In the United States, a series of laws and regulations were passed in 2019 and 2020 to make telecommunications and, more importantly, messaging over SMS more secure and trusted. To do this the Mobile Network Operators (MNO), Verizon, AT&T, T-Mobile, etc., have come together to create a central place to store data on who is using their networks and for what purpose. This effort has created an organization that is known as the Campaign Registry.

Following suit, ZipWhip, a subsidiary of Twilio, Inc, and the company that manages all text messaging traffic sent over Toll-Free Numbers(TFN), has also put together a database to collect information on the companies sending text messages over its managed network.

These companies aim to create databases of businesses sending text messages so that the MNOs can verify that messages sent to their users are coming from trusted business sources, and not spam or bots. These databases will include identifying information for the businesses sending messages so that if there are any issues, the MNOs, the Campaign Registry, and ZipWhip know who to reach out to if issues arise.

To create the databases, the Campaign Registry and Zipwhip are working with internet-based telecommunication providers, known as communication service providers (CSP), to help set up protocols on how their users can be registered. The CSPs then pass the info to approve the use case. Once approved (often instant), the company and its phone numbers are entered into the database with id numbers. These numbers are then attached to all outbound communication so that the receiving MNOs can check it and let the message through. When using numbers provided by Textline, we act as your CSP. Numbers brought from other carriers or providers will need to be registered through them.

Why do I have to register? You have to register to verify your business and the messages you are sending. This is how the MNOs can verify that your phone number(s) and the messages being sent by it are legitimate. With a verified business, you can send messages across their networks with improved deliverability and at faster speeds.

By registering your company and phone numbers, you will greatly increase the likelihood that your customers will get your message. In 2019 and 2020, the MNOs stepped up their filtering of suspected spam and fraud messages. This meant that a message you sent may have come back with a Carrier Violation error. However, they also began "silently" blocking messages by not responding with an error and so you may never have known that your customer did not get your message without directly asking them. The idea then is that by registering your company and your phone numbers, your messages will then be pre-verified and will reach your customers.

There is also another side effect in that carriers will allow registered users to send messages faster. Right now, you can only send 1 SMS segment (160 character messages) every second over normal, 10-digit phone numbers or 3 SMS segments every second over Toll-Free Numbers. This means long messages or announcements to many customers may take a while to send. Registered and approved use cases will also be granted higher messaging rates. The exact rate will vary depending on your use case, but speeds can increase up to 30 segments per second.

To start, we will need information about your organization and each department (phone number) on Textline.

The first level of the required information is about who is messaging:

This is the name that shows up as the name of the business on the country's tax form. Make sure to match it exactly: spelling, capitalization, and punctuation matter.

If the business functions under a name other than what is on the tax registration, list it here.

The country in which your business is registered.

Publicly Traded, Private Company, Charity / Non-Profit Organization, or Government Organization

The identification number assigned to your business by the tax body in the country in which your business is registered

The address associated with your business registration.

The website for your business. It must also include your business' Legal Name or DBA. Social media links are not allowed.

The ticker symbol your company trades under.

The exchange where your company is listed.

The area of business that most closely matches what your business does.

The number of people your business employs.

A contact whom the MNOs can contact in case there are issues with your text messages.

A way for the MNOs to reach your listed contact.

A way for the MNOs to reach your listed contact.

You can fill out this information in Textline here.

Next, we need the following information about each of the Departments communicating over SMS on Textline:

You can fill out this information for each department in Textline here.

Your use case is what you are using that department for. This lets the MNOs know what type of messaging to expect. Here’s a sample list of the use cases that you can select from, the use case options will be different for those using Toll-Free Numbers:

To help comply with regulations, we will also need to know if there are certain scenarios that your messaging may surround.

