CTIA’s updated messaging guidelines and best practices: 4 things you need to know

The Cellular Telecommunications Industry Association (CTIA) has updated its Messaging Best Practices and Guidelines for the first time since January 2017. These changes may affect businesses sending text messages, particularly those using local numbers not approved for new 10DLC carrier routes. Key updates include acknowledging toll-free and local numbers as accepted A2P messaging channels, defining non-acceptable A2P routes, clarifying P2P traffic guidelines, and expanding opt-in requirements for consumer consent.