Learn the common reasons BTM's get blocked or flagged as spam—and how to stay compliant from the start. Failure to comply with these requirements may lead to blocking of your messages or suspension of your toll-free number.
Toll-Free Text Messaging Requirements
Following these CTIA-endorsed requirements will help keep your messages deliverable and your number in good standing.
| Best Practice | What It Means |
|---|---|
| Get Opt-In | Always get clear, written consent before sending broadcast texts. No exceptions. |
| Avoid SHAFT Content | Avoid mentioning Sex, Hate, Alcohol, Firearms, or Tobacco (including cannabis). These are automatically flagged. |
| Use Custom URLs | Skip public URL shorteners like bit.ly—they’re often associated with spam. Instead, use a short link tied to your business’s domain. |
| Include Opt-Out Language | Every message should include “Reply STOP to unsubscribe.” It’s required. |
| Honor STOP Requests | When someone replies STOP, they must be removed from future messages immediately. |
| Support UNSTOP/START | If a customer changes their mind, replying with UNSTOP or START will resubscribe them. |
| Stick to One Number | Use a single toll-free number per campaign to build trust and recognition. |
| Include Your Brand Name | Always identify your business in every message. No one likes mystery texts. |
| Use a Consistent Domain | Links should come from a consistent, branded domain. It builds credibility. |
Common Reasons Your Messages May Be Blocked
Here are the most frequent reasons a BTM might fail or get flagged:
No Customer Consent (Opt-In)
Text messages must only be sent to people who have explicitly opted in. If not, carriers may block your messages and impact your number’s reputation.
SHAFT Content
If your message includes references to Sex, Hate, Alcohol, Firearms, or Tobacco, it may be flagged or filtered out, even if your business is legal and licensed.
Use of Public URL Shorteners
Carriers associate public shorteners (like bit.ly) with spam. Use a custom-branded short URL instead.
Missing Opt-Out Instructions
Every broadcast must give recipients a way to unsubscribe.
Include this in every message:
“Reply STOP to unsubscribe.”
Not Respecting STOP/UNSTOP
Toll-free numbers automatically support STOP and UNSTOP. You must respect those keywords—users must be opted out if they reply STOP and can opt back in with UNSTOP.
No Brand Identification
Prokeep will always include brand identification in your Broadcast Text Messages. This builds trust and helps avoid spam filters.
Example:
[Your Business Name]: Join us April 15, 2024, from 10am–12pm for a Repair and Maintenance Workshop. Slots are limited. Text us at 555-555-5555 to reserve your spot! Reply STOP to unsubscribe.
Need Help?
If you’re unsure whether your message is compliant or if messages are getting blocked, reach out to Prokeep Support HERE or by emailing support@prokeep.com. We’re happy to help review your messaging and ensure you're following best practices.
Let’s keep your messages flowing and your customers connected! 🙌