Bulk SMS for Casinos, Gambling and iGaming: Features, Standards, Examples
The gambling and iGaming industry is one of the most competitive digital markets, where brands work constantly to increase player retention, engagement and conversion. One of the channels that consistently delivers high effectiveness is Bulk SMS—mass messaging campaigns sent through reliable SMS routes.
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Industry data shows:
- promotional SMS CTR: 10–25%
- reactivation conversion: up to 20%
- deposit conversion: 3–7%
- OTP delivery success via Direct routes: 95–99%
4. Proven Performance
SMS uses the 160-character GSM limit, making concise copywriting critical.
A good gambling SMS must include:
A good gambling SMS must include:
- offer
- clear CTA
- brand name / sender ID
- opt-out phrase
3. Short Character Limit
Due to strict anti-fraud policies, operators often block or filter keywords such as:
To avoid filtering:
- casino
- bet
- bonus
- gambling
- free spins
- win money
To avoid filtering:
- use pre-approved templates
- avoid risky keywords
- utilize Premium or Direct SMS routes
- A/B test alternative content versions
2. Increased Filtering from Operators
Most countries require:
- verified opt-in
- clear opt-out
- age restriction compliance (18+)
- secure data processing (GDPR where applicable)
- content limitations
1. Regulatory Restrictions
Key Features of Bulk SMS in Gambling & iGaming
SMS routes are the technical channels connecting a sender to a mobile operator. The choice of routes is critical for gambling and iGaming due to filtering and regulatory controls.
Main categories:
For iGaming brands, using only official, compliant SMS routes is mandatory to ensure delivery and avoid blocking.
Main categories:
- Direct routes — Operator-approved, most reliable. Ideal for OTP and transactional messages.
- Premium routes — Priority delivery for VIP messaging or high-stakes campaigns.
- Wholesale routes — Affordable and scalable, used for promotional Bulk SMS.
- Grey routes — Non-official routes that risk blocking or filtering. Not recommended for gambling campaigns.
For iGaming brands, using only official, compliant SMS routes is mandatory to ensure delivery and avoid blocking.
SMS Routes
Bulk SMS refers to mass SMS delivery to large contact lists using professional gateways. In gambling and iGaming, it is used for:
Key advantages:
- promotional offers
- bonuses & free spin announcements
- match or tournament alerts
- reactivation flows
- 2FA and OTP verification
- win notifications
- VIP service communication
Key advantages:
- near-instant delivery
- extremely high open rate
- low cost per contact
- works without internet
- excellent for time-sensitive promos
Bulk SMS
What Is Bulk SMS and What Are SMS Routes?
With SMS open rates often exceeding 90% across global markets and conversion rates far above email and push notifications, operators continue to rely on SMS for promotions, reactivation flows, onboarding and transactional messaging.
Below is a full breakdown of how Bulk SMS works for gambling brands, regulatory standards, messaging examples, typical use cases, and a complete setup guide.
Below is a full breakdown of how Bulk SMS works for gambling brands, regulatory standards, messaging examples, typical use cases, and a complete setup guide.
VIP players expect premium communication.
- Use Premium routes for priority delivery and consistent branding.
Case 4 — VIP Customer Care
Sportsbooks and casinos send urgent offers:
“🔥 Super odds today! 15.0 boosted coefficient for the match. Expires in 3 hours.”
“🔥 Super odds today! 15.0 boosted coefficient for the match. Expires in 3 hours.”
- High impact due to immediate visibility.
Case 3 — Time-Sensitive Promotions
Used for:
Requirements:
- registration
- login verification
- withdrawal confirmations
- win notifications
Requirements:
- only Direct SMS routes
- fast and guaranteed delivery
- DLR (delivery reports)
Case 2 — OTP & Transactional Messaging
Goal: Bring back inactive users (30–60 days).
Example message:
“We miss you! Claim your free spins today — code SPIN30. Reply STOP to opt-out.”
Typical results:
Example message:
“We miss you! Claim your free spins today — code SPIN30. Reply STOP to opt-out.”
Typical results:
- 18% returning users
- 7% making a deposit
Case 1 — Player Reactivation
Use Cases: How Gambling Brands Use Bulk SMS
Compliance Standards for Gambling SMS Campaigns
A reliable provider offers monitoring, SLA, stable routing, and 24/7 support.
Provider quality
Each country has its own rules:
- India → strict gambling restrictions
- EU → GDPR + consent logs
- MENA → strong filtering of gambling keywords
V. Geographic compliance
Needed for cost control and optimization.
IV. Reliable DLR (delivery reports)
The provider must support template approval and filtering protection.
III. Anti-Spam & Content Filtering
Mandatory in many regions (Asia, Latin America, EU).
II. Sender ID registration
- Promotions → Wholesale routes
- VIP → Premium routes
- OTP → Direct routes
I. Match the route to message type
How to Choose SMS Routes for Gambling Campaigns
- avoid unrealistic promises
- use compliant CTA wording
- validate text against spam filters
- ensure legal consistency across markets
Best practices:
- remove low-quality numbers
- improve route quality if CTR drops
- refine text to avoid filtering
Step 7 — Optimize
Track:
- deliverability
- CTR
- conversion to deposit
- revenue per message
Step 6 — Launch & Monitor
Test:
- time of day
- wording
- short vs long messages
- personalization
Step 5 — A/B Test Your Campaigns
Recommendations:
- max 150 characters
- one clear CTA
- unique promo code
- mandatory opt-out
- local language where required
Step 4 — Write Compliant SMS Content
Required in many countries for proper delivery and compliance.
Step 3 — Register Sender ID
- Direct → OTP
- Wholesale → promotions
- Premium → VIP
Step 2 — Choose SMS Routes
- ensure explicit opt-in
- clean inactive or invalid numbers
- segment users by behavior: new, loyal, high-value, dormant
Step 1 — Prepare & Verify Your Database
Setup Guide: Launching a Bulk SMS Campaign for Gambling or iGaming
“Your verification code: 5329. Do not share with anyone.”
Transactional
“We’ve missed you! Return today and claim 20 free spins. Offer valid 24h. STOP to opt-out.”
Reactivation
“🎰 Deposit today & get 50 Free Spins! Code: PLAY50. Reply STOP to unsubscribe.”
Promotion
Example SMS Messages for Gambling & iGaming
If you want premium SMS routes, high-deliverability Bulk SMS, and a fully managed messaging solution optimized specifically for gambling, betting and iGaming — get a tailored offer from our partner team:
- 👉 Visit mamonty for high-conversion player communications, global coverage and 24/7 support.
Elliot Blake
Growth marketing manager
Unit 2A, 17/F, Glenealy Tower NO.1
Glenealy Central, Hong Kong
Mattioliho 3274/1, Záběhlice, 106 00
Praha 10, CZ
Glenealy Central, Hong Kong
Mattioliho 3274/1, Záběhlice, 106 00
Praha 10, CZ