To ensure high deliverability rates and compliance with carrier requirements, it's important to follow established best practices when sending SMS through Subflow. Carriers closely monitor message content, volume, and sending behavior. Following the guidelines below will help ensure your messages reach your audience as intended.
1. Identify Yourself Clearly
Always include your business or organization name in your initial message. If you’re contacting someone for the first time, the recipient should immediately recognize who the message is from. This helps build trust and reduces the risk of filtering.
2. Only Message Contacts Who Have Opted In
Only send messages to contacts who have given clear and documented consent to receive communications from you. Consent can be obtained through a web form, SMS keyword, or in-person agreement. Subflow provides tools to collect and manage opt-ins properly.
3. Use Natural, Person-to-Person Style Messaging
Carriers expect long code messages to resemble typical person-to-person conversations. Avoid sending identical or repetitive content across large lists. Avoid overly promotional language, unnatural formatting (e.g., ALL CAPS), excessive emojis, or special characters that may trigger spam filters.
4. Avoid High-Risk or Filter-Triggering Keywords
Certain keywords and phrases are more likely to be flagged by carrier filters. These include terms like "Free," "Earn Money," "Buy Now," and similar promotional language. Keep your messages relevant, professional, and aligned with the expectations set during opt-in.
5. Follow SHAFT Content Restrictions
Per the Cellular Telecommunications and Internet Association (CTIA), SMS messages must comply with what's known as SHAFT rules—which prohibit content related to Sex, Hate, Alcohol, Firearms, and Tobacco. Messages containing any references to these categories may be blocked or filtered by carriers. Even if your business operates in a regulated industry, such content must be handled through designated messaging channels and may require pre-approval. Subflow encourages all customers to avoid SHAFT-related terms to maintain high deliverability and carrier compliance.
6. Control Message Volume and Frequency
Sending a high volume of messages in a short period—especially if content is repetitive—can lead to deliverability issues. Spread out large sends when possible, and ensure your message content varies to reflect a real communication experience.
7. Include Opt-Out Instructions
All marketing or informational campaigns must include a clear way for recipients to unsubscribe. A common and compliant option is: “Reply STOP to opt out.” Subflow automatically handles opt-outs when this keyword is used, helping you maintain compliance.
8. Avoid Using Public Link Shorteners Like Bit.ly
Messages that contain public URL shorteners (such as Bit.ly) are often blocked by carriers due to their association with spam and phishing. To protect deliverability, avoid using these services in your messages. Subflow recommends using full URLs or branded short links when possible.
9. Monitor Message Length and Segmentation
SMS messages longer than 160 characters may be broken into multiple segments. Subflow provides a character and segment counter to help you monitor message length. To improve delivery and readability, we recommend keeping messages under 320 characters when possible.
10. Provide Value and Maintain Trust
Be transparent about the purpose of your messages. Communicate relevant, timely information based on what the recipient opted in to receive. Misleading or unsolicited content can lead to carrier filtering or contact opt-outs.
By following these best practices, Subflow users can ensure better deliverability, build stronger relationships with their audiences, and maintain full compliance with carrier and industry guidelines.
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