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10DLC Registration: SMS Campaign Approval and Compliance Guide

Guide to 10DLC SMS registration with steps for TCR brand verification, campaign vetting, use-cases, MNO class assignment, and carrier compliance.

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10DLC Registration: Guide to Compliance and SMS Campaign Approval

A2P (Application-to-Person) 10DLC is a messaging system in the United States that enables businesses to send SMS messages via standard 10-digit long code (10DLC) phone numbers. This system improves message delivery quality and lowers the risk of filtering compared to traditional long code SMS, while still using familiar phone numbers. It is especially suited for high-volume, business-to-consumer communications.

Important TCR Guidance: Unregistered 10DLC Messaging Shutdown

Effective September 1st, 2023:

  • All SMS and MMS messages sent to U.S. phone numbers using +1 10DLC numbers must go through an approved A2P campaign.
  • Messages from unregistered +1 10DLC numbers will be blocked, returning error code 30034: "US A2P 10DLC - Message from an Unregistered Number."
  • To avoid disruptions, please register your +1 10DLC numbers promptly.

Authentication+ for Enhanced Security in A2P 10DLC

As of October 17, 2024, The Campaign Registry (TCR) has introduced Authentication+, a new layer of identity verification aimed at enhancing the security of the A2P 10DLC landscape. This measure is designed to prevent brand impersonation and fraud, such as smishing (SMS phishing) and spoofing.

How Authentication+ Works

Authentication+ adds an extra layer of security to the A2P 10DLC registration process. It verifies the identity of brand representatives during the registration or update of public, for-profit brands, initially focusing on publicly traded companies. The process includes:

  1. Email Verification: During registration or updating of a public, for-profit brand, you must provide the business email address of a designated brand representative. Personal or group emails are not accepted.
  2. Two-Factor Authentication (2FA): TCR sends a 2FA email to the provided business email address. The representative must click the link, enter their name and title, and complete the 2FA process to verify their identity.
  3. Verification Timeframe: The 2FA email link is valid for 7 days. If necessary, Communication Service Providers (CSPs) can resend the 2FA verification within 30 days. After this period, the brand will need to be resubmitted for verification.
  4. Verified Status: Once the 2FA process is completed, the brand’s status in TCR updates to “VERIFIED,” allowing the registration of new campaigns.

Who Must Comply with Authentication+?

Authentication+ is currently mandatory for all new and existing public, for-profit brands registering for A2P 10DLC. Even if your brand is already verified, compliance with Authentication+ is necessary to register new campaigns.

Steps to Ensure 10DLC Compliance

With the enforcement of 10DLC regulations, it is crucial for businesses to register their phone numbers to maintain uninterrupted SMS and MMS operations. Now that the importance of 10DLC compliance has been outlined, the next step is navigating the brand and campaign registration process through The Campaign Registry (TCR). Proper registration ensures your messaging campaigns meet carrier standards, maximizing the benefits of A2P messaging.

1. Terminology in the 10DLC SMS Ecosystem

TCR (The Campaign Registry) Service:

  • Provides essential services for compliance and management of 10DLC A2P (Application-to-Person) messaging campaigns.
  • The service is available to the following key players:
    • CSPs (Communication Service Providers): Telecom companies or platforms that provide the infrastructure and tools for brands to send messages using 10-digit long codes.
    • DCAs (Direct Connection Aggregators): Entities that aggregate traffic from multiple service providers or brands and connect directly to mobile network operators (MNOs) for message delivery.
    • MNOs (Mobile Network Operators): Wireless carriers like AT&T, T-Mobile, and Verizon that provide the final delivery channel for A2P messaging. MNOs establish the rules and vetting requirements for message traffic on their networks.
  • Each type of participant has access to a dedicated portal and set of APIs for campaign registration, management, and compliance monitoring.

