This post was sponsored by Zultys, a leading provider of omnichannel unified communications.
Business texting has emerged as a critical communications channel, with companies everywhere using it for marketing, sales, and support. In fact, a recent study revealed that 72% of US digital retailers saw omnichannel commerce, including SMS, as a key driver of business impact in 2024 — matching AI (72%) and surpassing mobile shopping enhancements (63%) and payment innovations (53%).
Reflecting this growing trend, Zultys experienced a remarkable 184% year-over-year growth in SMS orders in 2024. Not only is the demand for SMS rising, but Zultys is also enhancing its capabilities to meet the needs of businesses. Zultys’ latest release includes advanced text messaging features across its desktop, web-based, and mobile platforms, such as inbound and outbound SMS and MMS for call group agents, along with robust handling options that provide the same flexibility and control as voice calls.
Despite the growing need for business texting, companies are struggling to navigate compliance and execute campaigns — presenting an opportunity for channel partners to step in and help. Vendors have been taking varied approaches to supporting customers with campaign approvals — some offer no assistance at all, while others, like Zultys, provide comprehensive support and handling submissions for a smoother, hassle-free process for customers.
What is the 10DLC TCR Rule?
At first glance, setting up SMS for business may seem easy. But as it turns out, there are hidden complexities that can get in the way.
For example, all businesses using 10-digit long code (10DLC) for messaging must register their campaigns with an organization called The Campaign Registry (TCR), which manages the registration and verification process for SMS campaigns. This includes marketing messages as well as general business SMS usage.
Registering SMS campaigns with TCR helps to identify and verify the source of messages, and ensure that only legitimate text campaigns are running. Companies must provide detailed information about SMS campaigns, including the nature of the campaign, the type of messages being sent, and the expected message volume.
Businesses must get their SMS campaigns approved to avoid having their messages labeled as spam. This process can be confusing, and difficult for businesses to navigate on their own. When selecting a unified communications provider, it’s essential for businesses to consider not just the technology being offered but also the level of support provided for campaign approval.
Top Reasons Why SMS Campaigns Get Rejected
TCR’s requirements are always evolving. Here are some of the most current common reasons that SMS campaigns get rejected by TCR.
- No opt-out or opt-in messaging: Messages that lack a clear opt-in consent or opt-out option for recipients can get rejected.
- Sending SHAFT content: Sex, hate, alcohol, firearms, and tobacco (SHAFT) content is likely to get rejected. In addition, content around CBD, cannabis, vaping, or gambling are also prohibited. Mobile carriers and the Cellular Telecommunications Industry Association (CTIA) carefully monitor SMS content for harmful material.
- Privacy policy: Failing to adhere to data privacy policies with SMS can result in a rejection.
- Know Your Customer (KYC) non-compliance: KYC guidelines require businesses to verify the identity of their customers prior to starting a campaign. Companies that fail to do this risk getting rejected.
- Terms and Conditions: Ensure your business has a clear, accessible privacy policy published online that explicitly states how consumer data is used and prohibits sharing SMS opt-in or consent status for non-service-related purposes.
How Zultys Streamlines Business SMS
Zultys offers channel partners an easy way to streamline 10DLC compliance for customers through a white-glove service that provides comprehensive guidance and support. Zultys walks customers through the submission process and provides detailed information to help expedite the approval. And unlike most providers, which ask customers to submit their own campaigns, Zultys takes ownership and handles all communications with TCR – saving time and frustration. Zultys’ dedicated orders team ensures that customers successfully complete the SMS campaign approval process, recognizing that text messaging has become a vital communication method for businesses in today’s world.
Get in touch with Zultys and learn how they can deliver seamless business SMS service and make SMS 10DLC compliance easy.