Texting changes are coming (again)

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“Advertising doesn’t work on me,” your friend says to you, lying. We know through decades of research that all of us — no matter how seasoned or cynical — fall prey to Madison Avenue and its digital successors, whether directly (you walk into the store with a 50% off sign in the window) or indirectly (you buy the spatula you scrolled past on Instagram last week).

“I hate all the text messages!” your lying friend tells you, this time telling half a truth. Because while she may be annoyed that “Maybe: Barack Obama” is asking her for $5 again, data from cycle after cycle (including 2024) shows that texting campaigns are still a strong driver of fundraising and action taking for campaigns and nonprofits.

But the rules are changing, and if you want to make sure that Maybe: Barack Obama’s messages get delivered to his intended audience, now is a good time to comply with 10DLC (the rules implemented by mobile carriers designed to reduce spam, improve deliverability, and create a more trustworthy messaging ecosystem). This guide will help you understand where things stand today and what best practices you should follow.

The State of 10DLC in 2025

10DLC isn’t new, but enforcement has ramped up over the past year to reduce spam, improve deliverability, and create a more trustworthy messaging ecosystem. Mobile carriers continue refining their vetting processes, and compliance expectations have grown more detailed. Here’s what you need to know:

• Registration is non-negotiable: If sending Application-to-Person (A2P) texts using 10-digit numbers, you must register your brand and campaigns with The Campaign Registry (TCR). Some vendors handle all of this for you, and others will not. Make sure you know what is required and how your vendor handles this. GetThru has required clients to register since 10DLC was introduced.
• Campaign approval can take time. When you submit your use case, expect a thorough and manual review process — especially if you’re a political organization, in which case you must also verify through Campaign Verify. Usually, this takes about 10 business days. In 2024, GetThru’s clients were typically approved in 2 to 4 business days. The big takeaway: this is a moving target that can take some time. You should build this into your planning.
• Your opt-in process matters: Carriers now require more explicit proof of gathering opt-ins, which means a checkbox on a web form or written consent in another format. Simply texting people who provided their number once is not enough. (More on opt-in requirements here).
• You need public-facing policies. Your website should include a privacy policy and messaging terms and conditions that outline how you handle SMS/MMS communication, including clear opt-out instructions.

Best Practices for Nonprofits and Campaigns

Beyond compliance, there are practical steps you can take to keep your texting program running smoothly:

✅ Review your opt-in process: Are you collecting explicit permission to text supporters? Do you have a clear process of collecting consent? This is crucial for compliance, as carriers now require documented proof that contacts can explicitly opt in.
📖 Read more about opt-in requirements.

✅ Check your website policies: Do you have a Terms and Conditions page with SMS disclosure language? Does your Privacy Policy cover data handling for texting programs? Both are required for compliance and may be checked during manual vetting.
📖 See privacy and terms requirements.

✅ Know your campaign details: When you register a texting campaign, you’ll need to answer: What’s the purpose of these messages? How often will you send them? Make sure you have clear messaging objectives before you apply.
📖 What to include in a campaign registration.

✅ Monitor delivery rates: Carriers now have throughput limits, meaning some organizations can send texts faster than others based on their trust score. If messages fail to send or get delayed, you may need to re-register your brand or adjust your campaign settings.
📖 Learn about delivery rates and throughput.

✅ Train your team: If volunteers or other staff handle your texting program, ensure they know the compliance rules. For example, sending texts that don't include opt-out instructions could cause your entire campaign to be flagged.
📖 Best practices for messaging.

✅ Plan for deadlines: If you have a big fundraising push or advocacy campaign coming up, don’t wait until the last minute to register your 10DLC campaigns. Approvals can take days — or even weeks — if there are errors in your submission.
📖 How long does registration take?

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For more details, check out: https://www.mrss.com/lab/texting-changes-are-coming-again/