Broker Reviewed

Features Cellcast Notifyre ClickSend Gateway directSMS SMS Broadcast
Overall rating
Price (out of 5) 5 4 4 2.5 4
Tools (out of 5) 4 5 4 3.0 4.5
Trust (out of 5) 4 4 4 3.0 3.5
Customer service (out of 5) 5 5 4.5 3.0 4
Years founded 2001 2000 2006 2001 2005
Listed or Private company Private Private Private Private Private
Head Office Melbourne, Australia Sunshine Coast, Australia Perth, Australia Sydney, Australia Melbourne, Australia


Price per sms Cellcast Notifyre ClickSend Gateway directSMS SMS Broadcast
  • >250K+
  • >100K+
  • >10K+
  • >2000
  • <2.8 cents
  • 2.8 cents
  • 2.9 cents
  • 3.1 cents
  • 5.0 cents
  • 5.0 cents
  • 5.0 cents
  • 5.0 cents
  • 5.2 cents
  • 5.2 cents
  • 5.2 cents
  • 5.6 cents
  • 5.5 cents
  • 5.5 cents
  • 6 cents
  • 6.5 cents
Payment mode Prepaid & invoice Prepaid & invoice Prepaid & invoice Prepaid & invoice N/A
Price match
Set up fees
Monthly fees
Feature Cellcast Notifyre ClickSend Gateway directSMS SMS Broadcast
Payment methods Credit Card or Direct Debit Credit Card or Direct Debit Credit Card or Direct Debit Credit Card or Direct Debit N/A
Payment mode Prepaid and Invoice Prepaid and Invoice Prepaid & invoice Prepaid & invoice N/A
Price match
Set up fees
Monthly fees

SMS Functions

Feature Cellcast Notifyre ClickSend Gateway directSMS SMS Broadcast
API for Developers
Software needed
SMS Gateway
API Option API
2-Way SMS
Email to SMS
Carriers Optus,Vodafone,Telstra Optus,Vodafone,Telstra Australian N/A Australian
Dedicated number
$20/month Available A$179 per year
Inbound SMS
Free Optional extra
Money back guarantee


Feature Cellcast Notifyre ClickSend Gateway directSMS SMS Broadcast
Global coverage
No mention
Gateway uptime 100% 100% 100% 99.99% 99.99%
SLA guarantee
Spam compliant
Security and Privacy policy

Customer care service

Feature Cellcast Notifyre ClickSend Gateway directSMS SMS Broadcast
Free trial
- 50 Free SMS
- 25 Free SMS
Phone support
Email support
Support hours 8am - 8pm Monday- Friday 8am - 8pm Monday- Friday 24/7 Business hours 24/7
Reviews 9.9 - 76 Reviews 9.9 - 76 Reviews Trustpilot = 4.4/5 - 876 reviews Trustpilot = 4.6/5 - 36 reviews Trustpilot = 4.4/5 - 16 reviews


Features Cellcast Notifyre ClickSend Gateway directSMS SMS Broadcast
Overall rating 8.6 8.8 7.8 5.0 7.5
View Review View Review View Review View Review View Review

Bulk SMS Australia services for gateway comparisons

Finding the right type of service that Australian businesses and organisations need from a Bulk SMS Service provider takes some time to appreciate and comprehend. There is such a variety of features offered by Bulk SMS Providers who send thousands or even hundreds of thousands of SMS each month for marketing campaigns, special offers or deals, and alerts to customer and staff updates.

Australian companies want to know more about the services and value these bulk SMS companies can offer clients for a prompt, mass text messaging service.

bulk sms

Of course, ensuring you have the right type of service requires extensive research and full comprehension of the conditional requirements for distribution, which covers features such as price, reliability, customer service, and certification like ISO 27001 and ISO 9001 for quality and security.

To make your life much easier, experts in the SMS discipline have prepared an easy-to-follow Bulk SMS Australian Comparison Table and a range of sites so that rational, clear, and concise decisions can be made about engaging the right SMS service provider.

Range of bulk SMS services provided by Australian providers

In Australia, we are fortunate enough to have a wide range of bulk SMS providers who offer a wide range of text messaging services through mobile communication systems, mobile phones, or the Web. This means that bulk SMS can be distributed to any modern mobile phone in small to large volumes through different wireless providers. Each text message is limited to 160 characters, including spaces. A charge is associated with the distribution of a text message.

