Registration Requirements - First Choice SMS

SMS Registration Requirements

Signing up for an SMS account involves a lot more that just filling out a simple registration form and start building a subscriber list. Due to recent regulations in 2023 and 2024, the process is a bit more involved. On this page, we will review with you the following:

Review of the differences between short code numbers, local numbers and toll-free numbers.
Introduction to The Campaign Registry..
Overview of the industry regulations..
Types of messaging use cases.
Forbidden types of businesses (for sending out SMS).
How to show compliance with opt-ins and opt-outs.
Best practices for keeping your messages from being flagged as spam.
List of the required information that a business needs to provide in order to register with the carriers to send SMS/MMS messages.
How First Choice SMS is here to help you with this process.

Overview of the Registration Requirement Timeline

Sending SMS text messages is becoming very popular, so mobile carriers have implemented regulations for both 10DLC and toll-free numbers to ensure compliance and reduce spam sent to end users. Here is an overview of how we got to the need for regulation.

In late 2023, due to an attempt to reduce the spam of unwanted and sometimes malicious SMS text messages, a new set of registration requirements was put into effect for both “local” numbers, known as 10DLC, and for toll-free numbers. Prior to these regulations, consumers were voicing their complaints of the phishing scams, shady messaging practices, and the spam they receive, meaning that a handful of bad actors were eroding the trust that legitimate businesses had built with their customers. These compliance requirements are in place to eliminate bad actors and spam from the messaging ecosystem and ensure the trust of consumers.

Mobile carriers implemented these regulations to prevent malicious individuals and businesses from posing as legitimate businesses and spamming or scamming people who never asked to be texted. Many of us have actually seen a reduction in spam texting because of the impact of these regulations. The end goal of these regulations is to make sure that legitimate businesses can get their marketing and customer service messages delivered quickly and reliably. They also enable you to be able to send out more messages faster without having them throttled.

Type of Messaging Numbers

For mobile messaging, there are three types of phone numbers that can be used:

Short Codes: 5 or 6 digit numbers that are either dedicated to one organization’s use, or shared across multiple organizations. These are commonly used as a part of two-factor authentication (2FA), where you receive a one-time passcode either to log in to a site, or to do a password reset. Average monthly cost for a short code number is at least $2,000 per month.
10DLC: These are standard 10-digit phone numbers, like your regular mobile phone number or old land-line. They are used by one organization, and cost only a few dollars per month from any service providers. Companies can provision existing phone numbers to be used for SMS/MMS messaging.
Toll-Free: These are also 10-digit phone numbers that have a toll-free area code equivalent. They also cost a couple of dollars per month to use.

Regardless of the type of number that is used, they all can be used for A2P messaging. A2P stands for application-to-person texting. It means you’re texting from a software based application like First Choice SMS, instead of simply texting directly from your mobile phone. In the past, A2P used to only apply to automated messaging services, including password resets, one-time passcodes, automated customer service platforms and such, but now includes individual personalized and bulk SMS text messages used for marketing purposes.

in order to use these numbers to send out A2P messaging, they must be registered. Without registration, the text messages simply will not be delivered. To provide these registration service, a new organization sprung up, aptly called The Campaign Registry.

Introduction to The Campaign Registry

The Campaign Registry (TCR) is a central hub for registering A2P 10DLC messaging campaigns. It works with North American mobile operators and companies that are in the messaging business to register Application-to-Person (A2P) text messaging Campaigns. The registry supports a sanctioned A2P 10DLC text messaging Campaign ecosystem and provides visibility into the messaging source and content, allowing mobile carriers to provide a more reliable and simple messaging service for Campaign Service Providers (CSPs) and individual organizations that send SMS messages TCR verifies that your business is legitimate, and that you’re texting consumers for legitimate reasons, so that your text messages can be send to your users reliably and not throttled.

Along with TCR, there is a DCA. A DCA is a direct connect aggregator. DCAs help deliver text messages from a service provider like First Choice SMS to mobile carriers like Verizon, T-Mobile, Sprint, and the others. They are similar to internet backbones that let devices connected to their system communicate with web hosting providers. DCAs make sure that messages all get delivered to their intended users, regardless of which company is providing their service.

