Global Brand Improves Text Deliverability and Increases Sales with TrueDelivery

The Challenge

Sales reps from Brazilian Professionals have always leaned on texting when reaching out to stylists and salons to build relationships, provide education, and arrange orders. But issues started arising as carriers employed increasingly tighter spam filters in order to protect their own customers from unwanted text messages. While anyone who owns a mobile phone would agree that fewer spam messages is a good thing, there were unintended consequences to the carriers’ efforts. In the case of Brazilian Professionals, a large number of legitimate messages were blocked from reaching recipients who wanted to get them.

“I would typically create a message that I was going to send to 300 stylists to invite them to an event I was doing,” recalls Loyer. “When I tested the message, it would go to me. And I thought, ‘Okay, surely it’s gonna be received by everyone.’ Later, I would find that 70% of the messages were blocked.”

Customers were understandably frustrated by the drop in communication, feeling like their conversations were being ignored and their needs forgotten. In some cases, stylists and salon owners simply assumed that the relationship with their rep had ended.

Brazilian Professionals reps struggled to remedy the situation because they couldn’t identify what was causing their texts to be blocked. They obviously weren’t spammers. And they were reaching out to people they had successfully communicated with in the past. But given the inaccuracy of carriers’ spam filters, it was clear that new strategies were necessary for any kind of improvement.

The Solution

Brazilian Professionals reached out to the experts at TrueDialog for assistance. Our team realized that new AI and machine learning technologies could provide the solution for undelivered messages. Collaborating with Brazil Professionals and other clients, we created the industry’s first AI-powered text message deliverability scoring tool for businesses. Much like email spam scoring tools, businesses simply enter their texting message and TrueDelivery reveals the likelihood of the message being blocked by each major carrier. Now, sales, marketing, and customer success representatives have the ability to fine-tune their messages to increase the likelihood of text delivery. 

“When generative AI was released to the public, we quickly began working on a way to harness its power to identify messages from reputable senders that may be incorrectly marked as spam and making suggestions to correct them,” explains John Wright, CEO of TrueDialog.

TrueDelivery was built by analyzing hundreds of millions of text messages. Guided by that vast amount of data, it then leverages AI and machine learning to proactively assess messages and score the deliverability. Initially, TrueDelivery only tested an overall algorithm for deliverability across all carriers. But now, it can break things down to a more specialized level, showing users the unique metrics for each of the major carriers.

This carrier-specific feature is crucial because there aren’t any one-size-fits-all solutions in the communications industry. Each carrier has different technology in place and different ways they filter messages, with the protocols constantly evolving. In order to stay up-to-date on everything, TrueDelivery’s AI training models adapt dynamically to any changes to the spam filters used by various carriers.

While the technology behind TrueDelivery is sophisticated, it’s easy for the reps from Brazilian Professionals to use the tool on a daily basis. Just enter the text message, and TrueDelivery will reveal the likelihood of the message being blocked.

“I’m able to change up the messages and test it again, and through the process of elimination, I’ve been able to tweak my messages,” says Loyer. “It’s helped me simplify them. I get really excited when it says only 8% are predicted to be blocked. And I’m getting more sales because of it. Overall, it’s made my life easier.”