Messaging Policy


This Messaging Policy applies to SMS and MMS messaging channels through all the flows (conversations, campaigns, etc.) available in the product. We all expect that the messages we want to receive will reach us, unhindered by filtering or other blockers. To make that expectation a reality, it is crucial to prevent and eliminate unwanted messages. Towards that end, we strive to work with our customers so that messages are sent with the consent of the message recipient, and that those messages comply with applicable laws, communications industry guidelines or standards, and measures of fairness and decency.


All messaging transmitted via the platform - regardless of use case or phone number type (e.g., long code, shortcode, or toll-free) - need to comply with the Application-to-Person (A2P) messaging. All A2P messages originating from the system are subject to this Messaging Policy, which covers messaging rules and /or prohibitions regarding:


Consent (“opt-in”): Consent can't be bought, sold, or exchanged. For example, you can't obtain the consent of message recipients by purchasing a phone list from another party. And SMS should only be sent to the opted-in contacts.


Revocation of Consent (“opt-out”): The initial message that you send to an individual needs to include the following language: “Reply STOP to unsubscribe,” or the equivalent so that Individuals must have the ability to revoke consent at any time by replying with a standard opt-out keyword.


Sender Identification: Every message you send must clearly identify you (the party that obtained the opt-in from the recipient) as the sender, except in follow-up messages of an ongoing conversation.


Messaging Usage: You should not be sending messages in any way related to alcohol, firearms, gambling, tobacco, or other adult content.


Filtering Evasion: As noted above, we do not allow content that has been specifically designed to evade detection by unwanted messaging detection and prevention mechanisms. This includes intentionally misspelled words or non-standard opt-out phrases which have been specifically created with the intent to evade these mechanisms. We do not permit snowshoeing, which is defined as spreading similar or identical messages across many phone numbers with the intent or effect of evading unwanted messaging detection and prevention mechanisms.


This policy applies to all customers who use messaging services to safeguard their messaging capabilities and services.



How We Handle Violations?


When we identify a violation of these principles, where possible, we will work with customers in good faith to get them back into compliance with this policy. However, to protect the continued ability of all our customers to freely use messaging for legitimate purposes, we reserve the right to suspend or remove access to the platform for customers or customers’ end users’ that we determine are not complying with the Messaging Policy, or who are not following the law in any applicable area or applicable communications industry guidelines or standards, in some instances with limited notice in the case of serious violations of this policy.


To make sure that all our customers use the features to the best of their capabilities, the below features are placed to protect the agencies from below:


• Avoid blast SMS from fake signups

• Avoid getting accounts blocked due to suspicious activity

• Avoid legal actions on increased spamming for not opted-in customers.



Ramp-Up Model:


All New accounts (from April 20, 2022) going forward will follow the "Ramp Up Model".

The SMS limit is multiplied each day by the number of days(till the 7th day) the location has spent with us. Starting the 8th day the location will have the limit set to 5000SMS/day. Below is the table which will give you a detailed idea:

Day Limit [SMS]
1 250
2 500
3 750
4 1000
5 1250
6 1500
7 1750
8th Day and Ongoing 5000


Note: The daily counter resets every day at midnight 00:00:01 AM UTC. If the limit is reached before the rest time the account is locked for the rest of the time period.


Why the change?

• Fake/Spamming account(s) who signup cannot send a blast on Day 1.

• Bulk SMS sending will have daily limitations for the first 8 days and avoid the location suspension due to huge non-compliant messaging activity.


Error Screens:


1. Conversation Error: You have exceeded your SMS sending limit.



2. Bulk Action: You are allowed to send 5000 message(s) in a day. You have already sent 5000 message(s). If you wish to proceed, 1 Message(s) will be failed.



How to update the limit for a location?

1. Validate the location activity and make sure it is not a spam account.

2. Raise a ticket with header <Increase SMS Daily Limit> with account and new limit details.



Spam Message handling:


Each of the messages sent out from the accounts ends up with the following 4 statuses:

1. Sent: The messages whose response we did not receive from the carrier, can be in any of the three statuses below.

2. Delivered: The messages which were successfully delivered and sent to the contact.

3. Failed: The messages which were cancelled or were not sent to the carrier to forward to the contact.

4. Undelivered: The message sent was suspicious or did not fulfill the messaging policy.


As part of this feature, we will only consider the Undelivered messages. All the undelivered messages end up with a particular error code and we will start storing them at each of the message levels. We will further use them to start enabling Temporary/Permanent DND at a contact level so that users can't send SMS to them again.

Response Code Code Description Remediation
30005 User Inactive/Number does not exist Enable Temporary DND
30003 Unreachable- Out of Service Enable Temporary DND
30004 Do not want SMS/DND enabled Enable Permanent DND
30006 Landline/Incapable to receive SMS Enable Permanent DND
30008 None of the above scenarios matched Do nothing


Temporary DND: The DND set at a contact level can be revoked by REI Software - Phil 413 Software INC.


Permanent DND: The DND set at the contact level cannot be revoked by REI Software - Phil 413 Software INC as the contact is incapable to receive the message or had opted out from receiving messages.


Opt-Out Keyword: Individuals must have the ability to revoke consent at any time by replying with a standard opt-out keyword like STOP, Unsubscribe, etc. In this case, also a permanent DND will be enabled at the contact level.



Error Screens:


1. Conversation: Cannot send messages as DND is active for SMS.



2. Bulk Action: All the SMS sent via other features like workflow, and bulk SMS will automatically skip the DND marked contacts from the sender list.



How to revoke the DND for a contact?


1. For Temporary DND, go to the contact details and remove the DND flag, below is the screenshot of the sample screen:



2. For Permanent DND, you cannot revoke the same from UI. To revoke the permanent DND, ask the contact to send a reply with the "START" keyword to the number. This should automatically remove the DND from the contact.



Sender ID and Opt-Out Language


The consent for sending out communications cannot be bought and the only way is to take explicit consent from the user for the SMS campaigns and communications.


The consent is taken by a specific entity, in our case accounts that are the actual sender of these communications.


To comply with the messaging policies each of the initial messages sent out by the company to an end-user should have below two mandatory information:

1. Sender ID: The name of the company/sender who is sending this SMS, so that it's easier for the end-user to understand the context.

2. Opt-Out Language: The end user should have the capability to remove the consent at any time, so similar to above each initial message should also have the opt-out keywords like STOP, UNSUBSCRIBE, etc.



What happens when an end-user replies with the STOP keyword?


If individuals reply with a standard opt-out keyword like STOP, the consent to send SMS will be revoked. All upcoming and queued messages will be failed. Also, a permanent DND will be enabled at the contact level.

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