Recent changes implemented by the USA operators regarding A2P messaging are requiring brands to register campaigns on 10DLC (standard long codes routes) and toll free SMS routes. Here you can find all the information you need to know about the new regulations.

10DLC

10DLC (10-digit long code) is sending 1-way A2P messages over local long codes. Previously if you wanted to send high volumes of messages through long codes, you had to use different senders in order for your messages not to be treated as spam and thus being blocked. With the new 10DLC opportunity, it is now possible to send high volumes of messages from one single sender without the threat of being blocked.

How to register a 10DLC route

In order to get verified, 10DLC brands and campaigns are required to register with TCR (The Campaign Registry). Verification with TCR allows brands to register their brands and campaigns with T-Mobile and AT&T. To start the approval process please fill-in the following form: https://forms.gle/5o8xb4aGkT8Kwsgs8

It generally takes anywhere from 1 to 5 business days to get approval.

Fees

There is a setup fee per brand and monthly fee per campaign charged by TCR:

Setup charge per brand: $45

Monthly fee per campaign: $10

Monthly fee per sender: %0.50

10DLC vs Toll free route

Toll-free SMS numbers (example: 1-800-780-8000) are 10-digit numbers that can be used for both phone calls and SMS messaging. Toll free numbers are filtered by carrier, which means messages can be delayed or some of them may not be delivered if they don’t meet certain carrier requirements. Also they usually have a lower throughput (as low as 3 messages per second).

In its turn 10DLC were created specifically for SMS marketing and have better deliverability than toll-free numbers.Their deliverability is higher as they are sanctioned by carriers thus are not under the same strict filtering.

Campaigns and Messages Prohibited

  • Credit repair and debt relief

  • Such advertising campaigns as work from home, ‘secret shopper’ etc.

  • Cannabis and any pharmacy

  • Loan advertisements (except for messages from direct lenders for secured loans)

  • ED

  • Lead gen campaigns with indication of sharing of collected information with third parties

  • Campaigns that are prohibited or not in compliance with recommendations by the CTIA Short Code Monitoring Handbook, Version 1.7 or later

  • Phishing

  • Scams and fraud

  • Message streams that result in excessive complaints or STOP commands typically indicate an unwanted message campaign and will not be allowed to continue.

  • Affiliate marketing programs aimed to collect opt-in subscriber lists

  • Message content that can deceive or threaten users.

  • Promotion of malware or app downloads from non-secure locations

  • Debt relief or consolidation and any other loan programs from any enterprise cannot grant the loan themself. Affiliate lead generation for these financial programs is also prohibited.

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