How to get started messaging as an REI

In this guide, we'll walk you through setting up your Twilio account. This article series will provide the step-by-step instructions and resources needed to leverage Twilio's capabilities and maximize Lead Sherpa's potential for your business.

→ SMS Guide: Part 2 - Integrating Twilio with Lead Sherpa

→ SMS Guide: Part 3 - Setting up your Templates

External Resources & Articles
1. Applying for an EIN
2. How to set up a website
3. Creating a Twilio Account and a 10DLC Campaign
4. Buying Numbers & Best Practices
5. Registering Numbers with 10DLC
Next Steps

EXTERNAL RESOURCES & ARTICLES

Part 1

→ How to Apply for an EIN (IRS)

→ How to set up a website (Youtube)

→ How to create a Twilio account and integrate Twilio into Lead Sherpa

→ A2P 10DLC Campaign Approval Requirements (Twilio)

→ Twilio Page to Buy Numbers

Part 2

→ I already have a Twilio account. How do I integrate it with Lead Sherpa?

→ SMS Guide: Part 2 - Integrating Twilio with Lead Sherpa

→ Attaching your 10 DLC Campaign to Numbers in Twilio

1. Applying for an EIN

Why do I need an EIN to send messages?

An Employer Identification Number (EIN) is like a social security number but for a business. It is important for businesses to handle taxes, hire employees, open bank accounts, build credit, and comply with legal requirements.

To send messages, you need to be 10DLC-approved, and to request a 10DLC, you need to have an EIN. 10DLC (10-Digit Long Code) is a messaging system used to send application-to-person (A2P) messages via standard phone numbers. These messages are often used for marketing, notifications, and other types of communication between businesses and their customers. An EIN (Employer Identification Number) is required for 10DLC registration for a few reasons:

1. Business Identification: Just like how an EIN identifies a business for tax purposes, it also serves to identify the business when it engages in communication activities, including A2P messaging via 10DLC. This helps ensure accountability and traceability in messaging, which is important for regulatory compliance and maintaining trust between businesses and consumers.

2. Regulatory Compliance: In the United States, regulatory bodies such as the Federal Communications Commission (FCC) and the Cellular Telecommunications Industry Association (CTIA) oversee messaging practices to protect consumers from spam, fraud, and abuse. Requiring businesses to provide their EIN helps these regulatory bodies verify the legitimacy of businesses engaging in A2P messaging and enforce compliance with relevant rules and regulations.

3. Trust and Accountability: Providing an EIN adds a layer of trust and accountability to the messaging ecosystem. It allows messaging providers and carriers to verify the identity and legitimacy of businesses sending A2P messages, which helps maintain the integrity of the messaging channel and protects consumers from unwanted or malicious communications.

How to apply?

Step 1: Determine your eligibility

If your principal business is located in the United States or its territories, you may apply for an EIN online.
The person applying online must have a valid Taxpayer Identification Number (SSN, ITIN, EIN).
You are limited to one EIN per responsible party per day.
The "responsible party" is the person who ultimately owns or controls the entity or who exercises ultimate effective control over the entity. Unless the applicant is a government entity, the responsible party must be an individual (i.e., a natural person), not an entity.

Step 2: Understand the online application

You must complete the application in one session, as you will not be able to save and return at a later time.
Your session will expire after 15 minutes of inactivity, and you will need to start over.

Step 3: Submit your application

Apply here: https://sa.www4.irs.gov/modiein/individual/index.jsp
After all validations are done, you will get your EIN immediately upon completion. You can then download, save, and print your EIN confirmation notice.

2. How to set up a website

Why do I need a website?

In order to request your campaign to be 10DLC approved, a website with a clear description of what you do (purchase homes), an opt-in form requiring name, property address, phone number, and a checkbox that must be checked by the user, indicating their consent to be messaged are needed.

Setting your website up

Step 1: Get a Domain.

Step 2: Create a website that reflects your real estate investing business.

Here is a video tutorial that could be useful: How To Create A Business Website

Step 3: Add an opt-in form that is easily findable on your website and includes name and phone number input boxes.