The review that formulated the bulk SMS Australia services comparison table and this particular site found that the best services ranged from Notifyre, Cellcast, WholesaleSMS, SMS Tech, DirectSMS, and SMS Central to TextIt. Although their features and services do differ, as will be discussed, they do offer the requirements that companies would want from a mass SMS company. The timely ease of distribution by only providing the database of customers, employees or the general public was required. It does not matter whether the mass distribution is in hundreds or thousands of contacts.

It only takes a few moments, whether it is seconds or minutes, to send a single SMS to the recipient and, if required, to gain a record of responses.  As you can imagine, using the text messaging service is an efficient and effective way of communication.bulk sms



Advantages of using a bulk SMS distribution service


The bulk SMS provider can save the organisation’s contacts and able to set up groups to manage such contacts. This way when a bulk text message is required, you only notify the provider of which group or groups need to be set up and sent in a matter of seconds.

  1. Reach a large audience: A bulk SMS service can reach a large audience quickly and effectively, making it ideal for campaigns and communications.
  2. Cost-effective: Bulk SMS services are often more cost-effective than other forms of communication, such as direct mail or email.
  3. High open rates: SMS messages have high open rates, with most messages being read within just a few minutes of delivery. This makes SMS a highly effective way to communicate with customers and other stakeholders.
  4. Personalization: Many bulk SMS services allow for personalization, enabling you to include the recipient’s name, location, or other relevant information in your message.
  5. Easy to use: Bulk SMS services have intuitive interfaces and straightforward processes for sending messages and tracking results.
  6. Reliable delivery: SMS messages are delivered over a dedicated network, making them a reliable and secure way to communicate, even in areas with poor internet connectivity.
  7. Integration with other systems: Many bulk SMS services offer APIs or other integrations that allow you to connect your SMS campaigns to other systems, such as your CRM, marketing automation platform, or e-commerce platform.

In more detail are the advantages of using a bulk SMS distribution service.


Price is a big factor when it comes to delivering large quantities of text messages. In the review of some bulk SMS providers, it was noted that prices vary significantly between different competitors for different volumes of messages distributed, whether it is 500+, 10 000+, 100 000+, 500 000+ to 1 000 000+ SMS over a month. For low volumes, the charges varied by up to 20%. With larger volumes, around 100,000+ they varied by around 30%. For the largest volumes of around 250,000 or more, the difference in variation was around 30%.

The price differences are that some bulk SMS providers are inclined towards lower volume distribution while others offer better from a larger distribution. Therefore, it is to the client or prospective client’s advantage to check around and send what competing bulk SMS providers offer in terms of charges.

As you can visualize from the graphical representation below, based on a 0 to 100 rating, Cellcast has the best SMS pricing range quoted for a monthly period.  Notifyre and WholesaleSMS follow this. TextIt was found to have the most expensive pricing range. SMSCentral does not disclose its pricing structure.

The comparison table of bulk SMS service providers is listed as the cheapest to most expensive.

Please be aware that in the author’s review of the pricing structure of these bulk SMS service companies, they can change their costing at any time without giving anyone prior warning or notification.


When considering the right bulk SMS service provider, one must consider other major features rather than just considering charges alone.

Firstly, be aware of the availability of a two-way process by the bulk company. This means that a text message can be sent in bulk to a specific target within a specified time frame, but the client can also review and judge the effectiveness by requesting a report on the distribution’s outcomes. This can be forwarded to the client through a tracking analysis that can be exported on an easy-to-follow spreadsheet or viewed online. This means that you can immediately know the responses to the SMS sent out.

Secondly, there are different ways these bulk SMS companies can service your needs through high-speed gateway connections which means they can distribute mass SMS within short time frames. Again, these providers can provide a delivery report that displays matters such as bounces of messages sent through the API or online platform.

Reliability and Latency

Reliability and latency features should be extremely important factors for any potential client who wishes to engage a bulk SMS service provider. The reassurance that the text message service can secure a schedule on a set transmission time means that the client knows that the message will be communicated when required. This is critically important for reminder notices for appointments for introducing a new product or service or for promoting a marketing campaign.

In Australia, there are ways text messaging services can function either by:
1) Premium bulk text message service offering a high level of reliability and fast execution of SMS at a higher charge.
2) Cheap bulk text message service offering a lower level of reliability; the delivery may take a longer period but may be at a lower charge.

