A2P guidelines by Plivo to work with ISVs

Independent Software Vendors (ISVs) provide A2P messaging and voice services to businesses, helping them with campaign planning, content creation, deployment, monitoring, and analytics. A2P content may include P2P-like messaging, generic marketing, personalized marketing, notifications, OTP authentication, and more.

To maintain a secure and compliant ecosystem, Plivo has established the following guidelines for ISVs.

Messaging & Calling guidelines for onboarding end brands:

1. Direct Brands Only: ISVs should only onboard traffic from direct brands—businesses that engage directly with end subscribers and collect opt-ins. ISVs working with other ISVs need prior approval from Plivo.
2. Segregation of Traffic: ISVs must separate the traffic of each end brand using sub-accounts. Each sub-account should be assigned for all messaging and calling API requests.
3. Geography Access: By default, access to all regions outside the US is disabled at the main account level. ISVs should enable access to relevant geographies after completing KYC for each end brand.
4. Compliance for Each Brand: All messaging and calling compliance flows must be completed for each end brand separately. For example, if a sender ID is approved for Brand B1, it cannot be used for Brand B2, even for legitimate use cases like two-factor authentication (2FA).
5. Prohibited URL Shorteners: Public URL shorteners (e.g., bit.ly, tinyurl.com) and ISV-owned shorteners are prohibited. Only brand-owned URL shorteners are allowed.
6. Prohibited Content: The following categories are strictly prohibited, and no campaign or toll-free verification will be supported for them:
   
   
   • Mortgage & Loan (including high-interest, student, auto, and personal loans)
   • Stock Alerts/Trading
   • Cryptocurrency
   • Deceptive Work-from-Home Programs
   • High-Risk Investment Opportunities
   • Multi-Level Marketing
   • Credit Repair Programs
   • Real Estate (Sales, Servicing)
   • Job Postings (Direct or Third-Party Listings)
   • Gambling/Sweepstakes
   • Debt Collection/Reduction/Consolidation
   • Lead Generation & Affiliate Marketing
   • Tobacco/Vape
   • Federally Illegal Drugs
   • SHAFT (Sex, Hate, Alcohol, Firearms, and Tobacco)

Best Practices and Prohibited Content

7. Opt-Out Guidelines:
   • If an end subscriber opts out of messages, they should not be contacted again, regardless of the sender ID used.
   • ISVs should monitor incoming messages and remove customers who have opted out from contact lists.
   • Subscribers on national do-not-call lists must be excluded from campaigns. ISVs should subscribe to available DNC lists.
8. Keyword Monitoring: Plivo will block outbound messages containing specific keywords that may violate our AUP. ISVs can request to whitelist specific keywords on a case-by-case basis. The decision is at the discretion of Plivo's compliance team. A heads-up of two weeks will be given before the enforcement of changes.
9. No Redaction Capabilities: ISVs will not be able to redact message content or destination phone numbers. This policy allows Plivo’s compliance team to effectively monitor for non-compliance.
   
   

Enforcement and Penalties:

• Any violation of A2P compliance rules will result in penalties according to Plivo’s guidelines.
• Violations can lead to the suspension of a SID or campaign, and if deemed serious, all SIDs or campaigns linked to a sub-account may be suspended without prior notice.
• Multiple violations may lead to account suspension.
• If an ISV detects a compromise affecting message or call traffic, they must report it immediately via email to security-report@plivo.com with relevant supporting details.