Current as of 20 Jan 2023

Calilio’s Messaging Policy

By accessing our website, you are agreeing to be bound by these terms of service, and agree that you are responsible for compliance with any applicable local laws.

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We designed Calilio to enable you to send and receive direct messages on preferred devices like laptops, smartphones, office desktops, and IP - enabled phones. You can review, modify and adapt the messaging platform and engagement per your needs. We want you to have the best experience using Calilio for messaging without conflict, hassles, and confusion. We strive to make your messaging engagement precise, less redundant, and cluster-free.

To create your messaging on our platform conveniently accessible, we collaborate with our customers, record the shared feedback and suggestions. We initiate multi-directional or bi-directional messaging upon the formal consent of engaged parties. We regularly assist with troubleshooting and problem-solving appropriately. We help our customers get rid of unnecessary or unsolicited messaging. We also ensure that messaging sent and received using our platform meets the regulations, laws, industry guidelines, and expected standards as applicable.

You are urged to read through this policy, comprehend and comply accordingly. This policy highlights consent, communication management, opt-out conditions, and messaging content discouraged or prohibited.

General Terms of Messaging

Upon subscribing to Calilio, we expect you to utilize the platforms for legal, appropriate, and respectful applications. We want you to enjoy the best messaging application with convenient implementation, resourceful utilization, and cross-device accessibility. You are asked to send your queries, confusion, and doubt to our representatives via We regard all messages communicated between the involved parties in our platform as Application-to-Person (A2P) messaging. This policy will bind every incoming and outgoing message, whether you're sending SMS, MMS, in-app messaging, promotional messaging, advertising information, transactional alerts, etc.

Regardless of phone numbers type subscribed (local, international, and toll-free) and use cases, Calilio's messaging policy covers rules and/or prohibitions of the following:

  • User’s consent or opt-in

  • Consent repeal or opt-out

  • Sender’s identity

  • Messaging platform usage

  • Clarification concerning evasion

  • Administrative management and enforcing

We at Calilio expect you to use our messaging platform for healthy, impactful, positive communication and ensure complete adherence to this messaging policy. When indulging other parties from your network, like clients, third-party partners, or other stakeholders, you should confirm that they oblige with our policies. We offer you a limitless, flexible, and much powerful messaging platform.

For unverified users, we limit messaging to 10 SMS per day. While Verified users can avail of limitless messaging capacity. For this, they must be A2P10DLC verified in the USA and Canada. Messaging and data rates will be applied to all incoming and outgoing messaging, per company policy. The company is dedicated to providing secure and authenticated messaging services and upgrading them accordingly.

User’s consent or opt-in

At Calilio, we regard the consent and opt-in of the customers very seriously. We do not want our customers to feel that their views, stances, and desires are not respected. With informed decision-making and personal choices, we enable our customers to agree or deny their consent. Customers' consent must be given freely, calculatingly assessed, and unambiguous. Consent must not be received through manipulation, forceful cohesion, and other inappropriate means.

We record the customer's consent for evidence in case of contract tampering, flouting rules and regulations, exploitation, data theft, identity crisis, conflicts of interest, and legal dilemma. We respect the customer’s right to accept or deny the messaging's collection, processing, and monitoring. The communications must always be appropriate per legal, moral, and ethical expectations.

To ensure that our customers adhere to the same standards, we require them to meet the following requirements when dealing with their users and customers:

  • You must obtain the recipient's permission to communicate with them before sending your initial message. It must be made clear to the individual signing the document, occasionally referred to as 'consent,' what kinds of messages they are ready to receive. A copy of the document that the intended recipient of the communication signed should be kept as confirmation of consent, as should a time stamp of the customer's sign-up flow completed.

  • Should you fail to communicate with the receiver within a certain time frame after receiving the first consent for the initial conversation. You should request subsequent consent again.

  • The consent given is exclusive to the involved parties/individuals and must apply to the specific purpose or approved campaign. You shall not regard the consent for applicability in promoting other brands, products/services you endorse.

  • Even after the end user decides not to receive messages, documentation of their opt-in permission must be preserved as local legislation or industry norms prescribe.

Alternative consent requirement

Apart from above mentioned consent criteria/requirement, alternative consent can be established in two ways, as discussed below:

Contact initiated by an individual

When another person starts contacting you, you can engage in dialogue with him/her/them. For instance, if a person asks about store opening hours, you may choose to facilitate a direct exchange of information. In such a scenario, inbound and outbound messaging can consist of consent and proof of consent. The consent only applies to the involved parties for that particular communication for a limited duration. Additional permission is needed to initiate conversation outside that particular dialogue communications.

Informational content to an individual based on a prior relationship

When communicating with a person with whom you've established past interaction and who hasn't yet expressed an intention to not hear from you but who has made some steps toward exploring the possibility of dialogue, you may send them a text message.

The actions include tapping a button, activating an alert, scheduling an appointment, or posting an order. Appointment alerts, invoices, unique passwords, order/shipping/reservation assurances, diners coordinating pick-up locations with riders, and technicians verifying service call times are examples of appropriate messages in such instances.

The message itself cannot attempt to market a product, encourage individuals to acquire something, or endorse a cause that benefits the community.

Periodic Messages and Message Frequency

Presenting an explicit indication of how to unsubscribe from your SMS campaign using standard opt-out language is an effective method to confirm the recipient's consent if you intend to send them communications frequently. Moreover, you must acknowledge the message recipient's choices for how often you interact with them. In keeping with local regulations and business standards, you must actively encourage people to confirm their approval.

The users can choose the frequency of the message themselves on the ground of several incoming messages and preferred messaging limits. Based on the user’s consent, the frequency of communication can be daily, hourly, or essential only updates. Instead of constantly updating customers, frequency filtering prevents annoyance, boredom, and difficulty sorting the incoming messages.

