Common reasons for failed messages
The mobile number has been deactivated by their wireless carrier.
The number is a landline number (typically from a third-party integration like your ChMS or an imported file). If we detect that a text was sent to a landline, we will automatically avoid texting that number in the future.
The mobile phone is turned off, out of range, or otherwise unavailable.
If you're seeing a significant number of texts fail, it could be because of carrier filtering.
Carrier Filtering
Text messages have one of the highest open rates of any communication channel, so carriers have strict rules to protect consumers from spam.
Here are some best practices to keep your texts from being blocked:
SHAFT: The CTIA has outlined a set of content rules known as SHAFT: sex, hate, alcohol, firearms, and tobacco. Including content related to any of these topics in any of your messages is considered a violation and may result in immediate filtering.
Public Link Shorteners: Spammers often use link shorteners to disguise harmful links. Therefore, carriers see these sites as red flags. If you include a link from Bitly or another commonly-used link shortener, you run the risk of your messages being filtered.
If you want to send a URL, use our built-in URL shortener that's included in your plan! You can use it to set up your own branded subdomain. You can even see how many clicks the link got right from the Messages page.
Consent: High opt-out rates and subscriber complaints can also result in filtering. Ensure that you only send messages to subscribers who have provided consent (opted in) to receive texts from you.
If you'd like more info on why a message failed or how to improve your deliverability, reach out to our team and we can look into it for you.