Overview

Your text line shouldn’t be a cost centre. When it’s set up properly, it becomes a reliable sales asset that delivers year-round sponsor value without using airtime or adding work for your team.

The rules here in Canada are noticeably more relaxed than in the United States. Sponsors can be named, linked, and even include calls to action in your messages. There's really only one hard line - and we'll get to it - but it's a big one.

Throughout this article, we'll use Text Groove FM (TG FM) as our example station, along with a simple Green Light, Yellow Light, Red Light approach to help you gut check

Throughout this article, we’ll use Text Groove FM (TG FM) as our example station, along with a simple Green Light, Yellow Light, Red Light approach to help you gut check messaging quickly.

• Green Light
  Safe, approved patterns we recommend using regularly.
  
  
• Yellow Light
  Allowed with caution. These can work, but should be monitored for deliverability.
  
  
• Red Light
  Not allowed on a station-owned text line. These patterns are likely to be filtered, blocked, or cause compliance issues. 

If you’re ever on the fence, send us a note at support@textgroove.com. We’re broadcast nerds who love clean deliverability and making your life easier. For anything legal, we recommend consulting your legal team.

The Core Rules that Drive Everything

Your station must be unmistakably clear

• Your station name appears in the message and as the sender
• Messages should sound like they come from the station, not the sponsor

Sponsors support the experience, they don’t sell through it. Sponsorship is fine. Advertising through a station text line isn’t.

• Sponsors can:
  • Be acknowledged and thanked
  • Be named and linked, including links to their own websites
  • Include calls to action - download the app, visit the store, check out the deal
  • 
    
    
• Sponsors can't:
  • Receive your listener data. Ever.
    
    

Filtering happens upstream

Filtering happens upstream when the aggregator or carrier feels like your message content is promotional or forbidden. 

Filtering is not always a sign you did something wrong. Carriers can block compliant messages due to shifting spam patterns, sudden volume changes, or link reputation issues.

If messages are not delivering, flag it quickly. Carriers troubleshoot based on very recent activity, so early heads ups make a big difference.

Using links in messages

Links are super powerful. They tell carriers a lot about what a message is trying to do. And if you ask us, you should still be cross promoting listeners back to your own world, like your website, stream, events, and contests - that's what keeps your text line valuable long term.

In Canada, unlike our neighbours to the south, links are allowed - including sponsor links.

Green Light

Link points to a station branded page, sponsor link OR Text Groove in-platform URL shortener.

Yellow Light

Link points to a sponsor domain that includes a possible SHAFT violation. Monitor deliverability closely.

Red Light

Public URL shorteners like Bitly or TinyURL or forbidden content/SHAFT Violation.

What Works: Green Light Examples

Use these formulas to build copy.

Green Light

Use these patterns by default.

• Station led messaging that clearly comes from your station
• Sponsor credited as “powered by” or “sponsored by”
• Optional conversational language 
• If a link is included, avoid public URL shorteners like Bitly or Tiny URL.
  
  

The Grey Area: Yellow Light Examples

Totally legitimate content that can still trip keyword filters:

• An all ages show at a local casino: the event is fine; the word "casino" will cause flagging at the carrier level.
• Any age-gated/forbidden content sponsored venues/festivals: think Budweiser Gardens, High Park, Crypto.com Arena, The Colosseum at Caesars Windsor, or Osheaga in collaboration with Coors Light.
• A family friendly restaurant with the word "Bar": like the Keg Bar and Grill, Earls Kitchen + Bar, The Canadian Brewhouse

These messages are allowed - but where possible, trim trigger words like "Casino" or "Bar" from copy that isn't actually age-gated. "Win tickets to the Sheepdogs at Grey Eagle" delivers better than "Win tickets to the Sheepdogs at Grey Eagle Casino," and your listeners know where they're going. When in doubt, skip the tricky wording entirely and point listeners to a landing page on your station website with the full event details. The text stays clean, deliverability stays happy, and you pick up the web traffic. If you're running into delivery trouble around content like this, connect with us at support@textgroove.com and we'll help you find wording that works.

Where to Draw the Line: Red Light Examples

Red Light

This is simple in Canada - Sharing listener phone numbers, opt-in lists, or any listener data with a sponsor

Your listeners gave their consent to you. Handing their information to a third party breaks that trust and breaks the rules - this is the kind of violation that leads to real compliance consequences, not just filtering.

Quick note: we can help with best practices and carrier-friendly wording, but we’re not lawyers. We always recommend checking in with your legal team for campaign and sponsorship approvals.

A Note for your Sales Team

Texting works best when it’s sold as listener infrastructure, not an ad unit.

Sponsorship through the station text line delivers brand presence and alignment. Promotion lives on air, online, and at events. That separation keeps messaging compliant, deliverability high, and sponsorships easier to renew.

If a client wants their own promotional texting program, reach out to our team to talk through pricing and setup options.