Understanding SHAFT and SMS Restrictions
SMS Content Restrictions
SMS is a highly regulated communication channel with strict rules and carrier requirements. It’s important to note that prohibited content will be automatically blocked by carriers. Age-restricted content may require extra steps like age verification. If your business plans to send restricted content, SMS may not be the most suitable option for customer communication.
Prohibited SMS Content
The following message categories are prohibited for SMS and MMS:
- High-risk financial services
- Third-party lead generation
- Debt collection and forgiveness
- "Get rich quick" schemes or multi-level marketing
- Illegal substances
- Gambling
- Sex, hate, alcohol, firearms, and tobacco (SHAFT)
What is SHAFT?
SHAFT is an acronym designed to help you remember the types of content that are either prohibited or have specific rules.
- S: Sexually inappropriate content
- H: Hate speech or profanity
- A: Alcohol
- F: Firearms, depictions, or endorsements of violence
- T: Tobacco (including vaping) or endorsement of illegal or illicit drugs, including marijuana and cannabis
| Category | Examples | Notes |
| High-risk financial services |
| "Third-party" refers to anyone who is not the lender or the company that will be managing or servicing the loan. SMS messages that offer financial investment advice, tips, or details about loans and refinancing are not allowed. Carriers also block messages that include links to donation sites. Legitimate financial institutions can use SMS within certain guidelines, often sending text alerts for things like suspicious card activity, appointment reminders, and other important transactions. |
| Third-party lead generation services | Companies that purchase, sell, or share consumer information. | The buying, selling, or sharing of consumer information is strictly prohibited. Only the business that obtained consent is allowed to send SMS messages. "Cold" outreach refers to soliciting business from potential customers who have had no previous contact with the company and is strictly prohibited. |
| Debt collection or forgiveness |
| Nearly all debt consolidation and forgiveness services are prohibited for SMS and MMS. For debt collection, the business owed the debt can send payment reminders, personalized messages with account details, and follow-up on payment confirmations. However, a third party is not allowed to attempt debt collection through SMS or MMS. |
| "Get rich quick” schemes or Multi-level marketing |
| Multi-level marketing (MLM) products, services, or content that are associated with unsolicited commercial messages (spam) are not allowed. This is different from outreach related to employment through compliant opt-in practices, messages from brokerages to their members, investment news alerts, or other investment-related communications. |
| Illegal substances |
| Cannabis is federally illegal in the United States, so cannabis businesses are not allowed to use SMS/MMS messaging in the US, regardless of the content. While CBD is federally legal, it is not legal in all US states and US carriers do not permit messaging related to CBD. Additionally, offers for drugs that cannot be sold over-the-counter in the US or Canada are prohibited. |
| Gambling | Gambling apps and websites | Gambling traffic is prohibited on Toll-Free numbers but it is allowed on Short Codes or Long Codes, as long as proper age-gating procedures are followed. |
| "S.H.A.F.T." |
|
Vaping-related traffic is not allowed. |