Sitting there watching those spinning wheels on your messages can drive you mad. Whether you’re in Sydney’s CBD or out in the bush, text delivery issues can hit anyone.
You’re not alone – roughly 1-5% of texts never make it to their destination.
Let’s sort out 10 common reasons your messages aren’t getting through.
Your Messaging Practices Aren’t Compliant
The Australian Communications and Media Authority (ACMA) regulates commercial electronic messaging through the Spam Act. While there’s no mandatory registration for all businesses yet, you must comply with consent, identification, and unsubscribe requirements. This is especially important if you’re sending marketing messages to Australian mobile numbers.
You’re Using the Wrong Type of Service
Personal texting (P2P) works fine for messaging your mates, but if you’re running a business, you’ll need proper business messaging services (A2P). Most Aussie businesses use dedicated SMS platforms that comply with local regulations. Using your personal mobile for mass texting might get you flagged.
Your Content’s Not Up to Standards
The Spam Act has strict rules about message content. Your texts won’t comply if they contain inappropriate content, lack proper sender identification, or don’t include a functional unsubscribe option. Remember, Australian Consumer Law requires clear identification and opt-out options.
You’re Overdoing It
Nobody likes spam. While there’s no hard limit, hammering people with too many messages may violate consent. A tradie might need to send several booking confirmations daily, while your local cafe might stick to a weekly special announcement. Use your common sense and respect recipient preferences.
Your Links Look Suspicious
Aussie telcos are particularly cautious about suspicious looking links due to the rise in scam messages. If you’re including website links, avoid URL shorteners that might look suspicious. Major Australian banks and organisations have been impersonated before, so carriers are extra vigilant.
Your Service Won’t Work Everywhere
If you’re trying to reach customers across different states or territories, remember that time zones matter. Messages sent at 3 PM in Perth might hit Melbourne phones at 6 PM. Consider timing when sending messages across different regions.
Your Contact List Is a Mess
Your delivery dramas might come from outdated mobile numbers or disconnected services. With Aussies changing numbers or switching providers for better deals, regular list cleaning is crucial. Ensure you have proper consent for each number on your list.
Your Contacts Have Opted Out
Fair enough – some people don’t want your messages. Whether they’ve used your unsubscribe function or replied with ‘STOP’, you need to respect their choice. It’s not just good manners, it’s Australian law.
Consent Issues
Ensure you have either express or inferred consent before sending commercial messages. Express consent is direct permission, while inferred consent might come from an existing business relationship. Without proper consent, your messages may not comply with the Spam Act.
Technical Issues
Sometimes it’s the simple things: your recipients might have their phones set to use WhatsApp or Facebook Messenger instead of SMS, or there might be network issues (we all know how patchy reception can get in regional areas).
Getting Back on Track
The key to successful SMS delivery in Australia is following local rules and using proper business messaging services. Make sure you comply with the Spam Act, keep your contact lists fresh, and always include clear business identification and functional unsubscribe instructions.
Need a hand sorting this out?
Consider consulting ACMA resources or reviewing the Spam Act guidelines. Most Aussie SMS providers offer local support during business hours, and they’ll know exactly how to navigate our local requirements.