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What is SHAFT and how does it relate to Texting?

SHAFT stands for Sex, Hate, Alcohol, Firearms, and Tobacco, but also includes Vaping and Cannibis.  The Text Campaign Registry restricts text campaigns and messaging with content related to these practices.

SHAFT violations in the context of The Campaign Registry (TCR) and SMS marketing refer to the prohibited transmission of content related to Sex, Hate, Alcohol, Firearms, and Tobacco (including vaping and often cannabis). These guidelines, enforced by the CTIA and mobile carriers, are designed to protect consumers, and violations can result in severe penalties, including campaign rejection, heavy fines, and permanent suspension of service. 
 
What Constitutes a SHAFT Violation?
Carriers, particularly T-Mobile, have implemented strict,,, automated, and human-monitored detection systems for SHAFT content. 
  • Sex: Sexually explicit content, dating services, and suggestive language.
  • Hate: Hate speech, discrimination, and content promoting violence.
  • Alcohol: Marketing or sales of alcoholic beverages.
  • Firearms: Content related to weapons, ammunition, and accessories.
  • Tobacco: Tobacco products, e-cigarettes, and vaping devices.
  • Cannabis/CBD: Generally treated as a "de facto" SHAFT category and blocked by most carriers, even if legal in the sender's area. 
  • Ketamine: Generally treated as a "de facto" SHAFT category and blocked by most carriers, even if legal in the sender's area. 
 
Consequences of SHAFT Violations (TCR & Carriers)
Violating these rules within your 10DLC (10-digit long code) campaign registration or messaging can lead to: 
  • Message Filtering/Blocking: Immediate blocking of messages by carriers.
  • Fines: T-Mobile, for example, has been reported to charge $500 per violation for SHAFT content.
  • Campaign Rejection: TCR will reject registration, or suspend active campaigns if SHAFT content is detected.
  • Suspension: Permanent termination of your SMS program and/or phone number.
  • Severity-0 Violation: In the CTIA monitoring framework, SHAFT violations are often classified as Severity-0 (highest), indicating significant potential harm to consumers. 
 
How to Avoid Violations
  • Strict Age-Gating: For permitted categories (like alcohol), you must have a robust, verified age-gate (21+) implemented.
  • Avoid Prohibited Content: Do not send any content that falls into the SHAFT categories via standard 10DLC or Toll-Free SMS.
  • Campaign Registration: Ensure your 10DLC campaigns are registered with TCR and that the description is accurate, not misleading, and not violating these policies.
  • Clear Opt-Outs: Always respect and properly handle STOP requests. 
While some SHAFT content may be permitted with strict compliance on specialized channels, it is generally advised to avoid this content in standard A2P (Application-to-Person) messaging.