SMS Templates in Shape Software

SMS templates in Shape Software help your team send faster, more consistent text messages without making every conversation feel scripted.

Instead of repeatedly typing the same follow-up, reminder, introduction, or check-in, you can create reusable SMS templates that users can quickly select when texting. Those same templates can also support larger workflows, including bulk texting, drip campaigns, and automated actions.

Templates can include dynamic data merge tokens, allowing Shape to personalize messages using information already stored on the record. This gives your team a useful balance between efficiency and personalization, especially when you’re managing a high volume of conversations.

This guide covers how to create and manage SMS templates in Shape, personalize messages with data merge tokens, configure sending and recipient numbers, and build templates that work well across manual and automated texting workflows.

Why Use SMS Templates?

Text messaging tends to work best when it’s timely, relevant, and easy to respond to. The challenge is maintaining that experience when your team may be sending hundreds or thousands of messages across different workflows.

SMS templates give you a reusable starting point.

They can help your organization:

• Reduce repetitive typing for users
• Keep common messaging consistent across your team
• Personalize messages automatically with record data
• Build repeatable follow-up strategies
• Create standardized messaging for drip campaigns and automation
• Make bulk outreach easier to manage
• Give users approved messaging while still allowing them to have natural conversations

Templates don’t have to make your team sound robotic. In fact, we generally recommend the opposite.

The strongest SMS templates usually give users a concise, conversational message that gets the conversation started.

How to Create an SMS Template in Shape

Organize SMS Templates Into Folders

As your organization builds more messaging, your template library can grow quickly.

Use Add New Folder to organize templates into logical groups.

For example:

• New Lead Follow-Up
• Appointment Reminders
• Active Follow-Up
• Customer Updates
• Long-Term Nurture
• Re-Engagement
• Drip Campaigns
• Internal Notifications

For mortgage organizations, you might have folders for new inquiries, application follow-up, document requests, pre-approval follow-up, milestone communications, or past-client nurture.

Other industries can organize templates around their own sales, service, support, or customer lifecycle.

There isn’t one required structure. The goal is to make it obvious which template someone should use without forcing them to search through dozens of similarly named messages.

Give Your Template a Clear Name

Good naming becomes increasingly important as your template library grows.

Instead of generic names like:

Follow Up 1

Consider something more descriptive:

New Lead | Day 1 | Initial Text

Appointment | 24-Hour Reminder

Hot Follow-Up | Checking In

Customer | Document Reminder

A consistent naming convention also makes templates easier to identify when you’re building drip campaigns or automated workflows later.

Add a description where helpful and select the folder where the template should live.

Configure the “To” Field

The To field determines who will receive the text message.

By default, Shape uses:

{Lead.Phone}

This tells Shape to use the mobile phone number detected on the applicable record.

Depending on your workflow and system configuration, you can also use supported data merge tokens to dynamically determine the recipient.

Select See Data Merge Tokens to review the recipient variables available within your system.

Be Careful With Hard-Coded Phone Numbers

You can also enter a specific phone number directly into the To field.

There are legitimate reasons to do this, particularly for certain internal notifications. However, it’s important to understand the behavior.

If you enter a specific phone number instead of a dynamic recipient, that template will attempt to send to that specific number every time it is used.

For most reusable customer-facing templates, you’ll generally want to use a dynamic recipient instead.

If a template is unexpectedly sending to the wrong person, checking the To configuration is a good place to start.

Configure the “From” Field

The From field determines which Shape phone number will send the text message.

Depending on your organization’s configuration, the From dropdown can include several options:

• Specific SMS-enabled phone numbers available within your Shape system
• Local Presence Number, which allows Shape to dynamically select an appropriate sending number based on your Local Presence configuration
• Assigned department users, such as the record’s assigned Sales User, Manager, or other department-specific assigned user configured within your system

Sending From an Assigned User

For many workflows, we recommend using an assigned department user rather than hard-coding a specific user’s phone number into the template.

For example, if your organization has Sales and Manager departments, the template may allow you to select the assigned Sales User or assigned Manager as the sender.

Shape will then dynamically determine the appropriate user based on the assignments on each individual record.

This makes a single SMS template much more reusable. Instead of creating separate versions of the same template for every salesperson, manager, loan officer, agent, or other user, you can build one template that dynamically sends on behalf of the appropriate assigned person.

