Introduction

If you’re running a cannabis dispensary or brand, chances are you’ve heard about A2P messaging —Application-to-Person texting. In theory, it sounds great: a direct line to your customers’ phones. But in practice, especially in 2025, A2P messaging comes with major compliance pitfalls, hidden costs, and deliverability issues that make it a risky move for cannabis marketers.

Let’s break down what A2P is, how it works, and why smarter cannabis businesses are looking elsewhere for customer engagement.

What Is A2P Messaging?

A2P (Application-to-Person) messaging is when a business sends text messages to consumers using an application or software, rather than from a personal mobile device. It includes:

• Promotional SMS blasts

• Appointment reminders

• Two-factor authentication codes

• Loyalty program updates

In most industries, A2P is a reliable way to communicate. But cannabis isn’t “most industries.”

Why Cannabis Brands Get Flagged

Despite growing legalization, cannabis remains federally illegal in the U.S., which means carriers like AT&T, Verizon, and T-Mobile impose strict filters on anything related to cannabis — including hemp and CBD. Even legal dispensaries operating in fully compliant states are at risk.

Here’s what that means for your dispensary:

• Blocked messages: Carrier algorithms often flag cannabis-related language, causing your texts to fail silently.

• Account suspensions: If too many messages are flagged, your A2P account can be paused or banned.

• No refunds: You’re often charged for messages that never even reach the customer.

  
  

The 10DLC Registration Trap

To use A2P legally, you’re now required to register for 10DLC (10-Digit Long Code) — a system meant to legitimize business texting. But:

• Cannabis brands face denied or delayed approvals

• Your brand and campaign must be pre-vetted by third parties

• Costs and setup times are increasing every year

Even if you get approved, you’re still under constant scrutiny.

Delivery Rates Are Dropping

As of 2025, carriers have tightened enforcement of A2P guidelines. Many cannabis retailers report that even approved 10DLC numbers still suffer from:

• Low deliverability

• Throttled sends during peak hours

• Unexplained outages

You might think your customers are ignoring your messages — when in reality, they’re just not receiving them.

Alternatives That Actually Work

Smart cannabis marketers are moving away from A2P and exploring push notifications via digital loyalty wallets like Sticky Cards. These wallet-based systems:

• Deliver instantly to mobile lock screens

• Don’t require carrier approval

• Are immune to SMS keyword filtering

• Sync directly with POS platforms like Flowhub

And unlike SMS, you’re not charged per message.

Final Thoughts

A2P messaging might be the norm in other industries — but for cannabis in 2025, it’s a legal and logistical nightmare. Between compliance risks, inconsistent delivery, and rising costs, it’s simply not worth the gamble.

Instead, invest in secure, cannabis-compliant tools like Sticky Cards that keep you connected to your best customers — without the red flags.