For 10-digit long code (normal) phone numbers, these scenarios include:

For businesses using Toll-Free Numbers, the messaging attributes are:

To make sure that your use case is what you say it is, we also ask for example messages or message templates that you would be sending. Even if you do not expect to have standard messages, try coming up with a few of your most common scenarios. Textline also appends industry-standard OPT-OUT language to show the carriers that you are following the best practices. To help you formulate these messages, we have a few examples of our own, based on a few of the use cases above:

Account Notifications

Hi Brad, your account has an overdue balance. Please text us back so that we can set up a payment plan. Reply STOP to opt-out of SMS reminders.

Hi Thomas, The office will be closed tomorrow for a deep cleaning. Sorry for the late notice. Your appointment will need to be rescheduled. Text us back at your earliest convenience.

Customer Care

Hi Ryan, Thanks for the explanation. Can you please try clearing the cookies in your browser? If you don’t know how to do that, let me know what browser you are using, and I can send over a guide.

Sorry to hear your order was damaged. Can you send us a photo so that we can verify the damage and send a replacement?

Delivery Notifications

Shirley, we’ve hit a little bump, and there’s a delay in your order. We will keep you updated and let you know once it’s back on track. You can opt out of SMS notifications by texting back STOP

Congratulations Laura, your shipment has been delivered! Please try on your items and text us back if there are any problems. Reply STOP to opt-out of SMS communication.

Marketing

Hi Jim, we are excited to let you know we are having a clearance tomorrow on widgets! Come in any time between 10 am and 6 pm to stock on up. Reply STOP to opt-out.

We just got a new shipment of thing-a-ma-bobs! Order them on our website while they’re in stock. Reply STOP to opt-out.

The last bit of info required is about how you got explicit permission to text your contacts, even if they are employees or long-time customers. MNOs have specific guidelines on displaying a clear request to opt-in with appropriate disclosures to the purpose of the text messages the contacts will receive. An opt-in message should include

These opt-in details should not be obscured in your terms and conditions (especially terms related to other services). This means having separate check boxes for receiving text messages vs other methods (e-mail, phone calls, etc). Please note the checkbox can not be pre-selected. The checkbox provides the contact's ability to agree or not agree to receive SMS messaging.

You also must report your company process to obtain consent and validate with images and references to links (if applicable).

This refers to how contacts express their consent to receive text messages. Please select the opt-in type out of the following methods:

Verbal: Your contacts provide opt-in verbally i.e., via the phone or in person. Tip: If you collect consent verbally, you will want to upload a script including the disclaimers to share with your contacts when you ask them if they would like to opt in.

Web Form: Your contacts provide opt-in for text messaging when they fill out a form on your website. Tip: You should have a check box with a opt-in message, allowing for your contacts to opt out of receiving texts from your business

Paper Form: Your contacts provide opt-in for text messaging when they fill out a physical paper form. Tip: The form should include an explicit opt in message.

Via text: Your contacts initiate a text message exchange by texting the business first. *Tip: make sure to include sms disclaimers where ever you are encouraging contacts to text or include them in your first reply to their message.

Mobile QR code: Your contacts opt-in by scanning a mobile QR code. *Tip include sms disclaimers under the QR code or include them in your first reply to their message.

Opt- In Description

With reference to your opt-in type, in detail describe your company process for obtaining consent or how your contacts confirm they opt-in to receive text messages. Reference links to specific pages on your website, sample contracts, spreadsheets, or screenshots that may help better describe how your business has consented to message contacts. You must keep your opt-in description under 500 characters for toll-free numbers and under 2048 characters for 10DLC. You will have space to upload those documents in the next step.

Here is an example:

Our customers enter their phone numbers on a tablet at the cash register. After entering their phone numbers, they check a box on the screen to opt into text messages from our team about monthly stock updates and any sales we may have. The opt-in message next to the box they check is depicted in the upload verification below (view screenshot below).

Upload Verification

You must also upload an image of your opt-in practice in JPG/JPEG or PNG format. This information will verify your opt-in description.

Once you have completed the registration process, Textline will submit the details so that your company and your phone numbers can be verified by the MNOs. Please note that the vetting process can take up to 2-3 weeks to complete.

If you have any more questions or concerns regarding compliance and Textline, feel free to message us at +1 (415) 849-4349 or email us at [email protected]