Google's Crackdown on Scam Texts: What It Means for Campaigns

Google just rolled out a major update to its Messages app that uses on-device AI to spot and block scam texts—starting with those notorious “unpaid toll” messages. While that might seem like good news for consumers, it should sound an alarm bell for campaigns and organizations that rely on text messaging to mobilize supporters and raise money.

Because here’s the truth: if Google is training its AI to detect scam language, your campaign's message could be swept up in the same net if you’re not careful.

At Campaign Engine, we’ve seen this shift coming—and it’s not just happening in SMS. These same “spam signals” are already being used in email filters too. That’s why it’s more important than ever to communicate with clarity, legitimacy, and purpose.

Here are 5 things you should be doing in every outbound message:

1. Say who you are—right away.Don’t wait until the second sentence. Tell people up front which campaign or organization is texting them.

2. Skip the scary language.Urgency is good. Alarmism isn’t. Overusing phrases like “urgent deadline” or “final notice” is a red flag.

3. Use real links.Shortlinks can raise suspicion. Whenever possible, use branded, verified URLs—especially for donation pages.

4. Write like a human.Spelling errors, weird formatting, or inconsistent punctuation will trip filters and kill credibility.

5. Always give a way out.Including an opt-out option isn’t just about compliance—it signals you’re running a real, reputable operation.

This isn’t just about avoiding spam filters—it’s about building trust with your audience. The gap between a scammer and a credible campaign is shrinking fast in the eyes of AI. So the question becomes: will your next message sound like a trusted voice—or just more noise?

If you’re unsure whether your texts or emails are built to withstand these new filters, we can help. Campaign Engine builds deliverability into everything we do—from list strategy to creative. Let’s make sure your next message actually reaches the people who need to see it.

Reach out today and let’s talk deliverability.