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Character Sets
This page contains examples of MobileConnect messages using characters from GSM 3.38 and non-GSM character sets.
To display properly, your messages must comply with your subscribers’ character set. Although Marketing Cloud Engagement supports non-GSM characters, the carriers in your target market may not support them.
GSM 3.38
MobileConnect uses the GSM 3.38 character set. In general, GSM 3.38 characters are found on a standard English language keyboard. Each GSM 3.38 character you use counts as one character toward the maximum character count for a message.
Because this example message contains only GSM 3.38 characters and is 160 characters, it’s delivered as a single message to a mobile device:
Spring has arrived at Laneys!! Exclusive sale is this weekend, April 4-7. Get 10% off entire selection! Reply HELP for help or STOP to stop receiving messages. (160/160 characters)
Because this example message exceeds 160 characters, it’s delivered as two messages of 160 and 37 characters, respectively:
Spring has arrived at Laneys!! Exclusive sale is this weekend, April 4-7. Get 10% off entire selection! Don't miss out on these deals!! Reply HELP for help or ST (160/160 characters)
OP to stop receiving messages. (37/160 characters)
GSM 3.38 Escape Characters
In the GSM 3.38 character set, there are special characters called escape, or extended, characters. Escape characters are rendered on mobile as unique characters. If you use an escape character, it doesn’t affect the maximum number of characters that can be sent but counts as two GSM 3.38 characters.
The Euro symbol (€) in this example is a commonly used escape character that counts as two GSM 3.38 characters. This example is delivered as two messages.
Spring has arrived at Laneys!! Exclusive sale is this weekend, April 4-7. Get 10€ off entire selection! Reply HELP for help or STOP to stop receiving messages. (161/160 characters)
Non-GSM Characters
MobileConnect treats all characters that aren’t in the GSM 3.38 character set, or all non-Latin characters, as non-GSM characters and allows 70 or fewer characters per message. This maximum character count applies to messages that contain one or more non-GSM characters and to any subsequent messages associated with that message, as in the example. Non-GSM characters are sometimes referred to as Unicode characters.
Because this message includes a non-GSM character—in this case, smart quotes (“”)—, the maximum character count is 70. The message is delivered as three messages of 70, 70, and 19 characters, respectively.
Spring has arrived “Laneys!” Exclusive sale is this weekend, April (70/70 characters)
4-7. Get 10% off entire selection! Reply HELP for help or STOP to stop (70/70 characters)
receiving messages. (19/70 characters)
Because this message includes a non-GSM character—in this case, the o-acute—, the maximum character count is 70. The message is delivered as four messages of 70, 70, 70, and 6 characters, respectively.
La primavera ha llegado a Laneys !! La venta exclusiva es este fin de (70/70 characters)
semana, del 4 al 7 de abril. Obtenga 10% de descuento en toda la selec (70/70 characters)
ción! Responda HELP para obtener ayuda o STOP para dejar de recibir me (70/70 characters)
nsajes. (7/70 characters)
Because this message includes non-GSM characters, the maximum character count is 70. The message is delivered as three messages of 70, 70, and 16 characters, respectively.
드디어 Laneys에도 봄이 찾아왔습니다! 이번 주 주말인 4월 4일부터 4월 7일까지 전 품목 대상 10 유로 할인 프로모션 (70/70 characters)
이 진행될 예정입니다! 해당 프로모션에 대해 더 궁금하신 점은 HELP라고 답장 해주시고 더 이상 메시지 수신을 원치 않으시면 (70/70 characters)
STOP이라고 답장 해주세요. (16/70 characters)
