--- title: 5 Reasons Your Messages are Failing and How to Fix It description: 5 Main Reasons Why Your Text Messages Are Failing. The most common reason that text message campaign delivery can fail and solutions to this problem. image: https://blog.termii.com/hubfs/1_XUCaEy3aG_au2fthWEMCcA.jpeg --- [![Termii](https://blog.termii.com/hs-fs/hubfs/Logo%20Termii-05%201500px%201-1.png?width=1500&height=1501&name=Logo%20Termii-05%201500px%201-1.png "Termii")](https://blog.termii.com) Open main menu Close main menu - [Learn More About Us](https://termii.com/about) [Messaging](https://blog.termii.com/tag/messaging) [Budget cuts](https://blog.termii.com/tag/budget-cuts) [Message delivery](https://blog.termii.com/tag/message-delivery) [SMS](https://blog.termii.com/tag/sms) # 5 Reasons Your Messages are Failing and How to Fix It ![Cecilia](https://blog.termii.com/hs-fs/hubfs/1580851032195.jpg?width=45&name=1580851032195.jpg) [Cecilia](https://blog.termii.com/author/cecilia) [Share this blog post on Twitter](https://twitter.com/intent/tweet?text=I+found+this+interesting+blog+post&url=https://blog.termii.com/5-reasons-your-messages-are-failing-and-how-to-fix-it) [Share this blog post on Facebook](http://www.facebook.com/share.php?u=https://blog.termii.com/5-reasons-your-messages-are-failing-and-how-to-fix-it) [Share this blog post on LinkedIn](http://www.linkedin.com/shareArticle?mini=true&url=https://blog.termii.com/5-reasons-your-messages-are-failing-and-how-to-fix-it) ![](https://blog.termii.com/hubfs/1_XUCaEy3aG_au2fthWEMCcA.jpeg) SMS is the most effective way for businesses to communicate with their customers. According to [99firms](https://99firms.com/blog/sms-marketing-stats/#gref), the average open rate for text message campaigns is 98% compared to the 20% available email rate, while response rates are 295% higher than phone call response rates. How is it possible to benefit from this advantage if messages are not being delivered as desired? With every country and mobile operator having fluid regulations about what type of traffic is allowed or considered illegal, SMS communication can be tricky for big and small brands. In this article, we will highlight the possible reasons messages fail and touch on critical criteria to help make better decisions in reaching and engaging your audience. Here are five core reasons why your messages are failing: **1. Carrier/Content Filters** Mobile operators use spam filters to block messages to prevent spammers and protect their subscribers. Two reasons why messages are blocked and how to minimize the impact of these filters: - Operators scan the traffic and search for keywords that might indicate that the traffic is illegal. Messages which are political, religious, or sexual in nature will more likely be filtered. To minimize the chances of messages being blocked, be sure to send solely valid and legal traffic and also avoid words that may be sensitive. - Some operators also attempt to block recurring messages that enter their network. By doing so, they block all A2P, Application-to-Person messages (SMS messages sent from a web application to a subscriber like verification codes, user notifications, and marketing messages), leaving out only P2P, Person-to-Person messages (SMS messages enabled by mobile phone numbers.) To reduce the possibility of getting your traffic caught by this filter, try sending messages through [A2P-enabled routes.](https://www.termii.com/) Making random content for your messages can also minimize the chances of being caught in these routes. **2. The validity of the number** The most common reason for failed messages is when the number is not valid or does not exist. Other reasons a number is considered invalid include: - No country code on the phone number. - The phone number is ported to a new network or is invalid. “The reason for this is that these network providers and the NCC do not have an updated database for numbers. When you send messages, and the network tries to deliver them but finds no synergy between the network and the number, the message gets lost.” - The phone number is a landline, and such phones do not support SMS. Messages to such numbers would certainly not get delivered. **3. Government Regulations** Governments in different countries have different rules concerning message delivery. For example, the Do-not-Disturb feature is implemented to block some specific messages or sender IDs from delivering. **4. Routing