10DLC

Demystifying the US Messaging Ecosystem: Part 5 — The TCR Interview Deep Dive

The 5th installment of “Demystifying the US Messaging Ecosystem” dives deeper into the Campaign Registry (TCR) and its critical role in establishing order and compliance in 10DLC messaging. The TCR leaders discuss the registry’s origins, challenges it faced in the A2P messaging space, and collaborations with industry partners to streamline processes. TCR aims to reduce friction and enhance value in the ecosystem while supporting growth. With over 4 million registered brands, TCR sets a promising foundation for continued advancements in US A2P messaging, expected to grow significantly by 2033.

RCS is Here – But Not Without Some Growing Pains

Apple has launched iOS 18, which supports RCS, although RCS Business Messaging (RBM) is not yet widely available. It is expected to become prevalent in the U.S. within months. As users adopt iOS 18, SMS and MMS usage will decline significantly, with predictions suggesting an 85-90% drop in P2P SMS by the end of 2025. However, many small businesses will likely take longer to transition to RBM, continuing to use A2P SMS. The migration to RBM will be gradual and must ensure that vulnerable populations remain connected until the transition is complete, requiring further consumer education on messaging security and spam.

10DLC: the new messaging revolution in the U.S.

If you have a business, brand, or enterprise, large or small, you’ve probably considered using (or have already used) SMS to reach your customers, partners, or employees. Text messaging has been one of the most utilized communications media ever in terms of reach. The ability to send business text messages using long codes or “regular phone numbers” (e.g., 10DLCs) opens this media up for many, many more businesses and is becoming a new messaging revolution in the United States.