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Forbidden Message Categories for SMS and MMS in the US and Canada

This Messaging Policy is applicable to all subaccounts using Stack's LeadConnector Phone Systems (L.C. - Phone). It's important to ensure that all outbound messages from your sub-account comply with our SMS and MMS Messaging Guidelines. The following use cases are not allowed for SMS or MMS in the United States or Canada.

This policy applies to extended code messaging with the rollout of the new A2P 10DLC system, as well as shortcode and Toll-Free messaging. We also suggest alternatives for certain prohibited use cases.

Warning: Violating this policy will result in the suspension of SMS/MMS capabilities for your sub-account.

Forbidden Message Categories for SMS/MMS in the U.S./Canada​

Important Note:​

Any use cases that violate this policy are not permitted on the LeadConnector ISV platform, regardless of the number/sender type or destination country.

New Sev-0 Fines on Prohibited A2P Traffic (Effective February 15, 2024)​

What You Need to Know:​

T-Mobile has introduced non-compliance fines for messages containing prohibited content. If T-Mobile detects any messages violating the tiers below, they will issue a Sev-0 violation, which is the most severe consumer violation. This includes a non-compliance fine, and carriers will immediately block the offending messages.

These rules apply to all commercial messaging non-consumer A2P products (SMS or MMS short code, toll-free, and 10DLC) that traverse the T-Mobile network.

Starting February 15, 2024, the fines are as follows:

  • Tier 1: $2,000 for phishing (including simulated phishing for security testing), smishing, and social engineering. Social engineering involves manipulating someone into sharing private information like passwords or credit card numbers.
  • Tier 2: $1,000 for illegal content (content must be legal federally and in all 50 states).
  • Tier 3: $500 for all other violations in commercial messaging, including but not limited to SHAFT (sex, hate, alcohol, firearms, and tobacco) that do not comply with federal and state laws and regulations (e.g., age-gating).

T-Mobile reserves the right to permanently suspend any brands, campaigns, and your company’s access to the T-Mobile Network if violations are deemed excessive.

Forbidden Message & Use-Case Categories​

High-Risk Financial Services​

  • Examples: Payday loans, short-term high-interest loans, third-party auto loans, third-party mortgage loans, student loans, cryptocurrency.
  • Notes: "Third-party" refers to any party other than the one servicing the loan.

Third-Party Lead Generation Services​

  • Examples: Companies that buy, sell, or share consumer information.

Debt Collection or Forgiveness​

  • Examples: Third-party debt collection, debt consolidation, debt reduction, credit repair programs.
  • Notes: "Third-party" refers to any party other than the one owed the debt.

"Get Rich Quick" Schemes​

  • Examples: Work-from-home programs, risk investment opportunities, pyramid schemes.
  • Notes: This excludes compliant opt-in employment outreach, messages from brokerages to members, investment news alerts, or other investment-related messages.

Illegal Substances​

  • Examples: Cannabis (United States), CBD (United States), prescription drugs.
  • Notes: Cannabis is federally illegal in the U.S. CBD is legal federally but not in some states. Offers for drugs that cannot be sold over the counter in the U.S./Canada are forbidden.

Gambling​

  • Examples: Casino apps, gambling websites.
  • Notes: Gambling traffic is prohibited in the U.S. and Canada on all number types (Toll-Free, Short Code, and Long Code).

"S.H.A.F.T." Use Cases​

  • Categories: Sex, Hate, Alcohol, Firearms, Tobacco.
  • Notes: Tobacco traffic is prohibited on Toll-Free but allowed on Short or Long Code with age-gating. Alcohol traffic is allowed on Toll-Free (U.S. only), Short Code, and Long Code with age-gating. Firearms and vaping-related traffic are prohibited.

What to Do If Your Use Case is Forbidden​

If your use case is listed as forbidden for SMS and MMS messaging in the US, consider exploring other marketing channels. For instance, you may use Stack's Email for cannabis or CBD-related messaging, provided you have appropriate age gating and are targeting recipients in a locale where the substance is legal. Other platforms like Facebook and Instagram may also be suitable alternatives.