For 10 digit long code (10DLC), Toll Free (TFN), and Short Code (SC), certain message types and content are not allowed, while others have strict guidelines to adhere to. It is expected for all customers to refrain from engaging in disallowed content. It is also expected that when restricted content is allowed, customers follow the guidelines for each content type. Please note that any forbidden use cases listed below are not only related to the content of the message but also the business type itself.
Additional Restrictions
If a specific use case is not listed as prohibited or with guidelines here, the content may still be subject to restrictions. For example, the use of shared or free public URL shorteners is not permitted and will lead to filtering. Ensure that when using a shortened URL, it is company branded.
Messaging Categories, Examples, and Notes
The list below covers our most common messaging categories. If you need help with content that isn’t listed here, please contact our support team.
High-risk financial services
High-risk financial services
Examples:
Payday loans
Short term high-interest loans
Personal loans
Mortgage loans
Auto loans
Student loans
Secured Loan advertisements (case by case exception for messages from direct lenders)
Debt Collection
Stock Alerts
Cryptocurrency
Account-related messages from direct lenders are allowed with expressed consent. No promotional messaging or messaging from third party lenders is allowed.
"Third-party" refers to any entity other than the one providing the loan.
First party loan content is acceptable in the US if it is not promotional messaging, unless it is on an approved Short Code.
Businesses that solely operate in stocks, investing, or cryptocurrency are only permitted to send SMS messages related to two-factor authentication (2FA).
Lead generation
Lead generation
Example:
All Affiliate Marketing must be carrier approved
Any third-party use cases are strictly forbidden. Consent must be obtained directly from end-users.
Any business with a terms of service or privacy policy that mentions sharing or selling consumer data/opt-in information is considered noncompliant.
3rd party debt forgiveness
3rd party debt forgiveness
Examples:
Debt consolidation
Debt reduction
Credit repair programs
Lead generation
"Third-party" means originating from any party other than the one which will service the loan.
For example, a hospital could send messages regarding bills for its own patients, assuming they provided opt-in to receive that messaging.
While third party debt collection is not permitted, a debt collection business that has direct consent from end-users (first party) to send related content may do so.
Debt consolidation, debt reduction and credit repair programs are prohibited regardless of if there is first-party consent.
"Get rich quick" schemes
"Get rich quick" schemes
Examples:
Deceptive work-from-home programs
Risk investment opportunities
Multi-level marketing
Use cases in this category involve minimal effort for substantial and/or assured financial gains. Such cases often lead to high consumer complaints in the telecom industry and are therefore not allowed on carrier routes.
Job postings
Job postings
Example:
Exceptions permitted if the message sender is the one doing the hiring; no third-party job boards.
Third party job boards are disallowed.
Illegal substances
Illegal substances
Examples:
Cannabis, CBD and Synthetic Cannabinoids, Kratom
All Schedule 1-4 drugs. CBC (Case by Case) Exception for prescriptions - see next section.
Tobacco and Vaping--(Not Federally illegal) *Must have proper age-gate on website.
Businesses dealing with Cannabis, CBD, Kratom, or drug paraphernalia are prohibited from using SMS/MMS messaging on ClickSend in the US and Canada.
You cannot send messages about any illegal substance, regardless of its legal status in your country or state.
Prescription drugs
Prescription drugs
Examples:
TFN messages referring to any drugs that require a prescription or that cannot be purchased over-the-counter - including, but not limited to, GLP-1, GLP-1 compounds, Botox/Filler Injections, etc are NOT allowed.
10DLC messages can involve prescription drugs such as services provided in a med spa (injections/fillers) - transactional & marketing messages are allowed for this content.
10DLC messages can involve GLP-1, GLP-1 compounds, weight loss drugs - transactional messages only (OTPs/2FA, appointment reminders).
If it requires a prescription or cannot be purchased over the counter, the messages cannot be sent on TFN.
10DLC messages cannot include the prescription drug name of any of the allowed drugs. Terms such as filler, injection, and weight loss meds are acceptable.
10DLC content cannot include GLP-1, GLP-1 compounds, weight loss drug marketing messages.
Messaging involving hormone/testosterone and enhancement drugs are prohibited in the US and Canada on all number types (TFN, SC, 10DLC).