First Choice SMS works closely with our DCA and TCR through our platform to make sure you’re business is properly registered and that your marketing campaign is compliant.

Overview of Industry Regulations

First Choice SMS works closely with TCR through our platform to make sure you’re business is properly registered and that your marketing campaign is compliant.

Summary of Industry Regulations

Here is a summary of the regulations that would apply to your interest in SMS messaging:

Your business must register with The Campaign Registry
You must prove that your contacts have opted-in to receive texts from you
Businesses in some industries will automatically be rejected (see the table below).

First Choice SMS will handle most of this prep work for you. If you have questions, simply contact us.

Step 1: Gather Your Business Information and SMS Use Cases

Once you’ve shared your business info with us, we’ll handle the registration process and keep you in the loop. We need:

Your company’s legal name, as registered with your department of State and IRS
Company’s business address
Your company’s country of registration
Organization type (sole proprietorship, LLC. Corporation, private, publicly traded, nonprofit)
Company’s size
Industry type (what it is that you sell or do)
Your company’s Tax ID/EIN, or SSN for a sole proprietor.
Business contact name (first and last name)
Business contact email address
Business contact phone number
Your business website URL
Descriptions of each use case you text for
Estimated message volume per month
Business reason for the text messages– What will you be messaging and who are the recipients? For example, a restaurant may collect a mobile number from a dining party to send them a notification when their table is ready.
Sample messages for each use case, for example – “Thank you for waiting, your table is ready.”
Opt-in consent description (see examples below). This would also include an image of the screenshot or form, or a link to a URL for the opt-in or opt-in language.

We’ll collect this info when you sign up with First Choice SMS.

Step 2: Submit Your Brand Registration

An A2P brand is the business who’s doing the texting. using an automated platform and either a 10DLC or toll-free phone number. One brand can have multiple “campaigns” associated with their account. First Choice SMS will submit your registration on your behalf. You simply need to provide us with the required information using our simple form.

Step 3: Select the Proper Use Case for your SMS Campaign

You need to understand what a “campaign” is its appropriate type. One campaign can have up to 50 10DLC phone numbers associated with it. Here are the types of campaign use cases. Most companies starting off using SMS will select the Low Volume Mixed Use case.

Use Case	Campaign Type	Description
2FA	Standard	Any authentication or account verification such as OTP
Account Notifications	Standard	Notifications about the status of an account or related to being a part of an account
Customer Care	Standard	Support, account management, and other avenues of customer interaction
Delivery Notifications	Standard	Information about the status of a delivery
Fraud Alert Messaging	Standard	Messaging about potential fraudulent activity such as spending alerts
Higher Education	Standard	Message campaigns from colleges, universities, and other education institutions
*Low Volume Mixed**	Mixed/Marketing	A campaign that covers multiple use cases such as marketing promotions and delivery notifications. Primarily for small businesses. Note – mixed campaigns are likely to have lower throughput.
Marketing	Standard	Promotional content such as sales and limited time offers
Mixed	Standard	A campaign that covers multiple use cases such as Customer Care and Delivery Notifications. Note – mixed campaigns are likely to have lower throughput and a higher cost per message.
Polling and voting	Standard	Notifications about polling and voting
Public Service Announcement	Standard	PSAs to raise audience awareness about a given topic
Security Alert	Standard	Notification of a compromised system (software or hardware related)

* The threshold for “low volume” is fewer than 500 messages per day, or approx. 15,000 messages per month. This is the recommended use case for any business getting started with SMS marketing, and thus you do not need to worry about identifying a specific use case.

When prepping for the campaign registration, be sure to describe the type of communication you intend to have with your customers or users. Provide a brief overview of the information you plan to share, whether it’s for marketing, customer service, follow-up messages, etc. Additionally, mention if there will be internal messaging among your employees if required. Your registration description should address:

Your business description
Who are you reaching out to via SMS. (i.e. employee, prospect, customer, patient, etc.)
Why you are sending SMS messaging

Good example: We are an Automobile repair shop that will be sending SMS to our customers for informational purposes, this can include appointment reminders, repair updates, satisfaction survey follow-ups, online bill payment notifications, and two-way conversations.

