With the recent increase in content filtering from major phone carriers, we updated the Connect analytics to reflect the number of messages in a campaign that are filtered by the carrier because of content. This update adds an additional metric to your existing Connect Analytics called Carrier Filtered.
This new piece of SMS Analytics will be in the columns related to your Connect messages. This metric represents the number of messages in a given campaign that the cellular carrier filtered from reaching your customers. The intention is that this count will help with understanding which campaigns are ultimately filtered by cellular carriers and allow for the adjustment of content to increase for future campaign delivery.
Terms Related to Carrier Filtering
We have identified terms that increase the chance for carrier filtering. These terms are inconsistent unless mentioned otherwise but have been identified as increasing carrier filtering. We will update this list as we confirm more terms and their affects on messages reaching your customers. The list is as follows:
- Pre-rolls (Confirmed)
- 4 grams
- 500mg Vape Carts
- Price 1/8th
When creating a Connect message you’ll want to do your best to use more general terms. The term “pre-roll” or a variation like preroll is unique to the cannabis industry enough that cell carriers have identified it as a term they want to filter. For other words that are more vague like vape, strain or even flower, there’s less consistent filtering since they could be related to other business. "Joint" would be a better word to use instead since it is less cannabis specific.
After writing a message, review the terminology to make sure the language is broad enough. If you see success with the deliverability of these campaigns, you can adjust your language to introduce some cannabis words. The frequency of those within a message can trigger filtering, so it is best to use them sparingly. With the ability to see the number of messages filtered by the carrier, you’ll be able to view how the content of your messages can affect deliverability by the phone carrier.
We will provide updates to this article as we continue to work with cellular carriers and as we understand more terms related to carrier filtering.