The CTIA recently published the Messaging Principles and Best Practices guide, which is to be used as a supplemental guide to the Short Code Monitoring Handbook. The Short Code Monitoring Handbook describes best practices for short code programs, where the newly published guide describes best practices for messaging services that use 10-digit telephone numbers aka “long codes”.
Naturally, consumer opt-in consent is essential regardless of delivery program (short or long-code), which directly aligns with TCPA requirements. This guide also includes detailed descriptions of P2P (Person to Person) and A2P (Application to Person) messaging and highlights examples and consent type requirements.
As brands continue to work through and build their consumer communications campaign, the utilization of short codes, long codes or both may be imperative to increasing the likelihood of message delivery.
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