A number's messaging limit follows its quality rating, and the rating follows what recipients do. By the time it drops, the behaviour that caused it is weeks old.
Blocks are the leading indicator
A block is the clearest thing a recipient can say. It costs them one tap and it is counted. Watch the rate rather than the count — a hundred blocks on a hundred thousand messages is a different business from a hundred on two thousand.
Read rate is the quiet one
Messages that are delivered and never opened are the ones that turn into blocks later. A campaign with a healthy delivery rate and a collapsing read rate is on its way down, and nothing in a delivery report will say so.
What to change first
In order of effect: who is on the list, what the first line says, and how often you send. Frequency is the one everybody reaches for and the one that helps least — a relevant message weekly outperforms an irrelevant one monthly.
- Drop numbers that have not engaged in three campaigns
- Put the reason for the message in the first line, not the third
- Send fewer, better-targeted campaigns rather than throttling a bad one
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