Based on the feedback from carriers and our own experience with sending SMS campaigns and reviewing deliverability, we compiled a list of best practices listed here.

1. Brand name needs to be in the message. Carriers request the brand name to be in the message so that the end user can identify the sender.
2. Avoid using spam filter trigger words like CBD, vape, pipe, THC, etc.
3. Avoid using all caps words, keep all caps only for the coupon code.
4. Avoid using multiple exclamation marks. Reduce use of exclamation marks to minimum.
5. Carriers create a footprint of your typical messages. To prevent them using the footprint to block you with the spam filter, tweak the order of words in the message. Use your brand name in other places in the message instead on beginning all the time.
6. Opt-out message needs to be at the end of SMS. Please use “Text STOP to opt out” or Reply STOP to stop, or other versions of opt out message.