How Do I Prevent My Twilio Messages From Being Filtered

How Do I Prevent My Phone Service Messages From Being Filtered

In today’s digital age, communicating with customers via SMS has become an integral part of many businesses' strategies. However, ensuring that your messages reach their intended recipients can be challenging due to various filtering mechanisms implemented by phone carriers. To help you navigate this landscape effectively, we've compiled a comprehensive guide on how to prevent your messages from being filtered.

Message filtering refers to the blocking of messages that are unwanted or illicit. Filtering may occur to enforce Phone Service’s policies, or to comply with regulations and wireless carriers’ messaging policies.

Possible Causes

Your message was identified as spam or unwanted messaging by Phone Service's message filtering system
Your message was flagged as objectionable and blocked by a wireless carrier

Possible Solutions

Ensure your messaging use case complies with the Messaging Policy. (You can review the ‘Messaging Policy’ article.

If you believe your messages are compliant with Phone Service and carrier policies, please collect 3 or more examples of Message SIDs that have the “undelivered” status with error 30007, and then contact our Support team
. We can help review your messaging and determine if an error was made, and put you in touch with our Compliance team if needed.
The best way to prevent your messages from being filtered is to follow the guidelines in Phone Service’s Acceptable Use Policy, Messaging Policy, the CTIA's Best Practices, and avoid sending spam or fraudulent traffic. If your use case is a forbidden use case for messaging in the United States, that will also lead to filtering in the US.

Below are some guidelines that will greatly reduce the chances that your messages will be filtered.

Consent and Opt-In:

The cornerstone of successful message delivery is obtaining consent from your recipients. Ensure that you only send messages to mobile users who have explicitly opted in to receive communications from you. Clearly identify yourself as the sender and provide easy opt-out

Regularly review your recipient list to ensure that all contacts have actively consented to instructions using widely accepted keywords like "STOP."

receiving messages from you. Monitor opt-out rates and address any spikes in activity promptly to maintain compliance with phone carrier regulations.

Use Case and Sender Selection:

Before sending messages, familiarize yourself with the guidelines outlined in the SMS Guidelines for the specific country you are targeting. Ensure that your use case aligns with the permitted message categories and avoid prohibited activities.

When selecting sender IDs, prioritize using short codes or pre-registered Alphanumeric Sender IDs where applicable, as these can enhance delivery rates. Avoid sending messages from multiple numbers excessively, as this practice, known as "snowshoeing," can trigger filtering mechanisms.

Message Contents:

Craft your message content carefully to avoid triggering filtering algorithms. Avoid using URL shorteners from public domains, and opt for proprietary, branded URLs instead. Ensure that any links included in your messages lead to legitimate, controlled domains to minimize the risk of filtering.

Keep your messages free from emojis, excessive special characters, and irregular capitalization to maintain professionalism and avoid being flagged as spam. Refrain from sending content that is illegal or violates carrier policies, as this can result in message filtering.

Addressing the 30007 Error:

Be vigilant of the 30007 error, indicating message filtering by carriers. Messages marked as undelivered with error code 30007 may result from policy violations, suspicious content, or compliance issues. Proactively understand and address potential filtering triggers to minimize this error and ensure successful message delivery.

Why do message filtering systems exist?

Message filtering systems exist for two reasons:

1.Protecting mobile subscribers from unwanted messaging such as spam, fraud, or abuse

Unwanted messaging is a huge issue in the messaging industry; unwanted messages can result in complaints, fines, or outright disconnection by carriers. Mobile users who receive lots of spam or other unwanted messages may decide to start opting out of or ignoring all messages from businesses, even legitimate ones who follow all rules and best practices.

For these reasons, it is in everyone’s interest – Phone Service, wireless carriers, regulators, and most importantly our customers – to ensure that unwanted messaging is not allowed over Phone Service’s carrier connections.

2. Enforcing rules or regulations about what types of messaging are allowed to that country or mobile network

Depending on the country, laws or regulations may put restrictions on certain types of messaging, or even forbid certain things altogether. Messages which violate these rules may be subject to filtering.

These rules and regulations may also change over time. In the U.S. and Canada, application-to-person (A2P) type messaging was historically not allowed to be sent using local 10-digit long code phone numbers. In 2021, however, Phone Service and U.S. carriers are launching the A2P 10DLC solution which permits A2P messaging via long code to United States recipients.

In Conclusion:

Ensuring successful message delivery through phone carriers requires adherence to best practices and compliance with regulatory requirements. By obtaining explicit consent from recipients, adhering to sender guidelines, crafting appropriate message content, and securing your Phone Service account, you can minimize the risk of message filtering and enhance the effectiveness of your communication efforts.

For more detailed information on our Phone Service’s Messaging Policy and additional tips for avoiding message filtering, please review the dedicated article on message policy.

By following these guidelines, you can optimize your messaging strategy and maximize the impact of your communications while maintaining compliance with phone carrier regulations.