Your phone readily notifies you when your texts fail to send but doesn’t explain the failure. Since we have experienced frequent message delivery issues, I decided to explore the causes behind these failures.
Less than 5% of texts reach their destination. But what could be causing this? To understand, we must first rule out potential reasons for undelivered messages.
Let’s examine the most frequent causes behind unsuccessful SMS campaigns.
Carriers Need to Verify Your Number for Mass Texting.
Wireless carriers require businesses to verify phone numbers to prevent fraud, spam, and other illegal network activities.
If your message delivery isn’t registered with The Campaign Registry or verified by wireless carriers, your message delivery may be restricted.
Refer to our guides for more details on toll-free number verification and registration. Contact our team through the blue button in the bottom right corner for assistance.
You might be using the incorrect messaging type.
You could face carrier filtering if you’re sending SMS campaigns from a personal phone number. This scenario involves peer-to-peer (P2P) messaging, simply texting between individuals.
When you text a friend or contact from your cell phone, you’re using P2P messaging.
In contrast, application-to-person (A2P) messaging is used by businesses for bulk communication. This type requires registration with an SMS application designed for sending messages to large groups.
If you attempt to send A2P-style messages from a personal number, your bulk texts may be flagged and fail to deliver.
Message Has Illegal Content
The recipient’s carrier will block messages containing illegal or inappropriate content. This includes texts with adult themes, drug references, or criminal activities.
The Cellular Telecommunications and Internet Association (CTIA), which sets guidelines for SMS messaging, bans content known as SHAFT — sex, hate speech, alcohol, firearms, and tobacco.
Additionally, the CTIA restricts messages that include:
- Endorsements or depictions of violence
- Profanity
- Adult or inappropriate content
If your business promotes alcohol, you may still send SMS campaigns for events like happy hours or specials, provided you have an age verification system.
Sending an Excessive Number of Text Messages
Sending an excessive number of text messages can trigger spam filters. Different phones have specific compliance guidelines regarding message volume.
Though there is no strict limit on the number of messages you can send to each contact, it’s helpful to gauge an appropriate amount based on your industry or business needs.
For example, a business using texts to update employees about shifts or schedule changes might send numerous messages weekly. In contrast, a retail store might only send a promotional text once a week.
Suspicious-looking links can lead to message filtering.
Scammers often use link shorteners to hide phishing links, which carriers may flag as dubious. Alternatively, you can shorten links directly within the message composer, eliminating the need for external link shorteners.
Local Regulations Might Limit SMS Messaging to Prevent Spam.
Depending on the region, specific rules could apply to the timing and content of your messages. For instance, in some areas, marketing messages are only allowed during business hours on specific days.
Sending them outside these hours could result in non-delivery.
To avoid issues, research the regulations for the recipient’s location or consult our team for assistance.
Using an A2P service, you can schedule and automate message delivery to comply with these restrictions.
Invalid Numbers
An outdated or incorrect contact list can suggest to carriers that your recipients either don’t consent to receive messages or are no longer engaged.
To address this, you should use a verification service to check for invalid or deactivated numbers, depending on your SMS platform.
Contacts might opt out of receiving your messages for various reasons.
They could have:
- Blocked your number
- Reported it as spam to their carrier
- Unsubscribed with commands like “STOP”
In any of these cases, your messages will not reach them. It’s crucial to respect all opt-out requests to comply with regulations.
Billing Issues
A recipient might need help with their phone bill or exceed their plan limits. In such cases, their carrier may disable the number’s messaging capability until the outstanding balance is settled.
Disabled SMS Reception
Additionally, the recipient might have disabled SMS reception on their phone. While SMS is prevalent in the U.S., other regions may prefer platforms like Telegram. If the SMS feature is turned off, your messages won’t be delivered.
Technical Issues
Occasionally, technical issues with the carrier can affect message delivery. Problems with the carrier’s network or equipment might prevent your messages from reaching their destination.
Improve Message Delivery
To improve message delivery, ensure you use the correct phone number and send messages appropriately. Contact the support team if you have any questions about message delivery.
