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Texting Best Practices to Avoid Blocked Messages and Get Replies

Keep your text messages compliant, deliverable, and effective with carrier-friendly texting habits in the Sierra Interactive CRM.

Summary

Text messaging is one of the fastest ways to reach leads, but carriers actively filter messages for spam, frequency, and compliance issues. This article covers the texting habits that keep your messages out of carrier filters — and the safeguards Sierra and Twilio provide behind the scenes.

Table of Contents

  1. Why This Matters
  2. Before You Begin
  3. Texting Best Practices
  4. What Sierra and Twilio Do Behind the Scenes
  5. Tools & Resources
  6. Troubleshooting Common Issues
  7. FAQs

Why This Matters

Sierra uses Twilio, a carrier-grade messaging platform, to power all text communication. Because carriers monitor and filter business texting, how you text directly affects whether your messages arrive:

  • Every message is subject to carrier filtering — spam checks, frequency checks, and opt-out monitoring.
  • When a carrier blocks or rejects a message, the error code comes directly from Twilio.
  • Business registration (A2P 10DLC in the U.S.) flows through Twilio and improves deliverability and trust.
  • Sierra adds safeguards like automatic opt-in and opt-out language, keeping your messages compliant while maximizing replies.

For more information on compliance visit: Ensure Compliance with Text Messaging Regulations Using Sierra 

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Before You Begin

Two requirements apply before you send any promotional text:

  • Written consent is required. Under TCPA (U.S.), CASL (Canada), and Twilio's messaging policy, leads must explicitly opt in before receiving promotional texts. Pre-checked boxes do not count as consent. Imported leads must have documented consent on file.
  • Your business should be registered. A2P 10DLC registration (U.S.) verifies your business with carriers and significantly improves deliverability. Unregistered numbers are far more likely to be filtered.

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Texting Best Practices

1. Collect Written Consent via Lead Capture Forms

  • Use website forms, landing pages, or property inquiries with explicit opt-in language.
  • Example: "Enter your name and phone number to get new listing alerts. By submitting, you consent to receive texts from [Your Company]. Reply STOP to unsubscribe."

2. Introduce Yourself Clearly

  • Include your name, company, and purpose in every new conversation.
  • Example: "Hi John, this is Sarah from Coastline Realty. Thanks for signing up on my site! Let me know if you're still looking in Tampa. Reply STOP to unsubscribe."
  • Carriers and recipients are more likely to trust messages that clearly identify the sender.

3. Include Opt-Out Language (Sierra Auto-Appends)

  • Sierra automatically appends opt-out instructions for new leads.
  • Example: "Reply STOP to unsubscribe. – [Office Name]"
  • The opt-out language is sent on the first message and repeated every 30 days until the lead replies.
  • For more information on opt-out language visit: Opt-In Consent and Opt-Out Messages for Compliant Texting 

4. Keep Texts Short and Relevant

  • Use the Text Segment Counter to stay within 1–2 SMS segments (roughly 160 characters).
  • Avoid filler, emojis, and multi-segment messages.
  • Tie messages to recent lead activity, like saved searches or contact form submissions.

5. Text at the Right Time and Frequency

  • Text only during business hours — 8 AM to 8 PM in the lead's local time.
  • Respond after hours only if you're in an active conversation.
  • Limit unengaged leads to 1–2 texts per week, then adjust based on reply rates and opt-outs.

6. Avoid Spam Triggers

  • Skip words and phrases carriers flag, such as "Buy now," "Offer," "Free," and "Click here now!"
  • Avoid ALL CAPS, excessive punctuation, and free URL shorteners.
  • Use branded links and clean, professional language.

7. Be Strategic with Bulk Texting

8. Audit Your Campaigns Regularly

  • Monitor opt-out spikes, delivery drops, and engagement rates.
  • Remove unresponsive or inactive leads to protect your number's reputation.
  • Review automated campaigns for repetitive or outdated language. For template guidance, see Best Practices for Text Message Templates.

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What Sierra and Twilio Do Behind the Scenes

While you focus on writing effective messages, Sierra and Twilio work together to:

  • Enforce opt-in and opt-out compliance automatically.
  • Register your business with carriers via A2P 10DLC.
  • Provide reporting on delivery rates, error codes, and opt-outs.
  • Flag risky language with spam-content filters.

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Tools & Resources

 ⚠️ Third-party sites and tools may change without notice. If a link doesn't work as expected, check the vendor's website directly. 

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Troubleshooting Common Issues

  • Texts aren’t delivering
    Review the Twilio error code on the message, remove spam-trigger language, and confirm the lead opted in. See Understanding What It Means When a Text Message to a Lead Is 'Undelivered'. 
  • Error 30007 keeps appearing.
    This error means a carrier filtered your message. Clean up your content, scrub inactive leads, reduce frequency, and confirm your A2P 10DLC registration. For a full walkthrough, see Resolving Twilio Error 30007. 
  • Opt-out rates are climbing.
    Reduce your sending frequency, personalize your messages, and focus outreach on active, engaged leads.

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FAQs

  • Do I need consent to text a lead?
     Yes. Written, explicit consent is required under TCPA, CASL, and Twilio messaging policy.
  • How often should I text?
     Start with 1–2 texts/week for unengaged leads; adjust based on engagement and opt-out rates.
  • Why are links sometimes blocked?
     Free URL shorteners are often blocked. Use Sierra tracking links or your own domain.
  • How can I improve replies?
     Keep messages short, relevant, and personalized. Trigger messages based on lead activity.
  • How can I check my number’s health?
     Monitor delivery rates, Twilio error codes, and opt-out trends in Sierra. Register numbers with Free Caller Registry or First Orion for added protection.
  • Why regulates texting?

    FCC – Oversees U.S. regulations via the TCPA, FTC – Prevents misleading or deceptive marketing, TCPA – Requires written consent before texting U.S. consumers, CASL – Canada’s anti-spam law, Mobile Carriers – Use algorithms to block unwanted traffic

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