Nextgen Solutions - No Background - wide - 01-01

Business SMS: Marketing, Compliance, and Best Practices

Business SMS: Marketing, Compliance, and 10DLC Best Practices

Text messaging is one of the most effective ways to communicate with customers, patients, employees, and business contacts. To maintain high delivery rates and comply with carrier requirements, businesses must follow messaging regulations, industry best practices, and 10DLC registration requirements.

This guide provides an overview of compliance requirements, consent standards, 10DLC registration, and best practices for using Business SMS responsibly and effectively.

What is 10DLC?

10DLC (10-Digit Long Code) is the carrier-approved framework used for business text messaging in the United States. It allows businesses to send text messages from standard local phone numbers while helping carriers identify legitimate business traffic.

To use Business SMS, organizations must complete Brand and Campaign Registration through The Campaign Registry (TCR).

This process helps carriers:

  • Verify the identity of your business.
  • Understand the types of messages you intend to send.
  • Reduce spam and fraudulent messaging.
  • Improve message deliverability.

10DLC Registration and Carrier Compliance

Before Business SMS service can be activated, organizations must complete Brand and Campaign Registration.

Your approved campaign registration determines the types of messages your organization is permitted to send.

Examples of approved campaign types include:

  • Customer Care Communications
  • Appointment Reminders
  • Account Notifications
  • Staff Communications
  • Marketing and Promotional Messages

Messages sent outside of your approved campaign type may be blocked, filtered, or rejected by wireless carriers.

If your messaging needs change over time, please contact Nextgen Solutions to discuss updating your campaign registration.

Understanding Consent

Consent is one of the most important requirements for business text messaging.

Before sending automated or recurring messages, recipients should provide permission to receive communications from your organization.

As part of your 10DLC registration, your organization is required to document how recipients provide consent.

Examples of Acceptable Consent Methods

  • Website contact forms
  • Appointment scheduling forms
  • Paper registration forms
  • Customer agreements
  • Membership applications
  • Keyword-based opt-in programs

Your organization should maintain records of consent and be prepared to provide documentation if requested by carriers, regulators, or service providers.

Transactional vs. Marketing Messages

Transactional Messages

Transactional messages are directly related to an existing customer interaction or business relationship.

Examples include:

  • Appointment reminders
  • Schedule changes
  • Service notifications
  • Account alerts
  • Support communications
  • Order updates

Marketing Messages

Marketing messages promote products, services, events, or special offers.

Examples include:

  • Promotional offers
  • Discount announcements
  • Marketing campaigns
  • Newsletters
  • Special event promotions

Marketing messages typically require additional consent and may require a specific campaign registration type.

Managing Opt-Out Requests

Business SMS automatically processes industry-standard opt-out requests.

When a recipient sends any of the following keywords, they will automatically be marked as opted out:

  • STOP
  • END
  • QUIT
  • CANCEL
  • UNSUBSCRIBE

Recipients may opt back in by sending:

  • START
  • UNSTOP

Organizations should never attempt to bypass or ignore opt-out requests.

Using Compliance Footers

When sending blasts, drip campaigns, or other automated communications, it is recommended that messages clearly identify your organization and provide opt-out instructions.

Recommended Footer Example

Buehler Wellness: You are receiving this message because you requested communication from our office. Reply STOP to unsubscribe.

Providing clear identification and unsubscribe instructions helps improve trust and carrier compliance.

Message Content Best Practices

Recipients are more likely to engage with messages that are concise, relevant, and professional.

Recommended

  • Clearly identify your organization.
  • State the purpose of the message.
  • Use proper grammar and spelling.
  • Provide useful information.
  • Include a call to action when appropriate.

Avoid

  • Excessive capitalization.
  • Misleading language.
  • Repeated promotional messages.
  • Unnecessary links.
  • Spam-like content.

Using Links in Messages

Links can be a useful way to direct recipients to additional information.

When including links:

  • Use full URLs whenever possible.
  • Avoid public URL shortening services.
  • Ensure linked websites are secure.
  • Explain the purpose of the link.

Carrier networks often filter messages that contain suspicious or heavily shortened URLs.

Avoid Sensitive Information

Text messaging should not be used to transmit highly sensitive or regulated information.

Avoid sending:

  • Passwords
  • Social Security Numbers
  • Financial account information
  • Protected Health Information (PHI)
  • Credit card numbers
  • Personal identification numbers

If sensitive information must be exchanged, direct recipients to a secure communication method.

Managing Contact Lists Responsibly

  • Maintain accurate contact records.
  • Remove outdated contacts regularly.
  • Verify consent before sending marketing messages.
  • Honor unsubscribe requests immediately.
  • Keep contact information current.

Common Reasons Messages Are Filtered

Wireless carriers actively monitor business messaging traffic.

Messages may be filtered or blocked for the following reasons:

  • Sending messages without recipient consent.
  • Sending content outside your registered campaign type.
  • High opt-out rates.
  • Spam-like language.
  • Misleading content.
  • Excessive messaging frequency.
  • Use of prohibited content.

Prohibited Content

Carriers prohibit certain categories of messaging regardless of registration status.

Examples include:

  • Illegal products or services
  • Fraudulent or deceptive offers
  • Hate speech
  • Sexually explicit content
  • Unapproved gambling promotions
  • Certain regulated substances

If you are unsure whether a campaign complies with carrier requirements, contact Nextgen Solutions before sending messages.

General Best Practices

  • Only text recipients who expect to hear from you.
  • Provide value with every message.
  • Maintain professional communication standards.
  • Review campaigns before sending.
  • Monitor engagement and opt-out rates.
  • Keep your 10DLC registration information accurate and up to date.

Need Help?

If you have questions regarding Business SMS compliance, 10DLC registration, consent requirements, or campaign setup, please contact Nextgen Solutions support.