If you're running a campaign, chasing leads, or just need to blast a bunch of people with a message, bulk SMS is about as direct as it gets. But doing it well — scheduling, targeting, not annoying your recipients — is another story. This guide is for anyone who wants to use Callfire to send and schedule SMS in bulk, without getting lost in a maze of settings or falling for shiny features that sound good but don’t actually help.
Here’s how to actually get it done, what you need to watch out for, and a few practical tips from someone who’s sent more than a few mass texts.
1. Get Your Callfire Account Ready
Before you can send anything, you need an active Callfire account. If you haven’t signed up, you’ll need to:
- Go to their website and create an account.
- Add your payment info — SMS isn’t free, and Callfire bills per message.
- Verify your email and phone number (they’re strict about spam and compliance).
Pro tip: Don't use a throwaway number for setup. If you plan to send real campaigns, start with a number you control.
Register a Sending Number
You can’t send texts from just any number. Callfire requires you to buy or verify a sending number (sometimes called a “long code” or “short code”).
- Long codes: Look like regular phone numbers. Good for smaller volumes, more personal, but can get blocked if you go too heavy.
- Short codes: 5-6 digit numbers. Cost more, but better for high volume and less likely to get flagged.
Reality check: If you’re just starting out, a long code is fine. Short codes are serious money and require registration and approval.
2. Prep Your Contact List (Don’t Skip This)
Your results are only as good as your list. If you text people who never opted in, you’re likely to get blocked, fined, or both.
What you need:
- A CSV or Excel file with phone numbers. First name, last name, and other fields are optional but help personalize.
- Numbers formatted as 10-digit US numbers (no dashes, spaces are OK).
- Consent from everyone on your list. Seriously, don’t skip this.
What to avoid:
- Old, scraped, or purchased lists. These get flagged fast.
- Duplicates. Callfire will try to filter, but do your own cleanup.
- International numbers (unless you’ve checked that Callfire supports them — most plans are US-only).
Cleaning Your List
- Remove landlines (Callfire can’t text them).
- Make sure numbers are current.
- Optional: Use a third-party service to scrub for invalid numbers. Not required, but it can save you some headaches.
3. Create Your SMS Campaign
Here’s where most people get lost in the weeds. Callfire’s interface isn’t fancy, but it’s functional. Here’s how to set up your campaign without getting distracted:
a. Log in and Go to “Create” > “Text Message”
- You’ll see options for Voice, Text, etc. Pick “Text Message.”
- Name your campaign something you’ll remember later.
b. Upload Your Contacts
- Upload your CSV or Excel file.
- Map the columns: phone number is required, everything else is optional.
- If you included names, you can use those for personalization later.
c. Write Your Message
- 160 characters per message. Go over, and you’ll pay for multiple messages.
- Personalize with merge tags (like “{{firstName}}”) — but keep it simple.
- Avoid links if you can. If you must include a link, use your own domain, not a generic URL shortener (these get flagged as spam).
What works:
- Clear, direct language.
- Obvious opt-out instructions (e.g., “Reply STOP to unsubscribe”).
- Relevance — don’t send generic blasts.
What doesn’t:
- Emojis, special characters, or CAPS LOCK everywhere. These increase spam risk.
- Walls of text. No one reads them.
4. Schedule Your Campaign
Timing matters. You want your message to land when people are likely to see it — not at 3am, and not during dinner. Here’s how to set up scheduling in Callfire:
a. Set Delivery Time
- After writing your message, look for the “Schedule” or “Send Later” option.
- Pick your desired date and time.
- Callfire uses your account’s timezone, so double-check if you have contacts in different time zones. (It won’t automatically adjust for each contact.)
b. Advanced Scheduling Tips
- If your list spans time zones, consider splitting it and scheduling batches for each zone.
- Don’t schedule messages during “quiet hours” (typically before 8am or after 9pm local time). This isn’t just polite — it’s a legal requirement in many places.
c. Final Checks
- Review your message, list, and scheduled time one last time.
- Set up a test: Send to yourself or a small group first. This catches formatting issues, broken links, or embarrassing typos.
- Confirm — once you hit “Schedule,” your campaign is queued.
5. Monitor and Manage Your Campaign
Just because you hit “send” doesn’t mean you’re done. Here’s what to watch for:
a. Track Delivery and Responses
- Callfire’s dashboard shows delivery rates, bounces, and replies.
- If lots of messages aren’t delivered, check your list quality and message content (spammy language gets filtered).
- Respond to replies — even “STOP” messages. If someone opts out, remove them immediately.
b. Watch for Red Flags
- High opt-out rates: Your message or targeting is off.
- Low delivery rates: Bad numbers or your messages are getting blocked.
- Complaints: Don’t ignore them. Enough complaints, and your number could get blacklisted.
c. Export Results
- Download reports to see who clicked links (if you used tracking), who replied, and how many messages went through.
- Use this info to clean your list and improve future campaigns.
Real-World Pitfalls (and How to Dodge Them)
- Over-messaging: Don’t send more than a couple texts a week unless people expect it. Frequency is the #1 way to get blocked.
- Compliance: The law is strict. If you ignore opt-outs or text people without permission, you’re asking for legal trouble.
- Chasing every feature: Callfire has bells and whistles — automated replies, integrations, etc. Nice if you need them, but most folks never do.
- Assuming “bulk” means “impersonal”: You can personalize even mass texts. Use people’s names, segment your lists, and keep it relevant.
Shortcuts and Pro Moves
- Templates: Save your best-performing messages as templates for future use.
- Tagging Contacts: Use tags to segment by geography, interest, or engagement.
- API/Integrations: If you’re a developer or have a tech team, Callfire’s API can automate campaigns from your CRM or website.
- Legal Reminders: Always include opt-out instructions. It’s not optional.
Keep It Simple and Iterate
Bulk SMS isn’t rocket science, but it’s easy to overcomplicate. Start with a clean list, a clear message, and a reasonable schedule. Don’t worry about every feature right away — get your basics solid, see what works, and adjust as you go. If something feels like overkill, it probably is.
SMS campaigns are won by people who keep it straightforward and value their recipients’ time. That’s your real edge. Good luck!