The world of 10DLC SMS for the cannabis and hemp sector in 2025 is marked by carrier vigilance, evolving federal and state regulations, and far-reaching compliance barriers. As dispensaries, brands, tech providers, and marketers eye text messaging as a vital tool, they increasingly confront stiff rules around SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco) content, carrier-imposed penalties, and a meticulous 10DLC brand/campaign registration regime. This article delivers a no-spin reality check for businesses planning SMS outreach in this highly scrutinized space, including how to map carrier restrictions, craft compliant campaign briefs, and align with FCC one-to-one consent requirements.
What Is 10DLC and Why Is It Crucial in 2025?
10DLC (10-digit long code) is the standard for Application-to-Person (A2P) SMS marketing across U.S. carriers. By 2025, all major U.S. mobile networks—including T-Mobile, AT&T, and Verizon—require brands that use SMS to consumers to:
- Register both their brand and each specific campaign through The Campaign Registry (TCR).
- Accept ongoing monitoring for content compliance, particularly with carrier policies and federal guidance around SHAFT and controlled substances.
Unregistered or mis-declared SMS campaigns now face immediate throttling, carrier blocking, or high dollar fines. According to Springbig’s 2025 guide, the December 1, 2024 deadline forced virtually every business in the sector to reevaluate their SMS program or risk losing access.
SHAFT Policy: Why Hemp & Cannabinoid Offers Face Special Scrutiny
SHAFT content—Sex, Hate, Alcohol, Firearms, and Tobacco—is categorically prohibited in A2P SMS by most U.S. carriers. However, the cannabis and hemp sector faces additional hurdles:
- THC, CBD, Delta-8/9, and cannabinoid language commonly triggers content blocks, even if the offer is for federally legal hemp-derived products.
- T-Mobile and AT&T monitor for “circumvention” attempts (e.g., creative misspellings, emojis, or roundabout phrasing).
- Many carriers treat hemp, cannabis, and even broad references to CBD as flagged SHAFT content—regardless of state legality.
According to Twilio’s SMS guidelines, even passing references to cannabinoids or sellers can result in message filtering and carrier fines, which, as of 2025, continue to be imposed at up to $10,000 per violation (per Twilio penalty matrix).
Are Any Hemp Campaigns Permitted by Carriers?
Legitimate hemp companies occasionally succeed with SMS by:
- Meticulously omitting all cannabinoid references in copy
- Registering educational-only, non-promotional campaign briefs via 10DLC
However, no U.S. carrier unambiguously allows explicit sales promotions of hemp, CBD, or derivative cannabinoids via SMS/MMS in 2025. Attempts are subject to message blocking, number suspension, and escalating fines regardless of FDA/USDA/FCC status.
Anatomy of a Compliant 10DLC Cannabis/Hemp SMS Campaign
Step 1: Register Brand and Campaigns with The Campaign Registry (TCR)
- All legal entities must register both as brands and create individual messaging “campaigns” via The Campaign Registry.
- Information required includes brand EIN, legal name, website, high-level business category, and details for each campaign (e.g., goals, sample messages, consent model).
- Campaigns are reviewed for prohibited topics: any indication of SHAFT or cannabis-related commerce is highly likely to generate denial or extra scrutiny.
Step 2: Develop Compliant Campaign Briefs & Sample Messages
- Write sample messages that omit all cannabinoid/THC/CBD terminology—even for legal hemp products. Focus on education, event invitations, or loyalty updates not making product offers.
- Avoid euphemisms or code language; carriers now deploy advanced filtering and AI-powered flagging systems.
Example of a higher-likelihood SMS campaign brief:
“We invite you to our wellness event! RSVP for schedule and info. Reply STOP to opt-out.”
Step 3: Deploy Robust Age-Gating and Geographic Controls
- Though not a cure-all, age-gating (verifying 21+) and geographic targeting (messaging only in compliant states) are best practices and are often required by brand guidelines.
- Document and demonstrate explicit one-to-one consent in line with FCC TCPA rules—ensure all recipients have self-opted-in with clear language about nature of future SMS.
Step 4: Maintain Compliance Post-Launch (Ongoing Obligations)
- Monitor campaigns for subscriber STOP and HELP responses; TCR requires responsive opt-out mechanisms and prohibits attempts to circumvent.
- Update your messaging footprint as rules change; carriers actively re-review registered campaigns.
Carrier Enforcement: Fines, Message Blocking, and Account Suspension
2025 has seen a spike in carrier-initiated enforcement actions. Per T-Mobile A2P SMS guidelines, the following penalties apply:
- Fine escalation: First-offense fines for SHAFT/cannabis content start at $1,000-$2,000 per message, with repeat violations often exceeding $10,000.
- Blocking/throttling: Suspect campaigns are throttled or outright blocked before delivery to recipients—often with little notice.
- Permanent suspension: Companies that repeatedly violate SHAFT or 10DLC protocol risk being banned from SMS channels, including shared short codes and local long codes.
Proactive action:
- Work with your SMS partners who have proven knowledge of 10DLC rules. Many platforms (e.g., Springbig, TXTImpact) have built-in compliance review for message queues and templates, plus escalation paths for denied campaigns.
- Audit your opt-in and opt-out flows quarterly to reduce TCPA risk.
Overarching Federal Guidance—In Sync With FCC and State Law
Text messages remain regulated by:
- FCC’s Telephone Consumer Protection Act (TCPA), requiring one-to-one express consent, explicit opt-out language, and clear descriptions for SMS programs.
- State advertising and marketing rules (which often mirror or exceed federal standards in restricting cannabis and hemp offers).
- Carrier policies—which can be stricter than federal/state law—are the ultimate determiners of deliverability.
Important: Even if your message is 100% legal in your state, a carrier’s denial or block often cannot be appealed or bypassed.
Key Takeaways for Cannabis/Hemp Businesses and Marketers
- Do not rely on SMS/MMS as your sole direct-to-consumer channel for cannabis or hemp promotions in 2025; even state-licensed programs are subject to SHAFT/carrier bans.
- Always register and describe campaigns fully via TCR; do not misrepresent the nature of your messaging, as non-disclosure is grounds for fines and permanent removal.
- Structure SMS marketing around educational, event, or community engagement campaigns, and strictly avoid product offers.
- Maintain clear opt-in/opt-out records and monitor changing regulatory landscapes monthly.
Looking Forward
The bottom line for regulated sector texting in 2025: the cannabis and hemp industry faces real, non-negotiable friction from U.S. carriers and the 10DLC system. SMS remains a high-risk, high-compliance channel, demanding vigilance and strategic adaptation.
To stay current, access regulatory summaries, and find trusted compliance tools, visit CannabisRegulations.ai. Our platform connects you with the latest rules, best practices, and technology vendors for SMS and digital marketing compliance across every U.S. jurisdiction.
