Date Last Revised: July 7, 2025
As a participating TCR CSP, Plura commits to eliminating spam, phishing, and fraudulent messages in accordance with CTIA messaging guidelines, the Short Code Monitoring Handbook, T-Mobile’s Code of Conduct, and AT&T’s Code of Conduct. These policies apply to SMS/MMS solutions sent via the Plura App, third-party providers, or API. Additional regulations may apply; consult legal advisors for specific obligations.
Enhanced Business SMS
Use of Enhanced Business SMS must comply with Plura’s Terms of Service and Acceptable Use Policy.
Guidelines
- Capture written consent of recipients before sending marketing, promotional or informational messages
- Do not use purchased lists or third-party generated lead lists
- Provide clear opt-out instructions on informational, marketing, or promotional messages
- Avoid using link shorteners and non-branded domains for embedded links
- Complete required TCR registration prior to sending SMS messages
- Throughput limits vary based on your TCR registration type and number class. Contact your account team for your specific sending limits and infrastructure recommendations.
Automated Messaging
Automated SMS may be used through Plura tools, third-party integrations, and APIs. Must only be sent from numbers linked to TCR campaigns designated for automated messaging. Requires express and logged consent per CTIA guidelines. Promotional messages require express, written, and logged consent. All automated messages must include opt-out language (e.g., “Reply STOP to end”) and honor all opt-out requests.
Opt-in / User Consent
Before sending an SMS message to any number you must have their express consent to do so. Implied consent is insufficient outside immediately responding to received messages. Purchasing opt-in lists is not acceptable. Users must actively opt in to receive messages from you. Separate consent is required for each campaign or message type. Marketing or promotional messages require express prior written consent.
Accepted consent methods include web forms with clear SMS disclosure language, Trusted Form certificates, single opt-in with documented proof of consent, or any opt-in mechanism that meets CTIA standards. You must log and track all consent events, opt-ins, and opt-outs. Carriers may request proof of consent including a process overview. Failure to maintain valid opt-in documentation may result in blocking or suspension by carriers or Plura.
Opt-out
You must provide a clear way for users to opt out of your SMS messages, via text. CTIA guidelines mandate honoring command keywords including STOP and UNSUBSCRIBE. Instructions must appear on informational or promotional messages. Long-code and toll-free SMS (outside High Volume SMS) require manual opt-out management and tracking.
Regulated Industries and Enhanced Review
Certain industries are subject to heightened carrier scrutiny and require enhanced TCR campaign registration, additional compliance documentation, and pre-approval before sending. If your business operates in a regulated or carrier-monitored industry, contact your Plura account team before launching SMS campaigns to ensure proper registration and compliance alignment.
Campaigns involving deceptive, misleading, or fraudulent representations are prohibited regardless of industry. Plura reserves the right to require additional documentation or decline campaigns that cannot be properly registered under current TCR standards.
Prohibited Campaigns
The following campaign types are prohibited on the Plura platform:
- Political advertisements and electoral messaging
- Secret shopper and work-from-home recruitment schemes
- Sweepstakes, gambling, or games of chance
- Alcohol, tobacco (including vape products), or firearms advertisements where prohibited by carrier policy
- Controlled substances including cannabis and marijuana regardless of local legality
- Pornographic or adult entertainment content
- Third-party affiliate lead generation where the recipient did not consent to third-party contact
- Campaigns designed to evade carrier filtering (snowshoeing, deliberate misspelling, obfuscated links)
Prohibited Content
The following message content is prohibited and may result in service blocking or suspension:
- Content that engages in, promotes, or facilitates illegal activity
- Violence, hate speech, threatening, abusive, harassing, defamatory, or fraudulent content
- Links that mislead recipients or do not match the context of the message
- Content structured to evade carrier filtering through misspelling, uncommon capitalization, or other obfuscation techniques
Plura reserves the right to expand this list or make determinations about prohibited content at any time.
Carrier Fees and Account Restrictions
Accounts violating Plura or carrier rules may face reduced deliverability, additional registration requirements and fees, service suspension, or termination plus fines and penalties passed through Plura by carriers. Users are responsible for awareness of additional restrictions, policy changes, regulations, and laws applicable to recipient numbers.