Introduction
In regulated messaging, the decision to send MMS instead of SMS is not a creative decision. It is an infrastructure decision.
Under A2P 10DLC, carriers evaluate message type, traffic pattern, content classification, complaint rates, and declared campaign use case. MMS adds complexity to every one of those variables.
For dispensaries, where vertical scrutiny is already elevated, MMS should be deployed deliberately. This article explains when MMS makes sense, when SMS is safer, and how to stay aligned with carrier expectations.
What’s Really Happening
Carriers treat SMS and MMS differently from a risk and processing standpoint.
SMS is lightweight, faster to process, and commonly used for operational traffic.
MMS includes media payloads, which increase cost, bandwidth usage, and automated content analysis.
For cannabis programs registered under 10DLC for dispensaries, the declared campaign type and public disclosures must match actual behavior. If your registration states “order updates and store communications” but your MMS traffic includes aggressive promotional imagery, you create classification risk.
Carrier systems evaluate:
Declared campaign use case
Opt-in disclosure language
Message frequency
Complaint and STOP rates
Content characteristics
Cost, Throughput, and Infrastructure Impact
| Factor | SMS | MMS |
|---|---|---|
| Per-message cost | Lower | Higher |
| Carrier scrutiny | Standard | Elevated |
| Throughput efficiency | Higher | Reduced under volume |
| Operational suitability | Strong | Limited |
| Filtering exposure | Moderate | Higher due to media content |
MMS can meaningfully increase cost per campaign. That cost must be justified by measurable incremental revenue or engagement.
When SMS Is the Correct Choice
For most dispensary programs, SMS should be the default.
Order confirmations
Pickup notifications
Delivery coordination
Account alerts
Menu availability updates
Carrier-aligned SMS example:
“Your order from [Dispensary Name] is ready for pickup. Please bring valid ID. Reply STOP to opt out. Reply HELP for assistance. Msg freq varies. Msg & data rates may apply.”
Operational messaging benefits from maximum deliverability and minimum risk. MMS provides no added value in these scenarios.
When MMS Can Be Strategically Appropriate
MMS may be justified when visual context materially increases action and volume is controlled.
New store opening announcements
Community event notices
Limited release product drops where imagery adds clarity
Brand collaboration announcements
Media should avoid explicit product consumption imagery and remain aligned with your registered use case and public compliance disclosures found under cannabis SMS compliance.
Carrier-aligned MMS example:
“[Dispensary Name] has updated menu availability. View current options at your selected location. Reply STOP to opt out. Reply HELP for assistance.”
Deliverability Risk Analysis
MMS increases filtering risk when:
Sending frequency spikes unexpectedly
Media content appears promotional beyond declared use case
Complaint or opt-out rates rise
Routing is not optimized for volume distribution
If you operate at scale, traffic pacing and routing matter. Review infrastructure alignment using smart routing. Replies generated from higher-engagement MMS campaigns should be actively monitored within inbox workflows.
Common Mistakes
Using MMS for every campaign. Increased cost does not automatically produce proportional revenue.
Sending promotional imagery under an operational campaign registration. This misalignment can trigger 10DLC review.
Ignoring complaint trends. MMS can increase engagement and also increase opt-outs.
Failing to include STOP and HELP instructions. These are required components of compliant A2P programs.
FAQ
Question: Does MMS require separate 10DLC registration?
Answer: Not necessarily, but your declared use case must accurately reflect promotional versus operational traffic patterns.
Question: Is MMS more likely to be filtered?
Answer: MMS carries higher scrutiny due to media payload and promotional associations. Filtering depends on content, consent quality, and traffic behavior.
Question: Should operational alerts ever use MMS?
Answer: Rarely. Operational alerts prioritize deliverability and speed, which SMS supports more effectively.
Question: How often should MMS be used?
Answer: Sparingly. MMS should be reserved for high-impact communications where visual context improves clarity or action rate.
Question: Does MMS improve click-through rate?
Answer: It can, but incremental revenue must exceed incremental cost and risk.
Question: What is the safest strategy?
Answer: Use SMS as the foundation. Deploy MMS selectively, measure impact, and monitor complaint and delivery trends closely.
Metrics or Signals to Watch
| Metric | What It Indicates | Action Threshold |
|---|---|---|
| Delivery rate | Carrier filtering patterns | Investigate if sudden drop after MMS campaign |
| STOP rate | Expectation mismatch | Reassess frequency and media tone |
| Complaint indicators | Program risk exposure | Pause MMS if elevated |
| Revenue per message | Return on cost | Must justify higher MMS spend |
For most dispensaries, SMS should remain the primary channel. MMS should be tactical, controlled, and compliance-aligned.
Sources and Further Reading
CTIA Messaging Principles and Best Practices outlines consent and responsible messaging standards.
The Campaign Registry provides A2P 10DLC registration and trust scoring framework.
FCC telemarketing guidance summarizes consumer protection standards relevant to automated communications.
This article provides operational guidance and does not constitute legal advice.
