The trust score of your SMS sender in Morocco: what improves or destroys it

Consider this as your brand’s “Credit Score” on the telecom network. A high Trust Score ensures that your SMS validation OTP will pass the waiting rows in priority (low latency). A degraded Trust Score means that your campaigns will be placed in slow waiting rows (Throttling) or discreetly filtered.

Here are the concrete factors that influence this reputation in Morocco, and how to keep your score high.

The Trust Score is not a public number (you will not see "Score: 92/100" in a dashboard). It is an operator-side behavioral algorithm (and API-side gateway) that analyzes your traffic history.

The algorithm asks three questions: 1.Does this sender send to numbers that really exist? 2.Do end users read messages or complain about them? 3.Is the volume of sending consistent or erratic (bot behavior)?

If the answers are negative, the firewall (Firewall SS7) lowers the reliability level of the path associated with your Sender ID.

1. The rate of "Hard Bounce" (Dead Numbers) This is the most penalizing criterion. If you send 10,000 SMS and 20% fail with a DLR status Failed ("Number not assigned" or "Out of definitive service"), the operator considers that your database is purchased, scratched, or obsolete.

2. Direct Subscriber Complaints (Spam Trap) Moroccan operators provide channels to report unwanted SMS (and the CNDP monitors closely).

A account that sends 5 SMS per day for 6 months and then suddenly tries to inject 100,000 SMS in an hour triggers a security alert. The behavior looks like an API key compromise.

The systematic use of 'bit.ly' or 'cutt.ly' is a common practice in phishing. Operators immediately associate it with high-risk traffic, damaging the reputation of the Sender ID that issues them.

Continuing to send messages to a customer who has formally asked to stop sending (via a link or STOP return) is not only illegal, but it is the fastest way to accumulate complaints.

If your delivery rate is falling free, you need to apply an immediate remedy plan: 1. Chirurgical Purge: Extract your sending logs. Delete permanently from your database all numbers that have returned a ‘Failed’ status (permanent error) within the last 3 months. 2. Sender ID Warm-up: Do not resume a massive campaign. Heat up your Sender ID by sending small lots (e.g. 500 SMS) of high quality (e.g. transaction notifications, purchase confirmations) to your most active customers. 3. Change your links: If you put links in your SMS, use a subdomain related to your brand (e.g. .your brand.ma3/12).

To maintain premium routing in Morocco, ask your development team to automate this software hygiene:

• [ ] Feedback loop (Webhook): A script reads the received DLRs and automatically disables the client in the database if the status is "Number not assigned".
• [ ] Throttling campaigns: For large volumes, spread the campaign over several hours via a queue instead of sending everything in one minute.
• [ ] Separate Streams (Critical): Use one account or dedicated Sender ID for OTP validation streams (maximum confidence scoreined), and another for marketing campaigns (where the risk of complaint is higher).