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Messaging Considerations and Compliance
To improve your chances of receiving approval for your brand, campaign, and code requests, follow these guidelines. Requests that don't meet these guidelines are likely to be rejected and could delay your marketing efforts.
- Include a valid business email address from your company’s domain in all requests. Using a free email address such as Gmail or Outlook increases the likelihood of rejection.
- Include your company’s physical address in all requests.
- Include a functional website in your request that doesn’t include disallowed content in the content you plan to send messages to.
- Use content in your requests that is tailored to the audience you plan to send messages to.
- Use accurate and specific content for all sample messages, opt-in requests, and opt-out requests. Include as many sample messages as possible.
- Fill out all fields in the brand, campaign, and code requests. Missing information delays the request process.
- If you allow opt-ins from physical media, such as billboards or flyers, include images of the media in your request.
Long SMS Messages
When your SMS message gets a bit longer, we automatically split it into smaller segments to make sure it delivers smoothly. To keep things efficient and easy for your recipients to read, we recommend keeping plain text messages under five segments and Unicode (special character or emojis) messages under six segments.
A2P 10DLC Messaging Throughput and Trust Score
To control spam, businesses must register their brands and campaigns before sending messages. In response to registration, carriers raise message throughput rates based on the level of trust assigned to the sender. 10DLC throughput rates are assigned based on trust score and campaign type.
- Trust Score: A score from 0 to 100 is assigned by The Campaign Registry (TCR). Higher scores mean higher message limits. To secure the best trust score, Salesforce recommends that you submit for full brand vetting, even if you’re eligible for Sole Proprietor limits.
- Campaign Type: The specific type of message such as customer support and marketing. All messages must use a registered 10DLC campaign type matching the content's use case.
Carrier-Specific Limits and Rules
Throughput limits vary by carrier and campaign type. AT&T and Verizon Wireless queue messages that exceed limits for later delivery, while T-Mobile and Sprint will result in an immediate hard failure (messages are dropped). If your message fails with error code 4601, you’ve exceeded the daily message limit. Don't resend the message within a 24-hour period; schedule it to be sent the next day.
AT&T and Verizon Wireless
Throughput is based on the campaign type or message class, and is measured per minute (TPM). AT&T assigns throughput per campaign, not per brand. Each campaign is assigned a message class, determining its specific throughput tier (TPM). Throughput applies to each campaign individually, regardless of the number of assigned numbers, and isn't shared between campaigns under the same brand.
| Campaign Use Case | Trust Score | SMS Throughput (TPM) | MMS Throughput (TPM) |
|---|---|---|---|
| 2FA, Authentication and Customer Care | 76–100 | 4,500 | 2,400 |
| Marketing and Mixed | 51–75 | 2,400 | 1,200 |
| Operations and Higher Education | 1–50 | 240 | 150 |
| Low-Volume Mixed | NA | 75 | 50 |
| Sole Proprietor | NA | 15 | 50 |
| Political and Elections | Required | 4,500 | 2,400 |
| Charity: Non-Profit 501(c)3 | Required | 2,400 | 1,200 |
| Social Engagement | Required | 9,000 | 2,400 |
| Emergency Services and Public Safety | Required | 4,500 | 2,400 |
T-Mobile and Sprint
Throughput is based on your brand's trust score and is applied as a daily message limit. This limit is shared across all campaigns and brands registered under the same EIN or Tax ID. After you reach the daily message limit, any additional sent messages will fail. Message limits reset daily at 12 AM Pacific Time.
| Brand Score Level | Trust Score | Daily Message Limit (Total Messages) |
|---|---|---|
| Top | 75–100 | 200,000 |
| High Mid and Upper Mid | 50–74 | 40,000 |
| Low Mid and Lower Mid | 25–49 | 10,000 |
| Low | 0–24 | 2000 |
| Sole Proprietor | NA | 1000 |
Edge Cases and Minor Carriers Restrictions
Special use case: Throughput for charity use cases (K-12 Education) is fixed and isn't impacted by the trust score.
Minor carriers: Throughput for US Cellular uses the standard major network rate, but is limited to 8 Messages Per Second (MPS). For all other minor US carriers such as Clearsky and others, the rate is fixed at 1 MPS per phone number.
Sole Proprietor Limits
Sole proprietor brands (individuals or small businesses without a tax ID) are limited to 1 campaign and 1 phone number. Their fixed limits are:
- Total MPS: 2.25 MPS for major US networks.
- Daily Limit (T-Mobile): 1,000 messages per day.
- Per-Minute Limit (AT&T): 15 messages per minute.
