What is 10DLC?

10DLC stands for 10-Digit Long Code, which is a messaging solution for sending Application-to-Person (A2P) SMS messages. 10DLC is a type of phone number that can send and receive SMS messages. It is similar to short codes, but because it is a unique 10-digit phone number, it is easier to remember and can be a local number your customers recognize.

10DLC is regulated by The Campaign Registry (TCR), an independent Reputation Authority selected by Mobile Network Operators (MNOs) to gather Brand and Campaign data, promoting transparency within the mobile network. TCR works with U.S. MNOs and companies in the messaging industry to register A2P 10DLC text messaging campaigns.

Important Notice:

‍Starting October 17, 2024, The Campaign Registry (TCR) is launching a new Brand identity verification process called Authentication+ to prevent fraud such as impersonation, smishing, and spoofing. Public Profit brands must complete a new two-factor authentication (2FA) step by providing their business contact email address during Brand registration. Once verified, the Brand will be marked as VERIFIED and can create 10DLC campaigns. Future updates will include support for additional entity types.

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What are 10DLC regulations? 

Key regulations and guidelines for 10DLC include:

Opt-in and opt-out requirements

10DLC regulations state that businesses must obtain opt-in consent from customers before sending any A2P messages. Businesses must also provide clear opt-out instructions within the opt-in acknowledgement.

Registration

Businesses must register their use of 10DLC with TCR. FreeClimb helps businesses register their Brand and Campaigns, ensuring they are set up for success.

Brand vetting

TCR reviews and verify the information businesses provide during the registration process to ensure accuracy and compliance with anti-spam policies.

Message content guidelines

A2P messages sent through 10DLC must comply with specific guidelines. These include messaging frequency, accurate sender IDs, and content that is not spam, inappropriate, or fraudulent. Messages must also be compliant with other regulations, such as the Telephone Consumer Protection Act (TCPA).

Volume limits

10DLC users are subject to message volume to prevent spam and misuse. Volume limits may vary by carrier.

Use case requirements

There are specific use case requirements for businesses that use 10DLC. These requirements can vary by carrier.

Read more about 10DLC regulations.

10DLC & FreeClimb use cases

FreeClimb coupled with the 10DLC messaging system can be used for a wide range of industries and applications.

Customer service

Using FreeClimb and 10DLC, customers can send a text message to a business to request support or updates. With FreeClimb, users can send text messages during a call to provide written confirmation of information they’re hearing.

Sales and marketing

Businesses can send promotional messages with discounts or special offers to customers who have opted in. FreeClimb and 10DLC allow users to personalize messages, send targeted messages to different groups, and send targeted, data-based offers.

Security

Businesses can use 10DLC and FreeClimb to implement two-factor authentication (2FA). The 2FA process requires a user to provide two forms of authentication to access a system or service. 2FA messages usually contain a one-time password or verification code sent to a user’s mobile device via SMS.

Ride sharing & delivery apps

10DLC can be useful for providing updates on orders, pickup and delivery, and estimated arrival times. 10DLC can also provide customer support through SMS messaging to report issues or ask questions in real time. Post-delivery or post-drop off messages or account reminders can also be run through 10DLC. 

Emergency alerts

10DLC is well-suited to emergency alerting, as it is a reliable, efficient messaging service that can quickly disseminate critical information. Emergency alert systems can use 10DLC to send alerts about weather, evacuation notices, active shooters, traffic accidents, power outages, and transportation delays or disruptions.

How to register for 10DLC

For FreeClimb users, registering your Brand and Campaign is easy. FreeClimb’s 10DLC Concierge Service handles all of the legwork. Here’s how to get started:

Step 1: Register your brand with 10DLC.  As part of TCR's Authentication+ feature, brands with a Public Profit entity type (e.g, publicly traded companies) must complete a new two-factor authentication (2FA) step. A 2FA email will be sent to the "Brand Contact Email" with a link and PIN code. The Brand contact must provide their first name, last name, job title, and the PIN from the email to complete the verification.

FreeClimb will review your information and work with you to apply any best practices, then register your Brand with TCR. 

Step 2: Register a Campaign that describes the purpose of the SMS or MMS messages you plan to send. FreeClimb will review your information and work with you to apply any best practices, then register your campaign with TCR.

Step 3: FreeClimb will help you assign your FreeClimb number(s) to your registered campaign(s). 

Simply fill out these forms and FreeClimb handles the rest.

