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Chelsey_Davis
Level 3
April 5, 2018
Solved

Twilio and Bulk SMS

  • April 5, 2018
  • 1 reply
  • 8179 views

Howdy!

Does anyone have experience with using Twilio to send dynamic SMS messages in bulk? For example, we're running a program this summer where we'll need to notify ~30k people that they will be participating in a demand response event for the day. In order to do this, we'll be changing a data value on the contact record via API, which will, in turn, trigger a campaign to call the Twilio webhook. I know sometimes calling a webhook for each person takes awhile for the campaign to run through everyone. If this is a time-sensitive message, does anyone have any better ideas on how to set this up?

Any tips are much appreciated!

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Best answer by SanfordWhiteman

AFAIK the Twilio limit (regardless of shortcode or full sending #) is 100 concurrent inbound requests to the API per API key.  You'll never have to worry about this w/a Marketo webhook because Mkto will only parallelize ~8 concurrent requests.

The shortcode difference comes into play after the webhook stage is complete and relates to how fast Twilio pulls messages off its internal queue and actually sends outbound via SMS. At that stage, a shortcode is vastly better because they'll send the outbound SMS at 100 messages per second if you have a shortcode but only 1 per second if you do not -- in other words, you get 100x faster delivery with a shortcode.

So for high-volume, time-sensitive sends, the key is to get things into Twilio faster than a webhook's inherent speed limitation.  In this case it's better to use the Notify service, which can send all your messages with a single API call. The way to use Notify in this case is to run everyone who qualifies through a webhook that only adds them to a Notify "segment"; you can run this webhook the day before the send, for example, or whenever you know someone should be added to the future send. Then on the day of the send you only call the webhook once, telling it to notify everyone who's been added. (You can send the webhook in the context of a special lead you dedicate for this purpose, so you can use the Marketo batch scheduler as you usually do.)

1 reply

Josh_Hill13
Level 10
April 6, 2018

Do you have a shortcode? You should discuss this with Twilio because the webhook has some sort of limit like 20 per second or 20 per min. I know SMS providers tend to throttle SMS as well w/o shortcode....which is very expensive.

You could handle the throttle with some level of randomization and waiting to slow down the webhook call.

Is there a reason you want SMS vs. Email?

Chelsey_Davis
Level 3
April 6, 2018

I'm in the process of provisioning the shortcode, but we will be using this going forward.

We'll be using email for these notifications as well. We're also allowing people to opt into SMS alerts. Technically someone could receive an email and an SMS. We're looking to determine whether the SMS alerts are impactful in our results. We're not marketing anything with it, simply an alert to let them know something will be happening that day in their home.