Carrier Filtering and SMS Deliverability Challenges
Carrier filtering is blocking legitimate SMS messages, affecting both businesses and consumers. The operators that successfully deliver texts follow three key practices:
1. Accurate Registration and Brand Alignment
Business numbers must be properly registered through a process known as 10DLC (application-to-person or A2P messaging). This involves registering the brand identity, specific campaign details (like purpose and content), and ensuring consistent opt-in mechanisms. Mismatched brands, promotional messages sent without registration, or inconsistent content triggers filters.
Sendivo, an SMS infrastructure platform, learned this the hard way when a carrier partner flagged them for messages that didn't align with registered business names. They quickly implemented a filter to block such messages and removed the responsible accounts.
2. Real Opt-In and Complaint Management
Carriers closely monitor complaint rates. Opting-in for texts should be genuine, with recipients explicitly agreeing to receive messages from a specific business for a particular purpose. Upon receiving a complaint or a "stop" reply, sending should cease immediately to avoid further issues.
3. Monitoring Every Campaign
Carriers scrutinize traffic patterns and content to ensure it aligns with registered campaigns. A2P messages should reflect the intended use case, whether it's appointment reminders, promotions, or other notifications. Continuous monitoring helps maintain trust and prevents spam from slipping through.
By adhering to these practices, businesses can enhance their SMS deliverability rates, ensuring that legitimate messages reach their intended recipients effectively.