Political Text Messaging: A Complete Overview

The effectiveness of any political campaign relies upon effective communication. Campaigns should notify their supporters about calls for donation, volunteer activities, events, voting procedures, and plans for Election Day.

Political text messaging offers campaigns another method of direct contact with their donors, volunteers, supporters, and voters.

In this guide, we provide insight into political text messaging, its functioning, purposes, expenses, legal matters, and examples. This guide serves as a starting point for action, but does not serve as legal advice.

What Is Political Text Messaging?

Political SMS messaging is a process through which political campaigns, political action committees, political organizations, or interest groups reach out to their supporters, donors, or volunteers through SMS or sometimes MMS.

Political parties use political text messages for different objectives ranging from single reminders to political text messaging campaigns with thousands of recipients.

Political parties communicate through political texts for the following objectives:

• Voter outreach
• Supporter updates
• GOTV reminders
• Volunteer coordination
• Event reminders
• Surveys and feedback
• Fundraising
• Campaign announcements

Some messages are one-way broadcasts. Others invite a reply and start a two-way conversation.

How Does Political Text Messaging Work?

At a basic level, political text messaging works like other SMS campaigns. A campaign builds a contact list, creates a message, sends it through a messaging platform, and tracks the results.

A typical workflow looks like this:

1. Create or import a collection of contacts. Campaigns can acquire phone numbers by collecting them through forms, events, or canvassing programs.
2. Data can be categorized out. Contacts can be split according to pertinent details like location, volunteer work, donation history, or activity level.
3. Prepare the text. The campaign writes the text in accordance with one of its objectives, such as asking for donations, reminding about the event, or getting out the vote.
4. Send the text. A political messaging service can transmit texts at both once and in a scheduled way.
5. Monitor replies. Two-way communication makes it possible to answer queries and obtain feedback.
6. Evaluate results. Campaigns are able to check delivery, reactions, responses, and declines in order to see how the texts performed.

For campaigns using standard 10-digit local numbers, U.S. A2P 10DLC registration is an important part of the messaging setup.

Why Do Political Campaigns Use Text Messaging?

Political campaigns use SMS because it gives them another direct channel for reaching voters and supporters.

Common uses include:

• Voter outreach: This includes communication of campaign updates, voter information, and participation information.
• Supporter updates: Supporters are regularly informed about campaign progress and news.
• GOTV reminders: Supporters are reminded frequently about the voting agenda.
• Volunteer coordination: Volunteers are administered and their schedules prepared.
• Event reminders: Notifications about events are conveyed.
• Surveys: Feedback is collected from supporters via SMS communication with regards to the campaign.
• Fundraising: Campaign fundraiser requests are sent to supporters.
• Campaign announcements: Important newsletters about the campaign are shared.

SMS is usually one part of a larger campaign communication strategy. Campaigns may also use email, phone calls, social media, canvassing, and other channels.

Real-World Example: How Text Messaging Has Influenced U.S. Elections

Political text messaging has transformed from a new technique related to campaigning to an essential tool for reaching out to voters in the US.

The 2020 election serves as an excellent example.

During the election cycle in 2020 when the campaigns and organizations searched for novel channels of communication with voters that would reduce reliance on face-to-face outreach without compromising effectiveness, peer-to-peer texting gained momentum. Tech for Campaigns, for instance, sent out 1.4 million SMS messages in the course of 36 different programs across 27 US states. The researchers claim that among those voters who received SMS messages, turnout was 0.7 percent greater than among those in the control group, but they emphasized that their findings were correlative and thus not causal.

There is additional research supporting this view.

A major peer-reviewed experiment on SMS voter mobilization during midterm elections in the USA included more than 7.1 million voters. According to the experiment, receiving a mobilization SMS message increased voter turnout by 0.25 percent in comparison with the control group. When the effect of targeting, messaging time and data quality was taken into consideration, the increase was as much as 0.43 percent.

Previous research has documented even larger effects in some circumstances. For instance, a nationwide field experiment involving over 8,000 registered voters showed that simple reminders sent via text message increased the probability of voting by roughly 3 percentage points. 

As seen with these examples, sending a text does not guarantee success in elections. The effects depend on multiple factors such as who the receivers of the message are, what message is sent, when it is sent, and whether the information is useful for the recipient. 