Gambling & raffles
Gambling & raffles
Examples:
Casino apps
Websites that offer gambling
Sweepstakes
50/50 Raffles
Betting/Sports picks
Gambling traffic is prohibited in the US and Canada on all number types (TFN, SC, 10DLC).
Raffle campaigns are also prohibited on all number types as the carriers see this as gambling - unless the raffles meet strict nonprofit criteria.
Bingo related messages are allowed on an approved short code and 10DLC in the US (per carrier discretion).
Community or local based Bingo related messaging are also permissible in the US (per carrier discretion).
S.H.A.F.T.
Sex
Sex
Not allowed.
Hate speech or profanity
Hate speech or profanity
Not allowed.
Alcohol
Alcohol
Example:
Only through carrier approval and "age gating".
In the US, alcohol-related messaging is permitted on all number types provided that proper age verification procedures are implemented.
Age verification must require users to enter their full date of birth, rather than simply answering yes or no.
In Canada, age-restricted content is prohibited across all number types.
Firearms
Firearms
Example:
Only through carrier approval and "age gating".
Messaging related to firearms is not allowed on any number type regardless of age verification.
Messaging related to firearm "parts" is acceptable on 10DLC in the US.
Tobacco
Tobacco
Example:
Only through carrier approval and "age gating".
In the US, tobacco and vape-related messaging is permitted on 10DLC and SC - only with proper age verification.
Age verification must require users to enter their full date of birth, rather than simply answering yes or no.
In Canada, age-restricted content is prohibited across all number types.
Charitable donations & political organizations
Charitable donations & political organizations
Examples:
Tax-exempt charity / 501(c)(3) Nonprofit organizations aimed at providing help and raising money for those in need.
Political organizations must have Campaign Verify Token
Charitable donation campaigns can be registered as Donation Campaigns on all number types in the US.
Requesting money ("text to donate") from user's audience directly is not permitted on SC.
Charitable donation campaigns are not allowed in Canada.
Agents, franchises, local branches, & restaurants
Agents, franchises, local branches, & restaurants
Example:
Brands that have multiple agents, franchises, offices, restaurants, etc. in the same brand vertical, but require individual localized numbers per agent/location/office.
Franchises/businesses with a separate EIN should register as a separate brand. This can be done on all number types.
For real estate companies that operate offices at multiple locations with multiple real estate agents where each real estate agent has their own number and manages their own text communication, consider 10DLC messaging.
For restaurants with the same name in different locations, if messaging is tailored to each location, separating Toll Free numbers and 10DLCs for each location is suggested.
Fraud, scam, phishing
Fraud, scam, phishing
Not allowed.
Messaging Regulators
Because guidelines are forever changing. Always reference details of the following:
FCC (Federal Communications Commission): An independent U.S. government agency that regulates interstate and international communications, including phone, radio, TV, satellite, and cable; The FCC creates and enforces rules that implement the TCPA, including protections against unwanted robocalls and texts.
TCPA (Telephone Consumer Protection Act): A U.S. federal law passed in 1991 to curb unwanted telemarketing calls, robocalls, and certain text messaging practices; It requires businesses to obtain proper consent before calling or texting consumers and mandates compliance with do‑not‑call rules.
CTIA (Cellular Telecommunications Industry Association): A trade association representing the U.S. wireless communications industry; CTIA does not create laws but publishes industry guidelines and best practices for mobile messaging, including SMS and MMS; Their standards influence how carriers and messaging providers manage consumer protections, spam prevention, and message deliverability.
CASL (Canada’s Anti‑Spam Legislation) is the federal law governing SMS/text messaging compliance in Canada. CRTC (Canadian Radio‑television and Telecommunications Commission) is the main body responsible for enforcing SMS and text‑message compliance under CASL. It investigates non‑compliant SMS campaigns, issues penalties and compliance orders, and monitors spam, unsolicited texts, and improper opt‑in practices.
Note: ClickSend uses CTIA messaging principles and best practices as the baseline for SMS and MMS compliance in the US and Canada. We provide guidance based on audit feedback, registration outcomes, and carrier requirements to help you get approved and remain compliant.
However, carriers have the final say on all approvals and may have additional requirements that are not publicly documented.