Forbidden Message Categories for SMS and MMS in the US and Canada
This article covers the comprehensive messaging policy that applies to all sub-accounts using LeadConnector Phone Systems (L.C. - Phone). All outbound SMS and MMS messages must comply with HighLevel's messaging guidelines and federal carrier regulations.
You will learn about prohibited message categories, T-Mobile Sev-0 violation fines effective February 15, 2024, the enforcement consequences, and compliant alternatives for forbidden use cases.
Violations of this messaging policy will lead to the suspension of SMS/MMS capability for your sub-account. These policies apply to all A2P messaging products including SMS/MMS short code, toll-free, and 10DLC numbers.
Policy Overview
This messaging policy applies to all sub-accounts using LeadConnector Phone Systems (L.C. - Phone). All outbound messages from your sub-account must comply with HighLevel's SMS and MMS Messaging Guidelines.
The policy applies to extended code messaging with the A2P 10DLC system, in addition to short code and toll-free messaging. Any use cases that violate this policy are not allowed on the LeadConnector ISV platform, regardless of number type or destination country.
T-Mobile Sev-0 Fines
Any use cases that violate this policy will not be allowed on the LeadConnector ISV platform, regardless of number/sender type or destination country.
New Sev-0 Fines on Prohibited A2P Traffic, Effective February 15, 2024
T-Mobile has introduced A2P 10DLC non-compliance fines for messages including prohibited content. If T-Mobile detects any messages that violate the tiers listed below, they will issue a Sev-0 violation (the most severe consumer violation), a non-compliance fine, and carriers will immediately block the offending messages.
This applies to all commercial messaging non-consumer A2P products (SMS or MMS short code, toll-free, and 10DLC) that traverse the T-Mobile network.
Because Sev-0 violations also infringe on HighLevel acceptable use and messaging policies, HighLevel will pass on these fines to you for every Sev-0 violation, starting February 15, 2024. These fines include, but are not limited to, the following:
| Tier | Fine Amount | Violation Types |
|---|---|---|
| Tier 1 | $2,000 | Phishing (including simulated phishing for security testing), smishing, and social engineering used to manipulate someone into sharing private information like passwords or credit card numbers |
| Tier 2 | $1,000 | Illegal content (content must be legal federally and in all 50 states) |
| Tier 3 | $500 | All other violations in commercial messaging including but not limited to SHAFT (sex, hate, alcohol, firearms, and tobacco) that do not follow federal and state law and regulations (e.g., age-gate) |
These non-compliance fines apply to violations across any A2P messaging product (SMS/MMS short code, toll-free, and 10DLC).
T-Mobile reserves the right to permanently suspend any brands, campaigns, and your company’s access to the T-Mobile Network in the event violations are deemed to be excessive. If you are subject to these fines, HighLevel will send you a Sev-0 violation notice and will subsequently charge the respective fine amount.
For more information, review T-Mobile's Code of Conduct Section 5: Prohibited Campaign Content.
Forbidden Message Categories
The following message and use-case categories are prohibited for SMS and MMS messaging in the United States and Canada. These restrictions apply regardless of number type (short code, toll-free, or long code).
Examples: Payday loans, short-term high-interest loans, third-party auto loans, third-party mortgage loans, student loans, cryptocurrency
Note: "Third-party" means originating from any party other than the one which will service the loan.
Examples: Companies that buy, sell, or share consumer information
Examples: Third-party debt collection, debt consolidation, debt reduction, credit repair programs
Note: "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.
Examples: Work-from-home programs, risk investment opportunities, pyramid schemes
Note: 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.
Examples: Cannabis (United States), CBD (United States), prescription drugs
Note: Cannabis is federally illegal in the United States. Cannabis businesses are not 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.
Examples: Casino apps, gambling websites
Note: Gambling traffic is prohibited in the U.S. and Canada on all number types (toll-free, short code, and long code).
Examples: Sex, Hate, Alcohol, Firearms, Tobacco
Notes: Tobacco traffic is prohibited on toll-free but allowed on short or long code with proper age-gating procedures in place. Alcohol traffic is allowed on toll-free (U.S. only), short code, and long code with proper age-gating procedures in place. Firearms and vaping-related traffic are prohibited.
Compliant Alternatives
If your use case is listed as forbidden for SMS and MMS messaging in the United States, you can explore other marketing channels available within HighLevel.
Using LC Email is an option for many of the above use cases. For example, cannabis or CBD-related messaging may be conducted via email, Facebook, Instagram, and other platforms, as long as you have proper age-gating in place and are sending toward recipients in a locale where the substance is legal.
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