The US business messaging landscape is undergoing a significant shift with the implementation of A2P 10DLC requirements, which presents both challenges and opportunities for businesses. SMS remains a critical part of many companies' business strategy due to its effectiveness, global reach, and high ROI. However, poorly timed or unwanted messages erode consumer trust, leading to filtering, carrier disruptions, and negative consumer behavior. A2P 10DLC aims to improve consumer trust and the ROI of every message sent by introducing verified ecosystems, increased transparency, and accountability. This shift represents an opportunity for businesses to innovate and reinvigorate their messaging frameworks on a larger scale, with Twilio providing tools and features to promote trusted relationships between businesses and customers.