What is 10DLC?

10DLC is the messaging ecosystem organized by the Mobile Network Operators (MNOs) for A2P text messaging traffic, and required if sending SMS and MMS messages to United States long code phone numbers. The carriers want to identify message senders (who) and the content (what) with the goal of reducing spam. MNOs that require the use of The Campaign Registry include AT&T, T-Mobile, Verizon, and U.S. Cellular. 

Each carrier has a unique approach to 10DLC, making navigating these rules complicated. For example, AT&T limits messaging throughput from the Campaign perspective. T-Mobile limits throughput from the Brand perspective.

10DLC stands for “10-digit long code” and represents local numbers with local area codes (compared to toll-free numbers and shortcodes). 

All entities (the Brand) sending messages using long code phone numbers (10DLC) must register their Brand through their campaign service provider with The Campaign Registry. Brands must then register a Campaign (a “Use Case”) describing their messaging program. 

The Campaign Registry will verify and approve Brands and Campaigns before they are allowed to send messages. Along with protecting consumers, the carriers state that registered texting programs will have improved deliverability and increased throughput. The carriers are seeking to create “a transparent ecosystem” (“know your customers'') that will allow them to identify bad actors quickly.

10DLC does not apply to toll-free or shortcode texting. (But these message types have their own rules.)

What is A2P?

The carriers have classified peer-to-peer SMS and MMS messaging traffic as A2P traffic - Application to Peer. They consider messaging sent over software to be A2P.

What is The Campaign Registry (TCR)?

The Campaign Registry is a central hub for A2P 10DLC messaging traffic. The Campaign Registry works with North American mobile carriers (“MNOs”) and companies in the messaging business to register A2P text messaging Brands and Campaigns, providing visibility into message sources and content. 

There are three key entities involved:

• The Campaign Service Provider (CSP), which is contracted with Direct Connect Aggregator(s) (DCA), and The Campaign Registry (TCR). The CSP is typically the party hosting the Campaign on its technology platform (such as TextOut). CSP account creation in TCR requires manual vetting and reference checks. Campaign Service Providers (CSPs) are the primary users of The Campaign Registry (TCR), and they work with multiple Brands to create and launch SMS messaging Campaigns.
• The Brand is the legal entity or role responsible for the messaging content in a Campaign. A Brand depends on the CSP for submitting a Campaign request to TCR. TCR will perform Cyber and Identity verifications against every Brand registered by the CSP.
• The Campaign is the encompassing entity that ties together the who (the CSP and the Brand) and the what (Use Case) for all 10DLC messaging Campaigns. Only the CSP can submit a Campaign.