Changes to the A2P 10DLC Campaign Creation Process (October 20th, 2022)

Effective October 20, 2022, there are new industry mandated guidelines applicable to every provider registering for US A2P 10DLC brands. As a result, Twilio is making code-breaking changes to the A2P Campaign Creation API and Twilio Console - Trust Hub - A2P Messaging

Why is this happening?

It was recently announced that several changes were being made to the industry standards for the A2P campaign creation process. The new standards require the collection of additional data and have added new length requirements for certain data fields. On October 20, 2022, these changes will go live for all for all new A2P campaigns.

Any new campaign registration requests that don’t meet these requirements will fail, regardless of the campaign use case type. Existing campaigns will not be impacted as of now.

What do you need to do?

You should prepare for these upcoming changes by starting to collect the below information about opt-in/opt-out/call to action flows for your new Campaigns. 

These new requirements HAVE NOT BEEN ADDED to the API/Console registration flow yet as they are still being finalized. We will update our API documentation and help resources in the coming weeks with full instructions on how to format/submit the new requirements through the API and console, so please refer to the following resources as we approach the October 20, 2022 deadline: 

Additional data will be required during Campaign Registration

Message Flow / Call to Action

    • Customers need to provide details around how a consumer opts-in to their campaign, therefore giving consent to receive their messages. If multiple opt-in methods can be used for the same campaign, they must all be listed.
    • Example 1: End users opt-in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from Example Brand.
    • Example 2: End users opt-in by texting START to (111) 222-3333 to opt in.
    • Example 3: End users opt-in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from Example Brand. Additionally, end users can also opt-in by texting START to (111) 222-3333 to opt in.

Opt-in Keywords

    • If end users can text in a keyword to start receiving messages from this campaign, those keywords must be provided
    • If you do not support opt-in keywords, you do not need to provide this.

Opt-in Message

    • If end users can text in a keyword to start receiving messages from this campaign, the auto-reply messages sent to the end users must be provided. The opt-in response should include the Brand name, confirmation of opt-in enrollment to a recurring message campaign, how to get help, and clear description of how to opt-out.
    • Example: "Example Brand: You are now opted-in. For help, reply HELP. To opt-out, reply STOP".
    • If you do not support opt-in messages, you do not need to provide this.

Opt-out Keywords

    • End users should be able to text in a keyword to stop receiving messages from this campaign. Those keywords must be provided as part of the campaign registration request.

Opt-out Message

    • Upon receiving the opt-out keywords from the end users, Twilio customers are expected to send back an auto-generated response, which must provide acknowledgment of the opt-out request and confirmation that no further messages will be sent. It is also recommended that these opt-out messages include the brand name.
    • Example: "You have successfully been unsubscribed from Acme Corporation. You will not receive any more messages from this number."

Help Keywords

    • End users should be able to text in a keyword to receive help. Those keywords must be provided as part of the campaign registration request.

Help Message

    • When customers receive the help keywords from their end users, Twilio customers are expected to send back an auto-generated response; this may include the brand name and additional support contact information.
    • Example: "Acme Corporation: Please visit www.acmecorporation.com to get support. To opt-out, reply STOP."

Note: Opt-in message and opt-in keywords are only required if customers support opt-in via text messages. If they don't support it, they don't need to provide these two fields. The other fields for Opt-out, help and Message Flow are required for all campaigns.

The majority of Twilio customers are using Twilio’s default features or Advanced Opt-out to manage their Opt-out and Help keywords and messages. For these customers, we plan on using information that we already have to fill out the Opt-out Keywords, Opt-out Message, Help Keywords, and Help Message fields during campaign registration (they would still need to fill out the Message Flow and Opt-in fields themselves).

If you’re managing your own opt-out and help keywords, we recommend you  consider switching to Twilio’s opt-out features to simplify your A2P 10DLC campaign registration process and standardize how you comply with Global compliance requirements. If you don’t make this switch, you’ll be required to submit these fields during campaign registration.

For additional details and best practices around these attributes, please reference the CTIA guidelines

New length requirements introduced to data fields

On October 20, 2022, length requirements on the following data fields will be enforced:

Field

Min length

Max length

Message Flow / Call to Action

40

2048

Opt-in Keywords

 

255

Opt-in Message

20

320

Opt-out Keywords

 

255

Opt-out Message

20

320

Help Keywords

 

255

Help Message

20

320

Description

40

4096

Message Samples

20

1024

 

What if you don’t take action?

New campaign registration requests will fail if you don’t provide these new data fields or satisfy the new length requirements. 

Does this affect my existing Campaigns?

There is no action required for existing Campaigns at this time, but please be aware of the new requirements if you need to register more Campaigns in the future. 

Do the new requirements apply to Starter Campaigns? 

These new requirements apply to all Campaign registrations including Starter Campaigns.

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