SMS Brand Registry Requirement: What You Need to Know

On March 31, 2023, a new SMS requirement from the mobile carriers went into effect that will impact all businesses sending SMS texts from standard, 10-digit long code numbers. This requires that businesses register their brands, their phone numbers, and information regarding their SMS text campaigns with their chosen campaign service provider (CSP). These new registration requirements will apply to all messages, even informational messages. This means that businesses sending texts for appointment reminders, order confirmations, or other non-marketing purposes must also register.

To help companies comply with the process, mobile carriers collectively authorized The Campaign Registry (TCR) to house a centralized registration database. This requirement gives mobile carriers the authority to block numbers from their network if companies do not comply.

The actual registration is a straightforward process that can be completed online at TCR’s website (see link below). While some CSPs offer registration through their own internal platform, it is still possible for companies to register directly on the TCR website.

During registration, businesses will be asked to provide basic information about their company, including the name, address, and contact information. The TCR registration also requires businesses to first create a “brand,” and then specific campaigns. Once these are established, businesses can assign 10-digit numbers to the campaign from which the texts will be sent. Importantly, the TCR will be requiring businesses to state how they are receiving consent from the text recipients, how customers can opt-out and receive help, and samples of texts that will be sent (if applicable).

Registration includes a one-time setup fee, in addition to monthly campaign fees. If companies do not register their brand/campaign(s)/number(s) with the TCR, they may experience blocking of messages, suspension from a mobile carrier’s network, termination of service, and/or fines. The potential fine amount and severity of the penalty would depend on the conditions in question and the frequency of violations.

The goal of the TCR is to help reduce the number of spam texts that consumers receive, and to ensure that businesses are being held accountable for the texts they are sending. Ultimately, once businesses have registered, they should see better delivery rates as they will be known and trusted by carriers.

While the registration approval process timeline varies, it is recommended that companies start registering as soon as possible to avoid having any of their texts blocked by mobile carriers.

For more information and to begin the registration process, visit https://www.campaignregistry.com/.

If you have any questions regarding the new TCR registration requirements, the TCPA, do not call lists, or any other marketing regulations, contact us at connect@compliancepoint.com.