In a world where people would rather receive texts versus calls or emails, sending text messages is a core marketing and communications tool for construction distributors. But new policy changes to SMS and MMS texting may hinder that if businesses aren’t paying attention.

In an effort to curtail spam messages and reduce the risks of scams, a policy change known as “10DLC” has been released by all major carriers like AT&T, Verizon and T-Mobile. It requires their customers to register their local numbers, or 10-digit code, with The Campaign Registry. 

Registration is mandatory and, when registering, businesses are vetted and agree to compliance requirements. If they don’t, they risk higher fees and slower delivery rates for their SMS and MMS messages. Each provider has set its own deadline and unless companies register, their messages will be blocked. Twilio, for example, has set its cutoff date for Aug. 31.

In this episode of “Dear Anna,” Art Unlimited CEO Anna Anderson shares some critical information contractors need to know about 10DLC and how to navigate the policy changes. 

“If you haven’t seen that notification, you need to contact your carrier and say ‘Okay, what do I need to do to become registered?’” she said.

Anderson also highlights the benefits that come along with registering.

“Instead of seeing that spam caller or spam text message come through, we’re going to be able to provide a new experience that says your business name,” Anderson said. “That, to me, is a game-changer and really differentiates you from those spammers … but there are some serious action steps that need to be taken before the 31^st of August.”

Learn more about 10DLC and how it affects your business by downloading the full “Dear Anna” episode here.