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Check out the Messaging Policy here

After you set up your workflow/campaign with messages according to the guidelines below, please record a loom video of the setup to our support so we could help to unsuspend the account for you.

Aside from the video, please provide the Web URL address around your data collection methods. E.g. Screenshot of Website / Registration form where customer shared their contact details/consent for said SMS communication. This is the point at which you collect consumer data, and the consumer consents to receiving SMS messaging which should include the following:

  1. Program name and/or a description of the messages that will be sent
  2. Organization or individual being represented in the initial message
  3. Fee disclosure ("Message and data rates may apply")
  4. Service delivery frequency or recurring messages disclosure ("4 messages per month", "Message frequency varies", "1 message per login", etc)
  5. Customer care information (typically "Text HELP for help" or Help at XXX-XXX-XXXX) - not required for single message programs (i.e 2FA)
  6. Opt out instructions (typically "Text STOP to cancel") - not required for single message programs (i.e 2FA)
  7. Link to Privacy Policy describing how end user opt-in information will be used
  8. Link to Terms and Conditions describing terms of service


Your Twilio subaccounts will be suspended due to non-compliant activities:

  • High Error Rate
  • High Opt-Out rates

High Error Rate

A high error rate can be driven by one error code or by the sum of several collectively. (see the Error and Warning Dictionary for a full list of all possible Twilio REST API error codes).

High Opt-Out Rate

A high opt-out rate is an indication of unwanted/unsolicited messaging.

Your targeted audience must be aware of what they are signing up for and your website/form must clearly state how their information will be used and they have to provide consent to it accordingly. For example, you can't obtain the consent of message recipients by purchasing a phone list from another party.

Consent / Opt-in:

Prior to sending the first message, you must obtain agreement from the message recipient to communicate with them - this is referred to as "consent", you must make clear to the individual they are agreeing to receive messages of the type you're going to send. You need to keep a record of the consent, such as a copy of the document or form that the message recipient signed, or a timestamp of when the customer completed a sign-up flow. Consent can't be bought, sold, or exchanged. For example, you can't obtain the consent of message recipients by purchasing a phone list from another party.

Lack of Sender Identification

Every message you send must clearly identify you (the party that obtained the opt-in from the recipient) as the sender, except in follow-up messages of an ongoing conversation. Such that the message recipient can immediately associate where/whom they have given consent to.

Lack of Opt-Out Language

The initial message that you send to an individual needs to include the following language: "Reply STOP to unsubscribe," or the equivalent using another standard opt-out keyword, such as STOPALL, UNSUBSCRIBE, CANCEL, END, and QUIT.

Same or similar message sent across a large number of phone numbers

We do not permit spreading similar or identical messages across many phone numbers without appropriate business justification.

As a result,  we have restricted your ability to provision additional phone numbers. If you attempt to recycle phone numbers and further provision additional phone numbers, you will see an error message due to this restriction.

To appeal this decision, please respond to this email with the justification of your business use case requiring the same or similar messages across additional phone numbers.

Examples of message violations:

1. Hello, my name is Crystelle, and I'm seeking to buy a few houses in the area. If you're interested, I'd like to make you an offer on 984 Michael Cv. Is there a price range at which you'd consider selling?

2. Hello Zina. Do you own of1768 Woodtree Cir? Really wanna talk about it if you have time.

Your Key Messaging Metrics

Your messaging activity reflects consumer impacting and/or policy-violating content being sent.  Your opt-out and error rates have reached higher than acceptable levels.    

A good opt-out rate is typically in the range of 0—0.3%

A good error rate is typically in the range of 0—6%