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What causes a SMS to be blocked?

In our experience, most messages that are blocked are blocked by a carrier (e.g. Verizon). Twilio discusses this further here. The short answer is avoid the following:

  • URL Shortening (TinyURL, Bitly)
  • URLs not specific to your business
  • Emojis / special characters
  • Discussing Illegal Things (more detail here on what is considered Illegal / Forbidden)