What is Twilio?
Twilio Inc (Twilio) is a provider of cloud communications platforms that enable developers to build and manage applications without the need to create and maintain the underlying infrastructure. It provides programmable communication tools for making and receiving phone calls, sending and receiving text messages, and performing other communication functions using its web service APIs.
Why do I need to be in compliance?
Sending a message to the wrong person at the wrong time may not only affect your customer’s experience but could also put your business at risk of legal action. Twilio wants to help and has compiled SMS best practices from the newest edition of CTIA guidelines and the Telephone Consumer Protection Act (TCPA) regulations, which provide helpful guidance and industry practices for how to engage your customers.
Best Practices
Refer below to some key points from the best practices guide for business messaging and the importance of sending messages to the right recipients at the right time. By following these steps, businesses can remain compliant with US SMS marketing regulations and avoid penalties.
- P2P vs. A2P: We have to understand the difference between Person-to-Person (P2P) and Application-to-Person (A2P) messaging, emphasizing the need for businesses to comply with regulations and protect consumers from unwanted communications.
- Number Types: Knowing the different types of phone numbers for SMS messaging (short codes, long codes, toll-free numbers) and their benefits and risks.
- Opt-ins and Outs of Messaging Consumers: It is important to obtain clear and transparent opt-in consent from consumers and honoring opt-out requests.
- Consent (Opt-In): Before sending SMS marketing messages, businesses must obtain clear consent from recipients. This typically involves customers opting in through a form or responding with a specific keyword.
- Disclosures: Businesses need to disclose the nature of the messages, including frequency and any potential message or data rates. Privacy policies should also be shared with customers.
- Opt-Out Option: Recipients must be provided with an easy way to stop receiving messages, usually by texting "STOP."
- Quiet Hours: SMS messages should only be sent between 8 AM and 9 PM local time, as per the TCPA.
Note: Some states have additional regulations outside of TCPA. These include:
| State | Differences From TCPA |
| Florida |
|
| Oklahoma |
|
| Washington |
Quiet Hours 8 PM to 8 AM |
| Mississippi |
|
| Maryland |
3 messages within 24 hours |
- Record-Keeping: It's crucial to maintain accurate records of opt-ins and opt-outs to remain compliant with regulations.
Additional Resources
Twilio has a complete white paper guide for you to review in full details their best practices. Click HERE to learn more.