With a nearly 100% open rate, text messaging has proven itself the form of communication most welcomed by consumers.
But many brands aren’t maximizing the opportunities this direct line to consumers (or employees) offers. Why? Often it’s because mobile messaging is viewed as a heavily regulated space. Rules and regulations can seem complex, variable (by region and by carrier), and need to be carefully navigated.
This is of course one of the very reasons the channel has become so favored by consumers and businesses alike over the past few years. Strict rules keep mobile messaging a relatively spam-free, fast, frictionless, and reliable line of communication to audiences.
Navigating the rules
So how can you ensure that campaigns are swiftly approved by carriers and continue to adhere to operator rules?
First, the bad news: there are no shortcuts. A little less haste at the beginning will always mean more speed later on. But the good news is, whether you’re using short codes, 10-digit long codes, or text-enabled toll-free, achieving (and maintaining) the approval of all the major US operators doesn’t need to be as difficult as you might expect.
In the most simple terms, carrier and industry rules exist to ensure that people only receive the SMS and MMS communications they want to get from businesses.
As a brand, this starts with knowing whether your proposed program has an acceptable use case.
Carriers are now further protecting the messaging ecosystem with the long-awaited sanctioned numbers for A2P (Application-to-Person) 10-digit long codes (10DLC).
All the major carriers – Verizon, AT&T and T-Mobile (including Sprint) – are live with the number that’s been specially designed for automated business messaging.
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