When you’re juggling emails, chats, forms, and SMS messages inside HubSpot, keeping track of customer texts can get messy, fast. For support and operations teams, it’s frustrating when urgent texts are buried beneath emails or unrelated inquiries. It slows your reply time, creates confusion, and risks missing critical updates.
If you’re using SMS platforms like Twilio, Sakari, or MessageMedia integrated into HubSpot, you’ve likely seen how quickly things pile up. Without a tailored way to filter SMS messages, your team has to scroll through every thread just to find a single text. It’s inefficient and creates room for error.
Custom SMS views give you control over how text-based conversations are displayed inside HubSpot. With a few filters, you can carve out an SMS-only workspace, perfect for support reps, sales, or RevOps teams.
Filtering SMS Messages with Custom Views in HubSpot Inbox
Custom SMS views are filtered inbox displays that show only SMS threads based on criteria you define. They are focused workspaces inside HubSpot’s Conversations Inbox where your team can concentrate exclusively on text-based communication.
You’ll find them under Conversations > Inbox. If your portal is connected to an SMS integration like Twilio or Sakari, those messages land automatically. Without a specific view, they mix with all other message types.
Typical filters include:
- Channel Type = SMS
- Inbox = [Your specific inbox]
- Status = Open, Closed, or Pending
Each rep sees only the messages they’re responsible for. SMS threads stay connected to the CRM, so the full contact record, linked tickets, and in-progress deals remain visible. HubSpot’s routing and reply suggestion tools still function inside these views.
How It Works Under the Hood
HubSpot treats SMS as a first-class communication channel. The integration funnels each text into a conversation thread, routes it based on inbox settings, and connects it to the right contact.
Step-by-Step Flow:
- Customer sends a text to your integrated number.
- SMS integration (e.g., Twilio) delivers the message to HubSpot.
- HubSpot matches the sender’s number to a CRM contact.
- New conversation thread appears under Conversations > Inbox, labeled Source = SMS.
- Any routing or automation rules for SMS trigger automatically.
Custom views simply filter this stream. You are not creating a new inbox; you are just building a lens to focus on SMS messages. Changes to conversation status update the view in real time.
Main Uses Inside HubSpot
Dedicated View for Support SMS Tickets
Support teams receive password resets, order questions, and troubleshooting requests via SMS. A dedicated view ensures agents see only relevant text threads.
Example:
Filter by Channel Type = SMS, Inbox = Customer Support, Status = Open or Pending. Agents only see actionable texts, reducing missed messages and speeding up responses.
SMS Queue for Order Notifications and Updates
Operations teams can focus on fulfillment-related replies without unrelated messages.
Example:
Filters: Pipeline Stage = Shipping, Channel Type = SMS. Only relevant texts appear, allowing quick responses or notes in tickets.
Sales Follow-Up via SMS Channel
Sales reps track SMS replies without losing momentum.
Example:
Filters: Channel Type = SMS, Owner = Me, Status = Open. Reps see active conversations and respond efficiently.
Common Setup Errors and Wrong Assumptions
- Using an Incorrect Filter for Channel Type: Ensure “Channel Type = SMS” is selected.
- Assuming Each View Is a Separate Inbox: Views do not reroute messages. Changes require Inbox Settings > Automation.
- Not Saving the Filter as a Shared View: The shared view must be enabled to be visible to the team.
- Ignoring View Permissions: Verify inbox access under Inbox Access Permissions.
Step-by-Step Setup or Use Guide
Before creating custom views, confirm:
- SMS integration is connected (e.g., Twilio, Sakari)
- Messages appear in Conversations Inbox
- Necessary inbox or admin permissions are available
Steps:
- Open Conversations Inbox.
- Click Conversations > Inbox in navigation.
- Locate “Views” in the left sidebar.
- Select Add View or dropdown to start a new view.
- Name the View: Use clear titles like “Support SMS Only” or “Sales Follow-Ups – SMS.”
- Add Filters: Click Filter Conversations → Channel Type = SMS. Optionally filter by Assigned User, Status, or Date Range.
- Review Results: Ensure only SMS threads appear. Adjust filters if needed.
- Save and Share View: Select Shared to make it visible team-wide.
- Pin or Reorder Views: Pin to the top using the dropdown.
- Test with New Incoming SMS: Confirm new messages appear correctly.
Optional: Repeat for different use cases like open tickets, closed conversations, or personal views.
Measuring Results in HubSpot
Track the performance of SMS views using these metrics:
- Total SMS messages received weekly
- Average first response time
- Number of SMS threads closed per rep
- CSAT scores for SMS tickets (if surveys enabled)
Building Reports:
- Reports > Custom Report Builder
- Select Conversations as a data source
- Filter by Channel Type = SMS
- Visualize trends in HubSpot dashboards
- Compare SMS volume to email and chat for staffing adjustments
Short Example That Ties It Together
The e-commerce support team receives SMS via Twilio. The inbox combines emails, chats, and texts, leading to missed urgent questions.
Solution: Create a view:
- Channel Type = SMS
- Inbox = Customer Support
- Status = Open
Agents check this view daily. Texts are easy to find, response times drop, and follow-through improves. By the end of the week, 90% of SMS tickets are resolved within one hour.
How INSIDEA Helps
Configuring SMS views in HubSpot isn’t hard, but aligning them with workflows and reports takes planning.
INSIDEA helps with:
- HubSpot Onboarding: Structure portal and SMS workflows from day one
- Ongoing Management: Maintain filters, inboxes, and automations
- Workflow Support: Refine SMS routing, assignment, and escalation
- Custom Reporting: Build dashboards with clear metrics
- Inbox Configuration: Set SMS views, permissions, and filters that match operations
Need help organizing SMS?
Talk to our HubSpot experts today!
A well-built SMS view turns chaos into clarity, letting teams spend less time searching and more time serving. Start with one view, test it, and build from there.