2. Identification, Vetting, and Verification of Brands

Brand Identity Status:

  • Determined through verification of critical information provided during registration. The key elements include:
    • EIN/Tax ID: Unique identification number assigned by the IRS to a business entity.
    • Legal Company Name: The official name under which the business is registered.
    • Legal Company Address: The registered physical location of the business.
  • TCR returns additional details during this process:
    • Tax-exempt status: If a brand is registered as a non-profit (e.g., a 501(c)(3) organization), TCR will confirm whether the entity qualifies for special terms offered by mobile carriers.
    • Russell 3000 List Status: Identifies whether a brand is part of the Russell 3000 index (a list of the largest publicly traded companies in the U.S.), which can impact the brand’s carrier terms.

Vetting Score (0-100):

  • A numerical score reflecting the brand’s reputation within the messaging ecosystem. The higher the score, the more favorable the carrier terms. Brands with high vetting scores can enjoy benefits like higher messaging throughput and more relaxed restrictions.
  • The vetting can be conducted by third-party partners, including:
    • Aegis Mobile: Specializes in brand verification and vetting.
    • WMC Global: Another external vetting partner focusing on protecting the messaging ecosystem from fraud and abuse.

Political Verification:

  • A binary yes/no process to confirm whether the sender is a registered political candidate or organization.
  • This verification is conducted by Campaign Verify, a third-party service specializing in political vetting for campaigns that fall under Federal Election Commission (FEC) guidelines.

3. MNO Class/Tier Assignment Flow

  • Unverified Brands:
    • Brands that fail initial verification or contain incomplete data can still gain access to 10DLC messaging after resubmitting corrected information.
    • Upon resubmission and positive verification, these brands can access:
      • Class E or Class F on AT&T.
      • LOW Tier on T-Mobile.
  • Russell 3000 Brands:
    • Brands listed on the Russell 3000 index can access premium tiers once verified. They may gain access to:
      • Class A or Class B on AT&T.
      • TOP Tier on T-Mobile.
  • Verified Brands:
    • Verified brands can improve their terms by undergoing external vetting. Brands that achieve a high vetting score are allowed access to all standard use cases and can potentially achieve any of the carrier classes or tiers, including the most favorable terms for throughput and messaging volume.

4. Campaign and Brand Vetting Process

  • Vetting Outcomes:
    • The vetting process yields different results based on the data provided and the brand’s standing in the messaging ecosystem:
      • Unscored: If automated services fail to complete the vetting, the case is referred for manual investigation. These cases are processed in the order they are received and may take longer to resolve.
      • Vetting Score (0-100): A numeric score that reflects the brand’s reputation in the messaging ecosystem. This score directly influences carrier tier assignment—the higher the score, the better the terms (e.g., higher message throughput, lower restrictions).
      • Appeals: If a brand receives an unfavorable score, it can appeal the decision by reaching out to the vetting partner (e.g., Aegis Mobile) at appeals@aegismobile.com for reconsideration.

5. Standard Use Cases for 10DLC Messaging

The 10DLC system supports a range of use cases for different types of messaging. These standard use cases include:

  • 2FA (Two-Factor Authentication): Messages used to authenticate users via one-time passcodes or verification codes.
  • Account Notifications: Alerts related to account management, such as balance updates, subscription renewals, or account changes.
  • Customer Care: Messages related to customer service interactions, including helpdesk support and issue resolution.
  • Delivery Notifications: Updates on the status of product or service deliveries.
  • Fraud Alerts: Notifications about potential fraudulent activity on a user's account, such as suspicious transactions.
  • Higher Education: Messaging for universities, colleges, and other educational institutions, excluding free-to-consumer messaging.
  • Low Volume Mixed: For brands that operate with multiple use cases but only require low messaging throughput (e.g., small businesses like single doctor’s offices or pizza shops).
  • Marketing: Promotional content sent to customers, such as advertising, special offers, or product updates.
  • Mixed Use: Campaigns that involve 2 to 5 standard use cases, allowing for more flexibility in messaging types.
  • Polling and Voting: Surveys or polling campaigns not associated with political efforts, such as customer feedback or event voting.
  • Public Service Announcements: Informational messages aimed at raising awareness about important issues (e.g., health campaigns).
  • Security Alerts: Notifications that inform users of a security breach or a potential compromise in software or hardware.

