10DLC Overview and FAQ
The following is an update on 10DLC: Carrier fees will be applied to unregistered and registered traffic starting June.
Esendex will keep our customers updated as new information is provided.Speak to Sales Explore Pricing
What is 10DLC?
10 Digit Long Code (10DLC) is the new standard for Application-to-Person (A2P) text messaging utilizing a traditional 10 digit phone number. Although similar to the existing long code, 10DLC is a reliable messaging channel with throughput levels suitable for SMS campaigns which is sanctioned by the mobile operators for A2P messaging. Certain mobile carriers are now adjusting the throughput caps they've historically enforced on local messaging for business senders, also known as A2P programs, while imposing new registration requirements and paying additional fees. The throughput limits will vary, but wanted messages in registered campaigns should receive better throughput than the traditional 1 message per second (MPS).
What is The Campaign Registry (TCR)?
TCR is a new element to the Long Code messaging universe. It's intended to be a third-party company chosen by T-Mobile and AT&T for registering A2P 10DLC messaging campaigns. Verizon does have plans to begin using this tool in the future as well. TCR is directed by a third-party company that operates with the mobile carriers that have chosen TCR to administer Brand registration on their part.
Why do we need to register 10DLC campaigns?
For many years, the industry has been tirelessly working towards discovering new methods to promote local numbers to pass A2P messaging traffic to mobile subscribers at high volumes. Following the acceptance by the CTIA in 2019 that stated local and toll-free numbers are confirmed methods for delivering A2P traffic, mobile carriers have been improving their 10DLC clarifications. As outlined above, AT&T and T-Mobile have chosen to demand enrollment and payment of extra fees as their requirements for boosting throughput caps for campaigns that should be given a higher messaging class. These carriers also require TCR to gain further information on A2P message senders and what kind of traffic is being sent to their mobile subscribers. TCR allows SMS messaging service providers to register 10DLC campaigns on behalf of the Brands they work with.
What do we need to register 10DLC campaigns?
- Legal Business Name
- Entity Type
- EIN/Tax ID
- Reliable contact information for business contacts
- Details about your messaging traffic / campaigns including examples
Which Vertical should I choose?
Pick one that follows the bulk of your customer base. There might not be a linear fit but pick the most adjacent option.
How long will it take a campaign to be approved?
Based on our current knowledge, campaigns for standard use cases should be confirmed immediately. Specialty use cases will need extra vetting, and we are working to establish an accurate timeline with TCR.
What if I disagree with the messaging class I was assigned?
If you disagree with the class assigned to a campaign and you've listed all of your information correctly, you may inquire outside vetting from a third-party provider for a fee. Esendex doesn't assist or negotiate messaging class conflicts with TCR. There's a contingency of being assigned a lower class than given initially if you choose to dispute.
What happens if we decide not to register campaigns with TCR?
After October 1st, 2021, your messaging traffic will be subject to heavier carrier filtering, increased per-message carrier fees, and traffic suspension.
Should I register with Esendex or with TCR directly?
If you are a reseller and support many brands, we urge you to reach out to TCR directly to explore becoming a Campaign Service Provider with your own dedicated TCR account. You will have the choice to start registering Brands, and subsequently campaigns instantly through them.
Is this solely for SMS messages?
No, it's for both MMS and SMS messages.
T-Mobile focuses on the brand rather than the campaign with a daily allowance for throughput allocated to the brand itself. If a brand has multiple campaigns under it, then the allowance is shared across all campaigns. They have a single flat rate when it comes to surcharges. Selecting a mixed campaign type does not negatively impact your throughput or price with T-Mobile.
Verizon launched their 10DLC program in February 2020 without a pre-registration requirement for A2P senders. Verizon’s A2P program supports additional throughput to Verizon subscribers on all local phone numbers, but also includes increased per-message A2P fees that they've applied to Outbound SMS and MMS. There are no additional charges or requirements for registering brands or traffic.
