SMS Campaign Rules & Sending Limits
How our platform protects your business with automatic safeguards, and what you need to know about sending limits, ramp-up, and state-by-state rules.
Our platform has built-in safeguards that automatically protect your business from compliance violations. This page covers what those safeguards are, how sending limits work, and the state-specific rules that affect your campaigns. For background on why this all exists, see A2P Messaging & SMS Compliance.
1. Built-In Platform Protections
These run automatically on every account. You don't need to configure or think about them — they're always on.
Opt-Out Auto-Compliance
When anyone replies STOP, UNSUBSCRIBE, CANCEL, END, or QUIT, they are immediately removed from all active campaigns. No delay, no manual action needed. Legally required and automatically enforced.
Campaign Auto-Pause
If a campaign's opt-out rate exceeds safe thresholds, the platform automatically pauses that campaign. You'll get a notification. The campaign stays paused until the issue is reviewed and resolved.
Daily Sending Limits
The platform enforces daily sending caps based on your Trust Score and ramp-up stage. You cannot accidentally exceed your limit — messages are queued or held until the next day.
Quiet Hours Enforcement
Marketing messages are automatically held if they would deliver outside the 8 AM - 9 PM window in the recipient's time zone. Messages queue and send when the window reopens.
Duplicate Send Prevention
The platform prevents the same message from being sent to the same number multiple times within a configurable window. Protects against automation errors and workflow duplicates.
Number Health Monitoring
We monitor deliverability, carrier feedback, and spam scores on your numbers. If a number's health degrades, we flag it and take corrective action before it gets blocked.
2. Carrier Thresholds & What Triggers Action
Carriers (AT&T, T-Mobile, Verizon) monitor every number sending A2P traffic. When these thresholds are exceeded, action is automatic — there's no warning call.
Campaign auto-paused. If sustained, carrier may revoke campaign approval entirely.
Number flagged. Deliverability drops immediately. Repeat offenses lead to number blacklisting.
Indicates dirty list. Carrier throttles your throughput. Continued issues trigger review.
Messages queued or dropped. Carrier may flag account for suspicious volume.
3. New Number Ramp-Up Schedule
Every new phone number starts with low sending volume and gradually increases. This is how carriers build trust with your number. Skipping ramp-up or blasting high volume on a new number will get it flagged immediately.
25-50 messages/day
Transactional messages only (appointment confirmations, welcome texts). Build initial carrier trust.
50-100 messages/day
Add follow-up sequences. Mix transactional and light conversational messaging.
100-250 messages/day
Begin marketing campaigns at low volume. Monitor opt-out rates closely.
250-500 messages/day
Scale marketing volume if opt-out rates are healthy. Start using automated sequences.
500+ messages/day (up to Trust Score limit)
Full sending capacity within your Trust Score limits. Continue monitoring all metrics.
We manage this ramp-up automatically. Your campaigns are scheduled to align with your number's current sending capacity. You don't need to manually track this.
4. Message Types & Consent Requirements
Not all texts are created equal. The type of message you send determines what level of consent you need and what rules apply.
Marketing / Promotional
Consent Required
Prior Express Written Consent
Opt-Out Language
Required in every message
Example Messages
"Hey [Name], we just got new 3-bedroom homes starting at $899/mo. Tap here to see what you qualify for! Reply STOP to opt out."
"Spring Move-In Special: $0 down on select homes this weekend only. See details: [link]. Reply STOP to unsubscribe."
Rules
- •Highest level of consent required — must have explicit written opt-in.
- •Must include opt-out language in EVERY message.
- •Subject to quiet hours (8 AM - 9 PM, or stricter per state).
- •Most heavily monitored by carriers for spam and opt-out rates.
Transactional / Informational
Consent Required
Prior Express Consent (can be verbal/implied)
Opt-Out Language
Recommended but not always legally required
Example Messages
"Hi [Name], this is a reminder for your appointment tomorrow at 2 PM at [Dealership]. Reply C to confirm or R to reschedule."
"Your application has been received. We'll review it and reach out within 24 hours. Questions? Call us at [number]."
