Best Practices for SMS deliverability and Avoiding SMS Restrictions

Error and Opt-out Rate Monitoring

• We are focused on helping our customers deliver trusted communications. To make sure that the carrier does not block or suspend the account permanently based on bad usage.
• We will be monitoring the delivery rate of the overall account and be taking proactive measures (as mentioned below) to keep the delivery rate in check:
  • Violation Email - We will send out an email notification as soon as the account hits the error rate of 8% and opt-out rate of 2%.
  • Temporary Account Restriction - We will send out a suspension email as the account hits the error rate of 12.5% and opt-out rate of 3%.

Please Note:

As soon as the account will hit the temporary suspension all upcoming outbound SMS will be failed till 00:00 AM UTC.

What should we do when we get a violation email?

    1. Stop all your workflows, campaigns, triggers, and/or bulk actions to contacts who have not                  explicitly opted in to receive messages from the account.

    2. Enable and customize the Opt Out language and SenderID message as per your use case so that         all the upcoming messages are not flagged.

    3. Please discuss this with your client to make sure no bulk communication, message blasts, or cold         prospecting message campaigns are sent in the near future before we receive your reply to this           ticket.

What are error and opt-out rates and good thresholds?

• A High Opt-Out Rate indicates that contacts receiving your messages have objected, generated complaints, or marked your SMS as spam. A good opt-out rate is typically in the range of 0—1%. Once the opt-out rate hits 2%, the account will be locked for sending text messages for 24 hours.
• A High Delivery Error Rate indicates that you are sending SMS to contacts that are no longer in service, are unreachable, or use a non-SMS-capable device such as a landline. This may also mean that external carrier filters are refusing to deliver your SMS due to bad sending behavior in the past. A good error rate is typically in the range of 0—6%. Once the error rate hits 12%, the account will be locked for sending text messages for 24 hours.

What do I do to get the suspension removed early?

• The account suspension will be lifted in 24 hours. However, if the account is permanently suspended.

How to prevent future SMS suspension

The account should be able to send SMS after 00:01 AM UTC the next day after you received the non-compliant email. You can check the best practices below on how to reduce the error rate:

1. Add Opt Out language ("Reply STOP to unsubscribe") in all the first SMS sent to a new contact.

2. Add Sender information (introduction of yourself/company) in all the first SMS sent to a new             contact.

3. Do not send messages to SMS-incapable devices like landlines. Enable the Number Validation         feature for this. This feature will look up the number before sending out the message and enable         a temporary DND on the contact.

4. Avoid sending URLs shortened using a public URL shortener like bit.ly or rb.gy. Instead, send         the original full link.

5. Make sure the Business Profile, A2P Brand, and campaign are registered, as the messaging world is moving towards the direction where with these registrations, no messages will be delivered. You can view the Trust Center tab once the account country is set to the US:

• Info Required for Business Registration

• Business Profile creation and registration

• A2P Brand Registration

• Campaign Registration and Messaging Service

Some additional docs to help you out:

• Trust Center Support Doc

• A2P Campaign Registration Best Practices

If the country is not set to the US, you can still use the system following the best practices so that the delivery rate is high and the SMS is not flagged. A2P campaign is just a more enhanced safety net for delivery, but that doesn't mean you cannot use the system without it.

Note: Campaign Verification can take up to 6-7 weeks. If it is not approved after the 7th week, please raise a support ticket with us to escalate the request to TCR.

6. Future website form opt-in setup, please include a checkbox to ensure the lead gives consent when filling out the form, if that's where the leads opt-in. You can type something like this as an example:

"By providing your name and contact information, you are expressly consenting to receive communications from COMPANY_NAME or one of their licensed agents, which may include phone calls (including to any wireless number that you provide), including automatic telephone dialing systems or by artificial/pre-recorded messages, text message, and/or emails for the purpose of marketing insurance products and services, including health, medicare, and life insurance plans. By providing your information, you understand that your consent is not a condition of the purchase of any product or services, and carrier messaging and data rates may apply. You may revoke this consent at any time by calling us at 1-800-000-000 or by emailing us at EMAIL_HERE to be placed on our do-not-call list."

7. Good to Have: The first message should state the source of how your leads opted in.

8. Good to Have: Add opt-in language so contacts actively double opt-in via SMS and web form checkbox (reply 1 to subscribe).