Introduction
With 10DLC regulations in place, businesses now have clear guidelines for sending SMS messages to U.S. customers. However, there are pitfalls that can lead to penalties or restricted messaging capabilities if 10DLC guidelines aren’t followed. Here are the most common compliance pitfalls in SMS marketing and how to avoid them for a smooth, effective 10DLC experience.
Common 10DLC Compliance Pitfalls
- Failing to Register Campaigns and Brand: 10DLC requires both brand and campaign registration. Without this, messages may get flagged as spam, reducing delivery rates. Ensure your brand registration details are accurate and that each campaign is registered under the appropriate category (such as customer service or promotional alerts).
- Excessive Messaging: Sending messages too frequently can lead to high opt-out rates or complaints, which can impact your trust score. Respect customer boundaries and avoid bombarding them with messages. Aim for 2–4 messages per month, unless they have explicitly opted into more frequent notifications.
- Non-Compliant Language: Certain words or phrases can trigger spam filters. Avoid using overly promotional language, excessive capital letters, or multiple links in one message. Compliant messaging should be clear, concise, and free from gimmicky language.
Best Practices for Compliance
- Provide Transparency: Customers appreciate honesty, so include your brand name and purpose in messages. If you’re offering a sale, be upfront. Clear messaging helps avoid confusion and reduces complaints.
- Make Opt-Out Easy: An essential compliance requirement is including a clear opt-out option in every message. Simple keywords like “STOP” should immediately unsubscribe the recipient, following standard 10DLC compliance rules.
- Test Messages Before Launch: Running tests ensures your messages are working as intended and comply with carrier regulations. You’ll be able to confirm delivery rates and identify any issues with formatting or content before it reaches your customers.