With the rise of business messaging, U.S. carriers have introduced 10‑digit long code (10DLC) regulations and tightened A2P (Application‑to‑Person) compliance requirements. The goal? To protect consumers and ensure high deliverability for legitimate traffic. If you’re planning to send SMS messages—whether for marketing, notifications, support, or even via toll‑free (1‑800) numbers—you need to understand and navigate these rules. This guide walks you through everything your organization must do to get SMS service up and running today.

What is A2P 10DLC?

A2P (Application‑to‑Person) SMS refers to messages sent from software applications rather than a personal handset. 10DLC is the carrier‑sanctioned method for A2P SMS on standard 10‑digit phone numbers in the U.S. It provides a registered, higher‑throughput alternative to using unregistered long‑codes, while avoiding the high cost and long setup of short codes.

Possible Use Cases

• Marketing Campaigns
  • Bulk promotions, limited‑time offers, event invites.
  • Example: “Summer Sale: 20% off all services this week only—reply YES to claim.”
• Appointment Reminders
  • Automated notifications for healthcare, service calls, client meetings.
  • Example: “Reminder: Your dental appointment is tomorrow at 10 AM. Reply YES to confirm.”
• Two‑Factor Authentication (2FA)
  • One‑time passcodes or verification links for login security.
  • Example: “Your verification code is 482915. Do not share this code.”
• Customer Support
  • Conversational support bots, case status updates, ticket follow‑ups.
  • Example: “Hi Jane, your support ticket #12345 has been updated. Reply HELP for more info.”
• Transactional Alerts & Notifications
  • Order confirmations, shipping updates, billing alerts.
  • Example: “Order #7890 shipped—expected delivery on May 1. Track here: [link].”

1. Why 10DLC & A2P Matter

• Protect Consumers: Reduce spam and unwanted messages by vetting brands and campaigns.
• Improve Deliverability: Registered traffic is less likely to be filtered or blocked.
• Avoid Penalties: Non‑compliant senders risk carrier fines, throughput throttling, or outright suspension.

2. 10DLC vs. Traditional Short Codes vs. Toll‑Free Numbers

Property	10DLC	Short Code	Toll‑Free SMS
Number length	10 digits	5–6 digits	10 digits (1‑800)
Throughput	Moderate (up to ~150 MPM)	Very high (up to 1,000+ MPM)	Medium (~3–10 MPM)
Setup time	~1–2 weeks	~8–12 weeks	~2–4 weeks
Monthly cost	Low to moderate	High (>$500/mo)	Moderate
Best for	Localized or regional A2P SMS	High‑volume marketing	Nationwide support via toll‑free

3. A2P Registration: Brands & Campaigns

To use 10DLC (or toll‑free A2P SMS) in the U.S., every business must register two things:

1. Brand Registration
   • Your legal entity: company name, address, EIN/Tax ID.
   • Completed through The Campaign Registry (TCR).
   • One brand record covers all subsequent campaigns.
2. Campaign Registration
   • Describes your message use case (e.g., “Appointment Reminders,” “Promotional Offers,” “Two‑Factor Authentication”).
   • Provides sample message templates.
   • Carries a small one‑time fee (varies by use case complexity).

Tip: Start brand registration immediately—TCR approval can take 3–5 business days.

4. Choosing Your Use Case & Traffic Type

Carriers classify campaigns by risk:

• Low‑risk (e.g., Notifications, OTP)
• Moderate‑risk (e.g., Reservation Reminders)
• High‑risk (e.g., Marketing, Promotions)

Higher‑risk campaigns incur higher fees and stricter vetting. Map your intended message flow carefully:

Use Case	Category	Fee Range
Two‑Factor Authentication	Low‑risk	$25–$50 one‑time
Delivery Alerts	Low‑risk	$15–$30 one‑time
Appointment Reminders	Moderate‑risk	$50–$75 one‑time
Marketing Promotions	High‑risk	$100–$200 one‑time

5. Technical Setup & Throughput Limits

Once registered, your SMS provider will provision your 10DLC or toll‑free number. Throughput is tied to campaign risk:

• Tier 1: ~1 message per second (~60 MPM)
• Tier 2: ~3 messages per second (~180 MPM)
• Tier 3+: higher tiers available upon request

If you need more volume, discuss a throughput upgrade with your provider (additional monthly fees may apply).

6. Opt‑In / Opt‑Out & Compliance Best Practices

To stay compliant with CTIA & carrier rules, include:

1. Clear Opt‑In
   • “Text JOIN to 12345 to receive order updates.”
2. Easy Opt‑Out
   • “Text STOP to opt out.”
3. Required Disclosures
   • Identify your business name.
   • Provide help instructions (“HELP” reply).

Message Example

“NextPointe: Your appointment is tomorrow at 3 PM. Reply STOP to cancel or HELP for more info.”

7. Monitoring, Reporting & Data Retention

• Delivery Receipts: Track success/failure for each message.
• Opt‑Out Logs: Retain records of STOP requests.
• Content Audits: Store sent message templates and timestamps.
• Data Retention: Keep logs for at least 12 months (carrier requirement).

8. Costs & Timelines Overview

Item	Cost	Timeline
Brand Registration	$0–$50	3–5 days
Campaign Registration	$15–$200 per campaign	1–2 days
10DLC Number Provision	$10–$20/month	1–2 days
Toll‑Free Number Provision	$20–$40/month	2–4 days
Throughput Upgrade	$20–$100/month	1–2 days
Message Fees (per DID)	$10–$50/month	Real‑time

9. Getting Started: 5 Steps to Launch

1. Gather your company info (legal name, EIN, address).
2. Register your brand in TCR.
3. Define & register campaigns with sample templates.
4. Provision your 10DLC or toll‑free number via your SMS provider.
5. Implement & test: send test messages, verify delivery and opt‑out.

10. Final Tips for Success

• Plan ahead: Registration & provisioning can take 1–2 weeks.
• Stay transparent: Clearly communicate to customers how & why you’ll text.
• Monitor: Use dashboards to watch throughput, complaints, and opt‑outs.
• Stay up‑to‑date: Regulations evolve—subscribe to carrier bulletins.

Adhering to 10DLC and A2P compliance not only keeps you out of carrier trouble but also boosts your deliverability and customer trust. By following this guide, you’ll be fully equipped to launch a successful SMS program—on time and on budget.

Questions? Reply to this email or contact your NextPointe representative for personalized assistance.

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