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

Created by Stefan Perchinkov, Modified on Tue, 25 Feb at 3:02 AM by Stefan Perchinkov

The messaging use cases described below are strictly prohibited on SMS and MMS platforms in the United States and Canada. These guidelines apply to Short Code, Toll-Free, and Long Code messaging under the new A2P 10DLC system.

Forbidden Use Cases:

Certain types of messages are not allowed, and we take these restrictions seriously to maintain a safe and reliable messaging environment for all users. It is essential to refrain from engaging in the following activities listed in the table below. Please note that these forbidden use cases are not only related to the content of the message but the business type itself.

Additional Restrictions:

Even if your specific use case is not listed as prohibited, certain message content may still be subject to restrictions. For instance, the use of shared or free public URL shorteners is not permitted and will lead to filtering. Ensure that when using a shortened URL it is company-branded.

Caution:

Violating this policy will result in the suspension of SMS/MMS services for the sub-account.

Please note that Starting February 15, 2024, T-Mobile will implement new Sev-0 fines for A2P 10DLC non-compliance, targeting messages with prohibited content. If T-Mobile detects violations, they will issue a Sev-0 violation— the most severe type—resulting in an immediate block of the offending messages and a non-compliance fine. These fines, which range from $500 to $2,000 depending on the severity of the violation, apply to all commercial A2P messaging products, including SMS/MMS short codes, toll-free, and 10DLC numbers. Referins will pass these fines on to users who violate the rules, and T-Mobile reserves the right to permanently suspend access to their network for repeated or severe infractions.

Category	Examples	Notes
High-risk financial services	Payday loans Short term high-interest loans New loan soliciting Third-party loans Student loans Cryptocurrency Stocks and investing platforms	"Third-party" means originating from any party other than the one which will service the loan. Examples of third-party loans could include auto, mortgage, personal, etc.
Third-party lead generation services and marketing	Companies, NGOs or political campaigns that buy, sell, or share consumer information. Affiliate lending Affiliate marketing Deceptive marketing	Any third-party use cases are strictly forbidden. Consent must be obtained directly from end-users. Political use case customers sending SMS messages are not able to use voter registration databases to collect consent and outreach end-users. Any business with a term of service or privacy policy that mentions sharing or selling consumer data/opt-in information is considered non-compliant.
Debt collection or forgiveness	Third-party debt collection Debt consolidation Debt reduction Debt relief Credit/debt repair	"Third-party" means originating from any party other than the one who is owed the debt. For example, a hospital could send messages regarding bills for its patients, assuming they provided an opt-in to receive that message.
“Get rich quick” schemes	Deceptive work-from-home programs Risk investment opportunities Pyramid schemes Mystery Shopping Multi Level Marketing (MLM)	This differs from outreach about employment due to compliant opt-in practices, messages from brokerages to their members, investment news alerts, or other investment-related messages.
“Illegal substances/articles	Cannabis CBD Kratom Paraphernalia products Vape/E-cigs Fireworks	Cannabis is federally illegal in the United States. Cannabis businesses will not be permitted to use SMS/MMS messaging in the US, regardless of message content. CBD is federally legal, but is not legal in some US states, so US carriers do not permit messaging related to CBD. Offers for drugs that cannot be sold over-the-counter in the US/Canada are forbidden.
Prescription drugs	Drugs that require a prescription	Offers for drugs that cannot be sold over-the-counter in the US/Canada are forbidden regardless if the business is a licensed professional.
Gambling	Casino apps Websites that offer gambling Sweepstakes 50/50 Raffles Contests Betting/Sports picks	Gambling traffic is prohibited in the US and Canada on all number types (Toll-Free, Mobile Numbers)
"S.H.A.F.T." use cases and electronic smoking devices	Sex Hate Alcohol Firearms Tobacco Vape/E-ciggs	Tobacco & vaping-related traffic is prohibited on all number types (Toll-Free, Mobile Numbers) Firearms and Alcohol traffic is prohibited on all number types (Toll-Free, Mobile Numbers) Sexually inappropriate content is also prohibited on all number types (Toll-Free, Mobile Numbers)

Frequently Asked Questions (FAQs)

1. What happens if I violate the SMS/MMS messaging policy?
Violating the policy will result in the suspension of SMS/MMS services for your sub-account. It's crucial to adhere to the guidelines to avoid service disruptions.

2. Are there any fines for sending prohibited content over T-Mobile's network? Yes, starting February 15, 2024, T-Mobile will impose fines for non-compliance with A2P 10DLC messaging policies. Fines range from $500 to $2,000 depending on the severity of the violation, and offending messages will be blocked immediately.

3. Can I send messages related to cannabis or CBD through SMS/MMS?
No, SMS/MMS messaging related to cannabis or CBD is prohibited in the U.S. and Canada. However, you can explore alternative marketing channels such as email or social media, provided you have appropriate age verification in place.

4. What is a Sev-0 violation, and how does it affect my messaging capabilities?
A Sev-0 violation is the most severe type of consumer violation. If you commit a Sev-0 violation, your messages will be blocked, and you will be fined. Repeated violations may lead to the permanent suspension of your access to the T-Mobile network.

5. Are there restrictions on using URL shorteners in SMS/MMS messages?
Yes, the use of shared or free public URL shorteners is not allowed. Only company-branded short URLs are permitted to avoid message filtering and ensure compliance with messaging policies.

6.What should I do if my use case is prohibited for SMS and MMS messaging?

If your use case is prohibited for SMS and MMS messaging in the US, you can explore alternative marketing channels. For example, you might consider using LC Email. Cannabis or CBD-related messaging, for instance, can be carried out via email, Facebook, Instagram, and other platforms, as long as you have appropriate age verification in place and are targeting recipients in regions where the substance is legal.