MustardSMS is an AI-powered text messaging switchboard for event organizers and professionals. Participants text your dedicated event number with questions, and the AI answers most of them instantly using a Knowledge Base you build. Questions the AI cannot answer are escalated to your dashboard for a human response.

Do participants need to download an app?

No. Participants interact entirely through standard SMS on their phone. No app downloads, no account creation, no login required for anyone receiving messages.

How long does setup take?

Most users create their event and have the AI answering questions in under 5 minutes. You create your event, add details to the Knowledge Base, and share your event phone number or QR code.

No. SMS, WhatsApp and the webchat widget are on every plan including the free one. One inbox, one brief, one price.

What happens when I run out of messages mid-event?

Nothing breaks. You get an email at 75% and again at the limit, and a top-up takes two taps. The AI keeps answering while you buy.

SMS · WhatsApp · Webchat

MustardSMS - AI Text Coordinator for Events

They text asking about parking, wave times, bib pickup, the rain plan

MustardSMS is AI text messaging for events: guests text one number and get an answer from your event brief in under 5 seconds, any hour, any volume. You keep your hands on the radio.

Get started free See race day

No credit card. Live with a dedicated number in about 5 minutes. Every plan is 10DLC registered and TCPA compliant out of the box. See our Privacy Policy and Terms.

Text the event 508
555-0174

Answering now

06:31 Is the run course still the same? 3.0s 06:33 Bag drop at T2 or only T1? 2.6s 06:34 ¿A qué hora sale la ola 5? 2.8s 06:36 Wetsuit legal today? 2.2s 06:38 Where do spectators watch the swim exit? 3.4s 06:41 Do I need ID for bib pickup? 1.9s 06:31 Is the run course still the same? 3.0s 06:33 Bag drop at T2 or only T1? 2.6s 06:34 ¿A qué hora sale la ola 5? 2.8s 06:36 Wetsuit legal today? 2.2s 06:38 Where do spectators watch the swim exit? 3.4s 06:41 Do I need ID for bib pickup? 1.9s

98%

SMS open rate, most within 3 min

~40%

Average email open rate

SMS: widely reported at 95–98% (Gartner, CTIA). Email: 2025 cross-industry average, inflated further by Apple Mail's automatic preloading.

Why the number wins

Nobody checks email at the start line.

Print the number on the bib, the fence banner, the parking sign. No app to install, no link buried in a three-week-old email. It answers, it broadcasts, and it keeps the consent record for four years.

One number, every year
SMS + WhatsApp + webchat
40+ languages
Emergency Brake

Race morning, 06:31

Fog rolls in. One tap reaches everyone.

Emergency Brake pauses the AI so nothing contradicts you, sends your alert to all 847 athletes, then hands the questions back when you release it.

Broadcast · 847 recipients · 41 s

Swim delayed 30 min for fog. Wave 1 now 7:30. Stay in transition.

Where do I pick up my bib? I missed the expo.

AI · 3.1s · from race brief Race day pickup is the Registration Tent by Transition A, 5:30 to 7:15 AM. Bring photo ID.

¿Hay estacionamiento cerca de T1?

AI · 2.8s · translated Sí. Lote norte en Harbor St, gratis desde las 5:00 AM. Cinco minutos a pie hasta T1.

Can I switch from Olympic to Sprint?

Held for staff · outside the brief Passed to you. Learning Mode will remember the answer for next year.

Third channel

Webchat on your event site, same brain.

Paste one script tag on your registration page. The AI answers there from the same event brief it uses for text, so nobody gets a different answer depending on where they asked.

One script tag.: Drops the launcher on your registration page or event microsite.
Same event brief.: Webchat, SMS and WhatsApp all answer from one source, so answers cannot drift.
Hands off to text.: A webchat visitor can send the thread to their phone and keep going by SMS.
Answers in their language.: The reply comes back in whatever language the question arrived in.

capecodtri.org/register

Riders on the Salty Lizard course at the Utah Gravel Series

Real events, real results

Salty Lizard, Utah Gravel Series

"MustardSMS answered hundreds of event questions automatically, making everyone's experience even better."

Bree, Utah Gravel Series

10,000+ messages answered, no app download.

More case studies →

For race directors Sports events Triathlon, marathon, gran fondo, obstacle. Wave alerts, transition rules, bib pickup, weather holds. For municipalities City events Road races, parades, concert series, closures. Resident opt-in that survives the audit.

Also built for

Not sure which fits? See every event type or read how the AI works.

Pricing

Pay for the event, not the year.

Per event Monthly

Starter

$39once

Up to 100 participants. One-day event.

250 messages
2 broadcasts
1 reminder sequence
60-day retention

Choose

Standard

$99once

Up to 300 participants. Expo plus race day.

750 messages
5 broadcasts
3 reminder sequences
90-day retention

Choose

Pro Most picked

$149once

Up to 800 participants. Multi-wave events.

2,000 messages
10 broadcasts
5 reminder sequences
180-day retention

Choose

Elite

$299once

800+ participants or multi-day festivals.

5,000 messages
20 broadcasts
10 reminder sequences
1-year retention

Choose

Little Packet

$0free

Try it on one small event.

1 event, 25 guests
250 messages
1 reminder sequence
No card required

Start free

Squeeze Bottle

$29/mo

An event every month or two.

3 events, 25 guests each
1,000 messages / mo
3 reminder sequences
180-day retention

Choose

Mustard Jar Most picked

$79/mo

A full season of events.

5 events, 75 guests each
2,500 messages / mo
Unlimited reminders
1-year retention

Choose

Big Jug

$199/mo

Year-round city or series programs.

15 events, 300 guests each
7,500 messages / mo
20 reminder sequences
1-year retention

Choose

Every plan: dedicated number, SMS + WhatsApp + webchat, all AI features, multi-staff access, top-ups when an event runs hot.

Common questions

What is MustardSMS?: MustardSMS is an AI-powered text messaging switchboard for event organizers and professionals. Participants text your dedicated event number with questions, and the AI answers most of them instantly using a Knowledge Base you build. Questions the AI cannot answer are escalated to your dashboard for a human response.
Do participants need to download an app?: No. Participants interact entirely through standard SMS on their phone. No app downloads, no account creation, no login required for anyone receiving messages.
How long does setup take?: Most users create their event and have the AI answering questions in under 5 minutes. You create your event, add details to the Knowledge Base, and share your event phone number or QR code.
Is WhatsApp extra?: No. SMS, WhatsApp and the webchat widget are on every plan including the free one. One inbox, one brief, one price.
What happens when I run out of messages mid-event?: Nothing breaks. You get an email at 75% and again at the limit, and a top-up takes two taps. The AI keeps answering while you buy.

Live before the expo opens.

Roster in. Brief in. Mode picked. Number published. Five minutes.

Get started free

10DLC certified
A2P approved
4-year consent log
SMS + WhatsApp + webchat