In the United States, SMS marketing is subject to strict content regulations to protect consumers and prevent abuse. Carriers and industry regulators enforce what’s known as the SHAFT rule, which prohibits or restricts certain categories of content in text message marketing.

SHAFT stands for:

• Sexual content - restricted

• Hate speech - prohibited

• Alcohol - restricted

• Firearms - prohibited

• Tobacco - restricted

Here’s what you need to know before sending marketing SMS through OneText:

Conditional (Age-Gated) Content

Products in the following categories may be permitted if you implement robust age-gating at the point of SMS consent (for example, using an opt-in pop-up that requires the user to confirm they are 21+ prior to submitting their phone number):

• Sexual wellness or sex-related products

• Alcohol products or alcohol-related promotions

• Tobacco or nicotine products

What Counts as Age-Gated Consent?

• Consent must be captured after a clear and verifiable age check

• Self-attestation (a customer confirming they are 21+) is acceptable if required prior to entering their phone number

• You must maintain records of this consent in case of carrier audits

Prohibited Content

The following categories are strictly forbidden and cannot be sent via SMS under any circumstances:

• Weapons or firearms of any kind

• Cannabis, hemp-derived products, or CBD (regardless of legality in your state)

• Kratom

• Illegal drugs or drug-related paraphernalia

• Any content promoting violence, hate speech, or discrimination

Attempting to send SMS marketing messages related to these products will result in blocked sends, permanent carrier filtering, and account termination.

The rules around SHAFT content are carrier-enforced and non-negotiable. Even if certain products are legal in your state, they may still be prohibited from SMS marketing under these guidelines. OneText cannot override these restrictions.

If you have questions or want to review your planned campaigns for compliance, contact the OneText Success Team on Slack or via helpdesk@onetext.com.