How to Determine if Your SMS Links Are a Security Risk

SMS (Short Message Service) remains a widely used tool for sending short, concise messages. However, the convenience of SMS comes with a caveat. They pose potential security risks associated with the links embedded within these messages. As cyber threats continue to evolve, it’s essential for individuals, businesses, and organizations to be vigilant in identifying and mitigating these risks.

Determining if your SMS links are a security risk requires a multifaceted approach that involves understanding the various types of threats, recognizing common vulnerabilities, and implementing best practices for safeguarding your digital communications. Navigating through this complex landscape can be overwhelming, but with the right practices and tools, you can protect yourself and your organization from falling victim to SMS-related security breaches.

What is SMS Link Security?

SMS Link Security refers to the measures and practices implemented to secure the transmission and handling of links or URLs delivered through SMS (Short Message Service) messages, commonly known as text messages. 

As a widely used communication method, SMS is a convenient way to share links to websites, apps, and various online resources. It is an effective way for businesses to drive conversions. However, it also poses security risks, as cybercriminals often exploit SMS messages to distribute malicious links and conduct phishing attacks. Ensuring the security of SMS links is crucial to protect users from potential harm.

See an example of a secure, branded link below:

demonstration of secure SMS

What are the Benefits of Safe SMS Links?

SMS links are excellent tools for businesses to enhance customer experience, communication, and marketing efforts. This type of marketing approach enhances the personal connection between a business and its customers. It offers immediacy and directness that few other channels can match. However, it’s crucial to ensure that SMS campaigns consider safe SMS link best practices in order for the team to see the benefits. Ensuring the safety of these links is crucial for various reasons, ranging from personal security to business reputation. Here’s an overview of why the benefits of safe SMS links must be considered:

Prevention of Phishing and Scams

Safe SMS links play a crucial role in preventing phishing attacks and scams. Phishing is a cybercrime in which malicious actors impersonate trustworthy entities to obtain sensitive information, such as login credentials and financial data. Safe SMS links, when used to transmit sensitive information or direct users to websites, ensure that the recipient can trust the source. These links are typically verified by the service provider, minimizing the risk of falling for phishing attempts.

Enhanced User Trust

Safe SMS links contribute to enhanced user trust, which is essential in online interactions. When users receive SMS messages with links, they often hesitate to click them due to concerns about security. Safe SMS links help build trust among customers as they come from reputable sources and are less likely to lead users to harmful or fraudulent websites. This increased brand trust fosters better engagement with content and services.

Improved Customer Experience

In the context of businesses and customer communication, safe SMS links can significantly improve the customer experience. Customers are more likely to engage with SMS messages that contain links to promotions, product updates, or account-related information when they can trust the source of your business. Safe links provide a smoother and more reliable experience for users, ultimately increasing customer satisfaction.

Protection Against Malware

Safe SMS links are instrumental in protecting mobile devices from malware and viruses. Clicking on unsafe links can expose users to malicious software that can compromise their personal data and device security. Safe SMS links are carefully vetted, reducing the risk of malware infections and ensuring that users can click with confidence.

Secure Access to Online Services

Safe SMS links often serve as a means of accessing online services, including account logins and two-factor authentication. This secure access ensures that users can connect to their accounts without fear of compromising their credentials. It’s particularly vital for financial institutions, email services, and e-commerce platforms, where security is paramount.

Compliance with Data Protection Regulations

Safe SMS links also help businesses comply with data protection regulations such as the General Data Protection Regulation (GDPR) and the Health Insurance Portability and Accountability Act (HIPAA). These regulations require that sensitive data is transmitted securely and that users have control over their data. Safe SMS links ensure that data is transmitted in a compliant manner, reducing the risk of legal issues and fines.

Efficient Communication for Critical Alerts

Safe SMS links are invaluable for businesses as they deliver critical alerts and emergency notifications. These messages must be trusted and reliable. For example, a large financial institution can utilize safe SMS links to promptly notify its employees and stakeholders about a data breach or a potential security threat. These messages must be trustworthy and reliable, as they can contain vital information regarding the breach’s extent, recommended actions, and steps to mitigate the damage.

SMS Link Security

When it comes to SMS link security, the role of branded links cannot be overstated. Branded links, like those generated by Rebrandly, not only help companies foster engagement but also play a crucial role in keeping users safe. In the world of SMS marketing, where every character counts, branded links are a valuable asset.

Non-branded short links, while they may save characters, can present several security and user trust issues. Their generic nature often results in lower click-through rates, as potential leads are rightfully wary of clicking on unfamiliar links, fearing that they might lead to phishing or malicious websites.

One notable advantage of using Rebrandly for SMS link security is the ability to create branded links that instill confidence in users. These links are inherently trustworthy and provide a sense of security, as they clearly reflect the sender’s brand or company.

Moreover, unlike some other platforms, like Bitly, that offer branded domains but host them on their own platform, Rebrandly enables companies to maintain the authority of their primary website. This helps in improving SEO, enhancing user trust, and ultimately driving better engagement.

