SMS Compliance Guide: TCPA, A2P 10DLC, and Best Practices for 2025

Why SMS Compliance Matters

SMS marketing is one of the most effective channels available—98% open rates, immediate delivery, high engagement. But it's also one of the most regulated. Violations of the Telephone Consumer Protection Act (TCPA) can result in fines of $500-$1,500 per message, and class action lawsuits have cost companies millions.

Beyond legal risk, compliance affects deliverability. Carriers actively filter non-compliant traffic. Without proper A2P 10DLC registration, your messages may not reach recipients at all.

Understanding SMS compliance isn't optional—it's the foundation of any sustainable SMS program.

TCPA Fundamentals

The Telephone Consumer Protection Act (TCPA) is the primary federal law governing SMS marketing. Key requirements:

Prior Express Written Consent

Before sending marketing SMS messages, you must obtain prior express written consent. This means:

• The consumer must actively agree to receive messages (no pre-checked boxes)
• The agreement must be in writing (digital consent qualifies)
• The consent must clearly describe what they're agreeing to receive
• The consent must include the business name

Required Disclosures

Consent language must include:

• Business name
• That they agree to receive recurring automated marketing messages
• That consent is not a condition of purchase
• Message frequency disclosure (e.g., "up to 4 messages/month")
• Standard message and data rates may apply
• How to opt out (STOP to cancel)
• How to get help (HELP for help)

Opt-Out Handling

You must honor opt-out requests immediately. When someone texts STOP:

• Remove them from your list within seconds
• Send a single confirmation message
• Never send marketing messages again (unless they re-consent)

Time Restrictions

TCPA restricts calling hours to 8 AM - 9 PM in the recipient's local time zone. Many compliance experts recommend applying the same standard to SMS.

A2P 10DLC Registration

Application-to-Person (A2P) 10DLC is the carrier framework for business SMS messaging in the United States. Registration is required for any business sending SMS at scale.

Why A2P 10DLC Exists

Carriers implemented A2P 10DLC to reduce spam, improve deliverability for legitimate businesses, and create accountability for business SMS senders.

Registration Components

Brand Registration: Register your business entity with The Campaign Registry (TCR). Required information includes legal name, EIN, address, website, and business type.

Campaign Registration: Register each messaging campaign separately. Include use case, sample messages, consent method, opt-out handling, and expected volume.

Trust Scores: Your Trust Score determines messaging throughput. Higher scores mean more messages per second. Scores are based on business verification and campaign type.

Registration Best Practices

• Use your legal business name and EIN exactly as they appear on IRS documents
• Provide a working website that clearly shows your business
• Write accurate, specific campaign descriptions
• Include realistic sample messages that match your actual content
• Document your consent collection method clearly

Best Practices for SMS Compliance

1. Double Opt-In: Confirm consent with a verification message
2. Clear Disclosure: Be explicit about what they're agreeing to
3. Immediate Opt-Out: Process STOP requests within seconds
4. Consent Records: Document when and how consent was obtained
5. Time Restrictions: Send only during appropriate hours for recipient's time zone
6. Frequency Limits: Don't over-contact; respect reasonable limits
7. Content Alignment: Send only content matching what was consented

Moklo's Compliance Infrastructure

Moklo handles SMS compliance comprehensively:

• A2P 10DLC registration workflow
• Consent tracking and documentation
• Automatic STOP processing
• Time-of-day enforcement
• DNC list scrubbing
• Audit trails for all messages

Conclusion

SMS compliance isn't optional—it's essential for legal operation and deliverability. Understanding TCPA requirements, completing A2P 10DLC registration, and following best practices protects your business while enabling effective text marketing. Moklo builds compliance into the platform so you can focus on campaigns, not regulations. Get compliant SMS infrastructure at getmoklo.com.