A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via standard 10-digit long code (10DLC) phone numbers. Carriers in the US consider all TextP2P traffic to be A2P. Carriers’ A2P 10DLC offerings provide better delivery quality and lower filtering risk than long code SMS of the past, using the same phone numbers.
A2P 10DLC will launch on AT&T beginning June 1, 2021. Along with this launch is a new registration requirements for businesses who intend to send messages to AT&T in the US using local area code numbers referred to as long codes. Registration must be completed by August 1, 2021 to avoid additional filtering.
T-Mobile is also expected to announce details of their A2P 10DLC rollout in the near future. At this stage, we can confirm that T-Mobile's A2P 10DLC system will rely on the same registration system described below. We will be sharing finalized details around T-Mobile's transition to A2P 10DLC shortly, and updating this FAQ.
Verizon previously launched their own A2P 10DLC solution in early 2019 and is not impacted by these new changes.
What do I need to do?
If you do not send messages to users in the United States, you do not need to do anything. If you are a business sending messages in the US, read on.
Starting April 1, register your company as a Primary Business Profile in TextP2P’s Trust Center. Then, register your Brand(s) and Campaigns.
If you are a hobbyist, independent contractor or very small business, you may not need to register. We will communicate updates as we have them.
Read on for details of the rules and requirements under the new A2P 10DLC registration system, and answers to many anticipated questions.
How does A2P 10DLC work?
There are two important requirements under the new A2P 10DLC system:
- Businesses must identify who they are to the carrier networks (Brand registration).
- Businesses must register what type of messages they are sending, i.e. notifications (Campaign registration).
Do I need to register? If so, what’s the deadline?
AT&T expects businesses to register their Brands and Campaigns for A2P 10DLC messaging in the US starting June 1, and no later than August 1, 2021.
If you are a very small business or a hobby project, you might not need to register. See below for guidelines.
What happens if I don't register?
Registered traffic to AT&T will benefit from lower fees. After August 1, AT&T will increase message filtering on non-registered traffic, to better protect mobile subscribers from unwanted messaging.
T-Mobile (including Sprint) will require registration under this new system as well. Details are still forthcoming and we will update this article when we have more to share. However, you should plan to register to take advantage of better rates and reduced filtering to these networks as well.
We do not expect the increased message filtering to be a problem for small businesses sending small volumes of message traffic. TextP2P and carriers are committed to ensuring this type of traffic remains possible. However, the increased filtering will have a negative impact on delivery of messages for larger business use cases sending higher volumes.
We expect that some of you may wonder whether they would be considered a hobbyist or a small business, based on your current message volume to the US. As of today, we don't have specific thresholds from carriers to determine this. Please stay tuned as we will update this information as soon as more specific guidance is available.
How does Brand registration work?
When you complete your A2P Profile (Brand Registration), The Campaign Registry will give your Brand a Trust Score of either Low, Medium, or High Trust. This rating influences the maximum message throughput that will be allocated to each of your Campaigns (see below).
What is a Trust Score, and how does it affect me?
When you complete the registration of your Brand and Campaign(s) for A2P Messaging through the TextP2P trust center, that information is sent from TextP2P to The Campaign Registry (TCR), a 3rd party at the center of this new registration system. TCR uses a reputation algorithm to review specific criteria relating to your company, and assign a “Trust Score” that will determine your messaging throughput.
How do Trust Scores influence message throughput?
Trust Scores are grouped into three levels, from lowest to highest. Your Trust Score level, combined with your Campaign Type, will determine the message throughput that is allocated to your Campaign. As of June 1, throughput limits will not be enforced on TextP2P, but we expect to support it in the near future. We will communicate any changes via this FAQ.
What’s a Campaign?
A Campaign represents a use case. Some companies may only need one Campaign, in other cases you may have multiple. For example, if you are a company that sends authentication codes to validate new users, but you also send marketing messages, you should register two Campaigns.
When I register my Campaign, I have to select a Use Case. What do these mean?
Your Campaign Use Case describes the type of messaging you plan to send. This will effect your throughput of messages
Use cases vary from notifications and fraud alerts to customer care to social updates. For a full list of campaign use cases, please see: List of Campaign Types and Use Case Types for A2P 10DLC registration
Do I need to go directly to The Campaign Registry or any other non-TextP2P website to complete registration?
No. Registration can be completed entirely through TextP2P's trust center. TextP2P has integrated with The Campaign Registry through our provider twilio to facilitate registration for our customers.
Do I need to buy new phone numbers to use this A2P 10DLC service?
If you are already using local numbers, there is no need to buy new numbers. You will enable your existing numbers to use the new A2P 10DLC service by following the registration process.
How long does it take to get registered?
After A2P registration opens on April 1, we expect that Brand and Campaign registrations by an approved Business Profile will typically be approved within 1 hour.
Is MMS messaging affected by A2P 10DLC?
Yes, however long code MMS messaging remains subject to throughput limits, due to limited carrier capacity
What message sending throughput (MPS) do I get?
Message throughput will eventually be allocated per Campaign and will differ between SMS and MMS. However, at the initial launch on April 1, MPS for SMS will remain unchanged at 1 MPS (message segment per second) per long code phone number sending to the +1 region. Long code MMS will remain the same, with an account-level limit of 25 MPS for long code MMS.
How do these rule changes affect Toll-Free numbers? Should I switch to 10DLC?
These changes do not directly affect Toll-Free numbers.
Toll-Free SMS – no changes
US Toll-Free phone numbers are not affected by these changes. Toll-Free SMS is still a great way to send A2P SMS in the United States as well as Canada.
Is Verizon making any changes to their existing A2P 10DLC service?
Verizon launched their A2P 10DLC service in January 2019. At this time, Verizon has not announced any plans to adopt these new Brand and Campaign registration requirements. If this ever occurs, TextP2P will notify our customers in advance.
What about other mobile networks in the US?
T-Mobile is using the same registration system as AT&T. We will be sharing finalized details around T-Mobile's transition to A2P 10DLC in the near future, and updating this FAQ with complete details.
US Cellular (the 4th largest mobile carrier in the US) has not announced specific A2P 10DLC plans as of January 2021. Read on for details about other types of mobile networks.
Is messaging to Canada or any other countries also affected by these changes?
No. Canadian mobile carriers may introduce registered A2P 10DLC solutions in the future, but at this time carriers have not announced any plans to do so.
What fees are associated with the A2P 10DLC service?
There are new fees for campaign registration for the new service.
Brand registration fee: $4 one-time registration fee per Brand.
Campaign registration fees:
|Low-volume* Mixed-use Campaign||$2/month|
* The threshold for "low volume" has not yet been defined by carriers. This article will be updated when that information is available.