The ultimate A2P 10DLC guide: What you need to know to get started

Over the last few years, registering 10-digit long codes (10DLC) has become the norm for any organization intending to send texts in the US and Canada. This article will explore the fundamentals of 10DLC, from definition to benefits and more.

What is 10DLC?

10DLC, also known as a 10-digit long code, 10-digit local number, or just a local number, are phone numbers used by businesses to send SMS and MMS. To own and use these types of numbers, you need to receive approval from mobile network operators for A2P messaging.

Businesses can get their 10DLC numbers approved by registering them with the Campaign Registry alongside a certified brand and campaign. Unlike short codes, which are typically 5 to 6 digits long and shared among multiple businesses, a 10DLC number is unique to each company.

A2P 10DLC vs toll free vs short codes

10DLC numbers are quickly becoming the standard, while U.S. carriers and companies alike are phasing out short codes. Compliance is the main reason for this.

In addition, they make the opt-in and opt-out process difficult due to the keywords being shared on top of the number. Therefore, more and more brands are transitioning towards 10DLC and toll-free numbers.

There are several key differences between 10DLC phone numbers and the two other business texting alternatives: shared short codes and toll-free numbers. We’ve detailed the main ones in the table below.

Features	A2P 10DLC numbers	Shared short codes	Toll-free numbers
Usage	Two-way business messaging	Large scale SMS marketing initiatives	Customer support and bulk SMS campaigns
Throughput	Low to moderate (~10 msgs/sec)	Very high (~500+ msgs/sec)	Moderate (~50 msgs/sec)
Deliverability	High, due to carrier trust and registration	High, but shared codes risk blocking	High, when the brand is well-known
Personalization	High, appears as a regular phone number	Low, with short and non-standard numbers	Moderate, recognized as toll-free but customizable
Localization	Yes (local numbers)	No (generic numbers)	Somewhat (national presence)
Compliance	High, with strict guidelines	High, with strict guidelines	Moderate, as guidelines may vary
Setup time	Long (up to 5 weeks)	Long (up to 8 weeks)	Short (up to 48 hours but subject to verification)
Cost	Moderate (~$10-15 per month plus registration fees)	Very high (~$500 – $1,000 per month)	Low (~$10-15 per month plus incoming messages)

Why do you need to register your A2P 10DLC number?

In 2020, major US carriers and the Campaign Registry adopted a series of 10DLC standards following the introduction of these local numbers in the SMS circuit. This set the foundation for today’s registration requirements, fueling the transition towards a more regulated A2P SMS ecosystem.

Then, in March 2021, businesses sending A2P messaging without proper registration started facing potential filtering or higher fees. This aimed to ensure all messages complied with the new A2P 10DLC regulations.

As of August 31st, 2023, mobile carriers have started blocking messages sent from unregistered numbers. Therefore, organizations must register their business and campaign with the Campaign Registry to send A2P SMS messages and comply with the TCPA and CTIA’s Messaging Principles and Best Practices.

Failure to do so while continuing to text customers may result in penalties, including higher filtering and spam flagging. Additionally, carriers may impose fines for unregistered 10DLC message traffic – which can accumulate rapidly when you’re mass texting.

How do you register your 10DLC number?

Registering your local number is a fairly simple, albeit lengthy, process. All you need to do is fill out an online form with your business and campaign information. Just keep in mind that there are some one-time 10DLC fees and a quarterly fee that you will need to pay.

If your business has multiple brands, you must complete registration for each brand. On top of that, you must also create an individual campaign type detailing its purpose and name.

After submitting the form for registration, you will have to wait up to 5 weeks for your brand to be approved. You can read more about the process and its associated costs in our 10DLC number registration guide.

Restrictions and limitations

To comply with A2P 10DLC regulations under the TCPA and CASL, you need to ensure that your messages are sent only to people who have explicitly opted in.

Moreover, it’s important to familiarize yourself with the types of campaigns deemed ineligible for verification. These include high-risk financial services, deceptive practices, and content related to illegal substances and activities.

Get started with A2P 10DLC and Textmagic in 5 easy steps

Creating your first 10DLC campaign with Textmagic starts with registering an account – or signing in if you already have one. Then, you will need to set up your number and start texting. Here’s how you can do that in five easy steps.

1. Purchase a 10DLC number with Textmagic

In the United States, you can purchase a number with Textmagic for your 10DLC campaigns. The number will cost you $10 per month.

At this point, another 10DLC cost to consider is the one-time $50 brand vetting and registration fee and the $35 quarterly fee. For this reason, you will need to fund your account with a minimum credit of $100 to be eligible for the purchase.

