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Forbidden Messaging Use Cases in the US and Canada (10DLC, Toll-Free, and Short Code)

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Written by Customer Success

Overview

Mobile carriers and industry guidelines (such as CTIA standards) restrict certain types of messaging traffic across the United States and Canada.

These restrictions apply to all major messaging number types, including:

  • 10DLC (long code)

  • Toll-Free numbers

  • Short Codes

Sending messages that fall into prohibited categories can lead to carrier filtering, increased error rates, or suspension of messaging capabilities.

This article outlines message types that are not supported on Telnyx messaging services to help you stay compliant and maintain deliverability.

Prohibited Message Categories

The following message categories are not permitted across US and Canada messaging channels.

Illegal Products and Substances

Messages promoting or facilitating the sale of illegal goods are not allowed, including:

  • Controlled or prescription drugs without proper authorization

  • Substances that are not legally approved for sale

  • Unregulated or prohibited supplements

These restrictions apply regardless of business licensing status.

Cannabis, CBD, and Related Products

Messaging related to cannabis, CBD, hemp-derived products, and related accessories is prohibited across all US and Canada messaging channels, regardless of state or provincial legalization status. This includes:

  • Dispensary promotions, menus, or delivery services

  • CBD wellness or supplement products

  • Cannabis-adjacent products (pipes, vaporizers, grinders) when marketed alongside cannabis

  • Marijuana delivery or pickup notifications

Carriers filter cannabis-related content at the network level. State-level legalization does not override carrier messaging policies.

Gambling and Betting

Messaging related to gambling is generally not supported, including:

  • Online casinos or gambling platforms

  • Sports betting or wagering services

  • Betting tips or odds promotion

Some exceptions may exist for approved short code programs, but these require prior carrier approval.

SHAFT Categories

Carriers commonly restrict messaging tied to categories known by the acronym SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco):

  • Sex: Adult content or services

  • Hate: Hate speech or discriminatory content

  • Alcohol: Conditionally restricted — may be permitted in certain US cases with appropriate age verification and compliance controls, but policies vary by carrier

  • Firearms: Weapons and related products — strictly prohibited across standard messaging channels

  • Tobacco: Including vape, e-cigarette, and related products — strictly prohibited across standard messaging channels

Important Notes

  • Messaging related to firearms, tobacco, or vaping products is not permitted across standard messaging channels.

  • Alcohol-related messaging may be allowed in certain cases in the US with appropriate age verification and compliance controls, but policies vary by carrier.

  • Canadian carriers enforce additional restrictions on alcohol-related content.

Age-Restricted Content (Canada)

Canadian carriers enforce stricter rules for age-sensitive content:

  • Content intended for restricted audiences must not be sent without explicit approval

  • Additional registration or exemptions may be required before sending

Deceptive or High-Risk Content

Messages that could be considered misleading, abusive, or fraudulent are prohibited. This includes:

  • Phishing or impersonation attempts

  • Misleading financial offers or "guaranteed" returns

  • Cryptocurrency schemes, ICO promotions, or high-risk investment opportunities

  • Lead generation practices that obscure intent

  • Any content designed to manipulate or deceive recipients

Restricted Business Models

Certain business types are not supported for messaging, even if individual messages appear compliant. These may include:

  • Securities or stock trading services, including day-trading alerts, stock tips, or real-time market signals

  • SEO (Search Engine Optimization) services and link-building outreach campaigns

  • Businesses operating primarily in prohibited verticals (e.g., gambling or adult services)

  • Debt collection agencies and payday lending services

  • Use cases attempting to evade carrier or regulatory safeguards

  • Third-party traffic or passthrough messaging sent on behalf of unregistered businesses without proper campaign registration

Carriers evaluate both message content and overall use case when determining compliance.

Additional Compliance Considerations

Links and URLs

  • Avoid using generic or public URL shorteners (bit.ly, tinyurl, etc.) — these are frequently flagged by carrier filters and are a major source of message blocking

  • Use branded, recognizable domains to improve trust and reduce filtering risk

  • If you need short links, use a branded short domain (e.g., yourbrand.co) rather than a public shortener

  • Ensure all linked pages are live, accessible without login, and consistent with your registered use case

Consent and Opt-In

  • All recipients must provide clear and verifiable consent before receiving messages

  • Messaging must align with registered use cases (e.g., A2P 10DLC campaigns)

Carrier Enforcement

Carriers may take action based on:

  • Message content and classification

  • End-user complaints or opt-out rates

  • Sending patterns and traffic anomalies

Enforcement can occur even if content is not explicitly listed above. For the full carrier messaging guidelines, see the CTIA Messaging Principles and Best Practices.

Best Practices

To maintain compliance and optimize deliverability:

  • Register your messaging campaigns where required (e.g., 10DLC)

  • Clearly identify your brand in each message

  • Provide transparent opt-in and opt-out mechanisms

  • Use compliant language and avoid misleading claims

  • Send only relevant, expected communications to opted-in users

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