Service · Compliance
Compliance & Deliverability
The unglamorous half of SMS that decides whether the rest works. Consent, sender IDs, A2P 10DLC, and STOP handling, set up so messages land near the 96.6% delivery benchmark and nobody draws a regulator’s attention.
Compliance and deliverability are the same problem viewed from two angles. Get consent and sender IDs right and messages both land and stay legal; get them wrong and you face carrier filtering on one side and a data-protection complaint on the other. Daniel Okafor, who came from a European CPaaS, owns this layer on every account.
Consent under GDPR and ePrivacy
EU marketing SMS needs prior consent. The ePrivacy Directive’s Article 13 requires opt-in for direct marketing by electronic mail, and GDPR Article 7 says you must be able to demonstrate that consent and make withdrawal as easy as giving it. We build consent capture that meets the EDPB’s rules: no pre-ticked boxes, no bundling with terms, and a record of how and when each subscriber opted in.
Sender-ID registration, country by country
Alphanumeric sender IDs (your brand name, up to 11 characters) need registration in a growing list of countries. Spain’s CNMC registry becomes mandatory on 15 September 2026, Italy’s AGCOM restricts alphanumeric IDs to Italy-based brands, and France bans A2P sends from French mobile numbers. We register the right sender type per destination so IDs aren’t silently rewritten to a random number.
A2P 10DLC for US expansion
Brands expanding to the United States need A2P 10DLC registration: a Brand and a Campaign registered through The Campaign Registry, with carrier vetting. Fees run about $4.50 for a sole-proprietor brand and $15 per campaign use-case, plus per-message carrier fees. We handle the registration as part of multi-market rollouts. If you’re planning a US launch, talk to us, or see why brands hand us the channel.
Compliance and deliverability questions
Straight answers
What consent do we need to send marketing SMS in the EU?
Prior opt-in. The ePrivacy Directive (Article 13) requires consent before marketing by electronic mail, which includes SMS, and GDPR Article 4(11) defines valid consent as a freely given, specific, informed, unambiguous affirmative action. A soft opt-in applies to existing customers for similar products.
Do we need to register a sender ID?
In many EU countries, yes. Alphanumeric sender IDs are capped at 11 characters and several registries are mandatory: Spain’s CNMC blocks unregistered IDs from 15 September 2026, Italy’s AGCOM restricts alphanumeric IDs to Italy-based brands, and France has its own rules. We register per destination country.
What about deliverability — why do messages get filtered?
Carriers filter on sender reputation, content, and link domains. We use registered sender IDs, branded link domains, and clean opt-in lists to hold delivery near the 96.6% campaign benchmark. SHAFT-rule content (sex, hate, alcohol, firearms, tobacco) and bare URL shorteners are the usual causes of blocking.
Free audit
Want your consent and sender-ID setup audited?
A free SMS audit: we review your consent setup, deliverability, and the flows you’re missing, then show the revenue they could return. No obligation.