Your Messaging Provider may be Filtering and Throttling Your Messages 😯

Are your SMS messages reaching your customers? 🤔 It’s a question every business should be asking. Especially to your messaging provider—because as you’ll learn from this post—your deliverability could actually be less with the exact same content when comparing two separate providers. The reason? Content filtering. We’ll teach you what that means and how it impacts your ROI. P.S., this post was created based on a YouTube video that you can click Here to watch.

The Hidden Dangers of Message Filtering

Message filtering occurs when a messaging provider, carrier, or direct connect aggregator blocks your messages from reaching your customers’ phones. This happens in two primary ways:

• Keyword-specific filtering: This is the most frustrating type. Providers using this method block messages containing specific keywords deemed “SHAFT” (sexual harassment, alcohol, firearms, tobacco), or related to scams/spam. Even if your business name contains a flagged word, your messages can be blocked. This type of filtering is particularly damaging to small businesses and should be avoided. Actionable Insight: When choosing a provider, always ask about their content filtering practices. If they use keyword filtering, consider it a major red flag 🚩

• Algorithmic filtering: This more sophisticated method uses machine learning to identify messages similar to known spam or scam messages. While generally more effective, overly strict algorithms can unintentionally block legitimate messages containing keywords commonly found in both legitimate and scam communications (e.g., “free,” “act now,” financial terms). Actionable Insight: If a provider uses algorithmic filtering, inquire about its stringency. Can you establish a specific use case for your business to minimize unintentional filtering?

The Impact on Your Business

Poor deliverability directly affects your ROI. If your messages aren’t reaching customers, your campaigns are failing. Different providers have different filtering practices. A stricter filter can lead to significantly lower deliverability (5-25% or more) compared to a provider with a less stringent approach. This is especially true in sectors like finance, where scam-related keywords are common. Actionable Insight: Regularly evaluate your messaging provider. Are you getting the best possible deliverability and ROI?

What You Should Do

• Ask the Right Questions: Don’t hesitate to ask your provider (or potential providers) about their filtering practices. Key questions include:

  • What type of content filtering do you use (keyword or algorithmic)?
  • How strict is your algorithmic filtering?
  • Can we create a specific use case for my business to minimize filtering?
  • Have you ever been penalized for the content delivered on your system?

• Create a Use Case: Helping your aggregator know you as a customer will give them the confidence to reduce how strict their filters are. Now, a good provider will proactively learn about your business, use case, and target audience because it helps them understand your risk profile. However, not all providers are great. If yours isn’t, be proactive in educating them (and start looking for a better provider!). Actionable Insight: If your provider doesn’t proactively engage in Know Your Customer (KYC), initiate the conversation yourself. A receptive provider will adjust their processes to benefit your company.

• A/B Test and Compare: Send identical messages through different providers to compare deliverability. This real-world test will reveal the impact of varying filtering practices.

• Avoid Strict Keyword Filtering: As mentioned earlier, this is a major red flag.

Message Throttling: Another Bottleneck

Message throttling limits the number of messages you can send simultaneously. Think of it as a pipe: the wider the pipe, the more data (messages) can flow through at once. Actionable Insight: Discuss your message sending capacity with your provider. Ensure you’re not limited by their system but rather by carrier limitations. If speed to lead is important, especially for resellers, this is critical. If your provider is inflexible, explore other options.

The Bottom Line

Don’t let hidden filtering and throttling sabotage your SMS marketing efforts. By asking the right questions, prioritizing KYC, and A/B testing, you can ensure your messages reach your customers and maximize your ROI. Remember, a good messaging provider is a partner invested in your success—don’t settle for anything other than great!