3 Reasons Your Text Messages Are Being Blocked

Text messaging, like all digital media and communication, is an ever-evolving field. Best practices can change over time, but so can the rules and regulations. That’s exactly what’s happened in the United States over the past few years. New mobile carrier rules will go into effect in 2022 for all A2P (application-to-person) text messages sent domestically.

sCarriers initiated these rules to curb spam, scammers, and what they call “smishers” (text message scams). All of these rules are problematic for consumers, but they cost businesses millions of dollars each year. The rules apply to people who use 10-digit long codes (called 10DLC) to send text messages for business purposes, which is most businesses. Although the 10DLC rules were introduced in 2022, they weren’t widely enforced until 2023. Now, in 2024, they are mandatory and well-enforced.

Failure to comply with these regulations results in messages not being delivered to the intended recipient. Some businesses may not even realize their messages are being blocked, as some SMS software does not send automatic block alerts. Hopefully, businesses that work with contractors and in any industry are already familiar with these rules. However, as a reminder, businesses must now register their brand (sharing company information) and messaging campaigns (using cases and message examples), adhere to content guidelines, and maintain a high level of transparency in their text messaging campaigns.

Despite knowing these high-level guidelines, as an SMS provider, we still see many companies blocking important messages. Based on this information, I want to share the three main reasons why companies have messages blocked, as well as specific advice on how to remedy the situation to get your SMS campaigns back on track.

1. Not using full or branded URLs: One of the most pressing issues is the use of shortened URLs in text messages. The advent of URL shorteners, once seen as a useful way for digital marketers to save space and track engagement, has now become a double-edged sword. The problem lies in how these shortened links are perceived by operators and spam filters. Shortened URLs, unless they are branded to still include the base of the company URL, are often flagged as potential threats or spam. This flagging can lead to entire messages being blocked, disrupting communication between companies and their target audience. To ensure compliance, make sure the brand name still appears in the URL. Internal link shortening can work. For example, a fictitious company called Best Plumbers could shorten the URL www.bestplumbers.com/newcustomersignup/2024 to bestplumbers.com/new24 without blocking, while also saving character count. There are also companies that provide link shortening services that host branded links that are easily recognizable and associated with your business; the small fee is often worth the money.

2. Changing the content of texts after they have been sent for approval: Another big mistake that companies often make is changing the content of text messages after they’ve been submitted for approval (but before the text message is scheduled to be sent). The SMS campaign approval process is designed to ensure compliance with regulatory guidelines and carrier policies. However, some organizations, in order to make last-minute changes or updates, modify the content of the message after approval. This practice can inadvertently lead to compliance issues. When the content of the text message changes, it may no longer be compliant with the original approval parameters, causing the message to be flagged or blocked by carriers. To combat this, make sure that what you want to say in each text campaign is well thought out and finalized before submitting for approval. If something changes internally and the content of a pre-approved message needs to be changed, you’ll want to delete that campaign and/or start a new one from scratch. Yes, it can take longer. Keep in mind that even seemingly minor changes can cause the initial approval to no longer be valid, so the extra time is worth the effort.

3. Failure to post a privacy policy on your company website: When you think about digital communications compliance, this is (hopefully) something that comes as no surprise. Federal regulations mandate that companies provide clear and accessible privacy policies to protect consumer information and comply with data protection laws. Without a privacy policy, companies not only risk non-compliance (which can result in hefty fees), but also possible blocking. This is because many carriers and compliance systems check for the presence of a privacy policy as a criterion for delivering messages. A published privacy policy is not the only requirement, of course. Business text messages also require explicit consent from the recipient, and every text message should include simple opt-out instructions. Failure to include opt-out instructions (such as “Text END to unsubscribe,” for example) can also result in blocked messages.

Businesses that rely on mechanical professionals have many opportunities to leverage text messaging. Whether it’s confirming customer appointments, sending service reminders, or communicating with team members, text messages can only provide value if they’re sent and received successfully. Take this opportunity to brush up on the basics of SMS compliance to make sure this powerful communication method continues to work for your business.

Tom Sheahan is CEO of Red Oxygen, a leading provider of enterprise SMS solutions serving companies in the U.S. and abroad.