Messaging architecture

LeadsRally is a product owned and operated by VALHALLA MARKETING LLC, a Florida limited liability company. LeadsRally is a SaaS CRM platform — SMS, voice, email, and WhatsApp delivery is performed entirely through credentials provided by each customer to their own organization in LeadsRally. LeadsRally does not act as an SMS aggregator or as a sender on behalf of its customers. This page documents how messaging works and what it means for A2P 10DLC compliance.

1. Two distinct messaging contexts

1.1 LeadsRally's own first-party SMS program

LeadsRally — operated by VALHALLA MARKETING LLC — sends SMS to its own users and prospects who have given prior express written consent at leadsrally.app/en/sms-consent (English) or leadsrally.app/consentimiento-sms (Spanish).

• Sender: VALHALLA MARKETING LLC, offering this product under the trade name LeadsRally.
• Recipients: people who opt in directly on the public consent form.
• Program type: marketing-only. SMS opt-in is captured on the public consent form as a separate, optional consent — never bundled with any service or transactional consent.
• Message types: welcome confirmation after marketing opt-in, demo reminders, product updates, promotional offers, replies to inbound SMS from subscribers.
• A2P Brand: registered to VALHALLA MARKETING LLC at The Campaign Registry (TCR).
• Twilio account: VALHALLA MARKETING LLC's own Twilio account, sending from a long code provisioned to that account.

This first-party program is the only program that runs under the A2P 10DLC Campaign registered to the VALHALLA MARKETING LLC Brand.

1.2 Customer SMS via the customer's own credentials

LeadsRally customers — typically service businesses such as roofers, solar installers, HVAC technicians, plumbers, real estate brokers, insurance agents, healthcare providers, and retailers — bring their own messaging credentials into the LeadsRally platform and use the LeadsRally UI to send and receive SMS to their own customers and leads.

• Sender: each LeadsRally customer (a separate legal entity from VALHALLA MARKETING LLC).
• Credentials: the customer's own Twilio Account SID, Auth Token, and Phone Number, configured by the customer in Settings → Channels → SMS inside their organization in the LeadsRally app.
• A2P Brand: registered by the customer to the customer's own legal entity at TCR.
• A2P Campaign: registered by the customer to the customer's own use case at TCR.
• Phone number: provisioned and owned by the customer in the customer's own Twilio account.
• Billing for SMS: charged directly to the customer's Twilio account. LeadsRally does not relay or rebill carrier fees.

2. What LeadsRally does and does not do

LeadsRally does not:

• Aggregate messages across customers.
• Send messages from a shared phone pool.
• Pay for or rebill carrier fees on behalf of customers.
• Register A2P Brands or Campaigns with TCR on behalf of customers.
• Hold customer messaging data outside of the customer's own organization in the platform.

LeadsRally does:

• Provide the application UI through which the customer authors, schedules, sends, and receives messages using the customer's own credentials.
• Provide AI features (lead qualification, reply suggestions, intent detection) that operate on the message content the customer has access to.
• Store conversation history within each customer's organization for that customer's own retrieval and audit.

3. Legal entity and Brand

The legal entity behind the A2P 10DLC Brand registered for LeadsRally's first-party program is VALHALLA MARKETING LLC. "LeadsRally" is the public trade name under which the product is offered. References to "LeadsRally" in our Privacy Policy, Terms of Service, and the SMS opt-in disclosure refer to VALHALLA MARKETING LLC operating the LeadsRally product.

4. Why this distinction matters for A2P 10DLC

A2P 10DLC compliance requires each sender to register its own Brand and Campaigns. By design, LeadsRally cannot and does not send on behalf of its customers — every SMS that originates from a LeadsRally customer organization is sent from that customer's own Twilio credentials, against that customer's own A2P registration. LeadsRally's role is the application-layer interface; the carrier-facing identity, the TCR registration, and the messaging accountability all remain with each customer.

This separation means LeadsRally is not an SMS aggregator and does not operate as an ISV/Reseller under TCR's ISV Campaign type. The Brand registered for LeadsRally's first-party use is a Standard Brand for VALHALLA MARKETING LLC, registered under the Low Volume Standard tier with TCR.

5. Customer responsibility

Each LeadsRally customer is solely responsible for:

• Registering their own Brand with TCR using their own legal entity and EIN.
• Registering their own Campaign(s) with TCR for the use cases they will send under.
• Provisioning the phone numbers used to send messages in their own Twilio account.
• Obtaining valid prior express written consent from every contact before sending SMS.
• Honoring opt-out requests (STOP, UNSUBSCRIBE, etc.) and HELP requests in compliance with TCPA, CAN-SPAM, CASL, GDPR, and any other applicable law.
• Paying carrier fees and Twilio fees through their own Twilio account.

See section 9 of our Terms of Service for the full obligations that apply to customer messaging through the platform.

6. Contact

For questions about this architecture or our A2P 10DLC compliance posture, email [email protected].