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What is A2P 10 DLC?

September 27, 2023•5 min read

“Nothing ever happens in the world that does not happen first inside human hearts .” - Fulton J. Sheen

What is A2P 10 DLC?

If you run a business, chances are you need to market to customers via phone. And if you don’t, maybe you should start. Reaching out to your customers via short messaging can boost your brand awareness, increase conversions, and improve customer service.

Short Message Marketing can help you connect with your audience on a more personal level and allow them to interact with you in an individual capacity. At times, it is also helpful to have just short conversation especially since we are all so busy.

New Regulations for A2P Messaging with 10DLC

Businesses and organizations that use application-to-person (A2P) messaging platforms like 10DLC to send text notifications and alerts will need to be aware of some new regulations that are being implemented this year. The FCC and other regulatory bodies have introduced stricter guidelines around A2P messaging, specifically when using long codes, in order to cut down on spam and protect consumers.

So what is A2P 10 DLC?

Lets break it down. A2P means Application to Person 10 DLC means 10 Digit Long Code

This means that an entity enables an application (app) to send messages to its target audience automatically with the use of a 10 digit phone number, ex: 000-000-0000

What is A2P Messaging?

A2P messaging refers to automated text messages sent from businesses to consumers. These may include appointment reminders, order confirmations, account notifications, coupons, alerts and more. A2P messaging provides useful information but sometimes can cross over into spam if not managed properly.

Long Codes vs Short Codes

A2P messaging can use either long codes or short codes. Long codes are 10-digit phone numbers that businesses use to send higher volumes of texts. Short codes are 5 or 6 digits and work better for lower volume, marketing and engagement focused messages.

New 10DLC Regulations

The 10DLC framework is an industry-led effort to self-regulate A2P messaging and combat spam. Some new requirements under 10DLC regulations include:

Registering all long codes to verify legitimate traffic
Attestations from messaging providers to follow best practices
Providing opt-out options and honoring opt-out requests
Monitoring traffic for suspicious spikes that could indicate spam

In addition, messages must clearly identify the business sender and include contact information. Messages should have clear value for recipients and not be misleading.

Is Your A2P Messaging Compliant?

If your business relies on A2P messaging for alerts, notifications or promotions, it's important to review these new regulations. Work with your messaging provider to ensure long codes are registered properly and you have appropriate opt-out procedures in place. Following 10DLC guidelines will help ensure deliverability of your valuable A2P messaging while limiting spam and abuse. Consider moving mission critical communications to short codes if you want to avoid potential issues from increased long code oversight.

Compliance is very important for your business. Here is a short checklist that may help to identify if you are being compliant or not.

Read about the A2P 10 DLC and be familiar with its new requirements.
Be familiar with the limitations of long codes and short codes.
If you are using long codes, be sure to register them accordingly.
Does your message include an opt-out?
Does the opt-out actually work (not just for show)?
Test and retest this opt-out/unsubscribe automation.
Check with you messaging provider if they are A2p 10 DLC compliant.
Use data to review your compliance!
Consult with an expert if needed
Review your business processes routinely to ensure compliance.

What is TCPA?

TCPA is Telephone Consumer Protection Act compliance requirements when contacting customers via phone, text message, or fax:

Obtain express prior consent before using an auto-dialer, robocalls, or pre-recorded messages to call or text a mobile phone. The consent must specifically cover auto-dialed or pre-recorded calls/texts.
For telemarketing calls, maintain company-specific do-not-call lists and scrub numbers against the national do-not-call registry. Do not call anyone on these lists.
Allow easy opt-out mechanisms for recipients to revoke consent - by texting STOP for example. Honor all opt-out requests promptly.
Text messages must identify the business sending the text and include contact information.
Calls and texts are only permitted between 8am - 9pm local time for the recipient.
Fax ads can only be sent with prior express permission or to established business relationships. Send opt-out notice on all fax pages.
Caller ID cannot be falsified or spoofed. Recipients must be able to see who is contacting them.
Telemarketers must display their number when calling consumers.
Record and document all consent received for auto-dialed, prerecorded, and telemarketing calls.
Monitor any patterns of complaints related to TCPA violations.

Adhering to these TCPA guidelines, securing proper consent, and respecting opt-out requests are key to avoiding major TCPA violations and lawsuits. Regular audits help ensure ongoing TCPA compliance.

The key facts and details provided about the TCPA, the A2P 10DLC, the 10-digit long codes, short codes, the differences in their uses, and the compliance requirements are common knowledge in the fields of telecommunications, mobile marketing, and SMS messaging.

References

Here are the references I used and that you may also refer to at your convenience.