How to Achieve Messaging Compliance by Playing Strong Defense

10 March 2023

Are you struggling to keep up with messaging compliance regulations? Do you fear the consequences of non-compliance? Playing a strong defence can help you achieve messaging compliance and avoid costly penalties.

The first step in playing strong defense is to establish clear policies and guidelines for messaging within your organisation. These should include guidelines for message content, tone, and frequency, as well as rules for message retention and deletion.

Next, it's important to use tools and technologies that support compliance. This includes using messaging platforms that offer built-in compliance features, such as message archiving and audit trails.

Another key component of playing strong defence is ensuring that your employees are properly trained on messaging compliance policies and procedures. This includes regular training on compliance regulations, as well as ongoing education on the risks of non-compliance.

Finally, it's essential to have a plan in place for dealing with potential compliance violations. This should include clear procedures for reporting and investigating violations, as well as a plan for addressing any compliance issues that are identified.

By playing strong defence and implementing these strategies, you can achieve messaging compliance and avoid the risks and consequences of non-compliance. Don't let compliance concerns hold you back - take action today to ensure that your messaging practices are compliant and secure.


Consent / Permission

The majority of spam complaints from recipients of text messages originate from SMS programs with unclear opt-in procedures. When developing your SMS program, we recommend following the following guidelines to avoid falling into the same trap. Although following these guidelines initially may be challenging, they are the most effective strategy for preventing issues in the long run.

  • There is no way to buy, sell, or exchange consent.
  • Keep track of when and how recipients gave their consent.
  • Recall that agreement just applies to the particular use case for which you gathered a telephone number.
  • By providing their phone number, make it abundantly clear to recipients that they will be receiving messages.
  • When recipients provide their phone number, make it clear how frequently messages will be sent.
  • Within a reasonable time after receiving consent, send the first message.
  • Monthly, inform recipients of their options to opt out. For instance, at least once per month, include "Text STOP to stop."

Messaging Consent

Error rates, opt-out rates, and spam complaints are likely to be reduced if you follow the pre-existing practices. Consider how these behaviours might be incorporated into your particular SMS program, bearing in mind that no two industries are the same.

Sender Identification

Keeping filtering to a minimum can be accomplished easily by setting up consistent sender identification. Customers are much less likely to report text messages as spam or opt-out if they know who is texting them and why. Except for messages that are follow-ups to an ongoing conversation, every message must clearly identify you as the sender. 


Every marketer will claim that their messages are unique and desired by everyone. While that might be the case for your brand in particular, there are two types of filtered content: illegal and unwanted.

Unwanted messages

Unwanted as a category is up to the recipient to decide.

Here is an example: I would immediately sign up for their messaging because I am a well-known supporter of the best American pro football team. We should envision however that I coincidentally pursued informing efforts from their adversary. I might become annoyed and mark the messages as spam or quickly unsubscribe if the campaigns for the rival team send me messages as if I were their biggest fan. The frequency I'd like to see from my team is not the same as the frequency I'd like to see from my rival/competitor. To avoid putting the recipient in a position where they need to be all or nothing, always send as if the recipient is not your biggest fan. 

Illegal messages

The category of illegal messages is more distinct. To avoid sending messages that are illegal, follow these guidelines:

  • Don't send messages about things or activities that aren't legal under federal law in the country you're sending them to (for example, messages about gambling and cannabis in the United States). Also, don't send messages about the following topics:

  • Harassment, abusive, exploitative, and hateful speech are all examples of hate speech.

  • Messages that are fake.

  • Content that is malicious, like viruses or malware.

  • Any content created with the intention of evading filters.

  • Establish appropriate age restrictions for content that requires them. Here, you can learn more about which content is country-specific and requires age-gating.

Account Configuration

Filtering is not initiated or ended by account configurations on their own. Anyway, assuming your fundamental record contains numerous or the entirety of your numbers and one begins to get sifted, your numbers might be all exposed to separation. When there is no differentiation, it is difficult to determine which messaging programs and phone numbers are sending inappropriate messages. As a result, utilising our subaccount functionality for various use cases (or customers if your company is an Independent Software Vendor) is always something we recommend.

  • Subaccounts can be used for various use cases (or customers if an ISV).

  • To keep keywords in compliance, make use of Twilio's Advanced Opt-Out feature.


If you're starting a text messaging marketing program but aren't sure what an opt-out is yet. The absolute necessities are as follows:

  • Find out about text messaging marketing, information consistency.

  • The following words should be included in your initial message to that individual: Responses such as "Reply STOP to unsubscribe" or another standard opt-out keyword like "STOPALL," "UNSUBSCRIBE," "CANCEL," "END," and "QUIT" are acceptable.

  • You can send one final confirmation message if a recipient opts out.


Achieving messaging compliance is crucial for any organisation that wishes to operate within legal and regulatory frameworks. By playing strong defence, organisations can ensure that they are fully compliant with the relevant laws and regulations governing messaging and communication. This involves implementing robust policies and procedures, training employees on compliance best practices, and using technology tools to monitor and manage messaging activities. 

Ultimately, organisations that prioritise messaging compliance will not only avoid legal and reputational risks, but they will also establish trust with their customers and stakeholders. By taking proactive steps to achieve messaging compliance, organisations can build a strong foundation for long-term success in their respective industries.

Text message marketing promotes greater interaction rates, response rates, and conversion. If you’re looking for messaging solutions, you can go with one of our products called that helps enterprises and businesses to implement their messaging and  communication strategy.

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