A2P 10DLC SMS Best Practices

• Ensure that at least your first SMS message contains clear OPT-OUT instructions
• Insurance, financial services, recruiting, and other use cases (listed below) have a bad reputation and get the most negative attention from the telcos. If your use cases fall into these categories it is vital that you can demonstrate within your messages attempts to comply. The OPT-OUT instructions are the most important indicator.

The following information and best practices should help prevent message blocking.

But please note, this may require you to make (possibly significant) changes to your standard messages or adopt approaches that you find are potentially less effective at engaging your target audience.

Before we move on it is important to note that SMS numbers may still be blocked even if registered to a campaign.

The messaging ecosystem should operate consistent with relevant laws and regulations, such as the TCPA and associated FCC regulations regarding consumer consent for communications. Regardless of whether these rules apply and to maintain consumer confidence in messaging services, non-consumer (A2P) message senders should:

• Obtain a consumer’s consent to receive messages generally;
• Obtain a consumer’s express written consent to specifically receive marketing messages; and
• Ensure consumers have the ability to revoke consent.

Consent may vary upon the type of message content exchanged with a consumer. The following table provides examples of the types of messaging content and the associated consent that should be expected. The examples below do not constitute or convey legal advice and should not be used as a substitute for obtaining legal advice from qualified counsel. Reference to “business” below is used as an example of a non-consumer (A2P) message sender.

A “call-to-action” is an invitation to a consumer to opt-in to a messaging campaign. The call-to-action for a single-message program can be simple. The primary purpose of disclosures is to ensure that a consumer consents to receive a message and understands the nature of the program.

Message senders should display a clear and conspicuous call-to-action with appropriate disclosures to consumers about the type and purpose of the messaging consumers will receive.

A call-to-action should ensure consumers are aware of:

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1. The program or product description;
2. The phone number(s) or short code(s) from which messaging will originate;
3. The specific identity of the organization or individual being represented in the initial message;
4. Clear and conspicuous language about opt-in and any associated fees or charges; and
5. Other applicable terms and conditions (e.g., how to opt-out, customer care contact information, and any applicable privacy policy).

Calls-to-action and subsequent messaging should not contain any deceptive language, and opt-in details should not be obscured in terms and conditions (especially terms related to other services).

Message senders should support opt-in mechanisms, and messages should be sent only after the consumer has opted-in to receive them. Opt-in procedures reduce the likelihood that a consumer will receive an unwanted message. It can also help prevent messages from being sent to a phone number which does not belong to the consumer who provided the phone number (e.g., a consumer purposefully or mistakenly provides an incorrect phone number to the message sender).

Depending upon the circumstances, a consumer might demonstrate opt-in consent to receive messaging traffic through several mechanisms, including but not limited to:

• Entering a phone number through a website
• Clicking a button on a mobile webpage
• Sending a message from the consumer’s mobile device that contains an advertising keyword
• Initiating the text message exchange in which the message sender replies to the consumer only with responsive information
• Signing up at a point-of-sale (POS) or other message sender on-site location
• Opting-in over the phone using interactive voice response (IVR) technology

Message senders should also document opt-in consent by retaining the following data where applicable:

• Timestamp of consent acquisition
• Consent acquisition medium (e.g., cell-submit form, physical sign-up form, SMS keyword, etc.)
• Capture of experience (e.g., language and action) used to secure consent
• Specific campaign for which the opt-in was provided
• IP address used to grant consent
• Consumer phone number for which consent to receive messaging was granted
• Identity of the individual who consented (name of the individual or other identifier (e.g., online username, session ID, etc.))

Opt-out mechanisms facilitate consumer choice to terminate messaging communications, regardless of whether consumers have consented to receive the message. Message senders should acknowledge and respect consumers’ opt-out requests consistent with the following guidelines:

• Message senders should ensure consumers have the ability to opt-out of receiving messages at any time.
• Message senders should support multiple mechanisms of opt-out, including phone call, email, or text.
• Message senders should acknowledge and honor all consumer opt-out requests by sending one final opt-out confirmation message per campaign to notify the consumer that they have opted out successfully. No further messages should be sent following the confirmation message.
• Message senders should state in the message how and what words effect an opt-out. Standardized “STOP” wording should be used for opt-out instructions; however, opt-out requests with normal language should also be read and acted upon by a message sender except where a specific word can result in unintentional opt-out. The validity of a consumer opt-out should not be impacted by any de minimis variances in the consumer opt-out response, such as capitalization, punctuation, or any letter-case sensitivities.

Message senders who receive high volumes of opt-outs could be flagged and indicative of poor sending practices.

In the case that the daily opt-out rate is 5% or higher, the toll-free carrier or other carriers may monitor the campaign. The carrier may reach out for campaign and opt-in details and/or suspend services of high opt-out rate flagged campaigns at its discretion, not to be unreasonably exercised.

“Daily opt-out rate” is the total number of subscribers who received a campaign’s SMS divided by the number of opted-out subscribers who received a campaign’s SMS in a 24-hour period.

Message senders should ensure links to websites embedded within a message do not conceal or obscure the message sender’s identity and are not intended to cause harm or deceive consumers.

Where a web address (i.e. Uniform Resource Locator (URL)) shortener is used, message senders should use a shortener with a web address and IP address(es) dedicated to the exclusive use of the message sender. Web addresses contained in messages as well as any websites to which they redirect should unambiguously identify the website owner (i.e., a person or legally registered business entity) and include contact information, such as a postal mailing address.

Messages should not contain phone numbers that are assigned to or forwarded to unpublished phone numbers unless the owner (i.e., a person or legally registered business entity) of such phone numbers is unambiguously indicated in the text message.