6. Launch Dates and Requirements by Mobile Network Operator (MNO)

  • AT&T:
    • Launch Date: August 17, 2020.
    • Requirements: Mandatory for all brands and campaigns utilizing AT&T’s 10DLC (10-Digit Long Code) A2P messaging service. All brands must be registered and vetted through The Campaign Registry (TCR) to gain access to AT&T’s network. Unverified brands face stricter limitations in terms of messaging throughput and service levels.
  • T-Mobile:
    • Launch Date: September 1, 2020.
    • Requirements: Mandatory for all brands using T-Mobile’s network for A2P messaging. T-Mobile has specific tiers (e.g., TOP and LOW) that dictate the volume and throughput available to each brand. Vetting and verification are required to unlock higher-tier access.
  • Sprint (T-Mobile):
    • Launch Date: Q4 2020.
    • Requirements: Sprint’s 10DLC messaging became mandatory after its merger with T-Mobile. Brands must adhere to the same vetting and registration requirements as T-Mobile.
  • Verizon:
    • Launch Date: Launched.
    • Requirements: Verizon has already launched its 10DLC service, and it requires registration of brands and campaigns through TCR to comply with A2P messaging regulations.
  • US Cellular:
    • Launch Date: Under review.
    • Requirements: US Cellular’s 10DLC service has not yet been mandated, but brand registration is expected to be required once it becomes fully operational. This operator is still determining specific requirements for vetting and registration.

7. Special Use Cases

  • Carrier Exemptions:
    • Some campaigns are exempt from certain carrier requirements, depending on the use case, such as emergency services or public safety announcements. Carriers may offer exemptions based on the nature of the messaging.
  • Charity:
    • Designed for messaging campaigns run by registered 501(c)(3) non-profit organizations. This use case allows organizations to benefit from favorable carrier terms, including reduced messaging costs and higher throughput, aimed at supporting charitable activities.
  • Proxy:
    • This use case allows peer-to-peer (P2P) group messaging through proxy or pooled numbers. It is designed to support personalized services while protecting individual privacy by ensuring personal phone numbers are not exposed.
  • Emergency:
    • Focused on public safety and health messaging, this use case covers notifications during natural disasters, pandemics, or other emergencies. These messages are typically given priority by carriers to ensure they reach the intended audience without delays.
  • K-12 Education:
    • Supports messaging for schools from grades K-12 and distance learning centers. It requires MNO approval and is not intended for post-secondary institutions. Messages under this use case are primarily for educational purposes.
  • Sweepstakes:
    • This use case covers messaging related to sweepstakes, including promotional events that involve the distribution of prizes to a selected group of participants.
  • Political:
    • For campaigns aimed at influencing political decisions, including messaging from political candidates or organizations. Political campaigns must be vetted and verified, ensuring compliance with regulations for political messaging.
  • Social:
    • Designed for public figures, influencers, and celebrities to communicate directly with their followers. This use case allows for personalized messaging to an audience, often involving promotions or announcements.
  • Platform Free Trial (PFT):
    • Allows non-paying customers to trial a CSP's services. This use case is available to support small developers or customers testing the platform before fully committing to a paid service.
  • Agents, Franchise, Local Branches:
    • For brands that have multiple agents, franchises, or offices, each requiring localized numbers for communication. This use case is suitable for businesses with distributed teams that need to maintain individual communication lines.
  • Sole Proprietor:
    • Specifically for individuals without an EIN/Tax ID. Sole proprietors can register campaigns under this use case with fewer registration requirements. Restrictions on throughput and messaging volume apply, making it suitable for small-scale campaigns.
  • UCaaS (Low Volume):
    • Unified Communications-as-a-Service (UCaaS) providers can use this case to deliver low-volume messaging services to businesses. This use case is ideal for companies with varying communication needs across their employees but does not support API-driven automated communication.
  • UCaaS (High Volume):
    • For high-volume messaging needs within UCaaS, this use case supports businesses that require higher throughput and scalability. It is intended for approved UCaaS businesses and includes more relaxed restrictions on volume and speed.

