SHAFT
SHAFT (sex, hate, alcohol, firearms, tobacco)
SMS Marketing
SHAFT is industry shorthand for sex, hate, alcohol, firearms and tobacco: message content carriers restrict or reject.
What is SHAFT?
SHAFT content draws extra scrutiny from carriers. CTIA's Messaging Principles and Best Practices list messages that don't meet age-gating requirements among the unwanted content senders should prevent, alongside unlawful, deceptive or harassing content.
In practice: carriers and messaging providers expect a real age check, such as a date of birth, before someone can opt in to texts about alcohol, tobacco, vape products or anything else age-restricted. Hate speech isn't allowed at all, and firearms content is often rejected.
If you sell in these categories, ask your messaging provider what it requires before you register your number.
Example
A craft brewery's signup form asks for date of birth and blocks anyone under the legal drinking age before collecting texting consent.
Why SHAFT Matters
SHAFT violations can get a number filtered or suspended, cutting off texting for the whole brand.
SHAFT FAQ
Can I text about alcohol or CBD?
Often only with a strong age gate at opt-in, and some carriers or providers refuse certain categories. Check with your provider first.
Does an emoji or slang word count as SHAFT?
Carrier filters look at content, so even casual references to restricted topics can get a message flagged.
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