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Messaging - SMS Brands

An "SMS Brand" is basically just a profile (ie. business name, phone, and address) that you provide to carriers like Verizon and T-Mobile that identify you when they are sending your SMS messages to their customers.  It's basically like Caller ID for SMS.  It tells the world who you are and continues to ride along with your SMS messages even if you change your SMS phone number.  It establishes a sending reputation so that the carriers know you're legit and don't flag your messages as spam or slow down their delivery.

How to set up your SMS Brand

To create your SMS Brand, go to Settings > SMS Phone Numbers and drill in. We will automatically show you the "Create a brand" page right off if you haven't done it before.

After filling it out, click Save and Submit, and the form will disappear with a message telling you that it's pending review.  Our carrier will notify you, typically within an hour, if it was approved or rejected.  If rejected, you can try submitting it again.

Beyond the value that this brings to your SMS delivery, please know that the industry (and US government) have enacted rules that will soon require SMS Brands to be in place for all "A2P 10DLC" messaging.  That might look like a bunch of gobbledygook, but it basically stands for "application-to-person messaging using regular 10-digit phone numbers" which is what OwnerRez does.  You have a 10 digit phone number, and it's used to send SMS messages from an application (OwnerRez) to a person (the guest).

Here are some interesting things to know about SMS Brands:

  • The brand info (profile name, number, address) cannot be changed after submitting it.  So, what happens if you move addresses?  The answer is: we're not sure yet.  SMS Brands are a new thing based on new regulations, and we've built according to the latest specs that have been published.  We should have an answer for that in the future.  If you need to change your brand info, contact us and we can reset your entire SMS Brand and have you start over.  But generally speaking, once you submit the brand, you're done, and it's locked in place.
  • Nothing is sent to any government.  While there are government rules in the US about the adoption of Brands and A2P sending, the information we submit is only used by our SMS carrier to prepare your "Caller ID" stuff with the carriers.  We cannot say what happens to it beyond that, but OwnerRez does not transmit anything to any governing bodies, which we would not do anyway based on our Privacy Policy.
  • Where did the SMS Brand button or page go?  After submitting your brand and getting approved, we purposefully hide the SMS Brand area so as not to confuse or frustrate you when you can't change the information.  Don't worry, your SMS Brand is still there under the covers, and we'll use it when sending your messages.  In the future, we may show approved SMS Brands if there's something you can do with them.

Don't want to create an SMS Brand?

You don't have to, and we will continue sending SMS messages on your behalf.  But very soon, if your SMS Brand is not established, sending may no longer be possible.  Even now, many carriers are slowing down delivery or blocking numbers entirely if a sender is unrecognized and sends a lot of messages.  The sooner you establish your brand, the sooner your sending reputation will benefit from it.

What if my brand is rejected?

This should be rare, but if you do get a rejection, don't worry!  You can reconfirm your info is correctly entered and then resubmit.  Or if you'd rather, contact us and we can check on what went wrong.  Definitely if you get a second rejection, contact us for support.