Legal

SMS Guidelines

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

  • Send no more than 50 messages per originating number per minute
  • 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
  • For higher volumes (more than 50 messages per minute), evaluate High Volume SMS solution: up to 60 messages per minute for long code numbers, and 180 messages per minute for toll-free numbers

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 request SMS from you. Separate consent required for each campaign or message type. Marketing or promotional messages require express prior written consent.

Consent methods include web forms clearly explaining SMS opt-in or users sending messages to your number. Double opt-in is recommended. Must log and track consent, opt-ins, and opt-outs. Carriers may request proof of opt-in including process overview. Failure to ensure opt-in 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.

Prohibited Campaigns

The following use cases are strictly prohibited:

  • Loan and mortgage advertisements
  • Credit repair offers
  • Debt relief offers
  • Debt collection attempts
  • Work from home advertisements
  • Secret shopper advertisements
  • Political advertisements and messages
  • Alcohol, tobacco, or firearms advertisements
  • Pharmaceutical, vitamin, or drug advertisements
  • Similar campaigns

Additionally, these business types are prohibited from using SMS regardless of message content, consent, or usage method:

  • Companies providing indirect lending, short-term high-interest loans, payday loans, or student loans
  • Companies offering stocks, bonds, cryptocurrency, or investment opportunities
  • Companies engaging in gambling or sweepstakes
  • Companies providing credit repair, debt relief, debt collection, or tax relief
  • Companies promoting work-from-home or multi-level marketing
  • Companies promoting, selling, or referencing alcohol, tobacco (including vape), firearms, or fireworks
  • Companies promoting controlled substances (including marijuana/cannabis) regardless of legality
  • Companies promoting Kratom or similar substances regardless of legality
  • Companies buying, selling, or sharing SMS opt-in or phone numbers with third parties
  • Companies engaging in third-party affiliate/lead generation or information collection for loan/service providers

Note: Plura is currently unable to offer exceptions to the above prohibited campaigns. Similar messages may be blocked by Plura or carriers. Certain messages may be blocked accidentally; individual brand IDs and campaign-specific registration are recommended.

Prohibited Content

The following message content is strictly prohibited and may result in service blocking or suspension:

  • Messages engaging in illegal activity or violating terms of service/acceptable use policy
  • Messages promoting pornographic or adult entertainment regardless of legality
  • Messages containing violence, hate speech, threatening, abusive, harassing, defamatory, libelous, deceptive, or fraudulent behavior
  • Messages referencing controlled substances including marijuana/cannabis regardless of legality
  • Messages containing third-party affiliate/lead generation links
  • Messages with obfuscated links misleading readers or contrary to message text expectations
  • Messages structured to evade policy or carrier policies (misspelling, uncommon capitalization, snowshoeing)

Plura reserves discretionary rights to expand this list or determine messages prohibited 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.