A2P 10DLC Campaign Registry Guide

A2P 10DLC (Application-to-Person 10-Digit Long Code) is a system in the United States that enables businesses to send A2P messaging using standard 10-digit phone numbers. This system offers significant advantages over traditional long codes, including better delivery quality and reduced filtering risks. Carriers in the US have implemented A2P 10DLC to enhance message deliverability and ensure compliance with messaging regulations. By adopting 10DLC, businesses can achieve higher engagement rates and improve the overall effectiveness of their SMS marketing campaigns.

What is A2P 10DLC?

A2P 10DLC (Application-to-Person 10-Digit Long Code) is a system that allows businesses to send SMS messages using standard 10-digit phone numbers. This method is specifically designed for high-volume messaging, providing a more reliable and efficient way for businesses to communicate with their customers.

A2P 10DLC offers several advantages:

• Messages sent via 10DLC are less likely to be flagged as spam, ensuring they reach their intended recipients.
• Using a standard 10-digit number makes the messages appear more personal and trustworthy to customers.
• 10DLC provides a more affordable option compared to short codes, which are typically more expensive to obtain and maintain.
• 10DLC is built to comply with carrier regulations, reducing the risk of penalties and ensuring that messages are sent within the legal framework.

In essence, A2P 10DLC bridges the gap between the high throughput of short codes and the personalized approach of long codes, making it an ideal solution for businesses aiming to enhance their SMS marketing campaigns.

Notice: Shutdown of Unregistered 10DLC Messaging

Effective September 1, 2023, all SMS and MMS messages sent to U.S. phone numbers using +1 10DLC phone numbers must be registered with an approved A2P (Application-to-Person) campaign. Messages sent using unregistered +1 10DLC numbers will be blocked by carriers. This measure is part of a broader effort to ensure compliance and improve message delivery rates.

Key Points:

• Messages from unregistered +1 10DLC numbers will be blocked and return an error code 30034, indicating “US A2P 10DLC – Message from an Unregistered Number.” It’s important to note that messaging rates will still apply, even for blocked messages.
• Businesses using +1 10DLC numbers must register their numbers as soon as possible to avoid disruption. Registration can be completed through service providers such as Twilio.
• The deadline for compliance is August 31, 2023. After this date, all unregistered messages will be fully blocked.

To avoid any interruptions in your messaging campaigns, ensure that your 10DLC numbers are registered and compliant with the new regulations. This step is crucial for maintaining seamless communication with your customers and maximizing the effectiveness of your SMS marketing efforts. For more detailed information on the registration process and requirements, refer to your service provider’s guidelines and resources. You can also explore How to Send Automated SMS Messages for streamlined and compliant messaging strategies.

Why 10DLC Matters

A2P 10DLC is crucial for businesses that rely on SMS marketing for several reasons. This system provides a more effective and compliant way to communicate with customers, ensuring that messages are delivered promptly and efficiently.

A2P 10DLC is designed to improve message deliverability rates. Unlike traditional long codes, which are often subject to filtering, 10DLC numbers are recognized by carriers as legitimate A2P traffic. This recognition significantly reduces the likelihood of messages being blocked or marked as spam.

Messages sent from a standard 10-digit phone number appear more personal and trustworthy to recipients. This familiarity can enhance customer engagement and response rates, as customers are more likely to open and respond to messages from numbers that look like regular phone numbers.

Compared to short codes, which can be expensive to lease and maintain, 10DLC offers a more affordable alternative. This cost efficiency makes it accessible for businesses of all sizes, allowing them to leverage the power of SMS marketing without breaking the bank.

With increasing scrutiny on SMS marketing practices, compliance with carrier regulations is essential. A2P 10DLC helps businesses stay within the legal framework, avoiding penalties and ensuring that their messaging practices are above board.

A2P 10DLC is suitable for businesses with varying messaging needs. Whether you need to send a few hundred messages or scale up to millions, 10DLC can handle the volume while maintaining high deliverability rates. This scalability makes it a versatile choice for different marketing strategies and campaigns.

The 10DLC Campaign Registry

The 10DLC campaign registry is a critical component of the A2P 10DLC system, ensuring that all messages sent via 10DLC numbers comply with carrier regulations and maintain high deliverability rates. Here’s an overview of the registry and what businesses need to know about it.

Purpose of the 10DLC Campaign Registry

The 10DLC campaign registry serves several key purposes:

• Compliance: It ensures that all A2P messages adhere to regulatory standards, reducing the risk of messages being filtered or blocked by carriers.
• Transparency: By registering, businesses provide carriers with necessary information about their messaging campaigns, which helps in identifying legitimate traffic and minimizing spam.
• Quality Assurance: Registration helps maintain high message deliverability rates and improves the overall quality of A2P messaging.

Registration Process

The registration process for the 10DLC campaign registry involves several steps:

1. Submit Brand Information: Businesses must first submit their brand information, including details such as the business name, address, and tax ID (EIN). This step verifies the identity of the business and ensures it is recognized by carriers.
2. Provide Campaign Details: Next, businesses need to provide information about their messaging campaigns. This includes the type of messages being sent (e.g., notifications, promotions), the volume of messages, and the intended use case.
3. Complete the Registration: Once the brand and campaign details are submitted, the registration process can be completed. This may involve additional vetting by carriers to ensure all information is accurate and compliant.

