SMS Notifications with Twilio + MagicBell

Why SMS Notifications Still Win — and How to Power Them with Twilio + MagicBell

We live in an age of information overload. Our inboxes are overflowing, app push notifications are ignored, and Slack messages often vanish into the scroll. Yet, there's one channel that still cuts through the noise: SMS.

If you're new to SMS notifications, start with our guide on what SMS notifications are and why they're important for business growth.

In fact, SMS boasts:

• 98% open rates (compared to ~20% for email)
• 90% of messages read within 3 minutes
• Global reach with no app download required

For businesses, SMS is a channel too powerful to ignore. From product updates and delivery alerts to critical system notifications, text messages deliver immediacy and trust.

But managing SMS as a notification channel can feel tricky. You don't want to build a siloed messaging system just for texts. That's where MagicBell + Twilio comes in.

Why Use SMS as a Notification Channel?

Before diving into the tech, let's explore why SMS deserves a spot in your communication stack:

1. Reach users anywhere - Whether your customer is commuting, working remotely, or traveling abroad, SMS doesn't require internet or a specific app.

2. Cut through the noise - Text messages bypass the crowded inbox and lock screen clutter, making them one of the most effective ways to grab attention.

3. Versatile use cases

   • Security: OTP codes, fraud alerts
   • Customer success: appointment reminders, support follow-ups
   • Ops & engineering: downtime alerts, incident communication

4. High trust factor - Users are more likely to treat SMS as "urgent" and relevant compared to email or in-app notifications.

Still deciding between SMS and other channels? See our detailed comparison of push notifications vs SMS to choose the right channel for your use case.

The MagicBell + Twilio Advantage

MagicBell is a complete notification inbox & delivery system. It lets you orchestrate notifications across multiple channels—web, mobile push, email, and SMS — all while managing preferences and avoiding notification overload.

Twilio, meanwhile, is the industry leader in reliable SMS delivery. It gives you global carrier connectivity, compliance tooling, and scale.

When you connect Twilio with MagicBell:

• SMS becomes just one channel in your omni-channel notification strategy.
• You don't reinvent the wheel—MagicBell handles delivery orchestration, user preferences, and unified logs.
• Twilio ensures messages actually get delivered quickly and reliably.

Step 1: Set Up Your Twilio Credentials

Before integrating, log into the Twilio Console:

1. Grab your Account SID.
2. Generate an API Key + Secret (recommended over using the Auth Token).

3. Make sure you have a phone number with SMS capability in E.164 format (+15551234567).

Step 2: Connect Twilio in MagicBell

You can connect Twilio as an SMS provider inside your MagicBell project.

Via the Dashboard - Option A

1. Log into your MagicBell Dashboard.

2. Navigate to Channels → SMS → Twilio.
   

3. Enter:

   • account_sid (from Twilio)
   • api_key (Key SID, starts with SK)
   • api_secret (your Twilio API Key secret)
   • from (your Twilio phone number in +E.164)

4. Save — MagicBell is now linked with Twilio.

Via API - Option B

curl -X PUT https://api.magicbell.com/v2/integrations/twilio \\

  -H "Authorization: Bearer YOUR\_PROJECT\_JWT" \\

  -H "Content-Type: application/json" \\

  -d '{

    "account\_sid": "ACxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx",

    "api\_key": "SKxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx",

    "api\_secret": "your\_api\_key\_secret",

    "from": "+15551234567"

  }'

Step 3: Send Your First SMS Notification

With Twilio wired in, sending an SMS is as simple as sending a notification through MagicBell.

Here's an example broadcast that includes an SMS override:

curl -X POST https://api.magicbell.com/v2/broadcasts \\

  -H "Authorization: Bearer YOUR\_PROJECT\_JWT" \\

  -H "Content-Type: application/json" \\

  -d '{

    "title": "Hello from MagicBell",

    "content": "This will hit SMS via Twilio 🚀",

    "recipients": \[

      { "external\_id": "user-123", "phone\_numbers": \["+15558675309"\] }

    \],

    "overrides": {

      "channels": {

        "sms": {

          "title": "Hello from MagicBell",

          "content": "If you got this, Twilio is connected 🎉"

        }

      }

    }

  }'

Your user will instantly receive the SMS.

