Text Messaging Best Practices

Creating effective text messages requires balancing regulatory compliance with clear communication. Text-Em-All helps organizations send messages that reach their audience while following industry standards and carrier requirements.

What should I include in every text message?

Every compliant text message must contain three essential elements: clear sender identification, relevant content for the recipient, and appropriate opt-out instructions when required. These elements work together to build trust, ensure delivery, and maintain legal compliance.

Identify yourself clearly

Include your business or organization name in every message. Recipients should immediately know who sent the message.

Example: "[Your Business Name]: You have an appointment for Tuesday at 3:00 PM. Let us know if you have any questions!"

Avoid mentioning other large companies like Amazon, Verizon, Netflix, or FedEx in your messages. These names appear frequently in spam messages and increase the likelihood that carriers will block your content.

Address your specific audience

Make it clear who the message is intended for, especially when messaging specific groups within your organization.

Example: "Hi Reading by the Minute Club members! Don't forget we have an important budget meeting after our noon service in the fellowship hall."

Personalize when possible

Use recipients' names and relevant details to make messages feel personal rather than automated. Text-Em-All's personalization feature lets you include names and custom information automatically.

Provide opt-out instructions

Text-Em-All automatically adds opt-out instructions the first time you message a phone number. For subsequent messages, include "Reply STOP to opt-out" when appropriate. Never use alternative opt-out methods like asking users to reply "No" or "Not Interested," as carriers flag these as spam patterns.

When should I send text messages?

Message timing affects both compliance and engagement. The TCPA requires all text messages to be sent between 8 a.m. and 9 p.m. in the recipient's local time zone. Beyond legal requirements, consider when your audience is most likely to read and respond to messages.

Think about your recipients' schedules and time zones. Avoid sending messages during likely busy periods unless the content is urgent or time-sensitive. Text-Em-All automatically handles time zone delivery to ensure compliance across different regions.

What content should I avoid in text messages?

Carriers actively filter messages containing certain content types to protect consumers from spam and comply with federal regulations. Understanding these restrictions helps ensure your legitimate messages reach their intended recipients.

SHAFT content restrictions

Never include content related to:

• Sex: Sexually explicit language or adult services
• Hate: Discriminatory language or content promoting harm
• Alcohol: Sales, promotions, or purchasing of alcoholic beverages
• Firearms: Sales or promotions of weapons, ammunition, or explosives
• Tobacco: Promotions of tobacco products, including cannabis and CBD

High-risk financial content

Avoid messaging about:

• Payday loans or cash advances
• Cryptocurrency promotions
• Debt collection language (as defined by the FDCPA)
• Stock alerts or speculative financial advice
• "Get rich quick" schemes

Gambling and gaming restrictions

Do not include content that:

• Promotes betting or gambling for money
• Encourages lottery participation
• Advertises casino games or gambling apps

Spam-like formatting

Carriers flag messages that appear automated or aggressive:

• Avoid ALL CAPS text (like "THANK YOU" or "ASAP")
• Limit excessive punctuation like multiple exclamation points (!!!) or question marks (???)
• Don't overuse symbols like @, %, or $

How should I handle links in text messages?

Link management directly impacts message delivery. Carriers scrutinize URLs to prevent phishing and spam, so following link best practices ensures your messages reach recipients reliably.

Avoid generic URL shorteners

Do not use services like bit.ly, tinyurl.com, or other generic shorteners. These are heavily associated with spam and frequently blocked by carriers.

Use full URLs when possible

Include complete, direct URLs that clearly show the destination domain. This builds trust and avoids carrier filtering.

Consider branded short links

If you need shorter URLs, use branded shorteners (like ESPN's es.pn or Nike's swoo.sh). These require additional setup and cost but provide better deliverability than generic services.

Avoid redirecting links

Never use links that redirect users to different URLs than shown in the message. Always use the final destination URL directly.

Place links at the end

Always put URLs at the very end of your message to maintain clarity and follow carrier preferences.

What technical limits should I consider?

Understanding Text-Em-All's technical constraints helps you create messages that deliver efficiently and cost-effectively. Message length directly affects your credit consumption and delivery success.

Character and segment limits

Text messages are charged in 160-character segments. Keep important messages under 160 characters when possible to minimize costs. Text-Em-All plans have different limits:

• Pay-as-you-go accounts: Maximum 1,600 characters per message
• Monthly accounts: 320 characters included, up to 960 characters with Enhanced Text Messaging

Number consistency requirements

The callback number in your message must match the sending number. Do not include different phone numbers for replies or calls. If you need call forwarding or landline texting, contact customer support for setup assistance.

Payment and contact restrictions

Avoid including payment handles like "Send payment to @username via CashApp" as these are frequently flagged as fraud. Similarly, don't ask recipients to contact numbers different from your sending number.

How do I ensure message delivery?

Successful message delivery requires following carrier guidelines, maintaining sender reputation, and using consistent messaging practices. Small details can significantly impact whether your messages reach their intended recipients.

Maintain consistent sending practices

Use the same phone number consistently rather than rotating between multiple numbers. Carriers track sending patterns, and consistency builds better sender reputation.

Keep messages brief and valuable

Focus on essential information that recipients actually need. Longer messages cost more and may be more likely to be filtered or ignored.

Monitor message performance

Track delivery rates and opt-out patterns to identify potential issues before they impact your entire program. High opt-out rates may indicate content or targeting problems.

Note: This guide provides general best practices for mass text messaging. It does not constitute legal advice. All messaging must comply with relevant laws and regulations, including the Telephone Consumer Protection Act (TCPA). For specific legal questions about your messaging practices, consult with legal counsel.