The idea is that by collecting a database of subscribers we are obtaining their prior permission before we actually send them any marketing information. It means the people you send to will already know you, they have already told you they are interested in what you have to say. It’s called permission marketing, loads of books have been written on the subject, if you want one try Permission Marketing by Seth Godin.
There is a 160 character limit on text messages. With SMS, it’s simply about providing an irresistible offer. There’s no point in droning on and on with a 300-word marketing message. Subscribers are opting in to receive an exclusive offer, not to hear about how your day is going. Our current digital age rewards simple marketing messages with easy to understand calls to action. The 160 character limit on SMS messages is actually ideal.
The answer to this question is complicated. You can legally purchase phone numbers, since there is no law that forbids you to do this. When you are buying phone numbers, you are essentially purchasing data. However, it is what you do with those purchased phone numbers that determines if you stay on the legal side of the law or not. Read on to find out more about what you can or cannot do with purchased phone numbers.
Once you've collected your mobile numbers, verified that you have followed all of your legal responsibilities you can start your SMS marketing campaign. I'd suggest using a 3rd party service provider to ensure that you are able to track the return on investment for your campaign, embed an unsubscribe message, and easily manage your SMS marketing database including unsubscribes. 
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