How to Vet an SMS Marketing Vendor: 7 Questions to Ask Before You Sign Up

So you’ve decided to add SMS to your marketing stack. You search “Bulk SMS provider in Nigeria”, and suddenly you’re hit with a wave of options. Everyone promises reliable delivery, low costs, and fast results. But you know better; not all SMS providers are built the same.

Choosing the wrong vendor can mean failed deliveries, wasted money, and even trouble with telecom regulators. That’s why we created this checklist.

Here are the 7 must-ask questions to vet any SMS marketing vendor before you sign up.

1. Do They Offer Reliable SMS Delivery Across Nigerian Networks?

It doesn’t matter how catchy your message is; if it doesn’t reach your customer, it’s wasted effort.

Why it matters: Nigerian telecom networks (MTN, Airtel, Glo, 9mobile) have strict delivery filters. Some vendors use grey routes or unreliable delivery paths that fail more often than they work.

What to ask the vendor:

• “What’s your average delivery success rate in Nigeria?”
• “Do you offer real-time delivery reports?”
• “How fast are your delivery times across different networks?”

Pro tip: Choose vendors that integrate directly with Nigerian telcos. Local integration ensures higher delivery success and compliance with national regulations.

2. Is the Platform Easy to Use (Even Without Tech Skills)?

You shouldn’t need a developer to send a simple SMS campaign.

Why it matters: If your platform is clunky, your team won’t use it effectively. And in marketing, speed matters.

What to look for:

• Clean and intuitive dashboard
• Quick campaign setup (in 3 steps or less)
• In-app tutorials or help docs

What to ask:

• “Can I try a free demo to test the dashboard?”
• “Do you provide onboarding or training videos?”

Bonus: A responsive customer success team or WhatsApp chat can make a huge difference if you ever get stuck.

3. Do They Support Segmentation, Scheduling, and Personalisation?

Gone are the days of sending one generic message to everyone. Your customers expect more.

Why it matters: Smart features let you:

• Send messages at the right time
• Greet customers by name
• Target different segments with different messages

What to ask the vendor:

• “Can I schedule messages in advance?”
• “Can I upload contacts with tags or segments?”
• “Does your platform allow for dynamic fields like [First Name]?”

Real-world example: A salon could send reminders only to customers who booked appointments in the last 30 days. That’s segmentation in action.

Bonus if they integrate with CRMs or marketing tools.

4. Are They Compliant with Nigerian Telco Regulations?

SMS marketing in Nigeria is governed by NCC rules. Ignoring compliance can get your sender ID blocked or worse.

What to ask the vendor:

• “Do you filter out DND (Do Not Disturb) numbers?”
• “How do you handle opt-outs and user consent?”
• “How do you prevent our messages from being flagged as spam?”

Why it matters: Some vendors promise full delivery, but blast messages without filtering. This leads to customer complaints and telco blacklisting.

Red flag: If a vendor avoids answering compliance-related questions, run.

5. What Support and Help Channels Are Available?

You don’t want to be stuck during a campaign without support.

Why it matters: Fast, helpful support can make or break your campaign.

What to ask:

• “How fast is your average support response time?”
• “Can I reach you on WhatsApp, phone, or email?”
• “Do you help with campaign setup or troubleshooting?”

Pro tip: Test their support before you buy. Send a message and see how quickly they respond.

Read more related article: How to Choose the Right SMS Marketing Agency for Your Business in Nigeria

6. How Transparent Is Their Pricing Model?

You don’t want surprises after your campaign has started.

What to ask:

• “Is your pricing per SMS or per campaign?”
• “Do you charge differently based on network?”
• “Are there any hidden fees (setup, sender ID, DND filtering)?”

What to look for:

• Clear dashboard showing how credits are deducted
• Flexible plans (pay-as-you-go or monthly)
• Credit rollover (if you don’t use up all credits)

Bonus: Stable pricing across months. Some vendors hike rates without notice.

7. Can You White-Label or Resell Their Services?

If you’re an agency, freelancer, or marketer managing multiple clients, this feature can be a game changer.

Why it matters: You can offer SMS as part of your service without building your own platform.

What to ask:

• “Do you support sub-accounts or team access?”
• “Can I resell under my own brand?”
• “Is your platform agency-friendly (with client folders, dashboards, etc.)?”

Bonus: White-labeling helps you build recurring revenue with minimal overhead.

Bonus: Can They Show Real Client Results or Case Studies?

Any good vendor should be able to prove they know what they’re doing.

What to ask:

• “Can you show me real campaign results or client success stories?”
• “Do you have testimonials from Nigerian brands?”

Why it matters: Real results help you assess if they’re a good fit for your business goals.

Final Thoughts: Choose a Vendor That Grows With You

SMS marketing is one of the most underrated tools in the Nigerian marketing playbook. But its success comes down to execution. And execution depends on your vendor.

Don’t just choose based on price. Choose based on what matters:

• Reliable delivery
• Local compliance
• Support
• Smart features

If you ask the right questions, you’ll find a partner that grows with you.

Ready to choose an SMS partner you can trust? Yournotify is built for Nigerian businesses that want SMS campaigns that actually deliver. Book a quick demo to start today →