What Is A2P Messaging and Why It’s Risky for Cannabis Brands in 2025

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.

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

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.

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