Your Deliverability Score provides a quick overview of how your messaging traffic is performing. It is composed of five subscores: Sent Rate, Compliance, Fraud, Latency, and Engagement.
You can use your Deliverability Score to:
Become aware of issues in your messaging and find the specific areas that are impacted (via the Deliverability subscores).
Compare your scores to messaging industry benchmarks and see where you can improve your services.
The Deliverability Score benchmarks and calculations are defined by analyzing all of Twilio’s messaging traffic, providing you a comparison to the messaging industry. For example, if your overall score category is Good, this indicates your messaging deliverability is good relative to all of Twilio’s messaging traffic. Your total Deliverability Score is the sum of the five subscores and has a maximum score of 100.
Twilio calculates the five subscores by analyzing your outbound messaging traffic for errors and may also leverage performance metrics related to Twilio's advanced optimization tools. The subscores help you target specific areas for improvement, and you can then use Messaging Insights dashboards or the Intelligent Discovery Assistant to further pinpoint and resolve issues.
Subscores also provide comparison to industry benchmarks because each subscore leverages thresholds for acceptable error rates, based on Twilio traffic and industry best practices. For example, the Sent Rate subscore takes into account that some errors, such a small rate of error code 30005 (which may occur when the device you are trying to send to is off), are expected in messaging. On the other hand, the Compliance subscore has a stricter error rate threshold, setting a higher standard for acceptable performance.
The Score refreshes once per week, and you can filter your Deliverability Score by Account or subaccount. See below for more information about what the subscores mean and how they are calculated.
Sent Rate
Sent Rate measures the success of message delivery attempts relative to your total traffic. It encompasses various error codes that represent failures due to factors such as invalid numbers, unreachable handsets, and invalid parameters. These errors indicate issues that prevent messages from being delivered, resulting in a reduced Sent Rate subscore.
The following error codes impact the Sent Rate subscore:
63010
: Twilio's platform encountered an internal error processing this message.
Any error not listed here and not covered in the other four subscores will also be counted in Sent Rate.
Compliance
Compliance evaluates adherence of your messaging traffic to regulatory, carrier, and platform-specific policies and guidelines. It encompasses error codes related to spam, improper registrations, policy violations, and other compliance issues.
Monitor and address compliance-related errors to increase your Compliance subscore and help ensure your messaging activities are in line with industry standards and regulations.
Please note that Twilio may reach out to you about compliance issues even if you have a high Compliance subscore.
The following error codes impact the Compliance subscore:
This error counts towards Compliance when it is caused by spam and other compliance issues including a bad Reputation Score. Otherwise, this error is categorized as Fraud.
Registration and verification issues
30018
: Destination carrier requires sender ID pre-registration.
30024
: Numeric Sender ID Not Provisioned on Carrier.
63035
: This operation is blocked because the RBM agent has not launched and the recipient has not been invited and accepted the invitation to become a tester.
Account and permission issues
21408
: Permission to send an SMS or MMS has not been enabled for the region indicated by the
To
number.
Fraud evaluates fraud issues relative to your total message traffic. It encompasses error codes for blocking phishing and malicious content as well as fraudulent messages being sent to the destination you are trying to reach.
Monitor and address fraud-related errors to increase your Fraud subscore, protect your organization, and promote trust and safety with your message recipients.
Please note that Twilio may reach out to you about fraud issues even if you have a high Fraud subscore.
The following error codes impact the Fraud subscore:
30450
: Message prevented from being sent out because of FraudGuard/SMS PP (explicitly excluded from Fraud Score).
Latency
Latency measures the efficiency and timeliness of your message delivery. It encompasses errors related to queuing, rate limits, and network congestion. To improve your Latency subscore, resolve the errors listed below.
You can also consider optimizing your latency and on-time delivery leveraging Multi Tenancy and Traffic Shaping.
The following error codes impact the Latency subscore:
Engagement evaluates the performance of message delivery in terms of user interaction and engagement. It encompasses error codes for expired certificates, unverified domains, and link shortening failures, which can affect how recipients interact with and respond to messages. By monitoring and addressing engagement-related errors, you can increase your Engagement subscore.
The following error codes impact the Engagement subscore:
