Carriers (think AT&T, Verizon, etc) have strict policies about what types of content can be sent via text.

They have precautions and automatic filters in place that can block your messages from being sent - clearly something you want to avoid!

On top of that, once carriers start filtering messages from your phone number... often ALL messages sent from that phone start getting filtered, regardless of their "spammy" nature.

Roezan has sent millions of messages and we get to see what gets delivered and what doesn't.

So over time we've developed these, somewhat unorthodox, best practices for sending messages.

Using these suggestions won't 100% guarantee that your messages won't get filtered - but they will GREATLY reduce the likelyhood.

Plus they are simple to follow!

Here's what we suggest for every text you send.

Don't skimp on these!

Let's go:

1) Always Identify The Sender

This is a requirement - each message must identify the sender.

For example, you can say:

Hey %FIRST_NAME%, This is Clayton from Roezan.

2) Customize Texts With Dynamic First Names

When you use the dynamic first name (%FIRST_NAME%) in the text, Roezan creates each text message dynamically and customizes it for each recipient.


Hey %FIRST_NAME%, This is Clayton from Roezan.

This helps with deliverability because carriers see each message as unique, as opposed to a blast to everyone.

3) Avoid Using Popular Link Shorteners

Common link shorteners like, etc often get abused by spammers, and so carriers can identify these as spam and filter your messages

Instead, use your normal full link, or create a custom link shorter. has a custom service option that allows you to do this.

4) Remove The https:// On Any Links

Sounds strange but hear me out - 2 reasons:

  1. It's unnecessary and upon click it will still redirect to the https:// version (unless your server is set up incorrectly)

  2. We've seen messages get better deliverability without the https:// part of the link. There doesn't seem to be a logical reason, just what we've seen in the real world.

***Make sure to test any messages that you remove the https:// from. There are some new TLDs that are not recognized as links on some phones (for example you may have issues with domains that are not the normal .com / .net / .org etc). In these cases you may still need https://

5) Avoid Spammy Keywords

There are some keywords that may trigger filtering.

  • Cypto, crypto currency & related

  • Firearms

  • Tobacco

  • Alcohol

Try to make sure your messages are benign. Don't worry, you don't need crazy claims in your messages for SMS to be effective.

6) Test Your Messages Before Broadcasting

We've experimented quite a bit to nail down what actually triggers filtering, and sometimes there is no obvious specific reason.

One way to help ensure your messages get delivered it to test by sending yourself the same message before sending the broadcast.

In the conversations tab, find your phone number and send yourself the message.

If the message turns blue, that means it was sent successfully.

If the message turns red, that means it was not sent successfully. Try changing up the message until you're able to get it to go through.

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