The wrong link can sink an otherwise clean message. Public shorteners (the free ones everyone recognizes) are so abused by spammers that carriers filter them on sight. A link on your own domain, or your platform's branded shortener, signals a legitimate sender and lands. One per text, matched to the message.
Why public shorteners hurt you
Carriers can't see where a free shortened link goes, and spammers hide behind exactly those, so the whole class gets flagged. Your legitimate message inherits the suspicion. A branded or campaign-domain link is transparent and trusted.
Link hygiene that delivers
One link per message. Point it to a page that matches what the text promised, a mismatch reads as a trick and raises complaints. Avoid stacking a link with 'click here' and all caps, which compound the spam signal.
Frequently asked questions
Can I use a link shortener in campaign texts?
Use a branded or campaign-domain shortener, not a free public one, those are associated with spam and get filtered. Keep it to one link per message, matched to the content.
Why do links get my texts filtered?
Free public URL shorteners are heavily used by spammers, so carriers filter them. Use your own domain or a branded shortener, and don't pair the link with spam-triggering content.
Informational, not legal advice.
Keep reading: Why are my campaign texts not delivering and How do I keep my texts from being marked spam.