Choosing the Right Political Texting Platform: A Campaign Manager's Guide

Choosing a political texting platform might be one of the most important technology decisions you make for your campaign. The right platform helps you reach more voters, raise more money, and win elections. The wrong one costs you reach, wastes money, and creates compliance headaches.

With dozens of platforms claiming to be "the best," how do you cut through the marketing and choose wisely?

This guide provides a framework for evaluating platforms based on what actually matters for political campaigns.

Why Your Platform Choice Matters

Not all texting platforms are created equal. The differences aren't just about user interface or features - they fundamentally impact your campaign's success.

The Real Stakes

Reach: Some platforms lose you 10-30% of your voter contact due to shared opt-out lists.

Delivery: Slow 10DLC registration or poor carrier relationships mean your messages get filtered.

Cost: Hidden fees, inefficient pricing, or poor ROI can drain your budget.

Compliance: Improper opt-out handling or TCPA violations can lead to legal issues.

Time: Slow setup, poor support, or clunky interfaces waste precious campaign hours.

Data: Platforms that don't integrate with your CRM or provide poor analytics leave you flying blind.

Choose wisely, and you'll have a powerful tool for voter engagement. Choose poorly, and you'll fight your own technology all cycle.

The Essential Criteria

Evaluate platforms based on these core factors:

1. Delivery Rates (The Most Important Factor)

Your messages are worthless if they don't reach voters. Delivery rates vary dramatically between platforms.

What to ask:

• "What is your overall delivery rate?"
• "Can I see carrier-specific delivery rates?" (AT&T, Verizon, T-Mobile separately)
• "What percentage of messages are delivered within 5 minutes?"

What to look for:

• Overall delivery rate: 95%+
• Carrier-specific visibility: Platforms should show you AT&T vs. Verizon vs. T-Mobile delivery
• Fast 10DLC registration: 24-48 hours (not 7-14 days)
• Direct carrier relationships: One hop to carriers, not multiple resellers

Red flags:

• ❌ Vague answers like "industry leading" without data
• ❌ No carrier-specific reporting
• ❌ Slow or unclear 10DLC process
• ❌ Can't explain how they route to carriers

Why it matters: A platform with 85% delivery vs. 97% delivery means 12,000 fewer voters reached per 100,000 contacts. In close races, that's the margin of victory.

How to verify:

• Ask for example delivery reports
• Request references from recent campaigns
• Run a small test campaign before committing

At Political Comms, we deliver 97.8% delivery rates with full carrier-specific reporting.

2. Opt-Out Management (Can Make or Break Your Reach)

This is where many campaigns unknowingly lose massive reach.

The critical question: "Are opt-outs isolated per organization, or shared across all clients?"

Two models:

Shared opt-outs (Bad):

• When anyone opts out from any campaign on the platform, they're blocked for all campaigns
• You lose 10-30% of your potential reach to other campaigns' opt-outs
• Common with platforms like Peerly and others

Isolated opt-outs (Good):

• Each organization maintains its own opt-out list
• Voters can opt out from Campaign A but still receive messages from Campaign B
• You only lose reach from your own opt-outs

What to ask:

• "If another campaign gets an opt-out, does it affect my contact list?"
• "Can I export my organization-specific opt-out list?"
• "How many contacts am I blocked from reaching due to opt-outs from other campaigns?"

What to look for:

• ✅ Isolated, per-organization opt-out lists
• ✅ You own your opt-out data
• ✅ Can export your suppression list anytime
• ✅ Automatic opt-out processing (instant, not manual)

Red flags:

• ❌ "We maintain a universal suppression list"
• ❌ "All clients share one opt-out database"
• ❌ Vague or evasive answers
• ❌ Can't show you your org-specific opt-outs

Why it matters: Shared opt-outs cost you 10-30% of your reach. In a 100,000 voter universe, that's 10,000-30,000 fewer contacts.

