SMS message types and compliance

Bird supports various SMS types with compliance enforced per number.

There are several different types of SMS messages that you can send with Bird. The type that you choose will depend on the type of content that you want to send.

Many countries have restrictions in place that you need to comply with. These restrictions, such as quiet hours and opt-out requirements, are designed to protect message recipients.

At Bird, we've made it easy for you to stay compliant with these country restrictions, and to follow best sending practices.

For each of the five message types we support, we've created specific compliance policies. By assigning a message type to an SMS number, you give us permission to automatically enforce the selected compliance policy on your SMS traffic.

Good to know

• Compliance policies are set at number level by selecting the message type. This means that each SMS number you install will have its own compliance policy attached, such as 'Promotional' or 'Transactional'.

• You cannot select multiple message types for a single number.

• You can send mixed traffic via a single number, if you select the right message type.

Mixed traffic

You can send different types of traffic via a single SMS number, but you'll need to carefully consider how strict the compliance policy will need to be when you choose the message type.

It's best to choose the strictest compliance policy you'll need.

For example, if you have a number that you mainly want to use to send conversational messages, but will occasionally use to send promotional messages, it's best to choose the promotional message type, as this has the strictest compliance policy.

This means that you won't have to worry about accidentally violating any country regulations when you send a promotional message, as Bird will automatically enforce the promotional compliance policy on all SMS traffic sent by that number.

USA 10DLC mixed campaigns

You can use up to 49 numbers to send a single campaign.

If you want your campaign traffic to be subjected to different compliance policies by Bird (for example, for each to match a 10DLC sub-use case), you can do so by installing multiple numbers and selecting different message types for each of them.

Exempt traffic and pre-handled compliance

Select the transactional message type if your traffic is exempt from compliance regulations.

Message types and their corresponding compliance policies

Today, Bird supports five types of messages, each with a corresponding compliance policy:

• Promotional

• Transactional

• Conversational

• Two-factor authentication (2FA)

• Emergency

Promotional

Select the promotional message type:

• If you'll be sending marketing and/or promotional SMS messages.

• If you'll be sending bulk SMS traffic via Campaigns.

• If you want Bird to apply the strictest compliance policies.

Promotional message type compliance policy

SMS traffic sent from a number with the promotional message type selected will always subjected to the following restrictions:

Restriction	Definition
Quiet hours	Quiet hour restrictions apply.
Opt-out requirements	Opt-out is enforced at a workspace level. Regulations may vary by country.
Campaigns/Journeys usage	You can use Campaigns to send SMS traffic. You can use Journeys to send SMS traffic. You can use automatic sender selection when sending SMS traffic from Campaigns.

Transactional

Select the transactional message type:

• If you intend to send mostly notifications (e.g. order confirmations, shipment updates).

• If you want Bird to apply only minimal compliance policies.

Transactional message type compliance policy

SMS traffic sent from a number with the transactional message type selected will always subjected to the following restrictions:

Restriction	Definition
Quiet hours	Quiet hour restrictions do not apply.
Opt-out requirements	OPT-OUTs sent to this number type will only take effect at number level. Other numbers in the same workspace will still be able to send messages to recipients that have opted-out from this number.
Campaigns/Journeys usage	Not recommended. This number type will not be included in Campaigns' automatic sender selection.

Conversational

Select the conversational message type:

• If the primary use will be sending messages via Inbox.

• If you want Bird to apply only minimal compliance policies.

Conversational message type compliance policy

Restriction	Definition
Quiet hours	Quiet hour restrictions do not apply.
Opt-out requirements	OPT-OUTs sent to this number type will only take effect at number level. Other numbers in the same workspace will still be able to send messages to recipients that have opted-out from this number.
Campaigns/Journeys usage	Not recommended, should only be used for Inbox conversations. This number type will not be included in Campaigns' automatic sender selection.

Note: The conversational message type can only be applied to a number with two-way capabilities.

Emergency

Select the emergency message type:

• If the primary use will be sending time-sensitive messages.

• If you want Bird to apply only minimal compliance policies.

Emergency message type compliance policy

Restriction	Definition
Quiet hours	Quiet hour restrictions do not apply.
Opt-out requirements	OPT-OUTs sent to this number type will only take effect at number level. Other numbers in the same workspace will still be able to send messages to recipients that have opted-out from this number.
Campaigns/Journeys usage	Never use for Campaigns or Journeys. This number type will not be included in Campaigns' automatic sender selection.

Two-factor authentication (2FA)

Select the 2FA message type:

• If the primary use will be to send multi-factor authentication codes to recipients.

• If you want Bird to apply only minimal compliance policies.

This type of channel will not be available for selection in Campaigns and Journeys.

2FA message type compliance policy

Restriction	Definition
Quiet hours	Quiet hour restrictions do not apply.
Opt-out requirements	OPT-OUTs sent to this number type will only take effect at number level. Other numbers in the same workspace will still be able to send messages to recipients that have opted-out from this number.
Campaigns/Journeys usage	Not allowed.

Assign a message type to your SMS number

July 2024 onwards

• You will need to choose the message type that you want to assign to your SMS number during the installation process. You do not need to follow the steps below.

SMS numbers installed before July 2024

• If you installed an SMS number before July 2024, it may not have an assigned message type.

• In this case, follow the steps below to assign a message type to your SMS number and ensure the correct compliance policy is applied.

1. Click your workspace name at the top left-hand corner of your screen.

2. Click Manage channels.

3. Click SMS.

   
4. The type of message setting is only available for SMS channels.

5. Select the SMS number you want to assign a message type to.

6. Click Settings tab.

7. Scroll to the bottom to find the Types of Messages section.

8. Select the type of message you want to apply to the number.