eTech Network Solutions
Jan 6, 2023
Maintaining consumer trust is the biggest challenge in business messaging today; it is also our biggest opportunity for customer engagement. Consumers expect to receive wanted and personalized communications when and where they need them, while still being protected from spam and dangerous phishing messages.
Here at eTech we aim to support messaging as a high engagement channel. Sending messages through a trusted platform like ours ensures you can depend on:
High message deliverability: Your customers can depend on every message reaching its destination when they expect it.
Sustained engagement from end users: You can depend on 10DLC as a channel with higher response rates than nearly any other channel.
A strong reputation with carriers: Your business continues to be viewed as a strong ecosystem partner who prioritizes the trust of consumers.
In a continued effort to maintain a high messaging deliverability ecosystem, we are updating our systems and policies to proactively identify and block messages in violation of the Mobile Network Operator’s A2P/10DLC Policy. And we plan to block these messages before they reach your carrier network. So, what is 10DLC? 10DLC is now the sanctioned standard for business to customer text messaging using a traditional 10-digit phone number.
Did you know that simply texting ‘hello’ from eTech’s Mobile App to another off-net SMS recipient is considered A2P messaging traffic? That's because all eTech messaging traffic terminates through an A2P business messaging gateway. This means it's not possible to technically originate P2P (Person to Person) traffic on the eTech network.
What is AP2/ 10DLC?
A2P vs P2P Messaging
P2P (or Person to Person) - the subscriber is billed directly by the carrier (e.g. your personal cell phone is billed directly to you by the carrier).
A2P (or Application to Person) - this is messaging between a business and a consumer. eTech’s traffic terminates through an A2P business messaging gateway, therefore any messages sent from eTech (or any other service provider like us) are considered A2P.
10 Digit Long Code (10DLC) as opposed to SMS Short Code
In 2018 the FCC deregulated SMS messaging, classifying it as an information (or data) service.
In 2020, the mobile network operators (or MNOs) began launching their own 10DLC programs designated for business-to-consumer (A2P) messaging over local phone numbers.
These programs were based on guidelines from the CTIA (Cellular Telecommunications Industry Association) with the intention to stop unwanted messages to consumer devices.
This compliance measure is now referred to as A2P/10DLC (App to Person/10-Digit Long Code) and applies to all A2P messaging service providers throughout the US and Canada.
Who regulates it?
Unlike other messaging compliance mandates that are regulated by the FCC, the A2P/10DLC initiative is regulated and managed by major mobile network operators (or MNOs).
How is it regulated?
The major MNOs appointed The Campaign Registry (TCR) to manage the 10DLC registration initiative, with the requirement that every business organization must register a Brand and Campaign with the TCR.
MNO’s use the TCR’s verification and vetting process to determine campaign message throughputs.
When do the regulations take effect?
The regulations are already in effect. This includes the following:
eTech is blocking outbound SMS traffic for any number not registered for 10DLC.
Bandwidth (our SMS carrier) will not support troubleshooting messaging delivery problems on number that aren't registered for 10DLC.
The following changes will occur on March 1, 2023.
SMS/MMS messages directed to United States and Canada phone numbers that are proactively identified as messages in violation of the 10DLC policy will be returned as an error prior to reaching carrier networks.
For those of you using API Response Headers for messages sent will include Message Submitted. Pending content verification for US/Canada destination numbers. Rest assured; this will not slow down the delivery of your messages. If a message is identified and returned, you will receive an error code to help you identify necessary changes.
What’s next for you?
Review your own current terms and conditions/user policies and confirm your customer and recipient consents are adequate. If you are an Independent Software Vendor (“ISV”) providing messaging services to other businesses, ensure your customers reflect these changes with their recipients.
Review the various Application(s). While we don’t anticipate any adverse impact to your Applications as a result of the change to our API Response Header, we recommend you have your developers review it/(them) all the same.
NOTE: Customers with an approved Business Associate Agreement (BAA) will continue to be exempted from proactive identification of message content due to HIPAA privacy restrictions. However, these customers remain subject to review of your message content if carrier and/or consumer complaints are received, or other risk indicators, such as high error rates are present.
We strive to keep you updated with the latest information, best practices and industry requirements to maintain deliverability and in keeping consumers safe. Thank you for doing your part and if there is any confusion, let us know what we can do to help.