Title: What is MMS (Multimedia Message Service)?

URL: https://www.infobip.com/glossary/mms

Multimedia message service, or MMS for short, is a channel built with the introduction of SMS messaging to offer the additional ability to send multimedia messages rather than just text.

Although today’s world relies on newer chat apps to send media, MMS remains a widely used communication channel.

Unlike text-only SMS, MMS delivers a variety of media, including video, images, slideshows, and audio. It supports a higher text character limit. Today’s most common use of MMS in business is sending things like coupons, product images and videos, and other information.

## How is an MMS message delivered?

MMS delivery is different from SMS. A sent MMS message first goes through encoding so recipient devices can read the incoming media. The message is then forwarded to the carrier’s multimedia messaging service center (MMSC). If the recipient is not on the same carrier, the MMSC will deliver the message to the recipient MMSC over the Internet.

Recipient devices must support MMS in receiving and opening MMS messages. Content is extracted and sent to a temporary storage server if the device supports MMS standards. An SMS control message containing a URL to the content is then sent to the recipient’s handset to trigger the receiver’s WAP browser to open and receive the content from the embedded URL.

Several other messages are exchanged to indicate the status of the delivery attempt. Before delivering content, some MMSCs also include a conversion service that will attempt to modify the multimedia content into a format suitable for the receiver.

For any devices that do not support MMS, recipients will need to view content in a standard Internet browser using the file URL that they will receive as a text message.

## MMS messaging examples for businesses

Here are MMS messaging examples for various use cases across different verticals:

### eCommerce and retail

<tabs>
<tab label="Product launch">
Introducing the all-new [product name]! Shop now and get 15% off with code LAUNCH15! [Image carousel showcasing product features].
</tab>
<tab label="Flash sale">
Last chance for 50% off EVERYTHING! It ends tonight at midnight! Shop now: [link] [Image collage of sale items].
</tab>
<tab label="Personalized recommendations">
Hey [name], we think you'll love these! Shop your personalized picks now: [link] [images].
</tab>
<tab label="Cart abandonment">
Looks like you forgot something! Complete your order for [items in cart] and get free shipping today! [Link to cart].
</tab>
</tabs>

### Finance

<tabs>
<tab label="Fraud alert">
Suspicious activity alert! Did you purchase $[amount] at [merchant]? Reply YES to confirm or NO if fraudulent. [Link to report].
</tab>
<tab label="Payment reminders">
Unlock new features with our upgraded mobile app! Manage your finances on the go. Download now: [link].
</tab>
<tab label="Education">
Market update &amp; pro tip: [Short video explaining a simple investment strategy].
</tab>
</tabs>

### Healthcare

<tabs>
<tab label="Appointments">
Hi [Patient Name], don't forget your appointment with Dr. [Doctor Name] tomorrow at [time]! See your appointment details: [link].
</tab>
<tab label="Test results">
Your test results are in! View them securely in our patient portal: [link] [video with instructions on accessing the portal].
</tab>
<tab label="Reffils">
It's time to refill your prescription for [medication name]! Reply REFILL to confirm, or tap here for options: [link].
</tab>
<tab label="Health campaigns">
Stay healthy this season! Here are three tips to boost your immunity: [Short video with healthy habits].
</tab>
</tabs>

### Travel and hospitality

<tabs>
<tab label="Booking">
Your getaway to [destination] is booked! Check-in details &amp; itinerary: [link] [Short video with room tour].
</tab>
<tab label="Special offers">
Upgrade your stay! Enjoy a balcony room for only $[amount] extra per night. Book now. Limited availability! [Image collage of the room].
</tab>
<tab label="Recommendations">
Explore the best of [city]! Here are our top hidden gem restaurants: [Image collage of restaurants].
</tab>
<tab label="Flight updates">
Flight [number] is delayed by 30 minutes due to [reason]. Relax and enjoy the complimentary refreshments in the lounge. [Link to live flight tracker].
</tab>
</tabs>

