Understanding the Importance of A2P 10DLC and How to Register for Improved Messaging
As an SMS user on Outplay, it is essential for you to stay updated on the latest developments with respect to compliance in the industry. One crucial aspect you need to be aware of is A2P 10DLC, which stands for Application-to-Person 10-Digit Long Code.
In this support article, we will explain what A2P 10DLC is, why it is mandatory, how to register, the required documents, and answer frequently asked questions. By familiarizing yourself with A2P 10DLC, you can ensure uninterrupted and reliable delivery of your SMS messages.
This article discusses the following:
- What is A2P 10DLC?
- Why is A2P 10DLC Mandatory?
- Pricing and Fees
- How to Register
- Documents Required
- Frequently Asked Questions
What is A2P 10DLC?
A2P 10DLC is a system that enables businesses to send Application-to-Person (A2P) messages using standard 10-digit long code (10DLC) phone numbers in the United States. This system ensures better delivery quality and lower filtering risk for your SMS messages, using the same phone numbers you currently use for your communications.
Why is A2P 10DLC Mandatory?
Effective July 5, 2023, all 10DLC phone numbers used to send SMS and MMS messages to U.S. phone numbers must be fully registered to an approved campaign under your brand. Messages sent using unregistered phone numbers will face message blocking by Twilio - Outplay’s default call and SMS service provider, gradually increasing from July 5, 2023, to a complete block after August 31, 2023.
Furthermore, unregistered traffic may be subject to additional filtering or blocking, and higher fees will apply. Registering for A2P 10DLC ensures that your messages reach their intended recipients reliably.
Pricing and Fees
To learn more about the pricing and fees associated with A2P 10DLC, please click here.
How to Register
To register for A2P 10DLC, you can fill out this form so that we can raise a request with Twilio to register your business to continue supporting SMS campaigns through Outplay.
Depending on your business's tax ID status, volume, and use case, you have different registration options:
- Tax ID (EIN) and sending under 6,000 message segments per day: Register for Low Volume Standard Brands.
- Tax ID (EIN) and sending over 6,000 message segments per day: Register for appropriate campaign types within Standard Brands.
- No Tax ID (EIN): Register a Sole Proprietor Brand (available April 17th).
For detailed instructions on how to register and the required information, refer to this article.
Documents Required
During the registration process, you will need specific information about your business and brand, such as the business name, physical address, and business type.
Click here to learn more.
Frequently Asked Questions
How does A2P 10DLC work?
A2P 10DLC (Application-to-Person 10 Digit Long Code) is a messaging framework designed to facilitate the sending of Application-to-Person messages using 10-digit long codes in the United States. It enables businesses to send messages to their customers for various purposes such as notifications, alerts, marketing, and customer support.
Do I need to register? If so, what's the deadline?
Yes, registration is required to use A2P 10DLC. Contact Outplay Support to learn more about registering your 10DLC.
The registration deadline is July 5th, 2023, post which your SMS and MMS from unregistered numbers may face filtering and blocking.
What if I am just testing or sending a low volume of messages to the US?
If you are testing or sending a low volume of messages to the United States, you may still need to register as per the A2P 10DLC compliance laws.
How does US A2P Brand registration work?
US A2P Brand registration involves the process of registering your brand with The Campaign Registry (TCR), the designated entity responsible for managing A2P 10DLC messaging in the United States. During the registration, your brand will be assigned a Trust Score, which ranges from 0 to 100.
The Trust Score assigned to your brand plays a significant role in determining the maximum message throughput allocated to each of your Campaign use cases. The Trust Score reflects the level of trustworthiness associated with your brand's messaging practices. Higher Trust Scores indicate a higher level of trust, allowing for greater message throughput.
Based on your Trust Score, you will be allocated a specific message throughput limit for each of your Campaign use cases. The message throughput limit represents the maximum number of messages that can be sent per second. This allocation ensures fair and efficient message delivery while maintaining the integrity of the A2P 10DLC ecosystem.
By going through the US A2P Brand registration process and obtaining a Trust Score, you can optimize your message delivery capabilities and ensure the successful transmission of your A2P (Application-to-Person) messages to US-based recipients.
What's a Campaign Type/ Use Case?
A Campaign Type/ Use Case refers to the purpose or intention behind a specific messaging campaign. It describes the type of messages you plan to send, such as transactional notifications, marketing promotions, customer support updates, or appointment reminders.
When registering for A2P 10DLC, you typically need to provide details about your campaign use cases to ensure compliance with messaging regulations and improve message deliverability.
Do I need to buy new phone numbers for A2P 10DLC?
To comply with A2P 10DLC requirements, you may need to register and associate your existing phone numbers with approved campaigns under your brand. However, you typically don't need to purchase new phone numbers solely for A2P 10DLC registration.
Existing 10-digit long code (10DLC) phone numbers can be used, subject to registration and approval processes.
Is WhatsApp messaging impacted by A2P 10DLC?
No, WhatsApp messaging remains unaffected by the changes introduced by A2P 10DLC. Unlike SMS and MMS, which rely on carrier networks for transmission, WhatsApp messages are sent over the Internet. Therefore, the A2P 10DLC framework and registration requirements do not apply to WhatsApp messaging.
What are the consequences of not registering?
If you choose not to register your brand for US A2P messaging, there are several implications to consider:
- Unregistered messages will be subjected to increased message filtering, which means there is a higher chance of these messages being filtered or blocked by carriers. This can significantly impact the deliverability and effectiveness of your messages.
- Unregistered messaging via long code numbers is expected to be unsupported in the future. This means that if you continue sending messages without registration, there may come a point where the carrier networks will no longer support the delivery of these messages.
To avoid these issues and ensure the smooth operation of your A2P messaging, it is strongly recommended to complete the registration process. By registering your brand, you demonstrate compliance with the A2P 10DLC regulations and enhance the legitimacy of your messaging activities.
For specific information regarding pricing and fees associated with the A2P 10DLC service, including unregistered message traffic, please refer to this article.