10DLC: Everything You Need to Know
Lots of changes are happening across the telecom industry, the main one being that carriers are taking steps to ensure channels stay free of spam and maintain high delivery rates for your organization.
Here’s a breakdown of the big stuff you need to know:
- Mobile carriers are creating a new set of standards and registration processes for 10DLC numbers.
- 10DLC stands for 10-digit long code (which is a standard phone number, like 423-218-0111, that you’ve already been using).
- These new standards and registration processes for 10DLC will result in additional fees to messaging services like Text Request, but will result in your messages having higher throughput (more messages delivered faster) and better delivery rates.
- Businesses and organizations who want to text their audience with 10DLC numbers will be required to register their phone number with carriers.
- There's nothing you need to do now as of 4/12/21. We plan to take care of the registration for you and pass on a small, flat registration fee.
Keep reading to learn more about why these changes are happening, the positives they will bring, when they’re happening, and how we’re responding.
Here’s what you need to know.
The messaging industry has gone through major shifts within the past few years. Businesses like yours now regularly send consumers texts for everything from alerts, to appointment reminders, to notifications and marketing promotions.
Mobile carriers like AT&T, US Cellular, and T-Mobile recognize this, and they want to take steps to keep channels free of spam and maintain quality as more and more businesses start texting consumers for these things.
As a result, these carriers are creating a new set of standards and registration processes for 10DLC numbers, so they can better understand who is using them for A2P communication.
Let’s break down what those two terms mean individually.
What is A2P?
A2P stands for application-to-person texting. It basically means you're using an application, like Text Request, to send and receive messages.
A2P previously only applied to automated messaging, but now it’s becoming closer to person-to-person conversations as customers respond to business text messages with questions or comments.
What is 10DLC?
10DLC is not as complex as it sounds. It just stands for a 10-digit long code, which is a standard phone number (like the one you've been using for ages, for example 423-218-0111).
10-digit long code number is just a mouthful, so it’s shortened to 10DLC.
10DLC are traditional landline and VOIP numbers used for voice communications. More and more businesses are using these numbers for texting instead of just calling, and carriers want to make sure the messages you're sending are high quality (not spam).
You’ve most likely already been using 10DLC to text your customers (unless you use a short code or toll-free number instead).
We’ll cover how this new registration process will increase throughput and delivery rates if you’ve been using 10DLC to send A2P messages next.
How will the new 10DLC registration process affect your business?
Carriers like AT&T, US Cellular, T-Mobile, and Sprint are going to start requiring SMS providers, including Text Request, to register customers’ businesses and use cases as individual campaigns with the carriers.
A “campaign” is a specific goal or purpose a business or organization is using business text messaging for, including:
1. Transactional (sales, collections, ect.)
2. Promotional (marketing, customer engagement, ect.)
As part of the registration process carriers also need to receive:
- Your company’s legal name
- Your company’s country of registration
- The type of your organization (private, publicly traded, nonprofit)
- Your company’s tax number/ID/EIN
- Your business’s website
- Campaign name
- Campaign description
- Campaign use case
- Campaign sample messages
We’re going to gather all this info from you within the coming weeks (most likely via a digital form inside your Text Request account), and then register it automatically for you. So stay on the lookout for it.
You can include as many phone numbers as needed within a single campaign. So if you’re a reseller with multiple customers, you can assign their numbers under the same campaign.
Once the carriers have this information, your business will be vetted against a “trust score” that will determine your daily message throughput (or the measure of data transfer between the connections measured by message per second).
Essentially these carriers are just checking your message volume to make sure you’re not spamming your customers. You can check out our guide on how to avoid sending spam-like messages to customers here.
What are the benefits?
Registering these use cases will help carriers give A2P texts faster message speeds, higher throughput, and deliverability. Your messages will send faster, and thus feel just as human as regular person-to-person messaging.
That’s going to make both you and your customers happier in the long run!
Will message pricing change?
The campaign registry will have a one-time setup fee and ongoing recurring monthly fees for every campaign registered, plus the individual carriers may have their own individual message unit fees.
Instead of charging multiple fees, we are going to add a simple monthly registration fee based on your plan size. We do not currently plan to raise our software prices.
We aren't sure on the exact price of the flat registration fee yet, because carriers haven't finalized things on their end, but we’ll keep you posted as we learn more.
When is this all happening?
AT&T will start its 10DLC registration process April 1st, and other carriers are predicted to follow suit soon afterward.
But don’t panic if you aren’t already registered! Carriers most likely won’t start blocking non-registered use cases and messaging traffic until June or July 2021.
How is Text Request responding?
As mentioned earlier, we’re going to gather all the required registration info from you within the coming weeks (most likely via a digital form).
We'll ask you for three things in that digital form:
1. Your business info (including your tax ID)
2. Your use cases (marketing, customer service, sales, automation, etc.)
3. A sample message your business would send for that use case
We’ll then register that info with the carrier automatically for you, then pass the registration fee on to you as an additional line item in your invoice. Registration is expected to be an instant process, and you should experience no down time.
What steps do you need to take?
Once more, there is nothing your business needs to do on your end as of 4/12/21.
Just sit back, keep an eye out for the digital form requesting your registration information, and we’ll pass on the small, flat registration fee. We intend to keep you in the loop as we learn more.
Below is our original update video from 3/25/21 for reference.