Messaging Policy

This policy sets the rules for sending text messages and WhatsApp business messages through Calilio. It forms part of our Acceptable Use Policy and of your agreement with us.

Messaging is more tightly controlled than calling. Two separate sets of rules apply: the law in each country, and the rules the mobile carriers impose on everyone who sends messages across their networks. Carrier rules are contractual, and a carrier can block your messages even where the law would have allowed them.

1. Consent: the rule behind every other rule

You must have permission from the person before you message them. Permission must be given by the person themselves, not bought, rented, inherited from another company, or assumed.

• Permission is specific. Agreement to receive delivery updates is not agreement to receive marketing.
• Permission is not transferable. If you buy a list or acquire a business, that consent does not carry to you.
• Marketing needs written consent. In the United States, marketing messages sent with automated systems require prior express written consent, and you must make clear that agreeing is not a condition of buying anything.
• Keep the evidence. Record the date and time, where and how the person signed up, what they were shown when they agreed, their phone number, and the campaign it applied to. A carrier or a regulator can ask for this, and we may have to ask you for it at short notice.

Where you collect permission, you must show: who is sending, what the messages will be about, roughly how often, that message and data rates may apply, how to get help, how to stop, and a link to your privacy policy and terms.

2. Opting out

• STOP must always work. So must the ordinary words people actually use: stop, end, quit, cancel, unsubscribe, revoke and opt out. Capital letters, spaces and punctuation must not break it.
• Honour a stop request however it arrives. If someone asks to stop by replying, by email, by phone, or by telling your support team, that counts. You may not insist on one particular channel.
• Act quickly. Treat a stop request as effective immediately, and in no case later than 10 business days.
• HELP must work too, and must reply with who you are and how to reach your support.
• Watch your opt-out rate. A rising opt-out rate is the earliest sign that a campaign is being treated as spam, and carriers filter on it. The exact thresholds are set by carriers and change without notice, so we publish the current figures separately rather than fixing them in this policy. Ask support@calilio.com for the current thresholds before you launch a large campaign. As a rule of thumb, a low single-digit percentage is normal and anything climbing beyond that needs investigating the same day.

3. Identifying yourself

• Every message must make clear who is sending it. A recipient should never have to guess.
• Use the sender identity you registered. Do not change the displayed sender to disguise the origin of a message.
• Do not use a number, brand or name you are not entitled to use.
• Follow the sender-identity rules of the destination country. Some countries require pre-registration of a sender name, and some prohibit alphabetic sender names entirely.

4. Registration before you send

Several countries require a message campaign to be registered before traffic will be delivered.

• United States. Registration requirements depend on the route your messages take. Business messaging over standard ten-digit local numbers must be registered: you register the brand, then each campaign, with its purpose, sample messages and a description of how people opt in. Toll-free numbers and short codes follow their own verification processes. Unregistered traffic on a route that requires registration is blocked or heavily filtered. Tell us which route you intend to use and we will tell you what applies.
• Publish your privacy policy and terms. You must publish a privacy policy and terms of service at public web addresses. Since 30 June 2026 our carrier partner rejects campaign registrations that do not supply both, and rejects a privacy policy that indicates personal data is shared with third parties for their marketing. Your opt-in evidence must also be reachable without a login.
• Give accurate information. A registration that misdescribes the campaign will be rejected, and repeated rejections affect your ability to send at all.
• Other countries operate their own registration schemes. We will tell you what applies to the destinations you are sending to.

5. What you must not send

We also prohibit URL shorteners that hide the true destination, because carriers filter them and they are the most common vehicle for message fraud. Use a link on your own domain.

6. Sending behaviour

• Do not send at volumes designed to evade filtering, including spreading identical content across many numbers, rotating numbers to avoid blocks, or inserting characters to defeat content matching.
• Do not use Calilio for one-way broadcast to people who have no relationship with you.
• Respect quiet hours in the recipient's local time where the law sets them.
• Keep the content matching the campaign you registered. A campaign registered for appointment reminders must not carry promotions.

7. WhatsApp business messaging

WhatsApp messaging is provided through Meta and carries Meta's own rules in addition to this policy.

• A person must opt in before you message them on WhatsApp, and the opt-in must make clear they will be contacted on WhatsApp specifically.
• Message templates must be approved by Meta before use, and using an approved template for a different purpose is a breach.
• There is a time window for free-form replies. Outside it, only approved templates may be sent.
• Meta operates its own quality rating. Poor ratings reduce your sending limits and can stop your number being used.
• When you use WhatsApp through Calilio, message data passes through Meta's systems. Our Privacy Policy and Sub-processor List explain this, and Meta applies its own retention.

8. Your responsibilities, and ours

We do not read your messages to check them. We act on complaints, on carrier notifications, and on automated abuse signals such as spikes in opt-out or failure rates.

9. What happens when this policy is broken

1. We contact you and ask you to fix the problem.
2. We pause the campaign or the number if it continues or if a carrier requires it.
3. We suspend messaging on the account for a serious or repeated breach.
4. We close the account for fraud or illegal content, and report it where the law requires.

Carriers can also block your traffic directly, and can impose fines on us for traffic that came from your account. Where a carrier fines us because of your messages, we will pass that cost to you.

10. Reporting a problem

If you received an unwanted or fraudulent message from a Calilio number, write to abuse@calilio.com with the sending number, your own number, the date and time, and the message text. We investigate every report.

11. Changes to this policy

Carrier rules change often and sometimes at short notice. We update this policy to match and we tell customers when a change affects what they can send. The date at the top shows the current version.

12. Questions

If you are unsure whether a message campaign is allowed, ask support@calilio.com before you send it. We would far rather answer a question than unblock a suspended account.