The Campaign Registry SMS deadline extended

We’ve seen a report that the March 31, 2023, deadline for business SMS users to register their SMS campaigns with The Campaign Registry has been extended. Here’s the latest.

The Campaign Registry (TCR) is an entity created by Mobile Network Operators (MNOs) to make automated SMS messaging more secure and trustworthy. It does this by providing processes for brands to register their automated SMS campaigns and have them vetted and published.

These processes are in the spirit of the CTIA’s Messaging Principles and Best Practices.

A brand entity works with a registered Campaign Service Provider (CSP) to register its SMS campaigns in TCR. Registration includes information about:

• The message sender (Brand)
• The campaign messages
• The 10-Digit Long Code(s) (10DLC) from which the messages will be sent
• How the brand obtained prior consent from the recipients to accept SMS messages.

Once the CSP has registered the brand’s campaigns in TCR and has them vetted by a vetting organization, the CSP works with a Direct Connect Aggregator (DCA) to have campaigns loaded and sent by MNOs to users.

Figure 1. The Campaign Registry SMS Sending Process

Campaign registration deadline postponed

There had been a registration deadline of March 31, 2023, for brands to get their campaigns registered and vetted. After that date, MNOs were going to possibly refuse to deliver unregistered messages or impose fines.

However, we noticed a recent item from RingCentral, a CSP, that this deadline has been extended. A new deadline has not been set.

Registration benefits

TCR provides traceability and accountability for messages sent by brands to subscribers. It enables MNOs to verify that messages being sent to their users are coming from trusted businesses that are playing by the rules.

By using registered CSPs and the TCR process, brands improve the deliverability of their messages. Although the deadline has been extended, brands should continue to register their campaigns.

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