MMS
The mobile message with photos, audio or video, and when it's worth it compared to SMS or RCS
An MMS (Multimedia Messaging Service) is a mobile message that, besides text, can carry images, audio or video. It works with the phone number, with no app to install.
It’s the big brother of SMS. While an SMS is limited to 160 characters of text, a multimedia message lets you send a photo, a short clip or a contact card.
Today it’s rarely used in Spain, but it’s still active on every phone. And it’s worth knowing about if you work in mobile marketing.
What does MMS mean and how does it work?
The acronym stands for Multimedia Messaging Service. The standard was developed by 3GPP and the WAP Forum, and its commercial launch began in March 2002.
It works in three steps:
- Your phone packages the text and files and sends them to your carrier’s multimedia messaging server.
- That server stores the content and notifies the recipient’s phone with a small control message.
- The receiving phone downloads the content using its data connection.
That’s why a multimedia message needs mobile data turned on. If it’s off, the message stays waiting to be downloaded.
What’s the difference between SMS and MMS?
The main difference is the content. But the price, the network they use and what can go wrong also differ:
| Feature | SMS | MMS |
|---|---|---|
| Content | Text and emojis only | Text, image, audio, video or vCard |
| Text length | 160 characters per message (70 with some symbols) | Much longer, without being split into parts |
| Size | A few bytes | Usually between 300 and 600 KB, depending on the carrier |
| Connection | Mobile network, no data | Needs mobile data to download |
| Cost for the user | Usually included in the plan | Many plans charge for it separately |
A detail many people don’t know: your phone turns an SMS into an MMS on its own. It happens if you add a photo, if you write to a group or if the text is very long.
If your plan doesn’t include multimedia messages, that message can end up costing you a lot without you noticing.
How much does it cost to send an MMS?
It depends on the carrier and the plan. Many include unlimited SMS, but not multimedia messages.
A striking example: according to El Debate in 2023, Movistar charged 1 euro per MMS, a rate in place since 2008. Always check your carrier’s terms before sending photos this way.
For a business, the cost per message is also usually much higher than for an SMS.
That’s why hardly anyone uses it for mass campaigns in Spain.
How do you enable MMS on your phone?
If you can’t send or receive multimedia messages, check these settings:
- On iPhone: go to Settings, Apps, Messages and check that the MMS Messaging option is turned on. It only appears if your carrier supports it.
- On Android with Google Messages: go to Settings, Advanced and turn on “Auto-download MMS”.
- On both: keep mobile data turned on. On Wi-Fi alone, the message sometimes doesn’t download.
If everything looks fine and it still fails, call your carrier. The service may be disabled on your line.
What do businesses use MMS for?
In the United States this format took off in a big way. Between 2010 and 2013 its traffic grew from 57 billion to 96 billion messages a year.
There it’s used to send coupons with images, tickets with codes or the GIF of a new product. Also to recover an abandoned cart with a photo of the item. In a Black Friday campaign, a photo grabs more attention than plain text.
In Spain the picture is different. First, because of the price. Second, because the experience depends on the phone: if the recipient has no data, they see a notice instead of the image.
That’s why Spanish brands prefer other channels for visual content, such as email marketing or push notifications. The usual approach is a short SMS with a link to a landing page or a well-designed email.
SMS and email from the same account
With Mailrelay you send SMS with text, emojis and links, and emails with as many images as you want, to the same contacts.
MMS, RCS and WhatsApp: which one is right for you?
MMS has already been superseded. RCS messaging is its successor: it supports higher-quality images, buttons, carousels and read receipts.
Since iOS 18, the iPhone supports it too. In Spain, Movistar, O2 and the Masorange brands enabled it in September 2024.
Here’s how the options stack up for a business:
- SMS: reaches any phone, even without data. Ideal for alerts, codes and reminders, as in a transactional email.
- MMS: adds an image or a video, but it costs more and the experience is inconsistent.
- RCS: the richest option, although both phones need to support it.
- WhatsApp: widely used in Spain, but only with people who give you permission and have the app. We cover it in WhatsApp marketing.
In practice, no channel replaces the others. That’s the idea behind omnichannel: multichannel automation that combines each channel as the moment requires works better.
Best practices if you send multimedia messages
Ask for permission before writing, for example with a double opt-in. The GDPR applies to a mobile message just as it does to a commercial email.
Personalize the message with the subscriber‘s name or city, and add a single call to action.
Optimize your files. An image over 300 KB may arrive cropped or heavily compressed.
Always include a clear way to unsubscribe, as in your newsletter. A preference center lets people choose the channel.
And measure the results. Compare the engagement, CTR and conversion rate of the mobile channel with the open rate of your emails before investing more.
How Mailrelay helps you with SMS and email
Mailrelay doesn’t send MMS, but it covers what brands usually look for in them: instant text on the phone and images that look great.
With Mailrelay’s SMS service you send messages with text, emojis and links. You can paste the numbers or use the ones in your email lists. If the text is long, the platform automatically concatenates several SMS.
For visual content, email has no 600 KB limit. You design a responsive email with photos, GIFs and buttons, and send it with segmentation to your subscriber groups.
A combination that works: an SMS alert with a link and an email with all the details. That way you make the most of the immediacy of mobile and the richness of email.
All from the same account, with up to 80,000 emails a month and 20,000 contacts for free, plus support by chat, ticket and phone.
Mobile and email, better together
Up to 80,000 emails a month and 20,000 contacts for free, SMS from the same dashboard and support by chat, ticket and phone.
Frequently asked questions about MMS
What is an MMS on a phone? It’s a message sent to a phone number that can include text, images, audio or video. It needs mobile data to download.
Why was my SMS sent as an MMS? Your phone converts it automatically when you add a file, write to a group or the text is very long.
Do multimedia messages cost extra? It depends on your plan. Many include unlimited SMS but charge separately for multimedia messages.
What is the maximum size of an MMS? There’s no single limit. It’s usually between 300 and 600 KB, although some carriers allow more.
Is RCS replacing MMS? That’s the idea. RCS offers more features, but if the other phone doesn’t support it, the message is sent as an SMS or MMS instead.