Best Practices for Messaging URLs in PressONE SMS Campaigns

At PressONE, we want to ensure that your messaging campaigns are as effective and secure as possible. One important aspect of that is the use of URLs within your SMS messages. Sharing URLs in text messages is a common practice, but it’s essential to follow best practices to maintain a positive user experience and comply with industry standards.

Here’s what you need to know when including URLs in your PressONE SMS campaigns:

1. Use Full URLs, Avoid URL Shorteners

While URL shorteners like Bit.ly are convenient, they can often lead to trust issues with recipients and increased blocking by carriers. Many carriers block shortened URLs to prevent phishing and spam attacks. To avoid this, always use full URLs that clearly show the domain your recipient is about to visit.

For example:

• Use: https://www.yourbusiness.com/promotions
• Avoid: https://bit.ly/xyzpromo

Common Disallowed URL Shorteners

Many SMS carriers and industry guidelines prohibit the use of certain URL shorteners, as they are often associated with spam or malicious activity. Below is a list of common URL shorteners that are frequently blocked:

• bit.ly
• goo.gl
• tinyurl.com
• t.co
• is.gd
• buff.ly

2. Domain Branding

Make sure the domain in your URL reflects your brand. This improves transparency and builds trust with recipients, increasing the likelihood that they’ll click on the link. A clear, recognizable URL is less likely to trigger spam filters and helps your customers trust that the message is legitimate.

For example:

• Good: https://www.yourbusiness.com/special-offer
• Not Ideal: https://random-website.com/xyz-offer

3. HTTPS for Security

Always use secure HTTPS URLs in your messages to assure recipients that their connection is encrypted. HTTP URLs can raise security concerns and may be flagged by carriers or the recipient’s phone as unsafe.

For example:

• Use: https://www.yourbusiness.com
• Avoid: http://www.yourbusiness.com

4. Limit the Number of URLs

While it's tempting to include multiple links, less is more when it comes to SMS. Too many URLs can overwhelm the recipient and increase the chances of your message being flagged as spam. Stick to one clear, important link per message to improve readability and user engagement.

5. Properly Format URLs

When including a URL in an SMS, make sure it's properly formatted and does not break across multiple lines, as this can cause issues for the recipient when trying to click the link. Use clear and concise messaging around the URL to ensure it's easy to understand why the recipient should click on the link.

For example:

• Good: "Check out our latest offer at https://www.yourbusiness.com/special" 
• Not Ideal: "Click here for our offer: https://www.yourbusine... (broken URL)" 

6. Avoid Links in Opt-In Messages

When sending messages for opt-ins (e.g., “Reply YES to receive updates”), avoid including URLs. This keeps the message clear and simple, improving the likelihood of a response. If you need to provide further information, send a follow-up message with the relevant details and URLs after the recipient has opted in.

7. Monitor and Test URL Deliverability

Before sending out large campaigns, it’s a good idea to test your URLs to make sure they’re functioning properly and not getting blocked by carriers. Regularly monitor click-through rates and message delivery reports to identify any potential issues with your links.

Conclusion

Following these best practices for URL usage in your SMS campaigns will help you maintain trust, improve click-through rates, and ensure that your messages reach recipients without being blocked. At PressONE, we are committed to helping you build successful and compliant messaging campaigns.

If you have any questions about using URLs in your messages or need further assistance, feel free to reach out to our support team.