Digital tools offer promising solutions to improve eligibility screening, recruitment, and retention in research, particularly in human genetic studies where representative sampling is critical. SMS text messaging has been found effective in population-based survey research, but evidence of its impact on genetic study recruitment – and how it varies by demographics – is limited.

We examined the effect of tailored SMS messages on enrollment in a population-based genomic screening study. We assessed differences in message open and consent rates across four message types and explored how these outcomes varied by demographic factors.

Participants were randomized to receive one of four SMS messages emphasizing different social values: generic, individual impact, community impact, or research discoveries. We calculated descriptive statistics for open and consent rates and used generalized linear logistic regression and Pearson’s Chi-Square Test to assess demographic differences.

Among 15,977 messages sent, 2.4% were opened (n = 382), and 35.3% of those who opened consented (n = 135). Females were more likely than males to open (3.1% vs. 1.6%) and consent (1.1% vs. 0.5%). Individuals aged 30–39 had the highest open rate (3.4%), and those 40–49 had the highest consent rate (1.6%). Message type was not significantly associated with open or consent rates.

Sociodemographic factors were more predictive of engagement than message content. Tailoring messages by demographic group may improve recruitment in genomic studies. Future research should explore the drivers of participant engagement in digital recruitment strategies.