AT&T is focusing on the campaigns registered to each brand and building out throughput restrictions based on the type of campaign and use case. They have different surcharges based on the campaign class assigned. AT&T incentivizes by decreasing prices and potentially giving better throughput for declaring your use case (only using 1 use case per campaign).
|Message Class||Risk Level||Use Case||Campaign Type|
|A||Low||2FA/authentication/customer care /operations /notifications, etc.||Declared|
|C||Medium||2FA/authentication/customer care /operations /notifications, etc.||Declared|
|E||High||2FA/authentication/customer care /operations /notifications, etc.||Declared|
|Z||Special||Large CSP free trial offers with strict controls||Special|
|N||Special||Insurance agents, franchises, local branches||Special|
Campaign Use Cases
2FA - Any two-factor authentication, verification or one-time passcode.
Account Notifications - Standard notifications for account holders, relating to and being about a user’s account.
Customer Care - All customer care interaction, including but not limited to account management and customer support.
Delivery Notifications - Notification about the status of the delivery of a product or service.
Fraud Alert Messaging - Notifications regarding potential fraudulent activity on a user’s account.
Higher Education - Messaging created on behalf of Colleges or Universities, including School Districts and education institutions. This use case is NOT for the “free to the consumer” messaging model.
Low Volume Mixed - For Brands that have multiple use cases and only need very low messaging throughput. Examples include: test or demo accounts, small businesses (single Doctor’s office, single Pizza shop etc).
Marketing - Any communication that includes marketing and/or promotional content.
Mixed - Any messaging campaign containing 2 to 5 standard uses cases.
Polling and voting - The sending of surveys and polling/voting campaigns for non political arenas.
Public Service Announcement - Informational messaging to raise an audience’s awareness about important issues.
Security Alert - A notification that the security of a system, either software or hardware, has been compromised in some way and there is an action you need to take.
Carrier Exemptions - Exemption by carrier. Select this use case only if you have a previous agreement with the carriers or your campaign will be blocked. Please contact your Esendex Account Manager if you think you qualify.
Charity - Communications aimed at providing help and raising money for those in need. This includes 501(c)(3) charities, but doesn't include religious organizations.
Conversational - Peer-to-peer app-based group messaging with pooled/proxy numbers. Supports personalized services and non-exposure of personal numbers for enterprise of A2P communications. When submitting, please describe your use case thoroughly to allow for the carriers to review as required.
Sweepstakes - Gambling and sweepstakes messaging.
Emergency services - Public Safety notifications designed to support public safety/health during natural disasters, armed conflicts, pandemics, and other national or regional emergencies.
group messaging - Peer-to-peer group messaging and/or supporting personalized services with non-exposure of personnel numbers for enterprise.
Insurance agents, franchises, local branches - All franchises/agents of the same brand. Only 1 TN per franchise/agent with a minimum of 10 agents and a maximum of 5000. No marketing/promotional messaging is allowed. Please provide use case details when submitting, and allow time for carrier approval.
Large CSP free trial - Strictly controlled category for pre-approved Campaign Services Providers (CSPs). Must show spam mitigation controls and controlled onboarding of developers. Will have low throughput. Requirements are currently being finalized.
Political messaging - Part of organized effort to influence decision making of a specific group. All campaigns must be verified through the Campaign Verify governing body to obtain a token for TCR registration of political messaging. https://www.campaignverify.org/
Social engagement - Communication between public figures/influencers and their communities. Restricted and upon business case review. Strictly limited.
What Is Mass Texting & How Does It Work?
Businesses can utilize SMS marketing in a number of ways, such as through a long code or short code. Short codes...Read More
What Is SMS Marketing & Why Use It?
SMS marketing is a term that's often thrown around when companies are talking about their communication...Read More
SMS vs. MMS (What's the Difference)
Mobile phones have become a commodity. Today, people use cellular devices to connect with the world...Read More