Avoid SMS Spam Triggers with 5 Key Text Patterns for Brands

Top 5 Spam‑Non‑Friendly Texts to Avoid in Your SMS Campaigns

Estimated reading time: 5 minutes

Key Takeaways

• Avoid trigger words like “FREE” or “ACT NOW” and replace them with softer alternatives.
• Use sentence case, limit emojis, and keep punctuation minimal to prevent carrier filters from flagging your messages.
• Always include a clear opt‑out instruction (e.g., “Reply STOP to unsubscribe”).
• Focus on value‑driven content rather than aggressive promotions.
• Proofread for grammar and clarity to maintain brand credibility and improve deliverability.

Table of Contents

• 1. Texts With “Spam Trigger” Words and Phrases
• 2. Messages in All CAPS, Overusing Emojis, or Special Characters
• 3. Messages Lacking Clear Opt‑Out Instructions
• 4. Overly Promotional Texts (Coupon Codes, Flash Sales, Direct Ads)
• 5. Poorly Written or Unnatural Messages
• Additional SMS Best Practices to Boost Deliverability
• How These Practices Fit Into Broader Trends
• Practical Takeaways for Your SMS Campaigns
• Conclusion & Call to Action
• FAQ

1. Texts With “Spam Trigger” Words and Phrases

Why They Matter
Carriers run automated filters that flag high‑frequency “spam words.” These are often associated with scams and aggressive marketing. Words such as “FREE,” “ACT NOW,” “Limited offer,” “VIP,” or “Bonus” create a false sense of urgency that can trigger spam detection algorithms. Even seemingly innocuous phrases—“You’ve been selected” or “No cost”—can raise red flags.

Source: Blueshift – Best Practices to Avoid Being Flagged as Spam & TextMagic – Email & SMS Spam Words to Avoid

How to Rewrite

• Replace “FREE” with “Complimentary.” Example: “Complimentary consultation—book now!”
• Use a softer call‑to‑action. Example: “Learn more about our new collection.”
• Avoid absolute claims. Example: “Limited offer” → “Exclusive promotion for a limited time.”

2. Messages in All CAPS, Overusing Emojis, or Special Characters

Why They Matter
All‑caps text is perceived as shouting, and excessive emojis or symbols (e.g., “SAVE $$$!!!”) are typical of low‑quality or deceptive campaigns. These patterns reduce readability, erode brand authority, and are often flagged by carrier filters.

Source: Blueshift – Best Practices to Avoid Being Flagged as Spam & TextMagic – Email & SMS Spam Words to Avoid

How to Rewrite

• Stick to sentence case. Example: “Enjoy 20% off your next purchase.”
• Limit emojis to one or two relevant icons. Example: “Your order is on its way 🚚.”
• Avoid excessive punctuation. Example: “Get your discount now!” (no extra exclamation marks)

3. Messages Lacking Clear Opt‑Out Instructions

Why They Matter
Regulatory bodies (e.g., the FTC in the U.S., the UK’s Ofcom, and EU’s GDPR) require an easy opt‑out mechanism. SMS messages that omit a clear “STOP” or “UNSUBSCRIBE” keyword can be flagged as non‑compliant messaging and may lead to carrier blacklisting.

Source: Blueshift – Best Practices to Avoid Being Flagged as Spam & RingCentral – SMS Best Practices

How to Rewrite

• Add a concise opt‑out line. Example: “Reply STOP to unsubscribe.”
• Use approved keywords. Common keywords: STOP, UNSUBSCRIBE, CANCEL, HELP.
• Confirm opt‑out in the reply. Example: “You’ve been unsubscribed. You won’t receive future texts.”

4. Overly Promotional Texts (Coupon Codes, Flash Sales, Direct Ads)

Why They Matter
SMS is a personal channel. Over‑promotional messages—especially those offering coupon percentages, time‑bound sales, or direct product pushes—are often seen as intrusive. Recipients who opt‑in expect value‑driven content, not constant sales pitches. Heavy promotion increases opt‑outs and can trigger spam filters.