Key Considerations for Registration

• Tax ID Requirements: Businesses with a Tax ID (EIN) need to register based on their messaging volume. Those without a Tax ID can register as Sole Proprietor Brands.
• Volume-Based Options: Depending on the number of messages sent daily, businesses can register for Low Volume Standard Brands or Standard Brands. Special use cases may require additional carrier approval.
• ISV Registrations: Independent Software Vendors (ISVs) must register their own business profile and then register each client’s brand and campaign use cases.

Benefits of Registration

• Improved Deliverability: Registered campaigns are less likely to be filtered or blocked, ensuring messages reach their intended recipients.
• Regulatory Compliance: Adhering to registration requirements helps businesses avoid penalties and stay compliant with industry regulations.
• Enhanced Campaign Performance: Registered campaigns can leverage carrier optimizations for better performance and engagement.

Compliance and Regulations

Ensuring compliance with A2P 10DLC regulations is critical for maintaining high deliverability rates and avoiding penalties. Here are the key compliance requirements and best practices for managing your 10DLC campaigns effectively:

Key Compliance Requirements

1. Brand Registration
   • Identification: Businesses must register their brand information, including business name, address, and Tax ID (EIN).
   • Verification: Carriers verify the provided information to ensure the legitimacy of the business.
2. Campaign Registration
   • Detailed Campaign Information: Businesses must provide comprehensive details about their messaging campaigns, including the type of messages, use cases, and expected message volumes.
   • Approval Process: Carriers review and approve the campaigns to ensure they meet regulatory standards.
3. Trust Score
   • Scoring System: When registering a standard brand, businesses receive a Trust Score between 0 to 100. This score is based on the provided information and impacts message throughput.
   • Trust Score Levels: Higher Trust Scores result in higher message throughput and better deliverability.
4. Message Content Regulations
   • Content Guidelines: Ensure that the message content adheres to carrier guidelines, avoiding spammy language and ensuring relevance to the recipients.
   • Opt-Out Mechanisms: Include clear opt-out instructions in every message to comply with consumer protection regulations.

Best Practices for Compliance

1. Accurate Information
   • Ensure Accuracy: Provide accurate and up-to-date information during the registration process. Inaccurate or incomplete information can lead to delays or rejection.
2. Regular Monitoring
   • Performance Tracking: Use reporting tools to monitor the performance of your campaigns regularly. Identify and address any issues promptly to maintain compliance.
   • Compliance Audits: Conduct periodic audits of your messaging practices to ensure ongoing adherence to regulations.
3. Message Content Optimization
   • Personalization: Personalize messages to increase relevance and engagement. Use customer data responsibly to tailor the content.
   • Clear Language: Use clear and concise language. Avoid using misleading or deceptive content.
4. Stay Informed
   • Regulatory Updates: Stay updated with the latest regulatory changes and carrier requirements. Adapt your campaigns accordingly to remain compliant.
   • Industry Best Practices: Follow industry best practices for SMS marketing to enhance your campaign’s effectiveness and compliance.
5. Opt-Out Management
   • Easy Opt-Out: Make it easy for recipients to opt-out of receiving messages. Respect opt-out requests promptly to maintain trust and compliance.
   • Opt-Out Confirmation: Send a confirmation message when a user opts out to acknowledge their request and confirm they have been unsubscribed.

Consequences of Non-Compliance

1. Message Blocking
   • Filtered Messages: Non-compliant messages are likely to be filtered or blocked by carriers, reducing your campaign’s reach and effectiveness.
   • Error Codes: Messages from unregistered numbers will return specific error codes indicating the compliance issue.
2. Financial Penalties
   • Increased Costs: Non-compliance can result in higher messaging costs due to penalties and increased filtering.
   • Legal Penalties: Severe non-compliance may lead to legal penalties and damage your business’s reputation.
3. Reputation Damage
   • Customer Trust: Non-compliance can erode customer trust and result in higher opt-out rates.
   • Brand Image: Maintaining compliance helps protect your brand’s image and ensures a positive relationship with carriers and customers.

Conclusion

A2P 10DLC is transforming the landscape of SMS marketing, offering businesses a reliable and compliant way to engage with their customers through personalized messaging. By understanding and leveraging the power of 10DLC, businesses can significantly enhance their marketing efforts and achieve better results.

Key points to remember:

• Enhanced Deliverability: 10DLC ensures higher message deliverability rates, reducing the risk of messages being blocked or filtered.
• Customer Trust: Using standard 10-digit numbers helps build trust and familiarity with recipients, increasing engagement.
• Cost-Effective Solution: 10DLC offers a more affordable option compared to short codes, making it accessible for businesses of all sizes.
• Regulatory Compliance: Adhering to 10DLC regulations helps avoid penalties and ensures that messaging practices are legally compliant.
• Scalability and Flexibility: 10DLC can handle varying messaging volumes, making it suitable for different business needs and campaign strategies.

By following the detailed steps for registering your 10DLC campaign, maintaining compliance with regulations, and adopting best practices for message content and delivery, businesses can optimize their SMS marketing strategies. The result is a more effective, engaging, and compliant communication channel that can drive customer engagement and business growth.

Embrace A2P 10DLC to stay ahead in the competitive world of SMS marketing. With the right approach and tools, you can leverage this system to its full potential, ensuring your messages are delivered, read, and acted upon by your target audience.