A2P 10DLC Update 2025: A Mandatory Guide for Your Business Communication

With A2P 10DLC (Application-to-Person 10-Digit Long Code) becoming the standard for business texting in the U.S., staying compliant isn't just a good idea—it's now a mandatory requirement. We know many of our customers are using our robust system, including funnels and workflows, to build their businesses, and we want to make sure your entire communication strategy is set up for success with the latest regulations.

The most critical changes you need to be aware of revolve around how you collect consent from your customers and the new, more rigorous verification process. Carriers are cracking down to protect consumers from spam, which means a stricter process for proving that your contacts have truly opted in. This applies to every text message your system sends, from a single text in a workflow to a full-blown funnel sequence.

The Foundation of A2P: General Requirements

Before we dive into the latest changes, it's important to understand the two core pillars of A2P 10DLC: Brand Registration and Campaign Registration. All businesses—from large corporations to individual entrepreneurs—must complete these steps to legally send text messages.

1. Brand Registration

This is the "who" part of the equation. Your brand registration tells carriers who you are. This process establishes your business identity and credibility. The information must be accurate and verifiable.

• Who Can Register? All business types can register. This includes LLCs, corporations, and non-profits.

• What about Sole Proprietors? Yes, sole proprietors can also register for A2P 10DLC. However, the process and message limits may be different. If your business is a sole proprietorship and you have an Employer Identification Number (EIN), you will register as a Low-Volume or Standard brand. If you don't have an EIN, you can register as a "Sole Proprietor Brand." Be aware that this brand type often has more restrictive messaging limits, so if your system drives high volumes, it's worth considering getting an EIN and registering as a Low-Volume brand.

• Required Information: You will need to provide your legal business name, physical address, a Tax ID (such as an EIN), and contact information for an authorized representative.

2. Campaign Registration

This is the "what" and "why" of your messaging. A campaign is your specific use case for sending messages. Your business can and likely will have multiple campaigns to cover all its communication needs. You will need to register a separate campaign for each distinct purpose.

• Examples of Campaign Types:

• Marketing Campaign: For lead nurturing funnels and promotional messages.

• Customer Care Campaign: For two-way conversations and support.

• Notifications Campaign: For transactional messages like appointment reminders or order updates.

• Required Information: For each campaign, you must provide a detailed description of its purpose, at least two to five sample messages, and explain how you are obtaining customer consent (your opt-in method). It's crucial that your sample messages are realistic and accurately reflect the content you plan to send.

The Updated Opt-In Process: Two Checkboxes Are a Must

Now, let's get to the most important update for your funnels and workflows. A single, all-encompassing checkbox is no longer sufficient. Carriers are demanding granular consent, which means you need to separate permission for different message types. This new requirement is a critical step for maintaining compliance and deliverability across your entire system.

Here's a breakdown of the two required checkboxes for your opt-in forms:

1. Consent for Alerts and Notifications (Transactional)

This checkbox is for transactional, non-marketing messages. Your workflows may include things like:

• Form submission confirmations

• Two-factor authentication (2FA) codes

• Appointment confirmations or reminders for a demo call

• System notifications

• What to include: The checkbox should be accompanied by clear, explicit language stating the user is consenting to receive transactional SMS notifications and alerts. It must also include the required opt-out verbiage.

• Example Wording:

"I agree to receive automated SMS notifications and alerts from [Your Business Name] at the number provided. Reply HELP for help, and STOP to unsubscribe. Message frequency varies. Message and data rates may apply. For more information, please see our [link to Terms & Conditions] and [link to Privacy Policy]."

2. Consent for Marketing Messages

This is the most important checkbox for your marketing funnels and lead nurturing workflows. This is for any promotional content, lead nurturing, or messages designed to drive a sale.

• What to include: This checkbox must be distinct from the first and must not be pre-selected. The language should clearly state that the user is opting in to receive occasional marketing or promotional messages from your business.

• Example Wording:

"I would like to receive occasional marketing and promotional messages from [Your Business Name]."

A Comprehensive Checklist for Your Business

To ensure a smooth registration process and maintain high message deliverability, here are other critical components you need to have in place for your entire system:

• A Dedicated Opt-in Webpage: You must have a publicly accessible, verifiable web page that contains your opt-in form. This page should be easy for a third-party reviewer to access and must clearly display all the following compliance elements.

• Links to Legal Documents: Your opt-in form itself must contain a visible and active hyperlink to your website's Privacy Policy and Terms & Conditions. These links must be clear and easily accessible to the user before they submit the form.

• No Forced Opt-in: The phone number field itself must not be a required field for the user to submit a form. Carriers require that the user provides their phone number and consents to receiving messages without being forced to in order to get something else (e.g., a lead magnet, a demo, or a quote). You can require other fields like a name or email, but not the phone number.

• Website Compliance: Your website must have a publicly available and up-to-date Privacy Policy and Terms of Service. These documents should specifically mention your SMS program and explain how user data is handled.

• Proof of Consent: Be prepared to document and provide proof of how you are collecting consent for every message type. This is why having a compliant opt-in form on your website is so important.

• Opt-Out Functionality: Every message your system sends, whether transactional or marketing, must include clear and prominent opt-out instructions (e.g., "Reply STOP to unsubscribe"). Carriers will block messages that don't have this.

• Consistent Messaging: Your registered campaign description and sample messages must align with the content your funnels and workflows actually send. Deviating from your registered use case can lead to messages being filtered or blocked.

Here's a good example of a compliant opt-in form:

By following these updated guidelines, you're not only complying with A2P 10DLC regulations but also building a better, more trusted experience for your customers. Taking these steps now will help you avoid message filtering, fines, and service interruptions, ensuring your business communication remains effective.