Most of us know that text messaging has become the preferred method of communication.  How many of us don’t answer our mobile phones if it is from a number that we don’t know?  If someone sends you a text message, you are most likely going to read the message within a few minutes of receiving it.

There are two classifications of text messages, first P2P (Peer-to-Peer or Person-to-Person) which is typically from a mobile phone to another mobile phone.  The other classification is A2P (Application-to-Peer or Application-to-Person) which is when a message comes from an application or a platform.

A lot of people don’t realize that bulk texting or A2P texting on a standard 10-digit number (Long Code) was technically never approved or sanctioned by the mobile carriers.  Now, mobile phone carriers are cracking down on what they categorize as SPAM text messages. Like an email spam filter, sometimes messages make it through and sometimes they don’t. Maybe your messages go through to all your subscribers on Gmail, but they are blocked by Outlook. So, for mobile, you might send a message out to 500 people on your list and Verizon might block it, but AT&T might let it go through. However, the next time every message may get blocked as it is considered spam to the mobile carriers.

Why are mobile phone carriers cracking down on text messaging?

Late last year in December of 2018, the FCC released a new ruling that classified SMS messages as “information service” rather than telecommunication service under the Telecom Act, which essentially granted wireless companies more power with how they handle text messages.

This move makes it possible for large mobile carriers like Verizon to block users from receiving texts that are classified as A2P.  This is especially true for mass marketing SMS from a Long Code which are much more likely to get blocked now.

This all may sound confusing because there are a lot of customers and providers that are sending traffic from an A2P application.  Unfortunately, the mobile carriers are enforcing this issue now because they are saying they want to cut down on abuse and protect their users; however, they are also doing this to add new fees for A2P messaging so that they can increase their earnings.

How should I send bulk messages?

In the past, if you wanted to mass text or send marketing texts, you needed to use a Short Code (a 5 or 6 digit number), which is a number that is preapproved for high volume messaging.  However, getting your own dedicated Short Code is expensive and doesn’t make sense for most businesses.  SendHub offers access to Shared Short Code (66555) based on your type of plan.  There is talk that mobile carriers are going to crack down on Shared Short Codes.  In fact, AT&T announced a few months ago they are no longer going to sell Shared Short Codes and they won’t support them at all starting sometime in the fall of 2019.

In addition to Shared Short Code access, we at SendHub are excited to announce we are now offering Special Toll-Free numbers that are pre-approved for high volume.  These special toll-free numbers will be your own number for branding purposes. Read more about out special voice and text-enabled toll-free numbers here. You can also check out our frequently asked questions about these toll-free numbers here.

Please talk to your sales representative to see if either of these options would be the right solution for your business. Call 844-990-4400 and choose option 1 for sales or send an email to sales@sendhub.com. We are happy to help you find the right plan for your needs.

SMS Market Changes Questions