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Forbidden Messaging Types (SHAFT-C) for SMS

Carriers block certain message types by default. Use this guide to avoid rejections and stay compliant.

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What’s always prohibited

Do not send these via SMS/MMS:
  • High‑risk financial services (payday/short‑term/high‑interest loans, third‑party auto/mortgage/student loans, crypto). Also avoid links to donation sites.
  • Third‑party lead generation (buying, selling, or sharing consumer data). No cold outreach without prior consent.
  • Debt collection (by third parties), consolidation, reduction, or credit repair programs.
  • “Get rich quick,” risky investment pitches, multi‑level marketing (MLM).
  • Illegal substances (cannabis/marijuana, prescription drugs not OTC, vaping; CBD is not permitted by US carriers).

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SHAFT‑C: content blocked or restricted

  • Sexually inappropriate content (adult/explicit).
  • Hate speech or profanity.
  • Alcohol: allowed only with proper age‑gating; permitted on Toll‑Free, Short Code, and Long Code.
  • Firearms and depictions/endorsements of violence: allowed only with age‑gating; permitted on Toll‑Free, Short Code, and Long Code.
  • Tobacco: prohibited on Toll‑Free; allowed on Short Code and Long Code only with age‑gating. Vaping is prohibited everywhere.
  • Cannabis: prohibited for US messaging (federally illegal; CBD not allowed by carriers).

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Special requirements for alcohol and beverage businesses

If you operate a brewery, beverage distributor, liquor store, or similar alcohol-related business, you must follow these additional requirements: Age-gated opt-in requirements:
  • Your website must have an age gate with manual date of birth (DOB) entry.
  • All opt-in forms must include age-gated elements, such as entering DOB or proof of being 21+.
  • Simple checkboxes stating “I am 21+” are not sufficient.
Prohibited messaging content: Even with proper age-gating in place, carriers will block messages containing promotional keywords related to alcohol purchases. Do not send messages with phrases like:
  • “Buy XYZ beer”
  • “Liquor sale”
  • “Purchase wine”
  • Similar direct purchase language for alcoholic beverages
These keywords trigger carrier-level delivery issues and will result in message filtering or blocking, regardless of your registration status. What you can send:
  • Event notifications (e.g., “Join us for our tasting event this Saturday”)
  • General updates about your business
  • Order status notifications (without promotional purchase language)
  • Delivery and order reminders

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Gambling

  • Prohibited on Toll‑Free.
  • Allowed on Short Code or Long Code only with proper age‑gating.

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Quick allowance guide

CategorySMS/MMS statusNotes
High‑risk financial servicesNot allowedIncludes crypto; avoid donation links.
Third‑party lead genNot allowedNo buying/selling/sharing consent lists; no cold outreach.
Debt collection/forgivenessMostly not allowedFirst‑party account notices may be OK; third‑party collection is not.
Get‑rich‑quick / MLMNot allowedInvestment “tips” and wealth promises are blocked.
Cannabis/CBD/vapingNot allowedUS carriers block; vaping always prohibited.
AlcoholRestrictedAge‑gating required; allowed on TF/SC/LC.
Firearms/violenceRestrictedAge‑gating required; allowed on TF/SC/LC.
TobaccoRestrictedAge‑gating on SC/LC; not allowed on TF.
GamblingRestrictedAllowed on SC/LC with age‑gating; not on TF.

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What’s typically okay

  • Legitimate financial institutions sending transactional alerts (e.g., fraud alerts, appointment reminders) with proper consent.

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Examples of prohibited content

  • “Apply now for a same‑day payday loan. Guaranteed approval.”
  • “Buy this crypto before it 10x’s—exclusive wealth alert.”
  • “We can erase your debt—click to enroll.”
  • “Weekend vape deals—20% off.”

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Important

This is not legal advice. Carriers can block or filter messages at their discretion. Consult your legal counsel for your specific use case.