This can be especially useful for drip campaigns and automated workflows because the same campaign can support an entire team while maintaining the appropriate sender for each record.

Using Local Presence

When Local Presence is selected, Shape dynamically selects an appropriate sending number according to your organization’s Local Presence configuration rather than requiring you to build templates around individual phone numbers.

Local Presence can be particularly useful for organizations with larger teams, multiple markets, or geographically distributed contacts.

Which From Option Should You Use?

The best choice depends on what you’re trying to accomplish.

If the message should consistently come from the person responsible for the relationship, an assigned department user is often the most scalable option.

If your strategy is based on geographic number matching, Local Presence may make more sense.

If a message should always originate from one specific business number, you can select that specific SMS-enabled number instead.

The flexibility here is useful because you don’t have to design your templates around a single sending strategy. Shape can dynamically use record assignments and your phone configuration to determine the appropriate sender while allowing the same template to be reused across your team.

What Happens When Someone Replies?

By default, when an inbound text response is received, Shape alerts the users currently assigned to that record.

That means a user doesn’t necessarily have to monitor the specific Local Presence number that originally sent the message to know that someone responded.

Inbound communication behavior can also be customized through your organization’s routing configuration. If your organization has more advanced routing requirements, your configured inbound rules may affect how those responses are handled.

Personalize SMS Templates With Data Merge Tokens

One of the most useful parts of SMS templates is the ability to combine reusable content with dynamic record information.

Rather than creating:

Hi, this is Sarah. I wanted to follow up on your request. Do you have a few minutes to connect today?

you can build a reusable version using supported data merge tokens:

Hi {Lead.FirstName}, this is {Assigned User}. I wanted to follow up on your request. Do you have a few minutes to connect today?

Shape can then populate the applicable information when the template is used.

The exact data merge tokens available depend on your Shape configuration and the data available within your system.

Use See Data Merge Tokens while building your template to review your available options.

What If a Merge Token Doesn’t Have Any Data?

If the underlying field is blank, the merge token will populate as blank.

For example, a template containing:

Hi {Lead.FirstName}, I wanted to follow up with you.

could appear as:

Hi , I wanted to follow up with you.

if the record doesn’t contain a first name.

For commonly used templates, especially automated ones, we recommend choosing merge fields that are reliably populated in your database.

It’s also a good idea to test important templates against real-world examples before adding them to a large-scale workflow.

Writing Better SMS Templates

A good text message should feel like a text message.

It’s easy to take copy originally written for an email and turn it into an SMS template, but that doesn’t necessarily create the best experience.

For example, this is technically fine:

We are reaching out regarding your recent inquiry and would appreciate the opportunity to discuss your available options. Please let us know when you have availability to speak with one of our representatives.

But something like this will generally feel much more natural in a text conversation:

Hi {Lead.FirstName}, this is {Assigned User}. I wanted to follow up on your request. Do you have a few minutes to connect today?

A few things to consider when building your templates:

• Keep the purpose of the message clear.
• Write the way a real person would reasonably text.
• Personalize the message where it makes sense.
• Give the recipient an easy way to respond.
• Avoid unnecessarily long introductions.
• Be thoughtful about links and promotional language.
• Make sure your merge tokens work with the records that will receive the message.
• Test important messages before incorporating them into larger workflows.

You don’t necessarily need to cram every piece of information into the initial text. Often, the purpose of the first message is simply to start the conversation.

SMS Template Character Limit

Shape supports SMS template content up to 700 characters.

That gives you flexibility when a message requires additional context, but the maximum shouldn’t necessarily be the target.

Longer messages can be harder to read and may be handled differently by carriers depending on message length and content. For most conversational outreach, a shorter message with a clear purpose is usually easier for the recipient to understand and respond to.

SMS Templates and Opt-Out Language

Many of the standard SMS templates included with Shape contain opt-out language. We include this language to give organizations a strong starting point when setting up their messaging.

However, Shape does not automatically append opt-out language to every SMS template.

If you’re creating your own SMS templates, you can add the language your organization determines is appropriate for the message and use case.

You can also modify the language included in Shape’s standard templates based on your organization’s preferences and guidance from your own legal or compliance counsel.

Shape automatically processes supported carrier opt-out keywords when they’re received. This functionality is separate from the content written into the outgoing SMS template itself.

