SMS A2P

Best Practice Guide

SMS A2P

Best Practice Guide

The SMS offers some of the highest open and read rates compared to any other communication channels, which means that it is the ideal solution for those looking for a reliable solution to send important and time-sensitive information to their clients.

It is therefore unsurprising that more and more brands are utilising the power of A2P SMS to stay in touch with their database and keep them updated with information related to their business or provide real-time messages about their services.

However, with that in mind there are regulations and best practices in place that you must adhere to in order to ensure that you do not fall foul of any relevant laws or regulations.

Include Opt-Outs

When sending A2P SMS it is essential that you provide the option for users to opt-out from receiving further messages from your business. Ideally this should include a short code that the users can text to remove their details from your database or, alternatively, provide instructions on how they can opt-out another way.

When the user has opted-out you should have procedures in place that automatically remove them from your database, or ensure that it is actioned as soon as possible to ensure that you are not continuing to send messages to those who have chosen not to keep be kept updated with your service announcements.

It is important to consider that when sending from a custom sender ID, the user is not able to opt-out by replying to the message. You must include details on how they can do so within the message itself; ideally a link should be used to take users to an opt-out page.

Make the Most of Links

A2P SMS enable you to provide a higher level of service and convenience in their lives. Try to ensure that you are including links to take this even further and provide an even better user experience. For example, if you are sending out an A2P SMS to track an order, include a link so that the user can view updates in real time from either yourselves or the service provider.

Communicate the Sender

You must ensure that the recipient is fully aware who the message is from and why you are contacting them. This is especially important for those not using a personalised sender/custom sender ID. Failure to identify your company is not only going to result in a lack of engagement with your message but it is also going to appear to be suspicious and could lead to it being classed as spam in the long-term.

Using a Custom Sender ID

The risk of smishing is more widespread than ever and using a custom sender ID is an ideal way in which to make sure that your audience know that the message they are receiving is from your company.

Not only does this mean that they are going to be more likely to open and engage with your SMS, but more importantly, they will know that it is from a genuine sender and not someone bogus who is attempting to conduct SMS phishing.

Rules and regulations around sender IDs mean that companies are required to register the sender ID with relevant authorities, meaning that it is worth investing in as it tends to be a trust signal that users look out for.

No Promotional Content

When sending A2P SMS you should ensure that you are not sending them content that is promotional in nature or that is advertising a product or service that you offer; ensure that your messages are only used to convey important information related to your service and that you are not using it for promotional purposes.

If you wish to use SMS for marketing purposes, then our Bulk SMS services are the ideal choice for your business.