What is A2P 10DLC?

Why A2P 10DLC was introduced

Businesses today rely heavily on communication to engage with customers, provide services, and promote their offerings. As texting remains a powerful medium, organizations need effective tools to navigate SMS compliance. A2P 10DLC (Application-to-Person 10-digit Long Code) is one such solution, providing businesses with a compliant and reliable means of reaching their audience.

Types of Text Messaging Numbers

There are three main types of numbers businesses can use for text messaging:

1. Short Codes
   These are 5- or 6-digit numbers commonly used for large-scale marketing campaigns. They are easier to remember but more expensive, costing businesses over $1,000 per month. Due to their high volume, shortcodes can also be prone to spam filtering.
2. Toll-Free Numbers
   Toll-free numbers (like 1-800 numbers) can be used for both calls and texts. While they’re free for customers to call or text, they may not be as memorable as shortcodes and can appear less personal than local numbers.
3. 10DLC Numbers
   These are local 10-digit numbers that businesses use for A2P messaging. They are more affordable than shortcodes and offer a higher engagement rate, as customers are more likely to trust and respond to a local number.

Businesses have several options for sending A2P messages, including shortcodes, toll-free numbers, and 10DLC. Here’s a quick comparison:

Why Is It Important?

In recent years, spam and fraudulent messages have become a significant concern for consumers. According to mobile carriers, there has been an overwhelming increase in unsolicited text messages, including phishing scams and spam campaigns. As a result, many consumers began to distrust even legitimate SMS communications. In response, the Federal Communications Commission (FCC) and mobile carriers implemented stricter regulations for business messaging.

A2P 10DLC provides a framework for businesses to communicate with customers in a compliant, trustworthy, and secure manner. By complying with A2P 10DLC regulations, businesses not only build trust with their audience but also benefit from improved message delivery rates, reduced risk of filtering or blocking, and protection from fines or penalties.

Why Was It Created?

As SMS marketing surged in popularity, so did the misuse of texting for spam and phishing attacks. Consumers became increasingly skeptical of text messages, leading to the creation of A2P 10DLC. The system was designed by major North American mobile carriers (Verizon, AT&T, T-Mobile) in collaboration with regulators like the FCC (Federal Communications Commission) to improve the reliability and security of business messaging.

The Campaign Registry (TCR), a third-party organization, was established to manage and track A2P 10DLC registrations. Businesses must register their brand and messaging campaigns with TCR to gain approval and send messages via 10DLC. This process helps carriers vet legitimate businesses while filtering out unauthorized or spam messages.

Understanding A2P Messaging

A2P stands for Application-to-Person messaging, where a software application sends a message to a mobile user. Examples of A2P messaging include:

• • Account notifications (e.g., password resets, security alerts)
  • Delivery and order updates
  • Promotional offers and coupons
  • Two-factor authentication (2FA) codes
  • Appointment reminders

These messages are typically automated and transactional, meaning that they are designed to deliver useful, time-sensitive information rather than foster a conversation. A2P messaging is different from P2P (Person-to-Person) messaging, which is more conversational and usually involves two-way interaction.

Benefits for Businesses

A2P 10DLC offers several benefits, making it a game-changer for businesses looking to improve their messaging strategies:

1. Higher Trust and Engagement: Using a local 10-digit number creates a more familiar and trusted connection with recipients. Customers are more likely to engage with messages from a local-looking number than with one from a short code or toll-free number.
2. Cost-Effective: Compared to short codes and toll-free numbers, 10DLC is far more affordable. With pricing as low as $15 to $30 per month, 10DLC is a scalable solution that fits both small and large businesses.
3. Increased Messaging Reliability: Messages sent via A2P 10DLC are authenticated, making it easier for carriers to verify the legitimacy of the message and ensure higher delivery rates. Compliance reduces the risk of messages being blocked or filtered as spam.
4. Support for Two-Way Messaging and Voice Calls: While short codes are generally limited to one-way messages, A2P 10DLC allows businesses to engage in two-way conversations, offering better customer support and engagement.
5. Compliance with Regulations: By registering for A2P 10DLC, businesses comply with regulations like the Telephone Consumer Protection Act (TCPA) and Cellular Telecommunications Industry Association (CTIA) best practices, reducing the risk of fines and other penalties.

How to Register?

