Text Messaging Best Practices

Get Consent
Ensure recipients have explicitly agreed to receive messages from you. This is the single most important step to both ensure A2P 10DLC compliance and significantly lower your opt-out rates. Consent can be granted or denied when filling out an application on the Carers Page/Job Board as well as via SMS keyword.

Incorporate Your Organization’s Identity
Include your agency or company name in your messages. This not only reinforces your brand but also helps communicate that the message is legitimate and trustworthy for the recipient.

Clearly State the Purpose
Provide clear context for why you are reaching out. Whether it's a job update, interview scheduling, employee reminders, etc. clarity prevents confusion and helps ensure your message is well-received.

Maintain Consistency with a Single Number
While your agency can have multiple numbers active, candidates would likely react more positively hearing from a single point of contact within your organization. They may be more likely to opt-out or complain if they receive multiple, similar messages from different numbers within the same company, especially within a shorter period of time.
Use a single number to streamline your messaging strategy for each candidate or client to enhance the recipient's experience. Avoid distributing a campaign across multiple numbers, a practice known as "snowshoeing," which can lead to your messages being blocked.

Include an Opt-Out Option
It's recommended to periodically remind recipients that they can opt out of receiving messages by including an opt-out option, like "Reply STOP to unsubscribe," in every fourth or fifth automated message.

Promotional Language
Steer clear of words and phrases that might sound too sales-oriented or too good to be true, like "NOW!", "Free," "Exclusive opportunity," "IMMEDIATE OPENING!," "Dream job awaits," "Act fast," etc. This wording may not only trigger spam filters but can also undermine the professional tone of your communication.

Vague Calls to Action
Always provide context for your requests. Ambiguous messages can confuse recipients and may be ignored or flagged as spam.

Generic URL Shorteners
Use URLs with domains that are clearly associated with your business (i.e. yourcompany.com) to reduce suspicion and avoid being marked as spam. It's especially recommended to avoid using public or shared URL shorteners like Bitly or TinyURL due to their common association with spam and phishing. While using the full URL is preferred, using a branded short URL is acceptable for delivering custom links.

Deceptive Practices
Ensure all messaging is in line with FTC’s Truth In Advertising rules. Misleading content is not only unethical but also illegal.

SHAFT Content
Messages should not involve or relate to sex, hate, alcohol, firearms, or tobacco. U.S. laws strictly prohibit content that falls under these categories.

Use a Conversational Tone
Write messages as if you were speaking to someone in person, avoiding slang or unconventional spelling/grammar that can make messages hard to understand or appear unprofessional.

Avoid Unnecessary "Inside" Terminology
Remember that a recipient’s understanding of abbreviations and jargon may not match your own. Highly technical language or industry-specific vocabulary can lead to confusion and frustration. Use simple, concise language that can be widely understood.

Set Frequency Expectations
Inform recipients about the expected frequency of messages from the outset to avoid surprises and manage expectations (e.g., "Expect monthly updates on new job openings").