Glossary

Application-to-Person messaging sent over a 10-Digit Long Code, meaning automated business texts from an ordinary local phone number. It is also the name of the carrier registration framework that governs them. Since 1 February 2025 US carriers block 100% of unregistered 10DLC traffic.

Full guide to A2P 10DLC

The first layer of A2P 10DLC registration. It verifies who your business legally is, using your legal name, EIN or business registration number, business type, address, and website. Usually approved within minutes to hours.

The second layer of A2P 10DLC registration. It approves what you intend to text about, based on your declared use case, sample messages, opt-in method, and opt-in form URL. Reviewed by The Campaign Registry and the carriers, typically in 1 to 5 business days.

Why campaigns get rejected

A structured SMS and email campaign sent to contacts already in a CRM who have gone quiet: unsold estimates, old inbound leads, and past customers. Because the contacts were already acquired, it produces booked appointments with no additional advertising spend.

Full guide to database reactivation

An exemption from the National Do Not Call Registry rules allowing contact for 18 months after a customer's last transaction, or 3 months after an inquiry. Critically, it covers live calls only and does not exempt autodialed or prerecorded calls and texts, which is what a bulk SMS campaign sends.

The explicit condition that causes an AI agent to hand a conversation to a human, along with what the human receives. Well-built escalation passes the full transcript and captured qualification rather than a callback slip. The quality of escalation, not conversational fluency, is what separates a useful AI agent from a frustrating one.

How AI employees hand off

In Google Analytics 4, an event that has been explicitly marked as important so it is counted as a conversion in reports. An event fires and is recorded whether or not it is a key event, but until it is marked, it does not appear in conversion reporting and cannot be attributed to a traffic source.

The elapsed time between a lead arriving and a business making first contact. Median response time for inbound B2B leads runs around 42 hours, while leads contacted within five minutes convert at roughly 21% against 2.3% for a next-day reply.

The data behind the response gap

The consent disclosure that must be visible on any web form collecting a phone number for messaging. It must name the sending business, state that message and data rates may apply, state message frequency, and give STOP and HELP instructions. Missing any component is a common cause of A2P campaign rejection.

The TCPA standard required before sending autodialed or prerecorded marketing calls and texts to a mobile number. The disclosure must have made clear that the consumer would receive marketing messages by automated means from that specific business. The pre-2023 version of this standard governs today.

The current TCPA position

The systems layer connecting marketing, sales, and service so that leads are captured, routed, followed up, and measured consistently. For a service business it usually means CRM configuration, automated follow-up, lead routing, and reporting that ties revenue back to source.

A consumer's withdrawal of permission to be contacted. Since 11 April 2025, revocation must be honored when made by any reasonable means, not only through platform-recognised keywords, and must be processed within a reasonable time not exceeding ten business days.

The provision at 47 CFR 64.1200(a)(10) under which a single revocation applies to all future calls and texts from that sender to that number, including on unrelated topics. Repeatedly delayed, and currently waived until 31 January 2027.

Deadline tracker

The billing unit for a text message. A message over roughly 160 characters is split into multiple segments, and both the platform rate and the per-message carrier surcharge apply to each one. Modelling a campaign per message rather than per segment materially understates cost.

Cost modelling

How quickly a business responds to a new inquiry, and the practice of minimising that time. The concept traces to a lead response study by Dr James Oldroyd tracking more than 15,000 leads, which found that contacting within five minutes made contact 100 times more likely than waiting thirty.

The central registry that receives A2P 10DLC brand and campaign submissions and distributes them to the mobile carriers for review. Registration fees originate here and with the carriers, and are passed through by your messaging platform rather than set by it.