SMS templates – Ometria Help Centre

Create and manage templates for your SMS sends in the Templates screen.

Unlike email templates, there are no master templates for SMS.
You can only build SMS templates in plain text, not in rich text.

Saved templates

You can find all of your saved templates for SMS in the Templates screen.

Go to: Campaigns > Templates > Text messages:

Choose an action for any of your existing SMS templates:

Option	Description
	Preview Click to see a preview of this template.
	Edit Click to open the visual editor and make changes to this template.
	Select this button to: Duplicate the template (make a copy) Archive your template Archived templates can be unarchived at any time.

Create a new SMS template

Select Create new template to get started.

The SMS template builder displays and you can start working on your new template:

Screenshot 2025-04-10 at 17.03.21.png

Emojis

You can add emojis to your SMS templates directly from the template builder.

Emojis are unicode characters, which means that if you include an emoji in your SMS message the character limit is 70.

See also: SMS message length

Merge tags

You can use any of Ometria's automation merge tags in your SMS templates.

Product recommendations are not supported for SMS yet.

The merge tag for sending a double opt-in request to existing contacts is {{ double_optin_url }}

Note: Ometria uses Jinja conditions for personalisation fallbacks - i.e. if you use {{ profile.name }} and no profile name is found. See: Jinja fallback conditions.

Quickly insert a merge tag by clicking on the { } button in the Message field:

add merge tags to SMS.gif

Estimated characters remaining

As you type, Ometria calculates the message length and indicates how many SMS this message will require.

See: SMS message length

Note: The number on screen is an estimate and the actual size can differ based on the data in your merge tags and URL length.

Automatically shorten links

When you toggle this option on, Ometria automatically shortens the URLs in your SMS to 15 characters.

Ometria's shortened URL format is: omtr.co/XXXXXXX

You should always use full length URLs prefixed with http:// or https:// - e.g. http://www.[my-brand].com/shoes

Warning: Please don't use an external link shortening service, as generically shortened URLs can affect SMS delivery rates.

Include UTMs in links

When you toggle this option on, Ometria appends your SMS tracking parameters to your links.

If you're also using the Automatically shorten links toggle, your UTMs are included in the shortened link.

Include unsubscribe link

When you toggle this option on, Ometria automatically adds an unsubscribe link merge tag to your message.

In most markets you are legally required to provide a way for your contacts to opt-out of receiving SMS communications from you.

Note: If the {{ url.unsub }} merge tag is followed by more text you must include a whitespace character between the link and text (you can just use a space). If you don't, the text is treated as part of your unsubscribe link.

Save and publish your template

Select Save to save your changes.

Select Save & Publish to save your changes and use this template in your automation campaigns.