1. Validate Numbers Before Sending
Invalid numbers hurt your sender reputation. Before any campaign:
- Format validation — Correct format for destination
- Line type check — Wireless numbers receive SMS; many landlines don't
- Activity check — Detect disconnected numbers
- Carrier lookup — Identify current carrier for routing
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Get Free API Key2. Complete 10DLC Registration
Unregistered senders face severe filtering. 10DLC registration:
- Increases trust with carriers
- Improves throughput (messages per second)
- Reduces filtering rates
3. Optimize Message Content
- Be concise — Stay under 160 characters when possible
- Avoid spam words — "Free", "Winner", "Act now"
- Use full URLs — Or branded short links, not bit.ly
- Include opt-out — "Reply STOP to unsubscribe"
- Natural tone — Avoid ALL CAPS and excessive punctuation
4. Build Sender Reputation
Reputation improves with consistent good behavior:
- Start slowly — Gradually increase volume
- Maintain consent — Only message opted-in recipients
- Honor opt-outs — Remove immediately when requested
- Low complaints — Keep spam reports under 0.1%
5. Monitor and Iterate
Track these metrics and adjust:
- Delivery rate — Target 95%+ for validated lists
- Opt-out rate — High rates signal content issues
- Complaint rate — Keep under 0.1%
- Time to deliver — Delays indicate routing issues