US and Canadian mobile operators have recently enforced mandatory 10DLC registration if organizations are using SMS capabilities on local numbers with cloud platforms like Zoom. This is a paradigm shift from how SMS worked previously. The objective of this initiative is to introduce more trust into SMS communication originating from an organization and prevent the end consumer from receiving spam messages. With the introduction of 10DLC, there are terms used that can be confusing when setting up your account. The glossary below will help clarify some of the terms that are used frequently in the context of 10 DLC registration.

 

• 10DLC Brand: Brand refers to the identity of the organization that is sending the SMS and who you are. Creating and verifying your 10DLC brand gives mobile operators the confidence that the sender is legitimate.

 

• 10DLC Campaign: While Brand informs about who you are as a business, the 10DLC campaign is all about informing how you are using SMS on your business numbers. You may be using SMS to communicate with your stakeholders (customers, suppliers, etc), or for reminders and notifications. The word campaign when it comes to 10DLC is NOT tied to a marketing or sales campaign, it is how you are using the numbers assigned to the campaign. We are defaulting the campaign type to “Low Volume Mixed” which encompasses many of the commonly prevalent use cases. Example: You have sales reps that need to send messages to their clients. This is not a sales or marketing campaign. When you set up your campaign, you will describe that the numbers that are assigned to the campaign are being used to reach out to customers of your business. For the majority of customers, 1 campaign will handle all of their numbers on the account.

 

• Consent: As a business communicating with a consumer, you must get their permission or consent to send them messages. This is required even if you are using SMS as a conversational tool because you are contacting the consumer with a business identity meaning your business phone numbers from Zoom. There are several ways of gathering consent but the most basic form of consent is verbal consent. This is an acceptable option and Zoom supports this. When an individual gives an organization their phone number for sending messages, that verbal interaction can actually be deemed as verbal consent.

 

• Opt-in and Opt-Out: An end user receiving an SMS from a business must be offered the option of opting out of receiving messages. This is to protect them from spam and scam messaging. The end users can send the word STOP to opt out of messages originating from Zoom Phone. It is the responsibility of the organization to inform the end user that this option is available to them. This can be done by providing sample messages from the 10DLC registration page.