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Easier A2P Messaging Rules for the US, Canada & Internationally
Key Takeaways
- A2P Registration Simplified: No longer mandatory for CA to CA messaging if you registered before March 26, 2025.
- Persona Verification: A new option for sending messages from the US or Canada to international destinations without A2P registration.
- US/Canada to International: Persona verification replaces A2P registration for smoother messaging.
- US, Canada, and Puerto Rico Messaging: Still requires A2P registration to comply with local regulations.
- No Changes for US/CA to UK Messaging: Messages to the UK will still require special handling.
What’s New in A2P Messaging Rules?
The messaging landscape has undergone significant updates, particularly when it comes to A2P messaging. Here’s a detailed breakdown of the major changes that will simplify the process for businesses in the US, Canada, and beyond.
1. Simplified Messaging for CA to CA
One of the most notable changes is the removal of the A2P registration requirement for Canada-to-Canada (CA to CA) messaging, as long as the number was purchased before March 26, 2025. For numbers purchased after that date, you will still need to either complete A2P registration or use Persona verification. However, businesses with Persona-verified accounts won’t see messages fail because of missing A2P registration.
Example: A Canadian business that registered its number in 2023 can continue sending messages to other Canadian numbers without needing to go through A2P registration, making compliance easier for those already registered before the deadline.
2. US and Canada to International Messaging
Previously, businesses sending messages from the US or Canada to international destinations needed to go through the A2P registration process, which could be time-consuming and confusing. Now, the process has been simplified. For international messaging, you no longer need A2P registration as long as you complete Persona verification. This change removes unnecessary steps and helps businesses expand their global reach without running into regulatory hurdles.
Example: A business based in the US can now send messages to international customers, such as in the UK or India, as long as they have completed Persona verification. A2P registration is not required for these routes, making global communication easier and faster.
3. Domestic Messaging Still Requires A2P
While the rules for international messaging have been simplified, any messaging that occurs within the US, Canada, or Puerto Rico still requires A2P registration to comply with local regulations. Missing A2P registration will result in messages being blocked, preventing successful delivery.
Example: A business running a campaign between the US and Canada will still need A2P registration to ensure their messages are delivered without errors or interruptions.
4. Exception: US/Canada to UK Messaging
Despite the simplifications for many regions, messaging from the US or Canada to the UK remains unsupported unless configured correctly. These messages will fail with error code 21612, indicating that the destination cannot receive messages with the current “To/From” combination. This is an important exception to keep in mind if your business is trying to reach customers in the UK.
Tip: Ensure that your messaging systems are properly configured when reaching out to the UK from North America, as the standard A2P or Persona routes will not work.
Why These Changes Were Made
The recent updates to A2P messaging rules reflect an ongoing effort to make messaging more accessible and efficient for businesses, while still maintaining necessary compliance. Feedback from businesses indicated that the previous A2P requirements were too complex and restrictive, especially in cases where they weren’t legally necessary.
These changes aim to:
Simplify Onboarding and Setup: Businesses can get started with messaging more quickly and easily without the need to go through multiple layers of compliance registration.
Reduce Friction in International Messaging: Sending messages from the US or Canada to international destinations no longer requires A2P registration, which was often a roadblock.
Ensure Continued Compliance: While many of the requirements have been relaxed, messaging is still required to meet local regulations, especially for US and Canada-based communications.
Enhance Message Deliverability: By using Persona verification, businesses can ensure their messages reach their destination reliably, with fewer failures or issues.
How These Changes Benefit Your Business
With these updated A2P messaging rules, businesses can now streamline their messaging processes and improve efficiency. Here are some of the primary benefits you can expect:
1. Reduced Setup Time
The simplified rules make it easier for businesses to get their messaging systems up and running, saving time that would otherwise be spent on navigating complex registration and verification steps.
Example: A business can now send international marketing campaigns without needing to register for A2P, as long as they complete Persona verification. This drastically reduces the time to launch a global campaign.
2. Cost Savings
By eliminating the need for A2P registration for certain routes, businesses save on registration fees. These savings can be reinvested into other aspects of the business, such as marketing or customer service.
Example: A US-based business that frequently sends messages to Canadian customers no longer needs to pay for A2P registration, allowing them to allocate those funds elsewhere.
3. Improved Compliance and Security
Persona verification acts as an alternative to A2P registration, offering businesses a more flexible and secure way to verify their identity. This ensures that messages are delivered without any interruptions due to compliance issues.
Pricing Breakdown for A2P Registration:
While Persona verification is often the preferred route for international messaging, A2P registration is still required for domestic messaging in the US, Canada, and Puerto Rico. The cost for A2P registration typically ranges between $50 to $75 per campaign, depending on the type of messages being sent and the volume. Always check with your service provider for the most up-to-date pricing.
Frequently Asked Questions
Do I still need A2P registration for messaging between the US and Canada?
Yes, A2P registration is still required for messaging within the US, Canada, and Puerto Rico.
What happens if I send messages internationally without Persona verification?
Are there any changes to messaging between the US and the UK?
Can I send messages without A2P registration for Canadian messaging?
What is Persona verification?
Conclusion
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