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8x8 Support

10 DLC 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.

U.S. wireless service providers now require that all SMS/MMS messages that 1) originate from a business and 2) terminate to the U.S. wireless service providers’ subscribers must be managed as application-to-person (A2P) messages. The stated reason for this change by the U.S. wireless service providers is to control unwanted messages.

Traditionally the A2P classification only applied to marketing, two-factor authentication, group notification, or other one-to-many messaging use cases, and not the one-to-one (P2P) conversational messaging over SMS/MMS that is supported by 8x8 Work.

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Important:

If your business is not registered with The Campaign Registry, SMS/MMS traffic could be potentially blocked at the carrier level. Please see below for further details about registration.

Applies To

  • 8x8 Work
  • SMS / MMS Messaging
  • US & Canada
  • 10DLC (10 Digit Long Code)
  • 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 SMS marketers.

Why do I need to register my business numbers (10DLC’s) 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 costs that 8x8 might have to pass to you due to your unregistered campaigns.

What are P2P and A2P, and why do they matter?

P2P and A2P are industry classifications of SMS messages:

  • P2P means Person to Person, and is typically defined as conversational messages sent between people.
  • A2P means Application to Person, and is typically defined as messages originating from an application rather than a person. These types of messages include multi-factor authentication messages and other codes typically sent from an automated business-related service.

U.S. wireless service providers are requiring that business-related SMS messages be sent as A2P messages rather than P2P, as part of their effort to control the flow of unwanted messages sent to their wireless subscribers.

To comply with wireless service provider mandates, all SMS traffic originating from 8x8 Work for Desktop and 8x8 Work for Mobile is now marked as A2P.

Is there a cost involved with registration?

Registration with The Campaign Registry is not free, so normally 8x8 customers would be required to register their SMS/MMS campaigns.

At this time 8x8 will register customers on their behalf, so initially these costs will not be passed on. However, please note that we are still reviewing the impact of these new costs and may need to change that position at a later date.

How do I opt in to the SMS registration process?

To opt in to the SMS registration process, customers must submit their company information via this webform:

You'll need to enter the following information:

  • Primary Contact Name**
  • Primary Contact Email**
  • Phone (This is for contact information only. Individual numbers for the SMS service are not required)
  • Legal Company Name*
  • EIN/Tax ID*
  • Company Address (street, city, state, and zip code)*
  • Type of Company*
  • Doing Business As (DBA)
  • Website URL
  • Stock Symbol (If applicable)
  • Stock Exchange (If applicable)

* Denotes a field as required. 

** Primary contact should be someone that we can contact for clarification if any of the information provided is returned as unverifiable.

Can I opt out of the registration process?

Customers cannot opt out of Campaign registration. Unregistered phone numbers sending SMS/MMS via 8x8 will risk non-delivery of their messages and potential carrier-imposed costs that 8x8 will pass down to the customer.

Do I need to do anything?

Customers must complete the Text Message Campaign Registry webform with the following information, so we can register their company and campaign with The Campaign Registry:

  • Primary Contact Name**
  • Primary Contact Email**
  • Phone (This is for contact information only. Individual numbers for the SMS service are not required)
  • Legal Company Name*
  • EIN/Tax ID*
  • Company Address (street, city, state, and zip code)*
  • Type of Company*
  • Doing Business As (DBA)
  • Website URL
  • Stock Symbol (If applicable)
  • Stock Exchange (If applicable)

* Denotes a field as required. 

** Primary contact should be someone that we can contact for clarification if any of the information provided is returned as unverifiable.

 

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