Texting has become the quickest and easiest way to get in contact with others, including business associates like candidates and customers. With the easy connection that texting provides also comes the responsibility to communicate appropriately. While there is not an official governing body that regulates what is considered “appropriate” when it comes to sending text messages, there is an organization that provides best practices and principles for SMS communication - the Cellular Telecommunications Industry Association.
The CTIA’s goal is to ensure that the messages being received by end users are messages that they actually want to receive. The Association has recently updated their guidelines to further protect consumers from unwanted messages. These updated guidelines are causing the cell phone carriers to adjust their filtering parameters that determine which messages are considered to be unwanted (aka spam) and subsequently blocked.
The cell phone carriers do not provide explicit rules on what will cause a message to be blocked; however, it has been determined that certain message content and messaging behavior increases the chances of messages not being delivered. We suggest avoiding the below if you are sending a substantial amount of messages from your TextUs number.
Message Content Including:
- Phone numbers or multiple sequential numbers (ex. 18005555555 or $1500-$2000)
- Overuse of capitalization (ex. WE’RE HIRING)
- Several consecutive special characters (ex. $$$$$ or ?!?!?)
- Shortened web links (ex. bit.ly/textus) or excessive weblinks and email addresses
- Sending more than a few identical back to back messages without using the broadcast/campaign feature
- Sending the same exact message over an extended period of time
- Sending multiple messages to a number that has not sent a message to your number
- Not honoring a request to opt out a number from receiving messages
Generally speaking, the carrier filters attempt to detect and block messages that seem to be sent without the end user’s consent to receive them. As the messaging ecosystem evolves, the carriers will continue to discreetly update their filtering regulations. Our SMS providers are attempting to mitigate the increasing blocks on messages that should not be considered spam. However, we advise that our users continue to follow these guidelines to ensure that they experience the highest possible deliverability rate for their messages.
- Please note that these guidelines and updates are not exclusive to TextUs and affect all SMS providers and platforms.