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 carriers AT&T, Verizon, T-Mobile, US Cellular now require that all SMS/MMS messages that 1) originate from a business and 2) terminate to the U.S. wireless carriers’ subscribers must be managed as application-to-person (A2P) messages. The stated reason for this change by the U.S. wireless carriers 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.
- 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 carriers 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 compliance for wireless carrier evaluation. A campaign requires details such as SMS/MMS message examples and business phone numbers.
Why do I need to register my business numbers (10DLC’s) with campaigns?
This is effectively a wireless carrier mandate (not 8x8). The industry has been working for years to find ways to support the use of local phone numbers to deliver high-volume A2P messaging traffic to mobile subscribers.
So as stated above, wireless carriers have decided to require registration and payment of additional fees for increasing their messaging throughput caps for campaigns that should be granted a higher messaging class. These carriers also require the use of The Campaign Registry in order to capture additional information on A2P message senders, and what kind of traffic is being sent to their mobile subscribers.
The Campaign Registry enables SMS messaging service providers such as 8x8 to register 10DLC campaigns on behalf of the customers they work with.
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.
The U.S. wireless carriers mentioned above 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 carrier 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.
Can I opt out of the registration process?
Customers can opt out of SMS registration by contacting 8x8, although we do not recommend this course of action.
If you wish to opt out of the SMS registration process, please follow instructions in the article linked below to open a new 8x8 Support case.
What if I opt out of the registration process?
Unregistered A2P traffic may lead to messages being blocked by wireless carriers and incurring higher charges and fees.
Customers who choose not to register their campaigns, but would still like to utilize 10DLC routes, will automatically be assigned with the lowest throughput by wireless carriers (not 8x8), though they will still be able to send traffic. AT&T has stated that it plans to block messages that come from a phone number without a campaign assigned, so ultimately you could see your service disrupted.
Additionally, all traffic can potentially be blocked if one bad actor violates a carrier's code of conduct for A2P, so it's important that we uniquely identify customer numbers with a campaign, essentially lifting your traffic out of the unregistered pool of numbers.
Do I need to do anything?
At this time there is nothing that 8x8 customers need to do. As stated above, initially 8x8 will take care of the registration process on your behalf.