Best practices for TNS messages

These best practices make messages more valuable to consumers and less likely to trigger real-time content analysis from flagging messages incorrectly as spam.

Choose the right time

Nobody likes to wake up in the middle of the night because of an unexpected incoming message. Respect your recipients' schedule. We recommend scheduling campaigns between 9 am and 8 pm and also avoiding public holidays.

Introduce yourself

We recommend including your organization name in the message, especially if you are texting to a phone number for the first time.

Provide a way to opt-out

A short phrase "Send STOP to opt-out" at the end significantly reduces a chance to get into spam. TNS automatically processes responding STOP messages and marks the phone number as opted out.

Texting STOP will not update a contact's consent field setting, but will prevent them from receiving further text messages from your organization. To sign up to receive messages after texting STOP, contact can text either START or UNSTOP.

Avoid common pitfalls

Message content should avoid:

  • Generic URL shortened links
  • The words "Sale", “Free”, “Now”, “Offer”, “Winner” or any other promotional-sounding language.
  • Request for action without specifying context.

For more information, see how to recognize spam messages.

Here is an example of a message likely to be flagged as spam:

SALE 50%, Click NOW!!!

Here is an example of a message not likely to be flagged as spam:

The January newsletter has been posted on the member portal. 
Read it at
Sent by Swimming Club of Sahara

Send STOP to opt-out


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