Improving SMS Deliverability with Branded URLs

Why URL Shorteners Affect SMS Delivery

Using shortened URLs in text messages helps track engagement and saves valuable character space. However, certain types of link shorteners can cause your messages to be blocked by mobile carriers, preventing them from reaching your contacts.

Problems with Public Shorteners

Public link shortening services (like bit.ly or similar generic domains) present several issues that carriers view as red flags:

• Multiple Redirects: These links often pass through several servers before reaching the final destination, which carriers interpret as suspicious behavior that could mask fraudulent websites.
• Lack of Brand Identity: Generic shortener domains provide no clear connection to your business, making carriers more likely to filter these messages.
• Violation of Carrier Policies: Major carriers have implemented strict policies against public shorteners. For example, AT&T completely blocks messages containing them, while T-Mobile's guidelines discourage multiple redirects and prohibit practices like URL cycling (using rotating domains to bypass filters).

Best Practices for SMS Links

To ensure your messages are delivered successfully, follow these recommendations when including links in your SMS campaigns:

Use Full-Length URLs When Possible

The most straightforward solution is to use your complete website address. While this uses more characters, it provides maximum transparency to carriers and recipients. If your message exceeds the standard character limit, consider whether the tracking benefits outweigh the cost of additional message segments.

Opt for Branded Short URLs

When character space is limited, use a custom short URL based on your own domain. This approach is acceptable under carrier policies (T-Mobile specifically approves branded short URLs tied to your business) and builds trust with recipients by clearly identifying your brand.

Minimize Redirects

Ensure your links go directly to their final destination without intermediate jumps. If you need tracking parameters, consider using UTM parameters directly on your destination URL rather than creating redirect chains.

Key Consideration

Remember that you're charged for every SMS you send, regardless of whether it's delivered. Investing in proper URL practices ensures your messages reach their intended recipients, protects your brand reputation, and maximizes the return on your messaging campaigns.

Frequently Asked Questions

Why are my text messages with links not being delivered?

The most common reason is the use of public link shorteners. Carriers filter these due to security concerns. Switching to full-length or branded URLs typically resolves delivery issues.

Are custom short URLs acceptable to carriers?

Yes, short URLs based on your own domain are generally acceptable. Carriers distinguish between generic public shorteners and branded links that clearly identify your business.