Step 4: Test Your Integration

Before going live, verify your Twilio + MagicBell integration is working correctly:

Send a Test Message to Yourself

Use your own phone number as the recipient to confirm end-to-end delivery:

curl -X POST https://api.magicbell.com/v2/broadcasts \
  -H "Authorization: Bearer YOUR_PROJECT_JWT" \
  -H "Content-Type: application/json" \
  -d '{
    "title": "Integration Test",
    "content": "Testing Twilio + MagicBell integration",
    "recipients": [
      { "external_id": "test-user", "phone_numbers": ["+1YOUR_PHONE_NUMBER"] }
    ]
  }'

Verify in the MagicBell Dashboard

After sending a test notification:

1. Navigate to Events in your MagicBell Dashboard
2. Look for your test broadcast and check its delivery status
3. Confirm the SMS channel shows as "delivered"

Check Twilio Logs

For detailed delivery information, check the Twilio Console:

1. Go to Monitor → Logs → Messaging
2. Find your test message by timestamp or recipient number
3. Verify the status shows "delivered" (not "failed" or "undelivered")

Test Edge Cases

Before production, test these scenarios:

• Long messages: Send a message over 160 characters to verify concatenation works
• Special characters: Include emojis or non-ASCII characters to check encoding
• Invalid numbers: Confirm error handling for malformed phone numbers

Step 5: Troubleshooting Common Issues

If your SMS notifications aren't being delivered, here are the most common issues and solutions:

Phone Number Format Errors

The most frequent issue is incorrect phone number formatting.

Problem	Example	Solution
Missing country code	5551234567	Add country code: +15551234567
Missing plus sign	15551234567	Add plus: +15551234567
Contains formatting	+1 (555) 123-4567	Remove spaces/punctuation: +15551234567
Contains letters	+1555CALLME	Use only digits after the plus sign

All phone numbers must be in E.164 format: + followed by country code and number with no spaces or punctuation.

Twilio Error Codes

Common Twilio error codes you may encounter:

Error Code	Meaning	Solution
21211	Invalid phone number	Verify E.164 format and that the number exists
21608	Unverified destination	In trial accounts, verify the recipient number in Twilio Console
21610	Recipient unsubscribed	User replied STOP; cannot send until they opt back in
21614	Invalid mobile number	Number is a landline or VoIP that can't receive SMS
30003	Unreachable destination	Carrier issue; retry later or contact recipient
30004	Message blocked	Carrier filtered as spam; review message content
30005	Unknown destination	Number doesn't exist or is disconnected
30006	Landline or unreachable	Number can't receive SMS; verify it's a mobile number
30007	Carrier violation	Message violates carrier policies; review content
30008	Unknown error	Temporary issue; retry the message

For a complete list, see Twilio's Error Code Reference.

Carrier Filtering

US carriers actively filter SMS to prevent spam. Your messages may be blocked if they:

• Contain spam trigger words (FREE, WINNER, URGENT in all caps)
• Include shortened URLs from public shorteners (bit.ly, tinyurl)
• Are sent from unregistered numbers (see 10DLC below)
• Have high complaint rates from recipients

Solutions:

• Use your own branded short domain for links
• Avoid ALL CAPS and excessive punctuation
• Keep messages professional and relevant
• Honor opt-outs immediately

10DLC Registration (US Traffic)

As of 2023, US carriers require 10DLC (10-Digit Long Code) registration for application-to-person messaging. Unregistered numbers face:

• Severely limited throughput (as low as 1 msg/sec)
• Higher filtering rates
• Potential blocking

To register:

1. Complete your Twilio Business Profile
2. Register your Brand in the Twilio Console
3. Create a Campaign describing your use case
4. Wait for carrier approval (typically 1-7 days)

See Twilio's 10DLC Guide for detailed instructions.

Rate Limits and Throughput

Different number types have different sending limits:

Number Type	Throughput	Best For
Long Code (10DLC registered)	3-75 msg/sec (based on trust score)	Most business use cases
Toll-Free	~3 msg/sec	Moderate volume, professional appearance
Short Code	100+ msg/sec	High volume marketing campaigns

If you're hitting rate limits, consider upgrading to a toll-free number or short code.

Step 6: Make SMS Part of a Unified Strategy

The real magic isn't just sending texts—it's making SMS one piece of your broader strategy. With MagicBell you can:

• Respect user preferences (opt-out of SMS but keep push notifications).
• Ensure no duplication (don't send the same alert via SMS + push unless necessary).
• Get centralized logs of all notifications (for auditing & debugging).

Looking to optimize your SMS strategy? Our SMS notification best practices guide covers compliance, timing, and engagement optimization. Need message inspiration? Browse our library of ready-to-use SMS notification templates.

Important: Before sending SMS notifications, ensure you comply with TCPA regulations and GDPR SMS marketing guidelines, including proper opt-in consent and opt-out mechanisms.

Conclusion: SMS as Your Competitive Edge

In a world of fragmented communication, SMS remains one of the most reliable ways to reach users. Pairing Twilio's global-scale delivery with MagicBell's orchestration and inbox ensures you use SMS effectively—not excessively.

That means:

• Faster responses from your customers.
• Higher engagement with critical updates.
• Happier teams managing fewer notification silos.

Ready to get started? Sign up for MagicBell and connect your Twilio account today. Your customers (and your ops team) will thank you.