Table of Contents
Navigating text messaging compliance can be complex, especially when it comes to something as specific as 10DLC compliance.
In this guide, we’ll break down answers to the most common questions around 10DLC compliance from
- What it is & why it matters,
- How you can get started, and
- How to ensure your messaging practices meet regulatory standards.
What is 10DLC?
10DLC stands for 10-Digit Long Code, a type of phone number used for Application-to-Person (A2P) messaging. 10DLCs are regular 10-digit phone numbers that are registered with carriers and enable organizations to send text messages in bulk while maintaining compliance with regulatory requirements.
What are 10DLC regulations?
10DLC regulations are put in place by mobile carriers to ensure organizations aren’t spamming people with unwanted texts. These regulations require organizations to register their 10DLC numbers and campaigns, so carriers know who’s sending what and to whom.
To comply, the 10DLC registration process requires organizations to provide detailed information that ensures transparency and accountability:
- Organizations must register their brand with The Campaign Registry (TCR). This includes providing details such as the brand name, type, address, and Employer Identification Number (EIN). This step helps verify the legitimacy of the organization.
- Organizations must define and register each specific campaign they plan to run. This includes selecting a use case that accurately describes the purpose of the messages (e.g., marketing, political, customer service, etc.).
- During campaign registration, organizations must declare the use case that best fits their messaging intent. Standard use cases include categories like marketing, customer care, and notifications, while special use cases might involve sensitive or regulated content, such as political messaging.
- Organizations must submit sample messages that they intend to send during the campaign. These samples should closely match the actual content, including any links or phone numbers. This step allows carriers to evaluate the nature of the messages and ensure they are not spammy or misleading.
- Organizations must demonstrate that their campaigns include clear opt-in and opt-out options for recipients. This ensures that people have control over whether they receive messages and can easily stop them if they choose.
- Messages must adhere to content regulations, avoiding misleading or deceptive language. Carriers review the content to ensure it aligns with the declared use case and does not violate spam or privacy rules.
What is 10DLC compliance?
10DLC compliance involves adhering to the regulations set forth for using 10-digit phone numbers in A2P messaging.
This includes registering your brand and campaigns with The Campaign Registry (TCR), following opt-in/opt-out rules, and maintaining transparent communication practices. Compliance ensures your messages are delivered effectively and legally.
What is The Campaign Registry?
The Campaign Registry is the central entity responsible for overseeing 10DLC messaging compliance. It manages the registration of brands and campaigns, verifies their legitimacy, and monitors messaging practices to ensure they meet regulatory standards.
This helps carriers keep track of who’s sending messages and ensures that your texts are treated as legit business communication—not spam.
Who does 10DLC apply to?
Anyone using 10-digit long codes to send SMS or MMS messages from an application (software) to US phone numbers must adhere to A2P 10DLC requirements.
What happens if I don’t register for 10DLC?
Failing to register for 10DLC can result in several issues, including:
- Message deliverability: All SMS and MMS messages sent to US phone numbers using +1 10DLC numbers must be part of an approved A2P campaign. Any messages sent from unregistered +1 10DLC numbers will be blocked.
- Regulatory penalties: Non-compliance can lead to fines and legal repercussions.
- Increased spam risks: Unregistered messages are more likely to be flagged as spam.
What are the A2P 10DLC compliance standards?
A2P 10DLC compliance standards include:
- Brand registration: Registering your business with The Campaign Registry.
- Campaign registration: Defining and registering the type of messages you send.
- Opt-in/Opt-out practices: Ensuring recipients can easily opt-in or opt-out of receiving messages.
- Message content guidelines: Adhering to content regulations to avoid spammy or misleading messages.
Is A2P 10DLC mandatory?
Yes, A2P 10DLC registration is mandatory for anyone using 10-digit phone numbers for bulk messaging US numbers. Compliance with these regulations is required to ensure proper delivery of messages and to avoid legal issues.
Opt-in and opt-out methods for 10DLC compliance
Opt-in: Users must explicitly consent to receive messages. This can be done through text keywords, online forms, or other clear consent methods.
Opt-out: Users must have an easy way to unsubscribe from future messages, typically by replying with keywords like “STOP” or “UNSUBSCRIBE.”
How can I apply for 10DLC?
CallHub has streamlined the 10DLC brand registration process, making it fully automated through your dashboard.
To register your brand:
1. Go to the “Compliance” section under Settings and click “Register your Brand.”
2. Enter your brand details (name, type, address, EIN) and select “Yes” if running political campaigns as a nonprofit.
3. Provide contact information (name, email, address, postal code).
4. Complete the payment of $44, which will be credited back to your account post-registration.
After payment, CallHub submits your details to The Campaign Registry (TCR) for vetting. Once vetted, your brand will be registered, and a Trust Score will be assigned. Then, you can proceed with Campaign Registration.
Here’s how to register your campaign use case for 10DLC:
1. Click on “+Register new use case” in your CallHub dashboard.
2. Enter the details:
- Name and type: Provide a name and select the type of use case (Standard or Special).
- Campaign description: Include a description and sample messages similar to those you’ll send. Make sure sample messages reflect actual content, including links or phone numbers if used.
- Confirm and register: Click “Accept and add use case” to submit your details.
Here’s a breakdown of 10DLC fees:
- One-time brand registration fee: $4
- Brand vetting: $40
- Standard/Special campaign charges: $30 per campaign per quarter
- Campaign verify charges (Political use cases only): $95
- Number rental: $2 per number per month
Here’s a breakdown of the refund details:
- Brand registration and vetting fee: $44 (charged initially, credited back after successful registration).
- Failed brand registration: $4 charged, $40 refunded as credits.
- No refund for unsuccessful campaign registrations.
How long does it take to register for A2P 10DLC?
The verification process for 10DLC registration typically takes 24-48 hours if all details are correct. Issues with the details can extend the process to 3-4 days.
Standard use case campaigns are approved immediately for qualified brands, while special use case campaigns may depend on mobile network operators’ review times.
What are the benefits of A2P 10DLC?
- Enhanced deliverability: Registered 10DLC numbers have a higher likelihood of message delivery. Customers using A2P 10DLC with compliant messaging experience up to a 90% decrease in message filtering.
- Increased trust: Compliance with regulations builds trust with your audience.
- Reduced spam risks: Adhering to best practices minimizes the chances of your messages being flagged as spam.
And there you have it!
10DLC compliance might seem a bit daunting at first, but once you understand the basics, it’s about keeping your messaging on the up-and-up. Getting registered and following the rules helps you avoid penalties, which means you’re setting your business up for more reliable and effective communication with your audience.
Learn more on 10DLC compliance and get started with CallHub.
