SMS (short message service) messaging, which allows for the sending of 160-character text-only messages to any cellular device, has become a cornerstone of communication in recent years. The straightforward nature, ease of use, and universal accessibility of SMS messaging make it an ideal communication tool for veterinary providers.
Unlike multimedia messaging, which often requires a Wi-Fi connection or the ability to download applications, SMS can be sent and received on any cellular device, regardless of its model or features. This widespread capability ensures veterinary practices can reach a broad audience of pet parents, disseminating information efficiently and effectively.
Further, SMS messaging allows the delivery of timely reminders for appointments, medication schedules, and preventive care measures, all of which help clients stay on top of their pet’s health needs. It helps provide pet parents with peace of mind, knowing they have access to their veterinarian in case of an emergency or for routine inquiries.
As SMS messaging continues to grow in popularity and usage, new regulations have emerged to protect recipients of these messages. Let’s look at how you can further utilize this tool safely and reliably to improve client communication and compliance.
What is A2P 10DLC?
Developed by mobile carriers to enhance the reliability and security of messaging, A2P 10DLC (application-to-person 10-digit long code) is a messaging system that enables businesses, including veterinary practices, to send authenticated and secure SMS/MMS messages using a standard 10-digit phone number. This system essentially allows veterinary practices to text-enable their existing hospital phone numbers and combat spam and fraudulent activities by ensuring messages are authenticated by the provider and routed through a software interface. This process confirms the messages come from a legitimate source, providing an added layer of security and trust for recipients.
This system extends across the North American numbering plan (NANP), which covers the United States, U.S. territories, Canada, and the Caribbean.
Benefits of using A2P 10DLC
1) High message volumes and throughput
A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via standard 10-digit long code. A2P 10DLC can handle high-volume messaging demands and deliver messages in a timely manner.
This capability is crucial for time-sensitive communications, such as appointment reminders or real-time updates on pet care. Practices can rely on this system to manage large volumes of messages efficiently, maintaining smooth and effective communication with pet parents. The ability to handle high-volume messaging means your practice can send out mass notifications, such as alerts about disease outbreaks, new services, or changes in operating hours, without worrying about delays or bottlenecks in message delivery.
2) Improved deliverability
Messages sent through A2P 10DLC have a significantly higher chance of reaching pet parents’ inboxes compared to those sent through short codes, which are often flagged by spam filters.1 The higher deliverability is largely due to the reputation scores assigned by The Campaign Registry (TCR), the central hub for A2P 10 10DLC messaging campaigns.
TCR works with North American mobile operators and companies that are in the messaging business to register A2P text messaging campaigns. The registry supports a sanctioned A2P 10DLC text messaging campaign ecosystem and provides visibility into the messaging source and content, allowing mobile carriers to provide a more reliable and simple messaging service for campaign service providers (CSPs) and brands. A higher reputation score increases the likelihood messages will be prioritized by mobile carriers.
Additionally, with enhanced throughput, practices can send more messages per second, ensuring time-sensitive notifications and promotions are delivered promptly and reliably. Pet parents receive critical information when they need it most, enhancing the overall effectiveness of communication strategies.
3) Increased engagement
Messages to and from local numbers feel familiar and authentic to recipients, which can help increase trust and engagement from pet parents. Local numbers are more likely to be opened and responded to, enhancing communication between the practice and its clients. Consumers place greater trust in verified ecosystems. Per research conducted by leading messaging providers, when business verify their messaging, customers are up to 27 percent more likely to engage.2 This interaction can include confirming appointments, asking follow-up questions after a visit, or seeking advice on pet care.
Moreover, increased interaction leads to higher compliance with care recommendations, such as medication adherence and follow-up appointments, which ultimately result in better health outcomes for pets. The use of local numbers also personalizes communication, making it feel more direct and less corporate, fostering a stronger bond between the veterinary practice and pet parents.
4) Compliance with regulations
A2P 10DLC is designed to comply with the Telephone Consumer Protection Act (TCPA) and Cellular Telecommunications Industry Association (CTIA) regulations, which state only verified businesses may send messages.
This regulatory compliance enhances the credibility and trustworthiness of your practice, reassuring pet parents that the messages they receive are legitimate and important. Furthermore, compliance with these regulations protects veterinary practices and their communications providers from potential legal issues.
5) Streamlining SMS and voice calls
A2P 10DLC is more cost-effective compared to short codes and toll-free numbers. It supports various use cases, including SMS campaigns, two-way messaging, and voice calls. This versatility provides a seamless communication experience for both pet parents and the practice. By using the same number for both SMS and voice calls, practices can streamline their communication channels and improve overall efficiency.
In addition, pet parents can easily switch between texting and calling the practice, depending on their needs, without confusion or inconvenience. Contact information for the practice is also simplified—easier for pet parents to remember and use.
6) Seamless integration
A2P 10DLC integrates smoothly with existing veterinary management systems, ensuring patient information is up-to-date, and that messaging is tailored to the needs of pet parents. This seamless integration allows veterinary practices to leverage their current systems while enhancing their communication capabilities. By adopting A2P 10DLC, practices can optimize their workflows and improve patient outcomes. The integration with practice management systems means that messages can be automated based on patient records, such as sending reminders for upcoming appointments, follow-up care instructions, or wellness check reminders, without manual intervention. This automation reduces the administrative burden on staff, allowing them to focus more on patient care.
| Registration process
To utilize A2P 10DLC, your client communications provider will need to register your business and phone number. The registration process typically involves gathering the following information:
Phone numbers take approximately a month to be registered with all text providers. Once registered, SMS/MMS messages will appear to come from the requested practice phone number. If the pet parent has the practice name and phone number saved in their mobile phone, messages will appear to come from the practice name, thereby personalizing the communication and enhancing the client experience. This registration process ensures that all messaging is compliant with industry regulations, providing a secure and trustworthy communication channel for both the veterinary practice and pet parents. |
Conclusion
A2P 10DLC offers benefits for veterinary practices, enhancing communication efficiency, client engagement, and regulatory compliance. By adopting this advanced messaging system, veterinary practices can improve patient outcomes, optimize resource use, and deliver a higher standard of care. The bonds strengthened by using a trusted and validated message source is crucial for providing pets consistent and attentive care, as engaged and informed pet parents are more likely to adhere to recommended health protocols.
Adopting A2P 10DLC is not just a technological upgrade; it is a strategic move to help foster stronger relationships with your clients, ensuring that their pets receive the best possible care.
Nikhil Talgeri is an expert on pet health technologies, specializing in digital outreach, patient engagement and visit management. He has been closely involved in bringing products for veterinary digital communications, appointment management, veterinary visit compliance, AI-driven pain management and practice loyalty to companies such as Covetrus, Zoetis, Henry Schein Veterinary Solutions and Vetstreet. Talgeri currently leads the digital client communications product line for Covetrus.
References
- https://www.sinch.com/blog/what-is-10dlc/#:~:text=Improved%20deliverability%20and%20reliability,-Since%2010DLC%20numbers&text=This%2010DLC%20registration%20process%20reduces,also%20improves%20your%20brand’s%20reputation.
- https://www.twilio.com/en-us/resource-center/a2p-10dlc-shift-business-messaging