Hi,
I have a database of approx 12k customers that we regulary text our specials to. Recently we have been getting less responses from our MMS campaigns, after much investigation I believe that this is due to “Silent Suppression” of our MMS, were text arrives but goes straight to spam and customer does not recieve a notification.
Has anyone had this experience and what can be done to minimize Silent Suppression?
Thank you
Hi there
Yes, this is something we’ve seen brands run into in the past.
For context, a message can be accepted by the carrier and marked as delivered, but then get filtered or hidden on the device itself by iOS, Android, or security apps. When that happens, Klaviyo still sees the message as delivered even though the customer may never actually notice it.
A few things that can help reduce the risk (assuming you have not already been implementing these) are keeping the message copy less spam-like, identifying your brand clearly, avoiding all caps and overly aggressive urgency, and using clean branded links instead of generic public shorteners. It might also be worth reviewing list quality and consent practices, since double opt-in and transparent disclosure can help protect deliverability over time.
One other practical step is to build a small test group across different devices and carriers so you can see whether messages are landing in the main inbox, filtered folders, or being hidden entirely before a larger send.
Unfortunately there is no perfect reporting for silent suppression because the filtering happens after carrier delivery, but tightening up copy, links, consent quality, and testing can usually help minimize it!
Temi@Klaviyo
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