What is a Traceback Report and Why Does It Matter?

A traceback report is a comprehensive investigation document that identifies the complete path of suspicious or illegal telecommunications traffic, including robocalls, spam text messages, and fraudulent communications. These reports are generated by industry authorities like the USTelecom Industry Traceback Group (ITG) and regulatory bodies to combat unwanted communications and enforce compliance with TCPA, CAN-SPAM, and STIR/SHAKEN regulations.

When your organization appears in a traceback report, it indicates potential involvement in non-compliant messaging campaigns that could result in:

• Federal Communications Commission (FCC) investigations and fines
• Carrier-level blocking and reputation damage
• Legal liability under TCPA violations (up to $1,500 per message)
• Loss of messaging routes and platform access
• Brand reputation damage and customer trust erosion

How to Avoid Being Listed in Traceback Reports

Preventing traceback listings requires proactive compliance measures and robust messaging infrastructure:

• Implement Proper Consent Management: Maintain detailed opt-in records, timestamps, and consent documentation for every recipient
• Use Verified Phone Numbers: Register with 10DLC campaigns, obtain proper Toll-Free verification, and avoid shared short codes
• Deploy Real-Time Monitoring: Implement spam detection, content filtering, and volume throttling to prevent abuse
• Partner with Compliant Providers: Work with carriers and aggregators who actively monitor reputation and provide compliance alerts
• Regular Compliance Audits: Conduct quarterly reviews of messaging practices, opt-out handling, and campaign performance
• Staff Training: Ensure marketing teams understand TCPA requirements, consent standards, and messaging best practices

Brand Removal and Risk Mitigation Strategies

If your brand appears in a traceback report, immediate action is required to minimize ongoing risk and prevent future violations:

• Immediate Response Protocol: Contact your upstream provider within 24 hours to understand the specific violation and campaign details
• Documentation Review: Gather all consent records, campaign logs, and opt-out processing for the flagged campaign
• Remediation Plan: Develop a comprehensive response plan addressing the root cause and prevention measures
• Provider Communication: Work with carriers to demonstrate corrective actions and request reputation restoration
• Legal Consultation: Engage telecommunications attorneys for significant violations or repeat offenses
• Ongoing Monitoring: Implement enhanced monitoring and reporting to prevent future traceback listings

Note: While you cannot remove your organization from existing traceback reports, demonstrating compliance improvements can help restore carrier relationships and prevent future violations.

Due Diligence for Business Partnerships and Onboarding

Before partnering with new brands, carriers, or messaging providers, conduct thorough traceback due diligence to protect your infrastructure and reputation:

• Historical Traceback Analysis: Search for potential partners across multiple quarters to identify patterns of non-compliance
• Campaign Quality Assessment: Review the types of campaigns and messaging practices associated with traceback listings
• Provider Role Evaluation: Understand whether they were the originator, intermediate provider, or point of entry in violations
• Compliance Documentation: Request current compliance certifications, opt-in procedures, and monitoring capabilities
• Risk Scoring: Develop internal risk scores based on traceback frequency, violation severity, and remediation efforts
• Ongoing Monitoring: Establish regular traceback monitoring for existing partners and clients