Safe and Unsafe SMS Link Examples 

The following is an example of a safe link added to an SMS and an unsafe one. Note that the safe link clearly contains the bank’s name, “Your Bank,” within its domain, increasing the trustworthiness. 

secure SMS link

The unsafe link in the following SMS contains random characters. 

spam SMS link

How to Improve SMS Link Safety

Here is an overview of how you can improve SMS link safety:

  • Implement 2FA: Two-factor authentication (2FA) adds an extra layer of security to your SMS link-sharing process. By implementing 2FA, you can reduce the risk of unauthorized access to your link management tools and ensure that only authorized personnel can create and share links through platforms like Rebrandly.
  • Combat Phishing with Branded Links: Phishing attacks often rely on deceptive links that mimic legitimate sources. By using branded links with Rebrandly, you can create custom short URLs that clearly represent your organization or message, making it easier for recipients to trust the source and avoid falling victim to phishing scams. With that, if they receive links that don’t resemble your brand, they will know not to click on them.
  • Prevent Malicious Downloads: One of the common risks associated with SMS links is the potential for malicious downloads. To prevent this, always use secure and trusted file hosting services and employ link scanners to check for malicious content. Rebrandly offers link management features that allow you to monitor the destinations of your SMS links, ensuring that they always lead to safe and legitimate content.
  • Secure Password Reset Links: Password reset links sent via SMS should be protected against unauthorized access. When creating these links, ensure that they have a limited time validity and are associated with a strong verification process. Rebrandly’s link management platform allows you to set expiration dates for links and control access, making it easier to secure password reset links.
  • Verify Service Confirmation Links: For services or account verification, SMS links are often used to confirm user details. It’s essential to validate the authenticity of such links to protect users from malicious actors. With Rebrandly’s features, you can monitor and verify the service confirmation links to ensure they lead to trusted destinations.

Key Takeaways

For optimal SMS marketing results, it’s essential to recognize the risks of using non-branded short links, those that don’t carry your own domain’s identity. Using branded short links—those associated with your brand’s name—not only safeguards your customers but also ensures a robust ROI for your campaigns. 

Consistently using branded links makes users more discerning, reducing their likelihood of clicking on malicious third-party links. 

Furthermore, maintaining brevity in your links is key; not only do long URLs appear spammy, but the concise nature of SMS demands short and impactful messages to captivate and engage users. Moreover, branded links boost your credibility.


What’s Your Level of SMS Link Security?

Determining the level of SMS link security is crucial, as it directly affects the protection of sensitive information and the prevention of cyber threats. The following factors can help determine the security level of your SMS links:

  • Encryption and Data Protection: SMS messages are often transmitted as plain text, making them vulnerable to interception. To determine the level of security, assess whether your SMS service provider employs encryption protocols like SSL/TLS to protect the messages during transit. Ensure that sensitive information is not exposed, and verify that encryption is consistently applied.
  • Message Verification: It is essential to confirm the origin of SMS messages. Implement techniques like digital signatures or hash verification to authenticate the sender of the message and ensure it has not been tampered with during transit. A strong verification process enhances the overall security of SMS links.
  • Access Control: Determine who has access to your SMS system. Regularly audit and monitor user accounts and permissions to prevent unauthorized users from compromising the security of your SMS links. Implement strong access control measures to protect sensitive data.
  • Compliance with Regulations: Ensure your SMS system adheres to relevant data protection regulations, such as GDPR, HIPAA, or industry-specific standards. Compliance with these standards is essential for maintaining SMS link security, as it often mandates the protection of sensitive data.
  • Secure APIs and Integrations: If your SMS system is integrated with other services, review the security of these connections. Ensure that APIs and integrations are secure and do not expose vulnerabilities that could be exploited by malicious actors.
  • User Education and Awareness: A critical aspect of SMS link security is user education. Train your users on best practices, including avoiding suspicious links and messages and reporting unusual activity. Security awareness can help prevent security breaches caused by human error.
  • Incident Response Plan: Develop and regularly test an incident response plan to address security breaches promptly. This plan should outline steps for containment, eradication, and recovery in case of a security incident involving your SMS system.


The following are commonly asked questions about determining if your SMS links are a security risk:

How do I know if a text link is safe?

To know if a text link is safe, hover over it without clicking to preview the URL. Check for suspicious or misspelled domains and use a reputable link scanner or antivirus software for added security.

Will all links in SMS messages contain malware?

No, but you should be cautious and avoid clicking on links in SMS messages from unknown or untrusted sources to minimize the risk of encountering malware.

How do I know if a link is safe on my phone?

You can check if a link is safe on your phone by hovering over it to preview the URL, verifying the source, and using mobile security apps for added protection.

What do suspicious links look like?

Suspicious links may have misspelled domains, use URL shorteners, contain random characters, or come from unknown sources. Be cautious when encountering these.