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SMS

How to keep your texts delivering and avoid sending restrictions

Text only people who opted in, include your business name and opt-out line (reply STOP) in the first SMS to each contact, avoid public link shorteners and don't text landlines. Keep your error rate under 6% and opt-out rate under 1% to avoid being restricted.

Updated on

Before you start

  • Keep your contact list clean: only people who agreed to receive messages from your business.
  • Make sure the opt-out line and sender identification are set up (see the article on SMS opt-out).
  • Know that the system watches two rates on your account: the delivery error rate (invalid, landline or disconnected numbers) and the opt-out rate (people replying STOP or flagging as spam). If they climb too high you get a warning and, at the limit, sending is suspended temporarily.
Where to find it

Settings › Phone System (opt-out line, sender identification and number intelligence)

Step by step

The eight practices that protect delivery

  1. Opt-out line in the first SMS to every new contact: for example, "Reply STOP to unsubscribe".
  2. Sender identification in the first SMS: say who you are and which business you're with.
  3. Don't text numbers that can't receive SMS (landlines). Turn on Number Intelligence under Settings › Phone System: the system checks the number before sending and temporarily sets DND on contacts that can't receive texts.
  4. Avoid public shorteners (bit.ly, tinyurl…). Use the full address or a short link on your own domain, with one redirect at most.
  5. Register your business if you text U.S. numbers (A2P registration). Outside the U.S. it's not required, but the other practices still matter.
  6. Capture consent on forms: a checkbox, not pre-checked, separate for marketing and service messages, with the privacy policy in the footer. If the phone field isn't required, the checkbox isn't required either.
  7. State the source in the first SMS: "You're getting this because you signed up on our website".
  8. Ask for double opt-in when you can: "Reply 1 to confirm your subscription".

What to do if you get a violation notice

  1. Immediately stop every workflow, campaign and bulk action that texts contacts without explicit consent.
  2. Turn on and customize the opt-out line and sender identification so the next messages aren't flagged.
  3. No blasts or cold outreach until the situation is resolved.
  4. If the account was suspended temporarily, outbound texts fail until 00:00 UTC; sending resumes on its own the next day.

Tips

  • A good opt-out rate is 0–1%; a good error rate is 0–6%. Above that, review your list and your messages.
  • Clean your list regularly: disconnected numbers and landlines count as delivery errors.
  • Keep messages short and plainly worded, without excessive caps, emojis or punctuation.

Common problems

  • All texts suddenly started failing → The account hit the error or opt-out threshold and is temporarily suspended. Stop bulk sends, fix the list and opt-out line, and wait for the reset at midnight UTC.
  • The error rate is high → You're texting landlines, invalid or disconnected numbers. Turn on Number Intelligence and clean the list.
  • The opt-out rate is high → Contacts weren't expecting the message. Text only people who opted in and say in the first SMS where they signed up.
  • Texts with links aren't arriving → There's a public shortener in the message. Use the full address or your own domain.
  • The suspension didn't lift the next day → It may be a permanent suspension. Contact Elooo CRM support.

Frequently asked questions

How long does a temporary suspension last?

Until 00:00 UTC the day after the notice. Sending then resumes automatically.

Do I need A2P registration if I don't text the U.S.?

No. Registration only exists for accounts whose country is set to the United States. Otherwise, follow the practices above.

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