Real example: A 2024 congressional campaign had 42,000 voters blocked by Peerly's global opt-outs - voters who never opted out of their messages. After switching to Political Comms (isolated opt-outs), they reached 34,000 additional voters.

Political Comms provides isolated opt-out lists - your opt-outs belong to you, and nobody else's opt-outs affect your reach.

3. Pricing and Cost Structure

Texting platform pricing varies wildly. Understanding the true cost requires looking beyond the per-message rate.

Pricing models:

Per-message pricing:

• Most common: $0.015-0.03 per message
• Watch for: Minimum volumes, tiered pricing, carrier fees

Platform fees:

• Monthly subscriptions ($100-500/month)
• Per-user fees
• Setup fees
• 10DLC registration fees

Hidden costs:

• "Carrier fees" (should be included in per-message price)
• "Premium" features (segmentation, analytics)
• Data export fees
• Number rental fees

Questions to ask:

• "What is your all-in cost per message, including all fees?"
• "Are there monthly minimums or platform fees?"
• "What does 10DLC registration cost?"
• "Are carrier fees included or extra?"
• "What features cost extra?"

What to look for:

• ✅ Transparent, all-inclusive pricing
• ✅ No hidden fees
• ✅ No monthly minimums (for most campaigns)
• ✅ Free features (segmentation, analytics, two-way messaging)

Red flags:

• ❌ Separate "carrier fees" on top of per-message rate
• ❌ Feature paywalls (charging extra for basic capabilities)
• ❌ Mandatory monthly fees for small campaigns
• ❌ Unclear or complicated pricing structure

Cost comparison example:

Always calculate the total cost for your expected volume, not just the per-message rate.

Political Comms offers guaranteed lowest pricing with no hidden fees.

4. Speed and Ease of 10DLC Registration

10DLC registration determines when you can start sending. Fast registration is critical.

Timeline comparison:

Fast platforms (Political Comms): 24-48 hours Slow platforms: 7-14 days

Questions to ask:

• "How long does 10DLC brand registration take?"
• "How long does campaign registration take?"
• "Do you have political-specific workflows?"
• "What happens if my registration is rejected?"

What to look for:

• ✅ Political-specific registration workflows
• ✅ 24-48 hour turnaround
• ✅ Handles registration for you (not DIY)
• ✅ Clear communication about status
• ✅ Fast resubmission if needed

Red flags:

• ❌ Weeks-long registration process
• ❌ Generic business workflows (not political-specific)
• ❌ You have to figure out registration yourself
• ❌ No transparency about timeline
• ❌ Additional fees for "expedited" registration

Why it matters: You can't send messages until you're registered. A platform that takes 2 weeks vs. 2 days could mean missing critical campaign moments.

Political Comms completes 10DLC registration in 24-48 hours with political-specific workflows.

5. Platform Features and Usability

Beyond core delivery, evaluate features that matter for political campaigns.

Essential features:

Segmentation:

• Upload and segment voter files
• Filter by demographics, voting history, geography
• Create custom audiences

Two-way messaging:

• Real-time back-and-forth conversations
• Multiple staff can manage responses
• Automatic keyword responses (opt-outs, help)

Scheduling:

• Schedule messages in advance
• Time zone awareness
• Batch sending

Analytics:

• Delivery rates (overall and by carrier)
• Response rates
• Opt-out rates
• Click-through rates (for links)
• Engagement metrics

Integrations:

• Voter file imports (NGP VAN, TargetSmart, etc.)
• CRM sync
• Donation platforms (ActBlue, WinRed)
• Export capabilities

Nice-to-have features:

A/B testing:

• Test different message variations
• Automatic winner selection

Link tracking:

• Custom short links
• Click analytics

Media messaging:

• Send images or videos (MMS)
• Preview how messages look

Volunteer management:

• Multiple users with different permissions
• Peer-to-peer texting capabilities

Questions to ask:

• "Can I segment my voter file and send targeted messages?"
• "Do you support two-way conversations?"
• "What analytics do you provide?"
• "Do you integrate with NGP VAN / my CRM?"
• "Can multiple staff members use the platform simultaneously?"

