What is changing about AT&T’s long code SMS
Plivo will be moving all existing and new long code SMS terminating with AT&T to their new 10-digit long code (10DLC) A2P service.
For this new commercial long code service, AT&T has communicated a surcharge for every outgoing SMS message segment. These termination fees will vary based on each campaign’s throughput, and throughput will be based on campaign-type, which are defined by use-cases. In order to send messages through the 10DLC A2P service, you must register and undergo a vetting process with AT&T, which will be done via Plivo. Non-registered campaigns are subject to being blocked by AT&T starting November 1, 2020.
We will pass through these surcharge fees to you at no markup. To ensure transparency, this fee will appear as a separate line item on your monthly invoices.
What is A2P 10DLC from AT&T?
This refers to AT&T’s new "10-digit long code (10DLC)" service. The term "10-digit long code" (10DLC) refers to standard US local phone numbers which are 10 digits long, including the area code.
Similar to Verizon 10DLC which started in January 2020, this solution by AT&T explicitly allows Application-to-Peer (A2P) SMS traffic over long code phone numbers throughout the AT&T network in the US.
Unlike the former long code product, this new service has been designed specifically for commercial long code messaging. We believe this service will offer our customers the best possible stability and deliverability available on long codes.
What are the rate limits and throughput on AT&T’s 10DLC A2P service?
Throughput and rate limits will be based on campaign-type, which are defined by use-cases. There are two types of campaigns associated with AT&T 10DLC:
- Campaigns that can be mapped to a customer instantly without any approval. AT&T will need the EIN number of the company registering the campaign.
- Campaigns that need explicit approval by AT&T
Campaigns that can be instantly approved and provisioned by AT&T include:
- 2-Factor Authentication
- Account Notifications
- Customer Care
- Delivery Notifications
- Fraud Alerts
- Higher Education
- Polling and Voting
- Public Service Announcements
- Security Alerts
Campaigns that need explicit approval by AT&T include:
- Carrier Exemptions
- Conversational Messaging
- Gambling and Sweepstakes
Is the throughput fixed for every campaign?
Throughput is not fixed for every campaign. Plivo, in association with AT&T, will help customers get the required throughput for their campaign. This throughput will be based on the risk assessment of the customer's brand and the campaign category.
What if the throughput provided by AT&T is not sufficient enough for my volume? Can I increase my throughput?
If your assigned throughput is too low, Plivo will work with you and the other required parties to apply for a higher message throughput. Please reach out to Plivo directly for support on such requirements.
Can multiple phone numbers be associated with a campaign?
AT&T expects one 10-digit long code (10DLC) phone number per campaign, although realizes this may not be realistic. Any campaign needing more than one 10DLC number per campaign will need to be submitted for review by AT&T prior to order submission. Please reach out to Plivo directly for support on such requirements, and we will work with AT&T for approval on your behalf.
Do I have to use AT&T’s 10DLC service?
Yes. All long code messaging to AT&T will be required to utilize this new service. Non-registered campaigns are subject to being blocked by AT&T starting November 1, 2020.
What exactly will change when AT&T’s 10DLC service goes live? Does 10DLC still have carrier filtering?
You should expect to see the improved delivery quality of SMS to the AT&T mobile network. The new AT&T 10DLC service does have filtering, and it is designed to target spam, unsolicited and abusive traffic.
What is the cost of AT&T’s 10DLC service?
AT&T Termination Fees will vary based on each campaign’s throughput. We will update you as soon as AT&T provides us with a more thorough fee structure.
What do I need to do to prepare for this change on AT&T’s 10-digit long codes?
AT&T requires a pre-vetting process for all brands. You will be able to register your brand -- which is the business you are creating the campaign for -- directly through Plivo. Once your brand has been approved by AT&T, it will be marked as such in the Plivo console. You will then be able to start submitting A2P campaigns via the Plivo console, and indicate the use-case.
Please note that we are still scoping out the new campaign registration process, and we will notify you with further details once confirmed.
Additionally, there will be no change to your Plivo account or services. As soon as AT&T enables these surcharges, we will pass through this fee at no additional upcharge. To ensure transparency, this fee will appear as a separate line item on invoices.
How do I ensure that traffic sent to AT&T customers is through a registered phone number?
Managing traffic to be sent to and from specific phone numbers is a hard thing to manage at scale -- you would have to either do it manually, or build very complex logic into your system. That’s why Plivo recommends Powerpack, which will automatically route traffic to AT&T destination numbers through a registered AT&T phone number on your behalf. Learn more about configuring a Powerpack here.
What about other mobile networks? Are they also enabling a 10DLC A2P service?
Verizon has already implemented a surcharge on 10-digit long codes as of January 2020, and most recently it has announced that it is going to start charging an additional surcharge fee of $0.0025 for every outgoing SMS message segment on toll-free phone numbers, starting September 1st 2020.
We believe that toll-free numbers on AT&T will follow suit, and that similar fees will be added for terminating long code and toll-free traffic on other carrier networks in the coming months (T-Mobile/Sprint).
Will this change to AT&T’s 10-digit long codes affect my Plivo phone numbers?
No, this new service does not cause any changes to your Plivo phone numbers. This change only will only affect the cost and delivery quality for long code SMS to the AT&T network.
What if I have additional questions about AT&T 10DLC?
We value your continued business with Plivo. If you have any questions, please feel free to contact your Account Executive or our Support Team.