🗂️New 10DLC Registration & Regulations

Businesses who use texting has become increasingly popular, so mobile carriers have implemented 10DLC regulations to ensure compliance and reduce spam. What does that mean for you?

These 10DLC regulations may feel complicated, but we’re here for you. This guide breaks down:

• Important dates and deadlines (updated regularly)

• Industry terminology

• What’s happening

• What it means for you

• And what steps you need to take

10DLC Important Dates

August 31, 2023: Delivery of messages from unregistered numbers will be significantly reduced. We are strongly encouraging all businesses to complete vetting before this date. Details below.

10DLC Terms and Definitions

10DLC is an abbreviation for a 10-digit long code phone number. It refers to a standard phone number, like 423-218-0111. Your business landline or internet (VOIP) phone number is considered a 10DLC. So if you want to use your existing business lines for texting—which we recommend and can help you do—these 10DLC regulations apply to you.

Note: Toll-free numbers are not considered 10DLC. 10DLC regulations do not apply to toll-free numbers.

What’s the difference between short code and 10DLC?

10DLC numbers have been increasingly popular for business texting for three reasons:

• Businesses already own the numbers

• They’re very inexpensive

• Customers trust messages from 10DLC phone numbers more than short code numbers

A short code is a four, five, or six-digit phone number—like 555-55—commonly used for mass texting and automations. Short codes tend to be expensive—starting at $1,000/mo—so brands have historically shared them to cut down on costs. That creates problems, though, because SMS opt-ins for short code numbers are entirely based on keywords.

Managing keywords and opt-ins across brands on the same number is clunky, and has caused a lot of spam and consumer frustration. Carriers have stopped allowing brands to share short code numbers—that’s actually what kicked off most of these 10DLC regulations.

What is A2P messaging?

A2P stands for application-to-person texting. It means you’re texting from a software application like Reputation Sidekick, rather than from your cell phone’s standard texting app.

A2P used to apply only to automated messaging services, but business texting now looks very similar to person-to-person conversations, and so carriers have updated their definitions.

What is The Campaign Registry?

The Campaign Registry (TCR) is a central hub for registering A2P 10DLC messaging campaigns. TCR verifies that your business is legitimate, and that you’re texting consumers for legitimate reasons, so that your text messages can be delivered reliably and at scale.

What is a DCA?

DCA can stand for both “direct connectivity agent” and “direct connect aggregator.” Either way, DCAs help deliver text messages from a software provider like Text Request to mobile carriers like Verizon et. al. Essentially, DCAs have built direct connections into carrier networks, so that messages can flow smoothly between carriers.

Additional DCA Vetting

Starting in 2023, mobile carriers are now requiring the DCAs to conduct an additional, currently manual, vetting process to prove that the contacts a business is texting have indeed opted in to receive those messages. There are additional fees associated with this vetting process, and you’ll also see more about opt-ins as a core piece of 10DLC regulations below.

As of August 31, 2023, message delivery will be significantly reduced for businesses who have not completed this vetting.

What are the 10DLC regulations?

There are many 10DLC regulations and process changes that affect the telecommunications industry, but only a few that matter for a business leader like you.

• Your business must register with The Campaign Registry

• You must prove that your contacts have opted-in to receive texts from you

• Businesses in some industries will be rejected outright, like those in cannabis/hemp, firearms, third-party collections, payday loans, and those selling other illicit materials

• There are new 10DLC and per-message fees that apply to everyone.