What is 10DLC?
10DLC (10-digit long code) is a service offered by major US carriers to explicitly allow application-to-peer (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, the new 10DLC service has been designed specifically for commercial A2P messaging.
We believe this service offers our customers the best stability and deliverability available on long codes, because 10DLC allows for higher messaging throughput than traditional P2P long code traffic. 10DLC also offers significant cost savings over dedicated short code numbers, and a much more personalized experience for message recipients.
On September 1, 2020, Verizon began requiring all long code SMS messages terminating in the Verizon network to use their new 10DLC A2P service. AT&T and T-Mobile followed suit on March 1, 2021, and April 1, 2021, respectively.
To create this sanctioned channel, both AT&T and T-Mobile are requiring every business to register their 10DLC numbers so that the carrier is aware of who’s sending messages and what messaging is being sent, and can continue protecting end users from spam and unwanted messages. Businesses are also asked to verify the type of message they are going to send by identifying the “campaign type.” By default, Plivo will register all businesses under a “mixed” campaign type, which is applicable to the most common use cases for SMS. These carriers’ verification and risk assessment evaluations are outsourced to an independent organization called the Campaign Registry, which determines a “trust score” that the carrier assigns to the business.
At this time, Verizon doesn’t require that brands obtain a trust score; instead, it uses filters to block traffic it deems to be a spam risk.
The businesses’ trust scores and campaign types (use cases) determine throughput for each carrier network. AT&T assigns the business throughput per minute, while T-Mobile plans to assign throughput per day.
All three carrier networks impose surcharges for every outgoing SMS message segment, the amounts of which are detailed below. Plivo passes these surcharge fees through to you at no markup. To ensure transparency, these fees appear as a separate line item on your monthly invoices.
You can register your campaigns for both AT&T and T-Mobile via Plivo. Unregistered campaigns are subject to being blocked by AT&T starting June 1, 2021. T-Mobile has not announced a date, but they too intend to block traffic that terminates in their network for any brands that aren’t registered in the coming months.
Do I need to register if I’m using toll-free numbers or short codes?
No, campaign registration is required only if your business uses long codes to send messages to your customers. If you use toll-free numbers or short codes, you can continue to send messages per normal.
How can I register my brand?
You can register your brand — the business you’re creating the campaign for — through the Plivo website for a one-time $50 fee. Once your brand has been approved, you’ll receive confirmation via email with campaign and throughput details if your carrier is AT&T. At this time, T-Mobile hasn’t disclosed throughput details; once this information is available, we’ll make it known to all customers via email. As a reminder, registration is not required for the Verizon network.
AT&T started its 10DLC migration on March 1, 2021, and unregistered campaigns are subject to being blocked by AT&T starting June 1, 2021. T-Mobile started its 10DLC migration on April 1, 2021, and there’s no word yet on when unregistered campaigns will be blocked, but we expect it to happen sometime in 2021.
Details needed at the time of registration include:
- Your company’s legal name
- Your company’s country of registration
- The type of your organization (private, publicly traded, nonprofit)
- Your company’s Tax Number/ID/EIN
- Your business’s website
- Campaign name
- Campaign description
- Campaign use case
- Campaign sample messages
What are the rate limits and throughput on AT&T’s 10DLC A2P service?
TPM (throughput per minute) and rate limits are not fixed for every campaign, and will vary depending on the trust score AT&T assigns to a business after a risk assessment. However, AT&T has disclosed some generic numbers related to TPM for common use cases. Actual numbers will vary by brand and in accordance with risk assessments. All campaigns have an ongoing fee of $10 per month.
Cost Per Month
2FA, account notifications, customer care, delivery notifications, fraud alert messaging, higher education, marketing, polling and voting, public service announcement, security alert
Gambling and sweepstakes, political, social
Custom/subject to approval
What are the rate limits and throughput on T-Mobile’s 10DLC A2P service?
TPD (throughput per day) and rate limits are not fixed for every campaign, and will vary depending on the trust score T-Mobile assigns to a business after a risk assessment. No numbers have been disclosed to any businesses or providers; we’ll update this document once we have more information.
What if the throughput provided by either network is not sufficient for my messaging volume? Can I increase my throughput?
Plivo will automatically submit your business for additional vetting to acquire a higher message throughput than what is initially assigned. We believe that this added step will simplify the entire process, and in most cases account for the higher throughput that many businesses require.
If, even after your business is vetted, the allocated throughput isn’t high enough, we recommend that you register for additional campaigns to meet the required throughput for your messages. You can register for additional campaigns by contacting the Plivo support team. All campaigns are subject to the standard per-campaign fee per month, which is $10 USD, and which is billed quarterly.
The maximum TPM a brand can receive from AT&T is 1,800. We haven’t received information about maximum throughput for the T-Mobile network, but we expect that it will be designated by day, not by minute.
If you have questions regarding your allocated throughput, please email us at firstname.lastname@example.org.
