As mobile communication continues to evolve, the need for secure, efficient, and trusted messaging systems has never been greater. One of the key developments in this space is the implementation of A2P/10DLC registration service, a framework designed to regulate how businesses communicate with consumers via SMS using long codes in the United States. This article delves into the significance, process, benefits, and challenges of A2P/10DLC registration services, helping businesses understand why compliance matters and how they can navigate this system effectively.
What is A2P/10DLC?
A2P stands for Application-to-Person messaging, a form of SMS where a business application sends messages to an individual. This is distinct from P2P (Person-to-Person) messaging, which involves direct communication between individuals.
10DLC stands for 10-digit long code, a standard U.S. phone number format (e.g., 555-555-1234). Initially designed for person-to-person messaging, long codes have been repurposed for A2P communications to support businesses in sending high-throughput, local, and personalized SMS messages to consumers.
However, using 10DLCs for A2P purposes without oversight resulted in spam and unregulated traffic. To address this, U.S. mobile carriers introduced a formal registration process for A2P/10DLC messaging, requiring businesses to verify their identity and declare their use cases.
Why A2P/10DLC Registration Matters
The core goal of A2P/10DLC registration is to build trust in the messaging ecosystem. It offers several key advantages:
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Compliance and Legitimacy
Registered businesses demonstrate their commitment to ethical communication practices, complying with copyright and industry regulations. -
Improved Deliverability
Registered 10DLC numbers are less likely to be flagged or blocked, ensuring that messages reach their intended recipients reliably. -
Reduced Spam and Abuse
Registration helps carriers monitor traffic sources, reducing the spread of spam and fraudulent messages, which benefits consumers and legitimate businesses alike. -
Higher Throughput
Registered numbers typically receive higher message-per-second (MPS) rates compared to unregistered ones, enhancing campaign performance. -
Campaign Transparency
Through campaign registration, businesses outline what types of messages they intend to send—such as alerts, promotions, or authentication codes—ensuring transparency with both carriers and consumers.
Who Needs A2P/10DLC Registration?
Any business or organization in the U.S. that sends bulk, automated, or recurring messages using a 10-digit long code must go through A2P/10DLC registration. This includes:
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Marketing firms running SMS campaigns
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Banks sending transaction alerts
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E-commerce stores sending order updates
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Healthcare providers sending appointment reminders
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Educational institutions providing updates to students
Whether you are a small startup or a large enterprise, if your communication involves automated messaging to customers via SMS, you are required to register.
Key Components of the Registration Process
A2P/10DLC registration typically involves two primary entities:
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The Campaign Registry (TCR)
TCR is the sanctioned central hub for registering messaging campaigns. It collects data about message senders and their use cases to assign appropriate trust scores and throughput rates. -
Messaging Service Providers (MSPs)
These are companies (like Twilio, Bandwidth, or others) that facilitate SMS delivery and guide businesses through the registration process.
The registration process involves several key steps:
Step 1: Brand Registration
Businesses must register their legal entity (referred to as a "brand") with TCR. This includes providing:
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Legal business name
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Tax ID (EIN)
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Business type and industry
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Contact information
Brand registration establishes the business’s identity and determines its trust score, which affects campaign throughput and vetting requirements.
Step 2: Campaign Registration
Each use case for messaging must be registered as a "campaign." Common campaign types include:
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Two-factor authentication
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Customer care
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Delivery notifications
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Marketing messages
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Account notifications
For each campaign, businesses must outline:
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Message samples
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Opt-in/opt-out procedures
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Message frequency
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URLs (if included in messages)
Campaigns are reviewed to ensure they align with best practices and do not violate copyright policies.
Step 3: 10DLC Number Assignment
Once a campaign is approved, a registered 10DLC number (or numbers) can be assigned to that campaign for message sending.
Costs Associated with A2P/10DLC Registration
While the cost of registration varies depending on the messaging provider, businesses can expect to incur several types of fees:
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Brand registration fee (typically one-time)
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Campaign registration fee (per campaign, may be monthly)
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copyright pass-through fees for each message sent
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Vetting fees for brands with complex use cases or high volumes
Though these costs can add up, they are a worthwhile investment for businesses relying on SMS as a core communication channel.
Challenges and Considerations
Implementing A2P/10DLC registration is not without its hurdles. Businesses may face the following challenges:
1. Complexity in Setup
Understanding the nuances of the registration process, especially for organizations managing multiple campaigns or brands, can be daunting. Working with an experienced messaging provider can help simplify the process.
2. Delays in Approval
Campaigns undergo a vetting process, and approval times can vary. Planning ahead and anticipating approval lead times is essential.
3. Vetting and Trust Scores
Low trust scores can limit throughput and trigger additional scrutiny. It’s critical to provide accurate and complete information during registration to avoid penalties.
4. Ongoing Compliance
Once registered, businesses must continue to follow best practices in messaging, including honoring opt-outs, avoiding spammy language, and ensuring message relevance.
Best Practices for A2P/10DLC Messaging
To ensure compliance and optimal performance after registration, businesses should adhere to the following best practices:
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Use clear opt-in and opt-out mechanisms
Ensure users have explicitly consented to receive messages and can easily unsubscribe. -
Be transparent in message content
Avoid misleading language or overly aggressive marketing tactics. -
Monitor message performance and deliverability
Track bounce rates, delivery times, and consumer complaints. -
Regularly update campaign information
If your messaging content or use case changes, update your campaign registration accordingly. -
Stay informed about copyright policy changes
copyright rules may evolve. Keep up with announcements to maintain compliance.
The Role of A2P/10DLC Registration Services
A2P/10DLC registration services are platforms or managed solutions offered by messaging providers to simplify the compliance journey. These services offer:
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Guided registration assistance
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Automated form submissions to TCR
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Campaign management dashboards
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Alerts for policy updates
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Customer support for troubleshooting
Some services also include tools for vetting improvement, helping businesses achieve higher trust scores by optimizing brand data submission.
By leveraging these services, companies can offload the technical and administrative burden of A2P/10DLC registration and focus on their core messaging strategies.
Final Thoughts
The introduction of A2P/10DLC registration marks a significant shift in the SMS marketing and communications landscape. What was once a loosely regulated channel is now becoming a structured and accountable system that prioritizes consumer trust and data integrity.