A2P 10DLC

Update: Increase in surcharges for unregistered traffic and campaign registration fee

Beginning March 1, T-Mobile increased carrier surcharge fees for unregistered messaging traffic from $0.003 to $0.004 for outbound and inbound SMS messages and from $0.010 to $0.013 for outbound and inbound MMS messages. (Surcharges for registered traffic remain $0.003 for SMS and $0.010 for MMS messages.) T-Mobile also began charging a $50 activation fee for new and migrated campaigns (except Starter campaigns).

 

Meanwhile, AT&T increased surcharge fees for unregistered traffic from $0.002 to $0.004 for outbound SMS messages. Surcharges for unregistered outbound MMS traffic are $0.0035. Unregistered traffic will be throttled down to P2P throughput rates. Surcharges for registered traffic remain $0.0020 for SMS and $0.0035 for MMS messages.

 

To avoid the new fees, use only registered numbers to send and receive messages via campaigns linked to them.

What is 10DLC?

10DLC (10-digit long code) is a service offered by US carriers to explicitly allow application-to-person (A2P) SMS traffic over long code phone numbers. The term "10-digit long code" refers to standard US local phone numbers, which are 10 digits long, including the area code. Unlike short codes, long code numbers can be used to make and receive calls. Unlike former long code services, 10DLC has been designed specifically for commercial A2P messaging. 

10DLC offers several benefits:

  • High messaging throughput — up to 4,500 transactions per minute per operator
  • Enhanced deliverability, because 10DLC use cases are approved by operators
  • Cost savings compared to short codes

To create this sanctioned channel, US carriers require businesses to register their 10DLC numbers and the campaigns for which they use them. Registration lets carriers know who’s sending messages and what kinds of messages are being sent, so they can protect end-users from spam and unwanted messages.

Upon receipt of registration information, carriers’ verification and risk assessment evaluations are outsourced to an independent organization called The Campaign Registry. TCR evaluates each registration based on the information the registrant provides and assigns a “vetting score” to each registration. Vetting scores are calculated using an undisclosed algorithm that takes into account a brand’s past texting history, type of organization, and the type of messages the registrant plans to send. The vetting score determines the maximum throughput the carrier allows for a brand. 

Do I need to register for 10DLC?

If you’re sending A2P text messages to US recipients and not using toll-free or short code source numbers, you should register your brand and campaigns for 10DLC. Not registering your A2P traffic will result in higher surcharges, lower throughput, increased filtering, and lower deliverability.

What are brands and campaigns?

The 10DLC ecosystem relies on two important declarations from the customer. A brand is the entity that a number represents. A campaign represents the type of messages the brand intends to send. The terms “campaign” and “use case” are often used interchangeably.

How are use cases classified for 10DLC?

The Campaign Registry defines several standard use cases for campaigns.

Category

Details

2FA

Any two-factor authentication with passcodes used to unlock accounts

Account Notifications

Notification sent to account holders about changes in accounts

Customer Care

Customer care interactions by the support and other customer-facing teams

Delivery Notifications

Updates about the delivery of products and services

Fraud Alert Messaging

Notifications of suspicious behavior identified the business

Higher Education

Messages sent by colleges, universities, and other educational institutions

Marketing

Communications related to time-bound events and sales

Polling and Voting

Surveys, polling, and voting campaigns used for non-political purposes

Public Service Announcement

Messages aimed at creating awareness about important topics

Security Alert

Notifications that alert users about a potential breach of systems

 

In addition, there are mixed-use cases — a combination of two to five standard usage cases — and low-volume mixed-use cases, for brands with low throughput requirements.

Finally, The Campaign Registry recognizes several special use cases, such as 501(c)(3) charity, emergency services, K–12 education, political campaigns, and sweepstakes. These may require additional approval, warrant additional fees, or have differences in throughput compared to standard use cases. Plivo does not support registration for special use cases yet.

How can I register my brands?

Plivo provides two types of brand registration through the console:

  • Standard, for businesses having a valid tax identification number/EIN. 
  • Starter, a low-cost solution strictly for individuals or small businesses that do not have an EIN. Throughput for these low-volume use cases is limited.

