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Original
2026-01-01
Modified
2026-03-10
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<p>While<strong>S.H.A.F.T.</strong>is in origin a US English acronym, it is used across the SMS marketing industry to denoted prohibited content, and stands for sex, hate, alcohol, firearms, and tobacco. These are categories that carriers typically will not allow, or will only allow with specific safeguards in place.</p>
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<p>While<strong>S.H.A.F.T.</strong>is in origin a US English acronym, it is used across the SMS marketing industry to denoted prohibited content, and stands for sex, hate, alcohol, firearms, and tobacco. These are categories that carriers typically will not allow, or will only allow with specific safeguards in place.</p>
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<p>Using terms related to S.H.A.F.T. in your<a>SMS marketing campaigns</a>could lead to heavy filtering or blocking of your messages by<a>wireless service providers</a>.</p>
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<p>Using terms related to S.H.A.F.T. in your<a>SMS marketing campaigns</a>could lead to heavy filtering or blocking of your messages by<a>wireless service providers</a>.</p>
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<h2>Understanding S.H.A.F.T. categories</h2>
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<h2>Understanding S.H.A.F.T. categories</h2>
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<p>The CTIA defines the S.H.A.F.T. categories as follows:</p>
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<p>The CTIA defines the S.H.A.F.T. categories as follows:</p>
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<p>While you can’t send S.H.A.F.T.-related content using a<a>toll-free number</a>, you can send<em>some</em>S.H.A.F.T.-related content through designated<a>short codes</a>-specialised phone numbers used for sending one-way messages. Before you do that, get<a>explicit consent</a>from your<a>subscribers</a>and provide a seamless opt-out process. Note that firearms and most tobacco will be blocked even on a shortcode.</p>
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<p>While you can’t send S.H.A.F.T.-related content using a<a>toll-free number</a>, you can send<em>some</em>S.H.A.F.T.-related content through designated<a>short codes</a>-specialised phone numbers used for sending one-way messages. Before you do that, get<a>explicit consent</a>from your<a>subscribers</a>and provide a seamless opt-out process. Note that firearms and most tobacco will be blocked even on a shortcode.</p>
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<h3>S.H.A.F.T. exceptions</h3>
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<h3>S.H.A.F.T. exceptions</h3>
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<p>Marketing sex, alcohol, and tobacco through<a>SMS</a>or<a>MMS</a>comes with some important restrictions. Brands need to implement an age gate to restrict access based on the subscriber’s age.</p>
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<p>Marketing sex, alcohol, and tobacco through<a>SMS</a>or<a>MMS</a>comes with some important restrictions. Brands need to implement an age gate to restrict access based on the subscriber’s age.</p>
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<p>An age gate means asking people to enter their date of birth before they can access your content. The age gate should deny access if the subscriber is underage (below 21).</p>
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<p>An age gate means asking people to enter their date of birth before they can access your content. The age gate should deny access if the subscriber is underage (below 21).</p>
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<h2>The consequences of violating S.H.A.F.T. principles</h2>
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<h2>The consequences of violating S.H.A.F.T. principles</h2>
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<p>If you violate S.H.A.F.T. principles,<a>carriers</a>could take a variety of corrective actions, the most common being a sending disruption or message filtering. Non-compliance with S.H.A.F.T. policies could also result in:</p>
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<p>If you violate S.H.A.F.T. principles,<a>carriers</a>could take a variety of corrective actions, the most common being a sending disruption or message filtering. Non-compliance with S.H.A.F.T. policies could also result in:</p>
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<ul><li>Fines</li>
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<ul><li>Fines</li>
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<li>Permanent blocking by the<a>carriers</a></li>
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<li>Permanent blocking by the<a>carriers</a></li>
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<li>Suspension of your toll-free number or short code</li>
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<li>Suspension of your toll-free number or short code</li>
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</ul><h2>Staying compliant with S.H.A.F.T. principles</h2>
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</ul><h2>Staying compliant with S.H.A.F.T. principles</h2>
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<p>To stay compliant with S.H.A.F.T. principles, follow these best practices:</p>
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<p>To stay compliant with S.H.A.F.T. principles, follow these best practices:</p>
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<ol><li>Understand and adhere to the CTIA’s S.H.A.F.T. guidelines.</li>
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<ol><li>Understand and adhere to the CTIA’s S.H.A.F.T. guidelines.</li>
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<li>Avoid S.H.A.F.T.-related content in your mobile messaging or website.</li>
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<li>Avoid S.H.A.F.T.-related content in your mobile messaging or website.</li>
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<li>If you sell sex, alcohol, or tobacco-related products, use an age gate on your website.</li>
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<li>If you sell sex, alcohol, or tobacco-related products, use an age gate on your website.</li>
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<li>Avoid sending unsolicited messages. Use email opt-ins, sign-up forms, or SMS<a>keyword</a>opt-ins to collect explicit consent from your audience.</li>
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<li>Avoid sending unsolicited messages. Use email opt-ins, sign-up forms, or SMS<a>keyword</a>opt-ins to collect explicit consent from your audience.</li>
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<li>Have a clear opt-out process and make sure unsubscribes are promptly dealt with.</li>
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<li>Have a clear opt-out process and make sure unsubscribes are promptly dealt with.</li>
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<li>Use a<a>marketing automation</a>platform like Klaviyo to roll out effective S.H.A.F.T.-compliant SMS campaigns.</li>
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<li>Use a<a>marketing automation</a>platform like Klaviyo to roll out effective S.H.A.F.T.-compliant SMS campaigns.</li>
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</ol><p>After<a>signing up</a>, use Klaviyo to<a>segment</a>your<a>SMS list</a>, automate consent collection, and track your SMS marketing performance.</p>
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</ol><p>After<a>signing up</a>, use Klaviyo to<a>segment</a>your<a>SMS list</a>, automate consent collection, and track your SMS marketing performance.</p>
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