Frequently Asked Questions

What is A2P?

A2P stands for “Application-to-Person.” A2P messaging is an SMS messaging technique that sends SMS and MMS messages from a software application run by a business to a consumer’s device. Consumers opt in to subscribe to these messages, and communication is usually one-way, meaning recipient response is not expected. Examples include two-factor authentication messages, anti-fraud alerts, and real-time confirmations for appointments or reservations.

What information is required to register for A2P 10DLC?

When FreeClimb helps you register your brand for A2P 10DLC, you will need to provide the following information about your business:

• Contact information for an authorized representative of your company
• Registered legal company name
• DBA or brand name, if applicable
• The legal form of your organization (for-profit private, for-profit public, not-for-profit, or governmental)
• Business vertical
• Company contact information, including address, phone, and website url
• EIN 
• DUNS number
• Stock ticker symbol and stock exchange short name (if applicable)

After Brand registration is complete, FreeClimb will provide you with your Brand ID number, which you will need to register for a 10DLC campaign. You will also need to provide the following information to FreeClimb so we can help you register your campaign:

• FreeClimb account email address
• Brand name and provided Brand ID
• Description of your campaign
• Use case (select from drop-down)
• Business vertical
• Up to three but at least one sample message
• Message flow and call-to-action
• Opt-in and opt-out confirmation messages
• Opt-out keywords
• Subscriber help response message
• Help keywords

Do I have to register for 10DLC?

You must register your Brand and Campaign in order to send A2P 10DLC messages. Mobile carriers have implemented this requirement to improve message security, reduce fraud, and ensure that A2P SMS and MMS messaging is reliable and compliant with industry regulations. Registering for 10DLC identifies your business as a legitimate sender of A2P messages.

Once you register, you will occasionally need to re-verify your Brand. The cadence of re-verification varies among carriers.

What happens if I don’t register for 10DLC?

A business that sends A2P messages on a 10-digit long code and does not register for 10DLC may experience consequences enforced by mobile carriers such as:

• Blocked, delayed, and/or filtered messages
• Penalties and fines 
• Legal action for violating industry regulations and carrier requirements

How much does it cost to register for 10DLC?

Below please find costs associated with 10DLC as of the date this article was published:

• Brand registration fee: $4 per brand
• Brand reverify: $4 per brand
• DCA review expedite fee: $50 per brand
• Standard third-party vetting: $40 per brand
• Campaign vetting: $15 per vetting event
• Standard and special campaign: $10 per month
• Agents & franchises campaign: $30 per month
• Low volume/Class T campaign: $1.50 per month
• Charity campaign: $3 per month
• Emergency campaign: $5 per month
• Sole proprietor campaign: $2 per month

Each campaign has a mandatory initial three-month minimum requirement (except for political campaigns).

In addition, please note your organization is also responsible for ongoing carrier surcharges and fees for SMS and MMS usage once your campaign is registered. For more information, please see Carrier SMS Fees.

Does FreeClimb charge a fee for helping me register for 10DLC?

No. FreeClimb prioritizes supporting our customers. Our goal is to make the process as smooth and straightforward as possible for you and your team.

How long does it take to get set up with 10DLC?

The time it takes to get approved and set up with 10DLC can vary depending on mobile carrier, the complexity of your messaging needs, and the accuracy of the information you provide during registration. Registration can take as short as 4 - 5 days, and campaign approvals can take up to 2 weeks. To speed up processing, businesses can pay an expedite fee.

Which carriers support 10DLC?

As of October 2024, all major U.S wireless carriers, including Verizon, AT&T, T-Mobile, US Cellular, and Sprint, support A2P 10DLC SMS and MMS messaging.

Will I need a new number? 

All local FreeClimb numbers can be enabled for 10DLC A2P SMS services. If you would like to enable SMS and/or MMS capabilities using a non-FreeClimb number you already own, FreeClimb can help you do that.

What’s the difference between 10DLC, short-code, and toll-free texts?

These are three different types of messaging systems and serve different purposes.

10DLC uses a standard 10-digit phone number for messaging and is commonly used for A2P messaging. This is useful for use cases like customer support, appointment reminders, marketing campaigns, and more. 10DLC is cost-effective and especially effective when a business requires a local or regional presence.

Short codes are five or six digits long. While they are also used in A2P messaging, they are often associated with specific brands or applications. Short codes are ideal for high-volume messaging campaigns like marketing messages or voting campaigns. Short codes offer higher throughput and faster message delivery, but are more expensive and face strict regulations.

