A2P 10DLC compliance rules and help: How to stay compliant in your SMS marketing campaigns


Text marketing, also known as SMS marketing, has steadily gained popularity as more brands realize they can reach their customers anywhere, anytime. The business text marketing ecosystem is complex and can easily seem overwhelming. Sending a message to the wrong person at the wrong time may not only affect your customer’s experience. Still, it could also put your business at risk of legal action. On the other hand, a welcome text message to the right person can be a powerful and effective way to communicate with your users.

This guide will cover everything you need to know about setting up for text marketing while staying compliant. We’ll explore the benefits of text marketing for small businesses, the best SMS marketing software, how to send a text message on a computer, understanding A2P 10DLC regulations, and choosing the exemplary text marketing service. By the end of this guide, you’ll be equipped with the knowledge to effectively leverage text marketing to boost your business’s communication strategy.

What is SMS Compliance?

SMS compliance refers to rules or laws for businesses that want to send marketing text messages to their customers. SMS compliance laws protect consumers from spam text messages and privacy issues. In general, SMS compliance consists of ensuring you have a customer’s permission to text them and that they understand the messages they’ll receive when they provide you with their personal information.

Ensuring compliance is crucial for maintaining customer trust and avoiding legal issues. Businesses must follow specific regulations and guidelines to ensure their SMS marketing efforts are practical and lawful. This includes obtaining explicit consent from recipients, clearly communicating the nature of the messages they will receive, and providing a straightforward method for opting out.

By adhering to these principles, businesses can create a more positive customer experience and build stronger relationships through respectful and compliant text marketing practices.

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How to make sure your business is SMS compliant

  1. Receive Written Consent: Ensure you have received written consent from the user you are sending marketing messages to. You must get express written consent to ensure customers understand what they want. If your policy needs clarification, you may be fined for sending the wrong types of texts without getting your subscribers’ consent. Forms are typically the easiest way to obtain permission, and most SMS marketing software platforms allow you to create forms you can embed on your website with automation enabled that add the new contact directly to your lists. On the form, have a checkbox that confirms the users’ agreement to receive marketing messages from your business.
  2. Include an Opt-Out Method Consent doesn’t just focus on opt-ins; you must provide an easy method for opting out of SMS communications. This is a legal requirement of any brand using SMS marketing, so ensuring customers can opt-out at any time is crucial. You can include information on how to opt-out on your form and in your text messages. For example, many brands allow specific language for opt-outs, such as STOP, CANCEL, and UNSUBSCRIBE. You can choose which of these you want to use and inform your customers of the right word to use when they no longer wish to receive your text messages. Then, you should include this information in every text you send. For example, you can end every promotional text with “Reply STOP to unsubscribe from marketing communication.”
  3. Include a signature in each text message. Your texts should say who the message is from. For example, adding “- XYZ Company” to the end of each message ensures that your customers know who is contacting them.
  4. Frequency and Timing of Texts Your texts should be sent between 8 a.m. and 9 p.m. Anything before or after that is illegal and could potentially disturb your customers.
  5. Stay Up-to-Date with SMS Regulations. Ensure text message compliance with Skyline Media. Create opt-in forms, terms and conditions, privacy policies, and more with our website and form builders. Then, use our text messaging options to communicate with your customers effectively.

By following these guidelines, you can ensure your business remains compliant with SMS marketing regulations and fosters a positive relationship with your customers. Implementing these practices will keep you within legal boundaries and enhance your credibility and trustworthiness in the eyes of your audience.

What is A2P 10DLC?

A2P 10DLC stands for Application-to-Person messaging using a 10-digit Long Code phone number. In layperson terms, this means using software technology to send text messages using a local phone number. This method is particularly beneficial for businesses because it allows them to send text messages seamlessly on computers and other devices.

As business-to-consumer texting has increased in popularity, there has been an increase in bad actors who abuse the channel. Because of mounting complaints, the three largest mobile carriers in America (Verizon, AT&T, and T-Mobile/Sprint) have decided to implement a verification method to improve the customer experience. This initiative aims to filter out spam and unwanted messages, ensuring that consumers only receive communications from verified and trustworthy sources.

Shortcode and toll-free messaging already require verification, and A2P 10DLC verification is the logical next step to build greater trust between businesses and consumers and provide consumers greater control over their message inboxes. By implementing A2P 10DLC, companies can take advantage of several benefits:

  1. Improved Deliverability: Messages sent via A2P 10DLC are more likely to reach their intended recipients without being blocked or filtered out as spam. This is crucial for the success of any text marketing service.
  2. Enhanced Security: With A2P 10DLC compliance, there is a reduced risk of fraud and unauthorized use. This verification process ensures that only legitimate businesses can send messages, protecting both the sender and the recipient.
  3. Cost-Effective: Using a 10-digit extended code can be more cost-effective than short codes, especially for small businesses. This makes text marketing for small businesses more accessible and affordable.
  4. Local Presence: By using local phone numbers, businesses can create a sense of familiarity and trust with their customers. Consumers are more likely to engage with messages that appear to come from a local source.
  5. Regulatory Compliance: Adhering to A2P 10DLC compliances helps businesses comply with various SMS marketing regulations. This reduces the risk of legal issues and fines associated with non-compliance.

