Script Content Standards

What you can (and cannot say) in Peer-to-Peer Text Messages.

Keys to Success

The following tips will ensure your messages have the highest delivery rate and helps your account stay in good standing, both with RoboCent and the carriers.

Merge Fields

A Merge Field, or Template Variable, is a field housed within curly brackets {like_this}. This allows us to merge in information from a data set, such as a voter file, directly into an individual script for each text message being sent. Merge fields are required to send certain specific information to an individual contact, such as their first name.
How the Script will look in RoboCent: Hi {first_name}, this is {agent_first_name} with George Patterson for Governor.
What the contact will see on their phone when they receive the text: Hi Sam, this is Rachel with George Patterson for Governor.
The referenced column for the merge field, such as the contacts {first_name}, must be assigned during the Phone List Mapping step.

Script Requirements

  • Texts Must Include Name of Person Sending the Text
    • This can be achieved with {agent_first_name} merge field.
      • How the script will look:
        • "Hi {first_name}, this is {agent_first_name} with Patterson for Senate."
      • What the contact will see:
        • "Hi John, this is Sarah with Patterson for Senate."
This is a carrier requirement to identify the person responsible for sending the Peer-to-Peer message. P2P Text Messages (human-to-human) are required to identify the agent clicking the "Send Message" button.
  • Scripts Must Include the Recipient’s Name
    • This can be achieved with {first_name} merge field.
      • How the script will look:
        • "Hi {first_name}, this is {agent_first_name} with Patterson for Senate."
      • What the contact will see:
        • "Hi John, this is Sarah with Patterson for Senate."
  • Scripts Must Clearly Identify the Organization Responsible
    • The organization name in your script must clearly identify who is responsible for sending the text message.
      • Examples:
        • "Hi {first_name}, this is {agent_first_name} with Patterson for Senate."
        • "....... Thank you. Patterson for Senate. stop=end"
  • Scripts Should Use "First Person" Perspective
    • Texts should always be in the first person, coming from a human directly.
    • " I was wondering if you would like a ride to the polls." or "We are hoping to see you at our event!"
  • All Scripts Must Contain 'Reply Stop' Opt-Out Instructions
    • Verbiage such as: "Reply Stop to End" or "Reply Stop to Unsubscribe" or "Opt-Out? Reply with Stop" will all work.
  • Maximize Merge Fields to Vary Text Scripts
    • Having scripts that are nonidentical will reduce false "spam" blocking.
    • "Hey {first_name} John, this is {agent_name} Ashley and I wanted to invite you to our event on Saturday!"
  • No SPAM Messages
    • Messages must look natural, like two people talking over text messaging. Peer-to-Peer is 1:1 texting, if the messages do not look, feel, and read naturally, the carriers will block it.
  • Avoid ALL CAPS in Scripts
    • This includes words, phrases, or the entire script content.
    • Instead, use proper case which is less likely to be blocked by the carriers.
  • No Use of flagged words & prohibited topics
    • See below for Flagged Keywords and Prohibited Topics
  • Domains (Links/URLs):
    • Links Must Direct to a Legitimate Website for the Registered Sender
      • Websites must contain contact information with the site owner and purpose being clearly labeled.
    • No Shortened URLs, Including,, and more
      • Always use the full and real domain name.
        • ​ instead of,, or a shortened URL such as
        • Not using the full URL can cause display issues on some devices. Make sure your URL includes the Hypertext Transfer Protocol (HTTP) to ensure full compatibility on all mobile devices.
      • This is a Carrier Requirement to help prevent spam on the networks. Messages with shortened URLs will be immediately blocked by the MNOs, regardless of 10DLC Registration Status.
    • No Redirect URLs
      • Make sure URLs stay the same when opened (no blind redirects, 301 & 302 redirects are okay)
    • Only Use Healthy, Spam Free Domains
      • Do not use domains that have a bad reputation or have carrier-level blocking. If the URLs have been used by your organization for outbound texting before registering your account with RoboCent's 10DLC verification system, there is a possibility it is blocked by the carriers.
RoboCent is not responsible for the content of your messages. RoboCent will not provide refunds for messages blocked by carrier filtering. It is the responsibility of the User to ensure they are following proper text messaging guidelines.

Defamation & Libel Prohibited

The carriers don't like risk. Any message that contains information that could be considered defamatory are a violation of our Terms of Service and will be quickly rejected by the carriers.
Using a Political Opponents name to imply or state any conclusion is strictly prohibited
Comparisons to political opponents are allowed if the opponents name is not used in the text message.

Examples of Approved Scripts

"Did you hear what my opponent said last week about [topic]? Read this article to learn more: [link to article]" [Generally Approved]
"My opponent has been in office for 16 years and has gotten very little done. When you elect John Smith, he will get things done starting on day 1!" [Generally Approved]

Examples of Prohibited Scripts

"Did you hear what Tim Potter said last week about [topic]? Read this article to learn more: [link to article]" [Prohibited]
"Tim Potter has been in office for 16 years and has gotten very little done. When you elect John Smith, he will get things done starting on day 1!" [Prohibited]

Flagged Keywords

The following words are flagged by the carriers and will result in carrier filtering. Due to this, our system prohibits the use of any of the following keywords:
Businesses, COVID-19, pandemic, learn more, register, smallbiz, biz, free quote, free, bank, HARP, Department of Education, entitled, reduced, refi, refinance, payment, discharge lend, lending, profanity, lender, loan, loans, fund, funds, bank, approval, approved, debt, money, rate, apply, application, CBD, transfer, qualify, forgive, forgiveness, sex, sexual, firearm(s), gun(s), weapon(s), tobacco, cannabis, marijuana, vape, vaping, $ symbol, any drug or alcohol related words, repeating symbols (Ex !!!) (ALL CAPS are also prohibited).

Prohibited Topics

The following topics are prohibited for commercial or sales messaging:
Messages containing personal attacks, sex, hate, alcohol, firearms, tobacco content, vaping, weapons, drugs, cannabis, gambling, fraud, spam, phishing, deceptive marketing, distribution or malware or app downloads from non-secure locations, loan, debt consolidation, debt relief and student loan programs from any enterprise that is not able to grant loans itself, affiliate marketing programs that seek to obtain opt-in subscriber lists, lead generation campaigns that indicate the sharing of collected information with third parties, work from home opportunities.

Full Opt-Out Compliance

RoboCent takes the guesswork out of honoring Opt-Out requests. Our system automatically determines if a contact has opted out using one of our keywords (such as stop, remove, unsubscribe). Once requested, the contact's phone number is added to our internal DNC list to ensure they will never receive another text from your organization. Correctly honoring opt-out requests is an important process that we take very seriously. You can rest assured knowing your contacts won't receive additional messages from your organization after they have unsubscribed.

