What is Carrier Filtering?
Phone carriers audit SMS traffic to ensure that individuals and businesses are compliant with anti-spam regulations. Carrier filtering is the practice of carriers blocking the delivery of text messages from a specific phone number or from the entire business for messages that appear like spam.
🔎 Carrier filtering is twice as likely for large campaigns that have SMS subject lines with flagged keywords or phrases or suspicious-looking URL links.
We recommend using small audiences that are well spaced out to avoid your number being considered as 'spammy' by carriers.
So here's what you need to know to limit the possibility of carriers blocking your SMS efforts and ensure that your institution's texting reputation stays intact👇.
1. Avoid Bulk Messaging
Carriers are hyper-observant of bulk SMS messages from businesses, especially when the messages are identical and sent to the same set of users in short successions. The content and frequency of these types of bulk messages are highly prone to trigger the carrier's spam-warnings, which will result in your messages being blocked.
Goodkind Recommendation:
Segment your contact lists into smaller chunks and consider staggered sending schedules to reduce the appearance of bulk messaging.
Include personalization (i.e., Hey [Contact First Name]) and adjust the content and copy of your messages.
2. Be Cautious of Spam-Keywords & Content Characteristics
Specific words or phrases associated with spam or unsolicited marketing practices could trigger carriers to block your messages.
Goodkind Recommendation:
Avoid phrases that are commonly used by spam actors, and messages written in all caps or that use excessive punctuation. For example:
"Enter for a chance to win!"
"YOU'RE A WINNER!!! CLAIM YOUR FREE PRIZE TODAY!!!"
"Limited offer - APPLY NOW!"
Make sure your campaign's SMS subject lines are devoid of this type of language by maintaining a more neutral and natural tone.
3. Avoid Lengthy URLs, Email Addresses, & Excessive Use of Numbers
Very Long URL and URLs from URL shortners like Linktree in your messages may trigger the carrier's algorithms into thinking that your messages are fraudulent. This is also the case for texts that include an excessive use of numbers.
Goodkind Recommendation:
Use numbers when necessary, and ensure that the messaging is clear and succinct.
"Hi [Contact First Name], it's [Org name]. Our app deadline closes in 10 days. Click the link to submit before it's too late: www.goodkindunviersity.com/apply".
Be vigilant that your URLs lead to the intended destination.
Use your School's website as far as possible for any URLs to contacts.
Have Questions? We're here to help.
Please reach out to your Success Manager to further chat about SMS content practices.