10 DLC

On March 1, 2021 changes to national messaging regulations came into effect in the United States with the introduction of 10DLC. 10DLC is a local 10-digit phone number that requires campaign registration and supports throughput levels suitable for SMS campaigns – up to 30 Messages Per Second (MPS). 10DLC is sanctioned by the mobile carriers for A2P messaging and changes are meant to provide a reliable user experience, better deliverability and higher messaging speed. Customers should be aware of the following changes: Your brands, and messaging campaigns per use case, should be registered and approved before going live in the US. You can check the step-by-step guide below. US numbers can no longer be shared by different brands/customers. If you are sending from multiple brands, each brand will need to have their own dedicated 10DLC. US carriers have introduced additional charges for brand and use case registrations as well as carrier fees per message. Changes to pricing will be explained below. Each 10DLC will be allowed to send 30 MPS with a total volume of 200,000 messages a day, however carriers will determine the actual throughput after registration. More information on this has been mentioned below. The US regulator will have better control over message content and practices. For you to navigate this, the CTIA has a guideline with Messaging Principles and Best Practices which explains minimum requirements and forbidden practices or content that is not permissable.

Use Cases Accepted

Standard Use Cases may be available shortly after the use case registration for all qualified registered Brands and do not require vetting or pre/post-approval by Mobile Network Operators.

  • 2FA – Any authentication, verification, or one-time passcode
  • Account Notifications – Standard notifications for account holders, relating to and being about an account
  • Customer Care – All customer interaction, including account management and customer support
  • Delivery Notifications – Information about the status of the delivery of a product or service
  • Fraud Alert Messaging – Messaging regarding potential fraudulent activity on an account
  • Higher Education – Campaigns created on behalf of Colleges or Universities. It also includes School Districts and educational institutions that fall outside of any “free to the consumer” messaging model
  • Marketing – Any communication with marketing and/or promotional content
  • Polling and voting – Requests for surveys and voting for non-political arenas
  • Public Service Announcement – An informational message that is meant to raise the audience’s awareness about an important issue
  • Security Alert – A notification that the security of a system, either software or hardware, has been compromised in some way and there is an action you need to take
  • Low Volume Mixed – For Brands that have multiple use cases and only need very low messaging throughput. Examples include: test or demo accounts, small businesses (single Doctor’s office, single Pizza shop etc)

Special Use Cases are sensitive or critical in nature and may require vetting or pre/post-registration approval by Mobile Network Operators. Requirements may vary according to each MNO.

Use cases requiring post-registration approval by MNOs

These use cases may be approved during campaign registration, but are still subject to a check done by the MNOs themselves. It is possible that your campaign is registered, but the MNO rejects your use case, which means you will not be able to send traffic.

  • Charity – Communications from a registered charity aimed at providing help and raising money for those in need. Includes only 501c3 Tax-Exempt Organizations. Does not include Religious organizations. 
  • Proxy – Peer-to-peer app-based group messaging with proxy/pooled numbers. Supporting personalized services and non-exposure of personal numbers for enterprise or A2P communications. This means that this use case can only be selected if you are using number masking in your communication.
  • Sweepstakes – All sweepstakes and ‘giveaways’ messaging. 
  • K-12 Education – Campaigns created for messaging platforms that support schools from grades K-12, and distance learning centers. This is not for Post-Secondary schools.
  • Agents; franchises; local branches – Brands that have multiple agents, franchises or offices in the same brand vertical, but require individual localized numbers per agent/location/office.

Use cases only available for pre-vetted brands

  • Political (Election Campaigns) – Part of an organized effort to influence decision making of specific group. Available only to registered 501(c)(4/5/6) and Orgs with a Campaign Verify token

Additional Costs

Please note below info is subject to change.

T-Mobile requires brand and use case registrations. As of March 1st, 2022, T-Mobile will apply:

  • T-Mobile Use Case Registration fee: US$50 one-off per registered use case.
  • T-Mobile Use Case Migration fee: US$50 one-off per migrated use case.
  • Additional carrier pass-through fees are added to EnableX’s outbound rates. 
  • Messaging blocking is expected for any unregistered traffic at the operator’s discretion.

AT&T requires brand and use case registrations.

  • AT&T Use Case Subscription fee: cost varies based on the use case.
  • Additional carrier pass-through fees are added to EnableX’s outbound rates. 
  • Messaging blocking is expected for any unregistered traffic at the operator’s discretion.

Verizon doesn’t require brand and use-case registrations.

