Overview
Shortened URLs are popular in text message campaigns because they track engagement and save character space. But they can also prevent your messages from reaching families.
Public shortened URLs (like bit.ly or rb.gy) often redirect multiple times and don't clearly show who's sending the message. Mobile carriers see this as suspicious behavior and may block your messages entirely.
The solution: Use branded or custom domains that match your childcare center's name. This improves delivery rates and builds trust with families.
Why Shortened URLs Cause Delivery Problems
Multiple Redirects
Public shorteners often bounce users through several redirects before reaching the final page. Carriers flag this as potential fraud since it can hide the real destination.
No Clear Sender Identity
Generic domains like bit.ly give families no way to know the message is from your center. This increases the chance carriers will filter or block it.
Carrier Policies Are Getting Stricter
T-Mobile (Code of Conduct, effective September 1, 2020):
- Prefers single, recognizable domains tied to your business
- Accepts branded short URLs
- Prohibits URL cycling (rotating domains to bypass filters)
- Discourages multiple redirects
AT&T:
- Completely blocks public link shorteners due to fraud and phishing risks
While other carriers haven't implemented full blocks yet, it's smart to adapt your practices now to stay ahead of these changes.
What This Means for Your Center
Carriers are cracking down on spam and fraud across the industry. Unfortunately, this affects legitimate childcare centers trying to track engagement with families.
You need to balance successful message delivery with your ability to measure campaign performance.
3 Ways to Improve Text Message Delivery with Links
1. Minimize Redirects
When a link bounces through multiple pages before reaching the final destination, it triggers spam filters. Optimize your links to go directly to the target page.
Consider using UTM parameters for tracking instead of relying on redirect chains.
2. Use Full-Length URLs for Critical Messages
Full URLs are carriers' preferred format, but they eat up valuable character space. For your most important messages—like enrollment confirmations or tour reminders—it's worth using the full URL even if it means paying for an extra message segment.
3. Invest in Branded Shortened URLs
When space is tight, use a custom short domain that includes your center's name (like yourschool.link). This isn't just for big brands—small childcare centers can do this affordably.
Free public shorteners might seem cost-effective, but if your messages aren't getting delivered, you're wasting money on texts that families never see.
Key Takeaway
Public link shorteners and multiple redirects are increasingly blocked by carriers. To maximize delivery rates:
- Use branded domains that match your childcare center
- Minimize redirect chains
- Save full-length URLs for critical communications
These practices protect your reputation, ensure families receive your messages, and help you get the most value from your text message campaigns.
Related Articles
- Best Practices for SMS Deliverability
- How to Prevent SMS Filtering by Carriers