How many phone numbers are invalid or disconnected?
Today’s figure is not published: the platform did not see enough traffic for this measure to be reported without identifying an individual customer. The explanation below still holds.
What usually pushes this number up
- list age, since roughly a tenth of US mobile numbers change hands each year
- typed-in numbers from web forms with no validation at the point of entry
- purchased lists that were compiled once and never re-verified
What brings it down
- lists validated at the point of collection rather than before the campaign
- recently collected first-party data
- a batch that had already been scrubbed elsewhere