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The A2P 10DLC is engineered to bolster faith throughout the messaging landscape and A2P 10DLC aims to bolster trust within the messaging ecosystem. This trust is built both by ensuring transparency about the senders and content of messages, and by ensuring the recipients’ consent. User consent is essential under both carrier regulations and cloudHQ’s messaging policies.

The challenge of SMS (text messaging) compliance

Interpreting SMS regulation can be daunting. This article aims to provide insight into the FCC’s Telephone Consumer Protection Act (TCPA), the CTIA’s messaging principles and best practices, cloudHQ’s Acceptable Use and Messaging Policies, and their correlation with A2P 10DLC.

Key Points:

  • Organizations utilizing 10-digit local phone numbers to send SMS via Peer-to-Peer (P2P) platforms are legally required to register under A2P 10DLC.
  • Providing consent and revoking consent are stipulated in both US carrier requirements and cloudHQ’s messaging policy.
  • Neither A2P 10DLC nor cloudHQ’s messaging policy make exceptions for 10DLC Special Use Case campaigns.
  • A2P 10DLC registration should result in reduced filtering of compliant messages, due to the increased transparency provided by brand and use case registration.
  • The S.H.A.F.T. guidelines prohibit sending SMS (mobile text) messages related to sexuality, hostility, alcohol, weapons, tobacco, marijuana, e-cigarettes, and CBD. Violating these rules when using Mailking by cloudHQ will lead to account suspension or closure.


Federal law may lay out certain requirements, giving rise to disparities between these statutes and the stricter policies implemented by carriers and communication platforms, such as cloudHQ. This has fanned confusion within the messaging ecosystem.

Peer-to-Peer Messaging

In June 2020, FCC issued a Declaratory Ruling addressing “peer-to-peer” text messaging under the TCPA. However, people are confused about the required consent for sending text messages to consumers. Remember that this ruling only covers the minimum federal requirements while carriers and communication platforms like cloudHQ require more stringent adherence to consent-based practices.

CTIA Messaging Principles and Best Practices

In 2019, the CTIA released the latest version of its messaging principles and practices, outlining practices that foster a healthy messaging ecosystem. Key among these practices are getting explicit opt-in and respecting opt-out from message recipients, with the opt-in relating to both sender and specific campaign use case. You can read

U.S. carriers decide which messages reach their customers. Failing to adhere to CTIA’s messaging principles and practices could result in message filtering and phone number blocking.

S.H.A.F.T. guidelines

To establish your SMS Marketing campaign, adherence to specific protocols is required. The transmission of messages involving themes of sex, hate, alcohol, firearms, and tobacco products (abbreviated as S.H.A.F.T.) is barred by SMS policies and laws. Messages pertaining to marijuana, electronic cigarettes, and cannabidiol (CBD) are similarly forbidden.

These regulations serve to safeguard against unsuitable audiences receiving such material. It’s imperative that any SMS communications sent through Mailking by cloudHQ be devoid of this content.

Failure to observe S.H.A.F.T. standards may result in your account being suspended or shut down.

cloudHQ Messaging Policy

cloudHQ’s Messaging Policy, the core of our Acceptable Use Policy, aligns with CTIA practices, requiring consent and able to revoke consent. This policy seek to maintain a healthy, sustainable messaging ecosystem.

It is crucial that organizations ensure they have received consent for each campaign use case they’re messaging. Neither A2P 10DLC nor cloudHQ’s messaging policy make exceptions for special use case customers.