8. Special Use Case: Charity

  • Requirements:
    • The brand must be a registered 501(c)(3) tax-exempt organization to qualify for this use case. TCR verifies the brand’s tax-exempt status during registration.
  • Available Use Cases:
    • Charity: Messaging aimed at providing help or raising funds for charitable causes.
    • Emergency: For urgent notifications related to public safety and health emergencies.
    • Campaigns must declare a minimum of 1 and a maximum of 5 use cases within their registration. This limitation is intended to ensure transparency and control over the scope of the messaging activities.

9. Special Use Case: Political

  • Requirements:
    • The brand must either be registered as a 501(c)(3/4/5/6) tax-exempt organization or obtain a political vet through Campaign Verify or Aegis Mobile. Political vetting confirms that the campaign is tied to a legitimate political entity.
  • Available Use Cases:
    • Standard Use Cases: Political organizations can also access standard messaging use cases like account notifications, delivery alerts, etc.
    • Political Use Case: Only available for vetted political organizations, ensuring compliance with regulations specific to political messaging.

10. Platform Free Trial (PFT)

  • Requirements:
    • CSPs must sign a contract addendum with TCR to offer PFT campaigns to non-paying customers. This allows for the creation of free trial campaigns under TCR’s governance.
  • Brand Registration:
    • Not required for individual customers; TCR provides a PFT-enabled brand that the CSP can use for their free trial offerings.
  • Campaign Registration:
    • Each CSP is allowed to register one campaign under the "Trial" use case. The ISV (Independent Software Vendor) must be listed as a reseller attribute in the registration process.
  • Restrictions:
    • 200 messages/day limit per telephone number (TN) on the T-Mobile network.
    • All trial messages must be watermarked with a clear indicator like "Free Trial from CSP X."
    • CSPs are required to collect and report specific data fields via API to TCR, ensuring transparency in messaging activities.

11. Sole Proprietor (SP) Use Case

  • Requirements:
    • Sole proprietors, individuals without an EIN/Tax ID, are eligible for this use case. These users are typically small-scale businesses or independent professionals.
    • Requires a separate contract between the CSP and TCR for activation.
  • Brand Registration:
    • CSPs must register a brand with fewer mandatory data fields, recognizing that sole proprietors may not have the formal organizational structure of larger brands.
  • Campaign Registration:
    • The "Sole Proprietor" use case is the only one available during registration, with a limit of 2 associated TNs (telephone numbers) per campaign.
  • Restrictions:
    • 1000 messages/day limit (T-Mobile) and 15 messages/minute limit (AT&T) are imposed on sole proprietors.
    • Monthly reporting is required by CSPs to TCR to ensure that messaging volume and compliance are maintained.

12. Vetting and Approval Requirements

  • Overview:
    • Vetting and approval are critical steps for special use cases within the 10DLC A2P (Application-to-Person) messaging ecosystem. Carrier-specific vetting ensures that brands meet the necessary compliance standards, especially for high-impact campaigns like political, emergency, or charity messaging.
  • Importance of Vetting:
    • Carrier Approval: Each mobile network operator (MNO) sets specific vetting criteria to allow campaigns to operate on their network. This can include checks on the brand’s reputation, messaging history, and compliance with industry standards.
    • Vetting Scores: Brands receive a vetting score (0-100) based on their reputation within the messaging ecosystem. A higher score improves the chances of accessing premium tiers and achieving better messaging terms, such as higher throughput rates or fewer restrictions.
    • Use Case-specific Vetting:
      • Special use cases like political, charity, or emergency messaging may require additional levels of vetting, including approval from specific third-party verification services like Campaign Verify or Aegis Mobile.
    • Vetting Partners: The process is often conducted through carrier-approved vendors such as Aegis Mobile and WMC Global, which provide detailed analysis of the brand's reputation and history in the messaging ecosystem.
    • Special Considerations:
      • Some campaigns (e.g., political campaigns) must go through political vetting to confirm that the sender is a legitimate political entity. This ensures that messages are associated with officially recognized political figures or campaigns.
      • Carrier Terms: The vetting outcome may determine access to better carrier terms, including message throughput, use case allowances, and other service features.

