Forbidden message categories for SMS and MMS in the US and Canada
Forbidden Message Categories for SMS and MMS in the US and Canada
This policy applies to all sub-accounts using the CRM's phone system. All outgoing SMS and MMS messages from your account must comply with the platform's messaging guidelines. The following types of messages are strictly prohibited when sent to recipients in the United States or Canada.
These rules cover all types of commercial messaging, including 10DLC, short code, and toll-free numbers. For prohibited use cases, we have included suggested alternative communication methods.
Warning: Violating this policy will result in the suspension of your account's SMS and MMS capabilities.
Severe Fines for Prohibited Content
Mobile carriers have implemented severe financial penalties for sending messages that contain prohibited content. If a carrier like T-Mobile detects a violation, they will issue a high-severity violation notice, block the messages, and levy a fine. Our platform will pass these fines directly to your account.
These fines, effective from February 15, 2024, are categorized by severity:
- Tier 1: $2,000 Fine – For phishing, smishing, and social engineering scams designed to trick people into revealing private information.
- Tier 2: $1,000 Fine – For any content that is illegal under U.S. federal law or the law of any state.
- Tier 3: $500 Fine – For all other policy violations, including messages related to sex, hate speech, alcohol, firearms, and tobacco (SHAFT) that do not comply with all applicable laws and regulations, such as age verification requirements.
These fines apply to all A2P message types. Repeated or excessive violations can lead to the indefinite suspension of your brand and your company's access to carrier networks.
Prohibited Content Categories
The table below outlines the primary categories of content that are forbidden for SMS/MMS messaging in the U.S. and Canada.
| Category | Examples | Notes |
|---|---|---|
| High-risk financial services | Payday loans, short-term high-interest loans, third-party auto or mortgage loans, student loans, cryptocurrency offers. | "Third-party" refers to any entity other than the one that will ultimately service the loan. |
| Third-party lead generation | Companies that buy, sell, or share consumer personal information. | |
| Debt collection or forgiveness | Third-party debt collection, debt consolidation, debt reduction, credit repair programs. | A business can message its own customers about bills if they have opted in. "Third-party" means a company collecting debt on behalf of another. |
| "Get rich quick" schemes | Work-from-home programs, high-risk investment opportunities, pyramid schemes. | This is distinct from legitimate employment outreach or messages from a user's own brokerage. |
| Illegal substances | Cannabis (U.S.), CBD (U.S.), prescription drugs. | Cannabis messaging is prohibited in the U.S. entirely. CBD messaging is not permitted by U.S. carriers. Offers for prescription drugs not available over-the-counter are forbidden. |
| Gambling | Casino apps, gambling websites. | Gambling-related messages are prohibited on all number types in the U.S. and Canada. |
| S.H.A.F.T. (Sex, Hate, Alcohol, Firearms, Tobacco) | Content related to these categories. | Rules vary: Tobacco is prohibited on toll-free numbers but allowed on others with age-gating. Alcohol is allowed with age-gating. Firearms and vaping are prohibited. |
My Use Case is Prohibited. What Are My Options?
If your intended messaging falls into a forbidden category, you must use alternative marketing channels. For many of the use cases listed above, email marketing through the CRM is a viable option, provided you comply with all relevant laws (such as implementing age verification where required). Other channels like social media (Facebook, Instagram) may also be appropriate, depending on the nature of your business and the legal landscape of your target location.