23.1 A2P 10DLC Registration (Mandatory for US Local SMS)

What it is & Why it's Mandatory:

  • If your agency sends business SMS or MMS messages (including automated follow-ups, property alerts, appointment reminders, marketing texts) from a standard 10-digit US local phone number (10DLC, like +1-555-123-4567 obtained via LC Phone) to recipients with US phone numbers, you MUST complete Application-to-Person (A2P) 10DLC registration.
  • This is a system mandated by US mobile carriers (AT&T, T-Mobile, Verizon, etc.) to verify the identity of businesses sending texts and the purpose of their messaging (Use Case).
  • Goal: Combat spam and ensure legitimate business messages are delivered reliably.
  • Consequence of Non-Registration: Unregistered A2P SMS traffic from 10DLC numbers is subject to heavy filtering and blocking by carriers. Your messages likely will not be delivered consistently, if at all. Registration also typically grants higher messaging throughput (sending speed).

Where to Manage:

Settings → Phone Numbers → Trust Center → A2P Registration for 10DLC. (The Close Agency may assist with or handle parts of this process, but understanding the requirements is crucial).

Two-Step Registration Process:

  1. Step 1: Brand Registration (Verify Your Business Identity)
    • Goal: Register your agency's legal entity with The Campaign Registry (TCR), the central body managing A2P registration.
    • Information Needed (CRUCIAL - Must be EXACT):
      • Legal Business Name: As registered with government/tax authorities (e.g., EXACT name on your EIN confirmation or LLC registration).
      • Business Type: LLC, S-Corp, Sole Proprietorship, etc.
      • Tax ID/EIN: Your valid Employer Identification Number. Verification heavily relies on this matching official records. (Sole Props without EIN face challenges; obtaining one is often recommended for A2P).
      • Registered Business Physical Address: Must match official records (P.O. Boxes generally not accepted).
      • Agency Website URL.
      • Industry/Vertical: Real Estate.
      • Authorized Contact Person details.
    • Submitting: Fill out the Brand Registration form within the Trust Center accurately using the information from Settings > Business Profile (ensure that section is correct first!). Select Brand Type (usually Standard if you have an EIN).
    • Approval: TCR attempts to automatically verify your Brand against business databases. Approval can take minutes to days. Monitor the status in the Trust Center. You cannot proceed to Campaign registration until the Brand is Approved.
    • Fees: A small one-time Brand registration fee (e.g., ~$4 - $40 depending on type) typically applies.
  2. Step 2: Campaign Use Case Registration (Describe *How* You Use SMS)
    • Goal: After Brand approval, you must register at least one "Campaign" describing the specific purpose(s) for which you send SMS messages.
    • Selecting Use Case (Trust Center): Choose the pre-defined use case type that best fits your messaging:
      • Customer Care/Account Notifications: For non-promotional messages like appointment reminders, showing feedback requests, transaction updates.
      • Marketing/Promotional: For messages promoting listings, open houses, newsletters, general marketing outreach. Requires stricter opt-in.
      • Mixed: If you send both types of messages (often requires more detailed descriptions and potentially higher vetting/costs).
      • Other specific types might exist (e.g., Low Volume Mixed). Choose carefully.
    • Information Needed (CRUCIAL - Be Detailed & Accurate):
      • Use Case Description: Clearly and specifically explain *what kind* of messages you send and *why* (e.g., "Sending automated SMS reminders 24 hours and 1 hour before scheduled property showings booked via our website calendar. Also sending manual SMS replies to direct inquiries received via text." or "Sending weekly SMS alerts for new property listings matching saved search criteria for opted-in buyer leads. Max 2 messages per week."). Vague descriptions get rejected.
      • Sample Messages (2+ Examples): Provide exact examples of the texts you will send for this use case. MUST Include: Your [Brokerage/Agency Name] and clear Opt-Out instructions (e.g., "Reply STOP to unsubscribe"). Samples must match the described Use Case.
      • Opt-In Process Description (VERY IMPORTANT): Detail exactly how recipients give their explicit consent to receive your SMS messages for this use case. Be precise. Examples: "User checks an unchecked checkbox on our website contact form located at [Exact URL]. Checkbox text reads: '[Exact Consent Wording Agreeing to SMS]'. Screenshot of form provided at [Link to Screenshot]." OR "Verbal consent obtained during initial client consultation call using the following script: '[Exact Script Asking for SMS Consent]'. Consent is documented by agent checking a 'SMS Consent Obtained' custom field in the CRM." OR "Consent obtained via keyword opt-in (e.g., Text HOME to 555-1234)." Vague descriptions ("Lead filled out form") will be rejected. Provide proof (URLs, screenshots).
      • Data Handling Confirmation: Confirm how you handle opt-out requests and protect user data (link to your Privacy Policy).
    • Linking Numbers: Once the Campaign is approved, you must explicitly associate your purchased 10DLC number(s) with the approved Campaign within the Trust Center. A number must be linked to an active campaign to send compliant A2P SMS.
    • Fees: Campaign registration involves both a one-time setup fee per campaign and recurring monthly fees per campaign (these are pass-through costs from the carriers). Fees vary by use case type.
    • Approval Time: Campaign approval can take several days to several weeks. Monitor the status (Pending Review, Approved, Rejected) in the Trust Center. Do NOT send significant SMS volume until your Campaign is Approved/Active. Respond promptly to any rejection reasons provided by revising your submission.

A2P 10DLC Best Practices Summary:

  • Ensure Business Profile info is EXACTLY correct.
  • Get explicit, unambiguous, prior written consent specifically for SMS (use unchecked checkboxes!). Record proof.
  • Be detailed and accurate in Campaign descriptions, samples, and opt-in explanations.
  • Always include Agency Name and STOP opt-out instructions in samples and messages.
  • Avoid forbidden content (SHAFT - Sex, Hate, Alcohol, Firearms, Tobacco; high-risk financial offers; deceptive marketing; check CTIA guidelines).
  • Monitor registration status and respond quickly to rejections.