2. Register your SMS campaign

The industry is moving towards 100% registered messaging traffic, so you can’t skip 10DLC registration when using Textmagic. For this, you will need to complete our online form.
First, fill in your campaign information. You will be required to specify your messaging use case, choosing from the following categories:

• Two-factor authentication
• Higher education
• Account notifications
• Customer care
• Marketing
• Delivery notifications
• Fraud alert messaging
• Polling and voting
• Public service announcements

In addition to this list, you can also select either charity or emergency services as your use case. However, your campaign will be subject to additional registration fees for these two categories.

Next, provide two examples of SMS you plan to send. These can be written on the spot or taken from previous campaigns you’ve sent.

Finally, mention the 10DLC opt in method you will use, such as text-to-join keywords or online forms. This is mandatory so as to prevent spam and other malicious communications.

3. Register your brand

After filling in your campaign details, you must also provide company information on the same form for full 10DLC compliance. This is necessary in order to register your brand.

There are several specifics that you must disclose at this step:

• Your first and last name (or those of another representative)
• Customer support email and number
• Official company website
• Company or brand name
• Business name (the one you registered with the IRS)
• Employer Identification Number (EIN)

4. Get approval and start your campaign

After completing all the required fields in the online form, it’s time to submit it. Textmagic will handle the rest of the process on your behalf, filing the document with the Campaign Registry and paying the required fees out of your account balance.

Please note that approval can take up to five weeks. However, you shouldn’t encounter any issues if you’ve filled the form with honest and transparent information. Once your local number is registered, you can kickstart your 10DLC SMS campaign.

5. Track and optimize your campaign

After launching your first A2P 10DLC campaign, you can use Textmagic’s reporting and analytics features to track delivery rates, reply rates, and costs. This will allow you to optimize your SMS marketing strategy and establish what works best for your audience.

Benefits of A2P 10DLC

Depending on your business needs, A2P 10DLC numbers might be the right fit for you. Let’s go through their most notable benefits together.

• Enhanced deliverability and reliability for business messaging. 10DLC significantly improves message deliverability and reliability. All the while, messages sent from unregistered numbers face increasing restrictions in the industry.
• Improved customer engagement through localized numbers. 10DLC allows businesses to use local numbers for their messaging campaigns. This fosters a sense of familiarity and trust among customers.
• Cost-effectiveness compared to short codes. Compared with traditional short codes, 10DLC numbers are much more cost-effective. Consult our comparison table above to see the difference. However, you should also remember that you must pay some one-time and quarterly fees with 10DLC.
• Compliance with carrier regulations and reduced spam risk. Major telecom companies, including Verizon, T-Mobile, and AT&T, are combating spam and enhancing privacy by pivoting towards local numbers. This shift in focus aligns businesses with new security A2P 10DLC regulations while enhancing their credibility at the same time.

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General use cases of A2P 10DLC

A2P 10DLC texting can serve various purposes in business communication. Here are some of its primary use cases, illustrated with examples.

Customer service and support interactions

A 10DLC number can enable real-time customer support interactions, allowing you to resolve queries efficiently via SMS.

Appointment reminders and confirmations

By implementing A2P 10DLC messaging, you can send timely appointment reminders and confirmations. This will help you reduce no-shows and ensure your business operates smoothly.

Limited scope marketing and promotional messages

You can also use your 10DLC number for targeted marketing campaigns and promotional messages to engage customers and drive sales.

Google review invites and reminders

With an A2P 10DLC number, you can encourage customers to leave reviews on Google. In turn, this will enhance your business reputation and online presence.

Event notifications and updates

You can easily inform participants about details, changes, and updates by sending event notifications and updates.

Order updates and shipping notifications

Give customers real-time updates on their order status and shipping details to improve post-purchase satisfaction.

Does my business need A2P 10DLC numbers?

Businesses can benefit from purchasing and registering A2P 10DLC numbers in several scenarios. Here’s a closer look at who benefits most from adopting them:

• Small to medium-sized businesses (SMBs). Cost efficiency is often a top priority for SMBs. 10DLC numbers provide a more affordable alternative compared to traditional short codes.
• Organizations aiming to increase their local engagement. The use of local numbers can significantly boost regional customer engagement.
• Businesses requiring compliance with messaging regulations. 10DLC numbers are designed to meet regulatory requirements. They offer a sure pathway to compliance with carrier policies.

Conclusion

In choosing between 10DLC and toll-free numbers, businesses must consider their specific needs and use cases. A2P 10DLC offers a personalized approach for local engagement, while TFN provides a national and more quickly available alternative.

As the industry continues to evolve, A2P 10DLC is expected to play a crucial role in shaping future messaging strategies, offering enhanced deliverability and engagement – and businesses should always align their messaging tactics with these advancements.