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Overview

Message deliverability ensures your texts reach recipients successfully without being filtered as spam. Follow compliance best practices, obtain proper consent, and understand prohibited content categories to maintain high delivery rates and avoid carrier filtering. Before sending your first message, you must obtain agreement from the recipient to communicate with them. Make it clear that they’re agreeing to receive messages from you and keep a record of this consent. Valid consent methods:
  • Web forms with opt-in checkboxes
  • Contract-based opt-in when signing up for services
  • Paper forms completed at your office
  • Text-to-subscribe keywords
Consent cannot be bought, sold, or exchanged. You cannot obtain consent by purchasing phone lists from other parties.
Timing and scope:
  • Send initial message within a reasonable period after receiving consent
  • Consent applies only to your business and specific use case
  • Cannot use consent for other brands or different campaigns
  • Reconfirm consent if significant time has passed
Record keeping:
  • Maintain clear records of all opt-ins
  • Retain proof of consent even after contacts opt out
  • Document timestamps and consent method used
Contact-initiated conversations: If someone texts you first, you can respond within that conversation context. Their inbound message constitutes consent for that specific conversation only. Prior relationship messaging: You can send informational messages to existing customers who have given you their phone number, provided they initiated the action (appointment booking, order placement, etc.). Acceptable prior relationship messages:
  • Appointment reminders
  • Order confirmations and shipping updates
  • One-time passwords
  • Service call confirmations
  • Pickup coordination

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Message compliance standards

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Required identification and opt-out

First message requirements:
  • Clearly identify yourself as the sender
  • Include opt-out instructions: “Reply STOP to unsubscribe”
  • Use standard opt-out keywords (STOP, STOPALL, UNSUBSCRIBE, CANCEL, END, QUIT)
Ongoing compliance:
  • Honor opt-out requests immediately
  • Send only one confirmation message after opt-out
  • Require new consent before messaging again

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Content best practices

Avoid spam triggers:
  • No generic URL shorteners (bit.ly, tiny.url)
  • Use branded short domains instead
  • Avoid marketing language like “SIGN UP NOW FREE” or “BUY NOW”
  • Don’t send identical messages to large groups
  • Keep messages concise and relevant
Example compliant message:
Hi, it’s John from Americans for Clean Air (ACA). Please contact your representatives today about reducing air pollution. More info: aca.com/1234xyz - Reply STOP to unsubscribe.

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Prohibited messaging categories

The following categories are not allowed on OpenPhone and must comply with Terms of Service: High-risk financial services
  • Payday loans and short-term high-interest loans
  • New loan soliciting and student loans
  • Cryptocurrency and stock investing platforms
  • Third-party loans (auto, mortgage from parties other than loan servicer)
Third-party lead generation
  • Companies that buy, sell, or share consumer information
  • Affiliate lending and marketing
  • Deceptive marketing practices
Debt collection and forgiveness
  • Debt consolidation, reduction, and relief services
  • Credit/debt repair services
  • Third-party debt collection (except transactional messages with direct opt-in)
Hospitals can send billing messages to their own patients with proper opt-in, but third-party collectors cannot use SMS to collect debts.
“Get rich quick” schemes
  • Deceptive work-from-home programs
  • High-risk investment opportunities
  • Pyramid schemes and MLM
  • Mystery shopping programs
Legitimate employment outreach, brokerage member communications, and investment news alerts are permitted with proper opt-in.
Illegal substances and regulated products
  • Cannabis: Federally illegal - no messaging permitted regardless of content or state laws
  • CBD: Legal but restricted - carriers don’t permit CBD-related messaging
  • Fireworks: Regulated product - not permitted by US/Canadian carriers
  • Kratom, vape/e-cigarettes: Prohibited substances
  • Drug paraphernalia: All related products prohibited
Cannabis, CBD, and related businesses cannot use SMS/MMS for any purpose, including 2FA, regardless of federal or state legality.
Prescription drugs
  • Any drugs requiring prescription
  • Offers for non-over-the-counter medications
Gambling and gaming
  • Casino apps and gambling websites
  • Sweepstakes, raffles, and contests
  • Sports betting and picks
Gambling traffic is prohibited on all number types (toll-free and local numbers) in the US and Canada.
S.H.A.F.T. categories Messaging promoting any of the following is prohibited:
  • Sex-related content
  • Hate speech
  • Alcohol* (exceptions apply)
  • Firearms
  • Tobacco and vaping products
Alcohol messaging is allowed on toll-free, short code, and long code numbers in the US with proper age verification procedures.

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Spam prevention strategies

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Content guidelines

Avoid spam indicators:
  • Suspicious links or generic URL shorteners
  • Identical messages to large contact groups
  • Overly long message content
  • Aggressive marketing language (“SIGN UP NOW FREE”, “BUY NOW”)
  • High volume messaging without prior communication history
Prohibited content:
  • Cannabis or prescription medication messaging
  • Fraudulent or phishing attempts
  • Malware or virus distribution
  • Hate speech, harassment, or abusive language

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Volume and frequency management

Best practices:
  • Start with low volumes and gradually increase
  • Maintain consistent messaging frequency
  • Respect recipient preferences for contact frequency
  • Monitor delivery rates and adjust accordingly
Ongoing consent management: For periodic messaging campaigns, regularly reconfirm consent and remind recipients how to opt out using standard opt-out language.

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Troubleshooting delivery issues

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If messages are being filtered

  1. Review consent records: Ensure you have proper documentation
  2. Check message content: Remove any spam triggers or prohibited content
  3. Verify identification: Confirm you’re clearly identifying yourself
  4. Review opt-out compliance: Ensure proper unsubscribe instructions

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Reporting filtering issues

If you believe messages are mistakenly filtered, contact support with:
  • Details about your opt-in process
  • Business use case summary
  • Examples of affected messages
  • Consent documentation

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Best practices

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Essential compliance checklist

  • ✅ Obtain explicit consent before messaging
  • ✅ Clearly identify yourself in first message
  • ✅ Include opt-out instructions (“Reply STOP to unsubscribe”)
  • ✅ Honor opt-out requests immediately
  • ✅ Use branded domains for shortened URLs
  • ✅ Avoid prohibited content categories
  • ✅ Maintain consent records
  • ✅ Respect frequency preferences

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Long-term success strategies

  • Build genuine relationships with recipients
  • Provide value in every message
  • Keep content relevant and timely
  • Monitor delivery rates and engagement
  • Stay updated on carrier policy changes

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FAQs