Carrier Filtering and SMS Messaging

As you send text messages to your customers, you'll be interacting with various mobile carriers who have differing guidelines on what is permissible to send on their networks. In order to prevent carriers from filtering messages, it is important to adhere to the best practices for sending messages.

Best Practices for Sending Messages

Send shorter messages

The shorter the message, the better. Remember that this is a text message and not an email. Each carrier has differing guidelines but the general maximum length of a text message is around 160-240 characters.

Avoid Using Links when Possible

Public URL shorteners (, tiny.url, etc.) are strictly prohibited by many carriers and tend to be filtered by carrier networks. While Public URL Shorteners make it easy to send shorter messages, carriers do not know whether or not the links lead to a malicious site. Carriers will block these messages to help protect their users. Where possible, it is encouraged to create a URL under your business domain to help build rapport for your business and have it established as a trusted source. Long links 

Prior Consent to Message through Campaigns

Make sure your customers have provided prior express consent to receive marketing texts from you (sometimes called opting in).  Our campaigns product helps guide you through the best practices. An overview of the campaigns product can be found here.