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

Follow best practices while sending messages to comply with telecom regulations. Get complete insight into your texting from the Analytics dashboard.

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 is legally bound to ensure that customers follow the best practices to maintain the error and opt-out rates per the regulations. Telecom regulations are getting stricter 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 error rate is the ratio of failed messages over the total sent messages. Different message status codes are considered 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 total number of 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. Analytics 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 analytics give visibility into the exact situation. We have added a dashboard for our customers to show more insights about their ongoing campaigns. From your account head to Analytics > Dashboard and select "Texting Dashboard."

You will see the total count of messages that have been delivered, failed, No_Route, and Rejected(Unauthorized)

You can download the SMS Report of your campaigns to export a list of contacts that caused these errors. Review the ERROR CODES shown in the Text Report to understand what is causing the issue and take necessary action to prevent them in the future.

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 be followed eventually to avoid a limit breach.