HOW URL SHORTENERS ARE ABUSED

Short links are an easy way to send and track links via SMS, but they can lead to poor results. Public URL shorteners may redirect multiple times, and may cause messages to get blocked by carriers or aggregators. Public URL shorteners are special domains, like bit.ly or tiny.url, that can be used to create short URL’s that redirect or forward traffic to the domains of multiple different businesses. Many of these public services let users create multiple short links for the same website, or include minimal activity tracking.

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.

THE SAFE IZIGG 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.