Why your HighLevel A2P Messages Fail

You’ve nailed your 10 DLC registration, your A2P submission is approved in GoHighLevel via Lead Connector, and you’re ready to launch that killer SMS campaign 🙌

But then… silence 🦗. Your messages aren’t going through 😭. Sound familiar? 😬

In a recent insightful video, we dug deep into the often-murky waters of SMS deliverability 🌊, shedding light on the journey your text messages take from your platform to your customer’s phone 📱. For Agency owners and growth-focused teams, understanding this process isn’t just tech trivia – it’s crucial for SaaStrepeneurial success and ROI 📈

Want to check out the video that inspired this post? You can do so Here!

The SMS Journey: More Hops Than You Think 🐰

Here’s a walk down the surprisingly complex path of an SMS message:

1. The Messaging Provider: Platforms like Lead Connector (powered by Twilio) are your starting point.
2. Number Provisioning: New numbers, especially on T-Mobile, can take up to an hour (or even longer in rare cases) to be fully active—patience is key!
3. Content Filters: This is a big one. Twilio has strict filters to maintain clean traffic for carriers. Avoid overly aggressive marketing language (“Act now! Limited stock!”) and the “SHAFT” keywords (sexual content, harassment, alcohol, firearms, tobacco).
4. Direct Connect Aggregators (DCAs): These act as gateways between messaging providers and carriers. There are only four in the US, and the more hops your message takes through them, the higher the chance of technical hiccups. Twilio uses one DCA, which then uses another for T-Mobile, adding complexity.
5. The Carrier: Finally, your message reaches AT&T, Verizon, or T-Mobile.

Key Takeaway #1: Understand the Bottlenecks 🍼

The traditional SMS route has multiple potential points of failure. Technical glitches at any hop, stringent content filtering, and carrier-specific complexities (like T-Mobile’s unique system) can all impact your deliverability.

Signal House: A More Direct Route 🚗

• Fewer Hops: Signal House boasts a direct connection (at most one hop) between their platform, the DCA, and the carrier. This means faster delivery and fewer potential technical issues.
• No Internal Content Filtering: Unlike Twilio, Signal House focuses on understanding their customers and their traffic, leading to potentially higher deliverability for legitimate marketing messages.

Key Takeaway #2: Consider a More Direct Connection for Critical Campaigns 🔌

For time-sensitive promotions or high-stakes customer engagement, a platform with fewer intermediary steps can significantly improve your chances of reaching your audience.

Beyond Technicalities: The Importance of Campaign Strategy 📈

Deliverability isn’t just about tech, you also must evaluate these crucial strategic considerations:

• Avoid “Drift Content:” If you registered a number for customer care notifications, don’t suddenly bombard those contacts with marketing blasts. This can lead to flagging.
• Embrace Mixed Campaigns: Incorporating multiple use cases (customer support, marketing, account updates) within a campaign can provide a buffer against flagging if your messaging naturally shifts.

Key Takeaway #3: Align Your Messaging Strategy with Your Registration 📄

Ensure your campaign content aligns with the use case you registered for. Consider a “mixed campaign” approach for greater flexibility and deliverability.

Actionable Insights 💡

1. Audit Your SMS Content: Review your existing and planned SMS campaigns for potentially aggressive language or SHAFT keywords that might trigger content filters
2. Understand Your Number Provisioning Timeline: Be aware that new T-Mobile numbers can take longer to activate; factor this into your campaign launch timelines
3. Evaluate Your Messaging Infrastructure: For critical, high-volume campaigns, explore alternative messaging providers like Signal House that offer more direct carrier connections
4. Segment Your Campaigns by Use Case: Avoid sending marketing messages to contacts who only opted in for customer support
5. Consider “Mixed Campaign” Strategies: Where appropriate, blend different use cases within a campaign to mitigate the risk of “drift content” flags

By understanding the intricate journey of an SMS message and adopting these actionable insights, you can significantly improve deliverability rates and ensure valuable messages reach their intended audience 🗣️.

The launch of Signal House on GoHighLevel on May 5th presents a new option for a more direct and reliable SMS strategy 😎🔥