This article will guide you through the various warning messages you may encounter when sending Campaigns through Connect. These warnings are triggered when the system detects issues such as link shorteners, multi-segment messages, or large recipient lists. By following these practices, you can minimize disruptions and maximize the deliverability of your SMS campaigns. For further details, consult your SMS provider or carrier documentation.
These warnings will not prevent you from sending your message, but they will let you know when a campaign is at risk of being blocked or limited by the mobile phone carriers.
1. Link Shorteners Detected
Q: Why are link shorteners detected as a warning in my messages?
A: Free or public link shorteners (e.g., Bit.ly, TinyURL, Goo.gl, etc.) are prohibited by carriers in SMS messages due to high abuse rates by spammers and their untrustworthy appearance. Using these links can result in message blocking and delivery issues. Include full, direct URLs when possible, as they appear more legitimate. Also avoid placing links in the first message of a campaign; engage recipients first with a question or introduction before sharing links.
Q: Why do mobile carriers block messages containing link shorteners like Bit.ly or Goo.gl?
A: Mobile carriers often block text messages containing links shortened by widely-used public link shorteners like Bit.ly, TinyURL, Goo.gl, and others. This is due to frequent misuse by spammers and malicious actors, which causes these URLs to appear untrustworthy to carriers. As a result, messages containing these links are commonly flagged as spam, may be disabled, or outright blocked during delivery attempts.
Q: How can I avoid deliverability issues when using links in my SMS campaigns?
A: To avoid deliverability issues, it is recommended to:
- Use a branded or proprietary link shortener instead of a public one. For example, a custom domain (e.g., "short.mybrand.com") ensures better trust and compliance with carrier policies.
- Include full, direct URLs when possible, as they appear more legitimate.
- Avoid placing links in the first message of a campaign; engage recipients first with a question or introduction before sharing links.
If you send SMS messages with links, ensuring compliance with these best practices will maximize the likelihood that your messages reach their intended audience.
2. Muti-Segment Message Detected
Q: What does it mean when my message is flagged as "Multi-Segment Message Detected"?
A: Your message might be broken into multiple segments for carrier delivery even if it shows as one message to your customer. Use of emojis increase the likelihood that carrier spam filters block your message and increases the size (number of segments) in your message. This may result in carrier delays, and reduce the number of messages that get through carrier-imposed daily message limits. To optimize the quantity and quality of message delivery, consider eliminating emojis or shortening your message.
Q: How do carriers determine how a message is split into segments?
A: Here are the basic rules carriers use to determine how a message is broken up into segments.
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No emojis or special characters (GSM-7 Encoding):
- Messages up to 160 characters are sent as a single segment.
- Messages exceeding 160 characters are split into segments of 153 characters each to account for metadata used to reassemble the message.
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With emojis (Unicode Encoding):
- Messages containing special characters or emojis use Unicode and have a limit of 70 characters for a single segment.
- Messages exceeding 70 characters are split into segments of 67 characters each.
3. Large Recipient List Detected
Q: Why am I receiving a warning about a "Large Recipient List Detected"?
A: You have selected a recipient list with over 1500 contacts. Sending campaigns to large lists can significantly impact response times, incur higher costs, and may lead to increased opt-outs or spam filtering.
Q: What are carrier limits for SMS messages, and how do they impact my campaigns?
A: Carrier limits for SMS messages refer to restrictions imposed by mobile carriers to manage message traffic and prevent spam. These limits vary based on factors such as the type of messaging, the campaign use case, and carrier-specific policies. Here's an overview:
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Daily Message Limits
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A2P 10DLC (Application-to-Person): Carriers like AT&T, Verizon, and T-Mobile set daily limits for SMS messages.
- Higher trust scores (75–100): Up to 200,000+ messages/day.
- Medium trust scores (50–74): 40,000 messages/day.
- Lower trust scores (0–49): 10,000 messages/day or less
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A2P 10DLC (Application-to-Person): Carriers like AT&T, Verizon, and T-Mobile set daily limits for SMS messages.
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Message Length and Segmentation
- Messages exceeding the character limits (160 for GSM-7, 70 for Unicode) are split into segments.
- Each segment counts as a separate message, consuming carrier allowances and potentially reaching daily caps faster.
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Rate Limits
- Carriers often impose per-second sending rate caps. For example, a campaign might be allowed to send only 10 messages per second, with excess messages queued for later delivery.
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Filtering and Throttling
- Carriers use advanced filtering systems to identify spam or non-compliant messages. If flagged, messages may be delayed, blocked, or lead to account restrictions.
- Throttling may occur during peak traffic times, such as Black Friday, even if your campaign is compliant.
Q: What best practices can I follow to maximize my message deliverability and avoid issues with carrier limits?
A: To avoid deliverability issues, it is recommended to:
- Use full URLs or a branded URL shortener instead of public link shorteners
- Keep messages concise and avoid limit use of emojis or special characters
- Reduce your target list size when sending campaigns
- Spread large campaigns out over multiple days