10DLC helps protect customers from unwanted spam while allowing businesses to better connect with their customers. Introduced in 2021, 10DLC has become virtually mandatory for businesses sending local text messaging traffic via US (+1) long code numbers in the United States.
What 10DLC is and Why It Exists
What is 10 DLC?
10DLC allows businesses to send application-to-person text messages (A2P) using long local codes in the United States.
Why was 10DLC introduced?
Carriers introduced 10DLC to provide a sanctioned platform for businesses to send SMS and MMS messages using long codes. Their objective is to protect consumers from unwanted spam while still allowing businesses to better connect with their customers. This change will also improve deliverability because 10DLC allows for higher messaging throughput than P2P long code traffic.
Who 10DLC Applies To
How do I know if 10DLC applies to me?
Generally, all traffic sent by - or on behalf of - businesses from +1 long code numbers (not Toll Free or Short Code) is governed under 10DLC. Specifically, 10DLC applies to the below types of businesses:
Currently sending A2P (Application to Person) traffic over long codes. Generally, all traffic sent by - or on behalf of - businesses is considered A2P.
What do I need to do to comply with 10DLC?
You must:
- Register a Brand
- Register a campaign
- Assign numbers to the campaign
- Await results of manual review
- Send traffic under those campaign numbers according to 10DLC guidelines and your specific declared Use Case(s).
- Failure to do the above can result in throttled traffic, higher fees, and even fines.
Will toll-free numbers (TFNs) be affected by 10DLC?
No. Toll-free numbers require registration but are not explicitly covered under 10DLC guidelines. We recommend referring to our Toll-Free Messaging FAQs for more details.
How to register for 10DLC
What are the basic requirements for 10DLC registration?
10DLC requires businesses to register a Brand (business) and Campaigns (Use Cases) to increase transparency regarding who is sending what.
Can I create more than one brand?
You can only create one Brand per EIN (Employer Identification Number or Federal Tax Identification Number). Additional Brands require their own unique EIN.
Can non-US brands be added while using the portal?
Yes. Please note all 10DLC rules (and possible penalties) still apply to non-US entities.
What happens after I submit my Brand and Campaign for approval?
Brand and Campaign information submitted is passed on for manual review by The Campaign Registry (TCR), the third party that administers carriers' 10DLC registration system.
In addition, Campaigns (but not Brands) are manually reviewed by Carriers. This review is an industry-wide mandatory step for all A2P 10DLC registrations.
Are any Campaigns treated differently?
Yes, the following Campaign Use Cases are treated differently:
- Agents and Franchises
- Carrier Exemptions
- Charity
- Conversational Messaging
- Emergency
- Political
- Social
- Sweepstake
These types of campaigns often require pre-approval, post-approval, and/or vetting. In some cases, they require a different vetting agent (such as Aegis or Campaign Registry for political campaigns).
If my campaign falls under a political Use Case, how can I be vetted for it?
Federal political campaigns can be verified via Campaign Verify or Aegis.
What is the purpose of a Mixed Campaign Use Case?
A phone number can be assigned to one Campaign at most. However, a Campaign can have many assigned phone numbers.
Many businesses that want to use just one phone number register with a Mixed Use Case, which allows up to five Sub-Use Cases. A common example might be registering for a Marketing and Notifications Mixed Use Case.
How do I minimize downtime if I want to port numbers to SMS to Slack and use 10DLC?
Before you port your numbers to SMS to Slack, you'll want to make sure to create the 10DLC campaigns in your SMS to Slack account and wait until they are in an approved state. After this, you can start the porting process but before the numbers fully port, please ensure you work with your old carrier to have the 10DLC campaigns removed from their system. Otherwise, you will not be able to assign the newly ported numbers to your 10DLC campaigns as they will still be tied with the losing carrier.
Relationship between Brands, Numbers, and Campaigns
How many Brands per organization?
An EIN (Employer Identification Number) can only have one Brand assigned to it.
How many Campaigns per Brand?
A Brand can have multiple Campaigns, with a maximum of five Campaigns per Brand.
How many Numbers per Campaign?
A Campaign can have multiple Numbers. As of September 2023, the T-Mobile Limit is 49 numbers.
I have less than 49 numbers on my Campaign but was unable to add more. Why?
You may have encountered the industry’s daily number-adding limit. 10DLC intermediaries cap the amount of numbers that can be added to a given Campaign due to downstream processing constraints. We advise you to try again in one business day.
How many Campaigns or Brands per Number?
A Number can only be used in one Campaign and its parent Brand.
10DLC Definitions / Acronyms
- 10DLC: 10 Digit Long Code. The protocol under which local long code A2P messages are regulated in the United States
- A2P: Application To Person Messaging. This typically covers ALL messages sent by or on behalf of a business.
- Brand: The trading name of the company sending messages to a customer
- Campaign: A way to organize 10DLC-registered numbers and their use cases, as governed by the TCR
- MO: Messaging Origination. A message sent to an A2P number. An MO fee determines the charges Carriers apply for receiving messages from one of their customers.
- MT: Messaging Termination. A message sent from an A2P number and terminating on and end user's handset. MT fees determine the charges Carriers apply for sending to their customers.
- P2P: Person-to-person. Messaging that is sent manually from one person’s phone to another, and is not on behalf of a business. P2P is subject to some special exemptions, but as a general rule SMS to Slack notes that ALL messages sent by businesses are considered A2P
- TCR: The Campaign Registry, an entity appointed by the Carriers to manage 10DLC registration records.