Overview
This guide provides guidelines to improve SMS delivery reliability and maintain compliance with carrier policies.
Key Monitoring Thresholds
The platform monitors accounts for two critical metrics:
- Violation Email: Triggered at 6% error rate or 2% opt-out rate
- Temporary Suspension: Activated at 10% error rate or 3% opt-out rate
As stated: "all upcoming outbound SMS will fail till 00:00 AM UTC" during suspension periods.
Error and Opt-Out Rate Standards
Opt-Out Rates: Healthy ranges are 0-1%. The article notes that "contacts receiving your messages have objected, generated complaints, or marked your SMS as spam" when rates exceed acceptable levels.
Error Rates: Good performance falls within 0-6%. High rates indicate "sending SMS to contacts that are no longer in service, are unreachable, or use a non-SMS-capable device."
Eight Prevention Strategies
- Include opt-out language (STOP/Cancel instructions) in initial messages
- Add sender identification and company information upfront
- Enable number intelligence to filter SMS-incapable devices
- Avoid public URL shorteners (bit.ly, tinyurl); use branded URLs instead
- Register business profiles, A2P brands, and campaigns
- Implement consent checkboxes in web form opt-ins
- Identify lead sources in first messages
- Use double opt-in confirmation via SMS and web forms
Response to Violations