Skip to contentSkip to navigationSkip to topbar
Twilio Docs
On this page

Deliverability Score

Your Deliverability Score provides a quick overview of how your messaging traffic is performing. It is composed of five subscores: Sent Rate, Compliance, Fraud, Latency, and Engagement.

You can use your Deliverability Score to:

  • Become aware of issues in your messaging and find the specific areas that are impacted (via the Deliverability subscores).
  • Compare your scores to messaging industry benchmarks and see where you can improve your services.

The Deliverability Score benchmarks and calculations are defined by analyzing all of Twilio's messaging traffic, providing you 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 your outbound messaging traffic for errors and may also leverage performance metrics related to Twilio's advanced optimization tools. The subscores help you target specific areas for improvement, and you can then use Messaging Insights dashboards or the Intelligent Discovery Assistant to further pinpoint and resolve issues.

Subscores also provide comparison to industry benchmarks because each subscore leverages thresholds for acceptable error rates, based on Twilio traffic and industry best practices. For example, the Sent Rate subscore takes into account that some errors, such a small rate of error code 30005 (which may occur when the device you are trying to send to is off), are expected in messaging. On the other hand, the Compliance subscore has a stricter error rate threshold, setting a higher standard for acceptable performance.

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.

Deliverability Score dashboard overview.To attribute.
  • 21211: Invalid To Phone Number.
  • 21212: Invalid From Number.
  • 21608: The to phone number provided is not yet verified for this account.
  • 21612: Message cannot be sent with the current combination of To and/or From parameters.
  • 21614: To number is not a valid mobile number.
  • 21401: Invalid Phone Number.
  • 21606: The From phone number provided is not a valid message-capable Twilio phone number for this destination/account.
  • 30011: MMS not supported by the receiving phone number in this region.
  • 30042: The Sender ID is blocked as generic or it contains special characters.
  • 63024: Invalid message recipient.

    • Unreachable or blocked destinations

    • 30003: Unreachable destination handset.
    • 30004: Message blocked.
    • 30005: Unknown destination handset.
    • 30006: Landline or unreachable carrier.
    • 30008: Unknown error.
    • 60005: Downstream Carrier Error.
    • 63036: The specified phone number cannot be reached by RBM at this time.

    Invalid or missing parameters

    • 14103: Invalid Body.
    • 20422: Invalid Parameter.
    • 21602: Message body is required.
    • 21603: A From or MessagingServiceSid parameter is required to send a message.
    • 21609: Invalid StatusCallback.
    • 21617: The concatenated message body exceeds the 1600 character limit.
    • 21619: A Message Body, Media URL or Content SID is required.
    • 21621: The From number has not been enabled for MMS.
    • 21910: Invalid From and To pair. From and To should be of the same channel.
    • 21624: Invalid validity period value.
    • 21627: Max Price must be a valid float.
    • 21654: ContentSid Required.
    • 21658: Parameter exceeded character limit.
    • 21701: The Messaging Service does not exist.
    • 21703: The Messaging Service does not have a phone number available to send a message.
    • 21704: The Messaging Service contains no phone numbers.
    • 35111: SendAt timestamp is missing.
    • 35114: Scheduling does not support this timestamp.
    • 35118: MessagingServiceSid is required to schedule a message.
    • 63001: Channel could not authenticate the request. Please see Channel specific error message for more information.
    • 63002: Channel could not find the From address.
    • 63003: Channel could not find To address.
    • 63007: Twilio could not find a Channel with the specified From address
    • 63031: Channels message cannot have same From and To.

    Content and media errors

    • 11200: HTTP retrieval failure.
    • 11205: HTTP connection failure.
    • 11210: HTTP bad host name.
    • 11215: HTTP too many redirects.
    • 11220: SSL/TLS Handshake Error.
    • 11237: Certificate Invalid - Could not find path to certificate.
    • 12300: Invalid Content-Type.
    • 11751: Media Message - Media exceeds messaging provider size limit.
    • 21620: Invalid media URL(s).
    • 30019: Content size exceeds carrier limit.
    • 63019: Media failed to download.
    • 63034: Media exceeds size limit.

    Channel and template issues

    • 19023: Invalid channel type.
    • 30015: Non-supported channel type is used.
    • 63005: Channel did not accept given content. Please see Channel specific error message for more information.
    • 63009: Channel provider returned an internal service error (HTTP 5xx). Please see Channel specific error message for more information.
    • 63012: Channel provider returned an internal service error.
    • 63015: Channel Sandbox can only send messages to phone numbers that have joined the Sandbox.
    • 63016: Failed to send a free form message because you are outside the allowed window. If you are using WhatsApp, please use a Message Template.
    • 63021: Channel invalid content error.
    • 63027: Template does not exist for a language and locale.
    • 63028: Number of parameters provided does not match the expected number of parameters.
    • 63030: Unsupported parameter for type of channels message.
    • 63032: We cannot send this message to this user because of a WhatsApp limitation.
    • 63040: Template Rejected.
    • 63041: Template paused.
    • 63042: Template disabled.

    Internal and provider errors

    • 20410: Gone.
    • 20500: Internal Server Error.
    • 30410: Provider Timeout Error.
    • 63010: Twilio's platform encountered an internal error processing this message.

    Any error not listed here and not covered in the other four subscores will also be counted in Sent Rate.

    Compliance

    compliance page anchor

    Compliance evaluates adherence of your messaging traffic to regulatory, carrier, and platform-specific policies and guidelines. It encompasses error codes related to spam, improper registrations, policy violations, and other compliance issues.

    Monitor and address compliance-related errors to increase your Compliance subscore and help ensure your messaging activities are in line with industry standards and regulations.

    Twilio may reach out to you about compliance issues even if you have a high Compliance subscore.

    The following error codes impact the Compliance subscore:

    Fraud

    fraud page anchor

    Fraud evaluates fraud issues relative to your total message traffic. It encompasses error codes for blocking phishing and malicious content as well as fraudulent messages being sent to the destination you are trying to reach.

    Monitor and address fraud-related errors to increase your Fraud subscore, protect your organization, and promote trust and safety with 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

    latency page anchor

    Latency measures the efficiency and timeliness of your message delivery. It encompasses errors related to queuing, rate limits, and network congestion. To improve your Latency subscore, resolve the errors listed below.

    You can also consider optimizing your latency and on-time delivery leveraging Multi Tenancy and Traffic Shaping.

    The following error codes impact the Latency subscore:

    Engagement

    engagement page anchor

    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, which can affect how recipients interact with and respond to messages. By monitoring and addressing engagement-related errors, you can increase your Engagement subscore.

    The following error codes impact the Engagement subscore: