SMS/MMS Compliance Overview Guide
Your Clear Path to Messaging Compliance in the U.S. & Canada
Introduction
Welcome to VVPUSA. Our Shepherding Services (OSS) are aimed to make your business messaging easy to operate. This guide is part of OSS offering, helping new and prospective customers navigate SMS/MMS compliance in the U.S. (and a bit of Canada), including basic allowed and not-allowed use cases, message content requirement, opt-in flows, registration processes, and legal considerations. Use it as a reference and checklist before launching any messaging campaign. For any specific questions regarding your business needs, you can contact our compliance team via email: AskCompliance@vvpusa.net
Glossary
Brand
In SMS business messaging, a “Brand” refers to the business or legal entity that is sending messages to consumers. Think of it as the official identity behind the communication. Whether you’re a mom-and-pop shop or a global giant, your Brand must be registered for compliance.
Campaign
A “Campaign” is a specific messaging program or purpose under which you send messages. For example: promotions, appointment reminders, order updates, etc. In the SMS compliance world, every Campaign needs a defined scope — no freestyling allowed.
Short Code
A Short Code is a 5–6 digit phone number (like “12345”) used to send and receive high-volume SMS/MMS messages. It’s memorable, fast, and expensive (but worth it for brands needing mass reach and reliability). Learn more about Short Code, its use case, pros and cons, click our article on Short Code 101.
10DLC (10-Digit Long Code)
10DLC stands for 10-Digit Long Code — basically, a standard-looking local phone number (e.g., 555-123-4567) specifically registered and approved for business messaging. It’s the cost-effective, regulation-friendly solution for businesses that don’t need Short Code-level scale.
Learn more about 10DLC, its use case, pros and cons, click our article on 10DLC 101.
TFN (Toll-Free Number)
A TFN (Toll-Free Number) is a familiar number beginning with 800, 888, 877, etc., that allows consumers to text or call without paying charges. Businesses often use TFNs to combine voice calls and messaging into one easy-to-remember number. Learn more about TFN, its use case, pros and cons, click our article on TFN 101.
Types of Messaging Covered
At VVPUSA, we offer high-quality SMS/MMS messaging in various types to meet different needs. Our guide applies to:
- Short Codes
- 10-Digit Long Codes (10DLC)
- Toll-Free Numbers (TFN)
Business Use Case
Permitted Use Cases
Businesses can generally send SMS/MMS for purposes such as marketing and promotions, alerts and notifications, one-time passcodes (OTP), two-factor authentication (2FA), and responding to customer inquiries about products or services.
However, some industries have restrictions on promotional messaging.
For a comprehensive breakdown, visit our US Messaging Use Cases Guide.
Have a specific use case question? Contact our compliance team: AskCompliance@vvpusa.net
Industry Compliance References
For a list of the relevant, external industry compliance guidelines for North America, see the list of Industry Guides for USA and Canada here or in the appendix.
SMS Coverage & Connectivity Tool
Visit our platform and select a country to view specifics. Click here to check the coverage and connectivity now.
Compliance Checklist
1. Messaging Content Requirements
- Ensure all messages align with current mobile operator policies.
- Stay up to date—regulations change frequently.
2. Call-to-Action (CTA) Requirements
All campaigns must have a visible, compliant CTA prior to opt-in. The purpose of a CTA is to ensure the Consumer consents to receive text messages and understands the nature of the program.
Sender’s must include:
- Brand Name or Program Description
- Message Frequency Disclosure
- “Message & Data Rates May Apply” (except for FTEU)
- STOP keyword (opt-out info)
- Terms and Conditions (link or full text; no popups)
- Privacy Policy (link or full text)
Please also note that:
- The CTA must be accepted by the end-user prior to receiving messages on their handset. Contact us at AskVT@vvpusa.net if you are interested in using our patented technology VORTxT to obtain the opt-in with indisputable evidence automatically and at scale.
- Opt-in from the consumers must be optional instead of required for consumers.
Be sure to include the exact verbiage that is listed on the website/marketing materials when you submit your sender request
3. Call-to-Action (CTA), Opt-In Options
- Two-Factor Authentication (2FA)
- VT Automatic Opt-In Capture.
- Need help? Contact us at: AskCompliance@vvpusa.net
4. Message Flow Requirements
Each campaign must follow a compliant messaging flow:
1. Opt-In Confirmation:
The message must Include:
- Program name
- Message frequency
- Customer care contact
- Opt-out instructions
- “Message & data rates may apply”
- See our example here: “
2. HELP Message:
When users text HELP, reply with:
- Program name
- Customer care contact info
3. STOP Message
When users opt-out, brands should:
- Confirm opt-out
- Include program name
- Do not send additional messages
5. Terms and Conditions Page
Terms and Conditions can appear directly below the CTA or be linked nearby. Must include:
- Program/Brand Name
- Description of product or service
- Message frequency
- Message & Data Rate Disclosure
- Customer support contact
- Opt-out instructions
6. Privacy Policy
Message Senders must protect consumer data and follow all applicable privacy laws. Privacy policies should clearly state that SMS opt-in data will not be sold, rented, or shared. If data sharing is mentioned elsewhere in the policy, include a specific clause that SMS data will not be shared. The privacy policy must be available at the point of opt-in (CTA). Sender’s Privacy Policy must:
- Be accessible from the CTA (opt-in)
- Clearly state that SMS opt-in data is not sold, shared, or rented
- Comply with applicable privacy laws
7. Deactivated Phone Numbers
Registration Processes
A deactivated number is one that’s been disconnected by the carrier—often due to the user switching providers or closing their account. These numbers are eventually recycled and reassigned, meaning you could accidentally message someone who never opted in. Understanding how deactivated numbers work is key to avoiding compliance risks.
Sending messages to recycled/deactivated numbers can result in:
- Fines up to $1,500 per message
- Potential class action lawsuits
Use our Deact Reports to keep contact lists updated and avoid penalties. For Deact Report inquiry, please contact us via: Report@vvpusa.net
Short Code Registration
- Timeframe: from 2 to 4 weeks
- Registration Required for:
- Brand
- Campaign
- Messaging flow & Call-To-Action (CTA) documentation
- Start Registration now (one form for all
- Download the PDF form here.
10DLC Registration
Toll-Free Number (TFN) Registration
- Timeframe: About 14 business days
- Registration Required for:
- Brand
- Campaign
- Messaging flow & Call-To-Action (CTA) documentation
- Start Registration now (one form):
- Download our PDF Form here
Summary
- Senders should always use accurate and approved messaging flows.
- Senders have to maintain updated terms, privacy policies, and message logs.
- Reach out to our team for the most recent documentation or changes.
Appendix
Industry Compliance Guides
- Canada Anti-Spam Legislation
- Canada Common Short Code Application Form
- Canadian Common Short Codes – A2P Messaging Compliance Documents
- Les Numéros Abrégé Communs Canadiens – Documents de Conformité de Messagerie A2P
- CTIA Messaging Principles and Best Practices
- CTIA Short Code Monitoring Program Handbook
- CTIA Short Code Monitoring Handbook Addendum
- AT&T Code of Conduct FAQ
- T-Mobile Code of Conduct_V2.2 2020
