SMS (Short Message Service) marketing is a great tool for retailers and brands when it comes to spreading the word about their products and services. However, there are certain rules and regulations that must be followed when using SMS marketing.
It’s important to stay up-to-date on the most current regulations from state to federal levels. If a violation occurs, it can result in costly fines.
We have previously discussed how messages are routed across the telecom system and what 10DLC and unregistered traffic are. More importantly, we’ve also discussed how these come into play in highly regulated markets and how retailers and brands can stay compliant.
In this article, we’ll talk about how messages get flagged and what can be done to ensure your SMS campaigns comply with the latest regulations and are not subjected to message filtration.
SMS/MMS Message Filtration: What Gets Flagged
Filtration refers to the process of allowing or blocking particular messages to protect users from unwanted content. Most telecom providers are stringent about filtering messages.
Generally speaking, telecom providers filter messages using three main methods:
- Image recognition
- Brand name recognition
- Keywords
Image recognition
This method is usually utilized for MMS (multimedia messaging service) messages. Telecoms use advanced bots to scan for inappropriate content, such as certain symbols or words.
Brand name recognition
This method is used to identify messages that use the brand names or logos of companies that are not authorized to use telecom networks for messaging. It’s important to ensure that the company’s brand name or logo is not used in any SMS messages, as this can lead to a message being flagged and filtered.
Keywords
Many telecom providers use keyword-based filtering to block messages that contain words or phrases that could be deemed inappropriate. However, there is no definite list of words or phrases that will get flagged, as each individual provider determines this.
However, retailers and brands should still be aware of certain words.
Promotional content and highly regulated related content could also be flagged, so it’s important to ensure that you adhere to the regulations of each state in which your company operates.
Some promotional or “salesy” keywords you need to be aware of are “discounts”, “offers”, “freebies”, and other similar phrases.
IMPORTANT NOTE: As we previously mentioned, each individual telecom provider determines the filtration process. There is no cut-and-dry method for determining what images or keywords will get flagged, so it is important to remain aware of the latest regulations and keep your content up-to-date with them.
What Can You Do About Message Filtration?
A good workaround for SMS/MMS filters is for retailers and brands to send a fairly neutral, non-promotional message and include a link to a website where promotional content can be found.
This allows retailers and brands to retain some of their creative freedom without the risk of their messages being flagged by filters.
Link shorteners
It’s important to remember, however, this isn’t a bullet-proof workaround. You must still be careful with how you structure your links. A key thing to remember is NOT to use public link shorteners such as Linktree, as carrier bots cannot go through that link and your message will likely get flagged.
Instead, use a private link-shortening service such as those offered by SMS providers or marketing services dedicated to retailers and brands like Alpine IQ. These are more secure and efficient services that ensure your message is compliant and won’t get flagged.
Domain and IP address health
Another essential aspect of sending links via SMS is the domain’s and IP address’s health. Carriers use various signals, such as hosting history, malicious software, and content quality, to assess a domain’s and IP address’s health.
If your domain or IP address is flagged as suspicious, carriers may block the message. This is why it’s essential to use a reliable and trusted hosting provider who can provide a secure connection for your website.
Landing page metadata
The metadata on the landing page matters as well. Carriers will assess the information in your metadata, such as title, description, and keywords, to determine if the message complies with their terms and conditions.
The landing page should be clear and concise for retailers and brands, with all the necessary information included.
The best thing retailers and brands can do is to ensure they comply with all regulations and guidelines set by telecom providers. This means that your content should be professional, informative, and up-to-date with the latest regulations.
It’s also important to remember that the filtration process is highly variable and can change at any time. This means that retailers and brands need to remain aware of the regulations and adjust their content accordingly.
Wrapping It Up
Highly regulated markets walk a fine line regarding marketing, especially with SMS marketing, where there are extra regulations.
The key is to remain compliant, so knowing the latest regulations and adjusting your content is essential. Additionally, it’s helpful to use a platform like Alpine IQ. Our suite of tools ensures that your messages get delivered and are compliant with all telecom provider regulations.
If you want to learn more about SMS marketing, you can check out our webinar: Alpine IQ’s Deep Dive: Everything you need to know about text message filtration.
You can also visit https://alpineiq.com/ to learn how we can help you with your SMS marketing.
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