Forbidden Message Categories for SMS and MMS in the US and Canada – Marketing 360®

The following messaging use cases are not allowed on SMS or MMS in the United States or Canada. The below information applies to long code messaging with the rollout of the new A2P 10DLC system, in addition to short code and Toll-Free messaging.

Please note, certain types of message content may be subject to restrictions, even when your use case is not forbidden. For example, use of shared public URL shorteners is not allowed by US carriers and will result in filtering.

Prohibited message categories

Category	Examples	Notes
High-risk financial services	Payday loans Short term high-interest loans Third-party loans (e.g., auto, mortgage) 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 who is owed the debt. For example, a hospital could send messages regarding bills for its own patients, assuming they provided opt-in to receive that messaging. Third-party debt collectors may send transactional messages that consumers have directly opted in to; however, they cannot use SMS as a channel to collect a debt.
“Get rich quick” schemes	Deceptive work-from-home programs Risk investment opportunities Pyramid schemes	This is different from outreach about employment as a result of 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)	Cannabis is federally illegal in the United States. Cannabis businesses will not be permitted to use SMS/MMS messaging in the US, regardless of message content. CBD is federally legal, but is subject to varying legal restrictions across US states, so US carriers do not permit messaging related to CBD.
Prescription drugs	Drugs that require a prescription	Offers for drugs that cannot be sold over-the-counter in the US/Canada are forbidden.
Gambling	Casino apps Gambling websites	Gambling traffic is prohibited in the US and Canada on all number types (Toll Free, Short Code, Long Code).
"S.H.A.F.T." use cases	Sex Hate Alcohol Firearms Tobacco	While tobacco and alcohol traffic is prohibited on Toll Free, it is allowed on Short Code, or Long Code, as long as proper age gating procedures are in place. Firearms and vaping-related traffic is prohibited.