Opt-in methods — Provide detailed information on how users agree to receive SMS messages. Explain how your customers will give consent to receive SMS from your company. Three main types of consent are listed as follows:

Types of Messaging Content and Required Opt-in Consent

Conversational	Informational	Promotional
Conversational messaging is a back-and-forth conversation that takes place over text. If the consumer texts the business first and the business responds quickly with a single message, it’s likely conversational. If the consumer initiates the conversation and the business responds, no additional permission is required.	Informational messaging is when a consumer gives a business their number and asks to be contacted in the future. Appointment reminders, welcome texts, and alerts fall in this category because the first text sent by the business fulfills the consumer’s request. A consumer should agree to receive texts when they give the business their mobile number.	Promotional messaging is when a message contains a sales or marketing promotion. Adding a call-to-action like a coupon code to an informational text may place it in the promotional category. Before a business sends promotional messages, the consumer must agree in writing to receive promotional texts. Businesses that already ask consumers to sign forms or submit contact information can add a field to capture consent.
The first message is always sent by the consumer Two-way conversation Message responds to a specific request	The first message is sent by the consumer or business One-way alert or two-way conversation Message contains information	The first message is sent by the business One-way alert Message promotes a brand or product and Prompts consumers to buy something or go somewhere
IMPLIED CONSENT If the consumer initiates the text message exchange and the business only responds to each consumer with relevant information, no verbal or written permission is required.	EXPRESSED CONSENT The consumer should grant permission before the business texts them. They can grant permission over text, on a form or website, or verbally. Written permission also works.	EXPRESSED WRITTEN CONSENT: The consumer should give written permission before a business texts them. They can sign a form or check a box to allow promotional text messages. Participation in international promotions should never be a requirement.

Registration & Campaign Fees for 10DLC Phone Numbers

Unfortunately, all of this registration and campaign vetting has an associated cost. The registration process for a 10DLC number has a fee of $19, which includes $4 to register your business with TCR and $15 for the carrier to vet your campaign. There is also a fixed monthly fee to TCR based on the type of campaign registered. For a low-volume business (which is where 95% of new SMS users would fall), the monthly fee is $1.50. For high volume campaigns, the monthly fee is $10.00. For low-volume users, the monthly fee is included in our pricing. There is no upfront campaign or vetting fee for just using a toll-free number for messaging.

Forbidden Business Types

You also need to make sure that you are not planning on sending out SMS or MMS messages in any of the forbidden message categories, as these will be rejected automatically:

