The use of mobile devices has become quite common which has provided marketers with the opportunity to utilize it to reach their customers; therefore, SMS advertising as a marketing instrument is widely being used nowadays. The aim of this study is to investigate the effect of factors of SMS advertisements (entertainment, credibility, informativeness, and irritation) on the consumer purchase industry of apparel brands in Quetta. Hypotheses were formed to find out the results. The questionnaire was adapted and used for the dependent and independent variables. Using convenience sampling, we collected data from 312 cell phone users. We tested the conceptual model using Multiple Linear Regression on SPSS. This explanatory study showed there is a significant influence caused by informativeness, credibility and irritation of SMS advertisements on consumer purchase intention, whereas, entertainment does not have any significant influence on consumer purchase intention. The research offers findings that enable marketers to comprehend how SMS advertising contributes to the formation of consumer purchase intention. This study rounds off with the findings which are theoretical and has practical implications.