Consent you can prove
Marketing SMS is regulated almost everywhere, and the common core is simple: the recipient agreed, you can show when and how, and they can leave in one step. Keep the source of each number with the number. A list bought from a third party fails the first test in most jurisdictions and fails the delivery test everywhere, because harvested numbers are dead numbers.
Quiet hours
Several countries fix hours during which marketing messages may not be sent, and every recipient has hours during which they do not want them. Our defaults per destination are on each country page and apply automatically; the campaign waits for the window and resumes. Transactional traffic, codes, receipts and alerts, is not marketing and can bypass the window. Schedule by local time so a single campaign respects every zone it touches.
A working STOP
Every marketing message needs a way out. Append a STOP keyword where recipients can reply, or a one-tap opt-out link where they cannot. Either one removes the number from the list and from every later campaign to that list. A STOP that does not work is the fastest route to a carrier filter and, in some countries, to a fine.
Content that passes filters
- Say who you are in the first words, especially on numeric-only routes where the name is not shown.
- Use your own domain for links. Public shorteners are the most filtered pattern in SMS.
- Do not imitate banks, carriers or public services; it is blocked at import and is a permanent ban under our acceptable use policy.
- Avoid urgency theatre: "act now" and "your account will be closed" are phishing vocabulary and are treated as such by filters.
Frequency
Complaints track frequency more than content. Two to four marketing messages a month is where most lists stay healthy; weekly is the upper bound for anything that is not a daily deal by design. The report shows opt-outs per campaign; if the rate rises after a change in cadence, that is the answer.
Something unclear or out of date? Write to [email protected]; corrections are folded back into the guide and the update date changes.