This Messaging Policy applies to SMS and MMS messaging channels through all the flows (conversations, campaigns, etc.) available in the product.  We all expect that the messages we want to receive will reach us, unhindered by filtering or other blockers. An important step Maven HQ and our customers can take to make that expectation reality is to prevent and eliminate unwanted messages. Towards that end, we strive to work with our customers so that messages are sent with the consent of the message recipient, and that those messages comply with applicable laws, communications industry guidelines or standards, and measures of fairness and decency.

Maven HQ Messaging

All messaging transmitted via the platform - regardless of use case or phone number type (e.g., long code, shortcode, or toll-free) - need to comply with the Application-to-Person (A2P) messaging. All A2P messages originating from the system are subject to this Messaging Policy, which covers messaging rules and /or prohibitions regarding:

  • Consent (“opt-in”): Consent can't be bought, sold, or exchanged. For example, you can't obtain the consent of message recipients by purchasing a phone list from another party. And SMS should only be sent to the opted in contacts.

  • Revocation of Consent (“opt-out”): The initial message that you send to an individual needs to include the following language: “Reply STOP to unsubscribe,” or the equivalent so that Individuals must have the ability to revoke consent at any time by replying with a standard opt-out keyword.

  • Sender Identification: Every message you send must clearly identify you (the party that obtained the opt-in from the recipient) as the sender, except in follow-up messages of an ongoing conversation.

  • Messaging Usage: You should not be sending messages in any way related to alcohol, firearms, gambling, tobacco, or other adult content.

  • Filtering Evasion: As noted above, we do not allow content which has been specifically designed to evade detection by unwanted messaging detection and prevention mechanisms. This includes intentionally misspelled words or non-standard opt-out phrases which have been specifically created with the intent to evade these mechanisms. We do not permit snowshoeing, which is defined as spreading similar or identical messages across many phone numbers with the intent or effect of evading unwanted messaging detection and prevention mechanisms.

This policy applies to all customers who use messaging services to safeguard their messaging capabilities and services.

How We Handle Violations?

When we identify a violation of these principles, where possible, we will work with customers in good faith to get them back into compliance with this policy. However, to protect the continued ability of all our customers to freely use messaging for legitimate purposes, we reserve the right to suspend or remove access to the platform for customers or customers’ end users’ that we determine are not complying with the Messaging Policy, or who are not following the law in any applicable area or applicable communications industry guidelines or standards, in some instances with limited notice in the case of serious violations of this policy.

To make sure that all our customers use the features to the best of their capabilities, the below features are placed to protect user accounts from below:

  1. Avoid blast SMS from fake signups
  2. Avoid getting locations accounts blocked due to suspicious activity
  3. Avoid legal actions on increased spamming for not opted-in customers. 

1. Ramp-Up Model:

All New locations (from April 20, 2022) that are in ISV Mode going forward will follow the "Ramp Up Model".

The SMS limit is multiplied each day by the number of days(till the 7th day) the location has spent with us. Starting the 8th day the location will have the limit set to 5000SMS/day. Below is the table which will give you a detailed idea:


Limit [SMS]















8th Day & Ongoing


Note: The daily counter resets every day at midnight 00:00:01 AM UTC. If the limit is reached before the rest time the account is locked for the rest of the time period.

Why the change?

  • Fake/Spamming location(s) who signup cannot send a blast on Day 1.

  • Bulk SMS sending will have daily limitations for the first 8 days and avoid the location suspension due to huge non-compliant messaging activity.

Error Screens:

  1. Conversation Error: You have exceeded your SMS sending limit.
  2. Bulk Action: You are allowed to send 5000 message(s) in a day. You have already sent 5000 message(s). If you wish to proceed, 1 Message(s) will be failed.

How to update the limit for a location?

  1. Validate the location activity and make sure it is not a spammer account.
  2. Raise a ticket with header <Increase SMS Daily Limit> with location and new limit details.

NOTE: We are working on a self-serve flow, from which an account in Maven HQ can increase the limit to 10K/day. Increasing it further would still require validation and a ticket needs to be submitted. ETA for this feature is 17th May 2022.

