The text marketing landscape is witnessing a significant shift with T-Mobile's recent introduction of A2P 10DLC non-compliance fines. As of January 1, 2024, T-Mobile has implemented fines for violations, marking a noteworthy change in the consequences for non-compliant messaging. Here's a comprehensive breakdown of the key aspects that text marketers need to be aware of:
1. Fee Structure Introduction:
While the rules and enforcement of non-compliant messaging are not new, what sets this development apart is the implementation of a new fee structure. T-Mobile's fines apply to all commercial messaging non-consumer A2P products (SMS or MMS short code, toll-free, and 10DLC) that traverse the T-Mobile network.
2. Categories of Violations and Associated Fines:
T-Mobile has categorized violations into three tiers, each associated with a specific fine amount:
- Tier 1 – $2,000: Phishing, Smishing, and Social Engineering: Messages involving phishing, smishing, or social engineering, manipulating individuals into sharing private information, will incur a $2,000 fine.
- Tier 2 – $1,000: Illegal Content: Messages containing illegal content, which must adhere to federal and state laws in all 50 states, will result in a $1,000 fine.
- Tier 3 – $500: Other Violations Including SHAFT: All other violations in commercial messaging, including but not limited to SHAFT (Sex, Hate, Alcohol, Firearms, and Tobacco), that do not follow federal and state law and regulations will incur a $500 fine.
3. Implementation and Severe Violations:
T-Mobile started imposing fines as of January 1, 2024. The fines, especially those categorized as Sev-0 violations, are the most severe and can result in immediate blocking of offending messages. Twilio, as a messaging platform, will pass on these fines to customers for every Sev-0 violation, starting February 15, 2024.
4. Twilio's Response and Customer Communication:
Twilio's Compliance team is now proactively reaching out to customers in case of any violations. The objective is to ensure that businesses are promptly informed about issues, allowing them to take corrective action and avoid fines.
5. Potential Consequences and Suspension:
T-Mobile reserves the right to permanently suspend any brands, campaigns, and a company's access to the T-Mobile Network if violations are deemed excessive. Twilio will send Sev-0 violation notices and subsequently charge the respective fine amount in case of violations.
6. Code of Conduct and Further Information:
Text marketers are strongly advised to review T-Mobile’s Code of Conduct Section 5: Prohibited Campaign Content for a detailed understanding of the regulations. Further information on U.S. Carrier Penalties for Non-Compliant Messaging has been published to provide additional insights. For more information visit:T-Mobile Conduct.pdf
Conclusion
In conclusion, these developments underline the increasing importance of compliance in text message marketing. As the landscape evolves, it is essential for businesses to stay informed, align their strategies with carrier policies, and prioritize customer experience while navigating the intricacies of A2P 10DLC regulations.
Stay informed, stay compliant, and continue delivering meaningful messages to your audience.