A2P messaging for business conversations

What is the difference between A2P and P2P messaging?

A2P messaging is sent by an application or business to customers at scale. P2P messaging is a person-to-person conversation. A2P programs usually require consent, sender verification and carrier review.

Which number types can I use for A2P messages?

Common options include 10DLC, toll-free and mobile numbers, depending on the market, use case and carrier rules.

Do I need registration?

Some number types, including US 10DLC, require brand and campaign registration. We can confirm the requirements for your target markets.

What information is needed for 10DLC registration?

Brand and business identity, campaign use case, sample messages, opt-in description and opt-out handling are commonly required. Exact requirements vary by carrier and campaign type.

What is the difference between 10DLC and toll-free verification?

10DLC uses local 10-digit numbers with brand and campaign registration. Toll-free messaging uses 800-style numbers with a separate verification process. Throughput and content rules differ.

Can customers reply to A2P messages?

Yes, where the channel and number type support two-way messaging. Replies can be routed to your team or business system.

How is A2P messaging priced?

Pricing depends on numbers, registration, channels and message volume. Contact our team for a quote based on your use case.

How do I handle opt-outs?

Honor STOP, HELP and other requests promptly, and keep suppression lists in sync with your messaging platform.

Which opt-out keywords should I support?

At minimum, support STOP and HELP; many carriers also expect UNSUBSCRIBE, CANCEL, END and QUIT. Confirm the keyword set for each market and number type.

How do I handle STOP across multiple campaigns?

Maintain a central suppression list and apply opt-outs across all campaigns and systems, unless the recipient explicitly opts back in.

What is express opt-in, and what records should I keep?

Express opt-in is clear consent to receive messages at a specific number. Keep the number, date, source and exact wording the recipient agreed to, and make sure the consent matches the messages you send.

How do I collect consent for SMS?

Use a clear opt-in mechanism such as a web form, keyword, IVR or in-app prompt. Record the number, date, source and exact wording of the consent.

Can I message customers who opted in on another channel?

No. Consent is channel- and program-specific unless your opt-in clearly covers SMS and the specific messages you send.

Do I need a double opt-in?

Double opt-in asks the recipient to confirm by reply or link. It is not always required, but it can strengthen consent records and reduce abuse.

What is SHAFT content?

SHAFT refers to sex, hate, alcohol, firearms and tobacco. Carrier rules often restrict or require additional review for these categories; some use cases may not be permitted at all.

Do quiet-hour rules apply to my messages?

Quiet-hour and time-of-day rules vary by market and message type. They are most relevant to marketing and non-urgent messages; transactional alerts may be treated differently.

What is message throughput?

Throughput is the rate at which messages can be sent. It depends on the number type, registration and carrier rules. Keep expected volume aligned with your registered use case.

Do I need a separate registration for each country?

Registration is market-specific. US 10DLC, toll-free and other number types have different requirements; confirm the rules for every country before launch.

What should I do if carriers filter my messages?

Review consent, registration details and content, then check for sudden volume or template changes. Work with your provider to investigate delivery and adjust the program.

Can I import or purchase a contact list?

Purchased or scraped lists are not a substitute for consent. Only message recipients who have agreed to receive your messages, and keep records of how consent was collected.

Can I use shortened URLs?

Use recognizable domains and avoid misleading links. Some carriers filter shortened or mismatched URLs, so confirm current rules.

What is smishing, and how do I avoid it?

Smishing is phishing by SMS. Identify your brand, avoid unexpected links, keep content consistent with your registered campaign, and monitor complaints.

What happens if a phone number is reassigned?

Numbers can be reassigned. Reconfirm consent for high-risk programs, honor opt-outs and avoid relying on stale lists.

What if my campaign is rejected or suspended?

Review the rejection reason, correct registration or content issues, and resubmit. Work with your provider to address carrier concerns.

Can I use A2P messages for healthcare, financial or debt collection?

These are sensitive use cases with additional rules. Confirm content, consent and registration requirements with your legal and compliance teams before launch.

How do I monitor complaints and delivery?

Track opt-outs, HELP requests, delivery failures and carrier feedback. Investigate spikes and adjust content, frequency or targeting.

Do I need a privacy policy link?

Many programs should include a privacy policy link or reference in the opt-in flow or messages. Confirm local requirements and your own privacy obligations.

Can I send abandoned-cart messages?

Only if your opt-in covers cart reminders and the channel. Confirm local rules and include clear opt-out instructions.

Can I use affiliate or third-party lists?

No, unless you can document consent for your brand and program. Purchased or affiliate lists are not a substitute for your own consent records.

Can I send age-restricted or regulated content?

Additional restrictions and age-gating may apply. Confirm carrier rules and legal requirements before launching.

Can I send political or advocacy messages?

Political and advocacy messaging is highly regulated and may be restricted by carriers or local law. Confirm requirements before launching.