Understanding SMS Message Segments in Hubspot

When you send marketing or sales texts through Hubspot, every SMS is broken into message segments. Knowing how segments and characters are counted helps you control costs, stay compliant, and avoid unexpected usage spikes.

This guide explains how SMS segmentation works, how different characters affect segment counts, and how to read your message preview so you can optimize every text you send.

What are SMS message segments in Hubspot?

Most mobile carriers do not bill by “one message.” Instead, they bill by message segments. A segment is a block of characters that your SMS is split into when delivered to your recipients.

In Hubspot, every SMS you write is automatically evaluated for length and character encoding. The tool then estimates how many segments that message will consume for each send.

How segments affect SMS usage in Hubspot

The number of segments matters because:

• Billing for SMS is based on the number of segments, not just the number of messages.
• Longer messages that use more segments cost more credits.
• Special characters or emojis can quickly increase the segment count.

When you review an SMS in your Hubspot marketing or conversations tools, you will see a live preview that includes both character count and segment count.

Supported plan types and SMS in Hubspot

SMS messaging and segment tracking are available on select plans. Access may depend on your region, your subscription level, and whether you are using marketing SMS or one-to-one messaging.

Before planning a high-volume campaign, confirm that your current Hubspot subscription includes the SMS features you need and that you understand how segments are billed under your specific contract.

How character encoding works in Hubspot SMS

Every SMS you send uses one of two underlying character encodings. The encoding determines how many characters fit into a single segment.

GSM-7 encoding in Hubspot SMS

Most standard Latin letters, numbers, and basic punctuation are encoded using GSM-7. This is the default encoding for many messages and is the most efficient type.

• Single-segment limit: Up to 160 GSM-7 characters.
• Multipart limit: When a message is long enough to require multiple segments, each segment can contain up to 153 characters because some space is reserved for stitching the segments together.

If your text uses only GSM-7 characters, Hubspot will show the higher character-per-segment limits in your message preview.

Unicode encoding in Hubspot SMS

Whenever your SMS includes characters outside the GSM-7 set, Unicode encoding is used. This includes many accented characters, non-Latin scripts, and emojis.

• Single-segment limit: Up to 70 Unicode characters.
• Multipart limit: For multi-segment Unicode messages, each segment can include up to 67 characters.

Because Unicode segments support fewer characters, adding a single emoji or special character can dramatically increase the segment count shown in Hubspot.

Counting segments in the Hubspot message preview

When composing an SMS, you will see two key values in the preview section:

• Total character count.
• Total segment count required to send that message.

Hubspot calculates these values based on:

1. Whether your message uses GSM-7 or Unicode.
2. The length of your text and included personalization tokens.
3. Any special characters such as emojis or complex symbols.

This information allows you to adjust your copy before sending so that you can stay within your preferred limits.

Example of segment calculation in Hubspot

Consider a plain English promotional message that only uses GSM-7 characters and is 145 characters long:

• Encoding: GSM-7
• Characters: 145
• Segments: 1 (within the 160-character single-segment limit)

If you extend the copy to 170 characters:

• Characters: 170
• Segments: 2 (now counted as a multipart message; each segment is up to 153 characters)

If you then add an emoji that requires Unicode, the same text may switch to Unicode encoding, reducing the per-segment limit and potentially increasing the total number of segments.

Common characters that affect segments in Hubspot

Certain characters trigger Unicode encoding or use additional space within GSM-7.

Examples of characters that may change encoding

• Emojis (for example, smiley faces, icons, and flags).
• Non-Latin alphabets (such as Cyrillic, Arabic, or Asian scripts).
• Some accented characters and symbols not included in the GSM-7 character set.

When these are present, Hubspot will show a reduced character limit per segment in the preview. As a result, the same text can consume more segments than a plain GSM-7 message.

Practical tips to control segments in Hubspot

• Keep messages concise and focused on a single call to action.
• Avoid unnecessary emojis or rare symbols in large campaigns.
• Review the character and segment counts before scheduling a send.
• Test variants of your copy to see how small changes impact segment usage.

Personalization tokens and segments in Hubspot SMS

Personalization tokens dynamically insert contact or company data into your message, such as first names or custom property values. These tokens can change the final length of each individual SMS.

In the editor, Hubspot estimates segment usage based on default or typical token lengths, but real sends may vary by contact. For example:

• A short first name may keep the SMS under one segment.
• A longer first name or combined properties can push an individual message into an additional segment.

When planning personalized campaigns, build in a margin for variation so that segment usage does not exceed your expectations.

Monitoring SMS segment usage in Hubspot

After sending messages, you can review performance and usage within your SMS reporting tools. This includes:

• Overall send volume.
• Credit or segment consumption.
• Delivery rates and engagement metrics.

Tracking these indicators over time helps you understand how often your messages extend beyond one segment and lets you adjust your templates or workflows accordingly.

Step-by-step: optimizing an SMS before sending in Hubspot

1. Draft your message: Write a clear, concise SMS focused on one primary action.
2. Check the preview: Look at the character and segment counts shown underneath the message area.
3. Scan for special characters: Identify emojis, uncommon accents, or symbols that might force Unicode encoding.
4. Edit for length: Shorten phrases or remove nonessential details to stay within your ideal segment count.
5. Re-test with personalization: Insert tokens and confirm that the preview still shows acceptable segment usage.
6. Save or send: Once satisfied, save the template or schedule the campaign in your Hubspot account.

Where to learn more about Hubspot SMS segments

For complete technical details, review the official documentation on SMS message segments directly from the source at Hubspot’s knowledge base. That article provides the most current rules on character sets, limits, and any regional considerations.

If you need strategic advice on optimizing marketing automation, CRM setups, or advanced messaging workflows in Hubspot, you can also consult specialists at Consultevo for tailored implementation support.

Summary: making the most of Hubspot SMS segments

SMS message segments determine how your texts are billed and delivered. By understanding encoding types, watching character counts, and designing compact copy, you can reduce costs while preserving clarity.

Use the built-in message preview in Hubspot to monitor segments as you write, and adjust your content before sending. Over time, this discipline leads to more efficient campaigns, better compliance, and more predictable SMS performance.

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