In today’s business landscape, clear communication with customers via SMS is essential. However, with increasing concerns about spam and robocalls, the Federal Communications Commission (FCC) has introduced measures to ensure text messaging remains secure and legitimate. One such measure is the new 10DLC policy. Here’s what you need to know about the policy and how your business can stay compliant.
10DLC stands for 10-Digit Long Code, a type of phone number commonly used for SMS and MMS messaging. It’s a standard format, familiar as the typical 10-digit phone numbers we use daily. Originally designed for person-to-person communication, 10DLC is now enhanced to support application-to-person (A2P) messaging. This upgrade ensures businesses can send higher volumes of texts while maintaining quality and reliability.
The FCC’s 10DLC policy regulates how businesses use these numbers to protect consumers from spam and to maintain the integrity of carrier networks.
With the rise of SMS marketing, consumers often receive an overwhelming number of messages, some of which can be unsolicited or fraudulent. The FCC’s 10DLC policy aims to:
To comply with the 10DLC policy, businesses need to take the following steps:
Register Your Business: Businesses that want to use 10DLC numbers for A2P messaging must register their brand and campaigns with a designated third-party organization approved by carriers (e.g., The Campaign Registry). Registration provides legitimacy and verifies your business’s identity.
Campaign Approval: Businesses must submit detailed information about their messaging campaigns, including the nature of the messages (e.g., promotional, transactional, customer support). Carriers use this information to categorize and prioritize messages, ensuring they align with their regulations.
Compliance with Message Content Rules: Certain content types are prohibited or restricted under the 10DLC policy. Ensure your messages avoid content such as:
Fraudulent or misleading information.
Illegal or unethical promotions.
Unsolicited marketing to non-opt-in recipients.
Consent and Opt-Out Mechanisms: It is crucial to have customer consent before sending SMS messages. Businesses should clearly communicate opt-in procedures and offer easy opt-out methods in every campaign (e.g., replying “STOP” to end messages).
Compliance isn’t just about avoiding penalties—it comes with significant advantages:
Improved Delivery Rates: Registered campaigns are less likely to be flagged as spam, improving the chances that your messages will reach their intended recipients.
Increased Trust: Customers are more likely to engage with messages from verified senders.
Enhanced Analytics: By registering, businesses gain better insights into their messaging campaigns, allowing for more informed decision-making.
Assess Your SMS Strategy: Review your current messaging practices to ensure they align with the new rules.
Work with your Metropark Support Rep: We will be your trusted communication provider that can assist with the registration and compliance process. We know this is a pain, but hopefully, we’ll only need to do this once.
Register Your Campaigns: Metropark will help you complete the required registration with The Campaign Registry or the equivalent carrier-approved body.
Update Your Policies: Make sure your team is aware of opt-in, opt-out, and consent protocols. Regularly train employees to comply with the new messaging standards. Again, Metropark can assist you.
Adapting to the FCC’s 10DLC policy may require some initial effort, but it is essential for maintaining a robust and compliant communication strategy. By adhering to these rules, your business can benefit from higher delivery rates, maintain customer trust, and avoid potential fines or message filtering.
Staying proactive with compliance will not only protect your business but also support a healthier messaging ecosystem that prioritizes genuine, customer-friendly interactions.
Keeping your communication strategies aligned with regulatory requirements ensures your business’s messages are effective, trusted, and well-received!!