The Cellular Telecommunications Industry Association (CTIA) has released its updated 2019 Messaging Principles and Best Practices guide, which outlines guidelines for businesses using SMS to communicate with customers. The update clarifies the difference between Consumer or Person-to-Person (P2P) and Non-Consumer or Application-to-Person (A2P) messaging and creates new guidelines around A2P messaging. Under these updated guidelines, message senders must obtain a consumer's express consent to receive messages, including obtaining written consent for marketing messages, and ensuring that consumers can revoke consent at any time. Twilio is educating its customers about these changes as it is committed to creating a healthy messaging ecosystem that serves all participants. As a result, Twilio's political messaging customers must now seek express consent from individuals before sending A2P messages, and failure to do so may lead to heavily filtered messages.