SMS Registration and Deliverability Overview

This article outlines the new rules implemented by mobile carriers regarding SMS Registration and Deliverability.

What has changed?

In 2020, the FCC changed the SMS/Text messaging designation 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.

What is the Registration Process that must be completed?

Each mobile carrier has its own registration process but there are common requirements among them

1. A company or brand must be defined and all SMS numbers used must be associated with that brand.

2. 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.

3. A company must adhere to consent/opt-out policies, privacy policies, and TCPA policy language on websites.

4. A company must provide its Tax ID number.

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.

SMS Monthly Campaign Pass-Through Cost

As of January 1, 2023, carriers require a monthly SMS registration fee per company. Insellerate will pass this through to customers and you will see this on subsequent invoices. Carriers reserve the right to change this fee and any changes will be reflected in future invoices. This is required for your SMS phone numbers to remain on the approved carrier registration lists. This is not a cost Insellerate has any control over, but it is necessary to ensure higher SMS deliverability via the primary wireless carriers (AT&T, Verizon, and T-Mobile). If you have any questions, don't hesitate to contact your Customer Success Manager.

Best Practices

The following words, phrases, and/or styles should be avoided for the best delivery.

• Rates

• Dollar amounts

• Mortgage

• Loan

• Student loan debt

• Student debt forgiveness

• Debt

• Debt forgiveness

• Giveaway

• Prize

• Gift card

• Free

• Messaging in ALL CAPS

• Anything related to sex, hate, tobacco, firearms, alcohol, and cannabis

• Anything implying that you do not already have consent

• Shortened URLs (example, Bitly)

Note: End-user complaints also have a big impact outside of the automatic filters in place that are designed to reduce complaints by consumers.