Using Thryv's Voice and Text Services

Policy & Compliance Guide | Last Updated: July 2026

SMS messaging is a powerful marketing tool for your business. To help you use it effectively and compliantly, this guide covers:

  • What types of content you may and may not send
  • Why opt-in and opt-out messaging are essential for deliverability
  • 10DLC registration requirements for US commercial messaging
  • Thryv's voice and text messaging policies
  • Your responsibilities under applicable laws and carrier rules
This document is not legal advice and does not constitute a complete statement of all applicable requirements. You are responsible for ensuring your use of Thryv's messaging services complies with all applicable laws and regulations. Consult qualified legal counsel with specific compliance questions.

1. US Campaign Registration (Required)

All businesses sending A2P (application-to-person) commercial text messages using 10-digit long code (10DLC) numbers in the United States are required to register their Brand and Campaigns with The Campaign Registry (TCR) before sending messages. Commercial text messages using toll-free numbers are also required to register their Brand and Campaigns with Zipwhip before sending. This requirement is enforced by all major US mobile carriers. Unregistered traffic is subject to carrier filtering, blocking, or surcharges.

What You Must Register

  • Your Brand (your business identity, EIN, and contact details)
  • Each Campaign (the specific messaging use case, e.g., marketing, customer care, 2FA)
  • The phone numbers associated with each campaign

Thryv's Role

Thryv will facilitate the Brand and Campaign registration process on your behalf. However, you are solely responsible for the accuracy and completeness of all registration information you provide. Providing false or misleading registration information may result in immediate suspension of your messaging services and may expose you to carrier fines.

Registration Timing

Registration must be completed and approved before you send your first commercial message using a 10DLC number. Messages sent prior to approved registration are subject to filtering or blocking by carriers, and associated fees may be passed through to you.

2. US & Canada Content Restrictions

In addition to content prohibited by our Acceptable Use Policy, you may not include the following types of content in text messages sent using Thryv Services:

  • Controlled substances, including marijuana, cannabis, or CBD — even where legal in your local jurisdiction
  • Link shorteners (e.g., bit.ly, tinyurl) or non-branded domains for embedded links, which are blocked by mobile carriers
  • Loan and mortgage advertising
  • Credit repair offers
  • Debt relief offers
  • Debt collection attempts
  • Work-from-home advertisements
  • Secret shopper advertisements
  • Political advertisements and messages
  • SHAFT-E content: Sexual, Hate, Alcohol, Firearms, Tobacco, or Explicit/Adult content
  • Pharmaceutical, vitamin, or other drug advertisements
  • Messages structured to evade this policy or carrier policies (e.g., intentional misspelling, uncommon capitalization, character substitution)
  • Any content prohibited by applicable laws or carrier guidelines

3. Compliance – Opt-In Consent

Text messages must be sent only after the recipient has opted in to receive them. Prior to sending the first message, you must obtain clear, documented consent from the recipient, which consent may not be a condition of purchase, as required by applicable laws and industry standards, including the Telephone Consumer Protection Act (TCPA) and, for Canadian recipients, Canada's Anti-Spam Legislation (CASL).

Consent Requirements

  • You must clearly identify yourself as the sender and describe the type of messages the individual is agreeing to receive.
  • Consent to receive text messages cannot be bought, sold, or transferred. You may not obtain consent by purchasing a phone list from a third party, and you may not transfer consent you have received to any other party.
  • Consent expiration: If you have not sent a message within a reasonable period of receiving consent, or if there has been no consumer interaction with your messaging program for a reasonable period, you must obtain fresh consent before resuming messages.
  • Double opt-in (strongly recommended): Sending a confirmation text after signup is not universally required but is strongly recommended by the CTIA. Upon initial opt-in, send a message confirming enrollment and providing opt-out instructions. Note: double opt-in complements, but does not replace, TCPA's written consent requirements for marketing.

Permitted Opt-In Methods

Opt-in consent may be obtained through any of the following methods:

  • Entering a telephone number through a website form with a clear disclosure of the messaging program
  • Clicking a clearly labeled opt-in button on a mobile webpage
  • A text message initiated by the consumer expressing interest in receiving communications
  • Signing up at a point-of-sale or other on-site location
  • Opting in over the phone using interactive voice response (IVR) technology

Opt-In Confirmation Message Requirements

Your opt-in confirmation message must include all of the following:

  • Your program or brand name
  • A description of the message frequency (e.g., "Msg frequency varies" or "Up to 4 msgs/month")
  • The disclosure: "Msg & data rates may apply"
  • Opt-out instructions (e.g., "Reply STOP to cancel")
  • A link to your Terms of Service and Privacy Policy

Retention of Consent Records

Best practice is to retain proof of opt-in consent for a minimum of five (5) years after the end user opts out or your messaging relationship ends, whichever is later. This retention period is consistent with statutes of limitations applicable to TCPA claims. Records must be sufficient to demonstrate the method, time, and content of the consent obtained.

