Best Practices for SMS deliverability

How we help keep your messages getting delivered

To keep your text messages landing in your customers' inbox (and not getting blocked by carriers), we monitor two things on every account: how many messages fail to deliver, and how many people opt out. This guide explains what these mean and how to keep your account healthy.

What we're tracking

• Error rate: The percentage of texts that fail to deliver, usually because the number is disconnected, unreachable, or a landline.
• Opt-out rate: The percentage of contacts who reply STOP or unsubscribe.

A healthy account typically stays under 6% error rate and under 1% opt-out rate.

What happens if these get too high

• At 8% error rate or 2% opt-out rate, you'll receive a warning email.
• At 12.5% error rate or 3% opt-out rate, SMS sending will be temporarily paused for 24 hours to protect your number from being blocked by carriers.

If this happens, don't worry. Sending automatically resumes the next day at 12:00 AM UTC.

If you receive a warning email, here's what to do:

1. Pause any bulk messages, campaigns, or automations going to contacts who haven't clearly opted in to hear from you.
2. Hold off on bulk texting or cold outreach until your account is back in good standing.

How to keep your account healthy long term

• Always include an opt-out line in your first message to a new contact (e.g., "Reply STOP to unsubscribe").
• Introduce your business in that first message so people know who's texting them.
• Turn on Number Validation to avoid texting landlines or disconnected numbers.
• Use full links instead of shortened ones (like bit.ly).
• If you're a US-based business, complete your Business Profile and A2P registration. This greatly improves delivery and can take a few weeks to process.
• If leads opt in through a website form, add a consent checkbox so they clearly agree to receive texts. Here's an example you can adapt:

"By providing your contact information, you consent to receive text messages and calls from [Your Business Name] regarding our products and services. Consent is not a condition of purchase. Message and data rates may apply. You may opt out at any time by replying STOP or contacting us at [phone/email]."

Good habits to build in:

• Mention how the contact opted in within your first message (e.g., "You're receiving this because you filled out our contact form").
• Consider using double opt-in, where contacts confirm by replying (e.g., "Reply YES to subscribe").

If you have any questions about this guide or need help getting your account set up correctly, feel free to reach out.