Token health before creative

Invalid tokens make reach look generous and tap-through look tragic. No headline test will repair a list that has not been touched since last Songkran.

Nalinee built the Lab’s token checklist after a Bangkok retailer watched “active audience” grow while Android accept fell. Dual-SIM devices, uninstalled apps, and tokens that had not accepted a message in ninety days were still counted as reachable because nobody owned a purge rule.

Three buckets, no poetry

Invalid — platform rejected the token. Remove it. Do not wait for a quarterly “hygiene sprint.”
Stale — no accept in a window you choose (we often start at ninety days). Park it out of promotional sends.
Unproven — new install, no campaign yet. Keep it, but do not let it dilute a test cell.

Creative tests on a dirty list teach you about the list. They do not teach you about the title. If you must test copy, do it on tokens that accepted a message last week.

Dual-SIM and OEM oddities

Thailand’s dual-SIM share is not a footnote. Users switch SIMs; tokens linger. OEM battery policies then decide whether a “live” token ever sees the tray. This is why we refuse to discuss emoji before week two of the Lab.

A modest operational rule

Monday: pull rejects. Wednesday: review stale share with CRM. Once a month: publish reachable versus claimed audience as two lines, not one. Finance understands two lines. They do not understand a blended “health score.”

Continue with delivery versus open, or browse the Lab syllabus if you want the checklist taught in the room.