This article outlines the new rules implemented by mobile carriers regarding SMS Registration and Deliverability.
What has changed?
In 2020, the FCC changed the designation of SMS/Text Messaging from a telephony service to an internet service. The direct impact is that SMS/Text Messaging is no longer required to be delivered under the FCC telecommunication rules, but can be managed/controlled by the company that manages/owns the network: mobile carriers (AT&T, Verizon, T-Mobile, GoogleFi) and any other mobile provider.
On October 1, 2021, mobile carriers implemented a new SMS Registration process for business-to-consumer text messaging. That new process has impacted deliverability.
Mobile carriers can now determine what SMS/Text Messages to deliver to customers on their network/services. Mobile carriers determine all the rules related to this process.
What is the Registration Process that must be completed?
Each mobile carrier has its own registration process but there are common requirements in them all.
A company or brand must be defined and all SMS numbers used must be associated with that brand.
A company must provide examples of text messages that will be sent to consumers. Sending messages that greatly differ from these examples and contain mortgage terms and marketing may be blocked along with other messages from the same mobile number.
A company must adhere to consent/opt-out policies, privacy policies, and TCPA policy language on websites.
Failure to do any/all of these will result in SMS/Text Messages being blocked.
Is this new process unique to Insellerate or are all CRM/Marketing platforms under the same rules?
Any company that wants to conduct business-to-consumer SMS/Text Message marketing via software partners is under the same rules. All companies in the mortgage technology space that provide SMS/Text Messaging services will be required to complete the Registration Process and be subject to the Mobile Carrier Rules.
Why are carriers doing this?
Mobile carriers state the primary reason for the new rules is that this will protect consumers and limit spam SMS/Text Messaging. Additionally, carriers are now charging a “deliverability” fee on every SMS that goes through their network to cover the cost of the program. In the end, this will materially drive up carrier revenue as well.
Can I just get new SMS numbers?
No. Mobile carriers are also monitoring the replacement of numbers related to a brand and will block an entire branch if they detect companies are attempting to circumvent the rules.