Protect your sender reputation and improve your text deliverability

Here are some tips to protect your sender reputation (Trust Score) and increase the likelihood your clients will get your text messages!

📱 Understanding Trust Scores for 10DLC Text Messaging

If you're using text messages to reach your customers — especially for promotions, updates, or reminders — you've probably heard about 10DLC and something called a trust score. But what is it, and why does it matter?

Let’s break it down 👇

🤔 What is a Trust Score?

A trust score is a rating from 0 to 100 that tells mobile carriers how trustworthy your business is when sending text messages

It’s like a credit score for your messaging reputation. The higher your score, the better your deliverability and message speed.

🏗️ How is the Trust Score Calculated?

Your trust score is based on the information you submit when registering your messaging campaign through The Campaign Registry (TCR), including:

Your legal business name
EIN (Tax ID) and business type
Your website or public presence
The use case for your messages (marketing, customer care, appointment reminders, etc.)

Your legal business name

EIN (Tax ID) and business type

Your website or public presence

The use case for your messages (marketing, customer care, appointment reminders, etc.)

Carriers and vetting partners use this info to assess how likely it is that your messages are legitimate and compliant.

📉 What Can Lower Your Score or Get Messages Flagged?

Even with a good trust score, the content of your messages still matters. Carriers actively filter out anything that looks suspicious, spammy, or non-compliant. Watch out for:

❌ Common Red Flags

ALL CAPS or excessive punctuation!!!
Public URL shorteners (like bit.ly — use branded links instead)
Too many emojis or symbols
Spammy words like "FREE!!!", "Act now!", "Click here!"

ALL CAPS or excessive punctuation!!!

Public URL shorteners (like bit.ly — use branded links instead)

Too many emojis or symbols

Spammy words like "FREE!!!", "Act now!", "Click here!"

🚩 High-risk content categories (require extra vetting)

Financial offers
Sweepstakes/giveaways
Cannabis, CBD, or vape-related content
Affiliate marketing
“Make money fast” claims

Financial offers

Sweepstakes/giveaways

Cannabis, CBD, or vape-related content

Affiliate marketing

“Make money fast” claims

✅ Best Practices to Protect Your Trust Score

Here’s how to keep your score healthy and your messages reaching customers:

Register accurately - Walla does this on your behalf with information provided during the onboarding process

Use your official business name and EIN. Make sure all details match public records.
Include opt-out language in every message
Example: "Reply STOP to unsubscribe" — required for compliance.
Use branded links - Walla does this automatically!
Avoid public shorteners like bit.ly unless they're customized to your domain.
Send messages people actually expect
Only text contacts who have opted in, and keep the messages relevant.
Avoid spammy content or behavior
No overuse of emojis, all caps, or special characters. Don’t send big blasts suddenly — ramp up your volume gradually.
Respect quiet hours
Stick to standard daytime hours to avoid frustrating your audience.

Use your official business name and EIN. Make sure all details match public records.

Include opt-out language in every message
Example: "Reply STOP to unsubscribe" — required for compliance.

Use branded links - Walla does this automatically!
Avoid public shorteners like bit.ly unless they're customized to your domain.

Send messages people actually expect
Only text contacts who have opted in, and keep the messages relevant.

Avoid spammy content or behavior
No overuse of emojis, all caps, or special characters. Don’t send big blasts suddenly — ramp up your volume gradually.

Respect quiet hours
Stick to standard daytime hours to avoid frustrating your audience.

📝 In a Nutshell

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✅ Do

🚫 Don’t

Use public short links

Include “Reply STOP to opt out”

Leave out opt-out instructions

Use simple, clear language

Use lots of emojis or ALL CAPS

Respect quiet hours

Send mismatched or misleading messages

Protect your sender reputation and improve your text deliverability | Walla Support Center