10DLC Compliance: A Survival Guide

The world of 10DLC compliance can be a confusing place for most, so we asked our Director of Customer Experience, Nikki Hernandez, to help break it down for us:

Ah, 10DLC, keeping us on our compliance-loving toes since 2021. It’s like trying to navigate a minefield of regulations, constantly dodging questions like, “IS 10DLC REQUIRED?!” and “WHAT HAPPENS IF I DON’T REGISTER, GOSH DANGIT?!” Well, strap yourselves in because we’re about to embark on a journey through the pitfalls of 10DLC compliance.

First things first, let’s address the elephant in the room—yes, 10DLC registration is required! But fear not, my friends, for registering means you get to talk to people who actually want to hear from you. It’s like being invited to the cool kids’ table at lunch. If you decide to play hooky instead of thoroughly and accurately completing your registration, you’re risking lower throughput, higher opt-out rates, and worst of all, your messages might end up being blocked completely as spam. Yikes!

Now, let’s dive into the nitty-gritty of how to ace your 10DLC registration and ensure your messages reach their destination.

 Brand Info Bonanza

It all starts with your company’s legitimacy, so make sure you’ve got your brand information on point. Company name, EIN (employer identification number) or TIN (tax identification number), and address—check, check, and check! And remember, your brand info should match your company’s tax documents like two peas in a pod. The IRS EIN Confirmation is your new best friend, folks!

Your website is your online sanctuary and accounts for half of your brand’s 10DLC score, so make sure it’s in tip-top shape. Link your company’s website in your registration, and for bonus points, make sure your email domain matches your website’s domain. It’s like matching socks but for the internet.

Privacy Policy Paranoia

Privacy policies are like the gatekeepers of the digital realm, guarding sensitive information like dragons hoarding treasure. When it comes to 10DLC compliance, linking your privacy policy is non-negotiable. But it’s not just about slapping a link on your website and calling it a day. Oh no, we’re talking about making it as clear, conspicuous, and easily accessible as the double-walled insulated water bottle that is with you everywhere you go.

Imagine your privacy policy is a neon sign in the middle of Times Square—it should be impossible to miss. Make sure it’s prominently displayed on your website. And when you’re collecting opt-in consent, your privacy policy should be linked there as well.

Opt-In Olympics

At last we reach the frustrating noble art of opt-in—the cornerstone of ethical communication in the digital age. Picture this: You’re at a fancy dinner party, and before anyone can engage in witty banter, they must first give explicit consent. That’s the opt-in process in a nutshell—no consent, no conversation. But here’s the kicker: your opt-in process must be crystal clear, like a freshly Windexed window on a sunny day.

If you’re collecting opt-ins online, make sure the process is seamless and straightforward.

• Provide a clear explanation of what users are signing up for
• Have an opt-in checkbox that is unchecked by default. We want enthusiastic consent, not accidental clicks. It’s like going to a buffet and choosing exactly what you want on your plate—no surprises, just delicious choices.
• Let’s not forget about frequency! It’s like setting expectations in a new relationship—be honest about how often you’ll be reaching out. Once a week? Cool. Once an hour? Pump the brakes, buddy. No one likes a stage-five clinger, especially not in their inbox.

Didn’t collect your opt-in consent via your website? Fear not! The following opt-in flows are also allowed:

• Mobile Opt-Ins: Customers can text a keyword to a specific number to subscribe to SMS and provide their consent, like sending a bat-signal into the digital sky, signaling your desire to receive updates and offers via text.
• Point-of-Sale Opt-Ins: Customers can sign up and opt-in to receive texts at a point of sale (POS) or another on-site location of the message sender.
• Paper Form Opt-Ins: For those who prefer the old-school approach, customers can provide opt-in consent to receive SMS by completing a paper form.
• Phone Call Opt-Ins: Customers can opt-in over the phone using interactive voice response (IVR) technology. It’s like having a conversation with a friendly robot who wants to make sure you’re cool with receiving texts from them.

Remember, opt-in consent is like a sacred pact between you and your contacts, so it’s important to keep diligent records. It’s not just a checkbox to tick; it’s a mutual agreement to engage in a meaningful conversation. So, treat it with the reverence it deserves, and watch your SMS campaigns flourish.

Sample Message Shenanigans

Sample messages are a glimpse into the future of your SMS campaigns. Make sure they accurately reflect the various types of content that you will be sending to your contacts. Each and every sample message should identify your organization, and don’t forget the opt-out verbiage.

Long Term Survival

Congratulations, you’ve successfully navigated the maze of 10DLC registration and received approval! But before you pop the champagne and break out the confetti, remember that compliance is an ongoing journey, not a one-time event. Here’s how to keep the compliance train chugging along even after you’ve got that coveted stamp of approval:

Regular Audits and Updates:

• Just like you schedule regular check-ups with your doctor to ensure everything is running smoothly, it’s crucial to conduct regular audits of your SMS campaigns. Review your messaging content, opt-in processes, and data management practices to ensure they still meet compliance standards. And don’t forget to stay up-to-date on any changes to regulations or carrier requirements—compliance is a moving target, so you’ll need to adapt accordingly.

Honor Opt-Out Requests Promptly:

• Honoring opt-out requests promptly isn’t just a legal requirement; it’s also a sign of respect for your subscribers’ preferences. Make sure you have robust systems in place to process opt-out requests efficiently and update your contact lists accordingly.

Keep Your Data Clean:

• Data hygiene is like flossing—it’s not the most glamorous task, but it’s essential for maintaining a healthy system. Regularly review and update your contact lists to remove inactive or outdated numbers. Consider opting out contacts who do not respond or interact with your messages, as these contacts are the most likely to opt out of your messages over time.

Stay the Path:

• Regularly identify yourself and your company in your messages, provide opt-out information, and send messages in line with the submitted sample messages.
• If you ever need to, you can always update the sample messages to meet your changing business needs.

In conclusion, navigating the wild world of 10DLC compliance may feel like trying to find Ark of the Covenant, but with a pinch of patience, a dash of diligence, and a whole lot of attention to detail, you’ll be sailing through registration and post-approval maintenance like a seasoned captain. So, buckle up, grab your compliance hat, and get ready to embark on the rollercoaster ride of SMS marketing compliance. Remember, staying on the right side of 10DLC A2P messaging isn’t just about avoiding penalties—it’s about building trust and credibility with your audience. Here’s to navigating the compliance maze with grace, humor, and a sprinkle of unicorn magic! 🦄✨

Curious about business SMS and want to learn more? Contact us today for a free demo!

Nikki Hernandez has been at TextUs for five years and is currently the Director of Customer Experience. She’s an amazing leader to our stellar CX team that’s dedicated to ensuring our customers feel heard, empowered, and educated in their partnership with TextUs. 

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