Articles on: SMS Marketing

SMS Marketing Restricted Content Policy


SMS marketing has more rules and regulations surrounding it than Email marketing. ONE's SMS messaging platform ensures that you will remain compliant with all of these rules and regulations, without having to worry too much for what is and what isn't allowed (we'll take care of that for you!). That being said, the one thing that you will need to pay attention to is the content of your SMS marketing messages!

The ONE SMS platform's Acceptable Use Policy incorporates relevant laws and industry guidelines (such as CTIA Messaging Principles and Best Practices). If messaging content or traffic pattern are found to be in violation of these guidelines, then ONE reserves the right to block that content or take other appropriate action to ensure compliance.

Prohibited Content

ONE SMS will NOT power marketing campaigns associated with the following:
Engaging in an activity in connection or conjunction with any pornographic and/or adult entertainment industry purpose, regardless of whether such activity is lawfully permitted
Depictions or endorsements of violence, hate speech or otherwise engaging in threatening, abusive, harassing, defamatory, libelous, deceptive, or fraudulent behavior
Content related to the sale or promotion of substances that are classified as controlled substances under federal law, including marijuana

Prohibited Campaign Types

Unless expressly authorized by ONE, ONE SMS may not be used for the following purposes:
Third-party or affiliate lead and/or commission generation
Advertisements for loans
Credit repair offers
Debt relief
Debt Consolidation
Work from home, secret shopper, MLM, or other similar advertising campaigns

What is third-party or affiliate lead generation?

This is when the party collecting opt-in is doing so for the purpose of collecting, aggregating, converting, or selling consumer information (leads) to third parties for a fee. Typically, a consumer is driven to a website using online advertising and asked to input their information in order to receive offers for general services like payday loans, insurance products, or educational opportunities. The lead generator then either resells that consumer’s information to one or more third parties or continues to send messages to the consumer with links to offers from multiple partners to try and convert a sale.

At best, these offers can give real value to consumers by connecting them with companies that can help fulfill a need. Oftentimes, however, lead generation companies have engaged in aggressive or potentially misleading marketing campaigns, causing consumers to complain and spam blocking to occur.

Fees for Non-Compliance

CAUTION: Failing to comply with content policies will result in fines for EACH violation

Beginning January 1, 2024, Mobile carriers are instituting three new fees for non-compliant traffic that result in a Severity-0 violation.

The non-compliance fine(s) (USD) will be assessed for every Sev-0 violation issued as follows:

Tier 1: $2,000, for phishing, smishing, and social engineering
Social Engineering refers to the practice of targeting individuals in a way that manipulates individuals to reveal private information like credit card numbers, or social security numbers.

Tier 2: $1,000, for illegal content (included content must be legal in all 50 states and federally)
Illegal content includes, but is not limited to, Cannabis, Marijuana, CBD, Illegal Prescriptions and Solicitation.

Tier 3: $500, for all other violations including, but not limited to, SHAFT
SHAFT stands for Sex, Hate, Alcohol, Firearms, and tobacco


For a summary of types of messages that are ineligible, please see below:

Ineligible Use Cases

If you have any questions about what is acceptable use for ONE SMS, please don't hesitate to reach out to our support team!

Updated on: 19/12/2023

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