Heightened Awareness Period (HAP) – November 19, 2026 to January 4, 2027
Twilio will monitor and may limit message sending rates to U.S. destinations during peak traffic periods (Black Friday, Cyber Monday). High-volume accounts using short codes or toll-free numbers may be temporarily migrated to Market Throughput, while 10DLC numbers remain on Account Based Throughput.
Between Thursday, November 19, 2026 and Monday, January 4 2027, Twilio will enter a Heightened Awareness Period (HAP) to help ensure reliable message delivery during peak traffic times, such as Black Friday and Cyber Monday.
During this period, message sending rates to U.S. destinations will be monitored and may be limited at the account level for toll-free, short code, and 10DLC numbers.
Accounts that send high volumes of messages from short codes or toll-free numbers may be temporarily migrated to Market Throughput during the HAP. Customers will be notified via email if their account is affected. Market Throughput doesn’t affect 10DLC numbers, which will continue to live on Account Based Throughput.
For more information on how throughput limits may be impacted and what actions to take, customers can reach out to their Twilio account team.
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