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Best Practices for managing message filtering and opt-out(s)

Mahesh Nayak
  • Updated

CallHub is a texting platform and is legally required to ensure customers follow best practices to keep error rates and opt-out rates within acceptable limits. Telecom regulations are becoming stricter to prevent malicious activity and support genuine communication.

  • Message error rate must be below 10%

  • Opt-out rate must be below 1%

What is Message Error Rate?

The message error rate is the ratio of failed messages compared to the total messages sent.

How to Reduce the Message Error Rate

Use Multiple 10-Digit Numbers Instead of a Single Long Code

  • Sending a large number of messages from one Sender ID in a short time can lead to blocking or filtering.

  • Carriers monitor mass texting from single numbers, increasing the risk of filtering.

  • Best practice:

    • Divide your contact list into blocks.

    • Use different 10-digit numbers as Sender IDs.

  • A 10-digit number has a sending rate of 1 message per second (3600 per hour).

Use Domain-Specific URLs Instead of Common Shorteners

  • Carriers use algorithms and machine learning to detect spam.

  • Links from common shorteners like bit.ly or TinyURL are often flagged because they are heavily used in spam campaigns.

  • Best practice:

    • Use URLs from your own domain.

    • Or choose a less common, trusted URL shortening service.

  • This reduces the chance of messages being filtered as spam.

Personalize Your Message

Sending a high number of identical messages can get flagged by carriers as suspicious activity. This may lead to your Sender ID being blocked.

  • In CallHub, you can customize messages by adding tags such as {first_name}, {last_name}, and {poll_location}.

  • Personalized messages reduce filtering and improve engagement.

Refine Your Contact List

Splitting large contact lists into smaller lists and running different campaigns helps avoid carrier filtering.

  • Sending fewer messages at a time reduces the chance of being flagged.

  • Best practice: Run a new campaign for each list only after getting around 20% replies on the previous one.

  • This approach controls message volume and ensures better deliverability.

Use Adaptive Texting Block for Peer-to-Peer Texting

Adaptive Texting Block improves outreach rates and maintains a local presence.

  • US regulations allow 3600 messages per hour per Sender ID.

  • Users can rent multiple numbers from different area codes to increase reach.

  • If a Sender ID is filtered by carriers, the system will automatically rent a new number from the same area code to maintain outreach.

Prefer Dedicated Shortcode

A shortcode is a 5–6 digit number designed for high-volume messaging.

  • Used for opt-in, SMS marketing, broadcasts, and promotional campaigns.

  • CallHub offers:

    • Vanity shortcode: $4,500 per 3 months

    • Regular shortcode: $3,000 per 3 months

Use 10DLC Enabled Numbers

10DLC is a standard 10-digit number approved for high-volume texting.

  • This requirement has been mandatory for US SMS campaigns since October 1, 2021.

  • Required if sending over 3,000 messages per day or using multiple rented numbers.

  • Recommended: Set up 10DLC registration to stay compliant.

Reducing the Opt-Out Rate

Your contacts may opt out of messages by replying with keywords like STOP, REMOVE, or UNSUBSCRIBE.

  • The opt-out rate is calculated as the number of opt-out replies divided by the total messages sent.

  • A high opt-out rate usually means you are not collecting proper consent or your audience is not interested.

Steps to Reduce Opt-Outs

Personalize Your Message

  • Explicit and relevant content reduces opt-outs.

  • Use merge tags like {first_name}, {last_name}, and {poll_location}.

  • Please make sure to keep content simple, personalized, and targeted.

Enhance Local Presence

  • Local Sender IDs build trust and credibility.

  • Adaptive Texting Block ensures strong local presence and effective sender ID management.

Get Double Opt-In / Explicit Opt-In

  • Double opt-ins confirm a user’s interest and lower opt-out rates.

  • Example flow: We have received a subscription request from you to receive messages from <Campaign name>. Reply YES to confirm your subscription.

Always Use a Refined Contact List

  • A filtered and verified contact list improves campaign performance by up to 1.5x.

  • Only include contacts who have given consent.

Identify Yourself as the Sender

  • Every initial message must clearly identify your organization as the sender.

  • Exception: Follow-up messages in an ongoing conversation.

Takeaways

The Telecom carriers use machine learning for message filters, and these filtering algorithms get updated over time. You must follow good practices to avoid getting the Messages filtered, Sender ID blocked. Consent is a must in application to person texting. The high rate of an opt-out will put you on the radar. 

If you have questions or need help managing message filtering or opt‑out rates in your campaigns, our support team is ready to assist. You can submit a request, use the live chat on your dashboard, or email support@callhub.io.

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