Category	Examples	Notes
High-risk financial services	• Payday loans • Short term high-interest loans • New loan soliciting • Third-party loans • Student loans • Cryptocurrency • Stocks and investing platforms	Third-party" means originating from any party other than the one which will service the loan. Examples of third-party loans could include: auto, mortgage, personal, etc.
Third-party lead generation services and marketing	• Companies, NGOs or political campaigns that buy, sell, or share consumer information. • Affiliate lending • Affiliate marketing • Deceptive marketing	Any third-party use cases are strictly forbidden. Consent must be obtained directly from end-users. Political use case customers sending SMS messages are not able to use voter registration databases to collect consent and outreach end-users. Any business with a terms of service or privacy policy that mentions sharing or selling consumer data/opt-in information is considered noncompliant.
Debt collection or forgiveness	• Third-party debt collection • Debt consolidation • Debt reduction • Debt relief • Credit/debt repair	"Third-party" means originating from any party other than the one who is owed the debt. For example, a hospital could send messages regarding bills for its own patients, assuming they provided opt-in to receive that messaging. While third party debt collection is not permitted, a debt collection business that has direct consent from end-users to send related content may do so. Debt consolidation, debt reduction and credit repair programs are prohibited regardless if there is first-party consent.
“Get rich quick” schemes	• Deceptive work-from-home programs • Risk investment opportunities • Pyramid schemes • Mystery Shopping • Multi-Level Marketing (MLM)	Use cases in this category pertain to minimal effort for maximum and/or guaranteed financial gains. These categories in the telecoms industry produce high consumer complaints and are not permissible on carrier routes. Multi-Level Marketing (MLM), it is acceptable for consultants to message other consultants the following: products, events, delivery notifications, and promotional information content. Consultants, are not allowed to promote products to consumers/customers, nor are they allowed to promote becoming a consultant.
Illegal substances/articles	• Cannabis • CBD • Kratom • Paraphernalia products • Vape/E-cigs • Fireworks	Cannabis, CBD, Kratom, or drug paraphernalia product businesses are prohibited from utilizing SMS/MMS messaging on Twilio in the US and Canada, regardless of content. These restrictions apply regardless of the federal or state legality. All use cases for these are disallowed from sending SMS whether it contains cannabis content or not, even for 2FA purposes it is not permissible for such entities.
Prescription drugs	• Drugs that require a prescription	Offers for drugs that cannot be sold over-the-counter in the US/Canada are forbidden regardless if the business is a licensed professional.
Gambling	• Casino apps • Websites that offer gambling • Sweepstakes • 50/50 Raffles • Contests • Betting/Sports picks	Gambling traffic is prohibited in the US and Canada on all number types (Toll Free, Short Code, Long Code). Sweepstakes are allowed on Short Code but need to go through a special review. Bingo related messages are allowed on an approved Short Code. Community or local based Bingo related messaging are also permissible on carrier networks.
"S.H.A.F.T." use cases and electronic smoking devices	• Sex • Hate • Alcohol • Firearms • Tobacco • Vape/E-cigs	No submissions can include nudity, pornography, sex toys or other adult content. Any speech that is considered to be hateful, or that incites violence is also forbidden. Alcohol traffic is allowed on Toll Free, Short Code, and Long Code in the US, as long as proper age gating procedures are in place. Age gating means that website users must input their date of birth. It cannot be a yes or no question. Firearms, Tobacco, Vape, and E-cigarettes are not allowed on Toll Free, Short Code, or Long Code regardless of age gating. Gun advocacy groups/messaging does not fall under Firearms. All age-gated content into Canada must be blocked across Toll Free, Short Code, and Long Code. The only way to send age-gated traffic into Canada (even with proper age-gating) is to receive a special carrier exemption. Allowed age gated content in Canada include: pocket knives, lighters, and non-alcoholic beverages

Step 4. Wait for Approval by The Campaign Registry

Typically, the response for the Campaign Registry is quick, and as long as you are not in violation of any of their requirements, your application should be approved.

Step 5. Submit Your Registration for DCA Vetting

Once your campaign registration has been approved it still must go through an additional vetting process by a DCA. This is where you will have to show that you are only texting to those who have opted in to receive your campaign message texts.

This is a manual process that can take anywhere from two days to four weeks or more, but we’ll keep you in the loop along the way.

One of the benefits of working with First Choice SMS is that we are prepared to help you ensure that your application gets approved by reviewing your business set up and materials ahead of time, and providing you with the tools and potential additional services to get your website, forms or other materials ready to be approved.

If your registration or campaign vetting request gets rejected, it will most likely be for one of the following reasons listed here, along with the appropriate rejection (error) code. In this case, you would need to correct the error and re-submit your request. Here is a list of the standard rejection reasons where you can correct the error and resubmit your application (as opposed to the forbidden types of submissions which are dead on arrival):

