When applying for SMS phone number verification, it's crucial for businesses to understand how the SHAFT guidelines impact approval decisions by carriers. Even when your products are entirely legal, certain categories automatically trigger scrutiny during verification due to strict regulations. Whether your applying for a phone number through us at BlazeSMS, or another SMS provider, these regulations are in place for everyone.
The SHAFT acronym encompasses the following restricted categories:
- S: Sex (Adult Content)
- H: Hate Speech
- A: Alcohol
- F: Firearms (Weapons and Violent Content)
- T: Tobacco (Including Cannabis and CBD)
If your website contains content related to these categories, phone number verification can be challenging or even denied outright.
How verification works
Providers like BlazeSMS, and others, all route their approval process through a standardized third-party company. This company looks over the business details and website in order to verify its legitimacy and content. At BlazeSMS, our expedited process typically takes about 5 days to hear back regarding approval or denial. Your approval status is always visible in real-time on the Account → Phone Numbers page. Your site must properly match the details submitted on your phone number verification form, including business address. Key to this process is verifying that your website does not sell or promote any SHAFT related content. Here we’ll discuss what each letter in this acronymn means, and what it means to you.
S in SHAFT: Sex (Adult Content)
Carriers closely monitor websites for sexually explicit or adult-oriented content. Even legal businesses selling products such as adult toys or erotic apparel often face strict verification barriers.
Common Examples of Restricted Content:
- Adult toys and explicit accessories
- Erotic literature, imagery, or videos
- Adult services like escorts or webcam services
Potentially Confusing or Ambiguous Categories:
- Contraceptives and Family Planning: While contraception itself is not explicitly prohibited and generally acceptable, marketing messages that are sexually explicit or overly suggestive can lead to verification issues. Keep messaging clinical and factual rather than provocative or suggestive.
- Sexual Wellness Products: Items such as lubricants, sexual health supplements, or intimacy aids occupy a sensitive category. While often allowed if presented professionally, overly suggestive language or explicit imagery can lead to rejection.
Verification Guidance:
- Avoid sexually explicit or suggestive imagery and language on your website.
- Clearly mark your website as intended for adults only and include age-verification procedures.
- Even with these restrictions, adult-related content is likely to be completely denied.
H in SHAFT: Hate (Hate Speech)
Any content that promotes hate speech, discrimination, or extremist ideologies will immediately disqualify your website from verification. Carriers strictly prohibit content that encourages hostility or violence.
Common Examples of Restricted Content:
- Discriminatory content based on race, religion, ethnicity, or gender
- Content promoting violence or extremist views
- Aggressive or offensive language and slurs
Verification Guidance:
- Eliminate discriminatory, hostile, or offensive language from your website.
- Clearly emphasize inclusive messaging and adherence to anti-discrimination laws.
A in SHAFT: Alcohol
Alcohol-related content isn't outright prohibited, but it's heavily regulated. Verification decisions often hinge on proper age-gating and responsible marketing practices. Even with proper age-gating, it’s at the carrier’s discretion and verification is often still denied.
Common Examples of Restricted Content:
- Alcoholic beverages (wine, beer, spirits)
- Promotional content referencing alcohol
Verification Guidance:
- Clearly implement visible age verification methods on your website.
- Demonstrate responsible marketing practices by targeting only users of legal drinking age.
- Label alcohol-related content clearly to show compliance with legal standards.
F in SHAFT: Firearms (Weapons and Violent Content)
Carriers typically refuse verification for websites prominently featuring firearms or weapons-related content. Even non-lethal items like airsoft guns, paintball equipment, or tactical gear will be denied.
Common Examples of Restricted Content:
- Firearms, ammunition, and related accessories
- Tactical weapons such as knives or pepper spray
- Recreational shooting items (BB guns, airsoft equipment)
Verification Guidance:
- Carriers will outright reject verification for firearms-related and weapons websites.
- If possible, minimize images or language depicting weaponry or violence. Although if your site mentions things like “Guns”, “Rifles”, or “Ammo”, then this is often an immediate denial.
T in SHAFT: Tobacco (Including Cannabis and CBD)
Tobacco, vaping, and cannabis/CBD products face strict scrutiny. Most carriers consistently reject verification for these categories, even if legal federally or locally.
Common Examples of Restricted Content:
- Cigarettes, cigars, chewing tobacco
- Vape products and e-cigarettes
- Cannabis, THC, CBD, and related accessories
Verification Guidance:
- Explicit tobacco, vaping, or cannabis/CBD content often results in immediate denial of verification.
- Demonstrating strong compliance and age verification practices may help, but is stil llikely to be denied.
- Consider alternate marketing channels instead of SMS for these products.
Other Commonly Restricted Products
Beyond SHAFT, several other product categories regularly face scrutiny and potential rejection:
- Gambling and Lotteries: Usually rejected unless specifically approved through dedicated short codes and rigorous age-gating.
- High-Risk Financial Products: Multi-level marketing (MLM), cryptocurrency offers, debt consolidation, and credit repair services often trigger verification denials.
- Pharmaceuticals: Prescription medications require stringent compliance and legitimacy checks. Online pharmacies typically face severe verification challenges.
General Verification Guidelines
When seeking SMS phone number verification, keep these best practices in mind:
- Disclose all product categories clearly to your SMS provider (such as BlazeSMS) upfront.
- Implement transparent compliance measures like age verification and explicit content labeling.
- Avoid ambiguous or misleading language in your marketing materials.
- Ensure your website's content clearly aligns with regulatory standards.
Shopify Considerations
Shopify stores often face unique challenges related to SHAFT guidelines, as the platform itself maintains some content restrictions mirrored by carriers:
- CBD and Cannabis: Even compliant CBD stores frequently encounter verification issues due to strict carrier policies.
- Airsoft and Tactical Gear: Commonly classified as weaponry, leading to frequent verification denials.
- Adult Products: Shopify allows adult product sales, but SMS verification remains particularly restrictive.
Final Advice
Ultimately, successful phone number verification for SMS hinges significantly on website content. Proactively aligning your website and marketing strategies with carrier guidelines and transparently engaging during verification can greatly enhance approval chances. If your content skirts the lines of SHAFT restricted content, but does not explicitly offer SHAFT related products, consider redesigning your copy or imagery to fall within regulatory scope. If you have any questions or need any further verification, reach out to us at BlazeSMS and we’ll be happy to help!
