What are SMS link previews?
SMS link previews are automatic visual snippets generated when a website URL is sent in a text message. They display selected information from the linked page—such as the title, description, and image—so the recipient can understand what the link contains before opening it. Displaying previews in SMS messages replaces messy URLs with rich, brand-aligned visuals, improving the aesthetic and professional appearance of messages.
Link previews in text messages are not guaranteed. Their appearance depends on:
- the recipient’s device and operating system,
- the messaging application being used,
- and the website’s link preview metadata configuration.
This makes SMS link previews a device- and platform-dependent feature rather than a universal SMS standard. SMS link previews make links more noticeable and clickable, which helps drive website traffic and enables better results in SMS marketing campaigns.
In the rapidly evolving realm of mobile communication, a major shift has occurred in how we interact with text messages. This transformation comes in the form of SMS link previews, a seemingly subtle yet influential feature that has quietly become part of everyday messaging.
The sections below explain how SMS link previews work, why they behave differently across platforms, and what role website metadata plays in their generation. Messages with link previews are less likely to appear spammy, especially for unfamiliar senders, and the visual appeal of previews can improve user trust and engagement.
What is website link preview metadata?
Website link preview metadata is structured information embedded in a webpage’s HTML that messaging apps use to generate link previews.
The most widely supported standard is Open Graph (OG) metadata, which defines how a page should appear when shared via links. Meta tags, including those defined by the Open Graph Protocol, are essential for controlling how articles and web pages appear in url previews across messaging platforms.
Common Open Graph properties include:
- og:title – the headline shown in the preview
- og:description – the summary text
- og:image – the preview image
- og:url – the canonical URL
These tags help ensure optimal display of the preview, and properly configured meta tags allow for a visually appealing url preview.
If this metadata is missing, incomplete, or blocked, SMS link previews may appear incorrectly—or not appear at all.
Optimizing articles and web pages with the correct meta tags is crucial for consistent and attractive link previews in SMS messages.
Understanding SMS link previews
SMS link previews became popular as messaging platforms evolved beyond plain text. To use them effectively, it’s important to understand how they are generated and what limits their behavior. Creating visually appealing and optimized previews is a good practice that can significantly enhance engagement in SMS campaigns.
Previews provide immediate context, helping to streamline the customer journey by allowing users to understand the value of the content before clicking.
Defining SMS link previews
When an SMS message contains a URL, some devices automatically display a link preview that shows a snippet from the target web page, including the featured image and article topic, inside the messaging app. This preview provides immediate context and helps recipients assess the link’s relevance before clicking.
Using high-quality images in SMS link previews can significantly enhance engagement.
Why link previews behave differently across devices
Link preview behavior is not consistent across all phones or messaging apps. Multiple factors, including device type, operating system, and the specific messages app in use, influence how and when link previews are displayed. Each platform applies its own rules for:
- when a preview is generated,
- how much metadata is used,
- and whether the preview is shown at all.
These differences are driven by operating system policies, messaging app implementations, and user settings.
Testing how SMS link previews appear on different devices—including various Android phones and the Messages app—is important for ensuring visual appeal and functionality.
Link preview behavior on iOS
Understanding how SMS link previews work on iOS devices is particularly important due to Apple’s strict handling of metadata and content rendering. Link previews are supported on iOS devices since version 10, allowing recipients to see a visual preview when a link is received in a message.
For a link preview to appear, the URL must be placed at the very beginning or the very end of the message content. If the URL is surrounded by quotation marks or embedded within other text, iPhones may not generate a preview. Additionally, if multiple URLs are included in the same message, a preview will not be displayed—only a single URL in the same message will trigger the preview feature.
When a link is received from a sender not in the recipient’s contacts, iOS devices may prompt “Tap to Load Preview” before displaying the preview. This extra step helps protect users from unknown sources while still allowing access to link previews.
Factors influencing link preview display on iOS
Several conditions and multiple factors affect whether an iPhone displays an SMS link preview:
- Link placementiOS usually generates previews only when the URL appears at the beginning or end of the message. Links placed mid-sentence, surrounded by punctuation, or enclosed in quotation marks may not trigger a preview.
- Number of URLsMessages containing more than one link often do not generate previews.
- Open Graph metadataiOS relies heavily on Open Graph tags to populate the preview’s title, description, and image.
Common reasons SMS link previews don’t appear on iPhone
- Missing or invalid Open Graph metadata
- Multiple URLs in one message
- URL placed in the middle of the text
- Low-quality or unsupported preview images
- URL surrounded by quotation marks
- Only a single URL in the same message will trigger a preview
Link preview behavior on Android
Android offers more flexibility, but also more variability, due to differences between manufacturers and messaging apps. Most Android phones launched since 2018 support the SMS link preview feature, and the Messages app can be installed on devices running Android 5.0 or later. The link preview feature can also be disabled in the Messages app settings on Android devices.
