A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via standard 10-digit long code (10DLC) phone numbers. A2P 10DLC offerings provide better delivery quality and lower filtering risk than long code SMS of the past, using the same phone numbers. This registration process is also available for countries outside of the U.S as well.
Register now to benefit from improved deliverability and increased throughput in the new verified A2P 10DLC ecosystem.
To help ensure your Campaigns are approved in this vetting process, please follow these best practices when submitting new Campaigns.
Please Note: Don’t think of these best practices as a “catch-all” that will guarantee approval if you adhere to them all; rather, think of them as a baseline that shows the overall direction that the ecosystem is heading towards when it comes to compliant, high-quality communications.
When you complete your US A2P Brand registration, your Brand will receive a Trust Score. This rating influences the maximum message throughput that will be allocated to each of your Campaign use cases.
Trust Scores are grouped into three levels, from lowest to highest. Your Trust Score level, combined with your Campaign Type, will determine the message throughput that is allocated to your campaign use case.
Your campaign use case describes the type of messaging you plan to send. There are two important requirements under the new A2P 10DLC system: Businesses must identify who they are to the carrier networks (Brand registration). Businesses must register what type of messages they are sending, i.e. notifications (Campaign registration).
Make sure your A2P Campaign does not involve prohibited content such as cannabis, hate speech, etc., and that your use case is compliant with the Messaging Policy. Please view our article on messaging policy for more information.
To effectively collect opt-in from recipients, it is imperative to adhere to these guidelines.
We checked against rejected campaigns and found that the opt-in description lacks details in many cases.
Opt-In Keywords should be alphanumeric or accented characters. The use of spaces between keywords, such as ‘I Agree’ and ‘Sign UP,’ is not permitted. However, one-word keywords are acceptable. Suitable options include Subscribe, Start, Y, Yes, Confirm, and Register.
Website opt-in: To collect opt-in from customers via your website, incorporate a form where clients can submit their phone numbers and consent to receive messages from your company. Communicate that submitting the phone number implies consent to message receipt. Additionally, provide a checkbox for clients to confirm their agreement.
Website Posting (Support): Facilitate opt-in by prominently displaying your phone number on your website. This can be done through support pages, contact sections, or call-to-action buttons. Ensure customers can easily locate the phone number to opt in and receive messages.
Keyword or QR Code Opt-In: Employ specific keywords or QR codes that customers can utilize to opt-in. These keywords or QR codes should be included in advertisements, social media posts, or physical materials. Instruct customers to either text the keyword or scan the QR code for opt-in.
Maintaining uniformity in brand name, website, and sample messages is essential to prevent campaign rejection. If inconsistencies arise, such as a brand name mismatch between the website and sample messages, the campaign is at risk of rejection.
For Instance: If your brand name is Store, your website is www.store.com, but your sample messages say “Here’s your one-time passcode for logging into www.business.com”, your campaign will be rejected
Registered use cases must be accurately reflected in sample messages. Any discrepancy between registered use cases and sample messages can lead to campaign rejection.
For Instance: If you register a marketing campaign, but sample messages say “Here’s your one-time passcode: 123456”, your campaign will be rejected
Brands should use dedicated email domains to match their company name. Failure to align email domains with company names could result in campaign rejection.
For Instance: If you register a brand as Business Inc., but you provide an email address with a Gmail domain name, your campaign will be rejected.
Note: This check only applies to large, well-known corporations that typically have dedicated email domains
If you indicate that your customers opt-in to your messages via the website, but provide a website address that does not function, your campaign will be rejected
Excessive brands with the same EIN and excessive campaigns with the same campaign attributes may be seen as high-risk and may result in campaign rejection
For example, please write “Doctor check due for [John Doe], Visit [www.business.com] to schedule an appointment or call [123-456-7890]”
Properly collecting consumer consent is a fundamental requirement for campaigns. Complying with CTIA guidelines is essential for appropriately collecting consumer consent. Detailed instructions and best practices for handling consumer consent are outlined in the CTIA guidelines document. (https://api.ctia.org/wp-conten…)
If you indicate you collect opt-in via text messages, but your sample messages say “Hi, is this the owner of 123 Maple street? I’d like to discuss how I can help you sell your property”, it is clear that you have not collected appropriate consent before sending messages and your campaign will be rejected.
If your brand “Store” uses its website, www.store.com, to collect phone numbers but your website does not contain opt-in language such as “By providing your phone number, you agree to receive text messages from STORE. Message and data rates may apply. Message frequency varies.”, your campaign will be rejected.
Opt-In Language Availability: For campaigns that indicate consumer opt-in via the company website, it is crucial to include opt-in language on the website. This language should communicate the consent process clearly, such as “By providing your phone number, you agree to receive text messages from [Company Name]. Message and data rates may apply. Message frequency varies.” Ensuring alignment between brand practices and website content is essential to avoid campaign rejection.
For example, please consider adding language such as “Please reply STOP to opt-out” in one of your sample messages
Please Note: Ensure you have all the required information before registering
An authorized representative with the following info:
Please Note: The ecosystem actively discovers new forms of infractions, and the vetting standards are continually being improved.
Please Note: Toll-free messaging remains an attractive alternative to A2P 10DLC. Toll-free messaging does require a verification process but does not rely on Brand and Campaign Registration
When you complete your US A2P Brand registration, your Brand will receive a Trust Score. This rating influences the maximum message throughput that will be allocated to each of your Campaign use cases.
Trust Scores are grouped into three levels, from lowest to highest. Your Trust Score level, combined with your Campaign Type, will determine the message throughput that is allocated to your campaign use case.
Your campaign use case describes the type of messaging you plan to send.
There are two important requirements under the new A2P 10DLC system:
If you have a Tax ID (EIN) and send under 6,000 message segments per day, you should register for Low Volume use case
If you have a Tax ID (EIN) and send over 6,000 message segments per day, you should register for appropriate campaign types within the Standard use case
Here are screenshot examples of the process menu:
While A2P 10DLC offers enhanced deliverability and lower filtering risk, Toll-Free messaging remains a viable alternative. Toll-free messaging also requires a verification process but does not rely on Brand and Campaign Registration. Depending on your business needs and messaging volume, Toll-Free messaging could be an attractive option to consider.