What is A2P 10DLC?

A2P 10DLC is a regulatory framework designed for businesses to send Application-to-Person (A2P) messages using 10-digit long code numbers in the United States. This extensive guide offers an in-depth look at A2P 10DLC, covering aspects such as registration necessities, various campaign applications, adherence to compliance standards, and how it affects message delivery and pricing. It's essential for both small businesses and Independent Software Vendors (ISVs) to grasp the nuances of messaging compliance to ensure dependable and impactful communication with their audience.

What Does A2P 10DLC Mean?

A2P 10DLC is a system in the United States designed for businesses to utilize standard 10-digit long code (10DLC) phone numbers for sending Application-to-Person (A2P) messages. US carriers classify all LC Phone traffic as A2P. The A2P 10DLC services offered by carriers enhance the quality of delivery and reduce the risk of filtering compared to the traditional long code SMS, while using the same phone numbers.

There is now support for Special Use Cases; however, customers who need to register a special use case that requires additional carrier approval, or are a 527 Political Organization, should refer to the specific guidelines on Special Use Cases before starting their registration.

By registering now, businesses can take advantage of improved deliverability and higher throughput in the newly established, verified A2P 10DLC ecosystem. This system introduces new registration requirements for businesses planning to send long-code messages to AT&T users in the US.

Required Actions for A2P 10DLC Compliance:

If your business doesn't send messages to the United States using long code numbers, no action is needed. However, if you do send such messages, your registration approach depends on your Tax ID status, message volume, and use case:

- Businesses with a Tax ID (EIN) sending fewer than 6,000 message segments daily should re-register as Low Volume Standard Brands.

- Businesses with a Tax ID (EIN) and a daily message volume exceeding 6,000 segments should re-register for the relevant campaign types within Standard Brands.

- For those without a Tax ID (EIN), registration as a Sole Proprietor Brand is required (available from April 17th).

You can complete A2P 10DLC registration via the LC Phone System Trust Center.

For a comprehensive guide on the necessary information and registration steps, refer to 'How do I register to use A2P 10DLC messaging?'

The new A2P 10DLC registration system has specific rules and requirements, along with answers to frequently asked questions, detailed in the subsequent sections.

Understanding A2P 10DLC Functionality:

The new A2P 10DLC system encompasses two critical components:

1. Businesses must declare their identity to carrier networks (Brand registration).

2. Businesses must categorize the nature of the messages they transmit, like notifications (Campaign registration).

The registration process is fully managed through the LC Phone System Trust Center, in collaboration with The Campaign Registry (TCR), to comply with carrier requirements while simplifying the onboarding process for businesses.

For additional information and guidance, please refer to 'How do I register to use A2P 10DLC messaging?'

Should I Register? What's the Deadline?

We highly recommend that you complete registration promptly. Until your phone number(s) are linked with a registered campaign, they will incur higher fees for unregistered traffic and may be subject to filtering. It's essential to re-register swiftly to reduce the impact of these fees.

What About Low Volume or Testing Messages to the US?

- If you lack a tax ID, register as a Sole Proprietor Brand, suitable for individuals and small businesses. This option is available from April 17th. More details are in the New Changes to A2P 10DLC Sole Proprietor Brands FAQ.

- If you have a tax ID but send less than 6,000 message segments daily, register for Low Volume Standard Brands.

What if I Don't Register?

Expect increased filtering and fees for unregistered messages. It's anticipated that unregistered messaging to the US via long code numbers will eventually be unsupported.

For fee details, see A2P 10DLC service pricing and fees.

How Does A2P Brand Registration in the US Work?

Upon completing US A2P Brand registration, your Brand gets a Trust Score between 0 to 100, impacting your maximum message throughput for each Campaign use case.

What's a Trust Score?

When you register your Brand and Campaign(s) via the LC Phone Console, the information is sent to The Campaign Registry (TCR). Your Brand undergoes secondary vetting, determining a Trust Score to set your messaging throughput and daily message limits on T-Mobile.

How Do Trust Scores Affect Throughput?

Trust Scores are divided into three levels. Your Trust Score and Campaign Type dictate the message throughput for your campaign use case.

See Message throughput (MPS) and Trust Scores for A2P 10DLC in the US for more details.

What's Required for US A2P 10DLC Registration?

You'll need specific business information to register, including business name, physical address, type, registration number, industry, and contact details. Sole Proprietors without a Tax ID can register now, with specific requirements for US or Canada residents.

Campaign Use Case Explained

This refers to your messaging purpose, like sending account notifications or marketing. Different use cases may require separate registrations.

Direct Registration with TCR?

No need to go to TCR directly; complete your registration through LC Phone. However, ISVs can apply for an exception to register directly with TCR.

Need for New Phone Numbers?

No new numbers are required if you're already using long code numbers. Registration enables your existing numbers for A2P 10DLC service.

ISV Responsibilities

ISVs must register their Business Profile and Brand, then each client's US A2P Brands and Campaign Use Cases. Options vary based on the client's tax ID status and message volume.

For more details, see the ISV U.S. A2P 10DLC Onboarding Guide.

Registration FAQs

- Information Required: You need detailed business and brand information for registration.

- Ensuring 10DLC Use: Link your A2P Campaign Use Cases to a Messaging Service and add phone numbers to it.

- Outbound Messages: No changes needed if you don’t use Messaging Services for outbound messages.

- Pricing and Fees: See the A2P 10DLC service pricing and fees.

- Registration Duration: Brand registration is quick but may require up to 7 days for manual reviews. Campaign registration is experiencing delays.

- MMS Messaging: Subject to carrier fees and throughput limits; shortcodes are better for high-volume MMS.

- Message Throughput: Determined per registered Campaign Use Case.

Impact on Shortcodes and Toll-Free Numbers

- Shortcodes: Shared short codes are being phased out, except for 2FA or OTP codes.

- Toll-Free SMS: No changes; it remains a viable option for A2P SMS in the US and Canada.

API for Registration

APIs are available for ISVs to register themselves and their clients.

Verizon and Other Networks

- Verizon: Continues its A2P 10DLC service without adopting new requirements.

- Other Networks: Changes affect AT&T and T-Mobile, including their MVNOs and acquired networks. US Cellular has not announced specific plans.

Messaging to Canada, Puerto Rico, and Other Countries

- Canada: Not affected currently, but changes may come in the future.

- Puerto Rico: Impacted, as it's served by US-based carriers.

- Other Countries: Check country-specific SMS Guidelines for unique rules.

WhatsApp Messaging

WhatsApp messaging is unaffected by these A2P 10DLC changes.