Every second counts in a call centre. When customers wait too long, they hang up. When agents can’t reach people, time gets wasted. The result? Lost sales, frustrated teams, and missed opportunities.
Here’s the problem: phone calls alone aren’t enough anymore. People see unknown numbers and ignore them. They’re busy, distracted, or simply don’t trust random calls.
That’s where branded SMS changes everything. It gives your call centre a faster, more reliable way to connect with customers before, during, and after calls.
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What Is Branded SMS?
Branded SMS is a text message that shows your company name instead of just a phone number. When someone gets a text from “ABC Insurance” or “Metro Medical Centre,” they know exactly who’s reaching out.
Regular SMS shows up as a random 10-digit number. Branded SMS displays your business name. This small change makes a huge difference in trust and response rates.
For call centres, this means:
- Customers recognize your messages instantly
- Higher open rates (up to 98% compared to 20% for emails)
- Better callback rates when you can’t reach someone
- Less time wasted on ignored calls
Why Do Call Centres Struggle with Response Times?
Call centres face three big challenges:
1. People don’t answer unknown numbers. Most calls from call centres go to voicemail. People see a random number and assume it’s spam. Your agents spend hours calling people who will never pick up.
2. Voicemails get ignored. Even when agents leave messages, most people don’t listen. Voicemail boxes are full, or customers just delete them without checking.
3. Follow-ups take too long. When a customer misses a call, agents have to try again later. This creates a loop of missed connections that wastes everyone’s time.
These problems slow down your entire operation. Agents get frustrated. Customers get annoyed. And your team misses quotas.
How Does Branded SMS Improve Response Times?
It Gets People to Actually Respond
When you send a branded SMS before calling, customers know who’s trying to reach them. The text message arrives instantly. They see your company name. And they’re more likely to answer when you call.
Example: “Hi, this is Sarah from Valley Health. I’ll be calling you in 2 minutes about your appointment. Talk soon!”
This simple text makes your call expected instead of surprising.
It Lets You Reach People on Their Schedule
Sometimes people can’t take calls during work hours. But they can read a text. Branded SMS lets customers respond when it’s convenient for them.
You can send:
- Appointment reminders with a “Reply YES to confirm” option
- Quick surveys that take 30 seconds
- Links to schedule a callback time
- Payment reminders that don’t require a phone call
This flexibility speeds up your entire process. Instead of playing phone tag, you get answers right away.
It Reduces Missed Connections
When a customer misses your call, send a branded SMS immediately. Tell them who called, why you called, and what they should do next.
Example: “You missed a call from Metro Loans. We have an update about your application. Reply with a good time to call back, or call us at 555-0100.”
Now the customer has all the information they need. No more mystery calls. No more confusion.
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How to Use Branded SMS in Your Call Centre (Step-by-Step)
Step 1: Set Up Your Branded Sender ID
Register your business name with an SMS provider that offers branded messaging. This takes a few days for approval. Make sure your name is clear and recognizable.
Step 2: Create Message Templates
Write short, friendly messages for different situations:
- Pre-call notifications
- Missed call follow-ups
- Appointment confirmations
- Survey requests
- Payment reminders
Keep them under 160 characters when possible. Be clear about who you are and what you want.
Step 3: Train Your Team
Show agents when and how to use SMS. They should:
- Send a text before calling new leads
- Follow up with SMS after missed calls
- Use SMS for simple yes/no questions
- Never spam customers with too many messages
Step 4: Time Your Messages Right
Send texts during business hours (9 AM – 6 PM). Wait at least 2 hours between messages unless the customer responds. Respect their time.
Step 5: Track Your Results
Measure:
- How many people respond to texts vs. calls
- How quickly do customers reply to branded SMS
- Which messages get the best response rates
- How much time do agents save per day
Use this data to improve your messages and timing.
What Results Can You Expect?
Call centres using branded SMS typically see:
- 25-40% higher response rates compared to calls alone
- 3-5x faster customer replies (minutes instead of hours)
- 30% reduction in wasted agent time
- Better customer satisfaction scores
- More successful first-contact resolutions
One telemarketing company found that sending a text before calling increased their connection rate from 12% to 31%. That’s more than double the conversations with the same number of agents.
Which Industries Benefit Most?
Branded SMS works especially well for:
Healthcare: Appointment reminders, prescription refills, test result notifications
Insurance: Policy updates, claim status, payment reminders
Collections: Payment arrangements, balance notifications, settlement offers
Sales: Lead follow-ups, product information, scheduling demos
Customer Service: Support tickets, return status, delivery updates
Any call centre that struggles with low answer rates can benefit from adding branded SMS.
What About Compliance and Privacy?
You must follow these rules:
- Get permission before sending marketing texts
- Include opt-out instructions in every message
- Honour unsubscribe requests immediately
- Don’t send texts after 9 PM or before 8 AM
- Keep customer data secure
Branded SMS providers help you stay compliant. They include automatic opt-out links and track consent for you.
How Is This Different from Regular Text Messages?
| Regular SMS | Branded SMS |
| Shows phone number | Shows company name |
| Looks like spam | Builds trust |
| Lower open rates | 98% open rates |
| Easy to ignore | Commands attention |
| No verification | Verified sender |
The branded sender name is the key difference. It transforms a suspicious text into a professional message from a known company.
Should You Replace Phone Calls with SMS?
No. Use both together.
Phone calls work best for:
- Complex conversations
- Building relationships
- Handling sensitive topics
- Closing sales
SMS works best for:
- Quick confirmations
- Simple questions
- Scheduling
- Follow-ups
The most effective call centers use SMS to support their calling, not replace it. Text before you call. Text after missed calls. Use the right channel for each situation.
Getting Started Is Easier Than You Think
You don’t need to rebuild your entire system. Start small:
- Pick one use case (like missed call follow-ups)
- Create 3-4 message templates
- Test with a small team for one week
- Review the results
- Expand to more agents and use cases
Most call centers see results within the first week. Your agents will notice fewer wasted calls. Your customers will appreciate the convenience. And your response times will improve immediately.
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