An SMS-based dual mode content subscription system is disclosed. A first broadcast message associated with a subscription content source is received. A set of destination SMS addresses is determined, each destination SMS address associated with a different subscription to the subscription content source and corresponding to a different mobile device. An SMS message that includes the first broadcast message is sent to each destination SMS address, the SMS message identifying a same first sender SMS address. A reply SMS message is received from a first mobile device of a plurality of mobile devices, the reply SMS message being directed to the first sender SMS address and not being distributed to any other mobile device of the plurality of mobile devices. In response to the reply SMS message, a second SMS message that includes a first subscriber message is sent to only the first mobile device.