If you use SMS to market to customers in the US or Canada, there are strict rules about what you can and cannot send. Breaking them can get your messages blocked, your number suspended, or your account shut down.

These rules come from federal law, CTIA guidelines (the industry body that sets SMS best practices), and individual mobile carrier policies. TxtCart enforces them across all accounts to keep our platform in good standing with carriers.

What is S.H.A.F.T?

S.H.A.F.T. stands for Sex, Hate, Alcohol, Firearms, and Tobacco. It is an industry term used by the CTIA and mobile carriers to flag message categories that need special handling due to legal and ethical reasons.

S.H.A.F.T. is not a law, but carriers treat it like one. Breaking these rules puts your SMS sending at risk, even if the content is legal in your state.

Some S.H.A.F.T. categories like Sex, Alcohol, and Tobacco can be sent via SMS, but only through approved Short Codes with a proper age gate. The age gate must ask users to enter their date of birth, not just click "Yes, I'm over 21."

Prohibited and Restricted Message Categories

The table below covers all categories that are either fully blocked or have strict conditions on TxtCart. This includes both general carrier rules and S.H.A.F.T.-specific restrictions.

Category	Examples	Rules and Restrictions
High-Risk Financial Services	Payday loans, high-interest lending, third-party auto/mortgage/personal loans, student loans, crypto platforms, stock and investment apps	Loan content from anyone other than the actual lender is not allowed. A lender can message their own customers, but only for non-promotional reasons, unless they are on an approved Short Code. Businesses focused on crypto, stocks, or investing can only send 2FA and transactional messages.
Third-Party Lead Generation	Buying or selling consumer data, affiliate lending, affiliate marketing, voter outreach using purchased lists, deceptive marketing	Consent must come directly from the end user. Buying or sharing opt-in data is not acceptable. Political groups cannot use voter registration databases to build SMS lists. If your privacy policy mentions selling or sharing customer data, your account will be flagged as non-compliant.
Debt Collection or Forgiveness	Third-party debt collection, debt consolidation, debt settlement, credit repair services	Only the original creditor can contact customers about a balance, and only if the customer opted in. Third-party collectors are never permitted. Debt consolidation, settlement, and credit repair services are blocked even if you have direct customer consent.
"Get Rich Quick" Schemes	Work-from-home programs with big income claims, high-risk investment pitches, pyramid schemes, mystery shopping	Any use case that promises easy or guaranteed financial returns falls here. These messages generate high consumer complaints and are not allowed on carrier networks.
Illegal Substances and Paraphernalia	Cannabis, CBD products, Kratom, drug accessories, vaping products, e-cigarettes, fireworks	Businesses in any of these categories cannot use TxtCart for SMS, regardless of whether the substance is legal in your state. This covers all message types, including 2FA and transactional messages. TxtCart does not onboard merchants in these categories.
Prescription Drugs	Medications requiring a prescription, drugs not sold over-the-counter in the US or Canada	Promoting prescription medications via SMS is not allowed, even if the sender is a licensed pharmacy or medical professional.
Gambling	Online casinos, sports betting apps, sweepstakes, 50/50 draws, betting tip services	Gambling-related messages are blocked on all number types: Long Code, Toll-Free, and Short Code. The one exception is community or locally organized bingo, which may be sent via an approved Short Code.
S.H.A.F.T. - Sex (Adult Content)	Adult entertainment platforms, explicit content or imagery	Allowed only on approved Short Codes with a working age gate (date of birth input required). Not available on Toll-Free numbers.
S.H.A.F.T. - Hate	Hate speech, content targeting or discriminating against any group	No exceptions. Blocked on all number types.
S.H.A.F.T. - Alcohol	Alcohol brand promotions, campaigns for alcoholic beverages	Allowed in the US via Long Code, Toll-Free, or Short Code with a proper age gate (date of birth, not a yes/no checkbox). Sending into Canada requires a separate carrier exemption since standard age gating is not enough.
S.H.A.F.T. - Firearms	Firearm sales, weapon accessories, ammunition promotions	Blocked on all number types with no age-gating workaround. Note: Gun safety and advocacy organizations are not subject to this restriction.
S.H.A.F.T. - Tobacco	Cigarette, cigar, or smokeless tobacco promotions	Allowed on Short Code only with a compliant age gate. Not allowed on Long Code or Toll-Free.
S.H.A.F.T. - Vape / E-Cigarettes	Vaping devices, e-liquid, vape accessories	Blocked on all number types. There is no Short Code pathway for vape content.

Sending to Canada

Canada has stricter rules than the US for age-gated content. Even if your setup is fully compliant in the US, all age-gated messages must be blocked from Canadian recipients unless you have a specific carrier exemption.

The few categories that may qualify for a Canada exemption include pocket knives, lighters, and non-alcoholic beverages. Standard S.H.A.F.T. categories like alcohol and tobacco do not automatically qualify.

What Happens If You Violate These Rules?

If Carriers identify prohibited content on your account, your sending will be suspended immediately and you will see a notification in your dashboard. Your TFN may also be reported which can affect future sending.

If you think your account was flagged by mistake, contact our support team. Some cases are reviewed individually and we will do our best to find a compliant path forward for your business.

Frequently Asked Questions

My state has legalized cannabis. Can I still send SMS promotions?

No. Federal law takes priority, and carriers apply a blanket ban on cannabis-related messages across the US and Canada. This also applies to CBD and Kratom.

I sell alcohol. Can I text my customers?

Yes, with conditions. You need a working age gate on your website that collects date of birth, and your messages must go through a compliant number type in the US. Sending into Canada needs a separate carrier exemption.

What is the difference between first-party and third-party for loans or debt?

First-party means you are the company that gave or owns the loan or debt. Third-party means you are reaching out on behalf of someone else. Only first-party messaging may be allowed, and only under specific conditions.

Can I send messages about firearms if I run a shooting range or safety course?

Gun safety and advocacy organizations are treated differently from businesses selling weapons. If you are unsure whether your use case qualifies, reach out to TxtCart before sending.