Rules
- •Lower consent bar — can be implied from the business relationship.
- •Must still be relevant and expected by the recipient.
- •Not subject to quiet hours (but still be respectful).
- •Carriers are more lenient but still monitor for abuse.
Conversational / Customer Care
Consent Required
Implied from the conversation
Opt-Out Language
Not required for direct replies
Example Messages
"Great question! Yes, we do offer financing for credit scores below 600. Want me to send you the details?"
"Hey [Name], just following up on your visit yesterday. Do you have any questions about the home you looked at?"
Rules
- •This is a real back-and-forth conversation, not a blast.
- •Consent is implied when the customer initiates or responds.
- •Don't use conversational framing to disguise marketing blasts.
- •Keep it genuine — if it reads like a template, it's not conversational.
5. State-by-State SMS Laws
Federal law (TCPA) sets the floor. Many states add their own rules on top. If your business texts customers in these states, the stricter state law applies — even if your business is located elsewhere. What matters is where the recipient is.
- •Requires prior express written consent for all automated texts.
- •Limits texting hours to 8 AM - 8 PM (stricter than federal 9 PM cutoff).
- •Allows private lawsuits with statutory damages of $500-$1,500 per text.
- •One of the most actively litigated states for text message lawsuits.
- •CCPA gives consumers the right to know what data you collect and to opt out of data sales.
- •Text message content and phone numbers are considered personal information.
- •Requires clear privacy policy disclosures about SMS data collection.
- •California courts frequently side with consumers in TCPA cases.
- •Mirrors federal TCPA with additional state-level enforcement.
- •Texas AG can pursue violations independently of FCC.
- •Requires clear identification of the sender in every message.
- •Growing enforcement activity in recent years.
- •General consumer protection laws apply to deceptive text marketing.
- •Follows federal TCPA standards as baseline.
- •State AG has enforcement authority for pattern violations.
- •Less active in litigation compared to FL/CA, but still applies.
- •One of the stricter state laws — covers text and electronic messages broadly.
- •Requires clear opt-out mechanism in every commercial message.
- •Statutory damages available per violation.
- •Active state AG enforcement.
- •Applies state telemarketing rules to text messages.
- •Follows federal TCPA as baseline with state enforcement.
- •Registration requirements for telemarketing businesses.
- •State AG can pursue violations separately.
- •Broad consumer protection law applied to unsolicited texts.
- •No cap on damages — courts have broad discretion.
- •Active consumer litigation environment.
- •Treats text messages as a form of telemarketing.
This is not an exhaustive list. New state laws are being introduced regularly. We keep our platform and processes updated as laws change. The safest approach: always get explicit written consent, always include opt-out language, and always respect quiet hours.
Common Mistakes
- ✗Blasting your entire contact list on day one instead of ramping up gradually
- ✗Using old lead lists without re-confirming consent — if the opt-in is more than 90 days old and there's been no engagement, don't text them
- ✗Sending marketing texts disguised as conversational messages to avoid consent rules
- ✗Not including opt-out language in marketing messages — "Reply STOP to opt out" must be in every promotional text
- ✗Texting outside quiet hours in stricter states (Florida cuts off at 8 PM, not 9 PM)
- ✗Ignoring opt-out rate trends — a rising opt-out rate means your messaging needs to change, not that you should send more
- ✗Assuming consent from one channel applies to another — a Facebook lead form opt-in doesn't automatically mean SMS consent unless the form language specifically says so
- ✗Buying or renting lead lists and texting those contacts — this is a guaranteed TCPA violation under the 2024 FCC ruling
Source Links & References
- •FCC — TCPA Rules and Regulations — fcc.gov/general/telemarketing-and-robocalls
- •CTIA Short Code Monitoring Handbook — ctia.org/the-wireless-industry/industry-commitments/messaging-principles-and-best-practices
- •Twilio — A2P 10DLC Best Practices — twilio.com/docs/messaging/guides/10dlc
- •Florida FTSA (2021) — Florida Statute 501.059 — leg.state.fl.us/statutes
- •California CCPA / CPRA — oag.ca.gov/privacy/ccpa