Introduction to Android’s SMS link previews
Google Messages, the default SMS app on many Android devices, supports link previews by extracting metadata from linked websites. However, preview generation may vary depending on system version and user preferences.
Customizable elements in Android SMS link previews
Android allows greater control over how link previews are displayed. Depending on the app and device, previews may include:
- Title – derived from page metadata
- Page description – a short summary of the content
- Image – pulled from Open Graph tags
- URL – displayed as part of the preview
By implementing meta tags and the Open Graph Protocol (OG protocol), marketers can control the visual appeal and ensure optimal display of SMS link previews on Android devices. This approach helps optimize how links appear, making them more attractive and engaging for users.
How Android generates SMS link previews
Android messaging apps typically:
- scan the URL for Open Graph metadata,
- cache preview data,
- respect user-level settings that enable or disable previews.
Because url preview behavior may vary across different devices, it is important to test how previews appear to ensure optimal display.
As a result, two Android users may see different previews for the same link.
The functionality of SMS link previews
SMS link previews serve a clear functional purpose: improving clarity and trust in message-based communication.
SMS link previews as a communication tool
By visually summarizing a webpage, link previews act as intermediaries between sender and recipient. They reduce uncertainty and help users decide whether to engage with the link.
Impact on user engagement
Key [effects of SMS] and the best time to send SMS campaigns link previews include:
- Increased message visibility
Previews make messages more noticeable within conversation threads. - Larger click area
A preview expands the clickable space, improving usability. - Higher user confidence
Seeing page content in advance reduces hesitation and perceived risk.
Practical implementation of SMS link previews
Understanding theory is useful, but effective implementation requires attention to technical and structural details. It is good practice to create and test SMS link previews to ensure they display correctly across devices.
Guidelines for effective use
- Use a single URL per message – Multiple links reduce the chance of preview generation.
- Place the URL at the beginning or end – This is especially important for iOS devices.
- Include https:// – Fully qualified URLs are required for reliable previews.
- Avoid low-trust URL shorteners – Some shortened links may be blocked or flagged by messaging apps.
Testing SMS link previews on different devices and using meta tags (such as Open Graph ‘og:’ tags) is essential to ensure optimal display across platforms and provide a consistent, appealing experience for all users.
Customization opportunities
Android platforms may allow customization of preview elements such as titles, descriptions, and images. By implementing the Open Graph Protocol and using meta tags like ‘og:title’, ‘og:description’, and ‘og:image’, marketers can customize the visual appeal of SMS link previews for better display on both Android and iOS devices. Aligning these elements with the message intent increases clarity and engagement.
Leveraging Open Graph (OG) tags
Open Graph tags allow website owners to control how links appear in previews.
By configuring OG tags correctly, you ensure that:
- previews are consistent across platforms,
- displayed information is accurate,
- images meet size and format requirements.
Configuring OG tags for optimal display ensures that the url preview is visually appealing and consistent across platforms.
Proper metadata configuration significantly increases the likelihood of a usable SMS link preview.
Landing page considerations
When planning an SMS campaign that includes a link preview, the landing page you direct users to is just as important as the message itself. Since most recipients will access your landing page from mobile devices, it’s essential to ensure the page loads quickly, displays correctly on all screen sizes, and delivers a clear, relevant message that matches the context of your SMS link.
Preview image best practices
The preview image is a powerful visual element in any SMS link preview, often serving as the first thing users notice when they receive your message. To maximize click through rates and make your SMS link stand out, it’s important to use a high-quality, visually appealing image that accurately represents the linked page.
Contact card integration
Integrating contact cards into your SMS campaigns can further enhance the effectiveness of your link previews, especially for Android users. When a recipient saves your business as a contact, many messaging platforms—including Android Messages—are more likely to display automatic previews, including the preview image and a brief description, without requiring the user to tap “Tap to load preview.”
Final thoughts
SMS link previews have become an important part of modern text messaging. While their appearance depends on device behavior and metadata quality, they offer a powerful way to add context, trust, and usability to SMS communication.
By understanding how previews work on iOS and Android—and by configuring website metadata correctly—you can maximize the chances that your links appear as intended.
When used thoughtfully, SMS link previews remain a valuable element of effective, user-friendly mobile communication strategies. engaging and informative messages that remain a valuable asset in your broader cross-channel communication strategy.