Texting Best Practices

Learn how to send compliant text messages that avoid carrier blocking by following TCPA-aligned best practices for content, links, and opt-out instructions.

Carriers may automatically block messages that are not in compliance with Telephone Consumer Protection Act (TCPA) guidelines. Review these best practices to help ensure your members receive your messages.

• Identify your organization at the beginning of your message with a well-chosen Texting ID, 10 characters or less.
  • Because your Texting ID applies to your total character count, choose the shortest ID that makes sense.
  • Your Texting ID also helps carriers recognize your organization as a legitimate sender over time.
• Avoid links when possible.
  • Be aware of the content you send, especially if it contains a clickable link. Texts with links are more likely to be filtered and blocked.
  • Avoid wording like “Click this link” and bit.ly or tinyURL shorteners.
• Send trustworthy texts relating to your business.
  • Keep your messages concise, straightforward, and tailored to your audience’s specific needs and interests to reduce the likelihood of opt-outs and filtering.
  • Avoid jargon.
• Avoid messages that closely resemble marketing or spam communication.
  • Do not use words or phrases commonly associated with marketing or spam, such as “free,” “winner,” or “click here.”
  • Avoid typing in ALL CAPS. Do not use excessive punctuation or special characters, such as $$$$$ or !!!!!.
  • Avoid including phone numbers.
  • Do not include excessive email addresses.
  • A standard text message supports up to 320 characters. However, if you include unicode characters, such as curly quotation marks, em dashes, or an emoji, the carrier treats the message as a unicode message, which is limited to 140 characters. To avoid this, use standard keyboard characters when composing your texts.
  • If a text exceeds 320 characters, it is truncated at the character limit and no additional message is sent.
• Send messages during normal business hours.
  • Consider the time zone of your audience.
• Include opt-out instructions.

For more information on the TCPA, review TCPA Compliance and the Telephone Consumer Protection Act of 1991.