Toll-free text alerts use toll-free numbers (e.g., 1-800, 888 numbers) to send text alerts, notifications, or updates to customers from a business with a national presence. Toll-free texts provide a recognizable and memorable number for customers to receive messages.

What is the daily limit for sending messages?

Your daily send limit varies by wireless carrier and campaign type. Your limits will be communicated to you when your campaign is registered.

What happens if I exceed my message segments per day limit?

If you exceed your message segments per day limit, you can face various implications. If you surpass your send limit, you may see an error message. You may also experience one or more of the following:

• Message filtering: Messages may be filtered or delay until the limit resets, impacting the timeliness of your communications
• Additional charges: Some providers charge additional fees for exceeding your allocated message segments per day limit. The fees could be overage fees or upgraded pricing tiers to accommodate higher message volume
• Service suspension: If you repeatedly exceed your message segments per day limit, this could lead to service suspension or termination as providers enforce policy compliance

What are the penalties for non-compliant messaging?

Non-compliant 10DLC messages can face a number of penalties depending on wireless carrier and violation severity. Penalties may include:

• Message filtering or blocking: Carriers may filter or block non-compliant messages and prevent them from reaching recipients
• Campaign ID rejection: A non-compliant business may have their 10DLC Campaign(s) and Brand(s) suspended by one or more wireless carriers. Should this occur, FreeClimb support will reach out to the customer to discuss remedies. ‍
• Financial penalties: Carriers may impose monetary fines or penalties for 10DLC regulation violations‍
• Service suspension or termination: In serious non-compliance cases, wireless carriers may suspend or terminate a company’s messaging service‍
• Legal consequences: Non-compliant messaging practices may result in legal actions and potential lawsuits from regulatory bodies or affected individuals

Is messaging to Canada and other countries from the U.S. affected by 10DLC?

Currently, 10DLC regulations primarily govern messaging within the U.S. and Canada and are enforced by U.S. wireless carriers. Messaging outside the U.S. and Canada is generally unaffected by 10DLC regulations. It is important to note that FreeClimb does not currently support traffic outside the U.S. and Canada. If your use case requires international support, please reach out to our sales team.

Which use cases are accepted for 10DLC?

10DLC has a list of standard campaign uses that include: two-factor authentication, account notifications, customer care, delivery notifications, fraud alert messaging, higher education, marketing, polling and voting, public service announcement, and security alerts.

There is also a class of “special use cases” for 10DLC that may require additional approval. Special use cases include:

• Franchises or office branches in the same brand that require individual localized numbers
• Charity/501(c)(3)nonprofits messages aimed at raising money for those in need, i,e, a food bank
• K-12 education messaging
• Proxy numbers that connects conversation participants without revealing their real phone numbers, i.e. a ride sharing service that provides anonymized driver-passenger communication
• Emergency notification services that support public health and safety
• Political efforts aimed at influencing decisions
• Social communication between public figures and their audience
• Sweepstakes-related messaging

How do I register for multiple use cases?

It is important to understand that a phone number can only be assigned to one 10DLC campaign at a time. You can register for a mixed campaign use case if your campaign contains two to five standard use cases. You will still need to provide use case details for each use case and may need to submit supporting documentation.

How do I edit or delete an 10DLC Brand or Campaign use case?

FreeClimb support can assist you in deleting a campaign use case. Contact FreeClimb support if you have edits you would like to make. We will help you determine if editing is possible or if you should submit a new campaign.

What is throughput, and how do mobile network operators allocate it?

Throughput is the capacity or maximum speed at which mobile network operators can send and receive data. Throughput allocation depends on several factors such as:

• Carrier agreements with messaging service providers (MSPs)
• MNO assessment of traffic volume and patterns, including factors like network congestion, traffic types, and priority levels
• Carrier load balancing and queuing mechanisms

Should I get my Brand vetted?

Yes. FreeClimb strongly recommends Brand vetting for companies who are not included in the Russell 3000 company list. Vetting can impact throughput allotted to your campaigns. During vetting, TCR will provide your Brand with a vetting score. The higher your score on a scale of 1 to 100, the more throughput you are likely to qualify for. 

Does FreeClimb filter my message content?

FreeClimb does not filter message content, but mobile network operators might. We work hard to make sure your campaigns are properly registered to minimize your chances of message filtering.