What is changing?

As of November 3, 2022, 10DLC Starter brands will no longer be supported by our infrastructure partner, Twilio. Any Salesmsg account not already configured for 10DLC Standard will need to be set up on 10DLC Low Volume Standard or Standard immediately to avoid more expensive carrier fees and filtering.

Why is this happening?

The Campaign Registry (TCR) and US carriers require that every company with a Tax ID (EIN) needs to declare the EIN in order to use 10DLC messaging. Twilio will enforce this requirement and other related requirements on existing Starter Brand registrations, and encourage customers to register for Standard Brands for new registrations.

Sole Proprietor Brands (what Twilio calls Starter Brands) are intended for hobbyists and small or individual businesses without an EIN, DUNS, or other Federal Tax Registration number. Sole Proprietor Brands are intended for limited use, and the new guidelines enforce this limited use. All companies sending SMS traffic that do have an EIN, DUNS, or other Federal Tax Registration number must register for one of the two 10DLC packages to avoid higher SMS/MMS fees and carrier filtering.

TCR’s changes are aligned with broader U.S. industry goals to drive towards a verified business messaging ecosystem through registration and verification.

How do I register for 10DLC (Low Volume or Standard)?

Depending on your messaging volume, you can register for one of two options:

  1. Low Volume Standard - If you have a tax ID and send fewer than 6,000 message segments per day, you should re-register for a Low Volume Standard Brand.

    • One-time registration fee of $4

    • Monthly campaign cost of $2/mo for mixed-use case or $10/mo for standard campaign types

  2. Standard - If you have a tax ID and send more than 6,000 message segments per day, you should re-register for appropriate campaign types within Standard Brands. Standard brand registration includes secondary vetting which can dramatically improve your brand's trust score and result in significantly higher messaging throughput (speed per message). If you're on the fence based on your daily messaging volume, we'd strongly recommend Standard registration. Trust us, it's worth it.

    • One-time registration fee of $44

    • Monthly campaign cost of $10/mo

📦 Low Volume Standard

🚀 Standard

Throughput (Msg Per Sec)

1.25 MPS

4 - 225 MPS (Based on Trust Score)

Daily Msg Limits

< 6,000 Per Day

Up to 200,000 per day

Brand Registration

Business (EIN Required)

Business (EIN Required)


Register via Salesmsg

Register via Salesmsg

10DLC Carrier Fees*

SMS - $0.002 to $0.003

MMS - $0.0035 to $0.01

SMS - $0.002 to $0.003

MMS - $0.0035 to $0.01

What's the cost to register?

Sole Prop (upcoming)

Low Volume Standard


Brand registration fee (one time)




Secondary vetting fee (one time)




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)




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What happens if you don’t take action?

Unregistered messaging traffic will be subject to more expensive carrier fees and are significantly more likely to receive carrier filtering. Trust us, it's worth it to register for 10DLC.

If your account is not configured for 10DLC Low Volume or Standard, your messaging carrier fees will be more expensive. Unregistered traffic fees are as follows:

  • $0.002 per outgoing message on AT&T

  • $0.001 per outgoing and incoming message on T-Mobile

How long does 10DLC approval take?

Registration can typically be completed in a few minutes if you've already collected all of the required information. If you are registering a US-based business, you'll need to have your Employer Identification Number (EIN) ready when you begin registration. In the event that there is a discrepancy with the information you provide, a manual review may be required for Secondary Vetting which can take up to 7 days.

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