The ultimate takeaway is that campaigns need to regard SMS as more than just a plain broadcast tool since the message can be used in conducting timely voter information, reminders, volunteers’ coordination, and various activities that can stimulate voter participation. 

Thus, in cases of close elections, even minor changes in voter turnout can be of crucial importance, however, SMS should be viewed only as one tool among many that are used for conducting successful political campaigns rather than relying on its impact on the election result.

Common Uses of Political Text Messaging

Voter Outreach

Texts designed for voter outreach may give details on voting information, deadlines for registration, locations of polling places, details about the ballot, or campaign activities. SMS can also be utilized for purposes of disseminating information about issues and events in the near future. The various types of messages depend on the campaign and its method of communication.

Get-Out-the-Vote (GOTV) Messaging

When it comes to GOTV messaging, it occurs more in the days leading up to the elections. 

Campaigns may send reminders regarding:

• Election Day
• Places to vote
• Voting times
• Early voting
• Voting information
• Campaign events
• Other voting details

Due to the significance of timing in GOTV, campaigns tend to schedule the messages earlier.

Political Text Fundraising

Fundraising political text messages enables campaigns to reach supporters asking for contributions through text messaging services. 

Fundraising text messages can include elements such as:

• A fundraising target
• A request deadline
• An update about the campaign
• An online donation advertisement
• A brief appeal to act.

Fundraising text messages should state what comes next in the process and direct the recipient to a donation page that is easy to operate on mobile devices.

Volunteer Recruitment and Coordination

Volunteers are needed for various aspects of campaigns.

Text messages can assist campaigns in:

• Finding additional volunteers
• Confirming volunteer shifts
• Providing information about events
• Giving instructions
• Providing canvasing information
• Reminding volunteers of events and activities

Moreover, two-way texting helps volunteers communicate with organizers.

Event and Rally Reminders

Campaigns can utilize SMS to keep their supporters informed of rallies, town halls, fundraising events, etc. A reminder may comprise details such as when and where the event will take place, where parking is available, etc.

Surveys and Supporter Feedback

Through two-way messaging, campaigns can pose short queries and obtain instant answers via SMS. For example, the campaign could ask supporters if they wish to have more information about a specific issue or if they would be interested in volunteering.

Campaign Updates and Announcements

SMS can also be used to share important campaign news, announcements, event updates, or other information that supporters may want to receive quickly.

What Is a Political Text Messaging Service?

A political text messaging service is a software platform that helps campaigns and organizations send, manage, and track SMS communications.

Depending on the provider, these platforms may offer:

• Contact management – organizing phone numbers and supporter information.
• Segmentation – grouping contacts based on relevant criteria.
• Bulk messaging – sending messages to large contact lists.
• Scheduling – sending messages at a specific date and time.
• Two-way messaging – allowing recipients to reply.
• Shared inboxes – allowing multiple team members to manage conversations.
• Personalization adding a recipient’s name or other information.
• Analytics – tracking delivery, clicks, and replies.
• Keyword responses – automatically responding to predefined keywords.
• Compliance tools – supporting opt-out handling and registration workflows.

Features vary between platforms, so campaigns should compare providers based on their actual needs.

Mass Political Text Messaging vs. Other Political Texting Methods

Political campaigns employ various types of text messaging.

Mass or broadcast SMS allows a message to be sent to multiple contacts at the same time. This type of messaging is effective with important announcements, reminders about events, and GOTV efforts.

Two-way messaging allows the recipient to reply to the message and interact with the campaign. This approach can assist with different surveys, questions, volunteer management, and communicating with supporters.

Peer-to-peer texting (P2P) usually includes employees or volunteers texting one by one from the messaging platform, using predefined dialogues or replies as an additional workflow.

Each of the three methods has its advantages.

Mass messaging is a good option for general communication, while two-way messaging is more suitable for conversation and feedback. P2P texting is efficient in creating personalized communication at the expense of more resources.

How Much Does Political Text Messaging Cost?

There is no single industry-wide price for political text messaging.

The total cost depends on several factors:

• Platform Fees – while some vendors will require a monthly fee for using their software, others might implement pay-as-you-go pricing.
• Per-Message or Per-Segment Pricing – payment may take place by message or message segment, with longer messages being charged as several messages.
• Message Volume – the greater the number of sent messages, the greater the expenses incurred.
• Phone Numbers – the rates for local, toll-free, and other numbers can differ.
• Carrier Rates – the carrier charges can be included in the pricing of the platform.
• Registration Requirements – the A2P 10DLC registration will come with its fees that depend on organizations, use cases, providers of messaging services, and registration procedure.
• Optional Features – the services of MMS, automation, integration, or any premium service will also incur additional payments.
• Minimum Commitment – some suppliers make a requirement for their customers to make a minimum spending or periodically make payments.

