Launching text messaging strategy

Last updated August 5, 2026

Starting a text messaging service is a powerful way to connect with your contacts instantly. However, it requires a little preparation to ensure compliance, trust, and a successful launch.

This guide walks you through the essential steps, from registration to communication, ensuring your first campaign is a success.

1. Essential Preparation: The Campaign Registry (A2P 10DLC)

Recur will help you get your brand and campaign registered by first filling out this form: Recur Campaign Registry.

Why 10DLC Registration?

Before you can reliably send texts, you must register your brand and campaign with The Campaign Registry (TCR). This is a mandatory step for all commercial messaging in the US and Canada (known as A2P 10DLC) to prevent spam and ensure high deliverability.

What is A2P 10DLC?

  • A2P: Application-to-Person (messages sent from a software application like ours to a person).

  • 10DLC: 10-Digit Long Code (a standard local phone number, like 555-555-5555).

Your Required Steps:

  • Brand Registration: Register your organization's legal name, tax ID, and address. This confirms who you are to mobile carriers.

    • Action: Complete the required fields in the [Your Company Name] dashboard (or follow the specific process provided by getrecur.com).

  • Campaign Registration: Describe what you will be texting about (e.g., appointment reminders, marketing alerts, event updates).

    • Action: Select the closest use case in the registration process and provide a few sample messages.

  • Approval: Once submitted, our team and the carriers will review your information. This process typically takes 14–21 business days.

Note: Messaging sent without proper registration will be filtered, blocked, or heavily charged by carriers. Registration is your ticket to reliable delivery.

2. Pre-Launch Communication Strategy (The Trust Bridge)

Your contacts are used to hearing from you via email or seeing your updates on your website. Use these channels to introduce the new texting service before you send the first text. This establishes trust and reduces confusion.

A. The Email Campaign

Send an email to your contacts 1-2 weeks before your intended launch date. Focus on these key elements:

  • Subject Line: Great News! A new way to hear from us.

  • The Why: We’re launching text message reminders/updates for faster, more convenient communication.

  • The What: Detail what kind of messages they will receive (e.g., "Only urgent event changes," "Appointment reminders 24 hours in advance," "New product announcements").

  • The Sender: Clearly state the number the texts will come from (if known, or describe it as a local number).

  • The Call to Action (CTA): Include an explicit, easy way for them to opt-in or confirm their preference now. Example: "If you want to receive texts, click here to update your profile."

B. The Web/Landing Page Notice

Place a brief notice on your website or create a quick FAQ page.

  • Add a banner to your homepage: "We're launching text messaging on [Date]! Learn more here."

  • Update your Privacy Policy or Terms of Service to clearly outline how texting data will be used and how they can opt-out.

3. Launching and Onboarding (The First Message)

Once you are registered and your contacts are informed, you can send your first campaign. Every initial text message must include critical opt-out and help instructions to remain compliant.

How to Collect Consent (Opt-In)

Compliance requires explicit consent (opt-in) from your contacts. Here are common methods:

  • Website Form: Contacts check a box on a form that says: "Yes, I agree to receive text messages from [Your Company Name]. Message frequency varies. Text STOP to opt out. Msg&Data rates may apply."

  • Verbal Confirmation: During a phone call, staff confirm and log: "Do you consent to receive text messages for appointment reminders?"

  • Email CTA: Using the pre-launch email (as described in Section 2).

4. Opt-Out, Compliance, and Best Practices

Maintaining an easy and clear way to stop receiving messages is non-negotiable and essential for maintaining a positive reputation with carriers and customers.

Stop and Help Instructions

You must always honor these keywords instantly and automatically.

Keyword: STOP

  • Required System Response: The contact is immediately removed from all text campaigns. Your system must reply: "You have been unsubscribed and will no longer receive messages. Reply START to resubscribe."

Keyword: HELP

  • Required System Response: Provide information about your service. Your system must reply: "[Your Company Name] Alerts. Message frequency varies. For support, call [Your Support Number]. Msg&Data rates may apply."

Best Practices

The "Dos"

  • Keep it short. Text messages should be concise and direct.

  • Segment your lists. Only text people who need that specific information.

  • Include a clear CTA. Tell the recipient what to do next (e.g., "Click here," "Call this number").

The "Don'ts"

  • Text late at night. Only send between 8:00 AM and 9:00 PM local time.

  • Send the same text repeatedly. Avoid sending duplicate messages within a short timeframe.

  • Use all caps or excessive punctuation. This triggers spam filters.