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Business SMS - TCR Requirements

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Does your business use text (SMS) messaging services for promotional, transactional, or conversational purposes?

If your answer is yes, then you may want to read this.

As of March 2024, to utilize 10-DLC (Digit Long Code) and A2P (Application to Person) text (SMS) Messaging you need to register your brand and any campaigns through The Campaign Registry. All mobile carriers will now require businesses utilizing SMS and text messaging as a communication tool to register with The Campaign Registry (TCR) by December 1, 2024. That deadline is fast approaching so understanding what you need to do to continue text initiatives and communication is vital.

Who is TCR?

TCR (The Campaign Registry) is a 3rd party service whose primary duty is to protect consumers from unwanted spam and robocall messages. They also verify businesses are compliant with the standards and have registered their brand and campaigns. This ensures messages are delivered efficiently and securely, protecting consumers from unwanted spam and improving the overall quality of SMS communication.

Understanding TCR’s Requirements 

If you’re not sending texts via SMS messaging, those services can remain inactive and there’s no need to register. However, if you’re thinking you might, it will be in your best interest to register.

What if we just want users to be able to text (SMS)?

You still need a ‘campaign’ for your business defined for your VOIP provider account.

For businesses hoping to utilize text messaging and SMS, they’ll need to have a basic understanding of the branding and campaign requirements.

Understanding Branding and Campaigns for TCR and SMS Messaging

The introduction of The Campaign Registry (TCR) has transformed the landscape of SMS messaging for businesses, placing a significant emphasis on branding and campaign management. Here’s a brief overview of how TCR influences these aspects:

TCR’s Branding Requirements

Verified Sender Identity: TCR mandates that businesses must register their brand and associated messaging campaigns. This verification process helps ensure that recipients can identify the source of messages, enhancing trust and reducing the likelihood of spam.

Consistent Brand Messaging: Companies are strongly encouraged to maintain consistent messaging across all communications. This includes aligning SMS content with overall brand voice, ensuring customers recognize and connect with the brand through every interaction.

TCR’s Campaign Registration

Campaign Use Cases: Businesses must clearly define their SMS messaging campaigns during the TCR registration process. This includes specifying whether messages are promotional, transactional, or service-related. Clear categorization helps carriers manage and filter messages effectively.

Content Guidelines: TCR establishes guidelines for acceptable content within SMS campaigns, requiring that businesses adhere to regulations regarding message clarity, relevance, and compliance with opt-in requirements. This focus ensures that messages are not only effective but also compliant with industry standards.  

In addition to these standard requirements, the TCR also emphasizes the importance of obtaining explicit consent from customers before sending SMS messages. This fosters trust, as consumers feel more secure knowing they have control over the communications they receive from businesses.

Similarly, brands are encouraged to provide clear information about what recipients can expect from SMS campaigns, including the frequency of messages and content types. 

In short, the TCR requirements enhance the importance of branding and campaign management in SMS messaging. Wondering what you’ll need for both branding and campaign registration?

  1. Branding Registration: You’ll need to provide your business details, including company name, contact information, tax id, website, and industry.
  2. Register Your Campaigns: Once your account is verified, register your SMS campaigns. Provide details such as the campaign name, purpose, and the phone numbers you’ll be sending messages to. This includes details on:
    • What type of messages you are sending
    • How you receive consumer consent
    • Examples of messaging showing the help and opt out language
    • An easily accessible privacy policy
  3. Agree to Compliance Rules: Review and agree to TCR’s compliance rules. These guidelines ensure that your SMS campaigns adhere to legal and ethical standards.
  4. Assign Numbers To Your Campaigns: Once approved, all numbers (users) that you wish to allow text (SMS) capability, must be listed under the approved Campaign.
  5. Monitor Your Campaigns: Regularly check your TCR account to monitor campaign performance and compliance. Adjust your campaigns as needed.

    What are the steps to enabling text (SMS) for my business?

    Let’s drill down a bit into the detailed steps you’ll need to follow to enable SMS communication for your business under the new TCR (The Campaign Registry) requirements.

    1. Register with The Campaign Registry (TCR)
    In addition to the basic corporate information listed above, you’ll also need to:
    • Identify messaging use cases: Outline the type of messages you plan to send (e.g., promotions, customer service notifications, or two-factor authentication).
    • Select a messaging partner: Many cloud telephony providers handle TCR registration on your behalf or can guide you through the process. Reach out to them for assistance.

    2.  Choose an SMS-enabled Phone Number 
    You’ll need a phone number capable of sending and receiving SMS. This can be:
    • Toll-Free Number: Good for high-volume messaging and ideal for customer service.
    • Short Code: A 5- or 6-digit number typically used for mass marketing or alerts.
    • Long Code (10-DLC): A 10-digit number that is now regulated under TCR for businesses.

    3. Verify Your Business with Carriers 
    To ensure compliance and avoid message filtering, carriers now require businesses to verify their identity:
    • Submit business documentation: Carriers will ask for business verification details such as your tax ID and corporate documents.
    • Provide use case and message samples: You’ll need to submit the kinds of messages you plan to send, ensuring they comply with regulations like not sending unsolicited messages.

    4. Ensure Opt-in and Opt-out Compliance 
    Under TCR and carrier regulations, your business must have clear consent from customers to send messages.
    • Set up an opt-in process: Implement a clear process where users give explicit consent to receive SMS messages (via website forms, in-store sign-ups, etc.).
    • Enable opt-out options: Every message should include clear instructions for customers to opt out of future communications, typically by replying “STOP” or a similar command.

    5. Set Up SMS API Integration  
    Most businesses use cloud telephony providers that offer APIs for integrating SMS into business applications.  
    • Work with a developer: Use the SMS API to integrate messaging capabilities into your existing systems, like CRMs, customer service platforms, or marketing tools.
    • Test your integration: Make sure your API setup allows for message sending, receiving, and handling opt-ins/opt-outs seamlessly.

    6. Monitor Message Deliverability and Compliance  
    With TCR in place, carrier scrutiny on SMS campaigns has increased.  
    • Track message success rates: Use analytics tools provided by your cloud telephony service to ensure messages are being delivered and not blocked or filtered by carriers.
    • Maintain compliance: Periodically review your messaging practices to ensure continued compliance with TCR and carrier rules, such as adhering to content restrictions or avoiding prohibited message types.

    And, as a non-TCR recommendation, remember, SMS messaging involves costs, including charges for message transmission and TCR registration fees.  
    • Review pricing with your telephony provider: Costs can vary based on the number type (short code, toll-free, or 10-DLC) and message volume.
    • Budget for compliance fees: As of the TCR requirement, there are additional fees associated with registering and maintaining compliance for your messaging campaigns.

    Following these steps can help ensure your business effectively and compliantly sends SMS messages while adhering to the new TCR regulations.

    Looking for a messaging partner or more? The CTPros team has the expertise to tailor communication solutions to your business’s specific needs. There’s nothing “out-of-the-box” about our solutions and our longstanding relationships with brands featured in the Gartner Magic Quadrant demonstrates that. 

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