Carrier Filtering Overview
Overview
To help combat spam across the texting medium, carriers and other SMS gateway providers such as Twilio have implemented compliance measures for A2P (application-to-person) communication. This follows their 2021 introduction of 10DLC registration options, and it serves as the next step in Twilio’s and mobile carriers effort to create a fully-verified U.S. messaging ecosystem.
While these compliance measures help reduce the amount of spam being received, it does not stop the potential filtering of text messages. While carriers do not share exact information as to why your messages were flagged, Mongoose is able to help provide insights and best practices from our experience along with what carriers and Twilio do share with us.
How do I know if my messages are being filtered?
Why do carriers have content and spam filters?
How do carriers filter messages?
Can I send links? (Updated 03/06/2025)
Based on our observations with carrier behavior, including a link in a message is at a slightly higher risk of that message being filtered and/or not delivered. This applies even to single messages not sent as part of a batch (including Smart Messages).
As a best practice, we recommend sending a full link within your message including the https://. This lets carriers know the destination of the link along with it being secure. We also recommend using our smart message feature to prompt your recipients if they want a link to be sent. This can help cut down on the amount of links that actually get sent out.
You should not send shortened links. Unbranded shortened links are prohibited. Using services such as bit.ly, tinyurl and goo.gl are filtered at a higher rate than messages containing standard, full links and your institution will be at a higher risk of getting flagged. Shortened link hides the destination to the recipient (they don't know the true destination).
What is an unbranded shortened link/url? Unbranded URLs are web links that do not include a company’s name, brand, or recognizable domain. They are often generic or shortened URLs that do not indicate the source of the link. These are typically used for tracking, marketing, or redirecting purposes without explicitly revealing the brand behind them.
However, if you have a university branded shortener--specific to your school, those are accepted. Branded link shorteners are accepted as long as they are within your institution’s domain. When sending URLs in your messages, it’s best to use a domain that is specific to your organization.
In some cases, we have also noticed that including emails in a text message have begun to be flagged as most carriers read them as links.So just be extra careful if putting both a link and email address in the same message.
In some cases, messages that include a link are not delivered at all to the recipient and do not display a carrier violation code/not delivered message due to carriers not reporting the message was filtered.
How do I prevent my messages from being filtered?
- Make sure your recipients know what types of messages they are going to receive.
- Collect consent! Consent must be gathered from anyone you want to text. Your recipients should provide their consent to receive text messages and is required by A2P compliance, Twilio and all carriers. If your recipients know to receive messages from you, the less likely they'll opt out or report as spam.
- Avoid overly long messages, messages IN ALL CAPS, short links, hyperbole, too many emoji's and the use of aggressive language, as these may raise the level of suspicion of your recipients.
- Avoid sending shortened links as they hide the actual destination.
- Make sure to keep an eye on your delivery rate. You'll see if it starts to go down! When in doubt, reach out to your CSM or Support and we can help take a look at your message and provide guidance.
- Utilize the "Send as assigned user" function (Admins only). This function will send text messages from each users texting number (rather than one single texting number), therefore reducing the amount of messages that are sending per phone number in Cadence.
- Avoid confusing messages. Suspicious recipients are more likely to report messages to their carrier, and when messages are reported to carriers, it becomes more likely that future messages from that number or with similar content will be filtered.
- Some message content is prohibited and may impact your delivery rates as well as ability to text. Please review this prohibited content list to ensure you're following guidelines.
Filtering Mechanisms
FAQ
I think my number has been blacklisted by a carrier. Can I get it removed?
Can I get my messages whitelisted by the carriers?
How do I know I am sending to Actual Mobile Numbers?