Twilio Messaging 10DLC Update
As many of you might have already seen, Twilio, Plivo and other vendors are working closely with T-Mobile and AT&T to transition the existing SMS traffic to a new 10DLC (10-Digit-Long-Codes) standard that all the large carriers are moving towards.
Why the changes?
The existing 10DLC numbers most of us are using at the moment were originally dedicated for person-to-person messaging and not application-to-person. Carriers are implementing changes that will give them better tools and processes for monitoring the traffic that is going through their networks. Even though the timeline for implementation has changed several times, once fully implemented across all carriers and vendors, text messages being sent from an online application for unregistered users will most likely see a big increase in messages being blocked.
The new changes are being implemented in the entire texting/calling industry and will apply not only to BatchLeads but all other texting applications as well as all other small/medium/large businesses that rely on text messages.
What this means for real estate texting:
In short, at the time of this writing, it is hard to give any definitive answers because no one knows how aggressive carriers might be in implementing messaging blocks. Timelines for implementation have been pushed back several times and the scope of the changes have also had several revisions. What we do know for sure is, there will be more visibility and transparency into all businesses sending text messages. Carriers will be able to better track who is sending the messages, what content is being sent and will have the ability to implement a Trust Score that will be attached to the sender.
Two years ago, Verizon implemented 10DLC on their own and it resulted in higher SMS costs but little-to-no changes in the way SMS worked. This time around, the changes will have a much bigger impact not only in the real estate industry but to all industries utilizing SMS as a service.
Why the sweeping changes?
Carriers want to stay in business and it’s their attempt to fight spam texts as more and more people are starting to utilize services that do not require texting plans (Signal, WhatsApp, iMessage and Google Messages).
For business sending messages in bulk, carriers will require a full business registration and an approved messaging use case. Good news is, companies and individuals with low sending volume, will most likely not be required to register. What carriers consider low volume is still to-be-determined and may vary from carrier to carrier. For high-volume senders, it is yet to be determined if the use case for real estate investors will be approved.
The new regulations combined with the sender’s TRUST SCORE will make texting similar to sending emails. You can send an email, but once you start abusing it and sending in mass, your emails will end up in the spam folder.
For the users that have been with us for years, we’ve seen numerous changes in the industry going back to 2017. We at Batch, have done our best over the years to pivot our platform and implement changes in our algorithms that get messages delivered to prospects’ phones. These large changes are industry-wide and will most likely affect everyone from a single individual texting to the Uber’s of the world.
The Good News
BatchLeads will continue to be at the forefront for data lists, data management and lead generation in the real estate investing industry. We will continue to improve our platform and implement any new marketing methods that are working in the industry. We recently launched our direct mail campaigns and will continue to innovate and be at the forefront of our industry.
For the investors and users that are running sustainable businesses and utilizing texting as one of the many tools in their toolbox, texting will still be possible for low-volume usage. In our opinion, these regulations will bring much-needed, positive long-term changes to the industry. From the very beginning, BatchLeads was designed as a data management platform. Now more than ever, investors should be utilizing our platform for list stacking and identifying the hottest leads and focus on targeting homeowners with multiple distress indicators.
What do you need to do now?
Continue texting as you already are while making sure you follow best practices. We will keep you updated as we learn more and registration fully opens up for companies and businesses.
If you have integrated your own Twilio/Plivo account with BatchLeads, you will need to fill out a registration form and register your business at the following link “click here”. You will be asked to provide information on your business and your use case.
Fee Updates (Applies to users utilizing their own Twilio/Plivo gateway)
- T-Mobile: T-Mobile will apply carrier fees for registered traffic only starting April 1, 2021. Twilio will cover these carrier fees until May 1, 2021. At this time, unregistered traffic will not incur carrier fees from T-Mobile. T-Mobile’s one-time campaign activation and Special Business Review fees will be waived until further notice.
- AT&T: Starting May 1, 2021, Twilio will pass through AT&T’s carrier fees of $0.002 per outbound SMS segment and $0.0035 per outbound MMS segment with no additional markup. Once the transition period is over (date is TBD), AT&T fees will vary from $0.002-$0.004 per SMS and $0.0035 – $00.5 per MMS depending on your use case as described in this support article.