Category

Examples

Notes
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High-risk financial services

"Third-party" means originating from any party other than the one which will service the loan.

Examples of third-party loans could include: auto, mortgage, personal, etc.

First party loan content is acceptable 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 traffic that is 2FA and/or transactional messaging. If there is a mixed use case where that is a partial aspect of the business, it may be approved based on the other use case content.

Third-party lead generation services and marketing

Any third-party use cases are strictly forbidden. Consent must be obtained directly from end-users.

Political use case customers sending SMS messages are not able to use voter registration databases to collect consent and outreach 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.

Debt collection or forgiveness

"Third-party" means originating from any party other than the one who is owed the debt. 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 to send related content may do so.

Debt consolidation, debt reduction, and credit repair programs are prohibited regardless if there is first-party consent.

“Get rich quick” schemes

Use cases in this category pertain to minimal effort for maximum and/or guaranteed financial gains. These categories in the telecoms industry produce high consumer complaints and are not permissible on carrier routes.

Illegal substances/articles

Cannabis, CBD, Kratom, or drug paraphernalia product businesses are prohibited from utilizing SMS/MMS messaging on Twilio in the US and Canada, regardless of content. These restrictions apply regardless of the federal or state legality.

All use cases for these are disallowed from sending SMS whether it contains cannabis content or not, even for 2FA purposes it is not permissible for such entities.

Prescription Drugs

Offers for drugs that cannot be sold over-the-counter in the US/Canada are forbidden, regardless if the business is a licensed professional.

Gambling

Gambling traffic is prohibited in the US and Canada on all number types (Toll Free, Short Code, Long Code).

Bingo related messages are allowed on an approved Short Code. Community or local based Bingo related messaging are also permissible on carrier networks.

"S.H.A.F.T." use cases and electronic smoking devices

Alcohol traffic is allowed on Toll Free, Short Code, and Long Code in the US, as long as proper age gating procedures are in place. Age gating means that website users must input their date of birth. It cannot be a yes or no question.

Firearms, Vape, and E-cigarettes are not allowed on Short Code, Toll Free, or Long Code regardless of age gating. Tobacco is allowed on Short Code with proper age gating procedures in place, but isn’t allowed on Long Code or Toll Free.

Gun advocacy groups/messaging does not fall under Firearms.

All age-gated content into Canada must be blocked across Toll Free, Short Code, and Long Code. The only way to send age-gated traffic into Canada (even with proper age-gating) is to receive a special carrier exemption. Allowed age gated content in Canada include: pocket knives, lighters, and non-alcoholic beverages