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Understanding Potential Delivery Issues with Text Messages Containing Shortened URLs

When it comes to tracking the success of your text message campaigns, link tracking is a valuable tool. However, it can sometimes lead to delivery issues. Publicly shortened URLs often redirect multiple times and don't clearly indicate the sender, which can result in blocked messages. A simple solution is using custom domains that align with your website or brand.

T-Mobile's Guidelines on Messaging​

T-Mobile introduced their Code of Conduct for Commercial Messaging on September 1st, 2020. This code outlines their guidelines for business messaging on their network. To successfully communicate with T-Mobile users, it's crucial to adhere to these rules.

Domain Preferences​

T-Mobile prefers the use of a single, recognizable domain name. Ideally, your messaging program should link to your business's web domain. While using the full domain is ideal, a branded short URL is also acceptable for custom links. This approach helps maintain consistency, enhances brand awareness, and boosts consumer confidence in your links.

Prohibited Messaging Practices​

T-Mobile has specific rules regarding URLs in their "Prohibited Messaging Practices" section:

  • URL Cycling: The use of URL cycling to bypass spam filters is prohibited. Public URL shorteners like bit.ly or rb.gy are likely to be blocked, preventing message delivery.

  • Multiple Redirects: URLs that redirect multiple times can obscure the final destination, potentially leading to fraudulent sites. T-Mobile's spam filters check for such URLs, and messages containing them are likely to be blocked.

Industry-Wide Concerns​

AT&T has taken a firm stance by completely blocking public link shorteners due to their association with fraudulent activities and phishing scams. While T-Mobile hasn't adopted this approach yet, it's wise to enhance your message deliverability now to prepare for possible future changes.

Improving Message Deliverability​

To boost the deliverability of your messages containing URLs and prevent accidental blocks, consider these strategies:

  1. Limit Redirects: Avoid links that take users through multiple jumps to reach the final destination. This can raise suspicion among users and carriers. Optimize your link destination and consider using tracking methods like UTM parameters to avoid multiple redirects.

  2. Use Full-Length URLs: Although full URLs can consume valuable space in an SMS, especially with the 160-character limit, they are the carrier's first suggestion. For critical links, using full URLs might be worth the extra cost for additional message segments.

  3. Opt for Branded Shortened URLs: When space is limited, consider using a branded short URL that is identifiable with your domain. While it might seem cost-effective to use free public link shorteners, if your messages aren't delivered, the cost to your business can add up. Investing in a custom domain for shortened URLs is often more affordable than expected.

Remember, you pay for the messages you send, not just the ones that are delivered. Maximizing your delivery rate is in the best interest of your business overall.