Is that new? I tried it out for fun once and it only took a few minutes and I don't recall any major hoops.
I think it's different if you're applying for a shortcode vs a regular or toll free number though. There are different regulations governing all of those.
Earlier this year I think? I have a Twilio number that I setup just so my Home Assistant system could message me about things like water leaks. They stopped delivering any of those messages (while still charging me to send them!) and I have to register as a business and provide proof I have an opt-out, etc, etc.
The only phone number I ever texted was my real cell number, it's no longer worth having a Twilio number for a hobby project.
There's only hoops to jump through if you want higher send rates from a number. The CTIA figured out a new cash grab was registering businesses as legit senders on TFA's but it doesn't promise delivery, just gets you a nice logo/name on SMS apps.
Having been on the purchasing end for wholesale marketing SMS I can tell you most of sales people will suggest the 'correct' way and happily sell things that let you do it the 'wrong' way.