Twilio’s 2025 Heightened Awareness Period: Ensuring Reliable Messaging for Peak Season

Twilio is implementing a Heightened Awareness Period (HAP) from November 24, 2025, to January 5, 2026, to ensure reliable messaging during the holiday shopping season when message traffic surges. This period involves closely monitoring and adjusting message throughput to U.S. recipients, particularly for toll-free numbers, short codes, and 10DLC numbers, to prevent network congestion and delays, especially for critical messages like two-factor authentication and delivery notifications. Most Twilio users don't need to take action, but those relying on high-volume messaging should coordinate with their account team by October 31, 2025, to ensure their throughput needs are met for peak times such as Black Friday and Cyber Monday. If necessary, users can reserve additional message throughput for short codes, toll-free, and 10DLC traffic by contacting their Twilio account team and signing a supplementary order form by November 21, 2025. Once the HAP concludes, accounts will revert to pre-HAP message limits unless an agreement to maintain increased throughput is in place. Twilio encourages users to reach out to their account teams or support for questions to ensure seamless communication during this crucial period.