Why Mailchimp Bans Firearms Businesses

Mailchimp bans firearms businesses outright. So does Sendlane. GoHighLevel runs on Twilio, which blocks gun-related SMS. If you run a gun store, ammo shop, or tactical gear brand and you are using any of these tools, your account is at risk. This guide explains why the bans happen and which ESPs are safe.

The Acceptable Use Problem

Every email platform publishes an Acceptable Use Policy (AUP). These policies tell you what kinds of businesses and content are allowed on the platform. Mailchimp’s AUP explicitly prohibits the sale of firearms, firearm parts, ammunition, and related accessories. The language is broad enough to catch FFL dealers, ammo retailers, and even some tactical gear sellers whose product catalog overlaps with regulated items.

The ban is not about spam. You can follow every best practice — clean list, good open rates, proper unsubscribes — and still lose your account the moment a compliance reviewer flags your store category. When that happens, Mailchimp suspends the account, often without warning. Your automations stop. Your campaigns stop. Your list becomes inaccessible until you export it, if the platform gives you time to do so.

Sendlane goes further and explicitly excludes 2A businesses in its terms. GoHighLevel relies on Twilio for SMS delivery, and Twilio’s own policy prohibits firearm-related messaging, which makes the entire platform unreliable for stores that sell guns or ammo.

Which ESPs Are Safe for Gun Stores

Not all platforms treat firearms businesses the same. Here is a clear breakdown of where gun stores, FFL dealers, and ammo retailers actually stand on each major platform.

Klaviyo: What Changed

Klaviyo updated its policy and now permits firearms messaging. This is significant because Klaviyo is the dominant ESP for Shopify stores. If your store runs on Shopify and you are in the Starter or Growth tier, Klaviyo is the most capable option available to you that is also legally safe. It supports advanced segmentation, flow automation, and A/B testing without the compliance landmine that Mailchimp represents.

That said, Klaviyo still has content guidelines you need to follow. You cannot run messaging that promotes illegal modifications or violates ATF regulations. Compliant, legal retail messaging is permitted.

ActiveCampaign: The Email-Only Alternative

ActiveCampaign explicitly allows firearms businesses and is a reliable choice for stores that want email-only marketing without SMS. It has strong automation capabilities, robust tagging and segmentation, and a clean deliverability track record. If you are not on Shopify or need a platform that works across multiple store platforms, ActiveCampaign is worth evaluating.

OtterText: The SMS + Email Option

OtterText is the only platform we know of that was purpose-built for firearms and 2A compliance. It handles both email and SMS under a single roof, which matters because mainstream SMS providers like Twilio (used by GoHighLevel and others) block firearm-related messaging at the carrier level. OtterText routes around those restrictions through purpose-built compliance infrastructure.

What to Do If You Are Currently on Mailchimp

Export your list now, before your account is flagged. Do not wait for a suspension notice. Once a Mailchimp account is suspended, access is often restricted and the export window can close quickly. After you export, evaluate Klaviyo (if you are on Shopify) or ActiveCampaign as your next platform. A proper migration takes one to two weeks and includes list cleaning, flow rebuilding, and a warm-up send schedule to protect your new sender reputation.

If you want help with the migration or are not sure which platform fits your store, a free account audit is a good place to start. We review your current setup and give you a clear recommendation.

Frequently Asked Questions

Written by Ameer Hamza, Founder & Email Strategist at Email-Vmail.