Bring your own account
The platform has no provider account of its own. That one design decision changes who owns the numbers, who holds the quota, and who appears on the invoice.
Read the guide →Who decides whether a message is marketing
The platform asks you to declare what kind of message you are sending instead of inferring it from the text. That one field decides whether the opt-out gate applies — and the honesty of the declaration is yours.
One field, one gate
A send request carries a message type: MARKETING, INFORMATIONAL or TRANSACTIONAL. Exactly one of those three passes through the opt-out gate, and it is MARKETING. Order confirmations, one-time codes and password resets are not blocked by a recipient’s earlier STOP, because a person who opted out of promotions still needs their login to work.
The gate is deliberately narrow. It blocks a single category, and it blocks it before the provider is ever called — so a suppressed message never reaches the carrier and is not billed.
Why the platform does not read your message
The platform does not analyse message bodies. It cannot: bodies are not stored, and the gate runs before anything is handed to a provider. That means the declaration is the only input, and a promotional message declared as TRANSACTIONAL will pass.
Passing is not the same as being permitted. In jurisdictions such as the US under the TCPA, a reminder that carries promotional content is still marketing in law, and sending it to someone who opted out is a violation — regardless of the type you declared.
Why the default is the strict one
- Omitting the field means MARKETING, the most restrictive value. If you forget it, you over-block; you never under-block.
- An unrecognised value is rejected with an error rather than silently downgraded. A typo should surface as a broken integration, not as verification codes that quietly stop arriving.
- Marketing and transactional traffic should be split on your side, not merged and re-labelled per send.
Scope. The opt-out gate is implemented for the SMS channel. Email and WhatsApp connect on the same model but do not carry this gate today.
Keep reading
SMS segments and what you actually pay for
SMS is billed per segment, not per message. Whether your text fits in one segment depends on the character set it needs — and on the encoding you set on the connection.
Read the guide →Opt-out handling
Opt-out is two halves: the suppression record, and the check that runs before a marketing message is handed to the provider. Both run through one shared normalisation, which is the part that usually breaks.
Read the guide →Reading a delivery receipt
A receipt is a sequence of states, not a verdict. Treating an intermediate one as final is the most common way a sending dashboard ends up lying to you.
Read the guide →Pacing, quotas and why we queue
Every connection carries a send rate. The platform queues to that rate instead of firing as fast as a provider will accept, because the fastest way to get throttled is to send at the speed that causes it.
Read the guide →Routing and failover
Routes are ordered by priority and weighted within a connection. The point of the arrangement is that a provider rejecting sends degrades into slower sending, not into silence.
Read the guide →A timeout is not a failure
Sending is accepted asynchronously and there is no de-duplication key. Retrying a request you are unsure about sends a second message and bills for it.
Read the guide →Two endpoints that look alike and are not
Delivery receipts and inbound replies are different endpoints, configured in different places in your provider’s console. Configure only the receipt URL and opt-out handling stops — silently, with no error anywhere.
Read the guide →Getting a number back
A recipient who opted out can opt back in. The platform deactivates the suppression record rather than deleting it, so the consent trail survives.
Read the guide →What happens when your callback is down
Terminal outcomes are pushed to a URL you control, with a small bounded retry. Your handler has to tolerate a repeat, and it should not expect a call for every message.
Read the guide →Which rate limit you just hit
There are two throttles in front of a send: the one your plan sets, and a much higher one at the network edge. Both answer with the same status code, so the message text is what tells them apart.
Read the guide →Who the recipient actually sees
If you do not name a sender, the platform picks one from the connection that carries the message. Naming one explicitly takes priority everywhere.
Read the guide →What the platform does not keep
Message content is not archived. What is kept is metadata — and among that metadata two fields are load-bearing, because without them a bill could not be reconciled.
Read the guide →