  • Additional carrier pass-through fees are added to EnableX’s outbound rates. 
  • Messaging blocking is expected for any unregistered traffic at the operator’s discretion.
  • It has not communicated any plans to limit the throughput for 10DLC use cases. 

Both U.S. Cellular and TextNow also don’t require brand and use case registrations.

  • Additional carrier pass-through fees are added to EnableX’s outbound rates. 
  • Messaging blocking is expected for any unregistered traffic at the operator’s discretion.
  • It has not communicated any plans to limit the throughput for 10DLC use cases

Additional Registration Charges 

US operators have introduced additional charges for brand and use case registrations, which Enablex will pass along to our customers, in USD:

Brand Registration Fee
Applicable to any brand which is currently not registered through Enablex at the Campaign RegistryUS$ 4 one-off (also applicable for Brand re-submission)
Brand Secondary Vetting FeeFee for Brand vetting. Secondary vetting is an additional brand review done by the carriers which may allow for higher throughput.US$ 40 one-off (optional)
T-Mobile Use Case Registration FeeT-Mobile Migration fee per migrated 10DLC & Use CaseUS$50 one-off
(applicable from March 1st, 2022)
10DLC Use Case Subscription FeeMonthly cost applied to each active use case US$10 – billed US$120/year. Enablex requires a 12-month minimum commitment. Valid for most use cases.

Low Volume Mixed – US$2 – billed US$24/year. Enablex requires a 12-month minimum commitment.

Charity – US$3 – billed US$36/year. Enablex requires a 12-month minimum commitment.

Emergency – US$5 – billed US$60/year. Enablex requires a 12-month minimum commitment (not supported at this moment).

Sole Proprietor – US$0.75 – billed US$9/year. Enablex requires a 12-month minimum commitment (not supported at this moment).
T-Mobile Special Business Review feeThe following use cases qualify for special review request:
Number Pooling — When your use case requires 50 or more 10DLC numbers associated with a given brand.

Higher Daily Limit — A daily maximum volume exceeding 200,000 messages or more per brand
$5,000 one-off per request (waived until further notice)

Additional Carrier Pass-through Fees

There are additional Carrier Pass-through* fees per message on top of Enablex message rates. These are being finalised by the operators and are subject to change. 

*Note: These additional costs will be added to current Enablex message rates and monthly number rental fees. Message charges will continue to be: Base Enablex message rate + Surcharge to destination carrier = Total message cost.

US Carrier NameSMS / Carrier fee in USDMMS / Carrier fee in USDMessage Direction 
T-Mobile USA / Metro PCS / Sprint$.0030$.0100Outbound & Inbound
T-Mobile USA / Metro PCS / Sprint 
Unregistered Traffic
$.0040$.0130Outbound & Inbound
AT&T$.0020$.0035Outbound only
AT&T Unregistered Traffic$.0040$.0050Outbound only
Verizon$.0025$.0050Outbound only
U.S. Cellular$.0050$.0100Outbound only
TextNow$.0020$.0020Outbound only

NOTE: Unregistered traffic via 10DLC will continue to be subject to P2P spam policies and messaging blocking is expected for any unregistered traffic at the operator’s discretion. From March 1st, 2022 registration for A2P traffic via 10DLC is mandatory.

What information do I need to gather?

In order to set up your 10DLC correctly, you will need to register your Brand as well as create a Campaign Brief. Your Brand is the entity for which you are registering; you will register each use case within your Brand as a Campaign Brief. Below you will find the information we need from you to action each request:

Brand Registration

ItemDescription
Legal company nameThe official (legal) name of your business
DBA (Doing Business As) or Brand nameIf brand name is different from legal name
Country of registrationCountry where your business is registered
Tax ID/Employer Identification Number (EIN)Companies based outside the US should provide a business identification number for their country
Website URLURL of your company website
Company addressPhysical address of your company
Type of companyIndividual • Private Company • Publicly Traded Company • Charity or Non-Profit Organisation
If public company: stock symbol
If public company: stock exchange
Business VerticalAgriculture • Communication and Mass Media • Construction and Materials • Education • Energy and Utilities • Entertainment • Financial • Gambling Lottery • Government • Healthcare • Hospitality and Travel • Insurance • Manufacturing • Non-Government Organization (NGO) • Real Estate • Retail • Information Technology
Contact detailsName, email, and mobile number for a representative

Campaign Brief (Use Case)

ItemDescription
Use caseStandard: 2FA • Account Notifications • Customer Care • Delivery Notifications • Fraud Alert Messaging • Higher Education • Marketing • Polling and Voting • Public Service Announcement • Security Alert • Demo accounts

