Important Note:
The categories and guidelines below apply to SMS and MMS messaging using Short Code, Toll-Free, and Long Code numbers in the United States and Canada.
Overview
Certain business types, use cases, and message content are prohibited or subject to carrier restrictions. These policies help maintain a safe and reliable messaging ecosystem and are enforced during A2P 10DLC registration, Toll-Free verification, and ongoing carrier compliance reviews.
Some restrictions apply to the content of the messages being sent, while others apply to the nature of the business itself, regardless of message content.
Prohibited Message Categories for SMS/MMS (US & Canada)
| Category | Examples | Notes |
|---|---|---|
| High-Risk Financial Services |
|
"Third-party" refers to loans offered by an entity other than the one servicing the loan (for example, mortgage, auto, or personal loan lead generation). First-party loan communications may be permitted when they are non-promotional or sent through an approved messaging program. Businesses primarily involved in stocks, investing, or cryptocurrency are generally limited to transactional or authentication (2FA) messaging. |
| Third-Party Lead Generation & Marketing |
|
Consent must be obtained directly by the business sending the messages. Third-party lead generation, shared consent databases, and the sale or sharing of consumer opt-in information are generally prohibited. Political campaigns may not rely on voter registration databases as proof of SMS consent. |
| Debt Collection & Debt Relief |
|
Third-party debt collection is generally prohibited. First-party organizations (such as hospitals or utilities) may send billing-related messages to customers who have provided consent. Debt consolidation, debt relief, and credit repair programs remain prohibited even with first-party consent. |
| "Get Rich Quick" Schemes |
|
Use cases that promise guaranteed or unrealistic financial returns are prohibited due to their high incidence of fraud and consumer complaints. |
| Illegal Substances & Restricted Products |
|
Businesses whose primary business involves cannabis, CBD, Kratom, or drug paraphernalia are prohibited from using SMS/MMS messaging in the US and Canada, regardless of message content or local legality. These restrictions also apply to authentication (2FA) and transactional messaging. |
| Prescription Drugs |
|
Promotional messaging for prescription drugs is prohibited, regardless of whether the sender is a licensed healthcare provider or pharmacy. |
| Gambling |
|
Gambling-related messaging is generally prohibited across Long Code, Toll-Free, and Short Code programs. Limited exceptions may apply to approved Short Code programs, such as certain bingo-related use cases. |
| SHAFT Content & Electronic Smoking Devices |
|
Alcohol messaging may be permitted in the US with appropriate age-gating procedures, depending on the carrier and messaging program. Firearms, vape products, and e-cigarettes are prohibited across Long Code, Toll-Free, and Short Code messaging. Tobacco is permitted only under limited Short Code scenarios with proper age verification. Canadian carriers generally prohibit age-gated messaging unless a carrier exemption has been granted. |
Important Note:
Even if your business falls outside the prohibited categories above, campaign approval or verification does not guarantee message delivery. Individual messages remain subject to carrier spam filtering, carrier policies, and ongoing compliance reviews.
Additional Restrictions
Even if your use case is not specifically listed above, individual messages may still be filtered or blocked if they violate carrier policies or trigger spam detection systems.
Examples include:
- Using shared or public URL shorteners (such as bit.ly or tinyurl.com) instead of branded domains.
- Mismatches between your registered business, website, and campaign use case.
- Missing or invalid opt-in documentation.
- Message content that appears deceptive, misleading, or abusive.
When using shortened URLs, always use a company-branded domain whenever possible.
Next Steps
If you're preparing to send SMS using A2P 10DLC or Toll-Free numbers, review the following guides before submitting your registration request:
- Talkdesk Guide to A2P 10DLC Registration – Learn how to register your business and messaging campaign.
- The Talkdesk Guide to Toll-Free SMS Verification – Learn how to prepare and submit a Toll-Free SMS verification request for Toll-Free numbers.
- Best Practices for A2P 10DLC Campaigns – Avoid common registration mistakes and improve your chances of approval.
Reviewing these guides before submitting your request can help reduce registration delays, campaign rejections, message filtering, and delivery issues.