The Do's and Don't of Compliant Messaging

SMS campaigns fall into distinct categories, each serving specific communication needs whilst maintaining compliance standards. Understanding these types helps you properly classify your messaging activities and set appropriate customer expectations.

The Golden Rules

Opt-In Only

Always send messages exclusively to opted-in users who have explicitly consented to receive communications from your brand.

Clear Instructions

Include straightforward STOP and HELP instructions in every message to give recipients full control.

Brand Identity

Identify your brand name clearly in every first message so recipients instantly recognise who's contacting them.

Relevant Content

Keep message content professional, relevant, and aligned with the context of your customer relationship.

Authentic Links

Use real, branded links rather than generic shorteners like bit.ly to maintain trust and improve deliverability.

Common SMS Compliance Campaign Types

No Restricted Content

Never send adult content, hate speech, or material related to restricted industries. Carriers actively filter these messages.

No Spam Behaviour

Avoid repetitive messaging or mass cold texts to non-opted contacts. This triggers immediate spam flags and throttling.

No Number Recycling

Don't reuse phone numbers across unrelated campaigns. Each number should maintain consistent messaging identity and purpose.

Respect Time Zones

Never send messages outside reasonable hours. Schedule campaigns to respect recipients' local time zones and personal boundaries.

Pro Tip

A compliant message feels like a conversation, not a broadcast

The best SMS campaigns strike a delicate balance between promotional efficiency and personal touch. Recipients should feel they’re receiving valuable, timely information—not being bombarded with marketing noise.

SMS Ranger templates are specifically designed to help you achieve this balance, providing pre-vetted message structures that maintain compliance whilst preserving authentic customer engagement.

Throughput, Delivery & Why Messages Sometimes Fail

What Is Throughput?

Throughput represents the maximum number of messages your campaign can transmit per second. Think of it as the speed limit for your text messages—a critical metric that directly impacts your campaign’s reach and timing.

Carrier networks impose these limits to maintain service quality, prevent network congestion, and identify potentially problematic senders. Your throughput rate isn’t fixed; it’s dynamically assigned based on your sender reputation and trust score.

40

Messages Per Second Typical throughput for verified business senders

10

Messages Per Second Standard rate for new or lower-trust campaigns

How to Register a Campaign

Registering your SMS campaign ensures carrier approval and maintains deliverability. The process is straightforward when you understand each component. SMS Ranger automates this process when you configure your Salesforce message templates, handling the technical complexity behind the scenes.

High Trust Level

Fast, priority delivery with minimal filtering. Your messages reach recipients almost instantly with excellent placement rates.

Medium Trust Level

Moderate delivery speeds with standard filtering protocols. Suitable for most business communications with established opt-in lists.

Low Trust Level

Significantly slower, throttled delivery with heightened scrutiny. Messages may be delayed, filtered, or blocked entirely by carrier safeguards.

Your trust level is earned through consistent compliance, proper opt-in management, low complaint rates, and authentic engagement patterns. It’s a reputation score that takes time to build but can be damaged quickly through poor practices.

SMS Ranger Advantage

SMS Ranger’s intelligent delivery engine automatically manages the complex technical requirements of carrier compliance, removing the burden of manual throughput management whilst maximising your campaign effectiveness.

Smart Queuing

Messages are intelligently queued and dispatched to stay within carrier-specific thresholds, preventing throttling or rejection.

Adaptive Pacing

Dynamic pacing adjusts automatically for each carrier network, ensuring optimal delivery speed without triggering spam filters.

Real-Time Insights

Comprehensive error tracking and delivery analytics sync seamlessly with Salesforce reports for complete visibility.

Integration Benefit: All throughput management happens behind the scenes. Your team can focus on campaign strategy and content whilst SMS Ranger handles the technical complexity.

Real-World Example

Consider a scenario where your campaign has been allocated a throughput limit of 40 messages per second by the carrier network. This is a common rate for established, compliant business senders.

With SMS Ranger, you don’t need to manually calculate send times, batch messages, or worry about exceeding limits. The platform automatically manages message flow, ensuring you maximise your throughput without triggering carrier restrictions.

Campaign Initiated