Mobile carriers in the United States and Canada have implemented a new set of rules that may impact SMS/MMS messages sent from your Zoom Phone or Zoom Contact Center client. This page explains how mobile carriers are enforcing these new messaging rules.
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As SMS/MMS messaging has become more popular, spam messaging has proliferated and scammers have exploited it to take advantage of mobile phone users. In response to user complaints about unwanted messages, mobile carriers in the US (AT&T, Verizon Wireless, T-Mobile, US Cellular, and others) are imposing registration requirements on messages sent via application-based services, like Zoom Phone and Zoom Contact Center. Carriers are doing so by classifying all such messaging as 10DLC application-to-person (A2P). 10DLC or 10-Digit Long Code refers to a standard approved by mobile carriers as a reliable channel for messaging via ten-digit phone numbers.
What this means for users of application-based messaging services is that they must register any messaging sent to recipients on the mobile carriers’ networks. Failure to register may result in mobile carriers imposing increased costs or messages being blocked. Mobile carriers have agreed to use The Campaign Registry (TCR), a third-party organization, to register customers so that they may send trusted SMS/MMS messages across the mobile carriers’ networks.
Zoom and other providers of application-based messaging services are taking steps to facilitate their customers’ registration with TCR to allow them to use messaging services to contact mobile phone users.
By registering, companies (in this case Zoom customers) that send SMS/MMS messages to mobile carriers’ subscribers can prove that they are a legitimate business and also share the types of messages they will be sending. Registration is designed to help mobile carriers more readily identify bad actors and prevent them from sending spam or other unwanted content to mobile subscribers.
The first step in the registration process is to register your Brand.
A Brand is what ties your business's information to TCR. To register as a Brand, TCR requires that you provide contact information, specify your entity type (for instance, publicly traded, private or non-profit), and submit other basic business information. TCR will vet your business with the mobile carriers, and Zoom will attach your Brand to your account. This Brand builds trust between the Zoom customer, the mobile carriers, and their subscribers.
The next and final step in the registration process is to register your Campaign.
Once a Brand is created, Zoom Phone admins will be able to create a Campaign. A Campaign defines the type of messaging you will be sending. To create a Campaign, you must provide information about the types of messaging (for instance, account information, customer care, or marketing) and an example of what will be sent to mobile subscribers. This allows the mobile carriers to be aware of what types of messaging will be being sent to their customers. Once a Campaign has been created, Zoom will associate it with the Zoom Phone or Zoom Contact Center numbers that will be used to send messaging.
To allow our customers to comply with the registration, Zoom has built a solution that will allow admin users to create a Brand and a Campaign, and assign the Campaign to the phone numbers that are being used for SMS/MMS messaging. Please also note that any SMS or MMS messages sent via Zoom services must comply with the Zoom Phone and Contact Center Messaging Policy and the Acceptable Use Policy.
Follow these instructions to create a Brand and a Campaign.
"Call To Action” corresponds to the opt-in mechanism that you are asked to provide during your registration. In the registration flow, you can find this under Opt-in to SMS Messaging - How are you gathering consent to send SMS/MMS?
You must select at least one option here and provide a detailed description. This description should describe how a customer provides their permission to your organization to send them an SMS. Often, campaigns get rejected as the information provided is inadequate. So it is highly recommended to include a step-by-step description.
If you are using your website to collect information, please provide where the customer provides their phone numbers e.g. contact form. Please also include any disclaimers that you have on the contact form when collecting phone numbers.
The key thing is to describe in detail how you are gaining permission from your customers to send them SMS, whichever mechanism you choose. If sufficient detail is not provided, your campaign is very likely to be rejected
Opt-in Via Website
There are various ways to provide consent via a website. Here are some examples illustrating a number of options.
Example 1: When the user signs up for an account, the user must first enter their phone number. A 2FA message is sent to validate that phone number. After that, they are asked if they wish to receive account notification messages sent to the provided (and validated) phone number.
Example 2: The user fills out a form on the website where they can consent to receive notification messages. There is also a box they can check to receive product updates and/or marketing messages.
Example 3: The user fills in their phone number on a web form and consents to receive updates for any new opportunities.
Example 4: Under the “Contact Us” website option, there is a form to fill out to get more information. The user’s phone number is requested. Additionally, there is a checkbox that the user may check to receive information via SMS message.
Example 5: When a consumer uses our online form to make an appointment, they are asked if they would like SMS appointment reminders sent to their phone. If they check the box, YES, then appointment reminders will be sent.
Opt-in Via Email
Example 1: In our weekly marketing emails, we include a button that asks consumers if they would like to receive targeted information about upcoming sales via SMS. If they consent, then no more than twice weekly messages are sent.
Example 2: In our account validation email, we offer the consumer a button to opt-in for SMS messages. If the consumer consents, messages will be sent for shipping and product updates.
Opt-in Via Verbal Consent (including Voice Calls)
Example 1: While on the phone with the user, the agent asks the customer to confirm if they wish to receive additional information via SMS. If the user agrees, the information is sent.
Example 2: When a consumer requests directions via a phone call, we ask if it is okay to send them an SMS message with directions to our shop. Additionally, when consumers call us for an appointment, we ask if they would like to receive appointment reminders via SMS.
Example 3: We will ask the recipient if they would like shipping updates via SMS. If they say they would, all subsequent shipping notifications are sent via SMS.
Example 4: When a consumer is checking out of our practice, we ask if we can send follow-up appointment reminders via SMS. If they consent, we get their phone number and send a welcome message noting that subsequent appointment reminders will be sent.
Example 5: When a consumer checks out, we ask if we can send them follow-up notifications via SMS.
Example 6: Consumers provide their consent to the agent at the end of the call, agreeing to receive a customer satisfaction survey via SMS.
Opt-in Via Inbound SMS
Example 1: The customer can reach out to us via SMS (the phone number to text is on the website). We’ll send back a welcome message which notes that they will now receive updates via SMS.
Example 2: Employees may opt into messaging by texting the keyword START to a posted number on a bulletin board. The bulletin board post also contains additional information about the SMS notifications they will be receiving. There is also a welcome message after they send the START keyword.
A disclaimer is needed to advise your end customer that you are going to be using their phone number to send them an SMS. Often on Web contact forms, organizations make it mandatory to submit their phone numbers. If your website has the phone number as a mandatory field, you must have a disclaimer below the contact form indicating that you will use the phone number to contact the customer via SMS
Example 2: By providing a telephone number and submitting the form you are consenting to be contacted by SMS text message. Message & data rates may apply. Reply STOP to opt out of further messaging.
Example 3: Disclaimer: By providing my contact information to [YOUR BRAND NAME], I acknowledge and give my explicit consent to be contacted via SMS and receive emails for various purposes, which may include marketing and promotional content. Message and data rates may apply. Reply STOP to opt out.
It is also an option to provide a checkbox with a short consent so that users can explicitly opt-in to receive messages from your brand.
Example 4: By checking this box, I consent to receive SMS messages. I understand that Message and data rates may apply and that I may reply STOP to opt out of future messaging.
Example 5: I consent to receiving text messages. Message and Data Rates may apply.
Here’s a very complete SMS Disclosure: