SMS Campaign Registry FAQ
Learn some tips to help ensure your SMS campaign registration is successful and efficient.
Written by Val Campos
Updated at November 6th, 2024
Table of Contents
What is an SMS Brand and Campaign?
To be able to use SMS messaging to contact customers, an SMS Brand will need to be created for your company/organization. To register an SMS Brand, you will need to provide your company's information, a link to your website that has a Privacy Policy web page, and the type of business that your company identifies as.
Once an SMS Brand has been created and approved for your company, SMS Campaigns can be created for the different types of text messages that would be sent to your customers. An SMS campaign would need to be registered for each special use case for SMS messaging. For example, if a company needs to send text messages for appointment reminders and another set of text messages for promotional content, the company would need to register two SMS campaigns.
To ensure your SMS campaigns are approved, you will need to provide a description of what the SMS campaign will be used for, sample messages of the texts that your SMS subscribers will see, a description of the content of text messages sent through this SMS campaign, and the phone numbers that will be sending SMS messages from this SMS campaign.
Why Do I Need to Register an SMS Brand?
Like other types of marketing, such as email, SMS has become a heavily regulated channel of communication. In the U.S., businesses that communicate with customers over text must stay compliant with state and federal laws, as well as the guidelines of the Cellular Telecommunications Industry Association (CTIA).
Note: For more information regarding this change, feel free to visit this link:
https://api.ctia.org/wp-content/uploads/2019/07/190719-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf
In 2018, SMS communications were reclassified as an informational service, which gave US mobile carriers the ability to regulate the rules of how SMS messages may be sent and what type of content may be sent. This change also allows carriers to implement new fees for various types of SMS. Then in 2021, US mobile carriers (including Verizon, AT&T, and T-mobile) reclassified all business SMS as 10DLC A2P (Application to Person), a new type of SMS with further regulation, registration requirements, and fees.
These changes apply to all businesses using SMS services; not just the SMS service provided by SpectrumVoIP. To make things as seamless as possible, we have taken great care to register numbers and meet these stipulations to prevent your business from being interrupted and ensure your SMS communications remain compliant with these new regulations.
What is the Cost of SMS Services?
You may have noticed some recent adjustments to your business SMS and MMS pricing. This is due to the federal reclassification of SMS services for carriers. Along with deeper compliance regulations, this change has introduced new costs and surcharges, new content and messaging requirements, and new enforcement mechanisms, including service blockages and fines.
SpectrumVoIP is always committed to bringing transparent, simple, and affordable rates to our customers, and the new SMS / MMS adjustments are no exception.
- One-time, initial Campaign Registration Fee – $25.00
- Monthly Campaign Fee – $10.00
- Inbound and Outbound SMS / MMS messages – $0.01075 each
INBOUND AND OUTBOUND SMS / MMS MESSAGE CHARGES BY CARRIER:
How Can I Prepare to Register for SMS Services?
To be able to use SMS messaging through our services, an SMS brand and campaigns will need to be created, vetted, and verified. To prepare for registering these, certain pieces of information will be needed.
Information Needed for an SMS Brand
To register an SMS brand to be able to utilize our SMS services, our team will need the following information about your company:
- Company's legal name.
- DBA or Brand Name (if different from the company's legal name).
- The company's tax number/EIN and issuing country.
WARNING: Make sure your provided Tax ID matches your company's Legal Name.
Per 10DLC regulations…
SpectrumVoIP cannot provide SMS / MMS functionality to businesses with the legal entity type of Sole Proprietorship without EINs.All businesses must provide an EIN to SpectrumVoIP at setup.
- Alternate business ID type (e.g., DUNS, GIIN, or LEI) and alternate business ID number, if applicable.
- Company's street address, city, state, postal code, and country.
-
Website web address if one will be used by users to opt-in for SMS messages.
WARNING: Make sure that the website offers a way for users to opt-in to receive SMS messages.
If your website does not have this feature and its address is provided, your SMS campaign may fail verification.
- Vertical type (e.g., Media, Insurance, Entertainment, Education, etc.)
- Company's support email address and phone number.
Information Needed for an SMS Campaign
To register an SMS campaign to your brand, our team will need the following information:
- A description of the campaign and its purpose.
- A description of the preferred method for contacting your clients and a message that they can expect to receive.
Quick Tip: The most commonly used option is “A customer provides their personal info, including telephone number for texting when they call our office at PHONE_NUMBER.”
- Whether or not the SMS campaign will utilize Number Pooling.
- If any of the following content will be utilized:
- Direct lending or loan arrangements.
- Embedded links.
- Embedded phone numbers.
- Age-gated content.
- Phone numbers that should be used for SMS messaging in the SMS campaign.
How Can I Ensure My SMS Registration is Approved?
While you are registering an SMS campaign, your campaign may end up rejected due to missing information. One of the most common reasons an SMS campaign may be rejected is missing proper SMS Opt-in/Opt-Out language that is required by the FCC. Some campaigns can also end up rejected due to an improperly written Privacy Policy web page.
