As part of our efforts to stop unwanted emails, Twilio has recently updated our Twilio SendGrid Email Policy to be more consistent with our Acceptable Use Policy (AUP). Email recipients expect that the emails they want to receive will reach them, unhindered by filtering or other blockers. An important step Twilio and its customers can take to make that expectation a reality is to prevent and eliminate unwanted emails. To that end, Twilio strives to work with its customers so that emails are sent to recipients that wish to receive those emails, and those emails comply with applicable laws, regulations, and industry standards or guidance.
This guide covers the following topics:
For full details, see the complete Twilio SendGrid Email Policy.
Notice: If you are an Independent Software Vendor (ISV) - a Twilio SendGrid customer who uses Twilio SendGrid services in the delivery of your services to your own clients (see End Users as defined in our Terms of Service) - that means your responsibility to adhere to our policies extends to the activity of your customers. You and your End-Users must comply with the Twilio SendGrid Email Policy and all applicable laws, regulations, and industry standards or guidance in connection with your use, or your End Users use of Twilio SendGrid Email.
Prohibited content types
Twilio SendGrid Email prohibits sending of any content that is illegal or content that is harmful, unwanted, inappropriate, objectionable, confirmed to be criminal misinformation, or otherwise poses a threat to the public, even if the content is permissible by law. This content is not allowed, regardless of user consent.
Examples of prohibited content include, but are not limited to:
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- Pornography or sexually explicit content;
- Escort services, mail-order bride or spouse finders, international marriage brokers, and other similar services;
- Statements about products claiming to prevent, treat, or cure health issues (e.g., illness or disease) that have not been approved by the applicable government authority or are not permitted under applicable law or regulation;
- Advertising for prescription medication that cannot legally be sold over-the-counter; and
- Content that is fraudulent or that Twilio determines in good faith is intended to mislead a recipient (e.g., phishing emails, chain letters, pyramid schemes) or cause harm or damage (e.g., malware or viruses).
Prohibited Actions
You are prohibited from using the Twilio SendGrid Email Services in the following ways:
- Sending unsolicited or unwanted emails in bulk;
- Sending emails to email addresses that you obtained from the Internet or social media or to generic email aliases (e.g., webmaster@domain.com or info@domain.com) without obtaining prior affirmative consent;
- Using third-party email addresses and domain names without proper consent or authorization from the third party;
- Using or embedding tracking technologies (e.g., tracking pixels or cookies) in emails sent to a recipient prior to obtaining consent from that recipient to the extent and in the manner required by applicable law or regulation;
- Using purchased or rented email lists or email lists of recipients that have not affirmatively consented to receive emails from you;
- Using techniques or practices to evade mechanisms, filters (e.g., spam filters), and detection capabilities (e.g., anti-abuse or spam detection mechanisms) designed to identify unsolicited or unwanted emails, including, but not limited to, snowshoeing (i.e., sending spam emails across multiple domains or IP addresses to dilute reputation metrics and evade filters) and waterfalling (i.e., list owner “waterfalls” the same illicitly obtained address list through a series of (usually) unknowing, innocent email service providers. Each time they clean out bounces, complainants and maybe non-respondents, with the end goal being to send the final result through a good email service provider with solid deliverability); and
- Disguising, falsifying, or manipulating the subject matter, header, or transmission path information of any email.
Deliverability and Twilio SendGrid Email Services Performance Risks
Sending certain emails may result in email deliverability issues or negatively affect the performance of the Twilio SendGrid Email Services or Twilio’s business reputation, any one of which may constitute a violation of this Email Policy, as determined by Twilio, on a case-by-case basis. These include, but are not limited to, sending emails that result in (a) complaints from third parties (e.g., complaints from inbox providers or law enforcement agencies) or an unreasonable number of complaints from recipients (e.g., complaints of spam or similar complaints) or (b) excessive block listings or listings that exceed a reasonable period of time to resolve.
Age Gating
If you are sending emails related to alcohol, firearms, gambling, tobacco, or cannabis, or other content intended for adults that is not prohibited under this Email Policy, then you must verify that a recipient is at least of legal age to provide affirmative consent to receive such an email based on where that recipient is located. Upon written request from Twilio, you will provide proof of the age gating mechanisms that are in place.