Who is doing SMS marketing?

the biggest issue people overlook in western europe is domain filtering. you can pay for the best direct routes and register an alpha sender id, but if the landing page url gets flagged, the carrier firewall drops the message instantly. rotating cheap domains constantly and using heavy spintax on the copy is the only way to keep the footprint low. also, countries like germany and france are super aggressive with keyword filtering now... if the copy mentions certain words related to finance or sweeps, it gets binned. gotta write the copy almost like a riddle sometimes to bypass the automated filters.

Same problem in Africa, just for different reasons. Cheap aggregator routes into Kenya get you "delivered" receipts for messages that never touch a handset — you only find out when conversions come back flat.
Only fix I found was going direct with a local provider and eating roughly 3x the per-SMS cost. More expensive, but at least you're paying for messages that actually land.