Understanding SMS and MMS prohibited content
Learn about which content is not allowed for SMS marketing.
This information is intended solely for educational and informational purposes and should not be construed as legal advice. The content provided is general in nature and may not reflect the most up-to-date information. Klaviyo strongly advises consulting with a qualified legal counsel to ensure your compliance with applicable laws and regulations in connection with your use of our services.
Why is certain content prohibited for SMS?
SMS is a highly regulated channel and is subject to stringent rules, regulations, and carrier requirements. In countries such as the US and Canada, certain message content is prohibited and is best avoided no matter where you are sending.
Wireless carriers also have their own rules for what they will allow, and they will reject SMS and MMS messages that contain prohibited content.
Some SMS content is subject to additional requirements, like age-gating procedures.
What if my business falls under a prohibited category?
For businesses that are entirely prohibited (i.e., when it’s forbidden even with age-gating), SMS may not be the appropriate channel to reach your customer base.
Klaviyo currently supports age-gating for firearm, tobacco, sex, and alcohol brands in some countries. For all other age-gating use cases, we recommend trying a third party for SMS.
SMS prohibited content
Klaviyo prohibits the following message categories for SMS and MMS. Please note that wireless carriers typically look for this content in both the message itself as well as any page the message links to.
Sweepstakes are only permitted on US and Canadian short codes. Learn more about compliance requirements around sweepstakes and contests.
- Illegal substances
- Sex, hate, alcohol, firearms, and tobacco (SHAFT)
- Klaviyo allows age-gating for firearm, tobacco, sex, and alcohol brands in specific countries.
- Fireworks
- Third-party lead generation
- High-risk financial services
- Debt collection and forgiveness
- Gambling
- Multi-level marketing
- Political content
- MM3 sends
Even if your use case is not listed here, you may receive a carrier violation error if you previously experienced high opt-out rates (more than 2%).
Additionally, all messages you send should comply with the applicable laws of the jurisdiction in which the message recipient is located; applicable communications industry guidelines or standards; and Klaviyo’s Acceptable Use Policy, which prohibits sending any content that is illegal, discriminatory, hateful, obscene, indecent, deceptive, fraudulent, malicious, or otherwise objectionable.
Illegal or restricted substances
These substances are anything federally illegal, illegal on a state level, or illegal in the jurisdiction where the message recipient is located. In some cases, the substance may be legal but subject to age or other restrictions.
- CBD
- Vaping
- Prescription medication that cannot legally be sold over-the-counter
- THC
- Marijuana/cannabis
- Psychoactive plants (e.g., Kratom)
SHAFT
SHAFT stands for:
- Sex
- Hate
- Alcohol
- Firearms (includes other weapons)
- Tobacco
SHAFT content is not allowed with Klaviyo SMS, except in certain countries where age-gating for that use case is available.
Sex
Anything overtly sexual or inappropriate in nature
Hate
Including:
- Discriminatory language
- Hate speech
- Promotion of violence
Alcohol
Alcohol includes beer, wine, rum, and other liquors.
Firearms
Including:
- Explosives
- Firearm accessories
- Ammo
- Holsters
- Targets
- Lessons
- Depictions of violence
- Weapons (e.g., tactical knives)
Tobacco
Including:
- Vaping
- Paraphernalia
Fireworks
Explosive or combustible products used for display.
Third-party lead generation
Getting express written consent to send SMS messages is a core principle to many of the rules and regulations that govern the sending of SMS messages.
Buying, selling, or sharing of consumer data is strictly prohibited. The business that obtained consent from a customer is the only business authorized to send SMS to that customer. “Cold” outreach is the solicitation of business from potential customers who have had no prior contact with the business and is strictly prohibited.
High-risk financial services
SMS messages featuring financial investment advice or tips, as well as information on loans and refinancing options, are prohibited. Carriers also prohibit messages with links to donation sites.
Legitimate financial institutions may use SMS in accordance with certain restrictions, and often leverage text alerts for suspicious card activity, appointment reminders, and other transactional messages.
