Why is my message failing?

Learn why a text message may fail to deliver and how to identify the specific delivery error in Captivated.

There are several reasons a text message may fail to reach a customer. The fastest way to troubleshoot a failed message is to first check the Failed Message Indicator in Captivated.

Check the Failure Reason First

When a message fails, select the dropdown indicator associated with the failed message to view additional information about the delivery error.

The error details can help identify whether the issue is related to the recipient’s number, carrier filtering, message content, or another delivery problem.

For more information, see SMS Error Reports.

Always check the error associated with the failed message before resending it. Repeatedly sending the same message may not resolve the issue and can sometimes make carrier filtering more likely.

Common Reasons Messages Fail

1. The Recipient’s Number Can’t Receive SMS

Not every phone number can receive text messages.

For example, a traditional landline generally cannot receive SMS. Some VoIP or other phone numbers may also have limitations.

Captivated provides an SMS verification indicator to help you understand whether a number is textable.

Indicator	What It Means
Green	SMS Verified — the number is textable and has successfully communicated through Captivated.
Blue	Mobile Verified — the number is identified as textable, but you haven’t successfully exchanged messages with it yet.
Yellow	Non-Mobile or VoIP — texting capabilities may vary.
Red	Confirmed Landline — the number is not textable.
Gray	Unknown — texting capability has not been confirmed.

You can review this information from the customer’s contact details.

2. The Carrier Filtered the Message

Mobile carriers use filtering systems to protect their customers from unwanted, fraudulent, or abusive messaging.

A legitimate business message can occasionally be filtered based on factors such as:

• Message content
• Sending patterns or volume
• URLs
• Recipient engagement
• Spam complaints
• Opt-out activity
• Sending reputation
• Messaging registration or compliance
• Repeated or highly similar messages

Carrier filtering is dynamic, so there isn’t a definitive list of words or phrases that will automatically cause a message to fail.

Send relevant, expected messages to customers who have provided the appropriate consent, identify your business clearly, and avoid sending repetitive or unsolicited messages.

3. The Message Contains a Risky URL

URLs can affect message deliverability, particularly when the destination or domain has a poor reputation.

Avoid using public URL shorteners (bit.ly, tiny.url, goog.le) that obscure the final destination of the link.

Whenever possible:

• Use your business’s own domain.
• Use a branded or dedicated shortened domain.
• Make sure the destination is legitimate and directly related to your message.
• Avoid redirect chains or suspicious-looking URLs.

If you need assistance with shortened links, contact Captivated Support.

4. Sending Patterns Triggered Carrier Filtering

Carriers evaluate more than the content of an individual message. They also look at messaging behavior.

Delivery may be affected by patterns such as:

• Sudden increases in messaging volume
• Sending large quantities of identical messages
• High rates of unanswered outbound messages
• High opt-out or complaint rates
• Messaging that differs significantly from the registered use case

For messages being sent to a large audience, use Captivated’s Announcements functionality and follow your organization’s messaging and consent requirements rather than manually sending the same message repeatedly.

5. The Carrier or Recipient’s Network Couldn’t Complete Delivery

Sometimes a message fails for reasons outside of your control.

For example:

• The recipient’s device may be unavailable.
• The recipient may have poor or no cellular service.
• The carrier may be experiencing a temporary network issue.
• The recipient’s account or messaging service may be temporarily unavailable.
• There may be an issue between carrier networks.

Depending on the failure reason, the customer may be able to receive messages again later.

6. The Message Contains Prohibited or Restricted Content

Certain categories of content are prohibited or restricted by mobile carriers and messaging providers.

Examples can include content related to:

• Illegal activity
• Certain controlled substances
• Gambling
• Adult content
• Fraudulent or deceptive offers
• Other prohibited or restricted messaging categories

Businesses are responsible for ensuring their messaging complies with applicable carrier requirements, laws, and Captivated’s messaging policies.

7. The Recipient Has Opted Out or Complained

If a recipient has opted out of text messaging, you should not continue sending messages unless they appropriately opt back in.

Carrier filtering can also be affected by recipients reporting messages as spam or unwanted.

High complaint or opt-out rates can negatively affect your organization’s messaging reputation and future deliverability.

Only send messages customers expect to receive, honor opt-outs promptly, and make it clear who is messaging them.

What Should I Do When a Message Fails?

Start with the Failed Message Indicator rather than immediately resending the message.

Depending on the error:

1. Confirm that the customer’s phone number is correct.
2. Check the SMS verification status of the number.
3. Review the message for unusual links or content.
4. Confirm the customer is eligible and appropriately consented to receive the message.
5. Avoid repeatedly sending the same failed message.
6. Contact Captivated Support if the error isn’t clear or failures continue.

Need Help?

If you’re unsure why a message failed, contact Captivated Support using the in-app Support option. Our team can help review the failure information and determine the appropriate next step.