Thinking about a market with solid growth but unclear contours
The ARCEP (French Regulatory Authority for Electronic Communications, Post and Press Distribution ) has decided. From 1 January 2023, telephone numbers starting with 06 or 07 will be reserved exclusively for private individuals , for “interpersonal” use.
“The Authority reserves the use of numbers starting with 06 and 07 – which are permanently associated with a user in everyone’s mind – exclusively for interpersonal communication services .”
As stated in the Arcep press release on this decision. Therefore, non-personal uses of mobile numbers will therefore move to other categories, such as the new category 09. ”
Today, companies can still send short messages to their customers from short codes (with or without Sender ID). Therefore, with the only prohibition being numbers starting with 06 and 07.
Why this change in numbering?
The use of notification messages has exploded in recent years. By 2022, 60% of text messages sent in France will be notifications . This strong growth is accompanied by new uses linked to the immediacy of the customer/brand relationship. Among them, calls and short messages sent by companies via 06 or 07 numbers to confirm bulk sms master an appointment or a delivery, or to be able to make and receive a call on a temporary number.
However, these new practices have blurred the relationship between brand and customer, paving the way for the misuse of cold calling and, above all, a surge in fraud .
Phone Phishing, Smishing A veritable epidemic of fraud has spread, forcing regulators to step in to better protect subscribers.
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A new numbering plan to protect subscribers
The application of this framework is excellent news, because these measures respond to two concrete problems:
- The explosion of unwanted commercial calls and messages, fraud and smishing
- Scarcity of resources starting with 06 and 07
By reserving 06 and 07 for private individuals – and switching commercial calls to 09 – the public will be able to identify commercial calls and messages more easily and therefore have a clearer idea of the type of content they are receiving. This decision offers greater protection against large volumes of calls and messages that can be a nuisance. Therefore, but also against the growing number of scam attempts.
Likewise, once this new and clear legislation is in place, the regulator will give operators a free hand by allowing them to implement the ability to cut loan data off mass shipments of smashing content through numbers 06 and 07.
SMS This action, combined with the control of Sender IDs (personalized senders ), should allow us to effectively combat smising and offer the market a sure gain in credibility!
The regulator has also taken steps to regain control of numbers 06 and 07, to avoid a shortage in the future.