Deliverability Score
Your Deliverability Score provides an easy-to-understand overview of how your messaging traffic is performing, and guides you on how to optimize deliverability and engagement. You can use your Deliverability Score to:
- Quickly determine if your performance is on track compared to messaging industry benchmarks.
- Prioritize where to take action across five subscores (Sent Rate, Compliance, Fraud, Latency, and Engagement) and the issues most impacting your traffic("Top Issues").
- View personalized recommendations, including the potential impact of improvements and relevant Twilio products that can enhance your traffic.
- Set actionable goals, track performance over time, and more easily justify resources investment.
The Deliverability Score benchmarks and calculations are defined by analyzing all of Twilio's messaging traffic, which provides you with a comparison to the messaging industry. For example, if your overall score category is Good, this indicates your messaging deliverability is good relative to all of Twilio's messaging traffic.
Your total Deliverability Score is the sum of the five subscores and has a maximum score of 100. Twilio calculates the five subscores by analyzing errors in your outbound messaging traffic and may also use performance metrics related to Twilio's advanced optimization tools. The subscores help you target specific areas for improvement, and you can then use the Messaging Insights dashboards or the Intelligent Discovery Assistant to further pinpoint and resolve issues.
Subscores help you measure your performance against industry standards, using thresholds for acceptable issue rates based on best practices and Twilio data. For example, the Sent Rate subscore recognizes that some errors, like occasional error code 30005 when a device is off, are normal. In contrast, the Compliance subscore applies a stricter error rate threshold to set a higher bar for performance.
For each subscore, the "Top Issues" section shows you the issues with the biggest negative impact to your Deliverability Score. Prioritize taking action on these issues so you can improve your Score and Messaging health!
The score refreshes once per week, and you can filter your Deliverability Score by account or subaccount. See below for more information about what the subscores mean and how they are calculated.
Along with your Deliverability Score, you can view Personalized Recommendations that analyze your messaging data and identify key opportunities for improving deliverability. The feature provides tailored insights, estimates the potential impact of suggested changes, and highlights relevant Twilio products that can enhance your messaging performance. Recommendations are refreshed weekly alongside your Deliverability Score and are accessible through the Messaging Insights dashboard.
Sign up to receive a weekly email notification of your Deliverability Score so you can see how your messaging traffic is performing. The email provides your most recent score and a link to Twilio Console Messaging Insights, where you can view your score details.
If you have subaccounts, you can sign up at the parent account level and receive a weekly email. This email will show your main account score and highlight subaccounts with the most significant score changes. You can also receive individual emails for specific subaccounts.
You can find the Deliverability Score notification settings by navigating to Twilio Console > Monitor > Insights > Messages > Overview > Manage Notifications.
Sent rate measures the error rate for certain configuration and formatting errors, such as invalid destinations, unreachable handsets, missing message body, and mismatch between your From Number and Twilio account. Sent rate compares your rate for these errors against other senders on Twilio, giving you a benchmark to understand how your data quality and messaging setup stack up.
Monitor your sent rate to find opportunities to reduce avoidable errors and improve overall message deliverability.
The following error codes impact the Sent Rate subscore:
Compliance evaluates adherence of your messaging traffic to regulatory, carrier, and platform-specific policies and guidelines. It includes error codes related to spam, registration issues, policy violations, and account restrictions, as well as performance metrics like opt-out rate. Monitor and address compliance-related errors and metrics to improve your Compliance subscore and maintain messaging reliability.
Twilio may reach out to you about compliance issues even if you have a high Compliance subscore.
The following errors and metrics impact the Compliance subscore:
A high score is good. It means your messages are free from signs of fraud.
Fraud score measures the rate at which Twilio has identified potential fraudulent messages being sent to your destinations, relative to your total traffic. Monitor and address this error to increase your Fraud subscore, protect your organization, and promote trust and safety of your message recipients.
Twilio may reach out to you about fraud issues even if you have a high Fraud subscore.
The following error codes impact the Fraud subscore:
Latency measures how efficiently your messages are processed within Twilio and handed off to carriers. This includes errors (e.g., queuing, rate limits, congestion) as well as performance metrics that assess the percentage of your messages meeting best-practice latency benchmarks across different message categories (e.g., OTP, customer care, marketing).
Twilio categorizes your messages using various signals, including Traffic Shaping Message Intent, 10DLC A2P campaign use cases, usage of Verify, and the Messaging Feedback Resource. These categorizations reflect the message's purpose and can affect its delivery priority and how it's handled by carriers.
You can improve latency by:
- Using high-priority sender types (e.g., short codes for OTPs).
- Segmenting your traffic by use case or intent (learn more).
- Optimizing message content and routing logic.
- Leveraging tools like Multi-Tenancy and Traffic Shaping for smarter throughput allocation.
The following error codes impact the Latency subscore:
Critical & Time-Sensitive messages: This is the percentage of high-priority messages—like OTPs, fraud alerts, and conversations—that meet the best-practice latency benchmark for this category (under 10 seconds).
- Traffic Shaping MessageIntent includes: otp, notifications (Account notifications, two-way conversational messaging), fraud, and security.
- 10DLC A2P campaign use case includes:
- 2FA
- ACCOUNT-NOTIFICATION
- PROXY (conversational)
- FRAUD-ALERT
- EMERGENCY
- SECURITY_ALERT
- Verify
- Message Feedback Resource used.
Notification & Customer Care messages: This is the percentage of messages, such as delivery notifications and support updates, that meet the best-practice latency benchmark for this category (under 10 minutes).
- Traffic Shaping Message Intent includes: customercare, delivery, education, and events.
- 10DLC A2P campaign use case includes:
- CUSTOMER_CARE
- DELIVERY_NOTIFICATION
- HIGHER_EDUCATION
- K12_EDUCATION
- PUBLIC_SERVICE_ANNOUNCEMENT
- Marketing & Announcements messages: This is the percentage of promotional or announcement messages that meet the best-practice latency benchmark for this category (under 2 hours).
- Traffic Shaping Message Intent is one of:
- Polling and voting (non-political) → polling
- Public service announcement (non-emergency) → announcements
- General and campaign marketing → marketing.
- 10DLC A2P campaign use case is one of
- POLITICAL
- POLLING_VOTING
- MARKETING
- AGENTS_FRANCHISES
- CHARITY
- LOW_VOLUME
- MIXED
- SOCIAL
- STARTER
- SWEEPSTAKE
- Unknown Category messages: This is the percentage of uncategorized messages (such as those sent via toll-free or short codes without an assigned use case or MessageIntent) that meet the best-practice latency benchmark. Since the category is unknown and could include some Critical & Time-Sensitive messages, we use a 10-second benchmark.
Engagement evaluates the performance of message delivery in terms of user interaction and engagement. It encompasses error codes for expired certificates, unverified domains, and link shortening failures, as well as performance metrics like shortened link click rate and OTP conversion rate. By monitoring and addressing engagement-related errors, you can increase your Engagement subscore.
The following error codes impact the Engagement subscore:
- Shortened Link Click Rate: This is the percentage of messages containing Twilio-shortened links that were clicked. This metric helps assess engagement and message effectiveness. To utilize this feature, ensure that Twilio's Link Shortening is enabled and properly configured.
- OTP Conversion Rate: This is the percentage of OTP/2FA messages that result in successful user verification. To track this metric, use Twilio's Verify API or Messaging Feedback Resource.