SMS Review Request Best Practices: Reducing Message Filtering

SMS is one of the most effective ways to reach customers for review requests, but mobile carriers and devices use increasingly sophisticated systems to protect users from unwanted messages.

Following these best practices can help improve SMS deliverability and reduce the likelihood of your review requests being filtered.

There are two different layers that can affect SMS delivery and placement:

Carrier-level filtering happens before a message reaches the recipient's device. TrueReview registers and verifies sender numbers with network carriers before enabling SMS messaging. This helps ensure your number is authorized to send messages for its registered use case.

Device-level filtering happens after a message reaches the recipient's phone. iOS, Android, third-party filtering apps, and individual user settings can determine whether a message appears in the primary inbox, Unknown Senders, Spam, or another filtered section.

A message can therefore be successfully delivered by the carrier but still be filtered by the recipient's device.

Device-level filtering is outside the control of TrueReview or any other SMS platform.

Short, natural messages are generally preferable to messages containing excessive promotional language, instructions, links, or unnecessary content.

Instead of:

"Hi John! Thanks for visiting ABC Company! Click the link below to leave us a review and tell us how we did!"

Consider a simpler approach:

"Hi John, thanks for choosing ABC Company. How was your experience?"

TrueReview's campaign flow can handle the next step after the customer interacts with the request.

Where possible, avoid phrases such as:

Messages that heavily emphasize clicking a URL can look more like promotional or unsolicited messaging to automated filtering systems.

Instead, focus your initial message on the customer's experience.

Recommended example:

"Hi John, thanks for choosing ABC Company. How was your experience?"

Images can make an SMS review request more visually recognizable, but they also change the message from SMS to MMS and add additional content for devices and messaging systems to evaluate.

If you're experiencing filtering, try removing the image or logo from your initial request and compare the results.

You can customize this directly from your TrueReview campaign settings.

Only send SMS review requests to customers who have provided appropriate consent to receive text messages from your business.

Sending messages to customers who aren't expecting them can lead to:

A healthy SMS program starts with customers who expect to hear from you.

Avoid sending unusually large batches of review requests all at once, particularly if your dedicated number is new.

Instead, send requests consistently as customers complete their interactions with your business.

Large, unexpected increases in volume can result in more recipients receiving messages simultaneously, which can also increase the likelihood of opt-outs and spam complaints.

Your dedicated TrueReview number develops its own messaging history over time.

When your number is first assigned, it has little or no previous messaging history. How you use it going forward contributes to its reputation.

Only contact appropriate customers, send relevant messages, and avoid excessive messaging.

If recipients regularly block your number, report messages as Spam, or opt out, it can negatively affect your messaging program.

Customers should be able to quickly understand who is contacting them.

Include your business name naturally near the beginning of your message.

For example:

"Hi Sarah, thanks for visiting Bright Smile Dental. How was your experience?"

A recognizable message is less likely to confuse recipients or cause them to believe the message is unsolicited.

A review request should sound like a genuine follow-up to a customer's experience, not a marketing promotion.

Avoid unnecessary:

Keep the message relevant to why you're contacting the customer.

TrueReview follows the required carrier registration and verification processes before enabling SMS messaging from dedicated numbers.

During your trial or while verification is pending, you may temporarily send through a verified temporary number. Once your dedicated number is approved, TrueReview automatically assigns it to your account.

Your dedicated number is registered specifically for your business and messaging use case.

There is no configuration that can guarantee every SMS will appear in every customer's primary inbox.

Recipients may have:

Modern smartphones increasingly use automated and on-device systems to determine how incoming communications are organized.

Two customers receiving the exact same message may therefore see it handled differently.

If you notice increased filtering, we recommend testing the following changes:

A good starting template is:

"Hi {{customer.name}}, thanks for visiting {{business.name}}. How was your experience?"

SMS filtering is only one reason TrueReview supports both SMS and email review requests.

Email provides another opportunity to reach customers, and TrueReview also allows eligible accounts to verify their own email domain. Sending from your own verified domain can help customers recognize your business, particularly when they have previously interacted with your email address or domain.

Using SMS and email together gives customers multiple opportunities to see and respond to your review request.

TrueReview handles the carrier registration and messaging infrastructure required to send your SMS review requests, but successful carrier delivery and placement within a recipient's device are two different things.

The best approach is to maintain a healthy dedicated number, contact customers who expect to hear from you, keep messages simple and recognizable, and adjust your campaign based on real-world results.

If you're experiencing SMS filtering and need help optimizing your campaign, contact TrueReview Support and we'll be happy to review your current SMS template with you.