Text messaging is a powerful communication tool for dispensaries, but frequency matters. Sending too many messages can quickly lead to opt-outs and carrier filtering, while sending too few can reduce effectiveness.
Finding the right balance is essential for maintaining deliverability, customer trust, and long-term performance.
This article explains how often dispensaries should text customers, how carriers evaluate frequency, and how to set expectations that customers accept.
Why SMS Frequency Matters
Message frequency directly affects how customers perceive texts from a dispensary.
- Too frequent messages feel intrusive
- Inconsistent schedules create confusion
- Unexpected volume increases opt-outs
High opt-out or complaint rates are strong signals carriers use to evaluate sender reputation.
There Is No Single Right Number
There is no universal message limit that applies to every dispensary.
Frequency depends on message type, customer expectations, and how consent was collected.
Transactional Messages and Frequency
Transactional messages are tied to customer actions and are generally expected.
- Order confirmations
- Order ready notifications
- Pickup reminders
These messages typically do not count against perceived frequency limits because they are triggered by activity.
Promotional Messages and Frequency
Promotional messages require more restraint.
- Sales announcements
- Product highlights
- Marketing campaigns
For most dispensaries, promotional texting works best when limited to a predictable cadence rather than frequent blasts.
How Carriers Evaluate Message Frequency
Carriers do not publish hard limits, but they monitor patterns closely.
- Sudden spikes in volume
- High opt-out rates after sends
- Repetitive or aggressive messaging
Consistent and predictable behavior is favored over high volume.
Setting Expectations During Opt-In
Customer tolerance for frequency increases when expectations are set clearly.
If customers know what types of messages they will receive and how often, they are less likely to opt out.
Signs You Are Texting Too Often
- Rising opt-out rates
- Increased customer complaints
- Declining engagement
These signals often appear before deliverability issues become obvious.
Best Practices for Dispensary SMS Frequency
- Separate transactional and promotional messages
- Maintain a predictable promotional schedule
- Avoid sudden volume increases
- Monitor opt-outs after every send
Frequency should be adjusted based on real customer feedback rather than assumptions.
Text Messaging as a Long-Term Channel
SMS works best when treated as a long-term communication channel rather than a short-term promotion tool.
Respecting customer attention helps preserve deliverability and trust.
Final Takeaway
There is no perfect number of texts per month that applies to every dispensary.
Dispensaries that prioritize clarity, consistency, and restraint create better customer experiences and maintain reliable texting performance over time.
Texting frequency should match your overall strategy maturity. If you are unsure where you stand, use our SMS Strategy Assessment for Dispensaries to identify the right cadence for your store.
