What is a Trust Score?
A Trust Score is a score assigned during Brand registration with The Campaign Registry (TCR - the 3rd party that administers the US wireless carriers' new registration system). When an A2P Customer Profile registration for US 10DLC messaging is submitted to Salesmsg, we send this information to TCR for review. Salesmsg also submits the Brand for "secondary vetting," which assigns a score from 0 to 100 and gives access to higher default throughput and message limits toward US mobile carriers.
The Brand registration process uses a reputation algorithm to review specific criteria relating to your company, and then assigns a “Trust Score”. In short, the higher your Trust Score, the higher your messaging throughput (MPS).
Trust Scores are static and do not automatically change over time.
What if I am not satisfied with my Trust Score? Can I appeal?
Low Trust Scores can result from the following:
Data discrepancies in the information you submitted in your A2P registration, such as a different address than the one associated with your official business registration number (e.g. EIN).
A small brand footprint
In general, smaller organizations and those with less business presence will receive lower scores.
If you receive a low Trust Score, Salesmsg will do our best to offer guidance on possible causes or resolutions for a low score. If this applies to you, please contact [email protected]
The appeal is free if you received your score less than 45 days ago. For trust scores received more than 45 days before the appeal request, a secondary vetting fee of $100 is required.
How is throughput (MPS) allocated for A2P 10DLC?
A set maximum MPS is granted for each of your registered campaigns (use cases) with Salesmsg. This MPS is shared across all US/Canada long code numbers allocated to your campaign, and all wireless carriers. Whether you choose to send messages over a single number to a specific carrier, or split up messages over a collection of local numbers to multiple carriers, the same MPS limit applies.
Is Toll-Free SMS throughput affected?
No. Toll-Free SMS is not affected by the throughput changes described in this article, nor is it subject to the new campaign registration requirements. A US Toll-Free number has a total of 3 MPS toward all US and Canada carriers by default. You can request higher message throughput for a US Toll-Free number by contacting our Sales team.
Is messaging to Canada affected?
Messaging to Canada from a Messaging Service registered with a US A2P 10DLC use case will be sent at 9 MPS per Canada mobile carrier.
This limit is set to prevent exceeding throughput constraints put in place by Canada carriers.
📦 Starter Campaign Message Throughput
Starter Campaigns are available exclusively within Starter Brands, which are intended for smaller-volume customers sending fewer than 3,000 SMS segments and MMS per day to the US, using up to 5 long code phone numbers.
Starter Campaigns do not have a Trust Score, and have a fixed throughput. If more throughput is desired, the business should be registered as a Standard Brand.
Total SMS MPS
Up to 10.25
1 per number
1 per number
*Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be 1 MPS.
** A Starter Campaign can contain up to 5 Twilio US/Canada long code numbers. All numbers will share 0.25 MPS toward AT&T, but each number will get 1 MPS toward T-Mobile and 1 MPS toward Verizon. This adds up to a maximum of 10.25 MPS toward the major US networks.
🚀 Standard Campaign Message Message Throughput
A Standard Brand is a "full" registration for any business who needs to send more than 3,000 SMS segments and MMS per day to the United States (or more than 1,000 per day to T-Mobile users).
Total SMS MPS
AT&T, T-Mobile, Verizon
75 - 100
50 - 74
1 - 49
Low Volume Mixed