What Is 10DLC, and How Does It Affect Your Business?

Are you still relying on outdated short and long code numbers for your business communications? It’s time to upgrade to the new 10DLC system. Modern businesses understand the importance of expanding their networks and effectively communicating their messages.

With communication tools like email and social media texting readily available, it’s crucial to stay current. Enter A2P 10DLC, a new communication technology launched in the United States on AT&T on April 1, 2021. 

This advanced 10DLC system enhances customer experience and ensures efficient message delivery. Let’s explore what 10DLC is and how 10DLC affects your business messaging experience.

 What is 10DLC?

10DLC stands for 10-digit long code. It’s a specific type of phone number used by businesses in North America for A2P messaging.

10-digit extended code is also a service lent by wireless operators in the United States that supports Application-to-Person (A2P) SMS through long-code telephone numbers. 

In this context, the term “10-digit long code” says it all; it means an ordinary American local phone number comprising ten digits (including an area code abbreviation). 

Businesses can use 10DLCs to send a high volume of messages, including promotional messages, special offers, and provide updates to their customers.

Carriers are not required to support 10DLC; it is up to them whether they want to. Nevertheless, many major carriers have already committed to doing so, and most are expected to follow suit in the near future.

How does 10DLC work?

Bulk text messages are generally not sent or received on most phone numbers. Whether users receive texts or phone calls, wireless network operators are responsible for protecting them from unwanted solicitations.

In the past, businesses could send text messages to their customers using SMS short codes (generally five or six digits), toll-free numbers like 1-800 numbers, or local long codes. 

A lengthy registration process, limited sending capabilities, and expensive pricing are just a few drawbacks of all these options. By registering a dedicated local long-code number for their brand, 10DLC allows businesses to whitelist that number with carriers effectively. 

Here is the general process of 10DLC work:

Registration:

• Businesses that want to use 10DLC for A2P (Application-to-Person) messaging must register their numbers with a service provider approved by the Campaign Registry (a central industry body).
• This registration process verifies the business and the types of messages it plans to send (e.g., appointment reminders and marketing offers).

Campaign Approval:

• Once the business is registered, each messaging campaign they plan to run must be registered.
• This ensures carriers understand the content and purpose of the messages, further reducing the risk of spam.

Routing and Delivery:

• Registered 10DLC messages are routed differently than regular text messages.
• Carriers can identify them as legitimate business messages, reducing the chance of being filtered as spam.
• This increases the likelihood that your customers will receive your texts.

What are the benefits of 10DLC?

If you are starting or running a business, 10DLC is a game-changer to level up your business. Here are some benefits of texting with an A2P 10DLC or 10DLC number:

1. Budget-friendly and adaptable

A2P 10DLC will allow businesses of all sizes to personalize their campaign messages’ styles and means, such as SMS marketing and swallowed-way phone conversations, among other services available under the same platform, to fit their unique or dynamic desires.

It is also cost-effective compared to other shortcodes and toll-free numbers.

2. Enhanced delivery rates

Mobile carriers arrange messages in order of importance by obtaining reputation scores from TCR (The Campaign Registry). This improves the rate at which messages are delivered and reduces the chances of undelivered text messages, guaranteeing timely notifications and promotions on 10DLC communications delivered to the right audience in their inboxes.

3. Meeting compliance requirements

A2P 10DLC is a validating method that allows only genuine companies with 10DLC numbers to transmit messages. It is important because it helps prevent unwanted content from illegitimate sources by obtaining consent from content consumers. This is how it adheres to the Telephone Consumer Protection Act (TCPA) and Cellular Telecommunications Industry Association (CTIA) regulations.

4. Greater audience involvement

Local phone numbers build customer trust and engagement by conveying familiarity and authenticity. Improved deliverability and reliability promote positive interactions and loyalty. Two-way messaging enables seamless customer communication, allowing clients to begin conversations demonstrating a customer-centric approach.

What are the limitations of 10DLC?

10DLCs, or 10-digit long codes, have several limitations, including:

Registration and approval: Businesses must register with The Campaign Registry (TCR) and get approved before using a 10DLC to text customers. This process can take up to two weeks.

Carrier filtering: Mobile carriers may filter or block messages they deem objectionable, but they don’t provide a reason behind blocking messages.

Throughput limits: 10DLCs have caps on how many texts can be sent per day to subscribers of a particular carrier, and these caps depend on the organization type. For example, AT&T allocates throughput on a text-per-minute basis. If throughput is exceeded, messages may be rejected but could still be billable.

Vetting score: TCR assigns a vetting score from 0-100 to each brand, and higher scores provide access to higher throughput and message limits.

Code of conduct breaches: Organizations that don’t meet requirements or have a low Trust Score as determined by TCR may face SMS filtering, throttling, or blocking, as well as potential fines for breaching codes of conduct.

Privacy policy: Organizations must explicitly state in their privacy policy that they don’t share or sell personal information with third parties without consent and how to opt out of further communications.

What does 10DLC compliance mean for business?

The 10DLC compliance standards were created by carriers (communication companies) in the US for companies transmitting Application-to-Person messages through 10-digit phone numbers to ensure that messaging is delivered or carried out transparently, securely, and within the confines of communication compliance and regulation.

How do carriers ensure compliance?

When Telephone Consumer Report (TCR) finds a company on its list of those who can be trusted, it provides them with a ten-digit communication line number and trust evaluation. 

These providers can use this trusted rating to prioritize messages while noting that the more they are known for fairness in society, the more likely their messages will be delivered faster.

Hence, enhanced throughput or rate per second on sending texts is measured in terms of the total number per SMS sent within one second, among other metrics used by system operators to describe service volumes like bandwidth or call minutes.

Consequences of non-compliance

After August 31, 2023, all mobile carriers start blocks from unregistered 10DLC numbers. Carriers also impose hefty fines and non-compliance fees on businesses that fail to gain TCR approval. 

What is the difference between 10DLC, shortcodes, dedicated long codes, and toll-free numbers?

FAQs

What is 10DLC?

10DLC stands for 10-digit Long Code. 10DLC messaging lets businesses send sanctioned Application-to-Person (A2P) messaging traffic over local phone numbers, also known as “long codes.”

Is 10DLC only for SMS messages?

No, it’s for both MMS and SMS messages. 

Can I switch from short-code to 10DLC?

Yes, but consider factors like brand recognition, message volume, and potential cost changes before switching.

How to avoid 10DLC violations?

Please ensure the information you provide during registration is complete and accurate, including a detailed description of your use case and sample messages.

A2P 10DLC registration time: how long does it take?

A2P 10DLC configuration is faster than short codes. Once you have the information you need, registration usually takes a few minutes. However, manual verification may take up to 7 days if there are inconsistencies in your details.