⚠️ T-Mobile will begin charging increased fees for traffic from numbers not registered for 10DLC effective October 1, 2021. Go to latest update.


10 Digit Long Code (10DLC) Launch

As of February 1st 2021, all long code SMS and MMS terminating to T-Mobile and AT&T have been moved to its new 10 digit long code (10 DLC) A2P service.

10DLC helps to protect customers 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 traditional long code messaging.

  1. General FAQs

  2. Who 10DLC Applies to

  3. How to register for 10DLC

  4. 1:1 Relationship for Numbers and Campaigns

  5. Limitations for Editing Campaigns

  6. What is a Brand Score?

  7. Vetting a Brand is Highly Recommended

  8. How Carriers Determine Throughput

  9. 10DLC Costs

1. General 10DLC FAQ's

Overview of what 10DLC is, and why it is happening.

What is 10 DLC?

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.

Why is 10DLC being introduced?

Carriers like Verizon are introducing 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 still 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 is the timeline for 10DLC rollout?

As of May 11, 2021 some 10DLC capabilities have been rolled out by carriers. On June 1st, T-Mobile began charging 10DLC rates for both registered and non-registered 10DLC traffic. AT&T, Verizon, and T-Mobile have not yet started filtering or throttling messages, and there will be a grace period of at least 30 days.

Does this affect (person-to-person) P2P traffic?

No, the surcharges and requirements for 10DLC don’t apply to P2P traffic. Phone numbers that have both P2P and A2P traffic should be registered under 10DLC campaigns.

Will Toll-Free Numbers (TFN) be affected by 10DLC?

No, TFN is not governed under this launch, only long codes.

2. Who 10DLC Applies To

10DLC applies to you if your business is:

1.) currently sending A2P traffic over long codes, or

2.) a reseller and your customers are sending A2P traffic over long codes, 10DLC applies to you.

What do I need to do?

The carriers are currently offering a grace period for businesses to migrate A2P messages to 10DLC. It is important to register your 10DLC brand (business) and campaign (messaging use case) to avoid fines and blocked messages in the future. The carriers have not yet announced a date when they will begin enforcing fines and blocked messages, and we plan to communicate these changes to our customers as soon as this information is available.

3. How to register for 10DLC

10DLC requires businesses to register a brand (business) and campaigns (use cases) to increase transparency regarding who is sending what. You can now register your brand and campaign self-serve via our Mission Control Portal, and our API functionality will be ready in the coming weeks.

Can I create more than one brand?
Only one brand can be created per EIN. Any additional brands would require their own unique EIN.

Can non-US brands be added while using the portal?
Currently only US brands can be added. Support for non-US brands will be added in the future. Please contact support to request adding your brand sooner.

What happens after I submit my brand and campaign?
After you submit your brand and campaign on our portal, the information is passed on for review by The Campaign Registry (TCR - the 3rd party that administers carriers' 10DLC registration system). This is a industry-wide mandatory step for all A2P 10DLC registrations.

Are there any special campaigns that are treated differently?
These are special campaign use cases: Agents and Franchises, Carrier Exemptions, Charity, Conversational Messaging, Emergency, Political, Social, Sweepstake, Large CSP Trial. These special campaigns may require pre-approval, post-approval, and/or vetting to work appropriately. This info will be displayed when transitioning next from the “Use Case Selection” page. Only AT&T and T-Mobile can be listed on the Carrier Terms Preview page. Special campaigns may not be functional on both networks. We are still gathering information about this. Other carriers like Verizon should work even though they are not listed.

If my campaign falls under a special use case, how can I be vetted for that?

Federal political campaigns can be verified via Campaign Verify, which will provide a token when you have completed their verification process. We are currently in the process of building out our API so that we can process this token when you register your 10DLC campaign with Telnyx.

