URL Shortener

A URL link shortener is a tool that takes a long web address and compresses it into a short, condensed link (like bit.ly/x7K9p or a custom short domain) that redirects to the original destination when clicked.

1. Character limits and cost efficiency
   SMS messages are billed and segmented in chunks of 160 characters (or fewer if special characters/emojis are used). A long URL can eat up a huge portion of that limit or push a message into multiple segments, increasing cost. Shortened links free up space for the actual message content.

2. Carrier filtering and spam detection
   This is the bigger one. US carriers (AT&T, Verizon, T-Mobile) and messaging platforms run automated filters to detect spam, phishing, and fraud. Generic, public URL shorteners (bit.ly, tinyurl, etc.) are heavily associated with spam and scam campaigns because bad actors use them to mask malicious destinations. As a result:

   • Messages containing public shortened links often get flagged, filtered, or blocked by carriers before they reach the recipient.

   • This can tank delivery rates and even get a campaign or number suspended if carriers deem it spammy.

3. Best practice: branded/dedicated short links
   Because of this, the standard guidance in A2P messaging is to avoid generic public shorteners and instead use:

   • A dedicated, branded short domain registered to your business

   • Links that are registered/whitelisted with carriers as part of your 10DLC campaign registration, so carriers can verify the domain is tied to a legitimate, vetted sender

4. Traceability and click tracking
   Shortened links also let businesses track click-through rates, which is useful for measuring engagement.

You can use our URL shortener API here to generate a compliant short link for your campaigns. This helps prevent your messages from being flagged as spam due to the link while also allowing you to track click-through rates.

• Make sure to use Signal House's dedicated link shortener to stay compliant

• The Signal House URL shortener helps minimize potential issues with upstream partners and carriers while also allowing you to track your click-through rates.

• 📧 Email: support@signalhouse.io

• 💬 Live Chat: Built into the Signal House portal

• 👨‍💼 Dedicated Manager: For volume onboarding, reach out to your Account Manager