The registration process for A2P 10DLC is straightforward but crucial for businesses looking to send SMS messages at scale. Here are the basic steps:

1. Choose a 10DLC Provider: Many SMS gateway providers, such as Twilio or Bandwidth, offer 10DLC services. Choose a provider that aligns with your business needs.
2. Brand Registration: Provide your business details to your chosen provider. This includes the business name, address, tax ID, and other identifying information.
3. Campaign Registration: Once your brand is approved, submit your messaging campaigns for review. Include examples of message content, explain the purpose of the campaign, and demonstrate opt-in compliance.
4. Get Approval: Once the Campaign Registry verifies your brand and campaign, you’ll receive approval to send A2P messages through a 10DLC number.
5. Start Messaging: Once registered and approved, you can begin sending secure, compliant A2P messages to your customers.

Compliance Requirements

To send A2P messages using a 10DLC number, businesses must comply with several key requirements:

1. Step 01. Brand Registration
   • Businesses must register their brand with TCR to verify their legitimacy. This involves providing business information and documentation that proves the business’s authenticity.
2. Step 02. Campaign Registration
   • Once a brand is registered, the business must register its messaging campaigns. This includes specifying the type of messages being sent (e.g., transactional, promotional) and ensuring that customers have opted in to receive these messages.
3. Step 03. Opt-in and Opt-out Management
   • Businesses must maintain proper opt-in and opt-out protocols to comply with the Telephone Consumer Protection Act (TCPA) and Cellular Telecommunications Industry Association (CTIA) guidelines. Consumers must explicitly opt-in to receive messages, and businesses must provide an easy way for consumers to opt-out.
4. Step 04. Message Content Compliance
   • Messages must adhere to content guidelines outlined by the CTIA and TCPA, including transparency about the nature of the communication and avoiding deceptive or misleading content.

After successful registration, TCR assigns your campaign a trust score based on your compliance with messaging regulations. Carriers use this score to determine message throughput and delivery priority. Higher trust scores mean faster and more reliable message delivery.

The Importance of Compliance

Non-compliance with A2P 10DLC regulations can lead to serious consequences, including:

• Blocked Messages: As of August 31, 2023, carriers have started blocking messages from businesses that are not registered with TCR. If your business is not compliant, your text messages may never reach your customers.
• Hefty Fines: Carriers like T-Mobile impose fines of up to $10,000 per incident for non-compliance. These fines can quickly add up and become a significant financial burden for businesses.
• Reputation Damage: Failure to comply with A2P 10DLC can also harm your business’s reputation. Consumers may view your messages as spam, leading to decreased trust and engagement.

Ongoing Compliance & Monitoring

Once registered, businesses must adhere to ongoing compliance requirements. Carriers continuously monitor messaging traffic for signs of spam or non-compliance. It is crucial to follow best practices, such as including opt-out instructions in messages and avoiding sending unsolicited texts. Non-compliance may result in fines, message filtering, or even blocking of your messages.

Consequences of Non-Compliance

Failing to comply with A2P 10DLC requirements can seriously affect your business. Mobile carriers began enforcing A2P 10DLC compliance on August 31, 2023. Businesses that fail to register or follow compliance standards may face the following:

1. Message Blocking: Carriers may block all texts sent from unregistered 10DLC numbers, meaning your communications won’t reach your customers.
2. Fines: As mentioned, carriers like T-Mobile impose hefty fines for non-compliance.
3. Reputational Damage: Sending unsolicited or non-compliant texts can harm your brand’s reputation, leading to negative customer sentiment and reduced engagement.

Why It Matters for Your Business

A2P 10DLC is not just another compliance hurdle — it’s an opportunity to elevate your communication strategies. By adopting A2P 10DLC, your business can:

• Build trust and credibility with customers using local phone numbers.
• Improve message delivery rates and avoid being flagged as spam.
• Save on costs while expanding your messaging capabilities.
• Remain compliant with evolving regulatory standards.

Ignoring A2P 10DLC can hinder your communication efforts, leading to missed opportunities and financial penalties. By embracing this system, businesses can unlock a more secure, reliable, and cost-efficient way to connect with customers.

Wrapping Up

A2P 10DLC compliance is essential for any business looking to leverage SMS for customer engagement and marketing. By understanding the registration process, adhering to compliance standards, and utilizing A2P 10DLC’s benefits, your business can forge stronger customer connections while avoiding costly fines and penalties. With the right approach, A2P 10DLC can be an invaluable tool to boost your business communication efforts.

Stay compliant, register for A2P 10DLC, and elevate your messaging strategy to meet today’s business needs.