Depending on when you were born, the word SHAFT usually conjures up memories of Richard Roundtree or Samuel L. Jackson playing the role of private detective John Shaft. In the SMS marketing world, that word takes on a whole new meaning. The CTIA is an association of mobile carriers and other major players in the who help establish rules and best practices for the mobile industry. The CTIA created a policy around SHAFT which all marketers must abide by.
SHAFT is an acronym that stands for sex, hate, alcohol, firearms and tobacco. Any SMS marketing message with content or a call-to-action directly related to these categories will be suspended and placed under review. Repeat offenders will have their accounts suspended and banned immediately. While immediate suspension may sound drastic, SHAFT violations are listed in the highest severity category of offenses so we at Sire Mobile do everything we can to protect our clients.
We’ve experienced many legitimate text marketing campaigns who have been flagged under shaft. For example, a local restaurant unknowingly promoted a call to action which included “50% off beer and wine.” We worked with the client and help adjust the campaign to state “50% off specials during happy hour” to ensure compliance. Our team is here to help you remain compliant and guide you to success. In short, we don’t want you to get SHAFTed.
If you have any questions about any particular campaign, feel free to reach out so we can help you navigate the process.