HTML allows you to easily interact with the SMS app using this link:
<a href="sms:">Send a SMS</a>
However different OS allows you to also pre-populate the phone number and message body using:
<a href="sms:1234567890?body=Pre-Populted%20Message">Link</a>
on Android, or
<a href="sms:1234567890&body=Pre-Populted%20Message">Link</a>
On iOS 8+
This is all well explained in this question.
However I noticed a problem on iPhones that I can't seem to find a solution for: If the SMS app is not running in the background on your iPhone, clicking the link will open the SMS app but will not pre-populate the phone number and message body in a new message.
Since Google AdWords are using this functionality too, I tested their links too but unfortunately they are suffering from the same problem, so I doubt there is a solution out there but still wanted to check with the community here.