New industry-wide requirements for toll-free messaging

The industry is shifting towards a more compliant and transparent ecosystem for Application-to-Person (A2P) messaging, with the introduction of US A2P 10DLC routes in 2020 and recent changes requiring registration for all restricted toll-free numbers. These requirements aim to drastically reduce spam and fraud, while preserving the value of business messaging and reducing its impact on consumers. To comply, users must register their restricted toll-free numbers, with new badges indicating their status and providing resources for the registration process. The goal is to create a global messaging ecosystem built on trust, increasing engagement and driving long-standing loyalty, ultimately benefiting businesses through more valuable communications.

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