TABLE OF CONTENTS
- A Brief History of Local-Number Texting
- Next Steps
- Questions & Answers
There are some pretty big changes coming to the local-number texting environment. If you are using MojoTxt to text people from a local number (not a toll-free number), these changes will apply to you, so please read-on.
Mobile carriers have begun rolling-out some new policies regarding the use of local numbers for texting. One of their new requirements is that every organization who texts from a local phone number must register themselves with a centralized system called The Campaign Registry.
The Campaign Registry will help carriers identify the company/organization who is responsible for sending each message so they can provide faster, more reliable message delivery for trusted sources (like you) and protect their subscribers from spam. While this new program provides some great benefits for you and your subscribers, it unfortunately comes with some added carrier-imposed costs.
A Brief History of Local-Number Texting
Historically, carriers have considered local-number texting to be a “person-to-person” communication channel. This means that they expected all local numbers to have a texting behavior similar to that of a human. Namely, they expected messages to be conversational in nature, and for those messages to be sent slowly, to smaller groups of people. If they detected behavior outside of these normal characteristics, they might assume the messages are spam and block them.
Until now, if someone wanted to quickly send messages to a large number of people, they would need to use a toll-free number or a (very expensive) 5 or 6-digit shortcode to ensure reliable delivery. These other texting methods work well, but they don’t show the same locality or personal touch of a 10-digit number in your home area code.
New industry guidelines and carrier policies are now opening the door for local numbers to become an official business-to-consumer communication channel. This is exciting because these changes will allow our customers to use their local numbers to reliably send messages to a very large number of recipients at much faster speeds!
To ensure that this new business-to-consumer channel is not abused to send large amounts of spam, carriers have created a shared system called The Campaign Registry. This centralized system ensures that every sending organization can be held accountable for the contents of the messages they send. At this time, registration is optional. However, AT&T and T-Mobile have announced plans to block filter messages from unregistered senders at some point in the future. (AT&T had previously set a June 1st deadline, but that has been rescinded and they have not yet set a new deadline.)
You and your subscribers can expect the following benefits:
- Your messages will be delivered much more quickly (up to 20x faster than current local texting speeds).
- Your messages will be delivered more reliably, with lower chances of messages being blocked by carrier spam filters.
- You will be able to use your local number to send messages to a very large number of recipients.
- Your subscribers will receive significantly less spam, due to increased filtering of messages from unregistered senders.
The following fees are imposed by The Campaign Registry and specific mobile carriers. After registering, all fees will be billed to the payment method on file with your account with no additional markup.
- Standard Registration: $30 Quarterly Fee
This option is perfect for larger organizations who need to send messages to large groups of people quickly. With a Standard registration, we expect the average sending rate to be around 600 messages per minute.
- Low-Volume Registration: $6 Quarterly Fee
This cost-effective option is ideal for smaller organizations who send messages to smaller groups of people. We expect Low-Volume registrations to have an average sending rate of 60-100 message per minute.
Please note that these fees apply only to customers texting from local phone numbers. They do not apply to toll-free numbers. While this may change at some time in the future, you currently have the option to avoid these fees by sending messages from a toll-free number.
Option 1: Register your local number.
If you would like to keep texting from your local number, we recommend that you register your number with The Campaign Registry. There is no action to take right now. We plan to open up our registration system on May 1st, so you may register any time after that date. The registration process will be completed through MojoTxt, so please do not attempt to register directly with The Campaign Registry.
Option 2: Switch to a toll-free number.
Because toll-free senders are not required to register with The Campaign Registry, you can avoid the additional campaign registration fees by switching to a toll-free number. To keep the transition as seamless as possible for your subscribers, you can keep your current local number active for people to text-in to (for free) and we will send all outgoing messages through your new toll-free number.
To switch to toll-free, follow these simple steps:
- Visit the Account & Billing > Phone Numbers page.
- Click the Settings (gear) icon next to your phone number and choose Switch to Toll-Free.
- Select an available toll-free number and click Confirm.
Questions & Answers
What will happen if I choose not to register?
At this time, nothing. Though AT&T and T-Mobile have announced plans to begin blocking unregistered messages at some point in the future. (We'll update this article once the date has been announced.)
Do these fees apply to all providers, or just MojoTxt?
These registration fees apply across-the-board to all providers, however, each provider has the option to handle them differently. While some providers have chosen to increase their pricing overall, we've chosen to give our customers the option of whether or not to register, then pass the exact fees along with no additional markup.
I've read that AT&T, Verizon, and T-Mobile/Sprint are charging additional per-message fees. Do I need to pay those as well?
That's true, however MojoTxt is currently planning to cover the per-message fees on your behalf.
We will update this article with more information about these changes as it becomes available. If you have any questions in the meantime, please let us know and we will be happy to assist you.
This article was updated on 3/31/2021 due to the following changes:
- AT&T has rescinded their original June 1st registration deadline. They have not announced a new deadline.
- T-Mobile/Sprint has announced that they will not begin charging the previously-announced $50 one-time campaign registration fee until an undetermined future date. It is our understanding that the fee will not apply to any campaigns registered prior to that date.