10DLC

T-Mobile encourages customers to send all A2P messages over 10DLC numbers. To reduce misuse of this process, T-Mobile has introduced a $250 fee for any active campaign that has not been used to send traffic to T-Mobile users over a 60-day rolling period. The first rolling period started on December 1, 2022, and the first assessment was done on February 1, 2023. If any of your campaigns have not sent traffic to at least one T-Mobile user in the preceding 60 days, you will be charged this fee.

You can identify campaigns that lack linked numbers or have no usage towards T-Mobile destinations by exporting this information from console.

To avoid incurring this fee, Plivo recommends the following:

• If you intend to register a campaign, or keep one you’ve already registered, you should have at least one long code associated with it and send traffic to T-Mobile destinations. (You can use our Lookup API to determine which carrier any given number is associated with.)
• If you no longer intend to use a campaign, you should unlink all the numbers from the campaign and then deactivate it. You may not deactivate the brand for future usage as brand has no recurring fee associated with it.
• If you send very few messages from a campaign and wish to continue using that campaign, ensure you send at least one message to a T-Mobile destination each month.
• Perform a monthly audit of your messaging usage and proactively unrent numbers and deactivate campaigns that you longer intend to use.

Long code messaging in the US now requires businesses to register brands and campaigns for 10DLC. Carriers vet those registrations in an industry-wide effort to reduce spam and unwanted messaging and thereby improve trust in the SMS messaging channel. For an overview of the registration process, refer to our documentation. 

As part of 10DLC registration, you need to create campaigns for each of your use cases, which Plivo then submits to TCR and carriers for review. 

The carriers conduct a review for each campaign by examining the submitted details (such as use case description, message flow, and sample messages) to determine whether to approve the registration. While under review, campaigns are reported to be in “processing” status. 

If the carrier rejects a campaign after review, we change the status to “failed.” You may resubmit campaigns by updating existing information and/or providing additional information required by the carrier. For best results, follow our registration guidelines.

If a campaign satisfies the carrier’s criteria, we change the status to “approved.” At that time you can link phone numbers to the campaign for messaging.

How long does it take for a campaign to get approved by carriers?

Carrier reviews of campaigns generally take up to a week, but some take up to two weeks if the carrier asks for additional information. Similarly, if your campaign gets rejected and you resubmit it, the review can take up to two weeks after you provide the Plivo team with the necessary additional information.

Is there a fee for campaign vetting?

Starting February 1, 2023, carriers began charging Plivo $15 for every campaign vetted, and Plivo passes that fee along to our customers without any markup.

If your campaign gets rejected, you can work with our support team to understand the reasons and resubmit the campaign for review. Each submission will incur a $15 fee; to avoid additional fees, follow our guidelines before your initial submission. Plivo cannot guarantee that carriers will approve the campaigns upon resubmission.

Plivo provides a couple of easy-to-use export options on console to help our customers navigate the complexities of 10DLC registration and various fees involved and gain insights into their registration and usage. One shows the status of each brand and campaign; another  provides T-Mobile usage data for each active campaign in an account. You can load the exported files in a spreadsheet application like Microsoft Excel or Google Sheets for analysis and to help you speed up your registration and track usage across campaigns.

Exporting registration status data

Completing your 10DLC registration involves registering a brand, one or more campaigns and linking numbers. These processes involve multiple parties — Plivo, The Campaign Registry (TCR), and carriers — which means the whole process can take several days to complete. All of this can be tracked on the console or through our server SDKs, but the process can get cumbersome for customers with many registrations.

The first type of export gives you an easy way to see the status of each brand and campaign for an account and the associated numbers.

To export 10DLC registration status data from the console, navigate to Messaging > 10DLC and click on 10DLC Exports, then choose Registration Status from the drop-down menu. 

The exported .xlsx file contains two sheets:

• Brand Campaign Mapping contains a list of all brand IDs, their statuses (Registered, Processing, Failed, or Expired), and their associated campaigns and their statuses (Active, Processing, Failed, or Expired). 
• Number Status contains a list of all the US long codes that are associated with 10DLC campaigns and their statuses (Completed, Processing, or Failed).

Exporting T-Mobile usage data

The second type of export provides users with detailed T-Mobile usage data for each active campaign in their account. Since T-Mobile has additional non-use fees for campaigns, tracking your T-Mobile usage becomes important. 

To export campaign status data from the console, navigate to Messaging > 10DLC and click on 10DLC Exports, then choose T-Mobile Usage. This export, a CSV file, will be sent to the registered email address for your account.

For each active campaign in your account, the export shows

• Messages sent to T-Mobile users in last 30, 60, and 90 days from that campaign
• Numbers currently linked to that campaign
• Date of last message sent to a T-Mobile user (if applicable)

This information can be valuable for optimizing your campaigns and reducing costs.

Before you link any phone numbers with campaigns you must register a brand and at least one campaign, and they must be approved by a carrier and active.

Keep in mind that you can link no more than 49 numbers to a Standard campaign.

Also be aware that sending the same content across multiple source numbers specifically to evade content filters is called snowshoeing and violates all carriers’ acceptable use policies. A snowshoeing violation may result in suspension of the campaign.

To start linking numbers to your existing campaigns from the Plivo console, visit the Messaging page of the console and click on 10DLC in the left menu. You’ll see a list of the 10DLC brands you’ve registered. Click on one of the linked campaigns in the rightmost column.

The next screen shows campaign details, including linked numbers. If no numbers are linked, click No numbers linked; if numbers are already linked, click View linked numbers.

