- What is 10DLC?
- How do I register my Brand and Campaign?
- Are there limitations for 10DLC?
- Is MMS messaging affected by 10DLC?
- Why are these changes happening?
- Is messaging to Canada also affected by 10DLC?
- What if I already use a toll-free toggle, but still have a local SendHub number?
- How is my local SendHub Number impacted?
- What is the price for 10DLC?
- What do I need to do now?
If you are a SendHub customer sending messages from a local number in the US, please read this article in its entirety. Your message deliverability will be significantly affected by AT&T, T Mobile, and other carriers if you do not complete registration.
1. What is A2P 10 DLC?
A2P (application-to-person) 10DLC (10-digit long code) refers to a system in the United States that allows businesses to send messages via standard local phone numbers. Carriers in the US consider all messages coming from web applications like SendHub to be A2P.
A 10DLC number is just a standard local phone number that supports higher-volume throughput and messaging features required for business use. When the first version of A2P messaging came out many years ago, it was intended for low-volume and simple conversational messaging. As the benefits of business messaging and SMS marketing have grown, so has the number of bad actors in the space (aka spammers).
10DLC provides higher deliverability and a lower risk of spam filtering than messaging from a local phone number of the past. In order to use your local SendHub number, you need to complete the 10DLC form in your SendHub web app. Registration must be completed as soon as possible to avoid carrier filtering. This supports an approved 10DLC text messaging campaign ecosystem and provides transparency into the messaging source and content, allowing carriers to offer a more reliable and simple messaging service for Campaign Service Providers (CSPs), like SendHub, and Brands, like SendHub's customers.
2. How do I register my Brand and Campaign?
You can click the 10DLC button in your SendHub web app sidebar to get started. The first page of the form is for your Brand (aka business) and the second covers each Campaign, or use case.
The information needed to register your Brand will include:
- WHEN REGISTERING A PRIVATE COMPANY Legal company name, country of registration, Employer ID Number (EIN) / Tax ID, physical address, vertical, contact details.
- WHEN REGISTERING A PUBLIC COMPANY Legal company name, country of registration, , Employer ID Number (EIN) / Tax ID, physical address, website address, vertical, stock symbol, stock exchange, contact details.
- WHEN REGISTERING A CHARITY / NON PROFIT ORGANIZATION Legal company name, country of registration, Employer ID Number (EIN) / Tax ID, physical address, vertical, contact details.
In case of errors during Brand registration or change in Brand information over time, notify SendHub support right away so we can update your Brand registration. If EIN or Company Name need to be changed, we will be able to help. According to The Campaign Registry, "If either EIN or Company name is changed, existing external vetting will be immediately voided and Brand will need to be re-vetted to have access to Special Use Cases."
3. Are there limitations for 10DLC?
While 10DLC broadly offers a better experience, there are some limitations. Your Campaign will receive a rating from the primary US carriers that will affect your throughput and total daily messaging limits to certain carriers. This depends on both the scale of your business and the quality of the Campaign materials submitted (description, use case, opt-in consent collection, message content, etc.)
The lowest possible rating allows no more than 1000 messages per day to T-Mobile, and 15 messages per-minute to AT&T. All Brands registered as a Sole Proprietor receive this rating.
4. Is MMS messaging affected by 10DLC?
Yes, but only for low volume SMS campaigns. Local number MMS messaging remains subject to throughput limits.
5. Why are these changes happening?
This is a part of US carriers' attempt to better filter SMS spam messages to their customers on their network and also to help make sure legitimate messages get delivered.
6. Is messaging to Canada also affected by 10DLC?
No, not at this time. However, we do not know when/if Canada will adjust due to spamming issues.
7. What if I already use a toll free toggle, but have a local SendHub number still tied to my account?
If you do not register your Brand and Campaign all US carriers will filter messages from your local number. For toll-free users with an additional local number on your plan, we strongly recommend completing 10DLC registration to preserve the local number as a backup option during toll-free registration. *Note that SendHub does not recommend the use of toll-free numbers any longer as the registration process takes upwards of 6 weeks. It is recommended to use only fully registered 10DLC numbers.
8. How is my local SendHub Number impacted?
If you do not register your Brand and Campaign, your recipients' carriers will filter your messages - many of them will not be delivered.
9. What is the price for 10DLC?
In addition to your normal plan pricing, there are one-time carrier fees associated with registration:
- $5 application fee per Brand (generally one Brand per business)
- $15 application fee per Campaign (generally one Campaign per Brand, though you may have more)
In addition, carriers have implemented per-message fees which SendHub has previously absorbed dating back to 2019. These fees are now included in all our standard and custom plan prices.