume. Many small businesses do well with one or two offers a month, plus reminders when they are actually useful. If unsubscribes jump, you are sending too often.
SMS and email work best together
SMS is great for short, timely nudges. Email is better for longer content, newsletters and product details. Using both gives customers the right message in the right place. Our guide to email marketing for small business in Australia covers the email side, and the same Spam Act rules apply to both.
Common mistakes to avoid
- Texting numbers that never gave consent
- Buying a list and assuming it is compliant
- Leaving out your business name or opt out instruction
- Taking longer than 5 working days to remove someone
- Sending too many promotions in a short time
- Texting late at night
- Sending a link that does not work on mobile
Doing it yourself or getting help
You can start SMS marketing with a simple tool and a small list. The hard part is keeping consent records, automating reminders and connecting texts to your bookings and website. SEOMAX helps Australian small businesses set this up with SEOMAX's own software. Your website forms, CRM, reminders, review requests and missed call text back all work together in one place.
Frequently asked questions
Is SMS marketing legal in Australia?
Yes, as long as you follow the Spam Act 2003. You need consent, you must identify your business, and every marketing text must include a working way to unsubscribe.
Can I text customers who bought from me once?
Be careful. ACMA says inferred consent does not cover sending marketing just because someone bought something from your business. The safest approach is to ask for express consent, for example with a tick box at checkout.
Do appointment reminders need an unsubscribe option?
A purely factual reminder about a booking the customer made is not the same as a marketing text. If the message also promotes an offer or asks them to buy, treat it as marketing and follow all the Spam Act rules.
How fast must I process an opt out?
ACMA says you must honour an unsubscribe request within 5 working days. Most SMS tools can remove people automatically when they reply STOP.
How often should a small business send marketing texts?
There is no fixed number. Many small businesses send one or two offers a month plus useful reminders. Watch your unsubscribe rate and slow down if it rises.
Can SEOMAX set up SMS marketing for my business?
Yes. We set up SMS reminders, review requests and missed call text back using SEOMAX's own software. Request a free demo to see how it works for your business.
Get a free demo
Want more repeat customers without more ad spend? We will show you a free demo of how SMS, reviews and lead follow up can work for your business, with no obligation. Request your free demo or call 03 8400 0295.
