A2P 10DLC Background and New Regulations
05 Dec

A2P 10DLC Background and New Regulations

What is A2P?

Application to Person (A2P) messaging is SMS/MMS traffic in which a person is receiving messages from an application rather than another individual.

US telecom carriers consider any messages sent from an SMS App or Web Service number (or any other messaging provider) to be application to person. Learn more in this glossary article about A2P.

Traffic sent from an individual person to another person is called Person to Person (P2P) traffic.

What is 10DLC?

10DLC stands for 10 Digit Long Code. A 10DLC phone number contains 10 digits, and is also called a local phone number. When you are buying a US phone number from SMS App or Web Service, 10DLC numbers have “Local” as their Type.

You might also hear 10DLC numbers called 10DLC “routes”.

You can also use Toll-Free numbers and short codes to send messages from SMS App or Web Service to people in the US.

Why was A2P 10DLC created?

10 digit long code numbers in the US were originally designed for person to person (P2P) communication. These routes were unregulated, and in recent years have started seeing abuse from spam applications and unsolicited messaging.

Due to the increase in spam messages, many consumers have lost trust in SMS as a form of communication. US A2P 10DLC is the standard that carriers have implemented in the US to regulate this communication pathway.

A2P 10DLC improves the end-user experience by making sure that people can opt in and out of messaging and also know who is sending them messages. It also benefits businesses, offering them higher messaging throughput, brand awareness, and accountability.

Who needs to register for A2P 10DLC?

Anyone sending SMS/MMS messages over a 10DLC number from an application to the US must register for A2P 10DLC.

Carriers consider all SMS traffic from SMS App or Web Service to be sent from an application, so anyone using a 10DLC number with SMS App or Web Service to send SMS messages to the US will need to register. This includes individuals and hobbyists using SMS App or Web Services requiring SMS transactional notifications.

Toll-Free numbers and shortcode numbers are not part of the A2P 10DLC system and can also be used for messaging end-users in the United States.

If you are only using 10DLC numbers to send user verification text messages, you can use SMS App or Web Service Verify rather than registering for A2P 10DLC.

Registering for A2P 10DLC results in lower message filtering and higher messaging throughput. Additionally, customers who send messages from an SMS App or Web Service 10DLC number but do not register will receive additional carrier fees for sending unregistered traffic.You can register for A2P 10DLC within the SMS App or Web Service Console. If you are an ISV who is registering your customers for A2P 10DLC, you can also use SMS App or Web Service’s APIs.

General A2P 10DLC registration steps

US A2P 10DLC has been put in place to ensure that all A2P 10DLC traffic to US phone numbers is verified and consensual. To meet this goal, there are two main components of A2P 10DLC registration:

  • Create a Brand: You provide information about who is sending these messages so that carriers know you are a legitimate sender
  • Create a Campaign: You provide information about how end-users can opt-in, opt-out, and receive help. It also involves providing a description of the purpose of your messages.

You can create a Brand and Campaign either in the SMS App or Web Service Console or via the SMS App or Web Service API, depending on what type of customer you are. The section below shows the different customer types.

Determine your customer type

Below are the different A2P 10DLC customer types with SMS App or Web Service:

Direct Brand: You’re a business owner that uses SMS App or Web Service messaging services to send and receive SMS to/from your customers. You have a business Tax ID (not including a US Social Security Number).

Independent Software Vendor (ISV): You’re a software company that embeds SMS App or Web Service APIs into your software solutions to power digital communications for your customers.

Sole Proprietor: You’re a student, hobbyist, someone working at an organization or someone trying out SMS App or Web Service messaging products for the first time.

Determine your Brand type

Review the chart below to determine the best Brand type for you or your customers.

To determine which A2P Brand is best for you, you should primarily consider your current and expected messaging traffic volume.

Campaigns per Brand: One Campaign per Brand. Each Brand may register up to five Campaigns, unless a clear and valid business reason is provided for exceeding this limit. Each Brand may register up to five Campaigns, unless a clear and valid business reason is provided for exceeding this limit.

Daily message volume: 1,000 SMS segments and MMS per day to T-Mobile (approximately 3,000 SMS segments and MMS per day across US carriers). Up to 2,000 SMS segments and MMS per day to T-Mobile (approximately 6,000 SMS segments and MMS per day across US carriers), with the exception of companies in the Russell 3000 Index, who will be able to send 200,000 SMS segments and MMS per day to T-Mobile. From 2,000 and up to unlimited SMS segments and MMS per day to T-Mobile, depending on your Trust Score.

Note that if you are registering a company that is part of the Russell 3000 Index, you can unlock additional volume and throughput with a Low Volume Standard Registration.

Brands per Tax ID

Standard and Low-Volume Standard Brands require a Tax ID (e.g. EIN in U.S., Canadian Business Number in Canada, equivalent in other countries). Each tax ID may be used to register up to five Standard /Low Volume Standard Brands. If you exceed this limit, additional Brands will be successfully registered, but their Campaigns may be rejected upon the manual Campaign Vetting unless a clear and valid business reason is presented

Determine your Campaign use case type

Your Campaign use case type describes the general type of messages you will be sending to end-users, such as marketing or account verification. There are a few different categories of use case types:

  • Standard. See the full list of standard use cases.
  • Low-Volume Mixed. This Campaign use case type offers lower messaging volume (fewer than 2,000 message segments per day on T-Mobile) and throughput with a lower monthly fee.
  • Special, such as non-profits and emergency services. See the full list of special use cases.

The different campaign types have varying monthly fees associated and messaging throughput associated with them. See a list of A2P Campaign type fees in this support article.

Note that Low Volume Standard Brands receive lower messaging throughput for campaigns than Standard Brands.

Register for US A2P 10DLC with SMS App or Web Service

When you have determined your customer type, desired brand type, and campaign use case type, you are ready to start the registration process. You will need to provide SMS App or Web Service with additional details about your business and your campaign when you register as well.

Get help with A2P 10DLC

Need help building or registering your A2P 10DLC application? Contact our developers today to learn more about SMS App or Web Services for A2P 10DLC.