Verizon Local A2P Route Go-Live Dates:
- MMS - Tuesday, January 14, 2020
- SMS - Saturday, February 1, 2020
This was the first of many anticipated 10DLC carrier routes that will bring about greater predictability and reliability for high volume, A2P traffic over local numbers.
What do I need to know?
Verizon will begin blocking application-to-person (A2P) MMS and SMS sent over legacy person-to-person (P2P) routes, based on the CTIA guidelines.
Note: As you access these new routes, you will incur a new fee for all messages sent via the 10DLC route. This fee will be a direct pass-through of Verizon's surcharge.
What do I need to do?
Contract for Local A2P SMS.
Be proactive and contract for Local A2P SMS today to ensure your traffic isn't blocked. In order to allow the industry enough time to rebroadcast your numbers as A2P, please sign your contract today.
Questions? Please open a ticket with your Bandwidth Support Team or hit us up at (855) 864-7776!
|SMS||6,000 TPM (Transactions Per Minute)|
|MMS||25 TPS (Transactions Per Second)|
*Throughput is measured at the TN level
Verizon best practices and content guidelines
Because 10DLC is A2P messaging, Verizon expects the content providers to adhere to many of the best practices they require for short code traffic. Verizon uses the CTIA Monitoring Handbook (latest version 1.8, dated January 1, 2021) as their code of conduct, and we encourage you to review the document thoroughly as you onboard new campaigns. Here are the key items that you as the content provider should follow:
- Be compliant with all legal and regulatory requirements, particularly TCPA, which requires proper opt-in to the campaign in order to prevent unsolicited messaging, or spam. Note that violations of the TCPA can result in regulatory penalties per message sent.
- It’s very important that 10DLC campaigns adhere to good opt-in and opt-out practices, and that calls-to-action, terms and conditions, and privacy policies are clear to the subscriber. This will prevent spam complaints.
- You will also need to keep track of subscribers who have opted out, which can be captured in multiple ways like a phone call, email, text message (using the keyword STOP), or through the website. Also, ensure that the subscriber can get help when they text HELP or through a customer care number.
- Spam monitoring is in place, and if any campaigns are found to be spam or fraudulent, either through detection or through complaints received, the campaigns will be shut down immediately. Verizon has a zero-tolerance policy regarding spam, particularly with phishing. For any chance of restoration of the campaign, a full RCA must be provided within 48 hours of the incident. It’s Verizon’s decision whether they restore the campaign after acceptance of the RCA.
- To properly comply with TCPA, Bandwidth makes available carrier deactivation files. Use of these files by content providers is required and encouraged to keep their subscriber databases up-to-date to mitigate messages being unintentionally sent to subscribers who have deactivated their numbers or ported to another carrier. If you need access to the deactivation files, your Account Manager can help. Not sure who your Account Manager is? Please open a ticket with your Bandwidth Support Team or hit us up at (855) 864-7776.
- Content must adhere to all applicable laws and include proper age gating when associated with, but not limited to Sex, Alcohol, Firearms, Tobacco, and/or any other age-restricted content that must comply with legal regulations.
- Sharing the same long code for multiple content providers (or brands) is not permitted.
- Techniques to avoid spam filtering like snowshoeing (using many numbers to send messages to avoid detection) are against Verizon’s policy and can result in the content provider being blocked.
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