The cannabis SMS glossary.

10DLC (10-digit long code) is the U.S. carrier-vetted framework for sending business SMS from standard 10-digit numbers. Brands and campaigns must be registered with The Campaign Registry before sending.

Valid SMS consent is verifiable, voluntary, and granted by the subscriber for the specific business and message type. For cannabis, consent must be captured with full disclosure of sender, frequency, opt-out method, and the cannabis-related nature of the content.

An opt-in is the explicit subscriber action that grants consent to receive marketing SMS. Valid opt-ins are time-stamped, attributed to a source, and tied to disclosure language the subscriber actually saw.

An opt-out is the subscriber's action to revoke consent. STOP, UNSUBSCRIBE, CANCEL, QUIT, END, and similar keywords must be honored immediately and confirmed once.

Deliverability is the share of sent messages that actually reach the subscriber's handset. Cannabis SMS deliverability is shaped by carrier filtering, sender reputation, content review, list hygiene, and consent quality.

Carrier filtering is the process by which mobile carriers (AT&T, T-Mobile, Verizon) decide whether to deliver, throttle, or block business SMS based on sender reputation, content, link reputation, and complaint history.

List hygiene is the ongoing discipline of removing inactive, invalid, and unengaged numbers from your SMS audience to protect sender reputation and deliverability.

Sender reputation is the carrier-assigned trust score for each sending number, built from delivery rate, complaint rate, opt-out rate, content patterns, and historical behavior.

Smart routing dynamically selects the best sending number, carrier pathway, and send time for each message based on subscriber carrier, geography, and engagement history.