Application-to-Person Messaging (A2P) is a US-based service that allows you to send and receive text messages from an application, like Salesloft Messenger, instead of a mobile device.
The telecommunications industry has strictly cracked down on A2P 10DLC requirements to protect consumers from spam. All U.S.-bound messages sent from unregistered numbers are blocked by carriers. To use Salesloft Messenger, you must register your organization for A2P 10DLC via the Salesloft Trust Hub.
Because carrier reviews are rigorous and can take up to 10 business days, your registration will be rejected if your website, privacy policy, and opt-in forms do not meet specific legal criteria. Review this guide carefully to ensure your compliance documents are ready before you begin your registration.
In this article, you will learn about A2P 10DLC Requirements. This article includes:
While the registration process requires some upfront administrative work, verified A2P 10DLC status offers massive benefits for your sales team:
- Improved Deliverability: A2P 10DLC uses routes specifically destined for business-to-consumer traffic, resulting in less spam filtering, trusted messaging, and significantly improved delivery rates.
- Increased Throughput: With your brand registered and verified, you unlock customized message throughput tailored to your campaign needs and market penetration.
- SMS Transparency: The registration process removes bad actors from the ecosystem, ensuring that the messages your team sends are recognized by carriers as legitimate and wanted.
Before submitting your registration in Salesloft, you must verify that your website has publicly accessible links to your Privacy Policy and Terms of Service. Carriers will manually review your website for these documents.
Privacy Policy Requirements
Your Privacy Policy must explicitly state that SMS consent and phone numbers will not be shared with or sold to third parties or affiliates for marketing purposes.
Example of compliant language: “All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.”
Terms of Service (ToS) Requirements
Your website must include a Terms of Service (or Terms of Use) page that outlines your messaging program. It must include the following:
- Your program or brand name.
- The exact phrase: "Message and data rates may apply" (Do not use the word "standard" rates, as carriers will reject this).
- Message frequency (e.g., "Message frequency varies").
- Complete opt-out instructions displayed in bold (e.g., Reply STOP to opt out).
- A direct link to your Privacy Policy.
Reviewers will check your website to see exactly how prospects consent to receive text messages (this is called your "Message Flow"). You must capture Express Written Consent for marketing and sales messages.
If you collect phone numbers on a "Contact Us," "Demo Request," or account registration form, your form must include a clear, voluntary opt-in method.
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Compliant (Do)
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Non-Compliant (Don't Do)
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Use an unchecked, voluntary checkbox specifically for SMS consent (e.g., ☐ "Yes, I'd like to receive text messages.").
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Do not use pre-checked SMS consent boxes (e.g., ☑ "I agree to receive texts.").
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Clearly display the call-to-action details next to the phone number field if the phone number is optional.
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Do not bundle SMS consent with your general Terms of Service agreement.
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Have separate opt-ins if you run multiple campaigns (e.g., one for support/transactional, one for sales/marketing).
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Do not make the phone number a required field to complete a form without an explicit, separate SMS opt-in.
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Example Message Flows
- Mixed Use Case (Marketing + Transactional)
- If you plan to use Salesloft to send both account updates and promotional sales pitches, you must collect separate consent for each.
- Sample:
- I agree to receive transactional SMS regarding my account security and support from [Your Brand Name]. Message and data rates may apply. Reply STOP to opt out.
- I agree to receive promotional SMS with product updates and offers from [Your Brand Name]. Message and data rates may apply. Reply STOP to opt out.
- Transactional Use Case
- For transactional messages (account alerts, scheduling a demo, support), use an unchecked consent box to capture clear permission.
- Sample:
- By checking this box, you agree to receive transactional text messages from [Your Brand Name] regarding your demo request, scheduling, and account support. Message frequency varies. Message and data rates may apply. Reply STOP to opt out
- Marketing / Promotional Use Case
- For marketing campaigns (sales, promotions, newsletters), carriers require "Express Written Consent." The prospect must physically check a box to receive texts, and the language must clearly state the promotional nature of the messages.
- Sample:
- By checking this box, you consent to receive marketing and promotional text messages from [Your Brand Name] containing product updates, sales tips, and special offers. Message frequency varies. Message and data rates may apply. Reply STOP to opt out.
Once your website's Privacy Policy, Terms of Service, and web forms meet the criteria above, you are ready to officially register!
Your Salesloft Admin can submit your business details directly inside the Salesloft platform. Head over to our Manage Trust Hub in Salesloft article for step-by-step instructions on submitting your registration.