4. Compliance – US Opt-Out

You must provide a clear mechanism for recipients to revoke consent and opt out of receiving your SMS messages at any time via text reply. The CTIA guidelines specify opt-out keywords that must be recognized and honored, including:

  • STOP – unsubscribes the recipient from all messages
  • UNSUBSCRIBE – alternative opt-out keyword that must also be honored
  • CANCEL, END, QUIT – additional CTIA-recognized opt-out commands that must be honored

Upon receiving an opt-out request, you may send one final message confirming that the opt-out has been processed. No further messages may be sent until the individual provides fresh consent. Opt-out instructions must be included in all promotional messages; we strongly recommend including them in all messages.

5. Compliance – Canada Opt-Out (CASL)

If you send commercial electronic messages (CEMs) to recipients in Canada, you must comply with Canada's Anti-Spam Legislation (CASL) in addition to Thryv's policies. CASL requirements differ from US CTIA guidelines in several important respects:

  • Express or implied consent: CASL distinguishes between express consent (clearly given) and implied consent (inferred from an existing business relationship). Implied consent is time-limited and subject to specific conditions.
  • Unsubscribe mechanism: Every CEM must contain a functioning unsubscribe mechanism that can be acted upon for a minimum of 60 days after the message is sent. Unsubscribe requests must be honored within 10 business days.
  • Sender identification: Every CEM must clearly identify you (the sender) and include contact information that remains valid for at least 60 days after the message is sent.
  • No equivalent to CTIA keywords: CASL does not rely on keyword-based opt-out commands. You must provide a working electronic unsubscribe link or reply address in every message.

Violations of CASL can result in penalties of up to CAD $1 million per violation for individuals and up to CAD $10 million per violation for organizations. You are solely responsible for CASL compliance for messages sent to Canadian recipients.

6. Thryv SMS/MMS Messaging Policy

US & Canada

As a user of Thryv's text messaging services, your goal is to ensure messages reach customers without filtering or blocking. The most important step you can take is to obtain genuine consent and send only messages your recipients want to receive. This principle is central to Thryv's Acceptable Use Policy.

The CTIA publishes a Messaging Principles and Best Practices Guide for businesses using SMS to communicate with customers. Compliance with CTIA guidelines is required to successfully deliver messages to end users across all major US carriers.

These requirements apply to all usage of Thryv's messaging services, including web, mobile, and API applications.

7. Violations of Thryv's Acceptable Use Policy

Accounts found to be in violation of Thryv's policies and/or carrier rules and regulations may be subject to any or all of the following:

  • Reduced deliverability of messages
  • Additional campaign registration requirements
  • Carrier pass-through fees and surcharges
  • Temporary suspension of messaging services
  • Permanent termination of messaging services

Financial liability: Violations of the TCPA can result in statutory damages of $500–$1,500 per message. CASL violations can result in penalties up to CAD $10 million per violation. Carrier fines can be substantial. Thryv reserves the right to pass through any fines, fees, or penalties it incurs as a result of your violation of applicable laws, carrier rules, or this policy directly to you for resolution. You are solely and fully responsible for all such costs.

8. Voice Services

Thryv's voice services are provided over the internet (VoIP). By using Thryv's voice services, you acknowledge and agree to the following:

  • Emergency services (E911) limitation: Thryv's VoIP-based voice services may have limitations in accessing emergency services (E911) compared to traditional landline or cellular phone services. You must ensure that your employees, agents, and other users of Thryv voice services are aware of this limitation and have access to an alternative means of reaching emergency services (911). Thryv is not responsible for any inability to reach emergency services through Thryv's voice platform.
  • Recording and monitoring: If you use call recording or monitoring features, you are responsible for complying with all applicable laws regarding consent to record, including federal and state wiretapping laws and two-party consent requirements in applicable jurisdictions.
  • Regulatory compliance: Your use of voice services must comply with all applicable laws, including the TCPA, FCC regulations, and any state laws governing telemarketing and automated calling.

9. Pricing

To provide messaging and voice services to a broad user base, Thryv charges for usage of text and voice services based on the plan you purchase. Prices are subject to change. In the event of additional fees assessed by carriers (including 10DLC registration fees, campaign fees, or pass-through surcharges), Thryv reserves the right to pass these fees to you.

10. Summary of Your Responsibilities

While Thryv's services include tools to assist with compliance, it is ultimately your responsibility to:

  • Complete 10DLC Brand and Campaign registration before sending US commercial messages
  • Obtain valid opt-in consent before sending any text message
  • Retain proof of consent for at least five (5) years
  • Include required disclosures in opt-in confirmation messages
  • Honor opt-out requests promptly and completely
  • Comply with CASL requirements for any messages sent to Canadian recipients
  • Comply with all applicable federal, state/provincial, and local laws
  • Inform users of voice service E911 limitations
  • Accept responsibility for all fines, fees, and penalties arising from your non-compliance
Questions about compliance? Contact Thryv Support or consult qualified legal counsel familiar with TCPA, CASL, and carrier messaging regulations.