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Messaging Guidelines - Message Content

Best Practices for Message Content

Flowroute recommends the following best practices when generating content and choosingsource phone numbers. High quality, well-formatted content is more likely to be opened and read by a consumer and less likely to be mistaken as spam by Consumers, Operators, and Carriers.

Recommendations for Content Creation

These best practices make messages more valuable to consumers and less likely to trigger real-time content analysis from flagging messages incorrectly as spam.

1. Use one recognizable number

       Each campaign should use one primary phone number. Using a single number for both text and voice calls is recommended.

2. Use one recognizable domain name

   Each campaign should be associated with a single web domain. Although a full domain is preferred, a URL shortener may be used to deliver custom links.

3. Use natural language

   You should use natural language in your messages, which means that you do not use non-standard spellings.

       For example, “H! h0w ar3__you do1ng?” is a non-standard spelling.

4. Direct consent

   You should collect the consumer consent yourself, and not use consent acquired froma third party. The consumer is expecting a relationship with the business they interacted with.

5. Set expectations on frequency

   You should set the proper expectation with the consumer for informational or promotional messages. If you are sending 5 texts a month, then disclosing “5/msg a month” on the first interaction is a positive user experience. SMS/MMS Requirements and Code of Conduct Disallowed Content If a message sender is observed sending any of the below listed disallowed content, then an account review is performed. This 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.

Message senders are expected to enforce restrictions on their own networks to prevent these types of content at the intake source.

1. Phishing

   Phishing is the practice of sending messages that appear to come from reputable companies but in fact trick consumers into revealing personal information, such as passwords and credit card numbers.

2. Fraud or scam

   Any messages that constitute a fraud or scam, which involves wrongful or criminal deception intended to result in a financial or personal gain, are prohibited. These messages generally involve money and/or some sort of business transaction.

3. Deceptive marketing

   Marketing messages must be truthful, not misleading, and, when appropriate, backed by scientific evidence in order to meet the standard held by the Federal TradeCommission’s (FTC) Truth In Advertising rules. The FTC prohibits unfair or deceptiveadvertising in any medium, including text messages