SMS Campaign Registration and Impact
Overview
Critical changes are taking place regarding 8x8's SMS/MMS messaging service via Work for Desktop and Work for Mobile applications in the US and Canada.
US wireless service providers now require that all SMS/MMS messages that 1) originate from a business and 2) terminate to the US wireless service providers’ subscribers must be managed as application-to-person (A2P) messages. The stated reason for this change by the US wireless service providers is to control unwanted messages.
Important:
- As of March 31, 2023, businesses using SMS must have a valid SMS campaign registered with The Campaign Registry. Unregistered SMS/MMS is no longer supported. Please see below for further details about registration.
- AT&T and Verizon have both announced that beginning September 20, 2023, they will no longer allow unregistered MMS messages in their platform. This only impacts MMS and not SMS. We encourage all customers to make sure that all of their phone numbers are assigned to a properly registered SMS campaign, as carriers might expand blocking unregistered traffic at any time.
Instant Messaging (IM) vs SMS:
8x8 Work has a built-in instant messaging (IM) feature designed to allow users of 8x8 Work on the same 8x8 service to chat directly with each other.
Even though this IM feature uses the same Messages interface as SMS messages do in 8x8 Work, IM is not SMS. If you only use IM internal to your company, and do not send SMS messages to mobile phone subscribers, SMS campaign registration is not required in your case.
Applies To
- 8x8 Work
- SMS / MMS Messaging
- US & Canada
- The Campaign Registry
Questions and Answers
What does this mean?
This change by U.S. wireless service providers means that we need to register our customers' Brand and Campaigns with The Campaign Registry, and then associate their SMS/MMS enabled phone numbers (10DLC’s) with those campaigns.
What is a campaign?
A campaign is basically a collection of information used to identify customer use case and CTIA guideline compliance for wireless service provider evaluation. A campaign requires details such as SMS/MMS message examples and business phone numbers.
The Cellular Telecommunications Industry Association (CTIA) is a trade organization for US-based wireless service providers that creates guidelines for the SMS ecosystem.
For more information please see CTIA Messaging Principles & Best Practices.
Why do I need to register my business numbers with campaigns?
By registering, you validate your company to the United States messaging ecosystem, which will:
- Ensure your messages get delivered to your users and customers.
- Avoid potential disruption to your business operations with messages being blocked by US carriers.
- Avoid any potential carrier-imposed fines that 8x8 might have to pass to you due to your unregistered usage.
IMPORTANT: As of Mar 31, 2023 carriers no longer support unregistered SMS/MMS traffic.
Is there a cost involved with registration?
Yes, there is both a one-time registration fee and monthly campaign maintenance fees:
- 8x8 customers will be responsible only for the one-time registration fee of $89 USD (or CA$121) plus applicable taxes at the time of registering their SMS campaigns.
- 8x8 will absorb the monthly campaign maintenance fees, so this will not appear on your bill.
For SMS Campaigns registered on or before September of 2023:
The $89 USD fee will show up as a billing adjustment in your next bill.
For SMS Campaigns registered after September of 2023:
The $89 USD fee (plus applicable taxes) will appear in a separate order invoice:
For Canadian customers, the CA$121 fee (plus applicable taxes) will also appear in a separate order invoice:
How do I complete the SMS registration process?
As of February 15, 2023, administrators have the capability to complete SMS Campaign Registration using a fully automated self-service web form in 8x8 Admin Console.
You must first register a campaign. Once that campaign is fully verified, you must then enable SMS for your users and assign them to the campaign.
Follow these instructions in this order, located in the following Knowledge Base articles:
- SMS Campaign Registration: Admin Console Configuration
- SMS Campaign Registration: How to assign an SMS Campaign to a phone number
See the following articles for further guidance with completing your registration form, as well as information concerning the content of your SMS messages permitted by the US wireless service carriers:
- SMS Campaign Registration: SMS Usage and Content Policies
- SMS Campaign Registration: Brand verification rejected due to incorrect business Tax information
IMPORTANT: The assignment of your campaign to user phone numbers is a critical, required step. You must complete this process to make SMS work for your users.
Can I opt out of the registration process?
Customers cannot opt out of SMS Campaign registration. Unregistered phone numbers will no longer receive SMS technical support after March 31, 2023, and could be blocked at any time by US wireless carriers.
In order to make sure that your users can continue to send SMS:
- Make sure to complete the SMS Registration process.
- And assign your verified campaign to all phone numbers that need to continue to use SMS.