Message Content Guidelines

Ensure excellent deliverability by following appropriate content guidelines

Swell and its communication network partners have implemented safeguards to filter messages that may be related to spam, fraud, or abuse. The following guidelines, while not exhaustive, can help you ensure that your messages are delivered effectively

Foundational Best Practices

  • Always obtain consent from your recipients before sending them text messages.
  • Include a brief message when sending links and images. A message that is just a link or just an image is more likely to be filtered.
  • When using message templates, use variables to include the name of your brand or location, and optionally the name of the recipient. This makes it clear who the message is from and who it's intended for.
  • Proofread for accurate spelling and grammar.
  • Use alternate channels such as a phone call or email when you need to discuss sensitive or restricted topics.
  • Avoid using link shorteners (, TinyURL) to share links, as these are likely to be blocked. Swell can create custom short links for you in Review templates and for attaching files to messages.

Prohibited Content

Messaging about the following topics is not supported in Swell:

  • Any message that the recipient has not opted in to receive.
  • Offers for prescription drugs
  • Illegal drugs/paraphernalia
  • Tobacco and vaping/E-ciggs
  • Alcohol
  • Cannabis (regardless of jurisdiction)
  • Firearms
  • Fundraising (e.g. GoFundMe)
  • Investment platforms and cryptocurrency
  • High-risk financial services
  • Debt services, including debt collection, reduction, consolidation, etc.
  • Gambling
  • Get-rich-quick schemes, pyramid schemes, multi-level marketing (MLM), etc.
  • Third-party lead generation and affiliate marketing
  • Emergency services (i.e. 911-type communications)

Special Cases

The following industries and topics are subject to special requirements. Please reach out if we can assist with guidance for your particular use case:

  • Charity/Nonprofit
  • K-12 Education
  • Political organizations
  • Social/public figures
  • Sweepstakes
  • Lending

Guidelines for communication about direct lending

Banks, credit unions, and mortgage lenders can discuss direct lending with contacts who have provided consent, but special steps must be taken during your business registration. If you are in this category, please work with your Customer Success representative to ensure that you are registered for sharing lending content.

Communicating about most other financial services, such as payday loans, student loans, third-party loans, etc. is prohibited.