Legal

Messaging Acceptable Use Policy

Rules for sending SMS, WhatsApp, and similar messages through Keldio: sender of record, consent, opt-out, templates, and enforcement.

Keldio Messaging Acceptable Use Policy

Document version: 2026-09-29 Last updated: 29 September 2026 Effective date: 29 September 2026

This Messaging Acceptable Use Policy (the "Messaging Policy") sets out the rules for sending and receiving SMS, WhatsApp, and similar messages through Keldio. It forms part of the Keldio Acceptable Use Policy and the Platform Terms of Service. Capitalised terms have the meaning given in the Platform Terms.

When you activate a messaging channel in Keldio, you confirm that your organisation is the sender of record, that you have obtained the consent or other lawful basis required for each recipient, and that you will comply with this Messaging Policy and applicable law. Keldio records that acknowledgement. The version of this Messaging Policy that applies to an activation is the version published on this page on the date of the activation.

1. Scope

This Messaging Policy applies to every message sent, received, drafted, scheduled, or automated through a Keldio Workspace over SMS, MMS, WhatsApp, or any other messaging channel that Keldio makes available (together, "Messaging Channels"). It covers messages sent by Admin Users, team members, contractors, agencies, workflows, sequences, inbox replies, templates, API clients, MCP clients, and connected agents.

It applies whether the Messaging Channel runs on a provider account controlled by Keldio or on a provider account, phone number, sender, or template that you connect yourself. Where you connect your own provider account, you must also comply with that provider's terms and policies.

2. You are the sender of record

For every message sent through your Workspace, you are the sender and the party responsible for the message, its content, its recipients, and its timing. Keldio provides the software and, where applicable, access to messaging infrastructure. Keldio does not choose recipients, write your content, or decide when to send.

You must identify your business clearly in your messages, or in the sender name or template where the channel supports it, so that recipients know who is contacting them.

3. Consent and lawful basis

You must have the consent or other lawful basis required by applicable law and by the relevant carrier, messaging platform, and provider before you send a message. In particular:

  • marketing and promotional messages require prior consent where the law requires it, which in the EU and the Netherlands is the general rule for electronic marketing to individuals;
  • the consent must cover the channel (SMS or WhatsApp), your business, and the type of messages you send;
  • you must not obtain consent through pre-ticked boxes, hidden terms, bundled conditions, or misleading statements;
  • you must keep records that show when, how, and for what each recipient gave consent, and provide those records to Keldio or a provider on request;
  • you must not send messages to numbers that you bought, rented, scraped, harvested, generated, or received from a third party without a valid lawful basis for your own sending.

If you message recipients in the United States, Canada, the United Kingdom, or other countries, you are responsible for complying with the laws of those countries, including the US Telephone Consumer Protection Act (TCPA) and carrier registration requirements where they apply.

4. Opt-out and help requests

You must honour opt-out requests promptly and free of charge. This includes standard keywords such as STOP, UNSUBSCRIBE, STOPALL, END, CANCEL, and QUIT, the Dutch equivalents such as STOP and AFMELDEN, and any other clear request to stop. After an opt-out, you may send one message confirming it where permitted, and no further messages of that type unless the recipient opts in again.

You must respond to HELP or similar requests with your business name and a way to contact you. You must not make opting out harder than opting in.

Keldio may apply opt-out and suppression signals automatically. You must not work around them, re-import opted-out numbers, or use a different sender to reach a recipient who has opted out.

5. WhatsApp rules

If you use WhatsApp, you must also comply with the WhatsApp Business terms and policies and the Meta commerce and messaging policies that apply to your account. In particular:

  • you may reply freely only within the customer service window that WhatsApp allows after the recipient's last message (currently 24 hours);
  • outside that window, you may only send message templates that WhatsApp has approved, and only for the purpose and category for which they were approved;
  • you must not use a template for a different purpose, disguise marketing as a utility or service message, or change a template's meaning through variables;
  • you must keep your WhatsApp quality rating and messaging limits in good standing and must not act to avoid WhatsApp's quality or enforcement systems.

