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.

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.

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 Avoid sending messages to outdated or incorrect numbers, which can result in message failure and potential legal implications.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.

The team at Astroblaster and REIREPLY put together a lengthy list of words and phrases to avoid using. Get it here.

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.