Best Practices for A2P SMS Marketing

A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via standard 10-digit long code (10DLC) phone numbers. Carriers in the US consider all Twilio traffic to be A2P. Carriers’ A2P 10DLC offerings provide better delivery quality and lower filtering risk than long code SMS of the past, using the same phone numbers.

As of January 26, 2023, phone numbers registered through applications like Pebble are required to complete A2P 10DLC verification before they can send outbound texts. Completing this process increases the deliverability of your outbound texts and reduces the risk of carriers filtering them.

How Does A2P 10DLC Work?

There are two important requirements under the new A2P 10DLC system:

1. Businesses must identify who they are to the carrier networks (Brand registration).
2. Businesses must register what type of messages they are sending, i.e. notifications (Campaign registration). 

A2P (Application-to-Person) SMS messaging has emerged as a powerful tool for businesses to engage with their customers. However, to maximize the effectiveness of A2P SMS campaigns and avoid message failure, it's essential to follow best practices and adhere to industry regulations.

How to Complete Your A2P Registration

To register your number, fill out the A2P registration form here: www.pebblerei.com/a2p

Once you've submitted the form, let us know so we can track it on our end.

Fees: The National Registry requires a one-time $4 brand registration fee and a $15 manual vetting fee ($19 total). This is charged to the card on file and will be reflected on your Pebble billing.

Timeline: Because your registration is reviewed by the National Registry and the carriers, approval can take a few weeks. We'll let you know once your number is cleared to send.

Using Your Number Before Approval

A2P verification only affects your ability to send texts. While your registration is pending, you can still:

• Make and receive calls
• Receive incoming texts

You just won't be able to send outbound texts from that number until verification is complete.

This is because US carriers filter and block outbound A2P text traffic from numbers that aren't yet registered, so any texts you try to send before approval may be blocked or fail to deliver rather than reaching your recipient.

Once your number is approved, texting turns on automatically, there's nothing extra you need to do on your end. We'll let you know as soon as it's cleared.

If you ported your number to Pebble

A2P 10DLC approval is tied to the provider where it was set up, so it does not carry over when you move carriers or platforms. If you ported a number into Pebble, you'll need to complete A2P registration again here, even if that same number was already approved with your previous provider.

Porting and A2P are two separate processes: porting brings your number over, and A2P is what lets you send texts from it. Until you complete A2P registration in Pebble, you'll be able to make and receive calls and receive incoming texts, but you won't be able to send outbound texts.

Key Strategies and Best Practices

Obtain Proper Consent:

• Ensure that recipients have explicitly opted in to receive SMS messages from your business. Obtain consent through clear and transparent methods, such as opt-in forms or explicit permission requests during customer interactions.

You can check this article: A2P Messaging Consent

Maintain Data Accuracy:

• Regularly update and maintain your contact databases to ensure accurate recipient information. Avoid sending messages to outdated or incorrect numbers, which can result in message failure and potential legal implications.

Optimize Message Content:

• Craft concise, relevant, and engaging SMS content that provides value to recipients. Avoid using excessive abbreviations, emojis, or unclear language that may confuse or frustrate recipients.

Timing and Frequency:

• Respect recipients' time and privacy by sending messages at appropriate times and limiting the frequency of communications. Avoid sending messages during late hours or excessively bombarding recipients with messages, which can lead to opt-outs and message failure.

Test and Monitor Deliverability:

• Regularly test your A2P SMS campaigns to ensure message deliverability and identify potential issues. Monitor delivery rates, response rates, and customer feedback to optimize campaign performance.

Compliance with Regulations:

• Familiarize yourself with applicable regulations, such as the Telephone Consumer Protection Act (TCPA) in the United States. Ensure compliance with regulations governing SMS marketing, including consent requirements, message content, and opt-out procedures.

Implement Opt-Out Mechanisms:

• Include clear and easy-to-use opt-out mechanisms in your SMS messages, such as reply keywords or unsubscribe links. Honor opt-out requests promptly to maintain compliance and respect recipients' preferences.

Provide Value and Personalization:

• Tailor your A2P SMS messages to meet the specific needs and interests of recipients. Provide valuable offers, promotions, or personalized recommendations based on recipient preferences and past interactions with your business.

Continuously Improve and Iterate:

• Analyze campaign performance metrics, gather feedback from recipients, and implement learnings to continuously improve your A2P SMS marketing strategies. Experiment with different approaches, message formats, and targeting strategies to optimize results over time.

If you're adding brand new numbers and experiencing any issues, feel free to reach out to us at hello@pebblerei.com. We're here to help!