6. Sender identity and registration

You must use only phone numbers, sender IDs, WhatsApp business profiles, and display names that you are authorised to use and that do not mislead recipients. You must complete any sender registration, brand or campaign registration, verification, or template approval that a carrier, platform, or provider requires, and keep the information accurate.

You must not use number rotation, snowshoeing across many numbers or senders, spoofed sender IDs, or any other technique to hide the sender or to avoid carrier, platform, or provider filtering, limits, or enforcement.

7. Prohibited content and uses

You must not use Messaging Channels to send or facilitate:

  • content that is unlawful, fraudulent, deceptive, or misleading, including fake prizes, fake payment requests, fake delivery notices, and impersonation of a business, authority, or person;
  • phishing, malware, credential harvesting, or links to deceptive or harmful websites;
  • content prohibited or restricted by the relevant carrier, platform, or provider, including, where restricted, content about sex or adult services, hate, violence, firearms, illegal drugs, cannabis, tobacco and vaping, alcohol, gambling, high-risk financial offers, payday or high-interest loans, debt relief, get-rich-quick schemes, and cryptocurrency promotions, unless the content is lawful and permitted by that carrier, platform, and provider and you have all required approvals;
  • harassment, threats, abuse, or hate speech;
  • messages to children or minors without the parental consent and safeguards required by law;
  • special-category, health, or other sensitive personal data unless you have the required lawful basis and safeguards and it is necessary;
  • public URL shorteners that hide the destination, or links to a domain you do not control, where a carrier or platform treats them as a spam signal;
  • anything that breaches the Acceptable Use Policy.

8. Timing, frequency, and volume

You must respect applicable rules and reasonable expectations about when and how often you message people, including quiet hours in the recipient's time zone where required, and the frequency you described when you obtained consent. You must not send unexpected bulk messages to recipients who have not heard from you for a long time without checking that your consent is still valid.

You must stay within the sending limits that Keldio, a carrier, a platform, or a provider applies, and must not split traffic across Workspaces, numbers, or senders to exceed them.

9. Complaints, quality, and provider standing

You must monitor complaints, blocks, opt-out rates, delivery failures, and quality ratings for your messaging, and act on them. You must not cause complaint, block, opt-out, or quality-rating levels that put your sender, Keldio's provider accounts, or a provider's standing with carriers or platforms at risk.

10. Not for emergency or critical use

Messaging Channels are not designed for emergency communications or for messages whose non-delivery could cause injury, damage, or legal loss. Messages may be delayed, filtered, or not delivered. Keldio does not guarantee delivery, delivery time, or that a carrier or platform will accept a message or template.

11. Records, retention, and privacy

Message content, phone numbers, delivery events, and opt-in and opt-out records are Customer Personal Data that Keldio processes on your behalf under the Data Processing Agreement. Messaging providers may keep their own delivery logs under their own retention periods. You are responsible for your own privacy notices to recipients and for handling their requests. Retention and erasure are described in the Data Retention and Erasure Policy.

12. Monitoring and enforcement

Keldio may monitor messaging metadata, complaint and quality signals, and, where reasonably necessary, message content and templates to protect recipients, providers, and the platform. Keldio may immediately and without prior notice pause, throttle, restrict, or disconnect a Messaging Channel, a sender, a template, or a Workspace, block specific messages, preserve evidence, and cooperate with carriers, platforms, providers, and authorities where:

  • a carrier, platform, or provider requires it or has restricted, suspended, or flagged the sender;
  • Keldio reasonably suspects a breach of this Messaging Policy, the Acceptable Use Policy, or applicable law;
  • complaint, opt-out, block, or quality levels put Keldio's or a provider's standing at risk; or
  • it is needed to protect recipients, Keldio, other Tenants, or the public.

You are responsible for fines, fees, penalties, and costs that a carrier, platform, provider, or authority imposes because of your messaging, to the extent permitted by law and as set out in the Platform Terms.

13. Changes and language

Keldio may update this Messaging Policy in accordance with the Platform Terms. This Messaging Policy is available in English and Dutch. If the versions differ, the English version prevails to the extent permitted by applicable law.

14. Contact

Questions about this Messaging Policy, and reports of messaging abuse, can be sent to legal@keldio.com or support@keldio.com.