SMS Software

10DLC Registration: Everything That You Need to Know

10DLC, or 10-digit long codes, became popular among businesses for SMS marketing campaigns due to their cost-effectiveness and ease of use.

However, the cost-effectiveness of 10DLC led to an increase in the abuse of SMS marketing, with businesses sending phishing texts and spam messages and engaging in snowshoeing.

This situation prompted the implementation of A2P 10DLC compliance.

Wireless carriers introduced this compliance framework, incorporating a stringent registration process to curb SMS marketing abuse. It aimed to reduce spam and unwanted messages.

The A2P 10DLC registration also made it possible to send a higher volume of messages with reduced filtering.

Why use 10DLCs for SMS marketing?

A 10-digit long code offers more benefits than short codes or toll-free numbers for SMS marketing.

  • It’s much more cost-effective for text campaigns
  • It allows using the same number for SMS, MMS, and voice, creating a cohesive customer experience across channels.
  • As these are carrier-approved, message deliverability and throughput rates are typically higher than those of short codes or toll-free numbers.

How to do 10DLC registration?

If you are sending text messages to your customers using an extended code, it’s essential to register for A2P 10DLC compliance.

The registration process comprises two parts:

  • Brand Verification: This step registers your business as a legitimate organization sending messages to customers.
  • Campaign Registration: Here, you’ll provide details about customer opt-in and opt-out processes, different campaign types, etc. This part also requires specifying your messaging type and submitting sample messages.

Failure to register for A2P 10DLC compliance will classify your messages as ‘unregistered traffic,’ leading to lower delivery rates.

A2P 10DLC Registration process

To start, submit the following information to your A2P provider, such as JustCall. The Campaign Registry will then verify this data for carrier approval.

What is the Campaign Registry?
The Campaign Registry is a centralized database that manages the registration of A2P (Application-to-Person) SMS campaigns. It is an essential element in the 10DLC ecosystem, ensuring compliance, transparency, and efficient message delivery between businesses and their customers. Companies can enhance message deliverability by registering campaigns in this registry while adhering to carrier regulations and standards.

After receiving brand approval, you can begin sending your campaigns via your 10DLC number.

Benefits of using a service like JustCall for the registration process

Since 10DLC registration is mandatory, you can apply for brand verification via JustCall.

  1. Country of Registration
  2. Organization Type (e.g., Nonprofit)
  3. Tax ID or EIN
  4. Headquarters and Branch Addresses (if applicable)
  5. Website URL(s)
  6. Stock Symbol (if applicable)
  7. Intended Use Case for 10DLC
  8. Campaign Details
  9. End-User Opt-In and Opt-Out Methods
  10. Sample Mobile Marketing Messages

It is recommended to specify if your campaign involves any of the following eight elements:

  • Subscriber Opt-In – Confirm if you manage customer opt-ins.
  • Subscriber Opt-Out – Confirm if you manage customer opt-outs.
  • Subscriber Help – Confirm if you offer reply messages that guide customers on contacting the sender when they respond with the HELP keyword.
  • Direct Lending or Loan Arrangement – Indicate if the campaign includes content related to direct lending or loan arrangements. (Direct lenders must provide lender certification.)
  • Embedded Link – State if campaign messages will contain embedded links.
  • Embedded Phone Number – Specify if campaign messages include an embedded phone number (apart from the required HELP information contact number).
  • Affiliate Marketing – Indicate if the campaign involves affiliate marketing.

Once your brand is registered, you need to proceed with the campaign registration process by providing details about your campaign, including your message flow, opt-out text message, and help message.

Discover detailed instructions for your A2P 10DLC compliance registration in our complete guide.

  • You should register to 10DLC compliance,
  • If you send automated confirmation messages, updates, alerts, two-factor authentication verifications, or follow-up texts,
  • If you need to send a high volume of text messages,
  • If you require local or regional 10-digit long codes supporting MMS and voice.

However, it’s important to register your toll-free number if you use it to send out messages.

What is the process for registering a toll-free number?

If you’re using a Toll-Free number for SMS campaigns in the US, you must register your number. This mandatory process, effective from January 31st, 2024, applies particularly to transactional SMSes and other text campaigns.

For registration, you’ll need to provide the following details:

  1. Use Case Category: Select the use case that best matches your messaging patterns. It should reflect the messages sent from your Toll-Free number(s).
  2. Estimated Monthly Message Volume:Estimate the monthly message volume for your Toll-Free number(s). Choose the closest volume category, and if you expect an increase, select a value that represents your anticipated volume in the next 6 months.
  3. Opt-In Type: ‘Opt-in’ is obtaining end-user consent for text messaging. According to TCPA law, businesses must have “express written consent” from end-users before sending texts. Your ‘OptInType’ and ‘OptInImage’ should illustrate how end-users consent to receive texts.
  4. Opt-In Image: This should be an image file showing the opt-in process, such as a website screenshot, an image of the opt-in collection point, or a document with a QR code representing the ‘Opt-In Type’.
  5. Message Sample: Provide samples of the messages your business plans to send. These should align with the selected use case, like Marketing. If you have chosen multiple use cases, ensure the message sample is relevant to at least one.
  6. Use Case Summary: Describe how your Toll-Free number is used for messaging. The more detailed your summary, the better.

Additionally, you can include privacy policies, Acceptable Use Policies (AUPs), extra onboarding controls, links, etc.

Note that, unlike 10DLC number registrations, you can apply for registrations for up to 5 toll-free numbers only.

Takeaways of 10DLC Registration

In conclusion, SMS marketing is evolving rapidly, and with the advent of A2P 10DLC compliance, businesses must adapt to these changes to maximize their messaging efficiency and reach. Understanding and navigating the registration process is crucial for standard 10-digit long codes or toll-free numbers.

Businesses can seamlessly handle these complexities by partnering with services like JustCall, ensuring their campaigns are compliant and effective.

With a foundational role at Saas Labs, Anand has been a key player in establishing the Product Management function and spearheading the launch of our Conversation Intelligence solution. His expertise in AI innovation guides both the strategic direction of the products and a team committed to excellence.

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