1. Home
  2. Knowledge Base
  3. FAQs
  4. SMS/Text Messaging Guidelines to Ensure Higher Deliverability

SMS/Text Messaging Guidelines to Ensure Higher Deliverability

IMPORTANT: If you are using our SMS feature to send text messages to your guests, please note the important guidelines below or your number may be at risk of being flagged as SPAM and messages will not be delivered to your audience. These SMS guidelines/policies are a reflection of SMS guidelines set by the U.S. Government and other countries/entities. Compliance of these guidelines are required so that any and all SMS creatives are made in good standing with the Smart WiFi platform.

1. SHAFT Compliance: Any words or phrases involving SHAFT (sex, hate, alcohol, firearms, and tobacco) are strictly prohibited in any and all of your SMS messaging. Failure to comply with SHAFT standards will result in an immediate shut-off of any SMS Campaigns/Campaign Templates containing prohibited material.
2.The use of 3rd-party URL Shortener apps/websites (EXAMPLE: Bitly) is STRICTLY prohibited. Using 3rd-party URL shortener affect SMS messages as being flagged as a spam risk.
3.Proper Sender Identification: Always be sure to include the name of your venue/business in your SMS messaging. Lack of sender ID results in SMS messaging being flagged as a high spam risk.
4. ALWAYS send a way to opt-out option… example: To end these messages from us, reply STOP. Failure to offer SMS recipients with the proper opt-out option will result  in an immediate shut-off of any SMS Campaigns/Campaign Templates lacking said opt-out option.

Here is some additional information on the topic:

As of September 30, 2020, the larger U.S. carrier industry will begin to more strictly enforce their policies and guidelines across the entire application-to-person (A2P) messaging ecosystem (over 10-digit Long Codes, Short Codes, and Toll-free), specifically focusing on opt-ins, opt-outs, public domain links, and snowshoe messaging. As an important note, the CTIA defines A2P messaging as messaging originating from a business, organization, or entity to communicate with consumers (not consumer-to-consumer messaging).

While this notification is in no way a change to the policies put forth by carriers, it is a reminder of what is and what is not acceptable within the North American messaging community. Carrier partners have indicated that there will be greater enforcement of messaging policies and we expect to see increased filtering of the following:

  • Traffic, as identified by increasing customer complaints, that shows evidence of not gaining appropriate opt-in.
  • Informational and promotional traffic failing to have a clear description of how to opt-out, meaning STOP language is not clearly shown to the end user. As a reminder, conversational traffic is consumer-initiated and does not require including STOP language in each response.
  • Traffic using URL shorteners with public domains rather than custom domains owned by the company.
  • Traffic that appears to be snowshoe messaging – a technique used to spread messages across senders for the purposes of overcoming filtering systems.
Updated on January 10, 2024
Was this article helpful?

Related Articles