Why use one number for calls and texts?
Clients use whatever number is on your Google profile, website and booking confirmations. If that number can't receive texts, clients who text it may never reach you, and a second "text us" number is one more thing to keep track of. One number means every call and text lands in the same place, and replies come from a number clients already recognize.
How do you text-enable your salon number?
- Check what your number is. A landline, a VoIP line, a mobile or a toll-free number (800, 888, 877, 866, 855 or 844).
- Ask your phone provider whether it can turn on texting for that number. If it can't, a separate messaging provider can often add texting while your calls stay with your current provider. Twilio's Hosted Numbers FAQ, for example, describes adding messaging to US and Canadian voice numbers without affecting their voice service (Twilio).
- Prove you own the number. Providers usually ask for a verification call or a signed letter of authorization before they turn on texting.
- For a toll-free number, only the business that holds the number for voice calls has the authority to text-enable it (CTIA Messaging Principles and Best Practices).
- Register for texting compliance. In the US, your provider registers your business and the kind of texts you'll send. That's A2P 10DLC, explained below.
- Decide who answers. A shared inbox, the front desk, or an AI receptionist that replies and books for you.
What does 10DLC mean?
10DLC stands for 10-digit long code: a standard US local phone number. A2P (application-to-person) 10DLC is the standard US carriers use so that texts sent to US users from local numbers through software are verified and consensual (Twilio). Carriers treat any text sent through a texting platform as A2P.
Here is how the system works, from the organizations that run it:
- Carriers. T-Mobile says business messages "must be part of an approved campaign" to reach its customers, and that all senders of sanctioned 10DLC traffic "must be registered before their campaign messages will be approved for delivery" (T-Mobile). It warns that business texts sent through unsanctioned "gray routes" risk being delayed or not delivered.
- The Campaign Registry. TCR runs registration for 10DLC, where businesses ("brands") and their messaging providers are verified before they can send. A brand can't register with TCR directly. Your messaging provider registers your brand and campaign for you (The Campaign Registry).
- CTIA. The wireless industry's Messaging Principles and Best Practices treat any business, including small businesses and medical practices, as a "Non-Consumer" sender. Businesses are expected to get consent to text, get express written consent for marketing texts, and let clients opt out at any time (CTIA).
Which salon texts need which kind of consent?
CTIA sorts business texts into three types (CTIA). This is industry guidance, not legal advice, so check the rules that apply to you.
- Conversational. A client texts you first and you reply with what they asked for, such as an opening on Friday. CTIA says no extra permission is expected.
- Informational. The client gives you their number and agrees to texts for a purpose, such as appointment reminders and confirmations. CTIA expects express consent, which can be given by text, on a form, on a website or verbally.
- Promotional. Offers, sales and last-minute deals. CTIA expects express written consent, such as a checkbox on your booking form.
CTIA also says opt-out instructions should use the standard word STOP, and that a client who opts out gets one confirmation and no further messages.
What should you ask a texting provider?
- Can you text-enable the number my clients already call, or do I need a new one?
- Do you handle A2P 10DLC registration for my salon, and how long does it take?
- How do you handle STOP and other opt-out replies?
- Who replies to incoming texts: my team, or software that can answer and book?
- Can it send missed-call text-backs and waitlist texts from the same number?
What about the UK and Australia?
10DLC is a US system. In the UK, marketing texts fall under the Privacy and Electronic Communications Regulations, which the ICO enforces. Australia has its own spam rules for commercial messages, so check them before you send marketing texts.
How CallPad helps your salon
CallPad is an AI receptionist for salons, spas, med spas and clinics in the US, UK and Australia. It:
- answers every call 24/7, including evenings, weekends and busy periods, without adding staff hours
- books, moves and cancels appointments in real time with the stylist or provider the client asks for, on the booking systems it works with
- replies to texts sent to your salon's number and can book appointments by text
- sends missed-call text-backs, so callers who hang up still hear from you
- can add callers to your waitlist and text the clients on it when a slot opens up, to help fill last-minute gaps
- answers common questions about your services, opening hours and policies
- transfers the call to a team member when a caller needs a person
- speaks English, French, Greek, Spanish, Portuguese, German and many more languages
So clients can call or text the number they already know, and get an answer either way.
Setup takes about 10 minutes. CallPad books in real time into Mindbody, Booker, Zenoti, Square Appointments, GlossGenius, Setmore, Zoho Bookings, Phorest, SalonIQ, Salon Manager, Shortcuts, Simple Salon, Cliniko and Google Calendar, plus HubSpot CRM. Using another system? Ask us.
Related guides
Frequently asked questions
Can clients text my salon landline?
Only if the number is text-enabled. Many business landline, VoIP and toll-free numbers can be text-enabled by a messaging provider while your calls stay where they are. Ask your phone provider or texting tool whether your number qualifies.
What is 10DLC?
10DLC stands for 10-digit long code, which is a standard US local phone number. A2P 10DLC is the system US carriers use to make sure business texts sent from local numbers are registered, verified and wanted.
Do salons need 10DLC registration?
In the US, yes, if your business texts go out from a local 10-digit number through a texting tool. T-Mobile says all senders of sanctioned 10DLC traffic must be registered before their messages are approved for delivery. Your texting provider registers your business for you.
Can I register my salon with The Campaign Registry myself?
No. The Campaign Registry says businesses can't register directly. Your messaging provider registers your brand and campaign on your behalf.
Does 10DLC apply in the UK or Australia?
No. 10DLC is a US system. In the UK, marketing texts fall under the Privacy and Electronic Communications Regulations, which the ICO enforces. Australia has its own spam rules, so check them before you send marketing texts.
Does CallPad answer texts?
Yes. CallPad replies to texts sent to your salon's number and can book appointments by text. It also sends missed-call text-backs and waitlist texts, and answers calls 24/7.
Try CallPad
Ask us about your setup, or hear CallPad answer a booking call.
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