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There is one significant concern that brands may have with the Telephone Consumer Protection Act (TCPA) and FCC regulations around SMS marketing: reassigned phone numbers.
The TCPA requires that brands acquire the express prior written consent of a consumer before opening them up to SMS marketing—but what happens when the consenting consumer gets a new phone number, and someone else winds up with the original number? How is the brand to know that they’re about to accidentally violate TCPA consent regulations?
If the phone carriers don’t relay this kind of information to the brand (or the marketing agency managing the campaign), then there’s no way for these entities to know about the reassigned phone number. Which means that there’s no way for the brand to avoid the potential TCPA violation lawsuit that can come from these accidental violations.
TCPA One-Call Exemption
Fortunately, the FCC has made a ruling regarding the TCPA consent guidelines around reassigned numbers. It’s called the One-Call Exemption, and it gives brands one un-punishable message that brands can use to either regain consent or delete the offending phone number from their systems.
That way, brands can ensure that consumers want to receive their text message marketing, or simply delete the consumer from their subscriber lists. It’s a solution that keeps consumers and brands protected.
If you’re interested in learning more about text message marketing and the TCPA, check out our free TCPA Text Messaging Survival Guide.