The following terms and phrases are guidelines for mortgage-industry messaging. They are not comprehensive, and their presence does not guarantee a carrier will block—or allow—a message. These examples are drawn from our own experience, not official carrier guidance. They are for informational purposes only and do not constitute legal advice. Please consult counsel and your messaging provider’s current policies for specific applications.
| Category | Risky term/phrase | Why it’s risky | Safer alternative |
| Rate/Payment Claims | Lowest rate / best rate / guaranteed rates | Superlatives/guarantees look deceptive | Competitive pricing available based on eligibility |
| Rate/Payment Claims | Specific APR like 2.xx% without context | Specific rate claims require full assumptions/disclosures | Personalized rate options available— let me know if you'd like a quote |
| Rate/Payment Claims | No fees / zero cost | Absolute claims often untrue or need disclosures | We may have an option to waive lender fees for eligible borrowers |
| Rate/Payment Claims | Guaranteed approval / pre-approved (when not true) | Prohibited/deceptive claim | I can help you get pre-qualified, no obligations |
| Rate/Payment Claims | As low as $X/month | Payment claims need assumptions (amount/term/rate) | We can model monthly payments based on your scenario |
| Refi/Equity | Refi now before rates jump | Urgency + market prediction | If you’re considering a refi, we can review options with current market data |
| Refi/Equity | Cash‑out in 24 hours | Unrealistic timelines | Avoid "cash out" it's heavily filtered as it seems to be associated with debt consolidation which is a disallowed content type for 10DLC. |
| Refi/Equity | Slash your payment | Misleading savings promise | Let's take a look at new rate/term options that may be able to reduce your payment. |
| Refi/Equity | Skip a payment | Often prohibited framing | Ask about first‑payment timing on new loans |
| Refi/Equity | Instant equity access | Overpromise | See your potential equity options after a quick review |
| Debt Consolidation / Third‑Party | Debt consolidation (promo context) | Specifically prohibited content type by the carriers | Avoid this topic via text messaging as much as possible, it's heavily filtered because it's disallowed under 10DLC. |
| Debt Consolidation / Third‑Party | Partner lender / partnered with X | Third‑party lending reference is prohibited by the carriers | Our team can introduce you to approved options upon request |
| Debt Consolidation / Third‑Party | Erase your debt / fix your credit | Credit repair messaging is prohibited by the carriers | Discuss options that may lower interest costs |
| Third-Party | I am a wholesale broker, I am partnered with UWM | Third‑party lending reference is prohibited by the carriers | Our team can introduce you to approved options upon request |
| Gov’t Affiliation / Assistance | Government relief / Biden program / stimulus mortgage | Impersonation/misrepresentation | Identify your company by name, and your name as the contact. |
| Gov’t Affiliation / Assistance | HARP‑like (obsolete names) | Misleading/dated program reference | Ask about current refinance programs |
| HELOC / HELOAN | HELOC for debt cleanup | Pairs with debt‑consolidation filtering | Home equity line/loan options available—see if you qualify |
| Trigger Leads / Credit Data | We saw your credit inquiry | Privacy/consent red flags | If you’re exploring home financing, we can help compare options |
| Trigger Leads / Credit Data | Your FICO score is XXX | Privacy/consent red flags | Our records show you may be eligible, we'd love to review your options with you. |
| Trigger Leads / Credit Data | We bought your info | Consent risk / negative signal | You’re receiving this because you requested mortgage information (only if true) |
| Urgency / Scarcity | Act now / last chance / don’t miss out | Spam signal; undue pressure | If this is timely for you, we can schedule a quick review |
| Urgency / Scarcity | Limited seats for loans | Nonsense scarcity | Would love to connect, let me know when you're available |
| Financial Claims | Guaranteed savings | No guarantees allowed | Potential savings depend on your scenario—we’ll provide a quote |
| Financial Claims | Bad credit? No problem | Deceptive blanket claim | We’ll review credit‑based options and eligibility |
| Financial Claims | No income verification | Triggers compliance review | Ask about documentation requirements for your loan type |
| Lead‑Gen / Affiliate | We work with dozens of partners | Affiliate/reseller/third-party lending flags | We’ll present options from our approved lenders |
| Lead‑Gen / Affiliate | Click to be matched | Generic lead‑gen pattern | Reply YES to request a consult; we’ll confirm your preferences |
| Fees & Costs | No closing costs (blanket) | Often untrue without conditions | We may have options to do a lender credit to cover some closing costs. Let's take a look at your situation to see if you qualify |
| Fees & Costs | Free appraisal | May require disclosures/credits | Appraisal fee credit available for eligible loans |
| Timeframes | 24‑hour closing / close tomorrow | Unrealistic timing | Typical closings vary; we can outline the timeline for your file |
| Timeframes | Instant pre‑approval | Overpromise | Fast pre‑qualification; full approval requires underwriting |
| Promotions/Incentives | Lottery / prize / gift‑card incentives | Promotional trigger; compliance risk | Ask about current customer promotions (where permitted) with clear terms |
| CTIA/Carrier Cues | Missing brand | Carrier/CTIA non‑compliance; filtering | Include brand as it's registered on campaign |
| CTIA/Carrier Cues | Missing or weak opt-out language | Carrier/CTIA/TCPA non‑compliance; filtering | Include "Reply STOP to opt-out" at the bottom of text messages |
| CTIA/Carrier Cues | bare shortlink (bit.ly) | Shortened links are prohibited. Commonly used by spammers | Use HTTPS on a branded domain |
| CTIA/Carrier Cues | Excessive punctuation!!!!! | Commonly used by spamers, not conversational | Use normal punctuation that you'd expect in a conversational text |
| Competitor Claims | We beat [Competitor] | Comparative claims invite scrutiny | We’ll compare options and pricing transparently |
| Valuation | Your home is worth $X (unsourced) | Misleading/unsupported | Want a no‑obligation estimate of your home value? |
| Reverse Mortgage | Free money / income | Mischaracterizes reverse mortgage | Explore HECM options if you’re 62+; terms and obligations apply |
| Gov’t Loan Programs | Official FHA notice / VA has selected you | Government impersonation | We’re a private lender/broker—ask about FHA/VA options |
| Fair Housing | Targeting by protected class | Legal/compliance risk | Use neutral, inclusive language and broad targeting criteria |