Why SMS Messages Get Marked as Spam and What You Can Do About It

Even if your SMS campaign is approved through The Campaign Registry (TCR), there’s no guarantee that your messages will get through. That’s because the teams that approve campaigns and the systems that monitor live SMS traffic are entirely separate. Spam flags don’t come from TCR or the carriers — they come from the recipients themselves.

While there's no guaranteed way to prevent blocking, here are some effective strategies that may help reduce the chances of your SMS being flagged as spam:

🔑 The Basics

• Spam Flags are User-driven.
  If a person receives a message they didn’t expect, or don’t remember opting in for, they can mark it as spam. Enough of those reports and your messages will get blocked.
  
  
• TCR Approval ≠ Message Delivery.
  Just because your campaign is approved doesn’t mean your texts will go through. The approval process and traffic monitoring are handled by different departments within the carriers and each department works independently of the other.
  
  

📩 Best Practices to Reduce Spam Flags

1. Ask for Consent Again

Even if you collect opt-ins online, a quick confirmation message can improve results.

Example: “Hi Jamie, this is Mark from ABC Lending. You recently reached out online — is it okay to text you here?”

2. Keep the First Message Short

Long messages that exceed 160 characters are split into multiple texts, which can draw extra scrutiny. Keep your first message short enough to fit within a single SMS segment.

3. Avoid Suspicious or Long Links

Tracking links with IDs can look suspicious. Instead:

• Use a short, branded URL (e.g., yourcompany.com/go/jamie)
  
  
• Don’t use raw Bit.ly or unbranded links.

4. Slow Your Send Rate

If you're sending texts too quickly (e.g., 1-2 per minute per number), it may appear to be automated and trigger blocks. Slow it down. Space out your outreach over time and avoid sending burst messages.

5. Make Your Texts More Conversational

Overly promotional messages tend to get flagged more. Focus on:

• Personalization
  
  
• Clear value
  
  
• Why the recipient is being contacted
  
  
• Friendly tone

Take a moment to review your message and consider how it might come across to the recipient. Does it feel too formal, sales-heavy, or impersonal? Try rewriting it to sound more conversational, helpful, and relevant to why the person is being contacted.

6. Use Gentle Opt-Out Language

Instead of the robotic “Text STOP to end,” try:

“Want fewer messages? Just reply STOP anytime.”

✅ Final Tip: Always Get Opt-In

If you’re unsure whether a contact opted in to receive texts, don’t text them. One spam flag can be all it takes to stop your texts from reaching your audience.