Text messaging has become one of the most direct ways for a campaign to reach voters, donors, and volunteers. But what does it cost? Like most campaign tools, the answer depends on how you use it. This guide breaks down the components of a political texting budget so you can plan with clear eyes.

Note: per-message pricing varies by vendor, platform, carrier fees, and volume, and changes over time. We explain the cost components here rather than quoting rates; a current quote should come from your vendor for your specific program.

The components of a texting budget

Message type: SMS vs. MMS

SMS messages are text-only and limited in length; longer messages may be split into multiple segments and billed accordingly. MMS messages include images or video and generally cost more per message than SMS. Use MMS when visual content genuinely adds value.

Volume

Total cost scales with how many messages you send. A program that texts a targeted list of persuadable voters a few times costs far less than one that messages a large universe repeatedly.

Data and lists

Texting is only as good as the phone numbers behind it. Campaigns may need to budget for matching voter files to phone numbers, cleaning lists, and removing invalid or opted-out numbers. Poor data wastes money on undelivered messages.

Platform and carrier fees

Platforms charge for their software, and carriers impose registration requirements and fees for application-to-person messaging. These costs are often built into per-message pricing but should be understood upfront.

Staffing for peer-to-peer

Peer-to-peer texting involves people sending and responding to messages. Whether staffed by volunteers or paid texters, reply handling takes time — and real conversations are where much of the value lies.

Compliance considerations

Political texting is subject to federal law, including the Telephone Consumer Protection Act (47 U.S.C. § 227), as well as carrier rules and, in some cases, state laws. Requirements differ depending on how messages are sent and whether recipients have consented. Campaigns should honor opt-out requests promptly and consult counsel about the specifics of their program. (Source: 47 U.S.C. § 227; reviewed October 2026.)

How to get more from your texting budget

  1. Define the goal. Voter ID, persuasion, fundraising, and GOTV call for different messages and lists.
  2. Target carefully. Send to voters who matter for that goal, not everyone with a phone number.
  3. Write tight copy. Shorter messages reduce segment costs and are more likely to be read.
  4. Time it right. A GOTV reminder the day before early voting begins can be worth more than several messages months earlier.
  5. Measure and adjust. Track responses, opt-outs, and conversions, and refine as you go.

Learn more about our political SMS marketing programs.

Next step

Schedule a campaign consultation to talk through a texting program sized to your goals and budget.