13. AT&T Specifications

  • Campaign Vetting and Approval:
    • Mandatory Vetting: AT&T requires that all 10DLC messaging campaigns be vetted through approved third-party services. This vetting is necessary to gain access to AT&T’s network for application-to-person (A2P) messaging.
    • Class and Tier Assignments: Based on the vetting score and carrier-approved evaluation, brands are placed into specific tiers (Classes A through F), which dictate their messaging capabilities, such as throughput, message volume, and service restrictions.
    • Resubmission for Unverified Brands:
      • Brands that do not meet initial verification criteria or have incomplete/incorrect information can resubmit their details for reevaluation. Upon successful verification, they may be upgraded to a higher class, unlocking improved messaging terms.
    • Vetting Score and Reputation:
      • A higher vetting score translates to better service terms. For instance, Russell 3000 Brands (large, publicly traded companies) are eligible for top-tier service with AT&T once verified.
  • Brand Types:
    • Verified brands can achieve Class A or B status, while unverified brands are relegated to lower classes like Class E or F, which carry stricter restrictions on message volume and throughput.
  • Restrictions:
    • AT&T imposes daily message limits and message rate limits depending on the brand’s tier, which makes vetting crucial for campaigns requiring higher throughput.

14. T-Mobile Specifications

  • Vetting and Tier Assignment:
    • Mandatory Vetting: Like AT&T, T-Mobile mandates that all 10DLC campaigns go through vetting by approved vendors. Brands are assigned to specific tiers based on their vetting score, which influences their messaging throughput and volume limits.
    • Tier Structure:
      • Verified brands can access TOP Tier service, which grants high throughput and better messaging terms. Lower tiers (such as LOW Tier) have stricter restrictions on daily messaging volume and speed.
    • Unverified Brands: Brands that do not pass the verification process or have inaccurate information are assigned to the lowest tier (LOW Tier), which severely limits the volume and speed of messages they can send.
  • Volume Restrictions:
    • Message Limitations: T-Mobile imposes strict daily and per-minute message limits for each tier:
      • TOP Tier: Allows higher daily and per-minute messaging rates, which are essential for high-volume messaging campaigns.
      • LOW Tier: Restricts brands to significantly lower messaging volumes and rates.
  • Special Use Cases:
    • T-Mobile has specific vetting requirements for certain campaign types, including political, charity, and emergency use cases. These campaigns may need further documentation and carrier-specific approval to ensure compliance with T-Mobile’s messaging guidelines.
  • Compliance Audits:
    • T-Mobile conducts regular audits on messaging traffic to ensure compliance with its guidelines and may require brands to provide monthly reports on messaging activity, particularly for high-risk or high-volume campaigns.

Frequently Asked Questions (FAQs)

How does A2P 10DLC function?

A2P (Application-to-Person) 10DLC enables businesses to send SMS and MMS messages using standard 10-digit long code phone numbers, designed for high-volume messaging. It offers better delivery rates, reduced filtering risks, and enhanced compliance with U.S. carrier regulations. To utilize A2P 10DLC, businesses are required to:

  1. Register their brand with the carrier networks.
  2. Register their campaign(s) to specify the types of messages they will send, such as marketing, notifications, or customer support.

Am I required to register? What is the registration deadline?

Yes, registration is mandatory for all businesses using 10DLC numbers to send SMS or MMS to U.S. phone numbers. After August 31, 2023, messages from unregistered 10DLC numbers will be blocked. Registering ensures compliance with A2P messaging rules and prevents disruption to your messaging services.

What if I am only testing or sending a small number of messages to the U.S.?

Registration is still required even for low-volume messaging. Based on your situation:

  • If you do not have a tax ID, you can register as a Sole Proprietor Brand, designed for individuals and small businesses.
  • If you do have a tax ID and are sending low volumes, you can register as a Low Volume Standard Brand.

What happens if I choose not to register?

