As of December 1, 2024, all unregistered 10-digit long code (10DLC) text messaging traffic should be blocked. This change is part of an industry-wide effort to protect mobile subscribers and reduce spam.
All U.S. businesses that send text messages to customers must comply with these new requirements to ensure deliverability. Here’s what you need to know about the new 10DLC regulations and how to stay connected and compliant.
What is A2P 10DLC?
A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via standard 10-digit long code (10DLC) phone numbers. Carriers in the US consider all Cady Text and Cady Hosted messaging traffic to be A2P.
Your business may already be familiar with using long codes to send text messages to customers and the benefits they provide, such as text-enabling a customer service number. However, “10DLC” is introducing a new component to any business who would like to send text messages to customers in North America.
Carriers are now stepping in to regulate these messaging programs to better protect their subscribers (your customers) and eliminate spam. While the experience receiving texts will still feel very much the same for mobile users, the process for businesses to implement these programs will look quite a bit different and there are several things you should know.
How to Comply with 10DLC Regulations
The Campaign Registry (TCR) enforces 10DLC regulations for business texting, which are standardized by the FCC. Businesses that rely on unregistered numbers for messaging need to take action to remain compliant and avoid service interruptions.
Cady has already taken care of this for our existing customers, but if you are a new customer or adding SMS messaging to your system, you will need to provide information through the installation process to ensure successful registration.
Cady has already taken care of this for our existing customers, but if you are a new customer or adding SMS messaging to your system, you will need to provide information through the installation process to ensure successful registration.
The good news is that Cady will take care of all communications with the vetting organizations for you, so you won’t have to deal with The Campaign Registry at all. All we need is a bit of information to get started. Contact us for next steps.
In this context, a ‘Brand’ is nothing more than the official name of the organization sending the messages. In order to authenticate, or ‘vet’, the Brand, they require specific info about your company, including but not limited to:
Legal business name
Business address
Contact information
- Industry
- Website URL
- Employee identification number (EIN) or Tax ID
- Business type (LLC, sole proprietor, or corporation)
- Company type (public vs. private)
A ‘Campaign’ in the 10DLC regulations world refers to the reason you are sending messages, the type of messages, and the numbers the messages will be coming from. This is also where you document how your customers give you the ‘OK’ to send them messages.
For a Campaign to be successfully approved it must have the following new elements:
Subscriber Opt-in: Provide the opt-in keywords if applicable. The Opt-in Message is required and must contain the following details:
- Brand name
- Message frequency disclosure
- “Message and data rates may apply” disclosure
- HELP information
- STOP information
Subscriber Opt-Out: Provide the opt-out keywords. The Opt-out Message is required to contain the following details:
- Brand name
- Confirmation the consumer will receive no further messages
Subscriber Help: Provide the Help keywords. The Help Message must contain the following details:
- Brand name
- Email address, phone number, or website link the consumer can use for assistance
In many cases keywords of STOP/START/HELP are automatically enabled for you.
Campaign Description: Provide the reason for the messaging.
- In most cases this is ‘Conversational’ for customer service reasons (i.e. answering a question from a customer or letting someone know their order is ready)
- Other examples could be for Multi Factor Authentication (MFA), account notification, etc.
- Messaging frequency needs to be disclosed
Message Flow/Call to Action (CTA) (Opt-In): Provide documentation of the method whereby customers approve you to message them:
- The specific link, written form, or screenshot of the opt-in form, or specific passage from your Privacy Policy or Terms and Conditions
- ‘Message Flow’ is referring to how the bulk of your messaging conversations are initiated, i.e. traffic is in response to client incoming messages, or outgoing traffic from our business to our customers for appointment reminders, account alerts, status updates, etc.
Privacy Policy and Terms and Conditions: A Privacy Policy and/or Terms and Conditions should be publicly available on your website.
- Privacy Policy must include a disclaimer that no mobile opt-in will be shared with third parties for marketing purposes
- Terms of Service must have an SMS disclosure that includes the brand name, types of messages consumers can expect to receive, message frequency disclosure, “message and data may apply “disclosure, privacy policy links, and opt-out instructions
Sample Messages: Provide a sample message based on your use case (“This is a reminder that you have an appointment tomorrow”, “Your order is ready for pick up”).
By being prepared to provide this information as part of your service installation, you will ensure that the process will be completed as smoothly and quickly as possible.
Get Help
Have questions? Contact a Cady technology advisor to ensure your business is compliant and can reach customers through text messaging.