Whatever the callback URL returns in the HTTP body is sent back as is as the SMS reply.
If the callback returns:
Thank you for sending this to us: HEJ HOPP
then the SMS reply will be exactly that text (trimmed to 512 chars).
If the callback returns JSON like:
{
"message": "Hello"
}
then the SMS reply will be that entire JSON string, exactly as returned.
It is up to the callback URL owner to return a clean, user-friendly body.