What to look for:

• ✅ All essential features included (not paywalled)
• ✅ Intuitive interface (test it if possible)
• ✅ Mobile-friendly (for staff in the field)
• ✅ Robust analytics and reporting

Red flags:

• ❌ Basic features locked behind higher tiers
• ❌ Clunky, outdated interface
• ❌ No two-way messaging
• ❌ Limited or no analytics

6. Support and Service

Campaigns don't run 9-5, Monday-Friday. You need support when issues arise.

Questions to ask:

• "What support hours do you offer?"
• "How quickly do you respond to issues?"
• "Do you provide phone support or just email?"
• "Will I have a dedicated account manager?"

What to look for:

• ✅ Extended support hours (including evenings and weekends)
• ✅ Fast response times (hours, not days)
• ✅ Multiple support channels (phone, email, chat)
• ✅ Political campaign experience
• ✅ Proactive help with registration, compliance, strategy

Red flags:

• ❌ Business hours only (9-5 M-F)
• ❌ Email-only support
• ❌ Slow response times
• ❌ Support staff unfamiliar with political campaigns

Why it matters: When your GOTV messages aren't delivering at 6 PM on Election Day, you need help now - not Monday morning.

Political Comms provides dedicated support with political campaign expertise.

7. Compliance and Legal

Choose a platform that helps you stay compliant, not one that creates legal risk.

Questions to ask:

• "How do you handle TCPA compliance?"
• "Do you automatically process opt-outs?"
• "Can you explain your data privacy and security policies?"
• "What happens if I receive a legal complaint?"

What to look for:

• ✅ Automatic opt-out processing
• ✅ All required disclosures (opt-out instructions, sender ID)
• ✅ Clear data ownership (you own your data)
• ✅ Secure data handling (encryption, backups)
• ✅ TCPA and political messaging expertise

Red flags:

• ❌ Manual opt-out processing
• ❌ Unclear data ownership
• ❌ No mention of TCPA compliance
• ❌ Platforms that encourage questionable practices

Key legal considerations:

TCPA requirements:

• Honor opt-outs immediately
• Provide clear identification
• Don't contact numbers on internal DNC lists

Data privacy:

• How is voter data stored?
• Who has access?
• What happens to data after the campaign?

Ownership:

• Do you own your contact lists?
• Can you export all data?
• What happens if you leave the platform?

8. Track Record and Reputation

Experience with political campaigns matters.

Questions to ask:

• "How many political campaigns have you worked with?"
• "Can you provide references?"
• "What types of races have you supported?" (local, state, federal)

What to look for:

• ✅ Extensive political campaign experience
• ✅ Recent, relevant references
• ✅ Success in races similar to yours
• ✅ Positive reviews and testimonials

How to research:

• Ask for references and actually call them
• Search for online reviews
• Ask other campaign managers
• Check if they're mentioned positively in industry forums

Questions to ask references:

• "What delivery rates did you actually see?"
• "How was their support?"
• "Were there any hidden costs?"
• "Would you use them again?"

Platform Comparison Framework

Use this scorecard to evaluate platforms:

Weight the criteria based on your priorities, score each platform, and calculate totals.

Common Platform Mistakes

Mistake 1: Choosing Based on Price Alone

The cheapest platform often costs more in the long run due to:

• Lower delivery rates (messages don't reach voters)
• Hidden fees
• Lost reach (shared opt-outs)
• Poor support (wasted staff time)

Better approach: Evaluate total value, not just per-message cost.

Mistake 2: Not Testing Before Committing

Don't sign an annual contract without testing.

How to test:

• Send a small test campaign (5,000-10,000 messages)
• Evaluate delivery rates, interface, support
• Compare results across multiple platforms
• Then commit to the winner

Mistake 3: Ignoring the Opt-Out Question

Many campaigns don't ask about opt-out management and unknowingly lose 10-30% reach.

