A communications advertising system is described for delivering ad content to subscribers of a telecommunications network. The system performs traffic handling by using at least two limits for regulating message transmission. During processing, a network node of the system can continuously monitor the quantity of message traffic being processed. If the node detects that the quantity of traffic has decreased below a first limit, it can initiate the processing of reserved bulk messages. The node then continues to transmit the bulk traffic while still measuring the quantity of message traffic being processed. If, thereafter, the node detects that the quantity of overall message traffic being processed has exceeded a second limit, the processing of bulk messages is halted until the quantity of regular traffic decreases below the first limit once again, at which point the node can resume processing the bulk message traffic.