If your organization requires specific disclosures or opt-out language within its messages, make sure that language is included when creating or modifying your templates.

Using SMS Templates for One-to-One Texting

SMS templates are useful even if you aren’t using automation.

When manually texting an individual record, users can select an existing template instead of typing the same message repeatedly.

This works particularly well for repeatable conversations such as:

• Initial introductions
• Follow-up attempts
• Appointment confirmations
• Appointment reminders
• Document or information requests
• Status updates
• Check-ins
• Re-engagement

Templates give the user a strong starting point while still allowing the conversation that follows to happen naturally.

For teams with high communication volume, the time saved across hundreds of small interactions can add up quickly.

Using SMS Templates for Bulk Texting

SMS templates can also be selected when performing supported bulk text actions from Shape list pages.

This makes it possible to build an audience using Shape’s list filters, select the applicable records, and send consistent messaging to that segment.

Bulk texting is intentionally queued rather than sending every message simultaneously. Shape controls the sending pace to support messaging throughput and deliverability.

This means a larger bulk send can take some time to complete, and that’s intentional.

Bulk and automated texting also follow your organization’s configured texting schedule.

Shape’s standard configuration is typically 8:00 AM to 7:00 PM based on the recipient’s detected time zone. If Shape can’t determine the recipient’s time zone, the organization’s configured time zone is used instead.

If the texting window closes while messages are still queued, Shape pauses the remaining bulk or automated messages and resumes them when the sending window opens again.

Your organization may have a different run schedule if one was specifically configured.

Manual one-to-one texting is not stopped by this automated sending window.

For larger campaigns, we recommend reviewing Shape’s dedicated Bulk Texting Guide for more information about queueing, throughput, sending schedules, 10DLC, and bulk messaging best practices.

Using SMS Templates in Drip Campaigns

SMS templates can be added as steps within Shape’s drip campaigns.

This is where a thoughtfully built template library can become particularly valuable.

Instead of requiring users to remember exactly when and how to follow up, organizations can create structured communication strategies that combine SMS with other supported campaign steps.

For example, a new inquiry strategy might incorporate different text templates over several days alongside calls, emails, tasks, or other activities.

The templates handle the content while the drip campaign handles the timing and sequence.

Important: Editing a Template Does Not Automatically Update an Existing Drip Campaign

This is important if you regularly update your messaging.

If you edit an SMS template that has already been selected within a drip campaign, the campaign will not automatically inherit the updated version of that template.

After changing the original SMS template:

1. Open the applicable drip campaign.
2. Find the step using the template.
3. Re-select the updated SMS template.
4. Save your campaign changes.

Re-selecting the template pulls the updated version into that campaign step.

Whenever you make a significant change to a commonly used template, it’s a good idea to consider whether that template is currently being used in any active drip campaigns.

Using SMS Templates With Automated Actions

SMS templates can also support Shape’s Automated Actions.

Depending on your organization’s workflow and configuration, automated actions can respond to record data, statuses, activities, milestones, and other criteria.

Pairing templates with automation can help organizations build more consistent communication processes without requiring users to manually initiate every routine message.

This can be useful for everything from sales follow-up to customer service and transactional communication.

The goal isn’t necessarily to automate every conversation. It’s to automate the repetitive parts where doing so makes sense, while giving your team more time to focus on the conversations that need a person.

SMS Templates, 10DLC, and Deliverability

Your SMS template is only one part of a successful texting strategy.

For organizations sending application-to-person messaging in the United States, messaging may also be subject to carrier requirements and 10DLC registration.

Creating a template doesn’t override your organization’s 10DLC configuration, SMS opt-out preferences, messaging throughput, sending schedule, carrier filtering, or other messaging controls.

The content of your messages can matter too.

Carriers evaluate messaging using a variety of signals, and certain messaging patterns or content can affect delivery. Shape also includes messaging safeguards designed to help identify certain prohibited message content before it’s sent.

If a message is rejected because prohibited content is detected, review the message wording before attempting to send it again.

For organizations doing significant automated or bulk outreach, we recommend treating your SMS template library as part of your overall messaging strategy rather than simply a collection of canned responses.

Good data, appropriate audiences, clear messaging, properly configured sending numbers, opt-out management, and thoughtful automation all work together.

