Ineligible Use Cases for SMS Campaigns
DEADLINE EXTENDED: United States carriers will block all unregistered SMS in 2025 due to an industry-mandated regulation to protect consumers (your customers) from spam texts. Don’t wait - complete SMS registration no later than January 14, 2025 if you wish to send text messages.
Learn what campaigns (use cases) are considered ineligible when sending SMS campaign messages.
While SMS provides a great way to engage your opted-in customers, there are limitations and restrictions in terms of what types of messages may be sent, and to the content of the messages. The table below describes general message types that are likely to be blocked based on industry guidance regarding mobile messaging.
| Category | Examples | Notes |
|---|---|---|
| High-risk financial services |
|
“Third-party” means originating from any party other than the one which will service the loan. SMS messages featuring financial investment advice or tips, as well as information on loans and refinancing options, are prohibited. Carriers also prohibit messages with links to donation sites. |
| Third-party lead generation services and marketing |
|
Buying, selling, or sharing of consumer data is strictly prohibited. The business that obtained consent is the only business authorized to send SMS. “Cold” outreach is the solicitation of business from potential customers who have had no prior contact with the business and is strictly prohibited. |
| Debt collection or forgiveness |
|
Almost all debt consolidation and forgiveness efforts are prohibited for SMS and MMS. Regarding debt collection, the business owed the debt can send payment reminders to late payers, personalized messages with account details, and follow up on payment confirmations. However, a third party cannot attempt to collect the debt for you via SMS and MMS. This also applies to financial services consultation companies that redirect their customers to other affiliate service providers for financial products. |
| “Get rich quick” schemes |
|
Multi-level marketing (MLM) products, services, or content commonly associated with unsolicited commercial messages (spam) are prohibited. This is different from outreach about employment as a result of compliant opt-in practices, messages from brokerages to their members, investment news alerts, or other investment-related messages.
|
| Illegal substances/articles |
|
Cannabis is federally illegal in the United States. Cannabis businesses will not be permitted to use SMS/MMS messaging in the US, regardless of message content. CBD is federally legal, but is not legal in some US states, so US carriers do not permit messaging related to CBD. |
| Prescription drugs |
|
Offers for drugs that cannot be sold over-the-counter in the US/Canada are forbidden regardless if the business is a licensed professional. |
| Gambling |
|
Approved at the carrier’s discretion. Strong Age-gating required. |
| "S.H.A.F.T." use cases and electronic smoking devices |
|
Tobacco and Alcohol can be approved at the Carrier’s discretion. They do however require strong Age-gating in order to even be considered. Vaping-related traffic is prohibited. |