How manual SMS sending kills conversion
Imagine an online store loses 20% of orders at the delivery stage — the courier can't reach the customer, and automatic SMS isn't set up. Managers manually copy numbers, open the provider's web interface, type messages. One message takes 3 minutes, no control, no statistics. The client doesn't get a notification — the order returns.
We solve this problem at the API level: integrate an SMS provider via the REST method messageservice.sender.add, develop a PHP handler, and configure CRM robots. After implementation, our clients see a 15–20% reduction in returns and up to 50% time savings for managers. Our team has over 10 years of Bitrix24 integration experience.
How to connect an SMS provider to Bitrix24?
SMS in Bitrix24 work through the messageservice module. It's a unified interface: CRM passes the text and recipient number to a registered provider via REST API. For Russian services (SMS.ru, SMSC, MTS Exolve) we register a HANDLER — a script URL that receives requests from Bitrix24 and sends them to the provider's API. Important: the sender name (alphanumeric sender ID) must be registered separately with the operator — otherwise the client will see an unknown number instead of the company name.
Minimal setup:
- Register the provider:
messageservice.sender.addwith parametersCODE,TYPE=SMS,HANDLER. - Create a PHP handler: form the XML/JSON for the provider, send the request, return the response.
- Check permissions: the user must have the right to send SMS.
After registration, the provider appears in the list of SMS services in CRM. Average delivery speed through a Russian provider is 1–3 seconds, with a 99% delivery rate (with correct callback).
Comparison of popular SMS providers for Bitrix24
| Provider | Connection type | Callback statuses | Features |
|---|---|---|---|
| SMS.ru | REST API + ready application | Yes | Low price, fast registration |
| SMSC | REST API, HTTP | Yes | Supports mass campaigns |
| MTS Exolve | REST API via messaging | Yes | High speed, delivery under 1 s |
| Twilio | Built-in provider | Yes | International numbers, 1.5x cost |
SMS.ru processes requests 2 times faster than Twilio on Russian numbers, with 30% lower per-message cost. For mass campaigns, SMSC offers flexible tariffs and a convenient API.
Automatic SMS from CRM: robots and triggers
The main scenario is CRM robots. Create a robot on the 'Stage changed' event and add the 'Send SMS' action. For example:
- Deal on 'Awaiting payment' stage → SMS with payment link and amount.
- Order shipped → SMS with tracking number. REST API
- Missed call → SMS with promise to call back in 15 minutes.
Text templates support field substitutions: #CONTACT_NAME#, #DEAL_TITLE#, custom fields. We help set up a chain of 3–5 robots for different scenarios.
Additionally, through CRM marketing, you can launch mass campaigns by segments: filter contacts that consent to advertising, create an SMS campaign, select a provider, and run it. Bitrix24 sends messages in bulk and shows statistics: sent, delivered, errors.
Why it's important to set up delivery status reception?
Without callback, Bitrix24 considers the SMS sent even if it didn't arrive. We configure a handler that receives statuses from the provider and updates the record via messageservice.sender.update. As a result, you see the real picture: delivered, not delivered, in queue. Our clients get transparent statistics and can react to problems in time.
Typical problems during SMS integration and their solutions
| Problem | Cause | Solution |
|---|---|---|
| SMS not sending, error in logs | Incorrect HANDLER or API key | Check handler URL and provider keys |
| Delivery statuses not coming in | Callback not configured on provider side | Add callback URL in provider settings |
| Failure during mass campaign | Exceeding provider API limits | Agents with pauses between requests |
| Bitrix24 doesn't see the provider | Error in provider registration code | Check messageservice.sender.add and permissions |
What's included in the SMS campaign setup
- Audit of current CRM and SMS usage scenarios
- Provider registration via REST API
- PHP handler development (Bitrix Framework)
- Callback configuration for delivery statuses
- CRM robot configuration (up to 5 scenarios)
- Template creation with field substitutions
- Mass campaign setup via CRM marketing
- Testing: manual send, robot, callback
- Documentation and staff training
- 30-day performance guarantee after delivery
Contact us for a consultation — we'll assess your project and propose the optimal solution. Get a cost estimate and timeline tailored to your CRM.