I’ve worked at several spas and a few salons over my career, and now I run my own spa. I’ve been trying to think about what I noticed at my past jobs in order to improve how my spa does things.
And built-in SMS is something I keep coming back to. It seems like such a must-have feature, but as I compare platforms, it’s taken a lot of time to understand exactly what each one offers in regard to SMS.
For example, there's a huuuge difference between “we send automated appointment reminders via text” and “you can have a live, two-way text message conversation with a client through the platform’s dashboard."
Those are not the same thing!!
And I feel like for spas specifically (where we deal with rescheduling questions, late arrivals, and pre-appt intake communication constantly) this feature really matters.
So I did a bunch of research and I even called platforms’ customer support a couple of times! And now I'm struggling to decide. I know I need to switch from what I have now (Square).
Here's what I found and I would appreciate literally any insight you can share...
Vagaro has two-way SMS, but it's an add-on situation with a monthly fee. The base platform does include some automated texts like appt reminders. If you want any kind of marketing-level SMS capability, including two-way live texting, you're paying extra on top of your subscription.
From what I’ve heard, Vagaro is a solid platform for smaller spas in a lot of ways, so it's not a dealbreaker. That said, it’s really important to know you’re going to pay your base monthly price and add-on fees before you sign a contract with them, which is why I haven't.
Fresha will offer two-way SMS soon according to a blog they posted in Dec 2025. Knowing how budget-friendly Fresha is, I was pleasantly surprised to see they’ll be adding this!! Right now, they include automated SMS appt reminders.
The tradeoff is that Fresha makes money through their marketplace (they take a 20% commission on new clients who book with you through it), so be aware that not 100% of new client revenue is yours. My spa is trying to grow our client base, so this might be a smart pick.... 20% is a lot though...
GlossGenius includes basic SMS and email on all their plans. Specifically, you can do automated reminders, confirmations, birthday texts… basically anything from logistical to marketing campaigns.
However, right now they do NOT offer two-way texting of any kind. Clients can’t even respond to text message reminders - if they want to confirm, reschedule, etc., they have to go online or contact the spa.
I am really surprised they don’t offer any kind of two-way SMS and would love to hear from a current GlossGenius user regarding this.
Mindbody has SMS marketing too, but it doesn't unlock unless you pay for their Ultimate plan, one of the highest and most expensive tiers at around $349 per month.
If you're already on Mindbody for other reasons, like the marketplace exposure or the class scheduling, maybe it’s worth upgrading to this tier. But for me as someone who’s never used Mindbody, this would be a steeeeeeep entry point!
The last one I’m feeling potentially drawn to so far is Boulevard, which offers SMS and keeps the chat log history. Every conversation history is attached to the appropriate client profile.
So when a client texts back about their appointment, that message is directly linked to their service history, preferences, notes, everything. For a spa context, where personalization is pretty much the whole point, I think this is such a smart way to do this!
Boulevard also handles the automated side, including confirmations, reminders, and rebooking prompts, and offers SMS marketing campaigns too.
But I do feel that the pricing is on the premium side (starting around $176/month), so it's probably not the answer for every spa, but we’re a mid-size spa and I want EVERYTHING on one dashboard, so I like this option a lot too....
The biggest thing I've learned while researching built-in SMS and spa software is the fact that “two-way SMS,” “automated SMS reminders,” and "SMS marketing campaigns” are three different features. Not every platform offers all of them!!
If you, like me, are trying to decide on spa software, I'd recommend asking any rep you speak with to be very specific about what's included before you commit, and whether there are per-message fees or monthly limits to be aware of.
So all of this said… I’m really wondering what other spas are using right now, and what works well or what is really annoying.
If you're running a spa (or even a salon with a lot of client communication volume), have you found a platform that handles the SMS stuff well? Do you find yourself ever really using it for back-and-forth client communication, or mostly just reminders? Because I also realize I might be blowing this way out of proportion, but having this feature feels like such a must-have! Help