This article explains:
The difference between a failed campaign and an individual failed message
The most common reasons SMS messages fail
How SMS billing works when messages fail
How compliance affects delivery and campaign success
Failed campaign vs. individual failed message
What is a failed campaign?
A failed campaign occurs when multiple messages in a single campaign fail to send, it usually indicates an account-level, configuration, or compliance issue, rather than a problem with individual recipients.
Common causes of a failed campaign include:
Incorrect sender or phone number configuration
Account-level restrictions or blocked sending regions
Carrier filtering or compliance violations affecting the entire message batch
What is an individual failed message?
An individual failed message occurs when one SMS message fails to reach a specific recipient. This type of failure is usually recipient-level and does not indicate an issue with the campaign as a whole.
Individual failed messages can be:
Temporary, such as network issues or the recipient’s phone being turned off
Permanent, such as an invalid or disconnected phone number
Temporary failures may succeed on retry. Permanent failures will not.
Common reasons SMS campaigns/messages fail
Failed Campaigns
A failed campaign happens when multiple messages within a campaign fail to send. This usually points to a systemic or account-level problem rather than just one recipient. Common reasons include:
Blocked numbers or account restrictions: if a large batch of recipients share a common issue (e.g., invalid region or blocked by carrier)
Carrier Filtering and Compliance Issues: Carriers use filters to block messages that look like spam or violate regulations (e.g., missing opt-out instructions, prohibited content, or excessive use of special characters). Not following local regulations or carrier policies can lead to high failure rates.
Individual Failed Messages
A failed message refers to one SMS that does not reach its recipient. This can happen for many reasons, often isolated to the recipient or their device. Common causes include:
The phone number is invalid or cannot receive SMS
Temporary carrier or network outages
The recipient’s device is turned off or out of service
The recipient has opted out by replying STOP
The message content was blocked for compliance reasons
Summary of the Difference:
Aspect | Failed Campaign | Individual Failed Message |
Scale | Multiple messages | Single message |
Cause | Systemic/account-level | Recipient-level or isolated issue |
Examples | API errors, sender misconfiguration, spam filtering across batch | Invalid number, recipient phone off, user opted out |
Will I be charged for failed SMS messages?
SMS billing is based on whether a message is successfully handed off to the Carrier for delivery, not on guaranteed receipt by the end user.
This means:
Messages that are successfully sent are charged at standard SMS rates
Some failed messages may still be billed if delivery was attempted
When am I not charged for failed messages?
Messages may not be billed when failures occur before the message is sent to the carrier, such as:
Carrier internal errors that prevent submission
Certain technical failures that stop the message from being sent
If you have questions about billing for a failed campaign or message, contact your Customer Experience Manager or email support@hive.co.
How compliance helps prevent SMS failures
Following compliance best practices improves deliverability and reduces campaign failures.
To stay compliant:
Only message recipients who have explicitly opted in
Clearly identify your brand in every message
Always include opt-out instructions, such as “Reply STOP to unsubscribe.”
Send relevant, expected content
Avoid prohibited content (SHAFT: sex, hate, alcohol, firearms, tobacco)
Respect local quiet hours and reasonable send frequency
Keep contact lists clean and up to date