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What is SHAFT (Sex Hate Alcohol Firearms Tobacco)?

Per the Cellular Telecommunications and Internet Association (CTIA), there is a major rule commonly referred to as SHAFT. It means that content related to sex, hate, alcohol, firearms and/or tobacco in any message is one of the top carrier violations and could cause an immediate ban.

While that sounds fairly absolute, there are a few exceptions to the SHAFT rule. For example, a bar owner could still send text messages about happy hour specials, but those must send through a dedicated toll-free number with an age-gate that prevents anyone younger than 21 years old from signing up.

As it relates to SMS marketing, content that falls under SHAFT is not allowed.

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