10 Digit Long Code (10DLC) Launch

As of February 1st, 2021, all long code SMS and MMS terminating to T-Mobile and AT&T have been moved to its new 10 digit long code (10 DLC) A2P service.

10DLC helps to protect customers from unwanted spam, while allowing businesses to better connect with their customers. This change will also improve deliverability because 10DLC allows for higher messaging throughput than traditional long code messaging.

1. General 10DLC FAQ’s

Overview of what 10DLC is, and why it is happening.

What is 10 DLC?
10DLC allows businesses to send application-to-person text messages (A2P) using local long codes. Traditionally, sending A2P messages to local long codes has been discouraged according to CTIA guidelines.
Why is 10DLC being introduced?

Carriers like Verizon are introducing 10DLC to provide a sanctioned platform for businesses to send SMS and MMS messages using long codes. Their objective is to protect consumers from unwanted spam, while still allowing businesses to better connect with their customers. This change will also improve deliverability because 10DLC allows for higher messaging throughput than P2P long code traffic.

What is the timeline for 10DLC rollout?

As of May 11, 2021, some 10DLC capabilities have been rolled out by carriers. On October 1st 2021 AT&T, Verizon, and T-Mobile may start filtering or throttling messages.

Does this affect (person-to-person) P2P traffic?

All user traffic over a long code will fall under 10DLC as the carrier will treat all traffic as A2P traffic moving forward.

Will Toll-Free Numbers (TFN) be affected by 10DLC?

No, TFN is not governed under this launch, only long codes.

2. Who 10DLC Applies To

10DLC applies to you if your business is:

1.) currently sending A2P traffic over long codes, or
2.) a reseller and your customers are sending A2P traffic over long codes, 10DLC applies to you.

What do I need to do?

It is important to register your 10DLC brand (business) and campaign (messaging use case) to avoid fines and blocked messages in the future. The carriers are to begin enforcing fines and blocked messages on October 1st, 2021.

3. How to register for 10DLC

10DLC requires businesses to register a brand (business) and campaigns (use cases) to increase transparency regarding who is sending what. You can now register your brand and campaign self-serve via our user interface. This is located within your TrueDialog user account by clicking on your username and choosing “Campaign Registry” in the drop-down menu.

Can I create more than one brand?

Only one brand can be created per EIN. Any additional brands would require their own unique EIN.

Can non-US brands be added while using the portal?

Currently only US brands can be added. Support for non-US brands will be added in the future. Please contact support to request adding your brand sooner.

What happens after I submit my brand and campaign?

After you submit your brand and campaign on our portal, the information is passed on for review by The Campaign Registry (TCR – the 3rd party that administers carriers’ 10DLC registration system). This is a industry-wide mandatory step for all A2P 10DLC registrations.

What is a common reason for a Mixed Campaign use case?

A phone number can be assigned to at most one campaign. A campaign can have many assigned phone numbers. For example, if there are two campaigns: one for appointment reminders and another for marketing. The same phone number cannot be used in both campaigns. To use the same phone number, a “Mixed” campaign is recommended which allows for up to 5 sub use cases. AT&T message fees may be higher for Mixed campaigns.

4. 1:1 Relationship for Numbers and Campaigns

Each brand can have multiple campaigns. However, there is a limit of the amount of phone numbers that can be attached to one campaign. Currently that number is 49.

5. What is a Brand Score?

The TCR uses an algorithm to assign a Brand Score to each business that submits a 10DLC brand registration. This score is determined by specific criteria relating to your company, and carriers use this score to determine your messaging throughput, either in message segments per second (MPS) or as a daily messaging limit.

6. How Carriers Determine Throughput

Each of your registered campaigns will be assigned a maximum MPS/Daily limit based on your Brand Score as well as the type of campaign. This limit is shared across all numbers attached to your campaign, and varies with each wireless carriers. Whether you send all traffic through one number or split it up across multiple, the same limit applies.

Campaigns (Use cases) fall into three categories:

  • Declared – Specific use cases. Ex. two factor authentication
  • Mixed – A combination of multiple use cases
  • Marketing – Marketing related content
  • Special – Charity, emergency, political, and other.

Declared use cases may receive higher throughput than a Mixed or Marketing campaign with the same Brand Score.

7. 10DLC Costs
Are there fees associated with 10DLC?
  • There is a $4, non-refundable cost for registering a brand
  • There is a $50 one-time cost per campaign
  • There is a monthly recurring charge of $10 per campaign, per brand
  • There is a $50 one-time set up fee assessed by T-Mobile
  • There is a per message 10DLC surcharge implemented by each carrier as a pass-through fee that may apply
Other Potential Fees

Effective October 1, 2021, T-Mobile (and their subsidiary, Sprint) will be charging the following fees.

  • Campaign Service Activation – this pass-through fee is charged by T-Mobile for each campaign provisioned ($50)
  • Campaign Service Migration – this pass-through fee is charged by T-Mobile for each campaign provisioned ($50)
  • Non-compliance fees:
    • Text Enablement – this pass-through fee applies if T-Mobile receives a complaint where you or your message sender text-enables a 10-digit NANP telephone number and sends messages prior to verification of message sender ownership. ($10,000)
    • 10DLC Messaging Program Evasion – this pass-through fee applies if a program (per incident) is found to use evasion techniques like snowshoeing, unauthorized number replacement, and dynamic routing. ($1,000)
    • Content Violation – T-Mobile may charge this pass-through fee for each unique instance of the third or any subsequent notification of a content violation involving the same content provider. Content violation is defined as sending messages in violation of the rules in the Code of Conduct, and are usually SHAFT violations (Sex, Hate, Alcohol, Firearms, Tobacco) but would also include spam or phishing, or messaging that meets the threshold of a Severity 0 violation per the CTIA Short Code Monitoring Handbook. ($10,000)

Questions or concerns? Please contact us at 512-501-5940 or via email at support@truedialog.com.