### Technology and communication

<tabs>
<tab label="New features">
Upgrade available! Get the latest features and security fixes for [software name]. Update now. [Short video showcasing the feature].
</tab>
<tab label="Customer support">
Need a fix? Our friendly chat support is here to help! [Short video showcasing how to fix the issue] If you still need help, text “Support” for instant assistance.
</tab>
</tabs>

### Transportation and logistics

<tabs>
<tab label="Tracking">
Your package is on its way! Track its progress in real-time: [link].
</tab>
<tab label="Delivery confirmations">
Delivered! Enjoy your new [item]! We think you'd also love [images of related product] - get 15% off with code DELIVERED15 [link].
</tab>
<tab label="Personalized offers">
It looks like you often ship [item type]. Get a special discount for [item images]  with code “SPECIAL15”.
</tab>
<tab label="Real-time updates">
Traffic alert! Your shipment is experiencing a short delay on [route]. Revised ETA is [time]. Stay updated with live tracking: [link]
</tab>
</tabs>

## How are MMS and SMS similar?

MMS works similarly to SMS but extends core capabilities.

Both MMS and SMS are built upon the same cellular network infrastructure used by traditional phone calls. This means they have similar dependability and wide reach.

Unlike internet-based messaging apps, both MMS and SMS rely on the recipient's phone number for delivery. You don't need their username or app-specific contact details.

MMS and SMS are sent through your mobile carrier's network. This means their delivery is subject to the recipient's cellular coverage and any network limitations imposed by their carrier.

## How are MMS and SMS different?

Here’s a side-by-side comparison of MMS and SMS:

SMSMMS160 character limitHigher limit than SMS - dependent on the providerSend text onlySend text, video, imagesInexpensiveMore expensive than SMSAny mobile phone can receive an SMSNot all mobile phones can receive MMSIdeal for immediate communication (i.e., reminders, announcements, updates, 2FA)Ideal for creative messages (i.e., promotions, coupons, QR codes)

If you want a more in-depth comparison, refer to our guide:

## MMS messaging vs. iMessage, WhatsApp, and other OTT channels

iMessage (Apple Messages for Business) is Apple's proprietary messaging service. It's limited to users with Apple devices but offers various features like interactive effects, Memoji, and Apple Pay integration. iMessage relies on an Internet connection (Wi-Fi or data) and is generally free for users, though businesses may incur fees when connecting via Apple Messages for Business.

WhatsApp is a globally popular cross-platform messaging app owned by Meta. It offers features similar to iMessage, document sharing, group chats, and voice/video calling. WhatsApp also requires an Internet connection and, while generally free to use, offers additional paid features for business accounts.

Other OTT (over-the-top) channels, such as Messenger and Live Chat, function similarly to WhatsApp. Their reach depends on the platform's popularity, with some boasting massive regional dominance. They offer rich features like chatbots, integrated payments, and unique platform-specific capabilities. All require an internet connection and are usually free for users, with paid options available for businesses.

Choosing the right channel depends on factors like your target audience's preferences, the type of message you're sending, required features, cost, and network reliability. Many businesses successfully combine MMS and OTT channels to reach their customers effectively.

#### FAQs

<accordion>
<accordion-item title="How do I know if my phone supports MMS?">
Nearly all modern smartphones support MMS. If you can send and receive pictures or videos via text, your phone likely has MMS capabilities.
</accordion-item>
<accordion-item title="What are common use cases for MMS marketing?">
Businesses use MMS for:

- Sending promotional images and videos
- Offering coupons and QR codes
- Sharing product updates and announcements
- Delivering event invitations
- Enhancing customer support communications
</accordion-item>
<accordion-item title="Are there any file size limitations for MMS?">
Yes. The maximum file size for MMS varies depending on your carrier but generally ranges from 300KB to 1MB.
</accordion-item>
<accordion-item title="Can I send MMS messages internationally?">
Yes, but international MMS may incur higher fees depending on your carrier's plan and the recipient's location.
</accordion-item>
<accordion-item title="Can I send an MMS message to someone without an MMS-enabled phone?">
Usually, no. If the recipient's phone doesn't support MMS, they might still receive a text link where they can view the content online.
</accordion-item>
</accordion>

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