Factors** While most messages are sent through routes directly to the appropriate phone numbers, some messages may be sent to a particular network provider that does not allow the delivery of a message. If automatic rerouting services are not put in place, the delivery of such messages may fail entirely. **5. If the User is out of Reach** Mobile operators generally work with a [**store and forward**](https://en.wikipedia.org/wiki/Store_and_forward) model in which messages are kept and sent at a later time to the final destination (from 48 to 72 hours). If the number remains unavailable for this period, then the message will be discarded. Despite all of these challenges, Termii has adapted to provide one of the most robust global services available on the market. Our advanced technology, Insights with detailed customer status analytics, and cross-channel delivery that automatically routes messages to alternative channels allow Termii to ensure timely delivery of all of your most important text messages. To learn more about how you can leverage Termii’s SMS solutions to improve your message deliverability and measure your ROI, please click [**here**](https://www.termii.com/)**.** ![Cecilia](https://blog.termii.com/hs-fs/hubfs/1580851032195.jpg?width=150&name=1580851032195.jpg) #### Cecilia Cecilia has been writing with Termii for two years. Her articles appear on e-zine sites including Medium.com. Her educational background in Literature-in-English and experience working with Termii has given her a broad base from which to approach many topics. She contributes articles about communication and customer engagement techniques regularly to Termii.medium.com. Her articles focus on getting it right with engaging customer communications while leveraging Termii's messaging tools. Learn more about how Cecilia's articles could grow your business by visiting termii.medium.com ### Leave a Comment ## Related Articles [![Everything You Need to Know About Message Characters](https://blog.termii.com/hubfs/art.jpg)](https://blog.termii.com/everything-you-need-to-know-about-message-characters?hsLang=en) [SMS](https://blog.termii.com/tag/sms) [Bulk SMS](https://blog.termii.com/tag/bulk-sms) [Communication](https://blog.termii.com/tag/communication) [Content Marketing](https://blog.termii.com/tag/content-marketing) [SMS Marketing](https://blog.termii.com/tag/sms-marketing) ### [Everything You Need to Know About Message Characters](https://blog.termii.com/everything-you-need-to-know-about-message-characters?hsLang=en) Are you aware that the amount of message parts you send determines the costs of your message to your contacts? In this article, I’ll tell you everything you need to know... [Oluwapamilerinayo Eniolorunda](https://blog.termii.com/author/oluwapamilerinayo-eniolorunda) [Read More](https://blog.termii.com/everything-you-need-to-know-about-message-characters?hsLang=en) [![](https://blog.termii.com/hubfs/dnd%20service.jpeg)](https://blog.termii.com/the-dnd-service-in-nigeria-everything-you-need-to-know?hsLang=en) ### [The DND service in Nigeria — Everything you need to know](https://blog.termii.com/the-dnd-service-in-nigeria-everything-you-need-to-know?hsLang=en) DND simply means “Do Not Disturb.” It is a service put out by the NCC (Nigerian Communication Commission) in order to protect subscribers from unsolicited text messages.... ![Cecille Abegunde](https://app.hubspot.com/settings/avatar/6539293495ddd6443ce11028fe008f5b) [Cecille Abegunde](https://blog.termii.com/author/cecille-abegunde) [Read More](https://blog.termii.com/the-dnd-service-in-nigeria-everything-you-need-to-know?hsLang=en) Over 20,000+ businesses in Africa use Termii to both verify, authenticate and engage their customers easily. Termii is free to integrate and easy to set up. Try us out today.   --- ## © 2024 All Rights Reserved. Termii Group ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Cecilia", "url" : "https://blog.termii.com/author/cecilia" }, "dateModified" : "2022-08-12T09:50:02.168Z", "datePublished" : "2022-08-12T09:50:02.000Z", "headline" : "5 Reasons Your Messages are Failing and How to Fix It", "image" : [ "https://blog.termii.com/hubfs/1_XUCaEy3aG_au2fthWEMCcA.jpeg" ], "mainEntityOfPage" : { "@id" : "https://blog.termii.com/5-reasons-your-messages-are-failing-and-how-to-fix-it", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.termii.com/hubfs/Logo%20Termii-05%201500px%201-1.png" }, "name" : "Termii Inc" } } ```