Creating Effective SMS Templates: Tone, Length & CTA Best Practices in Kenya.
September 8, 2025
written by Maingi
Introduction
In Kenya’s fast-growing digital economy, SMS remains one of the most effective channels for reaching customers. Whether you’re a retail store, NGO, SACCO, school, or church, text messaging is direct, affordable, and widely accessible across Safaricom, Airtel, and Telkom networks.
However, success doesn’t just depend on sending messages—it depends on how you craft them. The right tone, length, and call-to-action (CTA) can determine whether your message drives action or gets ignored.
At SMSLeopard, we help Kenyan businesses and organizations not just send SMS, but send impactful SMS. This guide covers best practices for SMS templates, with real examples and actionable tips.
Why Templates Matter
Using well-structured templates saves time, ensures consistency, and improves campaign results. Benefits include:
Faster campaign creation.
Professional and consistent communication.
Improved engagement with clear CTAs.
Ability to A/B test different versions.
Best Practices for SMS Templates
1. Keep It Short and Clear
SMS has a 160-character limit per credit. Longer messages consume more credits and may reduce impact.
Be concise, avoid jargon, and get straight to the point.
Example: “Hello Mary, your electricity bill of Ksh 2,300 is due today. Pay via M-Pesa Paybill 123456 to avoid disconnection. – PowerCo”
2. Use a Conversational but Professional Tone
Strike a balance between friendly and credible.
Address the customer by name for personalization.
Example: “Hi James, thanks for shopping with us! Use code WELCOME10 to get 10% off your next order. Shop now 👉 www.mystore.co.ke”
3. Always Include a Clear Call-to-Action (CTA)
Tell recipients exactly what to do next—pay, register, visit, reply, or click.
Place the CTA towards the end for emphasis.
Examples:
“Reply YES to confirm attendance.”
“Dial *123# to renew your subscription.”
“Click link to order today.”
4. Personalize Where Possible
Use customer data (name, due date, account number) for relevance.
Personalized SMS builds trust and higher response rates.
Example: “Hello Sarah, your SACCO loan repayment of Ksh 5,000 is due on 28th Aug. Pay via Paybill 765432 to avoid penalties.”
5. Match Tone to Audience and Purpose
Business Updates → Formal & clear.
Promotions → Energetic & urgent.
NGO/Church Alerts → Warm & community-driven.
Examples:
Formal: “Reminder: Your insurance policy 4589 expires on 30th Aug. Renew now to stay covered. – SafeLife Insurance”
Promotional: “ Flash Sale! Up to 50% OFF on electronics. Shop today at www.myelectro.co.ke. Don’t miss out!”
Community: “Join us this Sunday at 10am for our youth service. All are welcome. – Faith Church”
6. Respect Timing & Frequency
Send messages during business hours (8 AM–8 PM) unless urgent.
Avoid spamming—too many messages cause opt-outs.
Examples of Effective Templates by Category
Promotional SMS “Hi Anne, get FREE delivery on orders above Ksh 1,000 this weekend. Shop now www.shopkenya.co.ke”
Appointment Reminders “Dear Patient, your appointment with Dr. Kimani is scheduled for 2 PM tomorrow at Nairobi Hospital. Reply 1 to confirm.”
NGO/Campaigns “Support children’s education today. Donate Ksh 500 via M-Pesa Paybill 123456. Every contribution counts.”
Church Updates “Shalom! Our midweek service starts at 6 PM today. Join us for worship and prayer. – Faith Chapel”
Why Use SMSLeopard for SMS Templates?
SMSLeopard simplifies template creation and deployment:
Template Library – Save and reuse messages.
Personalization Tags – Insert names, balances, or dates automatically.
A/B Testing – Compare templates for better results.
Analytics – See which templates perform best.
Multi-Channel – Extend SMS campaigns to WhatsApp via ChatSasa.
Conclusion
Crafting the perfect SMS isn’t just about sending words—it’s about creating short, compelling, and action-driven messages that connect with your audience. By following best practices in tone, length, and CTA design, you can transform SMS into a powerful business growth tool.
With SMSLeopard, you don’t just send SMS—you send messages that convert.
Ready to create effective templates for your business? Log in to SMSLeopard today and start building SMS campaigns that work.