Details registrants are asked for during registration include:

Standard

Starter

  • Your company’s legal name
  • Your company’s country of registration
  • The type of your organization (private, publicly-traded, nonprofit)
  • Your company’s Tax Identification Number/EIN
  • Your business’s website
  • Campaign name
  • Campaign description
  • Campaign use case
  • Campaign sample messages
  • Campaign attributes
  • First and last name
  • Vertical/industry
  • Website
  • Phone number
  • Address
  • Campaign name
  • Campaign use case
  • Campaign sample messages
  • Campaign attributes

 

You can provide multiple sample messages during registration. Your actual messages must be close to the sample messages you provide to avoid issues with network filtering later.

How can I register my campaigns?

You can register multiple standard campaigns or one (or more) mixed campaigns. There are pros and cons to each approach.

Every single standard campaign (e.g. 2FA, account notifications) offers a high throughput and low surcharges. But since each campaign registration has a monthly fee (details below), you might incur high overall costs for registering multiple campaigns compared with the cost of a single mixed campaign.

Mixed campaigns offer the flexibility of using the same 10DLC number for many use cases. But non-compliant messaging can lead to the suspension of an entire campaign comprising multiple use cases, while in the case of dedicated campaigns, only a single use case is affected. Also, AT&T imposes higher surcharges for mixed campaigns.

A low-volume mixed campaign may be a cost-effective solution when your throughput requirement is low. Review the throughput limit tables below for more details.

What are the associated costs?

Standard registration fees

Fee

Frequency

Amount

Brand registration

One-time

$4

Brand vetting (optional)

One-time

$40

Carrier registration*

One-time

$50

Each campaign

Monthly

$10, or $2 for low-volume campaigns, billed quarterly

* T-Mobile instituted a $50 one-time fee for each new campaign (except Starter campaigns) on March 1, 2022. Other carriers have no similar fee.

Because operators put unvetted brands in the lowest throughput category (see table below) we recommend all customers choose vetting to get the most out of 10DLC registration.

Because of all the fees involved for registering brands and campaigns, Plivo recommends recharging your account in advance to avoid any disruption to your services.

Starter registration fees

Fee

Frequency

Amount

Registration

Each campaign

Monthly

$0.75

Starter registrations have no registration fee. Starter brands can create only one Starter campaign, which has a $0.75 monthly fee, billed quarterly.

In addition to registration charges, each operator also imposes a termination surcharge for every message sent from a long code number that terminates in their respective networks. Surcharges are added on top of the standard cost per message as reflected on Plivo pricing page, and apply to both registered and unregistered traffic. (Unregistered traffic incurs a higher surcharge.) You can find the total surcharge amount on your Plivo invoice in the Carrier Surcharge Fee section.

How long does it take for a campaign to be approved?

Campaigns for standard use cases, such as 2FA and account notification, are generally approved almost immediately, but some cases might take up to a week.

Will the need to register for 10DLC affect my Plivo phone numbers?

No, 10DLC won’t cause any changes to your Plivo phone numbers. The change will only affect the cost and delivery quality for long code SMS messages. 

How do I use my existing numbers for 10DLC?

Once your brand and campaign registration is successful, you can link your existing numbers to a campaign using the Plivo console. You can map up to 49 numbers to a campaign for a Standard brand registration and as many as five numbers to a campaign for Starter registration.

What throughput can I expect after registering with 10DLC?

When you register your brand, The Campaign Registry must first identify your brand; if it cannot, you will not be approved for messaging without further action on your part. If your brand is not among the Russell 3000 companies, you will be placed by default in a low throughput tier. In either of those cases, you can apply to have a vetting organization verify your brand so you can potentially be assigned to a higher throughput tier. Carriers leverage third-party vetting partners such as Aegis Mobile, Campaign Verify, and WMC Global to verify brands. Plivo lets you specify that you want to be vetted when you register your brand for a one-time fee of $40.

US operators have defined messaging throughput tiers in terms of transactions per minute (TPM)  and transactions per day (TPD). Throughput is allocated to campaigns depending on their vetting score. 

Standard registration — SMS

Use Case

Type

Vetting Score

AT&T TPM

T-Mobile* TPM

Verizon TPM

Dedicated, Mixed/Marketing

75–100

4,500

4,500

4,500

Dedicated, Mixed/Marketing

50–74

2,400

2,400

2,400

Dedicated, Mixed/Marketing

1–49

240

240

240

Low-Volume

 

75

75

75

*Including T-Mobile, Sprint, and Metro by T-Mobile

Smaller carriers (<5% of US messaging volume) have not explicitly declared their throughput assignment details but we expect them to be in similar ranges for a given vetting score.

