Twilio is implementing a Heightened Awareness Period for U.S. SMS & MMS messaging via short codes from November 23 to December 1, 2020, to prevent network overload during Black Friday and Cyber Monday. This period will set account-level rate limits for customers based on the number of short codes used, with higher rates available for customers with multiple short codes. The aim is to ensure a healthy network and allow customers to reliably reach their end-users, while also providing transparency and guidance on messaging at scale during high-volume periods.