Identify Yourself as the Sender

You should ensure your identity as the sender so the receiver can instantly identify you for every subsequent communication except in follow-up messages of an ongoing conversation.

Additional Restrictions on Messaging/Prohibited Messaging

Apart from the restraints mentioned above, Calilio mandates additional restrictions are imposed on sharing messages comprising of :

  • Pornography, malware, virus, obscene, harassing, exploitative and defamatory messages, and spam

  • Impersonation, disinformation, scams, phishing, or any false message used to trick consumers into revealing their or another individual's private data, including but not limited to health, well-being, or financial details

  • Transmission of malicious and suspicious contents and materials, including malware, virus, and trojan horses

  • Contents promoting sales, consumption, promotion, and use of heavy drugs, CBD, sedatives, firearms, weapons, and vapes, whether they contain images, textual representation, and links or not

  • Communication concerning rape, molestations, prescription medications, gambling, third-party loans, sanctions, adult service engagement, firearms, and explosives.

  • Messages concerning loan collection, availability of interest-based loans, credit repair and access, get-rich schemes, and cryptocurrency dealings ( based on national, regional, and international laws)

  • Discrimination, abusive or predatory material, hate speech, or correspondence from aggressive groups.

  • Message content promoting, inciting sales of user information to the third party.

  • Anything which intentionally bypasses filtration and censoring.

Forbidden message categories for SMS/MMS

Financially hazardous offerings
  • Instant/Payday loans

  • rapid lending with high-interest charges

  • Auto and mortgage financing from external sources

  • Education financing

  • Cryptocurrency

'Third-party' refers to any other party for initiation that does not constitute the company tasked with maintaining the loan on its behalf.
Forgiving debts or recovery
  • Collection of debt by a third party

  • Absorption of debts

  • Debt reduction

  • Credit-repair solutions

Cannabis is federally illegal in the United States. Cannabis businesses will not be permitted to use SMS/MMS messaging in the US, regardless of message content.
CBD is federally legal but is subject to varying legal restrictions across US states, so US carriers do not permit CBD-related messaging.
Fireworks are regulated, and US and CA carriers do not permit fireworks-related messaging.
Prescription drugs
  • Drugs that require a prescription

Offers for medicines that cannot be sold over-the-counter in the US/Canada are forbidden.
  • Casino apps

  • Gambling websites

Gambling traffic is prohibited in the US and Canada on all number types (Toll-Free, Short Code, Long Code).
'S.H.A.F.T.' use cases
  • Sex

  • Hate

  • Alcohol

  • Firearms

  • Tobacco

Tobacco and alcohol trafficking is prohibited on Toll-Free, though it is permitted on Short Code or Long Code if age-gating regulations are complied with.
Traffic incorporating firearms & e-cigarettes is not authorized.

Country-Specific Rules

All messages must conform to the regulations and rules of the nation wherever the message recipient dwells. Review Country-Specific Standards to learn more about the requirements of other nations. Furthermore, please understand Country Specific Requirements before sending messages to recipients abroad or in certain countries. Ensure that your messaging approach doesn’t go against community, legal, and ethical standards; to solidify professional integrity.

Age and Geographic Gating

You have to guarantee that the message content adheres to every relevant regulation and rule of the region where the individual receiving it is domiciled, along with receiving authorization from all of them. Also, you must ensure that no exchange of information is completed with a receiver under the age of consent in their area of responsibility.

You must have measures that ensure compliance with these limitations as proof of Conformity.

Policy of Non-Sharing of Mobile Numbers

To protect the customer’s privacy, we do not share the contact details of our users. We treat the personal contact number with extreme care and respect the user's need for complete confidentiality. We do not reveal such information to the third party without prior consent and authorization of the number holder/owner.

However, we will have to reveal such information if requested by the court, security, and higher authorities. An opt-out policy clause empowers the customers to prevent sharing their data with other parties. Regional policy, legal transitions, government directives, and other regulatory compliances also impact this aspect.

Our Messaging Policy Violation Detection and Prevention Evasion policy includes

  • Anything intended to prevent identification: We are against anything expressly meant to avoid recognition/detection by unwanted messaging detection and prevention mechanisms.

  • Misspellings and non-standard phrases in messages to avoid detection are considered deliberate attempts. -Snowshoeing: We forbid the ' snowshoeing practice, ' which means delivering identical or comparable messages to numerous phone numbers to circumvent detection and prevention systems for unauthorized communications.

  • Other forbidden conduct: We further forbid any other acts against our Messaging and Acceptable Use policies.

  • We also urge our customers to refrain from sharing personal details including phone numbers, and sensitive information with third parties.

How We Handle Violations

In the wake of policy breaches, we collaborate in good conscience with those we serve to bring them back in line with the regulations in force. Nevertheless, in the event of significant violations of this arrangement, we have the authority to immediately suspend and/or terminate access to the platform for customers and others who do not abide by the law, standards in the marketplace, or our Messaging Policy.

Calilio ensures that such cases are handled appropriately, with in-depth investigation and factoring in other causes that impact message delivery. The security of our messaging platform and users is always a paramount priority, with multi-layered security, access authorization, and device authentication.


Any initial communication sent to the recipient should contain phrases like "Reply STOP to unsubscribe," or other standard opt-out terms like STOPALL, UNSUBSCRIBE, CANCEL, END, and QUIT, to ensure compliance with regulations.

It's crucial to remember that people can withdraw their agreement at any moment by answering with a common opt-out term. You can deliver their request has been processed. Any future messages must wait until the person gives their permission again.

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