CallHub is a texting platform and legally bound to ensure that customers follow the best practices to maintain the error rate and opt-out rate below the permissible. Telecom regulations are getting strict to stop malicious activities over the networks and strengthen good & genuine players.
Please keep in mind that the message error rate should be less than 10%, and opt-out rates shouldn't be more than 1%.
How to reduce the message error rate?
The message error rate is the actual ratio of failed messages over the total sent messages. Different message status codes are considered as a failure by the telecom carrier. Please check out the exact message error code list that we get from the telecom carrier. The following best practices will help you to reduce the message error rate:
Prefer the usage of different 10 digit numbers over a single long code
Sending a high number of messages per Sender ID within a short period may lead to the number getting blocked or filtered by the carrier. Telecom carriers always keep a check on mass texting via a single long code. It increases the chances of message filtering.
You may create blocks of your contact list and use different 10 digit numbers as Sender ID[s]. The outreach rate of 10 digit number is one segment /per second [3600 per hour].
Use your domain-specific URLs over common ones
The carriers use machine learning and other algorithms to read all messages sent over the network. They do this to identify and reduce SPAM messages. Since bit.ly and TinyURL are exploited by marketing SMSs and these are more likely to get filtered. If you can use some other service or a URL of your domain, then it is less likely to be detected by the carriers.

Personalize Your Message
Sending a high number of identical messages is most likely to be filtered by the carrier. The carrier treats repeated identical messages as suspicious activity. The Telecom carriers may block the Sender ID that is used in delivering the messages.
In CallHub, you can customize your messages to send unique messages by adding Tags to your message. For example: {first_name}, {last_name}, and {poll_location}. You may get more information here.

Refine Your contact list
When sending a large number of messages using a long phone number, splitting contacts into different contact lists and run different campaigns may be a good idea. Sending messages using a different phone book reduces the number of messages that are sent in a certain amount of time. It is advisable to run different campaigns for each list after getting few replies as much as 20% before running the next campaign. This practice helps to control and manage the number of messages that are sent out to avoid getting filtered.
Use Adaptive Texting Block For Peer to Peer Texting
Adaptive Texting Block allows having high outreach with campaigns with local presence and effective management of rented sender IDs. The USA telecom regulations allow an outreach rate of 3600 messages per hour per sender ID. Users can rent multiple numbers based on the area code to add to the Adaptive Texting Block. You may get more information here.
This feature helps to detect Sender ID that is filtered and will automatically rent a new number from the same area code.

Prefer dedicated Shortcode
A shortcode is typically a 5-6 digit number like a telephone number but designed to send and receive text messages. It allows to send messages in high volume and used by businesses to OPT-IN users, SMS marketing, SMS broadcast or to send promotional messages to already OPT-IN users.
CallHub offers Vanity and Regular shortcodes. Vanity short code costs $4,500 per 3 months and regular shortcode costs $3000 per 3 months.
Use 10DLC enabled numbers
10DLC is a typical 10 digit number that comes with the ability to handle mass texting of high volumes. From Oct 1, 2021, the US carriers have made it mandatory to be 10DLC enabled to run SMS campaigns within the US (to the US numbers). If you are sending more than 3000 messages in a day or using multiple rented numbers, we highly recommend you go with the 10DLC setup.
Click here for more details on 10DLC and its implementation process for your account.
How to reduce the message opt-out rate?
Your contacts who receive text messages from your organization can opt-out to maintain their privacy, or they are not willing to participate. They can do this by replying with a few keywords, which automatically opt the contact out, and these keywords are STOP, REMOVE, UNSUBSCRIBE.
Your high opt-out rate indicates that you are not collecting consent from your contacts, somewhere they are not interested in your services anymore.
The opt-out rate is the number of stop replies divided by the number of total messages sent.
Let's understand the actions you can take to maintain the opt-out rate under the permissible limit:
Personalize your message
Clarity over the message content reduces the opt-out rate significantly. You can make your messages more personalize by merging tags like {first_name}, {last_name}, and {poll_location}. People should relate to the idea that you have shared via message and get ready to participate. Refine your content until or unless it seems simple, relevant, and personalized for the target audience.
Enhance Local Presence
The local sender ID(s) boots trust & confidence in your audience and push to participate. Adaptive Texting Block will help you have a high outreach with local presence and effective management of rented sender IDs.
Get double opt-in(s)/ explicit opt-in(s)
A double opt-in is one more push to get a confirmation on your customers' interest during the opt-in process. Double opt-in(s) signify a higher level of users' interest and a low rate of opt-out(s).
In your campaigns, once the user sends you a keyword showing their interest, you may send another message to confirm the same.
Example:
We have received a subscription request from you to receive messages from <Campaign name>. Reply Yes to confirm your subscription.
Always go with refined contact list
A refined and filtered contact list increase campaign performance by 1.5x. You must follow all the best practices while creating your contact list.
Identify Yourself as the Sender
Every message you send must clearly identify you (the party that obtained the opt-in from the recipient) as the sender, except in follow-up messages of 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.
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