Adaptive retry algorithm for short message service message delivery

A method, system, and computer readable medium are provided to retry delivery of a short message service (SMS) message to a user's wireless device. A message delivery failure notification is received that indicates a reason for failed delivery. An amount of traffic on an SMS message delivery network is determined. A message delivery retry profile is selected based on the amount of traffic. The reason for failed message delivery may also be used in selecting the retry profile. Time intervals between retry instances of the selected retry profile may be set based on the amount of network traffic. Delivery of the message is retried according to the selected retry profile and set time intervals. Selection of a retry profile based on the amount of network traffic may provide more adaptive and optimized utilization of SMS message delivery resources.