Text messaging, like all digital media and communication, is an ever-evolving field. Best practices may change over time, but so can rules and regulations. This has been particularly evident in the United States over the last few years, where new mobile carrier rules went into effect in 2022 for any application-to-person (A2P) texts sent within the country. Carriers initiated these rules in an effort to reduce spammers, scammers, and “smishers” (SMS phishing). These issues are not only problematic for consumers but also cost companies millions of dollars each year. The rules affect those using 10-digit long codes (10DLC) for business texting, which constitutes the majority of businesses. While the 10DLC regulations were introduced in 2022, they were not widely enforced until 2023. Now, in 2024, they are mandatory and well enforced.
1. Refrain from Utilizing Shortened or Unbranded URLs
One of the most pressing issues that business text messaging faces today is the use of shortened URLs in text messages. Historically, URL shorteners were seen as a useful way for digital marketers to save space and track engagement. However, this once-beneficial tool has now become a significant liability. The problem lies in how these shortened links are perceived by carriers and spam filters. Shortened URLs, unless they include the base of a company’s URL, are often flagged as potential threats or spam. This flagging can lead to the blockage of entire messages, disrupting a business’s communication with its intended recipients.
To mitigate this risk, it’s essential to ensure that URLs still visibly carry the brand name, even if they are shortened. For instance, instead of converting a comprehensive URL like www.bestplumbers.com/newcustomersignup/2024 into a generic short link, it’s better to have it appear as bestplumbers.com/new24. This alternative not only saves on character count but also retains the brand identity, making it easily recognizable and less likely to be flagged as spam.
Several companies offer link shortening services while maintaining branded links, which are easily recognized and traced back to the company. Although these services come with a small fee, the benefits often outweigh the costs, as they significantly reduce the risk of message blockage. This need to use branded URLs becomes even more critical in fields such as mechanical contracting, where confirming customer appointment times and sending service reminders are crucial. As simple as it may seem, avoiding unbranded or overly shortened URLs can be the difference between successful communication and lost business opportunities.
2. Avoid Modifying Text Content Post-Approval
Another critical error that businesses often make is altering the content of their text messages after submitting them for approval but before the scheduled text send. The approval process ensures compliance with regulatory guidelines and carrier policies, and it’s designed to vet message content for any potential issues. However, organizations frequently make last-minute tweaks or updates to the text content, thinking it’s a minor change that won’t matter. Unfortunately, these seemingly minor adjustments can inadvertently lead to compliance issues.
When text message content changes, it may no longer adhere to the original approval parameters, causing the message to be flagged or blocked by carriers. It’s imperative to finalize message content thoroughly before submission for approval. Should circumstances change internally and the content of a pre-approved message needs to be updated, the safest approach is to delete the existing campaign and submit a new one from scratch. Although this step might seem cumbersome and time-consuming, it’s essential to avoid noncompliance.
Making last-minute changes might seem like a way to stay agile and responsive, but it carries significant risks in terms of message delivery. Even minor modifications can render the initial approval invalid. Therefore, businesses must allocate ample time for planning and approval processes, ensuring that the final message content is both compliant and effective. The extra precaution ultimately saves time and money and ensures uninterrupted communication, especially in industries heavily reliant on timely updates like construction or customer service. All businesses need a stringent content approval process to keep their SMS campaigns on track and compliant.
3. Publish a Clear and Accessible Privacy Policy on the Company Website
One common mistake businesses make is altering the content of their text messages after they’ve been approved but before they’re sent. The approval process is crucial for ensuring that messages comply with regulatory guidelines and carrier policies. It thoroughly vets the content for potential issues. However, organizations often think that making last-minute tweaks is harmless, believing minor changes won’t cause problems. This is a misconception, as even small adjustments can lead to significant compliance issues.
When the content of a text message is changed, it may no longer meet the initial approval parameters, causing it to be flagged or blocked by carriers. Therefore, it is vital to finalize the message content before seeking approval. If changes are necessary after approval, the safest course of action is to cancel the existing campaign and submit a new one. While this might seem cumbersome, it’s crucial to avoid noncompliance penalties.
Making last-minute changes may appear to increase agility and responsiveness but can severely jeopardize message delivery. Even minimal modifications can invalidate the initial approval. Thus, businesses must allocate sufficient time for planning and the approval process to ensure the final content is compliant and effective. Taking this extra precaution saves time and money and ensures smooth communication, especially in sectors that depend on timeliness, such as construction or customer service. Every business needs a rigorous content approval process to keep SMS campaigns effective and compliant.
