Text messaging is one of the most effective ways for dispensaries to reach customers, but it can also become one of the most expensive if it’s not implemented correctly. Many dispensaries overspend on SMS and MMS without realizing where the costs actually come from.
This article breaks down how dispensaries can reduce texting costs while improving deliverability, engagement, and long-term ROI.
Understand Where Texting Costs Come From
Text messaging costs are not just about how many messages you send. They are driven by message type, routing decisions, carrier filtering, and how your platform is configured.
- SMS messages are typically the lowest cost per send
- MMS messages can cost 2–3x more than SMS
- Platforms that default everything to MMS inflate costs quickly
- Poor deliverability leads to wasted sends and higher opt-outs
Stop Using Images by Default
Many dispensaries include an image with every text message, often a generic logo or banner. This became common because MMS messages historically faced less carrier filtering than SMS.
While this can help deliverability in some cases, it significantly increases costs and provides diminishing returns. After the first few messages, customers stop noticing the image entirely.
- MMS costs more without adding ongoing value
- Generic images do not increase engagement over time
- Images disrupt conversational, reply-driven texting
- AI and two-way automation work better with plain SMS
Use MMS Strategically, Not Automatically
MMS still has a place in dispensary marketing, but it should be used intentionally. Reserve images for moments where visuals matter, such as a major menu drop or a special announcement.
Everyday communication like order confirmations, rewards updates, reminders, and flash sales performs just as well, or better, as plain SMS.
Clear the Path for SMS Deliverability at Checkout
The most effective way to reduce texting costs is to ensure customers reliably receive messages from the start. This happens at checkout, not after.
When a customer’s phone number is added, they should receive a confirmation text immediately. Staff should verify the message arrives, recommend saving the number as a contact, and confirm the customer is opted in properly.
By clearing spam filters upfront, dispensaries can rely more heavily on lower-cost SMS instead of defaulting to MMS later.
Send Fewer Messages That Do More
Cost savings do not come from sending fewer texts blindly. They come from sending fewer low-value messages and more high-value ones.
- Thank-you texts after each purchase
- Rewards balance and point updates
- Highly targeted flash sales
- Personalized recommendations or reminders
Messages that feel relevant keep customers engaged, reduce opt-outs, and make every send more valuable.
Avoid Paying for Messages That Never Get Read
Sending 50,000 messages does not guarantee 50,000 impressions. Carrier filtering and device-level spam detection can silently block a large percentage of bulk sends.
Platforms that intelligently route messages, adapt between SMS and MMS, and prioritize deliverability help dispensaries avoid paying for messages that never reach customers.
Rewards and Texting Should Work Together
Text messaging is most cost-effective when it is tied directly to a rewards system. Rewards justify ongoing communication and give customers a reason to stay opted in.
When rewards, receipts, ecommerce, and two-way messaging are unified, dispensaries can drive repeat visits without relying on constant high-volume blasts.
Saving Money Is About Strategy, Not Just Rates
The cheapest texting plan is not always the most affordable in practice. Dispensaries save money when they focus on deliverability, engagement, and smart routing rather than sending more messages at any cost.
A well-designed texting strategy reduces waste, lowers per-customer acquisition costs, and turns SMS into a predictable, profitable channel.