For this reason, campaigns should compare their expected total cost, rather than looking only at the advertised cost per SMS.

A platform with a low per-message price may still cost more for a small campaign if it has a monthly subscription or minimum commitment.

Political Text Messaging Compliance

In politics, compliance stands out as an essential aspect of messaging.

This section contains general data that does not represent legal advice. Political campaigns are recommended to first confirm the latest requirements from qualified lawyers and messaging service providers.

Consent and Opt-In Procedures

Consent requirements may vary according to the message type, technology, type of relationship between the sender and the receiver, and rules set by the state or federal authorities.

Political campaigns should not presume that political messaging is exempt from the necessity to obtain consent.

Organizations should have appropriate records regarding the way phone numbers were collected and what they agreed to receive.

Opt-Out Management

Through reasonable methods, consumers can withdraw consent to certain types of messages. 

Opt-out requests often include the word STOP; using a messaging service provider makes it easier to automate opt-out procedures and ensure that those who wish to opt-out do not receive further messages.

Sender Identification

It should be obvious to the recipients who exactly sent the campaign messages.

With a clear definition of who the sender is, messages explain to recipients the reason for receiving the information.

A2P 10DLC

A2P 10DLC refers to application-to-person messaging transmitted through local phone numbers, but which is a standard 10-digit number used in the United States.

All campaigns using a particular type of messaging should undergo the right registration process before sending out the message.

Campaign Verify

Campaign Verify is applicable to the political organizations sending messages via A2P.

For instance, 527 political organizations must get Campaign Verify tokens in a way to have access to Political Special Use Case by using A2P 10DLC. At the same time, other organizations including some 501(c)(4), 501(c)(5), and 501(c)(6) nonprofit organizations should comply with other processes of registration and thus don’t use the Campaign Verify tool.

Organization Type Matters

A political campaign committee, a 527 political organization, and a nonprofit advocacy organization do not have to follow the same registration process.

The rules that apply will depend on the organization’s form, type of messages, methods of sending them, and the place they sent them from.

Before sending messages, the campaign should check the rules that apply in its case.

Political Text Messages: Examples

The following examples are generic and for illustration only. They do not represent any real candidate, political party, or organization.

Political Text Fundraising

Fundraising through political text messaging allows campaigns to make direct appeals to their supporters for financial contributions at key moments of deadline and campaign achievement.

Methods that may be part of the fundraising strategy are:

• Fundraising targets – indicating the target amount of the fundraising campaign.
• Deadline notifications – informing supporters about the upcoming deadline.
• Donation links – giving a link to the page where the contribution can be made.
• Gratitude messages – to express thanks once the donations are received.
• Campaign information – explaining why the money should be raised.
• Targeting audiences – sending the messages based on the existing relation to the campaign, if possible and legal.

A fundraising message should consist of one main message.

The donation page must be quick, well-optimized for mobile devices, easy to use, and without any extra steps in the process.

SMS messages do not ensure receiving money so success of fundraising will depend on the audience, message, timing, and campaign’s relationships with supporters.

Best Practices for Political Text Messaging

Keep Messages Concise

SMS works best when the main point is easy to understand quickly.

Identify the Sender

Make it clear who is sending the message.

Use One Clear Call to Action

Tell the recipient what you want them to do, such as vote, donate, volunteer, or learn more.

Segment Your Audience

Use relevant audience groups when appropriate instead of sending every message to everyone.

Personalize Carefully

Personalization can make messages more relevant, but campaigns should avoid making recipients feel uncomfortable or overly monitored.

Avoid Sending Too Frequently

Sending too many messages can lead to message fatigue and more opt-outs.

Use Clear Links

Use short, easy-to-understand links when a message requires the recipient to visit another page.

Make Landing Pages Mobile-Friendly

Most campaign links will be opened on a mobile device, so landing pages should be easy to use on a phone.

Respect Opt-Out Requests

Process opt-out requests promptly and keep opted-out contacts from receiving future messages.

