Scam SMS During Sale Season: How to Write Messages Customers Can Trust
“40% off. Today only. Click here.”
A great deal or a scam SMS?
This is a question customers are asking themselves more and more often during the sale season. Singles Day (November 11), Black Friday (November 27), Cyber Monday (November 30), and Christmas bring not only a flood of marketing messages but also new opportunities for scammers.
Fake delivery notifications, non-existent parcel fees, and suspiciously attractive offers. Customers are becoming more cautious, and sometimes even legitimate marketing SMS messages can be mistaken for scams.
So how can you write a message that customers will not only open but also trust?
How Do Customers Recognize a Scam SMS?
Scam SMS messages, also known as smishing, often use urgency, fear, or the promise of an extraordinary discount.
The most common warning signs include:
- An unknown phone number instead of a company name.
- Anonymous shortened links that do not clearly show where they lead.
- Pressure to take immediate action or requests for payment.
- Spelling mistakes and unusual wording.
- Unexpected offers that customers cannot associate with a specific store.
The problem arises when your own SMS campaign gives off similar warning signs.
5 Rules for Trustworthy Marketing SMS
1. Use a Custom Sender Name
A message from a familiar brand feels more trustworthy than an SMS from an unknown number.
With GoSMS, you can set up a custom SMS sender name of up to 11 characters, which customers will see instead of a phone number.
Want to know how? Read our article Custom SMS sender name: A necessity for your communication?.
2. Link to Your Own Domain
Anonymous shortened links can raise suspicion. Instead, use your online store’s domain, which customers already recognize and can easily verify.
3. Make It Clear Who Is Messaging and Why
Customers should understand within seconds who the SMS is from and what offer they are receiving.
Use your brand name and a clearly worded offer. Avoid anonymous messages such as “You are eligible for a reward!”
4. Never Ask for Sensitive Information
Passwords, verification codes, and payment card details have no place in marketing SMS messages.
If you want to direct customers to a purchase, link them straight to your official online store. Avoid creating false urgency as well.
5. Keep Your Communication Consistent
Trust is built over time. Use the same sender name, a consistent tone of voice, and a reasonable sending frequency.
Customers who know what to expect from your brand are more likely to recognize a trustworthy marketing SMS.
Scam vs. Trustworthy SMS: Can You Spot the Difference?
The same Black Friday offer can come across in two completely different ways.
Example 1: Black Friday – 30% Off
❌ Suspicious SMS:
“30% OFF EVERYTHING! Pay 1 EUR to activate your discount. Click now: bit.ly/bf-deal. ONLY 5 MINUTES LEFT!”
✅ More trustworthy SMS:
“AD: JAVOR: Our subscribers get 30% off everything until midnight. Shop: javor.example/bf. Opt out: [free phone number]”
Example 2: VIP Early Access – 25% Off
❌ Suspicious SMS:
“YOUR VIP CODE BF25 EXPIRES! Confirm your card details at tinyurl.com/vip25. Act now or lose your discount!”
✅ More trustworthy SMS:
“AD: JAVOR: VIP subscribers get 25% off until Nov 27. Code VIP25: javor.example/vip. Opt out: [free phone number]”
All examples contain fewer than 160 characters. The domains and opt-out contact details are for illustration purposes only and must be replaced with real information before sending.
The difference is not in the offer itself, but in how easily customers can recognize who is messaging them. However, a sender name alone does not guarantee that a message is genuine.
Trust Starts with Consent
Even a perfectly written SMS will not make a good impression if the customer never wanted to receive it.
Send marketing SMS messages only to contacts who have given valid consent, or when the legal requirements for contacting existing customers are met.
Every message must be clearly identified as a commercial communication, identify the sender, and provide a simple and effective way to opt out. For SMS messages, also consider offering a free telephone opt-out option.
Transparent communication helps build trust and prevent complaints.
Campaign Scheduled? Now It’s Time to Test It!
In our October article, Black Friday Countdown: Your SMS Campaign Schedule for the Final 30 Days, we explained when to send each message throughout your campaign.
Now there is one final step: making sure customers will trust your messages.
Send a test SMS to your own phone. Check the sender name, links, message content, and opt-out option.
We have also prepared a “Trustworthy SMS” checklist with 10 key points to help you make sure nothing gets overlooked before sending your campaign.
Set up your custom sender name with GoSMS and create messages that customers will not only receive but also trust.
