What is A2P 10DLC?
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.
What types of numbers are affected by A2P 10DLC?
For now, the registration for A2P 10DLC is only for local (long-code_ phone numbers in the USA.
Why has A2P 10DLC been introduced?
Carriers like Verizon introduced 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 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 do I need to do?
Register all of your 10DLC phone numbers now to avoid these penalties:
June 1, 2023: AT&T and T-Mobile will increase carrier fees for unregistered messages.
July 5, 2023: Gradual message blocking begins on US-bound messages.
After August 31, 2023: all messages sent from unregistered 10DLC phone numbers to US numbers will be blocked.
Are there fees associated with 10DLC?
Sole Proprietor Brand Fee: $4 one-time registration fee (no longer supported)
Low Volume Standard Brand Fee: $4 one-time registration fee
Standard Brand Fee: $44 one-time registration fee (includes
Secondary Vetting for A2P 10DLC)
There is a monthly recurring charge (specific amount depends on use case) per campaign per brand:
| Low Volume Standard | Standard |
Brand registration fee (one time) | $4 | $4 |
Secondary vetting fee (one time) | - | $40 |
Monthly campaign fee (monthly recurring) | $1.5-$10 (depending on the use case type) | $1.5-$10 (depending on the use case type) |
Campaign verification fee (one time) | $15 | $15 |
What are the carrier fees for registered and unregistered A2P 10DLC traffic?
To see the updated list of carrier fees, please go here:
All commercial long-code traffic will be subject to non-refundable carrier fees regardless of your provider. We’ll pass this fee through with no additional markup.
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.
What is the MPS throughput for A2P 10DLC?
Please see this article for an in-depth overview of the message throughout and Trust Scores.
Are there limits on 10DLC-approved numbers?
Yes, T-Mobile imposes daily message limits based on Trust Score
The limits that T-Mobile will offer based on your Trust Score (after secondary vetting) are shown below.
Trust Score | T-Mobile message limit (SMS segments + MMS) outbound |
75-100 | 200,000/day |
50-74 | 40,000/day |
25-49 | 10,000/day |
1-24 | 2,000/day |
Are any fees refundable?
Both carrier fees and 10DLC setup (passthrough) fees are non-refundable.
What about customers I've worked with before 10DLC was required? Can I still text existing customers?
Yes, you can send texts to people with whom you have prior relationships. As long as your local numbers are approved for 10DLC and the person whom you are trying to contact has provided you with their phone number and has not told you to stop contacting them.
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