What is a common reason for a Mixed Campaign use case?
A phone number can be assigned to at most one campaign. A campaign can have many assigned phone numbers. For example, if there are two campaigns: one for appointment reminders and another for marketing. The same phone number cannot be used in both campaigns. In order to use the same phone number, a "Mixed" campaign is recommended which allows for up to 5 sub use cases. AT&T message fees may be higher for Mixed campaigns.

4. 1:1 Relationship for Numbers and Campaigns

Each brand can have multiple campaigns. However, one number can only be attached to one campaign.

5. Limitations for Editing Campaigns

For brand: Legal Company Name and EIN are not editable. Other fields can be edited.

For campaigns: The only field that can be edited after being created, is the sample messages section. Currently it is not editable, and this functionality will be added soon. We are working with our partner to see if additional fields can be made editable, but it may not be allowed.

6. What is a Brand Score?

The TCR uses an algorithm to assign a Brand Score to each business that submits a 10DLC brand registration. This score is determined by specific criteria relating to your company, and carriers use this score to determine your messaging throughput, either in message segments per second (MPS) or as a daily messaging limit.

Each message segment consists of 160 standard characters, so an SMS with more characters and/or non standard characters can count as multiple message segments.

T-Mobile determines throughput as a daily messaging limit at the brand level, which means that all of your campaigns combined must share the daily limit. The tables below show the Brand Scores and corresponding throughputs in more detail.

7. Vetting a Brand is Highly Recommended

We have added the ability to vet a 10DLC brand in our portal. We highly recommend vetting your brand, for three reasons:

  1. Immediately after creating a campaign, a brand is given a brand score. The Campaign Registry recently notified us that this brand score is actually ignored and the brand is treated as a lowest tier brand, unless the company is in Russell 3000.

  2. Vetting is not guaranteed to improve your brand score, but in our experience all scores have improved after this process

  3. Brans scores are used by carriers to determine throughput.

Vetting should be done before creating a campaign, but there is a manual process to process campaigns that were created before May 26, 2011.

8. How Carriers Determine Throughput

Each of your registered campaigns will be assigned a maximum MPS, based on your Brand Score as well as the type of campaign. This MPS limit is shared across all numbers attached to your campaign, and all wireless carriers. Whether you send all traffic through one number or split it up across multiple, the same MPS limit applies.

Campaigns (Use cases) fall into three categories:

  • Declared - Specific use cases. Ex. two factor authentication

  • Mixed - A combination of multiple use cases

  • Marketing - Marketing related content

  • Special - Charity, emergency, political, and other.

Declared use cases may receive higher MPS than a Mixed or Marketing campaign with the same Brand Score.

How do I register my MMS for 10DLC?

10DLC campaigns include both SMS and MMS. While MMS throughput does not change, the carrier surcharge for MMS are higher than that of SMS. We are working to gather more information from carriers regarding MMS changes, and will communicate this when it becomes available.

Messaging Throughputs: Declared Use Cases

Brand Score

AT&T

SMS MPS

Verizon SMS MPS

T-Mobile

SMS MPS

Total SMS MPS to major carriers*

76-100

60

60

60

180

51-75

10

10

10

30

16-50

1

1

1

3

*Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be based on the MPS rate you receive with each major network, with a maximum of 30 MPS.

Messaging Throughput: Mixed / Marketing Use Cases

Brand Score

AT&T

SMS MPS

Verizon SMS MPS

T-Mobile SMS MPS

86-100

60

60

60

66-85

10

10

10

26-65

1

1

1

15-25

0.2

1

1

*Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be based on the MPS rate you receive with each major network, with a maximum of 30 MPS.

Messaging Throughput: Special

Use Case

AT&T

SMS MPS

Verizon SMS MPS

T-Mobile SMS MPS

Conversational

10

10

10

Charity

1

1

1

Social Engagement

1,000

1,000

1,000

Political

50

50

50

Emergency Services

50

50

50

Agents, Franchise, local branches

60

60

60

In addition to the MPS limitation, T-Mobile has a daily message limitation at the brand level. This means that the sum of all messages for all campaigns associated with a brand must be below the daily limit:

Brand Score

T-Mobile message limit (SMS segments + MMS) outbound

76-100

200,000/day

51-75

40,000/day

26-50

10,000/day

16-25

2,000/day

9. 10DLC Costs

Are there fees associated with 10DLC?

