The SMS (Short Message Service),which emerged at the beginning of the 90s as a result of the telephone services’ need for diversification, it is now used in the communication campaigns involving customized messaging, but also in general messaging campaigns sent both to the existing clients and to the potential ones. Thus, the SMS became widely used, turning into one of the most popular instruments of Mobile marketing and, soon becoming a separate concept named the SMS Marketing.

Although there is the preconception that the mobile marketing and, namely, the SMS marketing is intended to be used primarily by the big corporations, which have the power and also the availability to invest substantial amounts of money in this sort of programs, the present paper intends precisely to debunk these preconceptions and, hence, to present the advantage of such marketing campaigns for the segment consisting of small and middle companies in Romania.