Best SMS Marketing Software: Twilio vs. EZ Texting vs. SimpleTexting

Twilio: ~$50-500/mo — the developer platform with unlimited flexibility

Twilio is priced at roughly $50-500/mo depending on message volume and is the right choice when you have technical resources (a developer or technical founder) and need custom SMS workflows. Twilio is not a marketing platform — it's an API that lets you build whatever you want: appointment reminders with custom logic, two-factor authentication, conversational chatbots, or integrated CRM notifications. The flexibility is unmatched: if you can describe it, you can build it with Twilio. The trade-off is that Twilio is not plug-and-play — you need to write code or hire someone who can. Twilio is the wrong choice when you want a UI where marketing staff can create and send campaigns without engineering help.

EZ Texting: ~$100-250/mo — the simple broadcast and mass-texting tool

EZ Texting is priced at roughly $100-250/mo and is the most straightforward of the three. It's the right choice when your SMS needs are simple: broadcast promotional messages to a list, send appointment reminders, and collect replies in an inbox. The interface is genuinely easy — import contacts, write a message, schedule or send. EZ Texting is the wrong choice when you need automation (drip sequences, behavioral triggers), segmentation (sending different messages to different groups based on behavior), or integration with your CRM or ecommerce platform. It's a texting tool, not a marketing automation platform.

SimpleTexting: ~$100-300/mo — the marketing-automation-native SMS platform

SimpleTexting is priced at roughly $100-300/mo and bridges the gap between EZ Texting's simplicity and Twilio's flexibility. SimpleTexting is the right choice when you need automated SMS workflows: drip campaigns after sign-up, abandoned cart reminders, birthday discounts, and segmentation based on purchase history or engagement. The integrations are strong: Shopify, HubSpot, Zapier, and most major platforms connect natively. The two-way inbox is also genuinely useful — customers can reply and have conversations, not just receive broadcasts. The trade-off is that SimpleTexting is more expensive per message than Twilio and has less technical flexibility. SimpleTexting is the wrong choice when you need custom-built workflows or very high message volumes at low per-message cost.

The actual decision rule

• Have developers, need custom workflows, two-factor auth, or chatbots: Twilio is the only one with true flexibility.
• Simple broadcast texts, appointment reminders, basic replies: EZ Texting is the easiest to adopt.
• Marketing automation, drip campaigns, segmentation, ecommerce integration: SimpleTexting is built for this.
• You have fewer than 100 SMS contacts and send fewer than 500 messages per month: most platforms are overkill — start with the cheapest tier or evaluate whether SMS is the right channel for your audience.

Run the free audit to see whether SMS marketing fits your customer communication preferences — and which platform matches your technical resources and automation needs.