Source: HeyMarket – 5 Ways to Avoid Writing Spam Text Messages

How to Rewrite

• Focus on value, not price. Example: “Here’s a quick guide to saving time on your next project.”
• Segment offers by interest. Example: “Exclusive deal for our loyalty members.”
• Limit frequency. Rule of thumb: No more than one promotional message per week unless you have a strong opt‑in reason.

5. Poorly Written or Unnatural Messages

Why They Matter
Typos, grammatical errors, and awkward sentence structures signal low‑quality content. Automated filters flag such messages as potential scams, and human recipients lose trust quickly.

Source: TextRequest – Avoid Texts Marked as Spam

How to Rewrite

• Proofread before sending. Use tools like Grammarly or Hemingway to catch errors.
• Keep sentences short and clear. Example: “Your order #1234 is ready for pickup.”
• Use a conversational tone that matches your brand voice. Avoid overly formal or robotic phrasing.

Additional SMS Best Practices to Boost Deliverability

Sources: RingCentral – SMS Best Practices & TextRequest – Avoid Texts Marked as Spam

How These Practices Fit Into Broader Trends

1. Regulatory Momentum
   The EU’s GDPR and California’s CCPA place strict obligations on consent and opt‑out mechanisms. Non‑compliant SMS can lead to hefty fines. In the U.S., the TCPA (Telephone Consumer Protection Act) mandates explicit opt‑in and clear opt‑out instructions for commercial texts.
2. Consumer Expectations
   Modern consumers value personalization and privacy. Over‑promotional or poorly written texts erode trust and can damage brand reputation. The rise of AI‑generated content has increased the prevalence of spam‑like messages, prompting carriers to tighten filters.
3. Deliverability Metrics
   SMS deliverability is measured by delivery rate and opt‑out rate. Avoiding spam triggers directly improves these KPIs. High opt‑out rates can lead to carrier throttling or blacklisting, impacting future campaigns across all channels.

Practical Takeaways for Your SMS Campaigns

1. Audit Your Current Library – Run a keyword scan for spam triggers. Replace or remove flagged words.
2. Design a Clear Opt‑Out Flow – Embed “STOP” in every message and confirm the opt‑out in the reply.
3. Use a Consistent Brand Voice – Draft messages in a style guide; ensure grammar and tone align with brand identity.
4. Segment and Personalize – Tailor offers to customer segments; avoid generic coupon blasts.
5. Test Before You Send – Use A/B testing to measure engagement. Validate numbers with a carrier‑approved service to reduce invalid recipients.
6. Track and Iterate – Monitor delivery, open, and opt‑out rates. Adjust content based on performance data.

Conclusion & Call to Action

Avoiding spam‑non‑friendly texts isn’t just about staying out of the spam folder—it’s about building trust, complying with evolving regulations, and delivering real value to your audience. By steering clear of trigger words, all‑caps, unclear opt‑outs, aggressive promotions, and sloppy copy, you’ll see higher deliverability, lower opt‑out rates, and ultimately, better ROI from your SMS campaigns.

Ready to take your SMS marketing to the next level? Explore our gateway solutions that incorporate these best practices out of the box, or download our free SMS compliance checklist to audit your current strategy. Let’s keep your brand’s voice clear, compliant, and engaging—every text, every time.

FAQ

What are the most common spam‑trigger words?

Words like FREE, ACT NOW, Limited offer, VIP, Bonus and phrases such as “You’ve been selected” often flag filters. See the full list in the Spam Trigger Words section.

How many emojis can I safely use?

Limit to one or two relevant emojis per message. Overuse can look spammy and may trigger carrier filters.

Do I need to include an opt‑out in every SMS?

Yes. Regulatory compliance (TCPA, GDPR, CCPA) requires a clear opt‑out keyword like STOP in every commercial text.

How often should I send promotional SMS?

Best practice is **no more than one promotional message per week** unless you have a strong, consent‑based reason for higher frequency.

What should I do if my messages are still being marked as spam?

Review the content against all five spam‑non‑friendly patterns, clean your contact list, and consider using a reputable SMS gateway that offers compliance monitoring.