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.
General 10DLC FAQ's:
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.
Who does 10DLC apply to?
10DLC will apply to all long code A2P traffic terminating in the US.
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?
- AT&T and T-Mobile will implement 10DLC starting February 1, 2021. AT&T does not plan to block un-registered traffic as of February or March, but will begin fining traffic starting June 1, 2021.
What do I need to do?
Once the service launches, there will be a grace period to migrate your A2P messages to 10DLC. To avoid fines and blocked messages, it is important to register your 10DLC brand (business) and campaign (messaging use case).
Can brands and campaigns be edited after they are created?
Brand: Legal Company Name and EIN are not editable. Other fields can be edited.
Campaign: 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.
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.
Are there fees associated with 10DLC?
- There is a 4$, non-refundable cost for registering a brand
- $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.
- As of March 1st, AT&T is offering a discounted rate for SMS and MMS for 60 days to allow businesses to register their 10DLC campaigns.
Beginning March 1st, the following discounted rates apply for 60 days:
- 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.
- After 60 days, the above rates will take place.
Surcharges for other major carriers are as follows:
$0.00255 to send
Free to receive
$0.005 to send
Free to receive
$0.01 to send
T-Mobile (Including former Sprint network)
$0.003 to send
$0.003 to receive
$0.01 to send
$0.01 to receive
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.
What is the limit for the number of messages per second/day, and are there deliverability improvements with 10DLC?
Message sending throughput for SMS is measured in Messages per second (MPS). Each message segment consists of up to 160 standard alphabet characters. An SMS that contains more than 160 characters, or includes non standard characters, will be sent in multiple segments.
When you register a 10DLC campaign, you get a trust score -- also known as RISQ (Routine Information and Services Quality) score -- through the vetting process. Your trust score, combined with your use case, and volumes of traffic help carriers determine MPS per 10DLC campaign.
Specific use cases, (what carriers call "Declared" Campaigns) may receive higher MPS compared to a "Mixed" or "Marketing" type use case with the same trust score. Each carrier has a slightly different method of determining maximum throughput.
Carrier specific methods for determining MPS:
- AT&T gives each campaign a “message class” after the 10DLC campaign registration is submitted. A specific throughput range is assigned to each class.
- T Mobile allocates MPS at the brand level and it works as a daily limit. So, if you have more than one campaign running, your daily quota is split across those campaigns. Brand vetting is determined after the campaign registration is submitted.
0–24 vetting score receives a 2,000 daily messaging quota
25–49 vetting score receives a 10,000 daily messaging quota
50–74 vetting score receives a 40,000 daily messaging quota
75–100 vetting score receives a 200,000 daily messaging quota
If a brand wants to improve their vetting score, they need to be third-party vetted.
- Verizon doesn’t require brands to obtain a trust score; instead, it is using filters to block any traffic it deems to be a spam risk. They have not communicated plans to limit throughput for 10DLC use cases, but you can expect healthy MPS around 30.
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.
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.
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.
Will 10DLC for MMS launch at the same time?
No, not initially - MMS will likely be delayed on the 10DLC launch.
If you have any other questions, you can chat to our support team 24/7 via your Mission Control Portal.