SMS marketing is the use of text messaging via mobile devices to sell products and services.
SMS stands for Short Message Service.
Also known as text message marketing or SMS mobile marketing, SMS marketing takes advantage of the fact that text messaging is not limited to particular types of phones; a person doesn't need a smartphone to receive a text message. This may or may not be a consideration for a marketer; as of October 2010, a study by ComScore found that the number of Smartphone users accessing mobile content through browsers and applications now surpasses that of Non-smartphone users.
Nevertheless, SMS marketing may have a longer reach than other types of mobile marketing because of texting's popularity. 66% of U.S. mobile phone owners send SMS/text messages according to The Nielsen Company.
SMS marketing can also be cheaper than other types of mobile marketing, such as display ads and, as you can pay per text message sent, the amount you pay really depends on the volume of messages that you plan to send.
One of the interesting developments in SMS marketing is the development of industry specific applications. Home2Cell, for instance, is a mobile text messaging service that lets prospective buyers text in the property ID and get back a fast text of the property basic details.
SMS marketing messages may be sent by using short code, 5 or 6 digit numbers that have been assigned by all the mobile operators in a given country for the use of brand campaign and other consumer services, by email address, by long number (phone numbers in international number format) or by using one's own dedicated phone number (Wikipedia: Mobile Marketing).