Special: Carrier Exemptions • Charity • Conversational Messaging • Sweepstakes • Emergency • Social • Political
Campaign name
Campaign descriptionHow will you use the 10DLC?
Sample messageA maximum of 5 samples can be provided
Campaign attributes – Subscriber opt-in Y/NAre you collecting and processing consumers’ opt-in? For most informational alerts and promotional SMS programs, the end-user must give express permission before a business sends them a text message. End-users may give permission over text, on a form, on a website, verbally, or with written permission. You may be requested to provide proof of opt-in mechanism.
Campaign attributes – Subscriber opt-out Y/NAre you collecting and processing consumers’ opt-out? For most use cases, businesses must ensure that end-users have the ability to opt-out of receiving messages at any time. It can be supported via different mechanisms, including phone calls, email, or text. Example: end-user replies with keyword STOP to unsubscribe. Then, the content provider sends a final message to confirm that the end-user was unsubscribed and no further messages will be sent. You may be requested to provide proof of the opt-out mechanism.
Campaign attributes – Subscriber help Y/NHave you implemented message reply providing consumers on how they can contact the content provider for customer care?  Example: end-user replies with HELP for support. Customer care requires a toll-free number or email. You may be requested to provide proof of help mechanism.
Campaign attributes – Embedded link Y/NIs there a URL in your message content? Public URL shorteners are not accepted.
Campaign attributes – Embedded phone Y/NAre you using a phone number within your messages other than the required HELP contact phone number?
Campaign attributes – Number pooling Y/NAre you using multiple 10DLC instead of a single number? Only required for specific (special) use cases.
Campaign attributes – Age gated Y/NFor age-gated content. Example: an end-user is asked to put in their date of birth or otherwise represent their age before subscribing to an age-restricted messaging program. Please note that Messaging programs with SHAFT content (sex, hate speech, alcohol, firearms, and tobacco) are not allowed on any carrier network.
Campaign attributes – Direct lending Y/NIs it related to money lending or loan arrangements?
Campaign attributes – Affiliate marketing Y/NIs affiliate marketing being used or has it been used in the construction of this messaging program?
Associated 10DLC for your use case

Note: Are you a current Enablex customer who is migrating your long-codes to the 10DLC standard? If yes, please inform us which of your number(s) you would like to associate to each use case. This information can be shared via spreadsheet if needed. e.g. +1 XXX XXXXXXX assigned to 2FA use case

How can I set up my 10DLC?

In order to set the 10DLC up for messaging, please follow the below steps:

  1. Before applying for 10DLC Registration, make sure you have one (or more) dedicated 10DLC (US SMS Number) linked to your account. You can buy a Number in your Dashboard and you can read here how to buy a Number: Buy a Virtual Mobile Number (VMN)
  2. Gather the information regarding both your Brand Registration as well as your Campaign Brief as outlined above. 
  3. If you have multiple Campaigns, choose and note down which 10DLC will be used for each of your Campaigns. 
  4. When you have the above information ready, you can apply for registration by completing this application form
  5. You will receive an invoice for the registration costs. Once we have received payment we will proceed with the next step.
  6. Enablex will process your request with the regulator and keep you informed on your registration status. This process should take approximately one week. When your request has been approved your use case will be assigned a Campaign ID that is linked to the respective 10DLC. 
  7. You can now start sending the registered campaign. Make sure that you are using the right 10DLC as the originator for the right campaign.

How can I set up my 10DLC if I have a number pool and shared numbers?

Number pooling is a method for automatic allocation of numbers, which was used to facilitate message delivery before 10DLC implementation.

Nowadays, each 10DLC supports high throughput levels suitable for business A2P SMS messaging. In general, number pools are not needed – except on specific use cases – and their indiscriminate use can result in traffic blocking. Number pooling is a method for automatic allocation of numbers, which was used to facilitate message delivery before 10DLC implementation. We advise all Enablex customers to remove and cancel all additional numbers from the pool and select only one 10DLC per use case before starting the registration process.


NOTE:

  • Each 10DLC must always be associated with a campaign and cannot be shared between multiple brands. Shared numbers among brands are forbidden.
  • Number pools for the purpose of higher throughput are not allowed nor necessary when you use a registered 10DLC. Number pools should be used only when required for business purposes, for example, in case the same campaign will be used by multiple brand shop branches . If your brand requires the use of a number pool, please make sure to list all your numbers that should be linked to that use case. 
  • You are allowed to register up to 49 numbers per use case for each brand. The allocation of 50+ numbers under the same brand and use case will be subject to operator’s review at cost.
  • Note that adding more numbers doesn’t affect the total throughput.