As a business owner, you may already use short code or long code numbers to text message customers, but things have changed: 10DLC is the new system. Consumers might miss the industry-wide changes, but the process for incorporating 10DLC impacts how U.S. businesses will contact their customers via text messaging and SMS campaigns.

This article will discuss the new 10DLC system and how it changes the way companies approach SMS marketing and texting.

What Is 10DLC?

10DLC stands for 10-digit long code, which are local long-code phone numbers for business texting campaigns. To use the new system, companies must register a 10DLC local number with The Campaign Registry, the central campaign database, and have a mobile network operator approve their messages.¹

In addition to registering, every U.S. wireless carrier has different requirements regarding price and volume limits for 10DLC texting. However, the 10DLC system is beneficial: The numbers can support large-scale texting campaigns. Plus, it allows businesses to connect with each customer more reliably—text messages have a 98% open rate, much higher than email

What Is A2P 10DLC?

A2P stands for Application-to-Person, a method that businesses use to text-message customers directly. A2P 10DLC is the new U.S.-wide system and standard for companies to communicate with customers via SMS or MMS messages.

With the new A2P messaging system, Tier 1 mobile carriers (AT&T, Verizon, etc.) are requiring businesses that use SMS messaging to switch to 10DLC.³ As of June 1st, 2021, American telecom providers don’t support businesses using P2P (person-to-person) long codes to send A2P messages.4 As of March 1st, 2022, Tier 1 carriers increased surcharge fees for any unregistered traffic via local numbers on the network.5 Fortunately, switching to the new A2P SMS system is advantageous: It’s more affordable and improves throughput and delivery rate.

What Is 10DLC AWS?

AWS stands for Amazon Web Services, a cloud platform from the e-commerce giant offering various services and functionalities. For example, AWS allows companies to send 10DLC messaging at scale to customers. The AWS service is also much cheaper than the previous system of shared short codes.6

With a 10DLC AWS campaign registration, your company will become part of The Campaign Registry, an industry-wide database. The database lists and monitors companies with an approved campaign use case to send 10DLC business text messaging to customers. It’s one of many options businesses have for registering a 10DLC campaign.

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What Is 10DLC Messaging?

10DLC messaging is a mandatory change affecting businesses using SMS messaging to communicate with customers. The system requires companies to use 10-digit long code text messaging. In the past, using local long code texting was discouraged. Instead, companies used shared short codes, which are very expensive.

The new 10DLC number change will make the business text messaging experience better for customers, as it protects them from receiving spam or unwanted messages. In addition, the switch to 10DLC allows for higher messaging throughput than traditional long-code numbers and improves deliverability.7

Who Is 10DLC Applicable To?

10DLC is mandatory for certain businesses. If your company sends long-code A2P messaging, you must switch to 10DLC messaging. Companies using shared short codes don’t have to comply.

In addition to businesses that send A2P messaging, Independent Service Vendors and resellers with end-users who are separate business entities must comply with the new 10DLC system. However, it’s only applicable for end-users that send long-code A2P messaging to customers. Also, each end-user must have individual phone numbers in the campaign registry; sharing phone numbers is a violation.

Is a 10DLC Required?

Does your business use A2P messaging through a long-code phone number? If so, 10DLC is mandatory, and you must register with The Campaign Registry to avoid penalties or fines. After that, you can send registered traffic to your customer base via 10DLC text messages, taking advantage of the increased throughput rate.

Besides the industry-wide changes, U.S. mobile carriers all have different regulations. For example, some limit texting volume, and every carrier has a unique method of calculating fees for companies using 10DLC business messaging or SMS marketing.

10DLC Regulations and 10DLC Compliance

Your business must follow regulations to remain compliant with the 10DLC system. The FCC and mobile carriers phased out the old method for texting consumers in 2021, so most businesses have already migrated to the new long-code text messaging system.

In addition, your company must complete registration with The Campaign Registry, the central 10DLC database. If you want to use Tier 1 wireless carriers (AT&T, Verizon, etc.), you’ll also have to follow the specific regulations of your chosen carrier. In addition, companies with multiple brands must complete registration for each one and create an individual campaign type detailing its purpose and name.

A quick briefing on 10DLC Registration

Your business must first complete the registration process with The Campaign Registry to send A2P SMS messages. As a campaign service provider, you have to register any businesses or separate entities with The Campaign Registry, although it uses the term “brands.” Once you complete campaign registration, you can officially message your customer base using the new 10DLC system.

You may be subject to penalties if you don’t register and then continue texting your customer base, including higher filtering and spam flagging. Plus, your carrier may levy additional fines for unregistered 10DLC message traffic, which can add up quickly if you send messages in large-scale volume.

How Much Does a 10DLC Cost?

Compared to a short code, 10DLC is much more affordable for companies that use texting to communicate with customers. 10DLC fees include:

  • One-time registration fee: $4
  • Monthly fee: $10 per campaign
  • Monthly lease for each 10DLC phone number: $1

Remember, each mobile carrier has a different fee system. For example, T-Mobile charges a $50 initial registration fee. However, these numbers pale compared to the cost of using short-code phone numbers, which are very expensive:

  • One-time fee: $650
  • Monthly fee: $995

10DLC Campaign

A 10DLC campaign is the specific use-case of the message type you send to customers. Remember, you must register every campaign with your carrier to distinguish the kind of traffic you’re sending to their mobile subscribers. The Campaign Registry lists two campaign categories:

Special Use Campaigns: Confidential or sensitive campaigns that need additional approval before acceptance.

Standard Use Campaigns: Standard-use campaigns are freely available to registered businesses.

Brands that are political committees should register with Campaign Verify, a vetting partner of The Campaign Registry. It’s not mandatory, but registering earns the committee a higher throughput rate.

Understanding Bandwidth 10DLC

Bandwidth is a global cloud platform providing communication services for businesses, including 10DLC messaging. If you want to register a new 10DLC campaign for your business, you can use Bandwidth. Just visit the website to begin the registration process.

Bandwidth is a popular service and provides customers with a central dashboard to create, register, edit, import, or deactivate campaigns. It’s user-friendly, and it’s an easy way to ensure that your company remains compliant with 10DLC regulations to avoid penalties or fines.

Conclusion

The new 10DLC system for A2P messaging was a significant change, but one that businesses eventually welcomed. The system provides numerous benefits, including higher message volumes and throughput, considerable cost savings, local number recognition for customers, improved deliverability, and easier compliance. While many companies found the switch initially challenging, it’s clear that the advantages far outweigh the negatives.

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Resources:

  1. A New Chapter in Messaging
  2. Marketing With 98 Percent Read-Rate and 10 More Compelling Stats
  3. Carriers Are Shaking Things Up With 10dlc
  4. Amazon Simple Notification Service
  5. How to register with 10DLC to avoid unnecessary costs in 2022
  6. Send SMS messages at scale using 10DLC and Amazon Pinpoint