10DLC FAQs
Unlocking the Power of 10DLC: FAQs and Registration Guide
Navigate through these FAQs and the registration process seamlessly to harness the benefits of 10DLC, ensuring compliance with carrier regulations.
What is 10DLC?
10DLC enables businesses to send application-to-person (A2P) text messages using local long codes. It provides a sanctioned platform to protect consumers from spam while facilitating better connections between businesses and their customers. 10DLC enhances deliverability with higher messaging throughput compared to traditional long code messaging.
Why is 10DLC being introduced?
Carriers like Verizon are introducing 10DLC to create a sanctioned platform for A2P messaging, safeguarding consumers from spam while enabling businesses to connect effectively. This change improves deliverability, offering higher messaging throughput than person-to-person (P2P) long code traffic.
What is the timeline for 10DLC rollout?
As of May 11, 2021, some 10DLC capabilities have been rolled out by carriers. T-Mobile will start charging 10DLC rates from June 1st. Filtering or throttling messages by AT&T, Verizon, and T-Mobile has not begun, and there is a grace period of at least 30 days.
Does this affect P2P traffic?
No, the surcharges and requirements for 10DLC do not apply to person-to-person (P2P) traffic. Phone numbers with both P2P and A2P traffic should be registered under 10DLC campaigns.
Will Toll-Free Numbers (TFN) be affected?
No, Toll-Free Numbers (TFN) are not governed under this launch; only long codes are affected.
Who does 10DLC apply to?
10DLC applies if your business is currently sending A2P traffic over long codes or if you're a reseller with customers sending A2P traffic over long codes.
What do I need to do?
During the grace period, migrate A2P messages to 10DLC and register your brand (business) and campaign (messaging use case) to avoid fines and blocked messages. The carriers will communicate enforcement details in due course.
How to register for 10DLC?
Register your brand and campaigns via our self-serve Portal to enhance transparency. Ensure timely registration to prevent fines and message blocks in the future.
Can I create more than one brand?
Only one brand can be created per EIN (Employer Identification Number). Additional brands require unique EINs.
Can non-US brands be added while using the portal?
Currently, only US brands can be added. Support for non-US brands will be added in the future. Please contact support to request adding your brand sooner.
What happens after I submit my brand and campaign?
After submission, the information undergoes review by The Campaign Registry (TCR), the third party administering carriers' 10DLC registration system.
Are there any special campaigns that are treated differently?
Yes, special campaigns may require pre-approval, post-approval, and/or vetting. These include Agents and Franchises, Charity, Conversational Messaging, Emergency, Political, Social, and Sweepstake.
If my campaign falls under a special use case, how can I be vetted for that?
Federal political campaigns can be verified via Campaign Verify, providing a token upon completion. The API for processing this token with Opentact is under development.
What is a common reason for a Mixed Campaign use case?
A "Mixed" campaign is recommended when the same phone number is desired for multiple campaigns. It allows up to 5 sub-use cases, but AT&T message fees may be higher.
1:1 Relationship for Numbers and Campaigns
Each brand can have multiple campaigns, but one number can only be attached to one campaign.
Limitations for Editing Campaigns
Legal Company Name and EIN for the brand are not editable. For campaigns, only the sample messages section is editable, and additional editable fields may be introduced later.
What is a Brand Score?
The TCR assigns a Brand Score based on specific criteria, determining messaging throughput either in message segments per second (MPS) or as a daily messaging limit.
Vetting a Brand is Highly Recommended
Vetting is recommended for improved brand scores and throughput. Brands are initially treated as the lowest tier unless the company is in Russell 3000.
How Carriers Determine Throughput
Each registered campaign is assigned a maximum MPS, shared across all numbers attached to the campaign and all wireless carriers. Campaigns fall into Declared, Mixed, and Marketing categories, each with specific throughput limits.
How do I register my MMS for 10DLC?
10DLC campaigns include both SMS and MMS. MMS throughput does not change, but carrier surcharges for MMS are higher than SMS. More information will be communicated as it becomes available.
Messaging Throughputs: Declared Use Cases
Messages toward minor US carriers (less than 5% market share) are based on MPS rates with each major network, with a maximum of 30 MPS. T-Mobile has additional daily message limitations at the brand level.
Are there fees associated with 10DLC?
Yes, there is a non-refundable $4 cost for registering a brand, a $20 one-time cost per campaign, and a monthly recurring charge per campaign per brand. Additional fees include a per-message 10DLC surcharge and a $0.01 one-time fee for assigning or reassigning a phone number to a campaign.
What are the carrier surcharges for 10DLC?
Carrier surcharges vary by message class. AT&T offers discounted rates for SMS and MMS for the first 60 days. T-Mobile charges specific rates for both registered and unregistered 10DLC traffic.
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