Prepare Your Website's Privacy Policy Page
When you are registering an SMS campaign with SpectrumVoIP, the SMS campaign registry form will ask for a description of your SMS campaign, sample messages, and a link to your website. While your website is being vetted, the Privacy Policy shown on your website will be checked to ensure it includes important information that informs your customers how they can opt-in and opt-out of SMS messages. The Privacy Policy page of the website will also need to include information that informs consumers how your business protects the information provided to you when an end-user opts in for SMS messages.
WARNING: Your SMS Campaign WILL be rejected for missing proper SMS Opt-in/Opt-Out language that is required by the FCC in the PRIVACY POLICY section of your website. The SMS campaign will continue to be rejected until the Privacy Policy includes the required information and notices regarding the use of SMS messages by your business and end-users.
Use the menu below to ensure your website's Privacy Policy meets SMS registration requirements to ensure your SMS campaigns are approved.
Description of Opt-In Process
Make sure that your website's Privacy Policy includes a detailed description of the opt-in process for end-users and a section detailing how your company protects its users' data.
• The description should describe what messages the customer is agreeing to receive and how they are consenting.
• It is recommended to keep a detailed list of customers who have opted in for text messages from your company.
Reference the examples below to see how an Opt-In message and Use of Customer Data notice could be written:
Use of Customer Data
“[Name of your organization/company] maintains strict privacy policies, ensuring that personal information of our users and members is not sold, rented, released, or traded to others without prior consent or a legal obligation.”
Opt-In
“By providing your phone number, you agree to receive SMS (text) messages from [Name of your organization/company]. Message and data rates may apply. Message frequency varies. Reply with STOP to unsubscribe at any time. [Provide a link to your Privacy Policy web page]”
Campaign Description
Provide a clear, accurate description of your business and the SMS campaign in the SMS campaign registration form.
Include the following information:
• Type of business.
• What kind of messages you plan on sending for this campaign.
• The context of your messages.
• Who your subscribers are.
Sample Messages
Provide sample messages that match the description of the campaign with clear, descriptive opt-out language.
• There should be a sample message that would be used for each use case.
• All sample messages must be at least 20 characters long with opt-out language included.
• Include your business name in at least the first message you send. This can help subscribers identify who is messaging them to help mitigate spam complaints.
Reference the examples below to view commonly used STOP and HELP messages.
STOP
“Reply with “STOP” to unsubscribe from text messages from [Name of organization/company].”
Response to STOP
“We have received your request to stop. You will stop receiving messages from [Name of organization/company]. You may reply with “START” or “UNSTOP” at any time to start receiving messages from us again.”
HELP
"For help, visit our support website at support.example.com or email support@example.com. To opt-out, reply STOP.”
Use Proper Opt-In Language
An opt-in is a message that asks a customer can agree to if they want to be messaged by your business. The opt-in message must be clear about what the customer can expect from your SMS messages. What type of message do you intend to send them, and for what purpose?
Use the menu below to learn more about how you can ensure your Opt-In messages are properly written and handled:
No Double Dipping
You cannot repurpose an opt-in message for one kind of communication to use for other kinds of communications.
For Example… A user who gives you consent to receive a one-time password (OTP) via text message is not consenting to marketing texts. The customer would need to agree to a separate opt-in message to receive marketing texts as well.
Double Opt-Ins Are OK
Many companies use double opt-ins to verify that the user fully consents to the SMS messages being sent. This is commonly done by sending a customer a welcome (or initial message) after they first opt-in reminding them that they signed up, and asking them to respond and positively confirm their consent with a keyword (e.g., “Y”, “Yes”, “OK”, “Begin”, etc.)
✔ Double opt-ins are not an industry requirement, but it is best practice to include these confirmation messages.
Required Information for Opt-In Messages
Use the table below to reference the information that is required in your company's initial opt-in messages:
| Requirement | Description | Example |
|---|---|---|
| Company Name | Ensure that your SMS or website's opt-in language includes your company's name. | “By clicking the Subscribe button, you agree to receive text messages from ABC Company at this mobile number.” |
| SMS Disclaimers | Include a disclaimer that message and data rates may apply on your opt-in form or in your first text to a customer. | “Message and data rates may apply.” |
| Message Frequency | Note how many messages the subscriber will receive or state that the message frequency will vary. | “Message frequency varies." or “You will receive up to four messages regarding your order from our store.” |
| Use Case | Describe the purpose of your SMS messages. Are your SMS subscribers receiving reminders, promotions, alerts, company updates, etc.? | "By subscribing, you agree to receive delivery update messages from ABC Company.” |
| Opt-Out Instructions | Explain how subscribers can opt-out or unsubscribe from SMS messages. Ensure that the opt-out process is easy and accessible for users. | “Text STOP or UNSUBSCRIBE to unsubscribe from text updates at any time. Once we receive your message, you will no longer receive text messages from us." |
| Terms and Privacy Policy Information |
Include a link to your company’s terms of service and privacy policy to ensure complete transparency with your SMS message subscribers. Ensure that your privacy policy mentions that personal information will not be sold. |
“By subscribing for text updates, you agree to our Privacy Policy and Terms of Service.” “ABC Company maintains strict privacy policies, ensuring that personal information of our users and members is not sold, rented, released, or traded to others without prior consent or a legal obligation." |
| Customer Help Information | Include your customer support team's information to your opt-in language to make it easy for your subscriber to find help and support. | “Text HELP to speak with ABC Company's support team.” |
Use Proper Opt-Out Language
In the event that a customer consents to receive your messages via an opt-in method, they retain the right to revoke their consent. The Federal Communications Commission (FCC) states that customers must be able to opt-out through “any reasonable means”. Opt-out method can be a phone call, a text message, a web form, etc. It is your responsibility to make the opt-out process straightforward and accessible for customers.
