Optimize Messaging for Black Friday and Cyber Monday

Jonathan_Vimont — Thu, 23 Oct 2025 14:17:20 GMT

The Messaging Team at Sinch wants to offer some suggestions for best practices for sending during the highest messaging periods of the year. To ensure the best deliverability with the lowest latency we have increased our SMS and MMSC platform capacity for extra headroom and worked with our MNO partners to add additional capacity to support the large volume of traffic expected during the busy period leading up to and thru Black Friday and Cyber Monday. There are also some simple steps offered below you can take to maintain high deliverability during the busy retail holiday periods.

For further reading on messaging performance during peak campaign periods—including SMS and MMS—please review the following resources:

General Best Practices

Avoid sending at top of the hour. That is when MNO networks are busiest
Consider alternate sending times during peak MNO Network Sending times. 930am-3pm EST
Use Shorter delivery validity period (where our apis support this)
Avoid using multipart messages if possible.

Special Considerations for 10DLC

All 10DLC traffic MUST be properly registered sending into the USA.
Send within your brand’s and campaign’s sending limits.
- These can be found in our 10DLC Guide.
Please review our 10DLC Messaging FAQ's for more guidance on sending limits and registration.

MMS

Avoiding sending during top of the hour times, especially important where MNO networks are busiest.
Make sure to only send MMS Best Practices for Images & Videos.

Learn more about and try out Sinch SMS

Take a look at the Sinch SMS Product page to learn more about our SMS products, or click here to sign up to our self-service portal and get started today.

article Optimize Messaging for Black Friday and Cyber Monday in SMS

Optimize Messaging for Black Friday and Cyber Monday

General Best Practices

Special Considerations for 10DLC

MMS

Learn more about and try out Sinch SMS