Chapter 3

Compliance & Scale

Man with wide eyes holding laptop and a magnifying glass, Twilio text and large echoing O shapes on a red background.
Man with wide eyes holding laptop and a magnifying glass, Twilio text and large echoing O shapes on a red background.

Step 8: Scale with Messaging Services

Man with glasses focused on computer screen displaying code at nighttime
Man with glasses focused on computer screen displaying code at nighttime

Twilio Advantage: Twilio eases scaling both domestically and internationally with intelligent sender selection.

If you plan to expand the scale of your messaging, or send messages beyond the US (even if only to Canada), we strongly recommend sending messages using Messaging Services.

With Messaging Services, you can pool multiple numbers/senders in a single pool, and let Twilio automatically select the optimal one for each recipient.

With Sticky Sender, Twilio can also ensure that your recipients consistently get messages from the same number, even if you have many.

The code change is simple – pass a Messaging Service SID in place of a From number in your API requests to Twilio.

For more about Messaging Services, see Best Practices for Scaling with Messaging Services.

EXAMPLE: “My business is growing, and I recently acquired a US short code number. However, I also have recipients in Canada and on small US networks that my short code cannot reach. I want Twilio to automatically use my Toll-Free number when sending to those users, but prefer my short code for all my US recipients.”

EXAMPLE: “My business is expanding to the UK and Australia soon, and we want to run similar Messaging campaigns there as we do in the US. I can just add my new UK and Australia Twilio numbers to my Messaging Service and let Twilio take care of sender selection.”

Step 9: Consider Additional Software and Features

back view of man using modern computer and listening music in headphones at home in neon lights
back view of man using modern computer and listening music in headphones at home in neon lights

  • Use Twilio Messaging Engagement Suite to help you schedule messages around your customer’s preferred time periods, optimize shortened hyperlinks for deliverability and clicks, and receive advanced data and dashboards for A/B testing and granular analysis. 

  • Use Compliance Toolkit for help in reducing the manual overhead of identifying potential regulatory compliance issues for resolution. Compliance Toolkit proactively detects possible regulatory and messaging policy violations and prevents or reschedules their transmission so that you can better manage your compliance responsibilities and bring yourself into compliance. The different issues it can help solve for are:

    • Messaging Quiet Hours at the federal and state level
    • Opt Out check 
    • Reassigned Number check
    • Consent Management

  • Use Traffic Optimization Engine to control your messaging throughput allocation and prioritization to ensure optimal deliverability at scale with. Traffic Optimization Engine works across different networks, senders, geographies, and use cases to ensure that your most timely messages are delivered based on your highest priority needs and without overwhelming the carrier networks. 

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