2. Spam Message handling:

Each of the messages sent out from the locations ends up with the following 4 statuses:

  1. Sent: The messages whose response we did not receive from the carrier, can be in any of the three statuses below.
  2. Delivered: The messages which were successfully delivered and sent to the contact.
  3. Failed: The messages which were cancelled or were not sent to the carrier to forward to the contact.
  4. Undelivered: The message sent was suspicious or did not fulfil the messaging policy.

As part of this feature, we will only consider the Undelivered messages. All the undelivered messages end up with a particular error code and we will start storing them at each of the message levels. We will further use them to start enabling Temporary/Permanent DND at a contact level so that users can't send SMS to them again. 

The below table summarizes the undelivered SMS error codes and what each of them means and the relevant remediation measure we are taking:

Response Code
Code Description

User Inactive/Number does not exist

Enable Temporary DND

Unreachable- Out of Service

Enable Temporary DND

Do not want SMS/DND enabled

Enable Permanent DND

Landline/Incapable to receive SMS

Enable Permanent DND
None of the above scenarios matched
Do nothing

Temporary DND: The DND set at a contact level can be revoked by the account admin or users.

Permanent DND: The DND set at the contact level cannot be revoked by the account users or admins as the contact is incapable to receive the message or had opted out from receiving messages.

Opt-Out Keyword: Individuals must have the ability to revoke consent at any time by replying with a standard opt-out keyword like STOP, Unsubscribe, etc. In this case, also a permanent DND will be enabled at the contact level.


  • This will restrict the account from sending SMS to non-relevant contacts, eventually decreasing the undeliverability rate and the possibility of getting blocked.
  • The account will only send out messages to the contacts who have opted in. 

Error Screens:

  1. Conversation: Cannot send messages as DND is active for SMS.
  2. Bulk Action: All the SMS sent via other features like workflow, and bulk SMS will automatically skip the DND marked contacts from the sender list.

How to revoke the DND for a contact?

  1. Validate the contact if they have opted in to receive an SMS from the account.
  2. For Temporary DND, raise a ticket with header <Remove contact DND> with account and new limit details. 
  3. For Permanent DND, we will not revoke the DND. If you think it is an issue. Raise a ticket with a header <Remove Permanent DND>with the proof of opt-in, opt-in forms/funnels and examples of opt-out tags in your recently sent messages. If valid proofs are submitted the request will be declined.

3. Sender ID and Opt-Out Language:

The consent for sending out communications cannot be bought and the only way is to take explicit consent from the user for the SMS campaigns and communications.

The consent is taken by a specific entity, in our case locations that are the actual sender of these communications.

To comply with the messaging policies each of the initial messages sent out by the company to an end-user should have below two mandatory information:

  1. Sender ID: The name of the company/sender who is sending this SMS, so that it's easier for the end-user to understand the context. Also, to make sure your messages are compliant we will auto append the text "Thanks <Company Name>" at the end of the SMS content.
  2. Opt-Out Language: The end user should have the capability to remove the consent at any time, so similar to above each initial message should also have the opt-out keywords like STOP, UNSUBSCRIBE, etc. We will additionally add the opt-out language: “Reply STOP to unsubscribe".

Sample message screen:

What happens when an end-user replies with the STOP keyword?

If individuals reply with a standard opt-out keyword like STOP, the consent to sent SMS will be revoked. All upcoming and queued messages will be failed. Also a permanent DND will be enabled at the contact level.

What's To Come: (Future Updates)

  • Error Rate Handling
    If the total SMS sent has an error rate above 4.5% the account will be locked till midnight. The rates are auto-reset at midnight.


1) How often does the SMS limit last?

The SMS limit will refresh every 24 hours. If the account is brand new then each day the increments will increase according to the table above. Once you have hit the 8th day your SMS limit will be capped at 5000 per day.

2) What if I'd like to send more than 5000 SMS per day?

Once your account(s) hit the 8th-day mark (5000 SMS per day), you may reach out to support and request a Limit extension. 

3) What happens when we hit our daily limit, will we be able to respond to SMS if a lead replies?

No, you cannot respond manually to incoming messages. SMS daily limits will affect all messaging activities including manual SMS in conversation, automation within workflows, and bulk actions.

4) Can we undo the DND option in bulk?

No, we cannot because this is to prevent sending SMS in bulk again after DND is enabled for the contacts.