SMS marketing or what folks understand more broadly as text messaging has long been a go-to medium for direct communication—especially in the B2C space. But as new industry regulations tighten around phone number registration, businesses are feeling the squeeze. Is texting still a good option for B2B and B2C companies alike? And what will be required to be compliant in 2025? Let’s review.
B2C: High Engagement, High Expectations
For B2C companies, text messaging is still one of the most effective ways to reach customers. Consumers are accustomed to getting texts from their favorite brands and providers—whether it’s a flash sale, a shipping notification, or a personalized discount. The immediacy and personal nature of texting often lead to strong conversion rates—when done right.
B2B: Use with Care, and Context
Text messaging in the B2B world is a trickier proposition. While it can be incredibly effective in specific contexts—like confirming meetings, sending appointment reminders, or sharing critical alerts—it’s not always welcome. Business professionals aren’t typically conditioned to receive texts from vendors or service providers. This is where understanding your audience becomes absolutely crucial.
Younger, more tech-native decision-makers might be more open to receiving texts, especially in industries like tech, marketing or startups. But a C-suite executive in a conservative or highly regulated industry might find it intrusive. Before diving into SMS for B2B, ask yourself: Does my audience actually want to be texted? Do I have their trust—and their permission?
The Challenge of Collecting Authentic Phone Numbers
Another big challenge for B2B texting is simply collecting reliable phone numbers in the first place. In B2C, customers typically provide their mobile numbers during purchases or account sign-up. But in B2B, people are more guarded about sharing personal contact info—especially mobile numbers. They may only list office landlines or generic company lines on business cards or websites.
If your goal is to text your B2B contacts, you’ll need a strategy to collect valid, opted-in mobile numbers. That might include gated content, event registration forms, or CRM-integrated tools that confirm consent during lead capture. Keep in mind: compliance doesn’t just mean registering your number—it also means securing and documenting permission to text.
Cue new rules in 2025
Mobile carriers in the U.S. are now requiring businesses to register their phone numbers and messaging campaigns through the A2P 10DLC (Application-to-Person 10-digit long code) registry. This goal of the registry is to reduce spam. In theory, this is a win for everyone. In practice, it adds friction: more paperwork, approval delays and higher compliance costs. For honest marketers, it’s becoming increasingly important to balance speed of delivery with compliance with the carriers.
With all these changes, it’s fair to ask: Is SMS still worth it?
The answer is yes—but only when it fits your audience, your goals and your compliance strategy.
- For B2C, it remains a high-performing channel, especially when you prioritize relevance and personalization.
- For B2B, it should be approached with care, used sparingly, and backed by clear consent.
Where we could see the biggest impact is in the SMB space. Text messaging is a favorite tool among SMBs —for both B2C and B2B companies — because of its simplicity and seemingly low cost of entry. Whether the burden of these new A2P 10DLC requirements will curtail the efforts of this segment remains to be seen but certainly continued use on their part will put them at risk of carrier compliance issues that could possibly get well—intended small business marketers blocked from messaging anyone, not just their customers.
This blog was contributed by Jennifer Koon, Principal of Michael Mackenzie Communications.