Content restrictions

Two separate things restrict what you can send: the law, and what keeps a line alive. This page covers both, because a message can be perfectly legal and still cost you the line.

Prohibited outright

These are not sendable on Blue Reacher lines. Accounts sending them are suspended, not warned.

1. Anything unlawful, including fraud, phishing, and impersonation of a person, brand, or government agency.
2. Illegal drugs and controlled substances, and cannabis from anyone without a state licence. Licensed cannabis is allowed, see below.
3. Firearms, ammunition, and weapon parts.
4. Sexually explicit content and adult services.
5. Gambling, sports betting, casinos, and lotteries.
6. Get-rich-quick programs.
7. Multi-level marketing and recruitment into income-claim programs.
8. Misleading sender identity, spoofed numbers, or claiming affiliation you do not have.

Fully allowed

These run on Blue Reacher lines with no approval step and no pre-launch review.

1. Financial services, including payday loans, debt relief, debt consolidation, credit repair, and cryptocurrency.
2. Insurance.
3. Legal services.
4. Healthcare. If your messages carry patient health information, sign our BAA, available on Enterprise.
5. Political and advocacy messaging.
6. Licensed cannabis: dispensaries, delivery services, brands and distributors with a state licence. iMessage delivers the message as written; SMS and RCS fallback still pass through carrier filters that treat cannabis strictly, so expect weaker delivery on Android recipients.
7. Debt collection.
8. Third-party and purchased lead lists.

You stay responsible for the laws of your own industry, for example the FDCPA and Regulation F for debt collection, disclaimer rules for political messages, and state advertising rules for cannabis. The compliance guide covers the rules that apply to every account.

Patterns that damage lines regardless of content

Legality is the floor. These behaviors degrade a line even when the message is lawful and consented, because consumer messaging judges behavior before content.

1. A link in the first message to a new contact. The single most reliable way to reduce reply rates and increase reports. Send links after they reply.
2. Identical text across a large batch. If many messages open with the same words, that is a detectable pattern. Vary the opener.
3. Bursts. Hundreds of sends in a short window from one line reads as automation. Pacing is applied automatically, and working around it is working against yourself.
4. All-caps, heavy emoji, and promotional punctuation like multiple exclamation marks or "$$$".
5. URL shorteners. Bit.ly-style domains are strongly associated with unwanted messaging. Use your own domain, see link previews.
6. Messages with no personalization on a list where you know nothing specific about the person. That is a targeting failure that shows up as a reply-rate failure.
7. Re-contacting someone who ignored three messages. It converts near zero and generates reports.

Media restrictions

Supported types are in message formatting. Beyond format: do not send media that would be unwelcome from an unknown number, and do not attach documents to a first message. Both read as spam even when the content is benign.

What happens when a violation is detected

Prohibited-category content found on an account results in immediate suspension of sending and a review. Pattern violations, such as sustained bursts or a spike in reports, first trigger an automatic reduction in that line's daily capacity, then a pause on new conversations if the pattern continues. Line health mechanics are described in rate limits and the recovery process is in deliverability.

If you are unsure whether a campaign fits, ask before you send it. A pre-launch review costs an email; a suspended account costs the program.