Messaging Content Guidelines and Non-Compliance Fines

Unlawful, unapproved, or illicit content

No messaging programs are permitted to promote unlawful, unapproved, or illicit content on carrier networks. Prohibited content includes, but is not limited to:

  • Spam
  • Fraudulent or misleading messages
  • Depictions or endorsements of violence
  • Inappropriate content
  • Profanity or hate speech
  • Endorsement of illegal drugs

All messaging programs must comply with federal and state laws and regulations across all 50 states. Content must be suitable for the intended audience. Additionally, marketing aimed at children under the age of 13 requires heightened legal and ethical obligations and may undergo further review by the carrier.

Age gating

Carriers reserve the right to suspend, terminate, or decline approval for any messaging program that does not promote a legal, age-appropriate, or positive customer experience. All content must comply with relevant laws and incorporate a functional age gate, especially concerning age-restricted content like Sex, Hate, Alcohol, Firearms, Tobacco (S.H.A.F.T.), or any other regulated material. The age-gate mechanism should verify the date of birth during consumer consent opt in.

Implementation of non-compliance fees

Effective January 1, 2024, T-Mobile will impose non-compliance fees for mobile messaging violations on all mobile channels operating on the T-Mobile Network (SMS/MMS, short code, toll-free, and 10DLC numbers).

If you are determined to be in violation by T-Mobile, Plivo will pass the non-compliance fines on to you as follows:

  • Tier 1: $2,000 US for phishing, smishing, and social engineering
  • Tier 2: $1,000 US for illegal content 
  • Tier 3: $500 US for all other violations, including but not limited to S.H.A.F.T.

Refer to the T-Mobile Code of Conduct for more details.

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