DANGER: The opt-out method used must be accessible and easy to follow for users. It is crucial to provide clarity (ideally in every message) regarding how a customer can opt-out. Their opt-out request must be acknowledged promptly upon receiving it.
Failure to follow these regulations can lead to negative consequences, such as cancellation of your SMS services, lawsuits from any affected customers, and fines.
The most common opt-out method is to let consumers respond to the SMS with the text “STOP” or “UNSUBSCRIBE”. There are other ways to handle opt-outs as well.
How Can I Meet SMS Compliance Standards?
While using SMS messages to contact your customers, your business should observe and follow the following standards:
- Obtain proper consent before sending messages to a user.
- Text appropriate content at the right times from a business number registered to an SMS campaign.
- Allow subscribers to receive support and opt out of text messages from your business.
- Honor any opt-out requests.
DANGER: Failure to comply with these new regulations can result in increased costs, SMS messages being blocked, or significant fines.
Understand Proper Consumer Consent
In order for your business to be able to send your customers SMS messages, your users will need to give their consent. Consent cannot be obtained through buying, selling, or exchanging it. Customers must give proper, written consent for messages through a form, such as an online prompt on your website. Improperly obtaining consent (e.g., purchasing a phone list from another party to obtain the consent of message recipients) can open you up to lawsuits and fines.
When customers give their consent and opt-in for SMS messages, they must have a way to withdraw their consent and opt-out of SMS messages. The opt-out process must be easy and accessible for your users. Not giving your users a way to opt-out will result in your SMS campaign being denied.
If you use SpectrumVoIP's messaging platform for your application or service as a software or platform provider, you must ensure that your customers comply with these same requirements when dealing with their own users and customers.
Types of Messages and Required Consent
The CTIA Messaging Guidelines say that all A2P (Application-to-Person) messaging requires customer consent. The type and extent of consent needed for each is based on the messaging type and frequency.
WARNING: All A2P messaging campaigns must support established opt-out keywords. If a customer wants to revoke their consent, your campaign must let them.
| Consumer-initiated conversational | Informational | Promotional |
|---|---|---|
| Conversational messaging is a backand-forth conversation via text. If the consumer initiates the conversation and the business simply responds, then it is likely conversational and no additional permission is expected. | Informational messaging is when a consumer gives their phone number to a business and provides their consent to be contacted in the future for a non-promotional purpose. Appointment reminders, welcome texts, and other non-promotional alerts fall into this category. | Promotional messaging contains a sales or marketing promotion. Adding a call to action (e.g., a coupon code to an informational text) may place the message in the promotional category. Businesses require the consumer’s written consent to send promotional messages. |
|
• First message is always sent by the consumer • Two-way conversation • Message responds to a specific request |
• First message is sent by the consumer or business • One-way or two-way conversation • Message contains information |
• First message is sent by the business One-way conversation • Message promotes a brand, product, or service • Prompts customer to buy something, go somewhere, or otherwise take action |
|
Implied consent If the consumer initiates the text message exchange and the business only responds to each consumer with relevant information, then no verbal or written permission is expected. |
Implied consent If the consumer initiates the text message exchange and the business only responds to each consumer with relevant information, then no verbal or written permission is expected. |
Implied consent If the consumer initiates the text message exchange and the business only responds to each consumer with relevant information, then no verbal or written permission is expected |
Keep Record of Opt-Ins
Under TCPA rules, there are also certain types of opt-ins – including for automated SMS marketing messages – which must be documented in writing. If you plan on sending promotional messages to customers, make sure you’re properly logging all opt-ins.
What are you expected to keep track of in your records? Here’s a quick guide to what you should take note of when documenting opt-in requests:
- 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 (if applicable)
- 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.)
- Documenting all opt-ins for at least six years is required by some mobile network operators. It provides proof that you have received consent to send to that destination number
✔ Please refer to the CTIA Messaging Principles and Best Practices for a comprehensive run-down of how to best manage opt-in messaging.
What if I Need to Use a Different SMS Provider's Services?
For some businesses, it may be necessary to have a phone number they own hosted by a separate SMS provider. If you have a SMS provider that you would prefer to work with for hosting your SMS services, let our technical support team know. A technical support specialist can explore your options and help give you guidance for making this transition.