Texting While Marketing? The Rules Have Changed

Texting has become one of the most accepted and widely used methods of communication in the world. According to recent data, upward of 27 billion texts are sent every day worldwide. In the U.S. alone, research shows that 81% of Americans regularly text, and in 2021 (the most recent year data is available for), approximately two trillion text messages were sent. It’s likely those numbers have only increased since then.
 
With numbers like this, it’s clear why more businesses have opted to move away from single-channel marketing and incorporate SMS marketing into their toolkit. SMS marketing, which is an opt-in form of marketing that sends messages to consumers via text message, has become a common way to send all sorts of customer communications, from promotions and discounts to surveys and announcements. And as consumers have become increasingly comfortable and willing to interact with businesses via text, it’s a valuable tool that—when used appropriately—should be a part of any multi-channel marketing plan. Interestingly, Gartner predicts that by 2025, “80% of customer service organizations will have abandoned native mobile apps in favor of messaging for a better customer experience.”
 
While SMS marketing has become a key piece of the marketing puzzle for many businesses, it’s important to note that changes have come regarding how text message marketing can be done moving forward. Registered businesses within the U.S. are now required to register for either a Low Volume Standard package or a Standard 10DLC package in order to continue utilizing text message marketing. A Low Volume Standard package is ideal for companies with a tax ID number that send fewer than 6,000 message segments per day. A Standard 10DLC package is for companies with a tax ID number that send more than 6,000 message segments (up to 200,000) per day.

As of July 5, gradual message blocking begins on any U.S.-bound message, and after August 31, any text from a non-registered business will be blocked by phone carriers. Registering may seem like a hassle, but continuing to have access to SMS marketing is crucial for communicating with customers in today’s technology-driven world. After all, this shift toward greater compliance aims to better protect your consumers (and potential consumers), and it further validates that these very same consumers can trust your business and your brand. 

To begin your registration application, click here. And if you’re interested in learning how to incorporate SMS into your communication strategies, let’s talk.