Text messaging, like all digital media and communication, is an ever-evolving field. Best practices may change over time, but so can rules and regulations. That is what has happened in the United States in the last few years. New mobile carrier rules went into effect in 2022 for any application to person (A2P) texts sent within the country.
sCarriers initiated these rules in an effort to reduce spammers, scammers and what is called “smishers” (SMS phishing). These are all problematic for consumers, but also cost companies millions of dollars each year. The rules affect those using a 10-digit long codes (called 10DLC) for business texting, which is the majority of businesses. While the 10DLC regulations were introduced in 2022, they were not widely enforced until 2023. Now, in 2024, they are mandatory and well enforced.
Noncompliance with these regulations results in messages not being delivered to their intended recipient. Some businesses might not even realize their messages are being blocked because some SMS software does not send automatic alerts about blockages. Hopefully businesses working with contractors, and those in any industry, are familiar with these rules by now. But, as a reminder, companies must now register their brand (providing company information) and messaging campaigns (use-case and message samples), adhere to content guidelines and maintain a high-level of transparency in their texting campaigns.
Despite knowing these high-level guidelines, as an SMS provider, we have continued to see many companies have their important messages blocked. Based on that information, I want to share the top three reasons companies are having messages blocked as well as specific advice for remedying the situation to get texting campaigns back on track.
1. Not using full or branded URLs: One of the most pressing issues is the use of shortened URLs in text messages. The advent of URL shorteners, which were once seen as a useful way for digital marketers to save space and track engagement, has now become a double-edged sword. The problem lies in how these shortened links are perceived by carriers and spam filters. Shortened URLs, unless they are branded to still include the base of a company’s URL, are often flagged as potential threats or spam. This flagging can lead to the blocking of entire messages, disrupting communication between businesses and intended recipients. To ensure compliance, make sure the brand name still appears in the URL. Shortening links internally may work. For example, a fictional company called Best Plumbers may shorten the URL www.bestplumbers.com/newcustomersignup/2024 to bestplumbers.com/new24 without being blocked while still saving on character count. There are also companies that provide link shortening services which keep branded links that are easily recognized and traced back to the company; the small fee is often worth it.
2. Altering the content of texts after submitting them for approval: Another critical error that businesses often make is altering the content of their text messages after submitting them for approval (but before the scheduled text send). The process of getting SMS campaigns approved is designed to ensure compliance with regulatory guidelines and carrier policies. However, some organizations, in an effort to make last-minute tweaks or updates, modify the message content after approval has already been obtained. This practice can inadvertently lead to compliance issues. When text message content changes, it may no longer adhere to the original approval parameters, causing the message to be flagged or blocked by carriers. To counteract this, make sure what you want to say within each text campaign is well thought-out and finalized before being submitted for approvals. If something changes internally, and the content of a pre-approved message needs to change, you’ll want to delete that campaign and/or start a new one from scratch. Yes, this may take more time. Remember, even seemingly minor alterations can possibly render the initial approval no longer valid, so the extra time is worth the effort.
3. Not including a privacy policy on your company website: When you think about digital communication compliance, this one is (hopefully) something that isn’t coming as a surprise. Federal regulations mandate that businesses must provide a clear and accessible privacy policy to protect consumer information and comply with data protection laws. Without a privacy policy, businesses not only risk non-compliance (which can come with hefty fees) but also face the possibility of having their messages blocked. This is because many carriers and compliance systems check for the presence of a privacy policy as a criterion for message delivery. The published privacy policy is not the only requirement, of course. Business texting also requires an explicit opt-in from the recipient, and easy opt-out instructions should be included on every text message. Not including opt-out instructions (like, “Text END to unsubscribe,” for example) can also result in a message being blocked.
Companies that operate with the help of mechanical contracting professionals have ample opportunities to use text messages. Whether it’s confirming customer appointment times, sending service reminders or communicating with team members, text messages can only provide value if they’re successfully sent and received. Take this opportunity to brush up on the basics of SMS compliance to ensure this powerful method of communication continues to work for your business.
Tom Sheahan is the CEO of Red Oxygen, a leading business SMS solutions provider that serves companies in the US and beyond.