Message Filtering

What is message filtering? 

Message filtering is the process by which mobile network operators, such as AT&T and Verizon, as well as messaging aggregators, block messages that are unwanted or illicit. It is important to note that registering 10-digit long codes or verifying Toll-Free numbers does not guarantee whitelisting, and message traffic may still be subject to filtering even from registered or verified numbers.

There are two main reasons for message filtering:

1. To protect mobile subscribers from receiving unwanted messages, including spam, fraudulent content, or abusive communications.
2. To ensure compliance with regulations and guidelines regarding permitted types of messaging in the United States and Canada.

Message filtering can range from a simple static list of prohibited terms to advanced machine learning systems that constantly adapt based on the messages passing through them.

How do I know if my messages are being filtered?

Message filtering details, along with failure reasons, are displayed in the Line or Account Usage Report. When a message is filtered, the associated failure reason will appear as "FlaggedAsSpam."

For comprehensive information on reporting and specific failure reasons, please consult the Capacity SMS reporting documentation. 

If there is a notable increase in message filtering activity, the Capacity Messaging compliance or support teams  may directly contact the account holder to conduct further review.

What are the possible reasons for message filtering? How do I avoid my messages from getting filtered?

To avoid message filtering, follow CTIA Best Practices and do not send spam or fraudulent content. Below are the main filtering reasons and recommended actions.

Forbidden Content

Application-to-Person (A2P) Messaging refers to any message traffic that originates from an application, rather than an individual. This form of messaging is subject to strict regulations, and there are specific types of content that are either restricted or outright prohibited. Some of the more commonly prohibited categories include:

• High-risk financial services, such as payday loans, short-term high-interest loans, and third-party loans. Note that loan marketing is only permitted when using short code messaging.
• Third-party lead generation, particularly when content is shared with third parties.
• Debt collection and forgiveness messaging.
• “Get rich quick” schemes or multi-level marketing, which includes promotions for work from home programs, job alerts from third-party recruiting firms, and risk investment opportunities.
• Federally illegal substances, such as CBD, cannabis, marijuana, and prescription medication.
• Gambling-related content.
• Content involving sex, hate, alcohol, firearms, and tobacco, collectively referred to as “SHAFT.”

Wireless carriers and aggregators monitor messaging traffic to block prohibited content. Understanding permitted content for A2P messages is essential, as violations can lead to penalties, such as T-Mobile fines up to 2000 USD per violation. For example, salons may send appointment reminders for services like massages but cannot mention CBD oil. Finance companies can use 10DLC or toll-free numbers for payment reminders and account updates, but not for promotional loan messages. Pharmacies may notify customers about deliveries and over-the-counter medicines but cannot mention prescription medications.

 A comprehensive list and further details about prohibited categories are available for review. 

 What do I do if my messages are filtered due to forbidden content?

If content is blocked due to forbidden content, it is essential to cease sending such messages immediately. If the restricted content is an integral part of your business needs, please contact our support team for further review and recommendations. For instance, loan marketing messages may be filtered when sent via 10DLC, but may be permissible through Short Code, which could serve as a viable alternative. Please note that certain message categories, such as those related to illegal drugs, are strictly prohibited and cannot be transmitted via A2P channels.

Consumer spam reports

Consumers have multiple options for reporting unwanted messages. One method is to forward spam messages to 7726, which notifies the Federal Trade Commission (FTC). In addition, many wireless carriers offer specific tools to help block or identify spam messages. These include AT&T ActiveArmor; Verizon Call Filter; T-Mobile Scam Shield; UScellular Call Guardian. These resources are designed to help consumers manage and reduce unwanted communications.

What do I do if my messages are filtered due to spam reports?

Consumers are marking your messages as unwanted, often because they did not expect communication from your business or feel overwhelmed by how often you send texts.

 To reduce spam reports and maintain positive customer relationships, consider the following steps:

• Message only users who have explicitly opted in.
• Regularly update your contact list, removing inactive or opted-out numbers.
• Send relevant content and limit message frequency.
• Clearly identify your business in each message and provide a simple opt-out option, such as including STOP instructions in marketing texts.
• Make consent requests clear, specifying whether messages are informational or marketing, and separate these consents.
• Avoid using emojis, unnecessary special characters, excessive capitalization, and check grammar and spelling.

Unbranded URLs

Unbranded short URLs are widely used by fraudsters and bad actors to conceal the true intent of their campaigns. Wireless carriers, especially AT&T might block your traffic if they contain unbranded URLs such as TinyUrl or free Bitly links.

What do I do if my messages are filtered due to unbranded short URLs?

Avoid public URL shorteners. Use only dedicated branded domains or Capacity’s built-in shortener for your business.

Messaging Campaign Creep

Campaign creep occurs when messages are sent that do not align with the purpose for which the numbers were registered. For example, if numbers are registered and approved for customer care communications, but marketing messages are subsequently sent instead, this constitutes campaign creep. While it is understandable that business requirements for messaging services may change over time, any new use cases or content must be reviewed to ensure compliance with the relevant messaging best practices for those updated purposes.

What do I do if my messages are filtered due to campaign creep?

To avoid line filtering from campaign creep, only send messages consistent with your registration details. For messages outside your original submission, contact our support team to determine if new registration is required. If filtering has occurred, stop sending non-compliant messages and coordinate with Capacity's messaging compliance team to review and update your registration.

High Opt-out rate

Messaging opt-out rate refers to the percentage of recipients who unsubscribed or opted out from receiving messages sent through SMS or messaging campaigns. This rate is calculated by dividing the number of opt-outs by the total number of successful outbound messages within a specific period, commonly tracked over a rolling seven-day window.

Carriers closely monitor opt-out rates to assess message effectiveness. A high opt-out rate may signal that your messages are irrelevant, sent too often, or unexpected by recipients. Generally, an opt-out rate below 2% is considered healthy. It is advisable to review lines with an opt-out rate between 2% and 4% to ensure compliance and maintain message quality. If a line’s opt-out rate exceeds 4%, it risks being blocked by carriers and regulatory authorities.

What do I do if my messages are filtered due to the high opt-out rate?

Understanding the reasons behind consumer opt-outs is essential for effective communication. To help lower opt-out rates, consider implementing these best practices:

•  Communicate only with users who have clearly opted in to receive messages.
• Ensure that your sender identity is transparent in every message you send.
• Maintain content that is relevant to your audience and avoid sending messages too frequently.
• Keep your contact list current by removing inactive or opted-out numbers on a regular basis.

Please note: This information is provided for general guidance and is not legal advice. It is recommended to consult with a legal professional to ensure that all text messaging campaigns comply with applicable laws and regulations.