Examples of Good Scripts

Hint: Add a Picture to any script to increase engagement rates.
Hi {fname}! This is {agent_first_name} with [Organization]. Today is Election Day! Polls are open from 7am to 7pm. Make your voice heard and vote for [Candidate] to improve our schools. Learn more about [Candidate's] stance on the issues at: [website] stop=end
Hi {fname}! This is [candidate_name] and I'm running for the [office sought]. I'm texting to respectfully ask for your vote this November. I hope to be elected with your help so I can serve you and our community. Your vote is very important to me. Supporting our students, law enforcement, small businesses, and promoting economic growth are my main priorities. Please, stand with me on Election Day! Thank you for your time and remember to vote!
This message sent with the help of {agent_first_name} on behalf of [organization]. You can opt-out of receiving these messages by responding with STOP.
Hi {fname}! This is {agent_first_name} with [Organization]. This is a quick reminder that the Vote by Mail deadline is fast approaching! Return your VBM ballot ASAP to ensure your vote is counted. Let me know if you need any help! Want to unsubscribe? Reply w/ stop
Hello, {fname}. I'm {agent_first_name} reaching out with [Candidate], your former state representative. [Candidate] is now running for Mayor of [city]. He is a lifelong resident of our city running to rebuild downtown, provide more options for our children, more activities for our seniors, to support our industries and small businesses. [Candidate] is running to make [city] cleaner, safer, and better. With your vote we can make [city] the ideal place to live, work, and raise a family. We hope to count on your vote on Election Day! Reply Stop to End
We hope you're ready for the Campaign Kickoff Event tonight at 6:00p, {fname}! Free food & drinks at [location address]. We, {agent_first_name}, [volunteer1] [volunteer2] [volunteer3], look forward to seeing you tonight! Reply stop to be removed from future text messages.
Hi {fname}, please vote NO against the tax hike my opponent is pushing for! This new tax will cost taxpayers an extra $300/year! This tax is much too high during a recession. Vote NO against this tax hike by voting for [candidate_name]. This message was sent by volunteer {agent_first_name} on behalf of [organization]. Want to Opt-Out? Stop=End
Your voice is your vote - don't let it be silenced! Please remember to come out and vote on Tuesday for [candidate]. This election is too important, {fname} - we must come out with the full force of our party to bring everlasting change to {city}. Will you join our team and vote for [candidate] on Tuesday? I look forward to hearing back from you! This is {agent_first_name} and I look forward to hearing from you! stop=end

More Info

Why So Strict?

The carriers, AT&T, Verizon, and T-Mobile, are using complex and secret algorithms to block traffic across their systems. The purpose of these blocking algorithms are to prevent spam from reaching the phone of their customers. Sometimes, when sending high-volumes of text messages, these algorithms can pick up messages that are not spam and block them anyways. Following our recommended script guidelines will ensure your messages do not become blocked and that your account is in good standing with the carriers.
Yes, very much so. 10DLC is a registration process that will notify the carriers to the types of messages you intend to send - before you send them. This greatly reduces the chance of carrier filtering as you are informing the carriers to the types of messages you plan to send before they ever hit the network. This helps ensure they whitelist your message content and your brand. As long as you continue to send appropriate and approved messages, the carriers will leave you alone!

Merge Field Success

Merge fields will only work if the correct data has been mapped via the Phone List Scrubber. All a Merge field does is pull data from the file and plug it into the script for each text message.
If you choose to map a field that does not exist on your voter file, the merged data will be blank. Ensure you correctly map your fields by using the Phone List Scrubber guide.
As always, ensure you are abiding by the RoboCent Terms of Service and Acceptable Use Policy when using our app.
RoboCent is not responsible for any omissions for content standards, or for any outcome following the use of this information. It will be the responsibility of RoboCent's Users to ensure they are following all applicable laws and regulations.

RoboCent Terms of Service

Acceptable Use Policy

Message Review

When a new script is provided to RoboCent for outbound sending, it undergoes a manual human review. This review process is an additional step to help ensure compliant messaging across our platform. While RoboCent has the ability to Accept or Reject a given script, this process is not intended to replace our User's due diligence and adherence to the Terms of Service, Acceptable Use Policy, and Script Content Standards.
Should a message that contains a violation of our requirements become approved after human review, the responsibility, outcome, and penalties will be the sole responsibility of the User responsible for the content. RoboCent is not responsible for the content of any of our User's messaging, regardless of the approval or rejection during our human review process.

Script Modification

RoboCent reserves the right to modify your text message scripts to ensure full compliance with all 10DLC, FCC, and TCPA requirements.
Should your script omit required information (Opt-Out language, Organization name, Agent First Name, etc.) we may add this information to your script without notifying you prior to the change. Any changes to a customer's script are only completed to ensure full compliance. RoboCent will not change the tone, language, or specific details of your script. Any changes will be strictly to ensure approval by the carriers when an omission would otherwise cause the script to be rejected.