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Phone Numbers and Tracking

A2P registration basics

Register the brand and campaign before sending SMS at scale.

Intermediate30 minWeek 3
Related training lesson: Week 3: Communication Points and Lead Entry Map

Purpose

This SOP helps you understand and complete A2P registration before sending SMS from the CRM. A2P registration is required by most carriers in the United States and Canada for business SMS. It applies to marketing messages, appointment reminders, follow-up messages, notifications, and most automated SMS use cases. Sending SMS from an unregistered number can cause delivery failures, blocked messages, campaign penalties, higher costs, and long-term deliverability damage. The goal of this SOP is to plan the registration correctly, submit accurate information, and understand the effect on messaging before turning SMS features on. This SOP is educational only. A2P rules, requirements, review times, penalties, and platform steps can change. Always confirm current requirements with the phone number provider and the CRM support documentation.

When to Use This SOP

  • Setting up a new CRM account that will send SMS
  • Adding SMS to an existing CRM account for the first time
  • Launching SMS reminders, workflows, or campaigns
  • Assigning phone numbers to sales, service, or support users
  • Preparing for a client onboarding that includes SMS
  • SMS is being blocked, delayed, or flagged
  • The business is changing brand name, business structure, or use case

Before You Start

  • Do not send SMS from unregistered numbers, even for testing, if the platform requires registration for that use case.

You should have access to:

  • The exact legal business name
  • The exact business address
  • The EIN or business tax number, where required
  • A working business website
  • A business email that matches the domain, if possible
  • A clear description of what the business does
  • A clear description of how contacts opt in to SMS
  • Sample messages that reflect real use
  • The intended message volume
  • The intended use case type, such as customer care, marketing, notifications, or mixed

Step-by-Step Procedure

  1. 1
    Confirm SMS is actually needed

    Before registering, confirm SMS is part of the real communication plan.

    SMS may be needed for:

    • Appointment reminders
    • Missed-call text-back
    • New lead follow-up
    • Service confirmations
    • Sales conversations
    • Support responses
    • Reactivation messages

    If SMS is not part of the plan, do not register yet. Registering an unused number path adds complexity without value.

  2. 2
    Understand the two parts of A2P registration

    Most registrations have two parts:

    • Brand registration — identifies the business
    • Campaign registration — identifies how SMS will be used

    Both parts are usually required.

    Brand information must match official business records. Campaign information must match how SMS will actually be used.

  3. 3
    Prepare accurate business information

    Prepare the exact business details, including:

    • Legal business name
    • DBA name, if used
    • Business address
    • EIN or tax ID, where required
    • Business phone number
    • Business website
    • Business email
    • Business vertical or industry
    • Business size or employee count
    • Business type, such as sole proprietor, LLC, or corporation

    Registration reviewers compare this information with public business records.

  4. 4
    Define the use case

    Choose the correct use case type.

    Common use cases include:

    • Customer care
    • Account notifications
    • Marketing
    • Appointment reminders
    • Delivery notifications
    • Mixed

    Do not select “marketing” if messages are transactional, and do not select “notifications” if messages are actually marketing.

  5. 5
    Document how contacts opt in to SMS

    Registration usually requires a clear opt-in explanation.

    Common opt-in sources include:

    • Website form
    • Booking form
    • Checkout process
    • Phone or verbal opt-in
    • In-person signup
    • QR code form
    • Landing page form

    The opt-in language should be clear.

    Example:

    By submitting this form, you agree to receive text messages from [Business Name] related to your request. Message and data rates may apply. Reply STOP to opt out.

    This is a planning baseline, not legal advice.

  6. 6
    Prepare sample messages

    Registration usually requires sample messages that match the actual use case.

    Good sample messages:

    • Match the real business voice
    • Reflect real use
    • Include the business name
    • Include opt-out language, where required
    • Do not include unrelated or misleading content

    Vague sample messages are a common reason registrations are rejected.

  7. 7
    Submit the registration

    Submit the registration through the CRM's phone number provider integration.

    Confirm:

    • Brand information matches business records
    • Campaign information matches the intended use
    • Opt-in language is included
    • Sample messages are included
    • Contact information is accurate

    Save a copy of the submitted information for future reference.

  8. 8
    Wait for approval before sending real SMS

    Approval times vary and can change.

    During the waiting period:

    • Do not send real SMS from unregistered numbers, if the platform requires registration first
    • Do not launch SMS workflows
    • Do not launch SMS reminders
    • Do not import contacts for SMS campaigns
    • Do not assume approval is automatic
  9. 9
    Handle rejections carefully

    If registration is rejected, do not resubmit the same information.

    Review:

    • Business name accuracy
    • Address accuracy
    • EIN or tax ID accuracy
    • Use case selection
    • Opt-in language
    • Sample message clarity
    • Website content and business legitimacy

    Adjust and resubmit only after understanding the reason for rejection.

  10. 10
    After approval, connect numbers to real workflows

    Once registration is approved, connect numbers to the correct workflows.

    Test:

    • One SMS in each direction
    • Missed-call text-back, if configured
    • Appointment reminders, if configured
    • Follow-up sequences, if configured
    • Opt-out handling, using STOP

    Do not skip testing after registration.

  11. 11
    Document the registration

    Save documentation for future reference.

    Include:

    • Approved brand information
    • Approved use case
    • Approved sample messages
    • Approved opt-in sources
    • Approval date
    • Assigned phone numbers
    • Any restrictions
    • Any renewal requirements

    Registration information should be treated as part of the CRM operating record.

Checks Before You Finish

  • ✓SMS is actually needed
  • ✓Brand registration information is accurate
  • ✓Campaign registration information matches the real use case
  • ✓Opt-in sources and language are documented
  • ✓Sample messages match real business use
  • ✓Registration was submitted correctly
  • ✓No unregistered SMS is being sent while waiting
  • ✓Rejections are handled carefully
  • ✓Approved numbers are connected to workflows
  • ✓SMS was tested after approval
  • ✓Registration details are documented

Common Mistakes

Watch for these
  • Sending SMS before registration where registration is required
  • Using inaccurate business information
  • Choosing the wrong use case
  • Skipping opt-in documentation
  • Submitting weak sample messages
  • Launching SMS workflows before approval
  • Resubmitting after rejection without adjustment
  • Not testing after approval
  • Not documenting the registration
  • Assuming rules never change

Related SOPs

← Back to SOP LibraryContinue to Week 3: Communication Points and Lead Entry Map