Add disclaimer language under your opt-in form. Our recommend language for collecting opt-in is:
- "By checking this box, I consent to receive recurring emails, text messages, and calls with marketing offers and other information about my property, including the possibility of using automated technology. Msg. & data rates apply. You may opt-out at any time. Consent is not a condition of purchase."
Here is a visual example of what your form should look like:

3. Creating a Twilio Account and a 10DLC Campaign

Prerequisites:

You have established a business entity with an EIN and have the exact, accurate business name, address, and entity type available. More information on how to do that can be found here: How to Apply for an EIN
You have published a website with a clear description of what you do (purchase homes) and an opt-in form requiring name, property address, phone number, and a checkbox that must be checked by the user, indicating their consent to be messaged.
Required information for United States A2P 10DLC registration:
- Business Information:
  - Business Name
  - Physical Address (Street, City, State/Province/Region, Postal Code, Country)
  - Business Identity (Direct Customer or ISV/Reseller/Partner)
  - Business Type (Sole Proprietorship/Partnership/Corporation /Co-Operative/LLC/Non-Profit)
  - Company Status (Private/Public)
    - Stock Ticker & Exchange (if Public)
  - Business Registration Number & Type (EIN for US-based companies, other business identifier for non-US
  - companies)
  - Industry
  - Website
  - Regions of Operations
- Points of Contact - One or more authorized representatives with the following info:
  - Name
  - Email
  - Title
  - Phone Number
  - Job Position (Director/VP/GM/General Counsel/CEO/CFO)

Steps:

1. Go to twilio.com/try-twilio and follow the setup instructions. Match information to your business where possible for easier setup later.

2. After creating an account, click "Register for A2P"

3. This should guide you to create a customer profile

4. At this point, you should be entering your company details, EIN, business type, website, etc. Your screen should look like this:

→ If your screen looks like the image above (step 4), skip to step 7.

5. Alternatively, your screen may have a mandatory "Sole Proprietor Brand" checked because Twilio sets up a "default" customer profile for you that looks like this:

6. If your screen looks like the image above (step 5), you need to set up a new customer profile:

7. When creating your customer profile, YOU MUST ENSURE YOUR INFORMATION EXACTLY MATCHES IRS RECORDS. That is, your FEIN (FEDERAL EIN), business name, and address as registered with IRS exactly:

8. Once that is complete, proceed to register your brand. You can either do low-volume or vetting to get higher throughput. Vetting does not incur significant additional time and may unlock higher capacity, so it is encouraged:

9. Finally, create your 10 DLC campaign. THIS PART IS VERY IMPORTANT TO GET CORRECT. Make sure to choose "marketing," attach it to your messaging service, and provide a self-generated and authentic description, sample messages, and flow for consent.

DO NOT RE-WRITE EXACTLY WHAT IS WRITTEN IN THE IMAGE BELOW, OR IT WILL LIKELY BE REJECTED. Write your own messages with the essential information (your name, company name, seller name, seller address, and appropriate language) as well as a sensible opt-in flow that references your website's form and other methods you have.

The approval process typically takes 2-5 days. However, if the submission is incorrect, it can take 5-10 days.

→ A2P 10DLC Campaign Approval Requirements (Twilio)

Please include at least 3 sample messages. Here are some examples; please modify them to suit your company.

Include the following Opt-Out language:

- "Reply STOP to opt-out."

Leave the following fields empty:

Examples - DO NOT RE-WRITE EXACTLY THE FOLLOWING EXAMPLES

- End users choose to participate by visiting our website at (ADD WEBSITE HERE), where they can enter details about their property and provide a mobile number, along with consenting to receive messages by checking a designated box. Additionally, we engage with individuals who provide their contact information in person at events, ensuring thorough follow-up afterward.

- To opt-in, end users can visit the website (PLEASE ADD WEBSITE HERE) and provide their property information and mobile number. They also need to check a box to confirm their consent to be messaged. Alternatively, some users may provide their contact details in-person at events. In such cases, we follow up with them after the event.

10. Confirm your Campaign Registration

11. Check back each day on your Twilio account to see when you are “Verified”.

4. Buying Numbers & Best Practices

We require a minimum of 5 numbers per area code and recommend a maximum of 10. You may use as many as 40 numbers in one area code, but we do not recommend going over 20 as we believe that having more numbers than that may actually be less advantageous.

We recommend using numbers that correspond to the geographic region you will be messaging to.

Periodically, rotate numbers by buying new ones.

→ Twilio Page to Buy Numbers

5. Registering Numbers with 10DLC

1. Once you have purchased numbers in the area code you want to message in, click on "Register phone numbers"

2. This will take you to the list of Messaging Services. Select the Messaging Service associated with the 10DLC campaign that has been verified and update its name. Each Messaging Service should have a unique name (the default name is "Marketing A2P Messaging Service", however this name will cause issues to your account). After that's complete, click on your Messaging Service: