Markets & Limits Overview
Markets and limits are designed to improve deliverability, flexibility, and predictability, while aligning with how carriers bill SMS traffic.
Markets control where your phone numbers come from
Limits control how much outbound batch messaging you can send
Inbox messages, inbound replies, outbound inbox messages, and drip/follow-up sequences do not count toward limits.
Markets (Area Codes)
What is a Market?
A Market is a bundle of phone numbers that all share the same area code.
How Markets Are Used
Phone numbers within a Market are rotated automatically when sending batch messages
Rotation improves deliverability and response rates
Best practice is to match the Market area code to the Prospect’s location for higher engagement
Why Markets Matter
Better local presence
Reduced carrier filtering
Higher reply and conversion rates
How Many Markets Are Included?
The number of included Markets (area codes) increases as you move up plan tiers. You can also add extra Markets at any time for additional flexibility.
Markets Included by Plan Tier
Plan Tier | Included Markets | Extra Markets Available | Extra Market Price |
LITE | 2 | Yes | $15/Market/month |
CORE | 4 | Yes | $15/Market/month |
PRO | 5 | Yes | $15/Market/month |
PRO+ | 6 | Yes | $15/Market/month |
ENTERPRISE | 6-7 (Varies by agreement) | Yes | $15/Market/month |
Each Market includes multiple phone numbers. Adding a Market increases area code flexibility, not messaging volume. To increase the volume you’ll need to upgrade your subscription plan.
Limits Explained
What Counts Toward Limits?
Only outbound batch messages count toward limits
Inbox messages (inbound + outbound), follow-ups, and drips do not count against the texting limits
Segments vs Messages
Industry Standard Segment Counting
We are moving to industry-standard segment-based counting:
Up to 160 characters = 1 segment
161–320 characters = 2 segments
Messages longer than 320 characters continue to add segments
Carriers bill per segment, not per message — this change aligns limits with actual network costs.
Why Segments Matter
Each segment is deducted from your daily limit
A single message may count as multiple segments if it exceeds 160 characters
You can check out this article to learn more about segments.
Daily & Monthly Limits
Limits are based on segments, not messages, and vary by plan tier.
Segment Limits by Plan Tier
Plan Tier | Daily Segment Limit | Monthly Segment Limit |
LITE | 750 | 12,500 |
CORE | 1,500 | 25,000 |
PRO | 3,000 | 60,000 |
Extra Volume Options
Legacy Plans
No extra volume add-ons available
Limits are fixed
New Plans
Add-on segment blocks available:
Daily: 300 / 600 / 900 segments
Monthly: 1,000 / 3,000 / 5,000 segments
Add-ons are best used as temporary boosts
Upgrading your plan is more cost-effective for long-term growth
Limit boost functionality is coming soon for new plans.
Usage Allocation by Plan Type
| LITE | CORE | PRO | PRO PLUS | ENTERPRISE |
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Subscription | $497 / mo | $797 / mo | $1497 / mo | $2297 / mo | Contact Us |
Daily SMS (segment) Limit | 750 | 1500 | 3000 | 4500 | 6000 - 12000 |
Monthly SMS (segment) Limit | 12500 | 25000 | 60000 | 90000 | 150000 - 300000 |
Markets Included | 1 | 2 | 3 | 4 | 5 - 7 |
Markets Available | 7 | 7 | 7 | 7 | 7 |
Users Included | 1 | 1 | 2 | 3 | Unlimited |
Users Available | 1 | 2 | 5 | 5 | Unlimited |
Skip Trace | $0.13 | $0.12 | $0.10 | $0.10 | $0.10 |
Voice Calls | $50 / qtr | $50 / qtr | $50 / qtr | $50 / qtr | $50 / qtr |
Voice Calls - 300 min Top-up | $5 | $3 | $2 | $2 | $2 |
Provider Fees | $22 | $55 | $85 | $135 | $185 |
Legacy Plans
Limits are divided equally across all available Markets
New Plans
Limits are fully flexible
You decide how to allocate usage across Markets
No forced equal distribution
This enables you to prioritize high-performing area codes without opening multiple accounts.
Frequently Asked Questions (FAQ)
1. This seems more expensive. Why the change?
If your templates stay under 160 characters, you actually get more messages for the same price.
2. Can we stay on the old system?
The old system doesn’t align with how carriers bill. Segment billing reflects real network costs and prevents unexpected message splitting. Carriers are standardizing this industry-wide.
3. What if merge fields push us over 160 characters?
Segments give predictable outcomes. If a merge field creates a second segment, it’s counted accurately. Our copywriting team can optimize your templates free of charge to help you stay within 160 characters.
4. Are our limits going to be too low?
Limits are calibrated to existing usage. Most customers don’t fully use their current allocation. Segments offer more accurate and flexible measurement, not penalties.
5. What if we don’t want to upgrade?
You can purchase add-on segment blocks as a temporary solution. They are more expensive than upgrading, and a TME can help align your plan with your actual business needs.
6. Why are provider fees increasing?
Provider fees reflect carrier costs. In return, you gain:
$15 additional area codes
Free inbound, outbound inbox messaging, and drips
Free website builder (others charge $49)
Upcoming AI template builder at no cost
7. We don’t want to switch during the holidays.
You can switch anytime between December 17th and January 5. Most customers switch early to test templates before Q1 campaigns.
8. We have multiple accounts and don’t want to consolidate.
Consolidation is optional. If you opened extra accounts just for more area codes, you can now do that under one account. If volume is the priority, we can help upgrade multiple accounts into a single higher-volume plan.
9. Why is this change necessary?
This update aligns with:
Carrier standards industry-wide
Cost of doing business
It also enables multiple area codes across all plans, from LITE to ENT.
10. Do we need to learn a new workflow?
No. Your sending process stays the same. The backend handles segment calculations automatically. Shorter messages generally convert better, and free template reviews are available.
For questions or optimization help, reach out to your Text Marketing Expert or support team.