Possible Registration Error Codes and Reasons

Error Code	Rejection Category	Rejection Reason	Correction Needed
30886	Invalid Campaign Description	Campaign description does not thoroughly explain the purpose of the campaign or description does not match the use case.	Verify that the campaign description is accurate and detailed. If you are an ISV registering a direct offering to your customers, please indicate that in the campaign description. Resubmit campaign for review.
30893	Invalid Sample Message Use Case	Sample messages are either not provided, unclear, or content does not match the campaign use case.	Verify that sample messages are accurate and detailed. Sample messages should reflect actual messages to be sent under campaign and indicate templated fields with brackets. At least one of the sample messages needs to include your business name. Use case and campaign description need to match campaign description.
30892	Invalid Sample Message – Public URL Shorteners	Public URL shorteners are not accepted. The website URL included in the sample messages was either from a public URL shortener or is non-secured.	Remove public URL shorteners from sample messages.
30891	Invalid Website URL	Invalid URL was provided for registration. Websites need to be functioning. If this is a registration pre-launch, it needs to be indicated in campaign description.	Verify that provided websites are functioning or detail is provided if the registration is for a pre-launch website.
30896	Opt-in Error	Opt-in message workflow is not sufficient for campaign type and consent is required or opt-in is shared with 3rd parties.	Verify opt-in meets CTIA’s guidelines. All methods of opt-in need to be listed. If opt-in is collected through a paper form or behind a login, please provide a hosted link to the image of opt-in. If opt-in occurs on a website, please provide a link to the website. The website needs to have a privacy policy and terms of service. Ensure opt-in is not shared with 3rd parties.
30887	Opt-out Error	Campaign indicated collecting and processing consumer Opt-Outs, but the workflow is unclear, missing opt-out keywords or opt-message.	Verify that opt-out workflow is accurate and update Message Flow (labeled as ‘How do end-users consent to receive messages’ while submitting) description with opt-out process. If opt-out is managed, add opt-out keywords and update opt-out message to include acknowledgment of opt-out request, confirmation that no further messages will be sent, and brand name.
30890	Subscriber Help	HELP message reply does not contain brand name, phone number, or email address.	Verify that subscriber help message contains brand name, phone number, or email address. Message needs to guide customers on who they can contact after replying “help”.
30889	Embedded Phone Number	Embedded phone number use is selected, but is not reflected in the sample message.	Verify embedded phone number selection is accurate. Update the Sample Messages with Embedded Phone Number or update Embedded Phone Number selection.
30888	Age Gate Not Present / Not Acceptable	Age gate is not present.	Verify and add a robust age gate to your website or opt-in policy.
30881	Invalid Brand Support Email	Support email is not associated with the brand. The brand support email was either invalid or associated with a public domain email.	Verify brand support email is valid and not associated with a public domain email.
30894	Invalid Brand Information	Campaign registration needs to be associated with the brand behind the campaign. If you are an ISV registering a direct offering, campaign description needs to indicate a direct offering.	Verify brand information is valid.
30895	Direct Lending – Campaign and Content Attribute Error	Campaign is for direct lending or loan arrangement and is missing content attribute indicating direct lending.	Verify direct lending or loan arrangement is selected for campaign registration. If the campaign is not related to direct lending or loan arrangement, please update the campaign description.
30903	Incorrect Sole Prop Brand Registration	Brand behind the campaign does not meet the small business Sole Proprietor (EIN) criteria set by TCR and mobile carriers. Campaign cannot be registered with a Sole Proprietor use case.	Register the brand as a standard brand and register a standard or acceptable campaign use case that aligns with the registered brand’s classification.

How to Prove You are Using Opt-ins

The best way to prove that your contacts will be able to opt in to receive texts is to add opt-in language any website forms and other ways you gather phone numbers. There are many ways to do this. To ensure a faster approval, we suggest that you implement as many of these as you can. If you are unsure as to how to get this set up, please reach out to us at First Choice SMS. Here are five ways to prove SMS subscriber opt-ins on your website

1. Add an opt-in checkbox to your contact forms underneath where you ask for a phone number.

Here is an an example of an opt-in checkbox on the right.

You can also use something as simple as a checkbox that says any of the following:

I agree to receive text messages related to my order (or appointment). Msg & Data rates may apply. Reply STOP to end or HELP for help.
By checking this box, you agree to receive text messages at the number provided.
I wish to receive text messages at the number provided. Standard message/data rates apply

2. Add opt-in language and opt out language to your terms of service.

An example of opt-out language include: Reply STOP to opt out. To stop receiving messages from [Your Company Name], reply STOP, CANCEL, or UNSUBSCRIBE. On your website, you should ideally have a Terms of Service page linked in your footer. This page should have a section dedicated to SMS text messaging. At First Choice SMS, we can help you add this language to your site.

3. Add our SMS Opt-in Capture Form to your website.

Our Opt-in Capture Form has opt-in language included in the widget, so anyone who signs up through it is a confirmed opt-in. It is also easy to see on your website, ensuring compliance with this requirement.

4. Use keywords to prompt inbound messages.

Using a keyword prompt, like “Text SPECIALS to XXX-XXX-XXXX for text alerts about new products and special offers” is a great way to generate opt-ins, because you are specifically asking someone to opt in to your SMS campaign to receive something of value.

If you are going to use this type of campaign, be sure to add this sentence to your website, preferably in the footer so that it appears on every page.

