Messaging Insights: Message Error and Opt-out rates for SMS campaigns

CallHub is fully compliant with the Telecom Carrier regulations and has recently updated a fair usage policy to accommodate it. CallHub is a texting platform and legally bound to ensure that customers are following the best practices to maintain the error rate and opt-out rate per the regulations. Telecom regulations are getting strict to stop malicious activities over the networks and strengthen good & genuine players.

Message Error rate: The CallHub application sends the message to the telecom carrier and gets the message status as a returned response. 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. 

Opt-out rate: The number of subscribers who chose to remove themselves by sending STOP, REMOVE, UNSUBSCRIBE keywords. When we figure out the ratio of this number over the sent messages, that is the opt-out rate. 

Your high opt-out rate indicates that sufficient, express consent is not being collected, or the recipients are not willing to participate. The calculations are simple the Opt-out rate should be the number of stop replies divided by the number of total messages sent 

Please keep in mind that the message error rate should be less than 10%, and opt-out rates shouldn't be more than 1%. 

We made a few additions to provide more insights to our customers about the messaging campaign performance, like: 

1. Text messages statuses with stats. You can check it here. 
2. Triggering email notifications based on error rate & opt-out rates.
3. Insights page on the campaign dashboard.

You might have noticed a banner on your CallHub dashboard stating, "Ensure error and opt-out rate across texting campaigns are within the Fair usage policy limits to continue hassle-free usage".

Visibility plays a vital role in deciding the correct action line, and the insights give visibility about the exact situation. We added the insight page for our customers to provide the stats about ongoing texting campaign performance. You need to click on the "Investigate" button, and you will get routed to the Texting insights page. 

You will see the message error rate and opt-out trends for the last 7 days or 30 days(whichever is applicable) and figure out a plan of action to overcome if stats are not beyond the limit. Additionally, we have added a graph that displays the count of messages with a specific error code.

 

You can click on the "View Report" option to Export of list of contacts that caused these errors.

After having a deep understanding of the exact situation, It's time to follow Best Practices for managing message filtering and opt-out(s).  We have listed all the best practices that need to follow eventually to avoid a limit breach.