Messages from unregistered 10DLC numbers will be subjected to increased filtering, which may result in higher chances of being blocked. After August 31, 2023, messages from unregistered numbers will be completely blocked, and you may also incur additional fees for non-compliance.

What is the process for U.S. A2P Brand registration?

To register for A2P 10DLC, you will need to create a Brand profile that includes your business details, such as:

  • Business name
  • Legal structure (e.g., LLC, corporation)
  • Tax ID (or Sole Proprietor declaration)
  • Business address

You will also indicate whether you are an Independent Software Vendor (ISV) or a direct customer using messaging services.

How do Trust Scores impact message throughput?

Trust Scores, which range from 0 to 100, determine how many messages your campaigns can send per second (Messages Per Second, or MPS). A higher Trust Score grants greater throughput, allowing you to send messages faster and in larger volumes. Trust Scores are based on factors such as your brand’s reputation and use case.

What does a campaign use case mean?

A campaign use case defines the purpose of your messaging, such as:

  • Marketing
  • Two-factor authentication (2FA)
  • Account notifications
  • Customer support

You may need to register multiple use cases if your business engages in a variety of messaging types. Each use case is subject to specific carrier guidelines.

Is it necessary to go directly to The Campaign Registry for registration?

No, you are not required to register directly with The Campaign Registry (TCR). Your messaging provider can usually handle the registration process on your behalf.

Do I need to purchase new phone numbers for A2P 10DLC?

No, you can continue using your existing 10-digit long code numbers. However, you will need to register these numbers for A2P 10DLC by linking them to your approved brand and campaign(s).

What information is required to complete registration?

To complete registration, you must provide:

  • Your business name and legal structure (e.g., LLC, partnership)
  • Physical business address
  • Tax ID or Sole Proprietor declaration (if applicable)
  • Details about your messaging campaigns, including use cases and estimated messaging volume

Once I’m registered, how do I ensure my phone numbers use 10DLC?

Once your Brand and Campaign registrations are approved, you need to link your phone numbers to a Messaging Service through your provider. This will automatically associate your phone numbers with the approved campaign, ensuring compliance.

Will I need to adjust how I send outbound messages?

No, you will not need to change how you send messages. However, you must ensure that your phone numbers are linked to a Messaging Service so they are associated with the correct A2P campaign.

What are the pricing and fees involved with A2P 10DLC services?

The cost of A2P 10DLC services varies by provider. Fees may include brand and campaign registration charges, as well as per-message fees, depending on the volume and type of messages. Be sure to consult your provider for specific pricing details.

How long does the registration process take?

The A2P 10DLC registration process can take between 1 and 7 business days, depending on the vetting requirements, the approval of your brand, and the details of your campaign.

Is MMS messaging affected by A2P 10DLC regulations?

Yes, MMS messages sent using long codes are subject to A2P 10DLC regulations. This includes carrier fees and throughput limits, though MMS may face reduced filtering compared to standard long code SMS.

What is my message throughput (MPS) under A2P 10DLC?

Your message throughput, measured in Messages Per Second (MPS), is determined by your Trust Score and campaign use case. Businesses with higher Trust Scores and critical use cases can send messages faster and in greater quantities, while lower scores or restricted use cases may reduce throughput.

How do these A2P 10DLC regulations affect short codes and Toll-Free numbers? Should I switch to 10DLC?

  • Shared short codes will be discontinued, except for two-factor authentication (2FA) purposes.
  • Dedicated short codes remain a viable option for high-volume messaging but may require higher costs and stricter approvals.
  • Toll-Free numbers are not impacted by these changes and remain an alternative for businesses.

Are messages to Canada or other countries impacted by A2P 10DLC regulations?

  • Canada: No, Canadian carriers are not affected by the A2P 10DLC regulations.
  • Puerto Rico and U.S. Territories: Yes, messages sent to U.S. territories, such as Puerto Rico, are considered U.S. traffic and are subject to the A2P 10DLC regulations.

Is WhatsApp messaging impacted by A2P 10DLC?

No, WhatsApp messaging is not affected by A2P 10DLC regulations, as it uses the Internet rather than carrier networks (SMS/MMS) to deliver messages.