Overview
To ensure the best delivery rates and user experience, it is important to follow industry guidelines when sending SMS. Violating these guidelines can result in message filtering, blocking, or account suspension.
Content Policies
- SHAFT: Do not send content related to Sex, Hate, Alcohol, Firearms, or Tobacco.
- Phishing: Do not send links that look suspicious or attempt to collect sensitive personal information.
- Fraud: Any fraudulent activity or scams will result in immediate termination.
Sender ID Rules
Sender IDs (the name or number the message comes from) are regulated differently in each country.
- United States/Canada: Messages are typically sent via 10DLC (10-digit long codes) or Toll-Free numbers. Alphanumeric Sender IDs are generally not supported for P2P traffic.
- United Kingdom/Australia: Alphanumeric Sender IDs (e.g., "MyBrand") are supported but must be pre-registered in some cases.
Best Practices
1. Identify yourself: Always include your brand name in the message.
2. Clear Call to Action: Make sure the purpose of the message is clear.
3. Opt-out mechanism: Always provide a way for users to unsubscribe (e.g., "Reply STOP to unsubscribe").