Prohibited high-risk financial services message categories include:
- Cryptocurrency
- Payday loans
- Short-term high-interest loans
- Student loans
- Third-party auto or mortgage loans
Debt collection and forgiveness
Almost all debt consolidation and forgiveness efforts are prohibited for SMS and MMS.
Regarding debt collection, only the business that is owed the debt can send payment reminders to late payers, personalized messages with account details, and can follow up on payment confirmations. However, a third party cannot attempt to collect the debt for you via SMS and MMS.
Examples of prohibited use cases for debt collection and forgiveness include:
- Credit repair programs
- Debt collection from a third party
- Debt consolidation
- Debt reduction
Gambling
Gambling content is prohibited on all number types, including messages pertaining to:
- Casino apps
- Gambling websites
Multi-level marketing
Multi-level marketing (MLM) products, services, or content commonly associated with unsolicited commercial messages (spam) are prohibited. This includes:
- Multi-level marketing, network marketing and pyramid schemes
- Risk investment programs
- Work-from-home schemes
- “Get rich quick," "build your wealth," and "financial independence" offerings
Political content
Using SMS to send messages associated with a political campaign is prohibited. This includes:
- Political advertising
- Political canvassing
MM3 sends
MM3 messages are emails that result in communications with a cellular device (e.g., pagers and cell phones) in a non-email fashion such as a received text message.
The United States FCC maintains a do not email domain list here. All domains listed on this FCC page are expected to result in some form of electronic communication with the end recipient being a cellular phone device or pager. While these are email domains, emails sent to these domains are converted to SMS and this type of mobile message is expressly prohibited. Klaviyo will automatically block sends to these domains.
Direct Promotion
Direct promotion of specific SHAFT products—such as referencing a particular firearm model, alcohol brand, or explicit sexual product—is not permitted.
Examples of Prohibited Content:
- [BRAND]: Get 10% off all AR rifles today only at brand.com/ar-sale!
- [BRAND]: New rifles on sale—click here for deals!
Other Prohibited Content Includes
- Promoting Obscene or Offensive Material: Engage in, promote, or distribute content that is obscene, sexually explicit, pornographic or otherwise inappropriate.
- Also prohibited: Solicitation of sexual activity, depictions or simulations of sex acts (including how-to videos), or any sexual content involving minors.
- Avoid sending MMS with explicit imagery.
- Encouraging alcohol consumption or promoting alcohol to minors.
- Using firearms to harm individuals or promoting the illegal use or purchase of firearms
Carrier Requirements
Yes, certain carriers maintain additional restrictions for firearm-related marketing. Specifically, you may not use SMS to market any firearm or firearm parts that are not legal in all 50 states.
If a text campaign references certain restricted firearms, such as AR-style products, carriers may immediately halt all associated messaging traffic for review (Severity 0 action).
Messages must not directly promote prohibited firearms or link to web pages that facilitate the purchase of these items. However, it is permitted to include URLs in text messages as long as they do not direct users to pages selling firearms or parts that are not federally legal across the U.S.
What SHAFT Content Is Allowed
You may send promotional or transactional SMS messages about your brand as long as the content does not directly promote SHAFT products. For example, it is acceptable to advertise a general sale or direct subscribers to your full product line—without referencing specific product items. Messages must always comply with applicable federal and state laws, include required opt-out instructions, and respect local age limitations. Examples of Allowed Content:
- [BRAND]: Huge summer sale! Shop all collections online at https://brand.com.
- [BRAND]: Customer favorites are back in stock! Check them out now.
Additional resources
- How to use age-gating with Klaviyo
Learn about age-gating in Klaviyo, which may allow brands to send otherwise prohibited content via SMS in most countries where SMS is available.
- Understanding consent in profiles
Learn how to understand consent in profiles and best practices for email and SMS compliance.
- Understanding and reviewing your SMS deliverability
Learn the important aspects of SMS deliverability, including how to evaluate it and best practices.