Important Note: The categories and guidelines detailed below pertain to Short Code, Toll-Free, and Long Code messaging under the new A2P 10DLC system.
The messaging use cases described in this section are strictly prohibited on SMS and MMS platforms in the United States and Canada.
Certain types of messages are not allowed, to maintain a safe and reliable messaging environment for all users. We strongly advise you to avoid 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.
Forbidden Message Categories for SMS/MMS (US/Canada)
| Category | Examples | Notes |
| High-risk financial services |
|
"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. First-party loan content is acceptable if it is not promotional messaging, unless it is on an approved Short Code. Businesses that solely operate in stocks, investing, or cryptocurrency are only permitted to send SMS traffic that is 2FA and/or transactional messaging. If there is a mixed use case where that is a partial aspect of the business it may be approved based on the other use case content |
| Third-party lead generation services and 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 terms of service or privacy policy that mentions sharing or selling consumer data/opt-in information is considered noncompliant. |
| Debt collection or forgiveness |
|
"Third-party" refers to those originating from any party other than the one who is owed the debt. E.g., a hospital could send messages regarding bills for its own patients, assuming they provided opt-in to receive that messaging. While third-party debt collection is not permitted, a debt collection business that has direct consent from end users to send related content may do so. Debt consolidation, debt reduction and credit repair programs are prohibited, even if there is first-party consent. |
| “Get rich quick” schemes |
|
Use cases in this category pertain to minimal effort for maximum and/or guaranteed financial gains. These categories in the telecommunications industry produce a high volume of consumer complaints and are not permissible on carrier routes. |
| Illegal substances/articles |
|
Cannabis, CBD, Kratom, or drug paraphernalia product businesses are prohibited from utilizing SMS/MMS messaging in the US and Canada, regardless of content. These restrictions apply regardless of the federal or state legality. All use cases for these are disallowed from sending SMS whether it contains cannabis content or not, even for 2FA purposes it is not permissible for such entities. |
| Prescription drugs |
|
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 |
|
Gambling traffic is prohibited in the US and Canada on all number types (Toll-Free, Short Code, Long Code). Bingo-related messages are allowed on an approved Short Code. Community or local based Bingo related messaging are also permissible on carrier networks. |
| "S.H.A.F.T." use cases and electronic smoking devices |
|
Alcohol traffic is allowed on Toll-Free, Short Code, and Long Code in the US, as long as proper age gating procedures are in place. Age gating means that website users must input their date of birth. It cannot be a yes or no question. Firearms, Vape, and E-cigarettes are not allowed on Short Code, Toll-Free, or Long Code regardless of age gating. Tobacco is allowed on Short Code with proper age gating procedures in place, but isn’t allowed on Long Code or Toll-Free. Gun advocacy groups/messaging does not fall under Firearms. All age-gated content into Canada must be blocked across Toll-Free, Short Code, and Long Code. The only way to send age-gated traffic into Canada (even with proper age-gating) is to receive a special carrier exemption. Allowed age gated content in Canada include: pocket knives, lighters, and non-alcoholic beverages |
Additional Restrictions
Even if your specific use case is not listed as prohibited, certain message content may still be subject to restrictions. E.g., the use of shared or free public URL shorteners is not permitted and will lead to filtering. Please be sure that when using a shortened URL it is company branded.