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How to avoid spam filters when texting

Here are some best practices for avoiding SMS spam filters that can affect delivery of your texts.

Why: Carriers (Verizon, AT&T, etc.) stay pretty tight-lipped on why certain texts don’t get delivered or numbers get blacklisted. They operate like any email service provider in that they’re looking for spammy language or formatting, and filtering messages as needed to keep our text inboxes clean.

How:  The guiding principle is: Avoid sending texts that might catch the attention of an algorithm. 


1. Limit the number of non-letter/number characters. i.e. Avoid using too many $$$, %, etc.


You get the point, right? If you’re offering deals on a subscription or a discount on a product, remember to keep the message conversational. Avoid too many messages with words like “free,” “save $20K,” “money-saving tips” -especially all in one message.

2. Limit the number of links in your messages to one or two

Sending numerous links in one message can look suspicious to cell carriers, especially if that’s repeated in every text. It’s tempting to send a list of direct article links in broadcasts, but here are some other ways to share multiple links or stories instead:

Try these angles: Send one link to your entire newsletter versus sending a laundry list of article links directly from said newsletter. Summarize article highlights in your text copy and add commentary, sharing the top link. Send a series of broadcasts with one link each throughout the day

3. Limit the use of URL shorteners

Did you know: When you broadcast a URL, our dashboard will automatically shorten it and any attached UTM codes will always stay intact?

If you have a branded URL shortener you can use, go for it, otherwise you should avoid free URL shorteners such as goo.gl or bit.ly. Carriers tend to flag the use of them since they are frequently used for spam. 

4. Stick to texting subscribers like you’d text a friend

Your texts should be personal and conversational, and we know subscribers prefer it that way! Give anecdotal updates and text like you would to a friend — your audience is subscribing to hear from YOU, not a bot.

5. Check in with subscribers and respond to their requests to opt out

Things change. People get new phone numbers, forget they opted in to receive texts, or just no longer want to hear from you. It happens. Check in with a broadcast if you’re noticing a lot of opt outs or direct messages asking how to opt out.

Your check in text should: Identify yourself Ask subscribers what they want to see more/less of from you as a host Remind subscribers that they can reply STOP and anytime to unsubscribe. Here is how you can unsubscribe any user having difficulty doing so.