  • There is a 4$, non-refundable cost for registering a brand

  • There is a $50 one time cost per campaign

  • There is a monthly recurring charge (specific amount depends on use case, but ranges between $2-$10) per campaign per brand

  • These fees will be outlined in the Mission Control Portal and will be billed for 3 months initially

  • There is a per message 10DLC surcharge implemented by each carrier.

  • There is a $0.03 one time fee for assigning a phone number to campaign, or reassigning to another campaign

What are the carrier surcharges for 10DLC?

AT&T will base surcharges on message class, which is determined after you register your brand and campaign. You can see the details below.

AT&T

As of March 1st, 2021, AT&T began charging the following rates for SMS and MMS:

  • SMS is flat rated for all classes (including traffic not yet registered for 10DLC) at $0.002/message.

  • MMS is flat rated for all classes (including traffic not yet registered for 10DLC) at $0.0035/message.

AT&T will give a 60-day notice when this changes.

T-Mobile

As of June 1st, 2021, T-Mobile (and their subsidiary, Sprint) began charging the following rates for both unregistered and registered 10DLC traffic.

  • SMS: $0.003 per SMS segment outbound and inbound.

  • MMS: $0.01 per MMS message outbound and inbound.

Effective October 1, 2021, T-Mobile (and their subsidiary, Sprint) will be increasing rates for non-registered 10DLC traffic:

  • For SMS traffic from phone numbers not registered for 10DLC, T-Mobile’s carrier fee will increase to $0.004 per SMS segment. For phone numbers that are registered for A2P 10DLC, the fee will remain at $0.003 per SMS segment.

  • For MMS traffic from phone numbers not registered for 10DLC, T-Mobile’s carrier fee will increase to $0.013 per MMS message. For phone numbers that are registered for A2P 10DLC, the fee will remain at $0.01 per MMS message.

Also effective October 1, 2021, T-Mobile (and their subsidiary, Sprint) will begin charging the following fees:

  • Campaign Service Activation - this pass-through fee is charged by T-Mobile for each campaign provisioned ($50)

  • Campaign Service Migration - this pass-through fee is charged by T-Mobile for each campaign provisioned ($50)

  • NNID Registration and Setup - this pass-through fee is charged where a customer requires the creation and use of an NNID separate from the default NNID that Telnyx provides to be used for new 10 DLC programs. ($2,000)

  • Non-compliance fees:

    • Text Enablement - this pass-through fee applies if T-Mobile receives a complaint where you or your message sender text-enables a 10-digit NANP telephone number and sends messages prior to verification of message sender ownership. ($10,000)

    • 10DLC Messaging Program Evasion - this pass-through fee applies if a program (per incident) is found to use evasion techniques like snowshoeing, unauthorized number replacement, and dynamic routing. ($1,000)

    • Content Violation - 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, or messaging that meets the threshold of a Severity 0 violation per the CTIA Short Code Monitoring Handbook. ($10,000)

T-Mobile will not be charging the Special Business Review Request fees or the Grey Route Noncompliance fee at this time. T-Mobile will provide a 30-day notice before beginning to charge for these.

Other Carriers

Surcharges for other major carriers are as follows:

Carrier

Surcharge (SMS)

Surcharge (MMS)

Verizon Wireless

$0.00255 to send

Free to receive

$0.0052

U.S. Cellular

$0.005 to send

Free to receive

$0.01 to send

All commercial long code traffic will be subject to the carrier fees regardless of your provider. We’ll pass this fee through with no additional markup.

If you have any other questions, you can chat to our support team 24/7 via your Mission Control Portal.

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