Every CallHub account must keep its message error rate and opt-out rate within the limits set by telecom carriers. This article explains both rates and the practices that keep your Text Broadcast and Peer-to-Peer Texting campaigns compliant and delivered.
⚠ Two limits every account must stay under. Your message error rate must stay below 10% and your opt-out rate below 1%. As a texting platform, CallHub is legally required to make sure customers keep both within acceptable limits, and telecom regulations keep getting stricter to prevent malicious activity. Cross these lines and your messages get filtered and your Sender IDs risk being blocked.
Know your two numbers
Message error rate is the ratio of failed messages to total messages sent. Carriers treat certain message statuses as failures; the full list of SMS error codes shows what counts.
Opt-out rate is the number of opt-out replies (keywords like STOP, REMOVE, or UNSUBSCRIBE) divided by total messages sent. A high opt-out rate usually means consent wasn't collected properly or the audience isn't interested, and it puts your account on the carriers' radar.
Reduce your message error rate
Spread sending across multiple 10-digit numbers
Sending a large volume from one Sender ID in a short time gets it blocked or filtered, because carriers monitor mass texting from single numbers. Divide your contact list into blocks and use different 10-digit numbers as Sender IDs. A 10-digit number sends at 1 message per second, which is 3,600 per hour.
Use your own domain in links, not common shorteners
Carriers use algorithms and machine learning to detect spam, and links from common shorteners like bit.ly or TinyURL are flagged because spammers rely on them. Use URLs from your own domain, or a less common, trusted shortening service.
Personalize your messages
A high number of identical messages looks like suspicious activity to carriers and can get your Sender ID blocked. Customize each message with merge tags like {first_name}, {last_name}, and {poll_location}. Personalized messages reduce filtering and improve engagement.
Refine your contact list and pace your sends
Split large contact lists into smaller lists and run them as separate campaigns. Sending fewer messages at a time reduces the chance of being flagged. As a rule of thumb, start the next list's campaign only after the previous one has earned around 20% replies; that paces your volume and improves deliverability.
Use Adaptive Texting Block for Peer-to-Peer
Adaptive Texting Block improves outreach rates while keeping a local presence. US regulations allow 3,600 messages per hour per Sender ID, so you can rent multiple numbers from different area codes to increase reach. If a Sender ID gets filtered, the system automatically rents a new number from the same area code so your outreach continues.
Consider a dedicated shortcode for high volume
A shortcode is a 5 to 6 digit number built for high-volume messaging, used for opt-ins, SMS marketing, broadcasts, and promotional campaigns. CallHub offers a vanity shortcode at $4,500 per 3 months and a regular shortcode at $3,000 per 3 months. Shortcode pricing is set periodically, so confirm current rates with Support.
Register for 10DLC
10DLC is a standard 10-digit number approved for high-volume texting, and it has been mandatory for US SMS campaigns since October 1, 2021. It's required if you send over 3,000 messages per day or use multiple rented numbers. Set up your 10DLC registration to stay compliant.
Reduce your opt-out rate
Send relevant, personalized content
The same personalization that beats spam filters also keeps people subscribed. Keep content simple, targeted, and relevant to the recipient, using merge tags like {first_name} and {poll_location}.
Text from local numbers
Local Sender IDs build trust and credibility, and people unsubscribe less from numbers they recognize as local. Adaptive Texting Block handles the local presence and Sender ID management for you.
Collect a double opt-in
A double opt-in confirms the person actually wants your messages, which lowers opt-outs later. Example flow:
We have received a subscription request from you to receive messages from [Campaign name]. Reply YES to confirm your subscription.
Text only a refined, consented list
A filtered and verified contact list can improve campaign performance by as much as 1.5x. Include only contacts who have given consent; consent is a must in application-to-person texting.
Identify yourself in every initial message
Every initial message must clearly identify your organization as the sender. People opt out of texts from strangers. The only exception is follow-up messages within an ongoing conversation, where you're already known.
Notes & limits
ⓘ The filters keep learning. Carriers use machine learning for message filtering, and the algorithms update over time. Practices that worked last cycle may need adjusting, so watch your rates rather than assuming.
✓ Watch your rates in one place. Messaging Insights shows your message error and opt-out rates per campaign, so you can catch a problem before carriers do.
FAQs
Where do I check my error and opt-out rates?
In Messaging Insights, which reports both rates for your SMS campaigns.
What counts as an opt-out?
A reply with a keyword like STOP, REMOVE, or UNSUBSCRIBE. The rate is opt-out replies divided by total messages sent.
My content is fine. Why are my messages still filtered?
Filtering usually isn't about content quality. Identical messages at volume, common link shorteners, and heavy sending from a single number are the usual triggers.
Do I need 10DLC?
For US campaigns, yes; it has been mandatory since October 1, 2021, and it's required if you send over 3,000 messages a day or use multiple rented numbers.
Comments
0 comments
Please sign in to leave a comment.