Certain types of messages are not allowed, and we take these restrictions seriously to maintain a safe and reliable messaging environment for all users. It is essential to refrain from engaging in the following activities listed in the table below. Please note that these forbidden use cases are not only related to the content of the message but the business type itself.
Even if your specific use case is not listed as prohibited, certain message content may still be subject to restrictions. For instance, the use of shared or free public URL shorteners is not permitted and will lead to filtering. Ensure that when using a shortened URL it is company-branded.
Violating this policy will result in the suspension of SMS/MMS services for the sub-account.
Please note that Starting February 15, 2024, T-Mobile will implement new Sev-0 fines for A2P 10DLC non-compliance, targeting messages with prohibited content. If T-Mobile detects violations, they will issue a Sev-0 violation— the most severe type—resulting in an immediate block of the offending messages and a non-compliance fine. These fines, which range from $500 to $2,000 depending on the severity of the violation, apply to all commercial A2P messaging products, including SMS/MMS short codes, toll-free, and 10DLC numbers. FIOHS will pass these fines on to users who violate the rules, and T-Mobile reserves the right to permanently suspend access to their network for repeated or severe infractions.
High-risk financial services
Payday loans
Short-term high-interest loans
Third-party auto loans
Third-party mortgage loans
Student loans
Cryptocurrency
"Third-party" means originating from any party other than the one which will service the loan.
Third-party lead generation services
Companies that buy, sell, or share consumer information.
Debt collection or forgiveness
Third-party debt collection
Debt consolidation
Debt reduction
Credit repair programs
"Third-party" means originating from any party other than the one owed the debt. For example, a hospital could send messages regarding bills for its patients, assuming they opted-in to receive messaging.
"Get rich quick" schemes
Work-from-home programs
Risk investment opportunities
Pyramid schemes
This differs from outreach about employment due to compliant opt-in practices, messages from brokerages to their members, investment news alerts, or other investment-related messages.
Illegal substances
Cannabis (United States)
CBD (United States)
Prescription drugs
Cannabis is federally illegal in the United States. Cannabis businesses will not be permitted to use SMS/MMS messaging in the U.S., regardless of message content.
CBD is federally legal but not in some U.S. states, so U.S. carriers do not permit messaging related to CBD.
Offers for drugs that cannot be sold over the counter in the U.S./Canada are forbidden.
Gambling
Casino apps
Gambling websites
Gambling traffic is prohibited in the U.S. and Canada on all number types (Toll-Free, Short Code, and Long Code).
"S. H.A.F.T." use cases
Sex
Hate
Alcohol
Firearms
Tobacco
While Tobacco traffic is prohibited on Toll-Free, it is allowed on Short or Long Code, as long as proper age-gating procedures are in place.
Alcohol traffic is allowed on Toll-Free (U.S. only), Short Code, and Long Code, as long as proper age-gating procedures are in place.
Firearms and Vaping-related traffic are prohibited.
1. What happens if I violate the SMS/MMS messaging policy?
Violating the policy will result in the suspension of SMS/MMS services for your sub-account. It's crucial to adhere to the guidelines to avoid service disruptions.
2. Are there any fines for sending prohibited content over T-Mobile's network? Yes, starting February 15, 2024, T-Mobile will impose fines for non-compliance with A2P 10DLC messaging policies. Fines range from $500 to $2,000 depending on the severity of the violation, and offending messages will be blocked immediately.
3. Can I send messages related to cannabis or CBD through SMS/MMS?
No, SMS/MMS messaging related to cannabis or CBD is prohibited in the U.S. and Canada. However, you can explore alternative marketing channels such as email or social media, provided you have appropriate age verification in place.
4. What is a Sev-0 violation, and how does it affect my messaging capabilities?
A Sev-0 violation is the most severe type of consumer violation. If you commit a Sev-0 violation, your messages will be blocked, and you will be fined. Repeated violations may lead to the permanent suspension of your access to the T-Mobile network.
5. Are there restrictions on using URL shorteners in SMS/MMS messages?
Yes, the use of shared or free public URL shorteners is not allowed. Only company-branded short URLs are permitted to avoid message filtering and ensure compliance with messaging policies.
6.What should I do if my use case is prohibited for SMS and MMS messaging?
If your use case is prohibited for SMS and MMS messaging in the US, you can explore alternative marketing channels. For example, you might consider using LC Email. Cannabis or CBD-related messaging, for instance, can be carried out via email, Facebook, Instagram, and other platforms, as long as you have appropriate age verification in place and are targeting recipients in regions where the substance is legal.
