10 Digit Long Code (10DLC) Launch
As of February 1st 2021, all long code SMS and MMS terminating to T-Mobile and AT&T have been moved to its new 10 digit long code (10 DLC) A2P service.
10DLC helps to protect customers from unwanted spam, while allowing businesses to better connect with their customers. This change will also improve deliverability because 10DLC allows for higher messaging throughput than traditional long code messaging.
General 10DLC FAQ's
What is 10 DLC?
10DLC allows businesses to send application-to-person text messages (A2P) using local long codes. Traditionally, sending A2P messages to local long codes has been discouraged according to CTIA guidelines.
Why is 10DLC being introduced?
Carriers like Verizon are introducing 10DLC to provide a sanctioned platform for businesses to send SMS and MMS messages using long codes. Their objective is to protect consumers from unwanted spam, while still allowing businesses to better connect with their customers. This change will also improve deliverability because 10DLC allows for higher messaging throughput than P2P long code traffic.
What is the timeline for 10DLC rollout?
- AT&T and T-Mobile will implement 10DLC starting February 1, 2021. AT&T does not plan to block un-registered traffic as of February or March, but will begin fining traffic starting June 1, 2021.
What do I need to do?
Once the service launches, there will be a grace period to migrate your A2P messages to 10DLC. To avoid fines and blocked messages, it is important to register your 10DLC brand (business) and campaign (messaging use case).
We will be providing a way to submit your business coming in early March 2021.
Are there fees associated with 10DLC?
- There is a $4, non-refundable cost for registering a brand
- $50 one time cost per campaign
- There is a monthly recurring charge (specific amount depends on use case) per campaign per brand
What are the carrier surcharges for 10DLC?
AT&T will base surcharges on message class, which is determined after you register your brand and campaign. Surcharges for other major carriers are as follows:
T-Mobile (Including former Sprint network)
Still Being Finalized
All commercial long code traffic will be subject to the carrier fees regardless of your provider. We’ll pass this fee through with no additional markup.
10DLC non-compliance fees
AT&T and T-Mobile have announced that in addition to surcharges, there will be fees for non-compliance to the new 10DLC regulations.
AT&T non-compliance fees
- Starting March 1, long code traffic that is not registered as 10DLC, will incur a $0.004 / SMS message pass-through fee for messages terminating to AT&T.
- $0.03/message for outbound SMS to AT&T
- $0.0035/message for outbound MMS to AT&T
T-Mobile non-compliance fees
- Text Enablement: $10,000 (This pass-through fee would apply if T-Mobile received a complaint where traffic is being sent from a long code prior to the program being fully approved by T-Mobile.)
- Grey Route: $10 for each 10DLC message sent through a grey route. (This pass-through fee would apply if A2P messages are attempted to be routed as P2P messages after 10DLC is enabled.)
- 10DLC Long Code Messaging Program Evasion: $1,000. (The pass-through fee would apply if a program is found to use evasion techniques like snowshoeing, unauthorized number replacement, and dynamic routing.)
- Content Violation: $10,000. (T-Mobile may charge this pass-through fee for each unique instance of the third or any subsequent notification of a content violation involving the same content provider. Content violation is defined as sending messages in violation of the rules in the Code of Conduct, and are usually SHAFT violations (Sex, Hate, Alcohol, Firearms, Tobacco) but would also include spam or phishing. SHAFT includes CBD/marijuana/vaping related content, and we have specific recommendations for companies operating in these spaces to avoid these fines.
T-Mobile has announced that they will be pushing back the start date (originally March 1) of any of their 10DLC fees, including non-compliance fees. They have communicated that they will notify SMS providers 30 days before this fee is implemented. In addition, T-Mobile will not be implementing any changes to message filtering
What is the limit for the number of messages per second/day, and are there deliverability improvements with 10DLC?
When you register a 10DLC campaign, you get a trust score -- also known as RISQ (Routine Information and Services Quality) score -- through the vetting process. Your trust score, combined with your use case, and volumes of traffic help carriers determine throughput per second (TPS) per 10DLC campaign. But in general, the TPS for trustworthy, non-spam use cases will be much higher for 10DLC numbers than other traffic types – up to 30 transactions per second (TPS) as opposed to 1 TPS for P2P long codes for business uses.
Carrier specific methods for determining TPS:
- AT&T gives each campaign a “message class” after the 10DLC campaign registration is submitted. A specific throughput range is assigned to each class.
- T Mobile allocates TPS at the brand level and it works as a daily limit. So, if you have more than one campaign running, your daily quota is split across those campaigns. Brand vetting is determined after the campaign registration is submitted.
0–24 vetting score receives a 2,000 daily messaging quota
25–49 vetting score receives a 10,000 daily messaging quota
50–74 vetting score receives a 40,000 daily messaging quota
75–100 vetting score receives a 200,000 daily messaging quota
If a brand wants to improve their vetting score, they need to be third-party vetted.
- Verizon doesn’t require brands to obtain a trust score; instead, it is using filters to block any traffic it deems to be a spam risk. They have not communicated plans to limit throughput for 10DLC use cases, but you can expect healthy TPS around 30.