Managing Your SMS Template Library

As your Shape environment grows, periodically reviewing your templates can make the system much easier to manage.

Some practices we recommend include:

• Use a consistent naming convention.
• Organize templates into folders.
• Include the workflow or purpose in the template name.
• Use data merge tokens thoughtfully.
• Test templates before using them in high-volume workflows.
• Review older templates that may no longer reflect your messaging.
• Check active drip campaigns after making template changes.
• Limit template-management permissions appropriately.
• Keep customer-facing messages conversational.
• Avoid creating multiple templates when one well-designed dynamic template can accomplish the same goal.

For organizations with multiple departments or very different customer journeys, you may also want separate template structures for each workflow.

A sales team’s messaging strategy may look very different from a service or support team’s strategy. Shape gives you the flexibility to build your template library around the way your organization actually communicates.

Frequently Asked Questions About SMS Templates

Can I personalize SMS templates?+

Yes. Shape supports data merge tokens that can dynamically populate supported information from the record.

The available tokens depend on your Shape configuration.

What happens if a data merge token is blank?+

The value will populate as blank.

For that reason, use fields that are reliably populated whenever possible, particularly for automated messaging.

Can SMS templates be used for manual texting?+

Yes. Users can select templates during supported one-to-one texting workflows, making common messages faster to send without requiring automation.

Can SMS templates be used for bulk texting?+

Yes. SMS templates can be used with supported bulk text actions.

Bulk messages are queued according to Shape’s messaging throughput and applicable texting windows rather than being transmitted simultaneously.

Can SMS templates be used in drip campaigns?+

Yes. SMS templates can be selected as steps within Shape drip campaigns.

Remember that editing the original template does not automatically update an existing campaign step. Re-select the template within the campaign after making changes.

Can SMS templates be used with automated actions?+

Yes. SMS templates can be incorporated into supported automated workflows based on your Shape configuration.

Does Shape automatically add opt-out language to my SMS template?+

No.

Many Shape-provided templates include opt-out language as a helpful starting point, but Shape does not automatically append that language to every custom SMS template.

Organizations should determine what language is appropriate for their messaging with their own legal or compliance counsel.

Does Shape process text opt-outs?+

Yes. Shape processes supported carrier opt-out keywords when they are received and applies the applicable texting opt-out behavior.

Can I remove the opt-out language included in a Shape-provided template?+

Yes. Templates can be modified according to your organization’s preferences and requirements.

Who can create and edit SMS templates?+

SMS Template administration is governed by your organization’s Settings access and Role Permissions.

What is the maximum length of an SMS template?+

Shape currently supports SMS template content up to 700 characters.

For most customer-facing communication, we still recommend keeping the message as concise as reasonably possible.

Can I send a template from a Local Presence number?+

Yes, when Local Presence is available and configured for your organization.

Shape will use your Local Presence configuration to determine the appropriate sending number.

Who is notified when someone responds to a text?+

By default, Shape alerts the users currently assigned to the record when an inbound text response is received.

Organizations can have different inbound routing configurations, so behavior may vary when custom routing rules have been implemented.

Why is my SMS template sending to the wrong number?+

Review the template’s To field.

If an actual phone number was entered instead of a dynamic recipient such as {Lead.Phone}, the template will attempt to send to that hard-coded number.

Why didn’t my drip campaign update after I edited an SMS template?+

Editing the original template does not automatically replace the version already selected within a drip campaign.

Open the drip campaign, re-select the updated template in the applicable step, and save your changes.

Can I include an image in an SMS template?+

Standard SMS templates are intended for text messaging. For messages that include supported media, use Shape’s separate MMS Templates functionality.

Build a Template Library That Works for Your Team

SMS templates are simple on the surface, but they can become an important part of a much larger communication strategy.

For an individual user, a template can save a few minutes of repetitive typing. Across an entire organization, the same template library can support consistent one-to-one communication, segmented bulk outreach, structured drip campaigns, and automated follow-up.

The best approach is usually to start with the conversations your team already has every day.

Identify the messages you’re repeatedly writing, turn the right ones into reusable templates, personalize them with reliable record data, and then look for opportunities to incorporate those templates into broader Shape workflows.

If you need help reviewing your SMS template strategy, configuring your messaging workflows, or determining how templates can fit into your automation, contact your Shape account representative or Shape Support.