When reviewing each bulk SMS service company, ensure they can assure you of an uptime latency of over 90% level. However, some companies will go further and provide an even better 99.9% or 100% service level guarantee as part of their overall reliability and latency features.

After reviewing these major bulk SMS service providers, it was found that most of the service clients are well serviced from a reliability and latency perspective, with companies such as Notifyre, WholesaleSMS, and Cellcast reaching the very high 90s on a rating scale. This is excellent from a client and a receiver point of view meeting everyone’s expectations.

Customer Service of Bulk SMS Services

Finally, support-related services are another feature that needs to be investigated, whether it be call centre support, delivery reports, spam compliance or free trial availability.

Customer or client support facilities include phone support in times of need. Other than WholesaleSMS, all the other service providers offer this facility on a business-hours basis. So, during the week, there is either the option to discuss with a call centre staff member on a dedicated number or email and wait for a response.

To entice potential new clients or customers a free trial of SMS distribution is available to review its effectiveness as a means of effective communication. The number of SMS on a free trial basis varies from five (5) free SMS to a maximum of 50 free SMS.  Present clients can be viewed on the service provider’s website or the authors’ bulk SMS Service Providers Comparison Table.

Other than TextIt, all the other service providers are SPAM compliant and provide a privacy policy and many provide a cleansing option for present contact SMS lists.

Overall, from the analysis of customer service features offered, the best bulk service providers were ClickSend and Cellcast.

About Bulk SMS Australia Comparison Table

The Bulk SMS Provider Australia Comparison Table has been set up for you as a reader to use free of charge. The authors, who have worked previously in the text messaging service and know the industry well, want you to make a well-educated decision about which provider fits your requirements best. Alternatively, this site and table will help you compare bulk service providers.

The reason behind the development of this site was the awareness of the difficulty companies had in deciphering features related, costings, service-related and support-related features. Each company has a different way of explaining what it has to offer. Therefore, a simple yet easy-to-follow table and site were developed using the expertise of these authors’ knowledge and experience at no cost to you.

Should you use the information provided and, as a result, decide to engage one of the bulk SMS companies covered, the author may request a commission from the provider, but please be assured that we will not ask you for any fee.

It needs to be emphasized that some of the service providers change their features and costing structure without any further notification. If the information on this site or comparison table is different then please let the authors know so that these changes can be made as soon as possible.

Last updated on 21 April 2024.



About SMS Gateway API

When wanting to use your existing CRM or e-commerce platforms to integrate into a mobile text messaging capacity, you can easily do that by sending an SMS from your current applications. By using an SMS gateway Application Programming Interface known as API from a reliable SMS gateway provider, you can ensure a reliable solution to your business messaging will be met. This software intermediary platform ensures two different applications can speak to each other.

In computer technology terms, API provides a set of processes and tools that help build application software. For example, API makes it seamless to transfer from your email to a text message on the recipient’s mobile phone.

SMS providers develop many different types of web APIs, the most common being Representative State Transfer (REST), Simple Object Protocol (SOAP), and Remote Procedure Call (RPC). Don’t be too concerned about the technology as long as you realize these program platforms will make your email transition to SMS easy and effective.

About SMS Gateway API image

From your perspective, no software is required to be downloaded or installed. The SMS Gateway provider is totally web-based, which means there is no software that can crash your computer or the information on your computer. All you need is a web browser and internet access.

SMS API Text Message GatewaySome of the valuable features of SMS Gateway APIs cover:

  • Fast delivery
  • Easy integration
  • Security
  • Business continuity
  • Automation
  • Scalability

Why is SMS great for marketing services?

SMS is an excellent tool for marketers and communicators as it is more cost-effective and less labour-intensive than traditional marketing. In just a matter of seconds, a short message can be sent to 100 or 100,000 people and then read within 2 minutes by 92% of those end users who receive the message. This means it can be received at work, at home, or anywhere there is mobile reception.

Another significant advantage is that bulk SMS messages can be scheduled well in advance to coincide with a product launch, an event or a reminder. Perfect for last-minute offers.

After sending an SMS, if necessary, it can track responses and determine the return on investment, thereby optimizing a campaign effectively. This 2-way SMS messaging technology is perfect for promoting competitions and free giveaways. It allows seamless customer interaction, allowing you to determine if the marketing campaign has been successful.

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