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Messaging Guidelines - Disallowed Sending Practices


If a message sender is observed performing any of the disallowed sending practices that arelisted below, then an account review is performed. The review can result in the suspension of sending rights for a provisioned phone number; restriction of high-throughput access; suspension of provisioning rights for new phone numbers; and/or suspension of all network services.

NOTE: All message senders are expected to enforce restrictions on their own networks to prevent these sending practices at the intake source.


1.Continued sending to opted out consumers

When a consumer opts out, they should no longer receive messages from that message sender. If they do receive messages, then it’s likely that the opt-out event was either not processed or processed incorrectly within the message sender’s network.

2.Opt-out avoidance

If a consumer opts out of communications with a business, then disregarding the consumers opt-out and sending a message from a new phone number from the same business is not allowed.

3.High opt-out rate

The daily opt-out rate on a phone number is defined as the total number of unique consumer phone numbers divided by the unique opted out consumers that were sent messages within a 24-hour period.If the daily opt-out rate on a sending phone number is 5% or greater, then the number is flagged for monitoring. An opt-out rate of 10% or greater on a sending phonenumber may result in immediate suspension of services.

4.Snowshoe sending

Snowshoe sending is defined as a technique used to spread messages across many source phone numbers, specifically to dilute reputation metrics and evade filters. Carriers actively monitor for snowshoe sending. If they discover snowshoeing, then the sending phone numbers may have their sending rights immediately suspended.

5.URL cycling

This practice is defined as the utilization of multiple destination URLs on the same message content for the specific purpose of diluting reputation metrics and evading filters. URL cycling does not include the use of unique “personal” links to give aconsumer custom content via a URL shortener or other means, which is fully allowed


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