Overview
Shortening URLs in SMS messages helps save valuable character space, allowing you to include
more content in your message. However, it’s important to understand the rules surrounding URL
shorteners to avoid having your messages blocked by mobile carriers. This article covers the best
practices for using shortened URLs in SMS marketing, the risks of commercial shorteners, and
how private shorteners can improve message deliverability.
Next, learn more about Understanding SMS Segments & Related Costs to see how segments affect your messaging and costs.
Recommended Practice: Use Libro-Provided URLs
When creating an SMS marketing campaign, we highly recommend using the URL provided
by Libro. This URL can be added to your message using a variable, which ensures that the link
is trusted by carriers and adheres to their guidelines. By using the Libro-generated URL, you
reduce the chances of your message being blocked and improve overall deliverability.
If You Choose to Use a Shortened URL: What to Avoid and Recommendations
If you opt to use a shortened URL, it’s essential to follow best practices to avoid delivery issues. Here’s what you need to know:
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Avoid Commercial Link Shorteners: Public services like Bit.ly, TinyURL, and Owl.ly are frequently associated with spam, making them likely to trigger blocks by mobile carriers. Using these services could result in your messages being undelivered.
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Use Private or Branded Shorteners: Instead of commercial shorteners, opt for a private link shortener that uses a custom domain tied to your business. For example, TextPower offers a private shortener ("txts.cc") with options for custom URLs (e.g., "txts.cc/UtilityCo-OutageMap"). These URLs are more likely to be trusted by carriers and recipients, helping ensure successful message delivery.
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Limit Redirects: Keep your shortened URL simple and avoid multiple redirects, as this can confuse both users and carriers, increasing the chances of your message being blocked.
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Use Full-Length URLs When Necessary: While shortening links saves space, full-length URLs are less likely to be flagged as spam. If you're sending important links, it might be better to use the complete URL even if it means the message requires multiple segments.
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Minimize URL Tracking: While tracking links can help measure the success of a campaign, excessive tracking or redirecting can cause delivery problems. Make sure to use minimal tracking and, when possible, branded domains for your URLs.
By adhering to these guidelines, you can maintain a high level of trust with mobile carriers and ensure that your SMS campaigns are delivered successfully.