Starting June 11, 2025, Shepherd is launching support for MMS messaging and updating our messaging pricing model for the first time in seven years. Here’s everything you need to know about what’s changing, why it’s happening, and how it works inside the software.
What’s changing?
We’re updating the pricing structure for messaging to a flat rate of $99 per block of up to 5,000 messages.
This includes all types of messages sent (outbound) from Shepherd:
SMS
MMS (new!)
Appointment reminders
2-way conversations
Mass SMS messages
Email remains free and is not affected by this update.
Why the change?
The cost of SMS and MMS delivery has risen, and this update helps us continue offering fast, reliable messaging tools directly from your practice management software without affecting base subscription costs.
At the same time, we're excited to introduce MMS messaging, which lets you send images and rich media directly to pet owners—perfect for engaging clients and improving communication.
Even with this change, Shepherd’s messaging is up to 76% less expensive than other PIMS that offer built-in texting. You're still getting powerful tools at a fraction of the cost.
🎉 Introductory Complimentary Message Credit Balance
As part of the upcoming changes rolling out on June 11, all accounts will automatically receive 500 complimentary message credits. This credit ensures uninterrupted messaging and smooth client communication during the transition.
To help you stay ahead, a low balance threshold of 500 credits will also be set by default—serving as a helpful reminder to replenish your credits when needed.
Everything you need to know about message credit balances
What Is a Messaging Credit?
A messaging credit represents one unit of outbound messaging. Most messages use one credit, but longer messages—or those that include special characters or media—may use two or more credits.
To break it down:
One credit covers up to 160 characters.
Since Shepherd allows up to 320 characters per message, a single message can use up to two credits.
You'll always be able to see how many credits each message will use within Shepherd. Plus, your remaining credit balance is always visible and updated in real time.
What Impacts Your Message Credit Balance?
Only outbound messages (the ones you send) count against your credit balance.
Inbound messages—like replies from clients—do not affect your available credits. This helps you manage your messaging costs more effectively.
Media Messages (MMS)
If you send a media message (e.g., an image or GIF), it will also use messaging credits.
Here’s how it works:
Media content in a message counts as one character.
This leaves 159 characters for accompanying text before a second credit is needed.
So, a message with media and more than 159 characters of text would consume two credits.
For best balance management practices, try to keep your messages under 160 characters when possible and be mindful when combining media and text.
Where can I see how many messaging credits I have?
You can view your current credit balance from:
Your Messaging Center
The Billing section in your account settings
We’ll also give you visibility into how many credits message features use, so you always know what’s being spent and how.
Set a Low Balance Threshold for Message Credit Alerts
You can configure a low balance threshold to receive alerts when your message credits are running low. This proactive setting helps prevent unexpected disruptions in communication by ensuring you’re notified before your credits are depleted. By default, the threshold is set to 500 credits.
How do I purchase more message credits?
When your balance gets low, you’ll have two options:
Manual purchase: You can purchase additional blocks of 5,000 messaging credits ($99 per block) from your Billing or Message Center settings.
Auto-purchase: To keep messaging uninterrupted, we recommend enabling auto-purchase. This automatically refills your credits when your balance dips below a certain threshold.
How does auto-purchase work?
Auto-purchase can be toggled on from your new Message Center settings. Once enabled, a new block of 5,000 messaging credits will be purchased automatically whenever your available credits drop below 500.
You’ll receive a confirmation email each time this happens, and you can turn auto-purchase off at any time.
Enhanced Messaging Credit Management for Group Accounts
Group accounts with shared messaging features can now purchase message credits at the Group Platform level. These credits will be accessible across both group and individual clinic levels, enabling seamless communication and efficient resource distribution.
The Messaging Overview Dashboard provides a comprehensive breakdown of usage by location, group, and parent feature. This ensures you have the most valuable insights to monitor and optimize your messaging performance.
Please note that all message credit purchases require the selection of a billing location, to which the associated cost will be applied. For accounts with a shared group subscription, a billing location is still required. However, the cost will be bundled into the group’s invoicing for streamlined billing.
Still have questions?
Reach out to our team anytime—we’re here to help! Submit a request or message us through live chat right from within your Shepherd account.