Stop 🛑 Wasting Money on SMS: Why Your Messages Are Failing (and How to Fix Them)

Are your business SMS campaigns falling flat? 😕 You’re not alone. Many businesses struggle with message filtering and blocks, leading to wasted resources and missed opportunities. We’ve combed through the data and are bringing you 🫵 the top-five reasons we’ve seen for messages failing 😎. Want to watch the video that inspired this post? You can view it Here.

Understanding the Basics: 10DLC and A2P

Before diving into the issues, it’s crucial to understand the terminology. 10DLC (10-Digit Long Code) refers to standard local phone numbers, while A2P (Application-to-Person) describes messages sent from a business system to a consumer’s phone.

5 Key Reasons for SMS Failures and How to Address Them

1. Message Filtering: The Silent Killer

Filtering occurs at three levels: message provider, direct connect aggregator (DCA), and carrier.

Message Provider Filtering:

• Providers often use keyword or algorithmic filtering to block potential spam.
• Actionable Insight:
  • Avoid spammy keywords like “free,” “act now,” excessive dollar signs, and financial jargon.
  • Use replacement words to convey the same meaning without triggering filters. For example, instead of “ACT NOW!!,” say “I’d recommend moving on this as soon as possible.”
  • Break lengthy messages into shorter, separate texts. (and if you are in an industry where your messages use financial verbiage frequently—break those messages up!)
  • Ask your provider about their filtering practices. Prioritize algorithmic filtering over keyword filtering.
  • Find a provider that does KYC (Know Your Customer) to understand your use case.

DCA Filtering:

• DCAs (like Syniverse, Sinch, InfoBip, and Vibes) are the gateway between providers and carriers and always have filtering in place.
• Actionable Insight:
  • Follow the same best practices as with message provider filtering, avoiding shaft words (sexual content, harassment, alcohol, firearms, tobacco) and spam keywords.

2. Throughput Limitations: Know Your Limits

Carriers impose daily and per-minute message limits.

T-Mobile:

• Standard and low-volume campaigns have a baseline 2,000-message daily limit.
• Actionable Insight:
  • Understand your volume! If you’re sending to large lists, you need a Standard Campaign.
  • Consider additional vetting to increase your throughput limits.

AT&T:

• Has a baseline per-minute limit of 240 messages.
• Actionable Insight:
  • While messages may queue rather than fail, be mindful of this limit.
  • Seek additional vetting for higher throughput needs.

3. Drift Content: Stay Within Your Lane

Drift content occurs when your message content deviates from your registered campaign use case.

• Example: A customer support campaign sending marketing-related messages.
• Actionable Insight:
  • Use a mixed-use campaign to register multiple use cases.
  • Provide sample messages for each registered use case.

4. Out-of-Service Numbers: Clean Your Lists

Sending messages to out-of-service numbers can trigger filtering.

• Actionable Insight:
  • Obtain consent for all messages.
  • Reach out to contacts regularly to ensure their numbers are still active.
  • Use phone number verification (PNV) services to validate numbers, especially for purchased lists or old customer contacts.

5. Opt-Outs and Junk Reports: Value Your Audience

High opt-out rates and junk reports signal potential issues.

• Actionable Insight:
  • Aim for an opt-out rate below 1%.
  • Ensure your messages provide value to your audience.
  • Obtain clear consent for all messages.
  • High opt out rates can lead to carrier flags, that limit your sending ability.

Key Takeaways:

• Proactive measures are essential to prevent SMS filtering and blocks.
• Understand carrier limitations and plan your campaigns accordingly.
• Maintain clean contact lists and prioritize consent.
• Provide valuable content to minimize opt-outs.
• Choose a SMS provider that focuses on KYC, and that is transparent about their filtering practices.

By implementing these strategies, you can improve your SMS campaign performance and maximize your return on investment.