Mobile carriers in the United States and Canada block certain kinds of text messages no matter who sends them or whether the recipient agreed to receive them. If your messages fall into one of these categories, carriers can filter them, suspend your number, charge penalties or shut the account down. This article lists what you cannot send, what you can send only with extra conditions, and how to stay on the right side of the rules.
Before you start
These rules apply to every type of sending number: local 10-digit numbers, toll-free numbers and short codes.
Sending SMS to US numbers from the hub requires A2P 10DLC registration, which needs an enterprise-level upgrade. Ask our support team through the chat widget in the hub and we will request it for you. During registration you describe what you will send, and anything in the lists below will be rejected.
Carriers fine per incident, and penalties can run to 2,000 US dollars per violation.
Prohibited categories
These are blocked outright. Consent from the recipient does not make them allowed, and choosing a different campaign type does not help.
Phishing, fraud and social engineering. Any attempt to trick people into sharing passwords, card details or personal information. Fake delivery notices, "verify your account" messages, prize claims and urgent-action requests all count.
Controlled, regulated and restricted substances. Promotions for cannabis, CBD, prescription drugs or any other controlled substance, even where the product is legal in your state or province.
Gambling. Sports betting, online casinos, paid sweepstakes, lottery content and fantasy sports.
Sexual content. Sexually explicit material, adult services, escort services, explicit imagery and sexually focused dating services.
Hate-related content. Anything promoting hate, discrimination, violence or harassment based on race, religion, gender, sexual orientation, disability, national origin or similar characteristics.
High-risk financial services. Payday loans, short-term high-interest loans, third-party auto or mortgage loan solicitations, student loan debt relief schemes, guaranteed-return investments and cryptocurrency investment promotions.
Third-party debt collection. Agencies contacting consumers about purchased or assigned debt. A business reminding its own customer about an existing balance, with valid consent, may be permitted.
Get-rich-quick schemes. Promises of unrealistic earnings, guaranteed income or high returns for little effort, including pyramid and multi-level schemes built on earnings claims.
Third-party lead generation. Messaging contacts whose consent was bought or shared by another business. SMS consent does not transfer between unrelated companies, so purchased lead lists and shared opt-in lists cannot be texted.
Restricted categories
These may be allowed, but each one is reviewed case by case during registration, and meeting the requirements does not guarantee approval.
Category | Condition |
Alcohol | Age gating required where permitted |
Tobacco | Age gating required where permitted |
Vaping and e-cigarettes | Age gating required where permitted |
Firearms | Must comply with all applicable regulations |
What this means for coaches and course creators
Most coaching and course messaging is fine: appointment reminders, lesson release notices and replies to people who messaged you first. The categories that catch well-meaning businesses are usually these:
Income claims in a programme promotion ("make 10k a month") can read as a get-rich-quick scheme. Describe what the programme teaches, not what people will earn.
Texting a list you bought, or one a partner shared with you, is third-party lead generation. Only text people who opted in with you directly.
Wellness offers that mention CBD or supplements that need a prescription fall under controlled substances.
Payment reminders to your own clients are generally fine; chasing debt on behalf of someone else is not.
Tips
Keep proof of consent for every contact you text, such as the form they submitted in the hub.
Include your business name in the message and give people a simple way to opt out, such as replying STOP.
If you are unsure whether a message is allowed, do not send it. Ask support through the chat widget first.
Still stuck? Open the chat widget in the hub and our support team will help.