Risk assessment is crucial for determining whether SMS content will be delivered successfully and remain compliant. This page provides frameworks for evaluating content risk before sending campaigns.
| Factor | Weight | Low Risk (1-3) | Medium Risk (4-6) | High Risk (7-8) | Critical Risk (9-10) |
|---|---|---|---|---|---|
| Business Category | 40% | Allowed categories | Restricted categories | Prohibited with exceptions | Completely prohibited |
| Content Words | 30% | No trigger words | Few medium-risk words | Multiple high-risk words | Critical trigger words |
| Consent Quality | 20% | Double opt-in | Express consent | Implied consent | Questionable consent |
| Sending Practices | 10% | Best practices followed | Minor issues | Multiple violations | Severe violations |
| Total Score | Risk Level | Recommended Action | Approval Required |
|---|---|---|---|
| 1.0 - 3.0 | 🟢 Low Risk | Proceed with standard review | Marketing manager |
| 3.1 - 5.0 | 🟡 Medium Risk | Enhanced review required | Compliance officer |
| 5.1 - 7.0 | 🟠High Risk | Legal review recommended | Legal counsel |
| 7.1 - 10.0 | 🔴 Critical Risk | Do not send | Executive approval only |
| Business Type | Base Risk Score | Risk Factors | Mitigation Strategies |
|---|---|---|---|
| E-commerce (General) | 2 | Product type, claims made | Clear product descriptions, honest pricing |
| Healthcare (Non-Rx) | 4 | Health claims, HIPAA compliance | Medical disclaimers, privacy protection |
| Financial Services | 6 | Regulatory compliance, claims | Legal review, conservative language |
| Real Estate | 3 | Fair housing laws, licensing | Licensed agent messaging, compliant offers |
| Education | 3 | FERPA compliance, age verification | Student privacy protection, parent consent |
| Food & Beverage | 2 | Health claims, allergen info | FDA compliance, clear labeling |
| Technology/Software | 2 | Performance claims, privacy | Accurate specifications, privacy policies |
| Travel & Hospitality | 3 | Pricing accuracy, cancellation terms | Clear terms, honest pricing |
| Automotive | 3 | Financing offers, safety claims | Accurate specifications, financing disclosures |
| Professional Services | 2 | Licensing requirements, claims | Professional credentials, realistic expectations |
| Red Flag | Risk Level | Action Required |
|---|---|---|
| Cannabis/CBD mentions | Critical | Stop immediately |
| Payday loan language | Critical | Stop immediately |
| Gambling terminology | Critical | Stop immediately |
| Firearms references | Critical | Stop immediately |
| Get rich quick schemes | Critical | Stop immediately |
| Prescription drug offers | Critical | Stop immediately |
| Third-party lead generation | Critical | Stop immediately |
| Word Category | Risk Multiplier | Evaluation Criteria | Context Considerations |
|---|---|---|---|
| Critical Trigger Words | 10x | Immediate filtering | No acceptable context |
| High-Risk Financial | 5x | Strong spam signals | Professional context may reduce risk |
| Urgency/Pressure | 3x | Manipulation tactics | Genuine urgency may be acceptable |
| Free/Discount Claims | 2x | Promotional signals | Legitimate offers reduce risk |
| Superlatives | 1.5x | Exaggerated claims | Factual superlatives acceptable |
| Element | Check | Risk Impact | Scoring |
|---|---|---|---|
| Prohibited words present | Count critical/high-risk words | High | +2 per critical word |
| ALL CAPS usage | Percentage of message in caps | Medium | +1 if >20% caps |
| Excessive punctuation | Multiple !!!, ???, $$$ | Medium | +1 per excessive use |
| Unrealistic claims | Guarantees, impossible promises | High | +2 per unrealistic claim |
| Pressure tactics | Urgency without justification | Medium | +1 per pressure tactic |
| Clear sender ID | Business name clearly stated | Reduces risk | -1 if present |
| Opt-out instructions | STOP instructions included | Reduces risk | -1 if present |
| Professional tone | Business-appropriate language | Reduces risk | -1 if professional |
| Consent Type | Risk Score | Documentation Required | Validity Period |
|---|---|---|---|
| Double Opt-In | 1 | Initial opt-in + confirmation | Until opt-out |
| Express Written | 2 | Signed form, clear language | 3-5 years |
| Express Oral | 3 | Recorded consent, transcript | 3-5 years |
| Website Opt-In | 4 | Form submission, IP address | 2-3 years |
| Implied Consent | 6 | Existing relationship proof | 1-2 years |
| Purchased List | 10 | Never acceptable | Invalid |