Always ask: "Are opt-outs shared across clients?"

If yes, that's a dealbreaker.

Mistake 4: Falling for "Impossible" Claims

Watch out for platforms claiming:

• "Carrier-specific routing" (technically impossible - see our blog post)
• "Guaranteed delivery" (no one can guarantee 100%)
• "Phone number matching reduces costs" (not how U.S. carriers work)

If it sounds too good to be true, it probably is.

Mistake 5: Not Reading the Contract

Before signing, verify:

• Contract length and cancellation terms
• Price increases or change clauses
• Data ownership and export rights
• What happens to your data after cancellation

Red Flags: Platforms to Avoid

Walk away if a platform:

❌ Shares opt-outs across all clients (lose 10-30% reach)

❌ Takes weeks for 10DLC registration (should be days)

❌ Can't provide carrier-specific delivery reports

❌ Has hidden fees or unclear pricing

❌ Makes technically impossible claims (carrier matching, etc.)

❌ Provides poor or slow support

❌ Has no political campaign experience

❌ Won't provide references

❌ Locks you into long contracts with no trial

❌ Doesn't clearly explain how messages are routed

The Political Comms Difference

We built Political Comms specifically for political campaigns, based on what actually matters:

Delivery:

• ✅ 97.8% delivery rates
• ✅ Direct carrier relationships (one hop, not resellers)
• ✅ Full carrier-specific reporting
• ✅ 24-48 hour 10DLC registration

Reach:

• ✅ Isolated opt-out lists (yours are yours)
• ✅ No shared suppression lists
• ✅ Maximize your voter contact

Pricing:

• ✅ Guaranteed lowest pricing
• ✅ No hidden fees
• ✅ All features included
• ✅ No monthly minimums

Features:

• ✅ Full segmentation and targeting
• ✅ Two-way messaging
• ✅ Complete analytics
• ✅ Voter file integration

Support:

• ✅ Political campaign experts
• ✅ Fast, responsive support
• ✅ Help with registration, compliance, strategy

Experience:

• ✅ Over 2,000 campaigns served
• ✅ Hundreds of millions of messages delivered
• ✅ Proven success in races from local to federal

Making Your Decision

Use this checklist to choose the right platform:

Research phase:

• Identify 3-5 platforms to evaluate
• Request pricing and feature information
• Ask the critical questions (delivery, opt-outs, 10DLC speed)
• Request references and check them

Testing phase:

• Run small test campaigns (5K-10K messages)
• Evaluate delivery rates by carrier
• Test the interface and features
• Assess support responsiveness

Decision phase:

• Calculate total cost for your expected volume
• Verify opt-out model (isolated vs. shared)
• Confirm 10DLC timeline
• Review contract terms
• Check data ownership and export rights

Launch phase:

• Complete 10DLC registration
• Import voter files
• Train staff on platform
• Send initial campaigns and monitor performance

The Bottom Line

Choosing a political texting platform is a high-stakes decision. The right platform helps you:

• ✅ Reach more voters (isolated opt-outs, high delivery)
• ✅ Save money (transparent pricing, better ROI)
• ✅ Win elections (effective voter engagement)

The wrong platform costs you:

• ❌ Lost reach (shared opt-outs, poor delivery)
• ❌ Wasted money (hidden fees, low ROI)
• ❌ Compliance headaches (poor opt-out handling)
• ❌ Staff frustration (bad interface, poor support)

Focus on what matters:

1. Delivery rates (95%+)
2. Opt-out management (isolated, not shared)
3. True cost (all-in pricing)
4. 10DLC speed (24-48 hours)
5. Features and usability
6. Support quality
7. Political experience

Political Comms excels in all these areas - which is why over 2,000 campaigns trust us with their voter engagement.

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Ready to choose the best platform? Get started with Political Comms today.

Have questions about platform selection? Contact our team - we're happy to help you make the right choice.