What is the Cellular Telecommunications Industry Association?

The Cellular Telecommunications Industry Association (CTIA) is a US trade association and non-profit organisation that represents wireless carriers and suppliers, including AT&T, T-Mobile, Verizon, and many more. The association established guidelines for the transparent and ethical use of mobile messaging services.

The CTIA oversees all aspects of the short code system and monitors its use across the wireless industry.

Since many brands use short codes to engage with their target audiences via personalised SMS and MMS campaigns and flows, CTIA compliance is vital in mobile marketing.

What is the Short Code Registry?

All short codes in the US are leased from a single registry. The Short Code Registry is the database of available short codes. One of the primary roles of the CTIA related to SMS short codes is to manage the Short Code Registry. 

4 essential CTIA rules your brand should follow

  1. Obtain clear consent for SMS marketing: Your subscribers must clearly consent to receive your messages through a sign-up form or opt-in checkbox when purchasing a product.
  2. Use opt-in confirmation messages: a keyword opt-in so your subscribers can confirm their choice to receive messages.
  3. Be transparent about the messages people will receive: Your subscribers must be fully aware of what kind of messages they’re signing up to receive and who they’re from.
  4. Honor opt-out requests: Brands must acknowledge and honor all opt-out requests.

What are the consequences of not complying with CTIA guidelines?

The CTIA isn’t a government agency, so it has no legal authority to enforce action against you if you violate its guidelines. Still, the CTIA can report you to mobile carriers, who may suspend or shut down your access to their customers until you achieve full compliance.

To streamline compliance and create personalised SMS campaigns and automated flows, try a marketing automation platform like Klaviyo. Use Klaviyo to apply for a short code, segment your audience, send targeted messages created with custom forms, and integrate data from over 350 platforms and tools.

Sign up for Klaviyo to optimise your mobile marketing strategy and send messages that drive results.

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