For businesses looking to leverage the power of SMS marketing, understanding and implementing A2P 10DLC is essential. This system enhances the efficiency and reliability of your text message campaigns. It fosters a safer and more trustworthy communication environment for your customers. As you integrate A2P 10DLC into your marketing strategy, you’ll find that it plays a critical role in ensuring the success and compliance of your text marketing efforts.

How Do I Register for A2P 10DLC Compliance?

Registering for A2P 10DLC compliance is straightforward and involves three main steps. By following these steps, businesses can ensure their SMS marketing campaigns are compliant and have the best chance of success.

  1. Find Your Trust Center Business Profile: The first step is to locate your trust center business profile within your text marketing software. This profile is usually found in the settings section where your phone number information is listed. The trust center is a centralized place to manage your business’s identity and compliance information.
  2. Register Your Brand for A2P: Once you have located your trust center, the next step is registering your brand for A2P 10DLC compliance. This registration process typically requires you to submit basic business information, your Employer Identification Number (EIN), and details about how you will be marketing to your audience. Approval should be granted within a day, but in some cases, it can take longer. Ensuring that all the information provided is accurate and up-to-date will help streamline the approval process.
  3. Create Campaigns and Register Phone Numbers: After your brand has been approved for A2P 10DLC compliance, you can create your marketing campaigns and register the phone numbers you will be using. This involves defining the specific campaigns you intend to run, detailing the types of messages you will be sending, and linking these campaigns to your registered phone numbers. Proper registration helps ensure your messages are delivered reliably and comply with all necessary regulations.

By following these steps, businesses can effectively utilize A2P 10DLC for their text marketing efforts, ensuring that their communications are compliant and efficient. This enhances the delivery and security of their messages and builds greater trust with their audience.

A2P 10DLC Compliance Workaround

While A2P 10DLC compliance provides a robust system for ensuring compliance and enhancing the security and deliverability of business text messages, some businesses may look for alternative solutions that offer quicker and less stringent verification processes. One such workaround is using toll-free numbers.

Using Toll-Free Numbers

Toll-free numbers don’t require as long and strict a verification process as A2P 10DLC compliance does. Here’s how you can use toll-free numbers as a workaround:

  1. Purchase a Toll-Free Number To start, you must purchase a toll-free number. These numbers are often seen as more professional and can be used for voice and SMS marketing.
  2. Complete Toll-Free Verification After purchasing a toll-free number, you must complete the verification process. This is typically less stringent and quicker than the A2P 10DLC registration. You can complete this verification in your business trust center, which is usually found in the settings of your text marketing software.
  3. Start SMS Marketing Right Away Once your toll-free number is verified, you can begin your SMS marketing campaigns immediately. Toll-free numbers are not subject to the same detailed verification and regulations as A2P 10DLC, allowing for faster implementation of your marketing strategies.

Using toll-free numbers can be an efficient way to jumpstart your text marketing service, especially if you want to begin marketing efforts quickly and without the wait associated with A2P 10DLC compliance. However, while toll-free numbers provide a valid workaround, businesses should still strive to maintain high compliance standards and customer trust in their SMS marketing practices.

By exploring these alternatives, businesses can choose the best method for their needs while ensuring they remain effective and compliant in their marketing efforts.


In conclusion, text marketing is a potent tool for small businesses, offering direct, efficient, and highly engaging ways to reach customers. By understanding the intricacies of SMS compliance, companies can avoid legal pitfalls and ensure their messages are welcomed by recipients. The advent of A2P 10DLC has further streamlined and secured the text marketing landscape, fostering greater trust and reliability between businesses and their audiences.

For those looking for quicker solutions, utilizing toll-free numbers can serve as an effective workaround. This enables businesses to start their SMS marketing campaigns with less stringent verification requirements. However, regardless of the chosen method, maintaining compliance and transparency with customers is paramount.

Small businesses can maximize text marketing benefits by leveraging the right tools and strategies, such as SMS marketing software and compliant practices. From improving customer engagement and satisfaction to driving sales and brand loyalty, text marketing’s potential is vast and significant.

As you implement these practices, remember to stay informed about the latest regulations and continuously optimize your campaigns for the best results. Whether using A2P 10DLC or toll-free numbers, the key is communicating effectively, respectfully, and compliantly with your audience. Embrace the power of text marketing and watch your small business thrive in the digital age.


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