SMS Content Best Practices to Improve Deliverability

Updated October 25, 2026.

Start with a permitted campaign, documented consent, and clear identification. Wording changes cannot make a prohibited campaign eligible or guarantee delivery.

Before your next broadcast

1. Confirm eligibility. Ask Client Success to review your products, audience, destinations, and sending route before launch. Provider and carrier rules vary.
2. Use permission-based lists. Retain opt-in records and honor opt-outs. Do not send to purchased lists.
3. Identify your brand. Use a recognizable sender name and the program’s required opt-out instructions.
4. Keep content clear. Check links, spelling, offers, and landing pages. Do not disguise products or alter copy to circumvent filters.
5. Test, then troubleshoot. Send a test to your team. If delivery fails, share the campaign ID, timestamps, and error details with Client Success instead of repeatedly resending.
6. Review results. Compare delivery, opt-outs, clicks, and available revenue attribution. Delivery alone does not establish campaign success.

Reference: CTIA Messaging Principles and Best Practices.