New A2P 10DLC Rules are a Disruptor for Business Texting

Changes are about to transform a major segment of the communications industry – texting. Mobile carriers are implementing new rules and fees for business texting to cut down on unsolicited text messages and spam. The intent of these “A2P 10DLC” changes is to regulate the business use of texting better. The downside of this industry initiative is all businesses will be required to register their service and pay increased fees to the mobile carriers to deliver their text messages. Failure to register may result in text traffic being blocked and/or significant monetary fines.

10DLC, or 10-digit long code, is an A2P (Application to Person) messaging solution designed to expedite legitimate businesses text communication. Mobile carriers say that 10DLC will improve group and individual message deliverability and eliminate scores of unsolicited texts. However, opponents, including some major political groups, fear these changes will inhibit their ability to send mass messages quickly to potential voters.  

Without A2P, companies would need to rely on more time-consuming and expensive options. For example, organizations could send mass text messages through shortcode, but that is a demanding and extensive process that requires a plan and various approvals, each adding to lead times and costs. By codifying the A2P texting process, a business can communicate faster, easier, and at far less cost.

Texting is a Valuable Option for SMBs 

Over the past few years, there has been a major shift in the ways customers communicate with organizations, including medical practices, schools, and businesses. Snail mail is dying while voice and text messaging provide near-instantaneous results for schedulers, meeting confirmations, and emergency notifications. 

For example, schools notify students and parents of important events, updates, and schedule changes. Many medical and dental practices ask permission to send out appointment reminders. Blood banks use 10DLC solutions to notify donors of shortages and encourage donations. Of course, cloud, software, and IT services firms frequently use these texting services as part of their two-factor authentication process. These important communication channels are at risk if businesses do not register in a timely fashion.   

Customers want to be connected quickly today to reach out and receive real-time responses, whether messaging friends and families or the local car dealership. However, they do want some control over incoming texts, including the ability to block spammers. Mobile carriers claim that 10DLC will provide those benefits.  

New Process and Potential Fees Should Concern MSPs 

MSPs and their clients may benefit from these changes. The new registration process and increased fees should help weed out the most egregious text spammers and instill greater end-user confidence in these programs. Like incoming phone calls, the increasing number of fraudulent messages compromises the value and convenience of receiving texts. Clearing out the scammers should encourage more users to opt-in to legitimate programs. Increasing the validity of incoming texts should create a corresponding rise in consumer confidence.

However, this comes with a ‘compliance’ price for MSPs and their customers. First, MSPs must get their customers registered with THE CAMPAIGN REGISTRY. (https://www.campaignregistry.com) and should look to their UCaaS or VoIP provider partner to assist with that process for their customers. Even SMB and sole proprietorships must register to prevent text communication from being blocked or labeled as SPAM or face fines from the mobile carriers. Second, MSPs should get ‘educated’ on the issue so they can confidently and accurately explain it to their service customers. And finally, MSPs must set expectations with their customers, letting them know about increased regulatory and usage fees related to this industry-wide effort. 

The impending changes in the 10DLC registration processes and potential fees for this service may cause MSPs and their clients a few (hopefully) short-term headaches. These carrier-lead initiatives could disrupt or negatively affect these services while everyone works through the kinks. Informed MSPs can better support their clients through these transitions. 

Lead the Way to Compliance

ConnectMeVoice is taking a proactive approach to A2P 10DLC compliance to assist our partners in getting their customers registered properly. First, the company must apply for and receive approval as an official registrant at The Campaign Registry. That step allows CMV to register on behalf of our partners and their customers. 

Next, CMV created a registration gateway that makes it easy for our partners and their customers to provide the necessary information to register. Go to this site to learn more details about the process: https://www.connectmevoice.com/10dlc-instructions/

Third, CMV will track, update and inform our partners as to the status of their customers. Our team understands the confusion caused by all the recent changes driven by legislators, agencies and the major carriers and is poised to help providers support their clients through these transitions.            

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