Who does the vetting for higher campaign throughput?
AT&T and T-Mobile are leveraging third-party vetting partners, such as Aegis Mobile, Campaign Verify, and WMC Global, to verify your brand, and potentially allocate you higher throughput than what was originally assigned to you.
What fees are associated with 10DLC service?
Verizon, AT&T, and T-Mobile have added a termination surcharge for every message sent from a long code number that terminates in their respective networks. This is on top of the standard cost per message as reflected on Plivo pricing page.
Carrier Surcharge Fees
(Sept 1, 2020)
(March 1, 2021
(April 1, 2021)
$0.0025/SMS, $0.0050/MMS (includes toll-free numbers)
For both AT&T and T-Mobile, businesses will also pay a one-time setup fee and an ongoing monthly recurring fee for every campaign registered:
- One-time setup fee: $50 for initial brand registration and brand vetting
- Recurring fee: $10 per month per campaign
Can multiple phone numbers be associated with a campaign?
There are no restrictions on the number of phone numbers that can be registered for a single campaign, and businesses can map as many phone numbers as they want for a campaign. You’ll be able to start mapping phone numbers to campaigns in the Plivo console sometime in Q2. In the meantime, our support team can assist you with this request.
What if I want to register more than one campaign during the initial brand registration?
Upon registering your brand, Plivo will automatically register your campaign as a “mixed campaign.” This means that most use cases are available for use under that campaign ID, and different kinds of messages can be sent asynchronously. If your use case doesn’t fall into the one of the “mixed campaign” use cases, please reach out to us at email@example.com.
I’m a reseller. What’s the easiest way for me to register all of my customers?
Both AT&T and T-Mobile recommend that you register your business using your personal EIN details. Upon registering, you’ll be assigned a Campaign ID, from which you can map as many phone numbers as you need for your end customers.
If, after the vetting process, the assigned throughput still isn’t sufficient to meet your business needs, we recommend that you register for additional campaigns until the allocated throughput across the span of all campaigns is sufficient for all of your end customers.
If your customers need to have designated phone numbers mapped to their accounts, and not have any numbers shared with other businesses in your customer portfolio, we recommend registering multiple campaigns then as well, and assigning a Campaign ID to each corresponding customer.
You can register multiple campaigns through our support team. The number of campaigns, corresponding Campaign IDs, and allocated throughput for each campaign will be confirmed by email (AT&T only, for the time being).
Do I have to use 10DLC service?
Yes. All long code messaging terminating with these networks are required to utilize 10DLC.
All three carriers have already started their 10DLC migration, and unregistered campaigns are subject to being blocked by AT&T and T-Mobile in the coming months.
What exactly will change when a 10DLC service goes live? Does 10DLC still have carrier filtering?
You should expect to see improved quality of SMS delivery on the Verizon, AT&T, and T-Mobile networks when communicating with customers on long codes. The new 10DLC services do have filtering, and they’re designed to target spam and unsolicited and abusive traffic.
What are the benefits of sending traffic through a 10DLC service?
There are a number of benefits to 10DLC:
- Higher messaging volume: Historically, long codes were able to send messages at a rate of only 1 message per second and supported sending of only a few hundred messages per day. That made long codes suitable only for one-to-one transactional messaging and phone calls. With 10DLC, long codes are intended to support a medium to high rate of send between the rates of toll-free numbers and short codes. Carriers have indicated that 10DLCs should be capable of sending around 100,000 text messages per month.
- Lower costs than short codes: 10DLC numbers have lower monthly costs than dedicated short codes and cost about the same as a local long code phone number, so businesses that can’t afford a short code number or don’t send enough messages to justify paying for a short code now have a cost-efficient alternative.
- Better deliverability: Because 10DLC numbers are sanctioned by the carriers, and the preexisting firewalls have been lifted, messages sent on these numbers are more likely to reach recipients than those sent via regular local long codes.
How can I ensure that messaging traffic to customers is sent 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 either have to do it manually or build complex logic into your system. That’s why Plivo recommends Powerpack, which automatically routes traffic to destination numbers through a registered phone number on your behalf.
What if I want to terminate traffic in a specific network only through toll-free numbers?
While 10DLC comes with a number of benefits, including higher SMS message volumes, lower costs than short codes, and better deliverability, 10DLC routes also incur surcharges, on top of the existing termination fees. Businesses may find it more cost-effective to send messages on toll-free numbers (source numbers that incur no surcharge in the AT&T network, for example), and may want to prioritize toll-free numbers whenever traffic is being terminated to users who have AT&T.
To do this, customers can leverage Adaptive Elements in Powerpack, where businesses can prioritize certain source numbers when traffic is being terminated in a certain network. You can learn more about how to specify priorities by carrier in our Powerpack documentation.
Will this change to 10-digit long codes 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 on their respective networks.
What if I have additional questions about AT&T 10DLC?
Please feel free to contact your customer success manager or our support team.