Why Use Short URLs?

Link tracking is critical for marketers running multiple campaigns. It can provide an easy way to verify ROI from email and messaging campaigns, giving marketers valuable insight into the success of their messaging. Sadly, public shortened URLs often redirect multiple and, as a result, may be blocked in some secure browsers or provide incomplete tracking. Because shortened URLs hide the real website destination from the contact, they have been abused to send SPAM messaging or direct contacts to phishing or fraudulent pages. 

Mobile Carrier Blocking

In September of 2020, two carriers decided to take action against messages containing public URL shortener links. T-Mobile and AT&T published specific guidelines regarding these URLs, along with best practices for mobile marketers.

• T-Mobile announced in an updated Code of Conduct that its spam filters would begin checking for URLs with multiple redirects, which may be blocked. This limitation applies to commercial messaging through applications – like iZigg or its competitors. In its guidelines, T-Mobile specifically warned against using URL shorteners to mask repeatedly sending the same URL to any contacts, with language suggesting services like bit.ly or rb.gy may be blocked.

• AT&T announced that due to the frequency with which public link shorteners are used for fraudulent traffic and phishing scams, it has plans to block them entirely. Beginning September 30, 2020, AT&T began blocking messages containing some public URL shortener links from local (10DLC), toll-free, and short code marketing channels.

iZigg’s Safer URL Shortener

Although these restrictions began with T-Mobile and AT&T, other carriers will likely follow their example. Their efforts to protect subscribers from fraudulent use of shortened URLs may help the mobile messaging industry reduce abuse. Unfortunately, this presents a problem for users who depend on short URLs convenience and tracking to measure campaign ROI. 

In response, iZIgg offers a safe, trusted Onboard URL Shortener in our message composing screen that will not be blocked by carriers. Our URL shortener helps you save valuable character space in your messaging, and offers exceptional click-through tracking. Click-through tracking lets you track whether or not a contact has clicked a link you sent out. You can then save that data to their contact profile for future targeting or have further actions carried out automatically.

Still Have Questions?

Follow the practices above to improve client engagement and watch satisfaction rates soar! And check out our other articles for more advice on specific industries and use cases.