It’s recommended to follow the best practices when generating content and choosing source phone numbers. High quality, well-formatted content is more likely to be opened and read by a consumer and less likely to be mistaken as spam by consumers, operators and the carrier.


As a practice the carrier does not pre-approve or whitelist messaging content. The carrier may review any message content as part of an account review. Message content flagged by automatic spam detection algorithms is then reviewed by a human operator. If the human operator perceives the message as promotional, the sending number may be blocked by the operator platform. To prevent this, use the following guidelines for creating messages:


Content Creation

These best practices make messages more valuable to consumers and less likely to trigger real-time content analysis from flagging messages incorrectly as spam.


As a rule of thumb, if the message is reviewed by a third-party, out of context, it should appear to be a transactional, application-to-person message, originating from a specific request by the end user. 

In general, message content should include:

  • Your company name

  • A reference to the reason the message is being sent

  • A STOP message

While a STOP message does not need to be included in every message sent, consider sending it with every fourth or fifth message. 

Message content should avoid:

  • Generic URL shortener links 

  • The words “Free”, “Now”, “Offer”, “Winner” or any other promotional-sounding language.

  • Request for action without specifying context.


Example Messages

Example: Good Content
Plivo - your one-time passcode is 12345.

DeliveryFoodsInc - your food order has been completed and is on its way. Look for it in 15 minutes. Track your order via our app: https://realurl.com/?id=12345 Reply STOP to opt-out of future notifications.

Hi, {Name}, thank you for requesting more information from {CompanyName}. The content you request is available at https://realurl.com/?id=12345 Reply STOP to opt-out.


Example: Bad Content
Click here to get a FREE quote about your home! Lowest APR! https://urlshortener.com/?id=12345

Bad credit? Still get approved for a home! Click here for free finance options https://urlshortener.com/?id=12345

Download our app {appname} now to get $20 in free credits. https://appstoreurl.com/myapp

Click now to accept your special offer before it expires. https://urlshortener.com/?id=12345


Use one recognizable number

Each campaign should use one primary phone number. Using a single number for both text and voice calls is recommended.



Use one recognizable domain name  
Each campaign should be associated with a single web domain. Although a full domain is preferred, a URL shortener may be used to deliver custom links.


Use natural language
You should use natural language in your messages, which means that you do not use non-standard spellings. For example, “H! h0w ar3__you do1ng?” is a nonstandard spelling.


Direct Consent 
You should collect the consumer consent yourself, and not use consent acquired from a third party. The consumer is expecting a relationship with the business they interacted with.


Set expectations on frequency 
You should set the proper expectation with the consumer for message frequency. If you are sending 5 texts a month, then disclosing “5/msg a month” on the first interaction is a positive user experience.


Disallowed Content

If a message sender is observed sending any of the below listed disallowed content, then an account review is performed. This review can result in the suspension of sending rights for a provisioned phone number; restriction of high-throughput access; suspension of provisioning rights for new phone numbers and/or suspension of all network services.


Message senders are expected to enforce restrictions on their own networks to prevent these types of content at the intake source.


Promotional messages
Promotional messaging is not allowed on toll-free numbers and is subject to blocking.


Phishing
Phishing is the practice of sending messages that appear to come from reputable companies but in fact trick consumers into revealing personal information, such as passwords and credit card numbers.


Fraud or scam 
Any messages that constitute a fraud or scam, which involves wrongful or criminal deception intended to result in financial or personal gain are prohibited. These messages generally involve money and/or some sort of business transaction.


Deceptive marketing 
Marketing messages must be truthful, not misleading and when appropriate, backed by scientific evidence in order to meet the standard held by the Federal Trade Commission’s (FTC) Truth In Advertising rules. The FTC prohibits unfair or deceptive advertising in any medium, including text messages.


Sensitive Content

Messages that contain terms related to the following sensitive topics are inspected closely and can be more susceptible to carrier blocking:

  • Debt Restructuring/Refinancing Offers

  • Debt Relief Offers

  • Payday Loan Offers

  • Home Loan Offers

  • Education Loan Offers

  • Insurance Quotes (unsolicited) 

  • Earn Money from Home Job Offers

Carrier Monitoring

Our carriers continuously monitor text messages traversing their networks. To ensure uninterrupted service, please avoid the following.


Consumer Complaints 

Major operators in North America support consumer driven spam controls. Their mobile subscribers can forward unwanted or unconsented text messages to a dedicated short code, 7726 (it spells “SPAM” on a standard keypad).

The carrier monitors consumer complaints sent to this service for numbers on the network. If multiple complaints are received for a sender, then a notification is sent to the message sender that includes the source phone number, destination phone number, timestamp, and original message ID that was given to the message sender upon message submission. Upon receipt, the service provider must provide proof of TCPA compliant opt-in for those specific messages. They must also provide an overview of the messaging campaign and its opt-in process that the unwanted message was a part of.

If a large amount of unwanted or unconsented messages are reported on a source phone number then that number may have sending rights immediately suspended while opt-in is being confirmed.


Opt-out Rate

Opt out rates are tracked. The daily opt-out rate on a phone number is defined as the total number of unique consumer phone numbers divided by the unique opted-out consumers that were sent messages within a 24-hour period.

If the daily opt-out rate on a sending phone number is 5% or greater then the account is flagged for monitoring. An opt-out rate of 10% or greater on a sending phone number may result in immediate suspension of services.