Monitor Replies

Two-way messages can generate questions and feedback that campaign staff may need to address.

Track Performance

Monitor metrics such as delivery, clicks, replies, and opt-outs to understand campaign performance.

Test Messages

Testing different messages can help campaigns understand which approaches work better before sending to a larger audience.

Maintain Consent Records

Keep accurate records of how contacts joined your messaging program and what they agreed to receive.

Review Requirements Regularly

Carrier and regulatory requirements can change. Review your messaging practices regularly and confirm current requirements with your provider.

How to Choose a Political Text Messaging Service

When comparing political text messaging services, consider:

Criteria	Why It Matters
Pricing model	Subscription and pay-as-you-go models affect your total cost
Per-message cost	Important when sending larger volumes
Monthly platform fee	Recurring fees can matter during inactive periods
Bulk SMS	Useful for mass political text messaging
Two-way messaging	Allows supporters to reply
Shared inbox	Helps teams manage conversations
Contact segmentation	Helps organize different audiences
Scheduling	Useful for planned campaign communication
Keyword automation	Can automate common replies
Analytics	Helps measure campaign performance
Compliance support	Can simplify registration and opt-out workflows
10DLC registration	Important for standard local-number messaging
Campaign Verify support	Relevant to certain political organizations
Integrations	Useful when connecting other campaign systems
Ease of use	Important for small campaign teams
Scalability	Helps support changing campaign volume

No platform is the right choice for every campaign. Consider your campaign’s size, budget, messaging volume, technical resources, and compliance requirements.

ZeepText for Political Text Messaging

ZeepText is an SMS platform focused on nonprofits, political campaigns, and community advocacy organizations in the United States.

ZeepText uses a pay-as-you-go model with:

• $0 monthly platform fee
• $0.039 per outgoing SMS
• $0.015 per incoming SMS
• No setup fee
• No contract

ZeepText’s core capabilities include:

• Personalized bulk SMS
• Campaign scheduling
• Contact tagging and segmentation
• Shared two-way inbox
• Campaign-level inbox filtering
• Keyword-triggered auto-replies
• STOP and opt-out handling
• Do Not Message filtering
• Trackable short URLs
• Campaign click analytics
• AI-assisted message drafting
• Guided 10DLC registration workflow
• Campaign Verify information for applicable political use cases

Campaigns can organize outreach by campaign type, including fundraising, awareness, promotional, announcement, political, education outreach, and GOTV campaigns.

The campaign workflow is designed to be straightforward:

Compose → Choose Contacts → Preview → Schedule & Send

Before sending, the campaign preview can show the campaign name, contact lists, sending number, message content, auto-replies, estimated credit usage, and a mobile message preview.

ZeepText is designed to simplify campaign SMS workflows and provide a pay-as-you-go alternative for organizations that do not want a recurring platform fee.

It will not be the right fit for every campaign. Larger organizations with complex integrations or advanced marketing automation may need a different platform.

For campaigns and organizations looking for focused SMS campaign tools without a recurring software subscription, ZeepText is one option worth evaluating.

Frequently Asked Questions

What is political text messaging?

Political text messaging is the use of SMS by political campaigns, political organizations, PACs, and advocacy groups to communicate with voters, supporters, donors, and volunteers.

How does political text messaging work?

Campaigns build or import a contact list, create messages, send them through a messaging platform, and track delivery, clicks, replies, and opt-outs.

How much does political text messaging cost?

Costs vary by provider. Total cost can include platform fees, per-message charges, message volume, phone numbers, carrier fees, and registration or verification costs.

Is political text messaging legal?

Political text messaging can be used legally, but the requirements depend on factors such as the message, recipient, organization, technology, and applicable federal, state, and carrier rules. Campaigns should confirm the requirements that apply to their specific messaging program.

What is A2P 10DLC for political campaigns?

A2P 10DLC is a registration system for application-to-person messaging sent through standard 10-digit local phone numbers. Campaigns using this type of messaging generally need to register their organization and messaging use case.

What is Campaign Verify?

Campaign Verify is a nonpartisan verification service used by certain U.S. political organizations for political messaging. For 527 political organizations, Campaign Verify verification and an authorization token are required for the Political Special Use Case in A2P 10DLC registration. Other nonprofit organizations, such as certain 501(c)(4), 501(c)(5), and 501(c)(6) organizations, follow different registration requirements.