Using URLs in Messages
There's a growing trend in the messaging industry where messages containing widely used URL shorteners are getting blocked by downstream carriers. This is a result of fraud/bad actors using shortened URLs to conceal the true intent of their campaigns.
In this article, we’ll explore best practices for using URLs to enhance the deliverability of your messages.
What URLs can I use in my messages?
When sending messages containing URLs to consumers in the US, use a dedicated and branded domain that belongs to your business. For instance, if you own the domain bestcompany.com, you can ensure that only your business utilizes this domain. This guarantees that no one else can send URLs with your domain name that might lead to objectionable content. This also builds trust with consumers and increases the chances they'll click the link as the intent is clear. Textel offers a link shortener within our platform that allows you to add your custom domain and generate short links. For more information, please refer to our Adding Your Branded Domain article.
Usually, businesses will see success using full links, however, due to message segment character counts, there is often a need for URL shorteners. See below to learn about what types of URLs shorteners are recommended.
Can I use a URL/link shortener?
When using a URL shortener, do not use tools that provide generic/shared shorted URLs, such as free TinyUrl or Bitly. Using these generic shortened URLs could result in message filtering with no recourse from carriers, and eventually lead to completely blocked numbers. Carriers are monitoring for the same URL being used across TCPA campaigns, and will start filtering messages that contain the same URL as another business.
Similar to the above, we recommend using a dedicated and branded shortened domain for your business. Utilizing a unique, branded shortened URL will ensure clarity for consumers regarding the content and its destination. It will also prevent other businesses from using the same shortened URL.
What are other best practices?
- Including "https://" in your links is a best practice, as it indicates the link's security within your message.
NOTE: Since all messages can be subject to blocking, no specific URL(s) is guaranteed to bypass carrier filters. However, by adhering to best practices and steering clear of prohibited URL shorteners, you can optimize your chances of successful delivery.