Standard registration — MMS

Unlike SMS throughput, which depends on vetting score and campaign type, MMS throughput has been defined at a per number level by the operators. Each number linked to a campaign can send up to 50 messages per minute per operator. For a higher throughput, you can link multiple numbers in the same campaign.

T-Mobile TPD restrictions

T-Mobile (including Sprint) also has a limit on the total daily number of SMS and MMS messages (TPD) a brand can send toward its subscribers. Like TPM, this limit varies with the vetting score assigned to a brand. T-Mobile’s TPD limit takes into account both SMS and MMS messages; in other words, the daily limit is shared across SMS and MMS services.

Use Case

Type

Vetting Score

T-Mobile TPD

All

75–100

200,000

All

50–74

40,000

All

25–49

10,000

All

1–24

2,000

 

Starter registration

Each operator allows a maximum TPM of 15. T-Mobile’s daily cap (TPD) is 1,000 per campaign.

What happens if I reach daily T-Mobile quota for my brand?

You can  check your T-Mobile TPD cap on the console. After you reach the limit T-Mobile allots to your brand, any more messages sent to T-Mobile by the same brand will fail for the rest of the day (days are defined as begin in the Pacific (PT) time zone). Once a day is over, you can again send messages towards T-Mobile.

Traffic toward AT&T, Verizon, and other operators is not affected by the T-Mobile quota.

What if the throughput I’m assigned is not sufficient for my messaging volume? Can I increase my throughput?

Plivo recommends opting for vetting during the brand registration process to unlock higher throughputs. If, even after your business is vetted, your allocated throughput (TPM) isn’t high enough, we recommend that you register additional campaigns to meet the throughput requirement for your messages.

If your daily messaging volume toward T-Mobile is higher than the TPD you’ve been allocated, you can request T-Mobile conduct a Special Business Review (SBR) to gain access to higher daily volumes. 

If your campaign requires linking more than 49 numbers, T-Mobile requires you to submit a Number Pool Request (NPR).

T-Mobile charges a fee for each SBR or NPR. Plivo passes on carrier fees to its customers without any markup. Before submitting an SBR or NPR request, you must have a brand and campaign registered with TCR.

To submit an SBR or NPR, please contact your customer success manager or our support team.

What’s Plivo’s recommendation for resellers?

Resellers are businesses or platforms that provide services to other businesses. If you facilitate messaging for a brand or business that’s not your own, you can be classified as a reseller. If you only send messages related to your own brand, you’re not a reseller.

Resellers should register all their customers for 10DLC. Plivo does not support bulk registration on the console or through our API, so you should register each customer individually.

How to avoid 10DLC violations

Be sure that the information you provide during registration is complete and accurate, and includes a detailed description of your use case and sample messages. Operators use content-based filtering to check campaigns, so if the messages you send violate SHAFT guidelines or don’t adhere to the use case you provided during registration, your campaign may be suspended. In extreme cases, operators might decide to block an entire brand, leading to the suspension of all campaigns. 

T-Mobile imposes additional fees on some violations:

Description

Associated Fee

10DLC Long Code Messaging Program Evasion: This fee is applied when businesses use evasion techniques like snowshoeing, unauthorized number replacement, and dynamic routing. 

$1,000 per incident

Text Enablement: This fee is applied when a 10-digit NANP telephone number is provisioned for SMS and sends out messages before verification of message sender ownership is completed.

$10,000

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 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

 

What if I want to terminate traffic in a specific network only through toll-free numbers?

You can leverage Adaptive Elements in Powerpack to prioritize certain source numbers, including toll-free numbers, when traffic is being terminated in a certain network.

Important milestones

Date

Milestone

September 1, 2020

Verizon begins requiring all long code SMS messages terminating in the Verizon network to use their 10DLC A2P service.

March 1, 2021

AT&T begins requiring all long code SMS messages terminating in their network to use 10DLC.

April 1, 2021

T-Mobile starts onboarding brands for 10DLC.

August 1, 2021

Verizon and UScellular begin using The Campaign Registry 

 

What if I have additional questions about 10DLC?

Please contact your customer success manager or our support team.

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