Definition
The CTIA Messaging Principles and Best Practices are the US wireless industry's guidance on consent, opt-out and content for business text messaging, used by carriers and 10DLC reviewers as the baseline for what is acceptable.
CTIA is the US wireless industry association, and its Messaging Principles and Best Practices (May 2023) set the baseline that carriers and campaign reviewers apply. The FCC's TCPA rules are the law; the CTIA principles decide, in practice, whether messages are delivered.
The principles call for a clear and conspicuous call to action with disclosures about the type and purpose of the messages, and a confirmation for recurring messages that gives the program name, a customer care contact such as a phone number or HELP instructions, how to opt out, that messages are recurring and how often, and any fees. An opt-in should not be transferable or assignable, and people must be able to opt out at any time through multiple mechanisms, followed by one final opt-out confirmation.
They also cover content and traffic practices: a clear privacy policy referenced in the call to action, no renting, selling or sharing of opt-in lists, and link shorteners that are dedicated to the sender rather than public ones shared with spammers. Spreading traffic across many numbers to avoid limits is named snowshoe messaging and advised against.
Mismatches with these principles are the usual reason for 10DLC rejections and for message filtering. Keep consent records with a timestamp, the medium and the wording used. OmniChannels.ai's team prepares 10DLC registrations with you; approval stays with the carriers.
Frequently asked questions
Is the CTIA guidance law?
No. The TCPA and FCC rules are the law. The CTIA principles are industry guidance that carriers and reviewers use to decide what is delivered, so ignoring them risks filtering or rejection even when the law is met.
What do the principles say about link shorteners?
They advise that a sender who shortens links uses a shortener whose web address is dedicated to that sender, not a public one shared with other senders, and that links should identify the owner.
What is snowshoe messaging?
CTIA's term for spreading traffic over many numbers to avoid limits or filters. The principles advise against it, and it is a recognised reason for campaign problems.