When it comes to sending text messages to leads in the U.S. or Canada through Twilio, it’s crucial to know what you can and can’t send. Aloware is built on Twilio’s platform, which means we’re here to help you navigate these guidelines, keeping your messaging safe and compliant—while ensuring it reaches your audience.
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Why messaging restrictions exist
Regulations exist to protect consumers from unwanted, high-risk, or potentially harmful content. With new standards like A2P 10DLC, carriers are stepping up their filtering game. Staying compliant helps you avoid message blocks and ensures that your messaging aligns with Twilio’s Acceptable Use Policy. Plus, following these rules keeps your connection with customers professional and trustworthy.
Messaging categories: What’s allowed and what’s forbidden
Understanding Twilio’s guidelines for messaging can be summed up in two categories: allowed and forbidden.
Allowed messaging use cases
If your message falls into one of these categories, you’re likely good to go:
- Notifications: Sending updates and alerts.
- Customer care: Handling customer inquiries and support.
- 2FA or User Verification: Verifying user identities.
- Marketing/Promotional messaging: Promoting products and services (as long as it’s relevant and not misleading).
Forbidden messaging use cases
Certain types of messages are prohibited across the board because they’re considered high-risk or inappropriate. Here’s what to avoid:
- High-risk financial services: No payday loans, short-term loans, cryptocurrency promotions, or investing tips (unless used strictly for two-factor authentication).
- Third-party lead generation and marketing: Avoid sending messages if you’re gathering or sharing consumer info as a third party, including affiliate marketing.
- Debt collection or forgiveness: No third-party debt collection, debt consolidation, or credit repair messages.
- Get rich quick schemes: Messages promoting work-from-home schemes, pyramid schemes, or other “easy money” scams are out.
- Illegal substances: This includes cannabis, CBD, kratom, and drug paraphernalia, even in places where some of these are legal.
- Prescription drugs: No offers for prescription drugs that can’t be bought over-the-counter.
- Gambling: Casino apps and sports betting messages aren’t allowed (exceptions may apply to bingo, with approval).
- S.H.A.F.T. content (Sex, Hate, Alcohol, Firearms, and Tobacco): Unless properly age-gated, avoid sending any messages related to these, especially firearms and vape products.
Keep in mind that breaking Twilio’s Acceptable Use Policy—no matter the channel—risks penalties, and carriers may permanently block your numbers.
Important guidelines for sending messages
Even if your use case isn’t explicitly forbidden, some additional guidelines help ensure compliance and better message delivery:
- No public URL shorteners: Avoid links from public URL shorteners (like bit.ly or tinyurl) in messages. Instead, use a company-branded link.
- Staying industry-compliant: Make sure your content matches your industry’s approved guidelines. Twilio permits many industries—like healthcare, education, and technology—to use the WhatsApp API, while prohibiting industries like adult content, gambling, and tobacco.
Why you need to be familiar with these rules
Following these messaging restrictions isn’t just about compliance; it’s about delivering the best experience for your contacts. Knowing the rules helps you avoid interruptions and keeps messages from being blocked or flagged as spam. When you’re informed about what’s allowed, your outreach remains professional, your delivery rates improve, and you avoid potential headaches from carrier filtering.