5. Invite customers to text you if your business number is mobile.

Anyplace where you invite customers or site visitors to call you, you can change that to “Call or text us” instead.” Be sure to follow up with your opt-out method, or include it in a readable font size on your website, such as something like this:
By sending us a text, you agree to receive text messages at the number provided. Standard message and data rates may apply.

Additional Ways to Demonstrate Using Opt-Ins

Here are some additional ways for you to demonstrate that you are asking for opt-in permission.

1. Add opt-in language to any forms on your website.

If you use any type of forms, including pop-up forms, this is a perfect place to include opt-in language as mentioned in number 5 above.

2. Ask for opt-in approval over the phone.

Verbal confirmations of opt-ins are acceptable, but for vetting purposes you will need documentation showing:

That you ask for verbal opt-ins while on the phone with a customer
An example of the opt-in script you use to ask for and confirm the opt-in
The process you follow to update a contact’s records to opt them into the ability to receive SMS text messages (we can help you with this).

3. Use physical printed forms and flyers.

You may use handwritten sign-in or registration forms for things like doctor’s appointments, trade shows, special events, concerts or other in-person ways/places you wish to capture opt-ins. For professional services like medical, technical support, legal, design, consulting, or others, adding language like this on your registration or sign-up forms will show that you are asking for opt-in permission:

By signing up via text, you agree to receive recurring automated promotional and personalized marketing text messages (or service related updates) from [Your Company Name] at the cell number used when signing up. Reply HELP for help and STOP to stop receiving messages. Msg and data rates may apply. Message frequency may vary.

If you are creating any promotional flyers, you can get your opt-ins by having something like this on your flyer (along with the above language at the bottom of the page):

Text UPDATES to XXX-XXX-XXXX to receive important updates.

As a part of the registration process we will need to upload a picture of the form when we register your 10DLC phone number.

How to Keep Texts from Being Marked as Spam

Even though the intention of the 10DLC registration process is to reduce spam, your SMS messages can still get filtered and marked as spam in you trigger some of the red flags. These include:

Mass messages that include free third-party shortened URLs (like Bitly). Instead, First Choice SMS provides you with real domain-based URL shorteners.
Ending a message with a link. To prevent this, add additional words after the link, like “This link will (state what they will see/do).
Sending hyperlinks without “https://” at the beginning. This is considered to be a “naked link” and should be avoided.
Having any words in ALL CAPS
Using multiple dollar signs ($) or emojis in the same message. While this is great for one-on-one messaging, doing this in an SMS campaign can trigger the spam filter.
Sending the exact same message to massive groups of recipients. You can avoid doing this by either breaking your list into segments or groups (based on keywords), or by using the personalization feature that First Choice SMS offers, like “Hi [Name], your last oil change was on [Date]. To keep your engine running smoothly, consider scheduling an oil change.”
Sending misspelled, or grammatically incorrect sentences
Sending out long messages that read more like an email. Keep your messages short and to the point. If you are asking for a call to action, consider using our splash page builder to more fully engage your customer or prospect.

Basically, keep your SMS text professional and to the point. Also be mindful of never offending any recipient by including any political or religious points of view, and do not use any offending language.

If you have any questions, please contact us. We will be happy to work with you to make sure that your business is compliant and that your messages get delivered.

Registration and Verification Process for Toll-Free Numbers

As of January 31, 2024, messages sent from any unverified (restricted or pending) toll-free phone numbers (TFPN) are blocked. Only fully verified toll free numbers can send messages. Toll-Free Verification is required for anyone sending messages using toll-free numbers to the US and Canada. Like for 10LDC numbers, the verification application process for toll-free involves three key components:

Establishing the identity of the business sending the messages: this includes providing a business name, address and website
Clearly defining the business use case for which the messages are being sent, and providing several sample messages aligned with this use case
Clearly describing and demonstrating the opt-in mechanism by which end users consent to receiving these messages

As a part of our onboarding service to our new customers, we will use your same business registration information to register and verify a toll-free number on your behalf. Note that at the time of this writing, there is no Campaign Registry fee and secondary vetting fee.

Let’s discuss how SMS messaging can help grow your business.

PHONE: 215-480-2737

EMAIL: support@FirstChoiceSMS.com

[account-rep]