You should then see a page with details about your campaign and a list of linked numbers. 

To add additional numbers, click the + Add Numbers drop-down and choose one of the two options. The first choice brings up a new screen that shows all of your unlinked numbers and lets you select numbers one by one. When you’ve selected one or more numbers, click Link Numbers. The console will return to the previous screen and show the status of your newly linked numbers as Processing. The status will change to either Linked or Rejected, depending on the response from the carriers, within 48 hours.

The other way to add numbers is by uploading a CSV file. The file should contain a single column with the header “Numbers,” followed by cells that contain only the digits of the numbers to be linked. The CSV file may contain no more than 49 numbers for a Standard campaign and no more than five for a Starter campaign.

Unlinking numbers

On the screen that shows you the list of your linked numbers you can click Unlink Number to make a number available for other uses.

This post addresses some common questions about 10DLC brand and campaign registration. For more comprehensive information, see our A2P 10DLC page.

How can I complete a Standard brand registration?

To register brands and campaigns from the Plivo console, visit the Messaging page and click on 10DLC in the left menu. Choose Standard registration, then click Register.

The first step is to register your brand. We ask for information about your company, such as contact information, address, website, and EIN, which The Campaign Registry (TCR) uses in their 10DLC vetting process. Provide correct information to avoid rejection by TCR or mobile network operators. You will also be asked whether you want to submit your brand for additional vetting. Plivo recommends all Standard brands choose vetting to get the best throughput.

When you’ve filled in all the information, click Continue.

On the next screen, we ask about how you plan to use your 10DLC number — the campaign, in other words. We ask for a campaign name and campaign type. Businesses use 10DLC for all kinds of uses — marketing messages, two-factor authentication, delivery notifications, and fraud alerts, for instance. If your message use-case involves a mix of these standard use cases, Plivo suggests you pick “Mixed” or “Low Volume” campaigns. If you select  “Mixed” or “Low Volume,” you will have to provide two to five campaign subtypes, which should be related to actual use cases.

Provide a brief description of your campaign and share sample messages. Ensure the sample messages are similar to your production messages.

At the bottom of the page, declare campaign attributes. 

Tick the box that says you give Plivo permission to register your brand and campaign, and the one that says you agree to share tax information when required. Click Submit to send the form to Plivo.

I already have a Standard brand — how can I add more campaigns?

Each additional campaign has a monthly rental associated with it, so to keep your costs down create campaigns when only necessary. To create a new campaign, navigate to the brand page and click on the brand you want to add an additional campaign under, then click Add Campaign.

On the next screen, you’ll see the brand name and ID. Follow the process above: Choose the appropriate campaign type, provide sample messages, and click Submit to send the form to Plivo.

How long does a registration take and how can I check the status of my registration?

Brands and 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. You can check the status of your registration by navigating to the brand page. For campaigns, you can click on the brand and then check registration status of a particular campaign.

If your registration has failed or is taking longer than a week, please contact our support team.

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.

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. Messages sent from numbers that are not associated with registered campaigns will not be delivered.

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 can I register my brands and campaigns?

To register for 10DLC service, you must first register your brand, which involves providing information about the business that’s sending messages. Check our documentation on how to register, especially if you are a reseller that has to register your customers.

You can use the Plivo console to register your brands or campaigns or you can use our SDKs (now in public beta). The details you provide during registration are reviewed by TCR and carriers, so make sure you provide accurate information. Refer to our guidelines to avoid making mistakes when submitting information for 10DLC registration.

What are the associated costs?

Standard registration fees

Plivo recommends brands pay for additional vetting if their messaging volume exceeds 6,000 per day.

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. Registering a standard campaign requires a minimum of $45 in account credits: $30 for registration charges for a quarter at $10 per month and a $15 campaign vetting fee. Registering a brand requires a minimum of $4 in account credits, or $44 if you opt for vetting

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. 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 are vetted by carriers and approval can 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 or Plivo SDKs. You can map up to 49 numbers to a campaign for a Standard brand 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. See our guide on A2P messaging throughput in the US for complete information.

What is T-Mobile non-use fee and what are Plivo’s recommendations?

T-Mobile encourages customers to send all A2P messages over 10DLC numbers. To reduce misuse of this process, T-Mobile has introduced a $250 fee for any active campaign that has not been used to send traffic to T-Mobile users over a 60-day rolling period. The first rolling period started on December 1, 2022, and the first assessment was done on February 1, 2023. If any of your campaigns have not sent traffic to at least one T-Mobile user in the preceding 60 days, you will be charged this fee. Read about how to identify campaigns that might incur these fees and Plivo’s recommendations to avoid them.

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:

Can I migrate 10DLC brands, campaigns, and phone numbers from another provider to Plivo?

TCR and mobile network operators (MNO) don't allow you to reuse a campaign you created with one CPaaS with any other one, so you'll have to register your brand and your campaigns anew on the Plivo console or by using our APIs and SDKs. If, on the other hand, you created a campaign directly with TCR and haven’t used it elsewhere, you can share it with Plivo via a support ticket and we can import it for you.

When it comes to associating numbers with your campaigns, the easiest thing to do is rent new numbers through the console and associate them with campaigns. If you want to keep the numbers you’ve already been using with your other vendor, you can port them to Plivo. When a number is ported in by a different vendor, it automatically becomes unregistered from any 10DLC campaigns it was previously associated with. Once the port-in is complete, you can associate the newly ported numbers with your campaigns.

What if I have additional questions about 10DLC?

Please contact your customer success manager or our support team.