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Introduction to 10DLC

U.S. carriers are moving away from allowing unsanctioned long codes and have launched 10DLC as a sanctioned A2P commercial-type messaging service for standard (non-toll-free) long codes. In order to create this sanctioned channel, carriers must know who is sending messages and what messaging is being sent. This sanctioned service requires all brands sending A2P content to be registered through The Campaign Registry (TCR). The carrier objective is to protect consumers from unwanted spam while still allowing verified brands to send commercial traffic.

The Campaign Registry (TCR) provides information about the registered brands to the carriers. Because messages are “authorized”, carriers can provide a more reliable messaging service for ten-digit long codes who are registered and adhere to carrier codes of conduct.

10DLC Registration

TruReach Deliver Aerialink provides a registration portal for reseller customers to register downstream customer brands and their campaigns. A user guide for this portal can be found here on the docs site. We are integrated with TCR platform so that you don’t have to contract directly with TCR, although Independent Software Vendors (ISVs) can choose to contract directly with TCR for registrations if desired, and select iconectiv as their connectivity partner for message delivery and text enablement.

All brands, campaigns and associated long codes looking to send A2P traffic via long code must be registered. If you are an ISV, all of your downstream customers must be registered. Once a brand is “verified” by TCR, they are allotted the carrier-default terms for throughput and the daily outbound message maximum which differ by carrier (see T-Mobile and AT&T thresholds.)

Read the article below about 10DLC Registration First Steps to get started.

Campaign Attributes

For registration purposes, messaging traffic is categorized by pre-defined message use case(s) and requires that all brands and campaigns support specific attributes:

  • SUBSCRIBER OPT-IN - the campaign is collecting and processing consumer opt-ins
  • SUBSCRIBER OPT-OUT -the campaign is collecting and processing consumer opt-outs and permits use of the “STOP” keyword to opt out.
  • SUBSCRIBER HELP - the campaign has implemented a message reply for the “HELP” keyword which provides customers sender contact information and opt-out instructions.

T-Mobile Special Business Review

A single campaign can have up to forty-nine (49) long codes. When a campaign has a requirement for fifty long codes or more, an exception request called A Special Business Review must be submitted to T-Mobile to request a “Number Pool”. Common acceptable reasons to have fifty or more long codes for one campaign include businesses with dedicated lines for agents or a franchises with multiple locations, each with their own local number. Additionally, a single campaign with a requirement to send greater than 200,000 outbound messages in one day also requires a T-Mobile Special Business Review.

Please let us know asap if your brand downstream brands will need an exception case submitted and we will do that on your behalf. On a date To Be Announced, T-Mobile will impose a $5000 review fee for each exception submission.

10DLC Fees

There are new industry pass-through fees associated with this 10DLC service, from per message inbound and outbound carrier surcharges, to carrier activation and non-compliance fees, to The Campaign Registry one-time fees, monthly registration fees, and 3rd Party Vetting fees.

10DLC Registration First Steps

Step 1 - Gather Brand Information

A brand is a business or individual behind the campaign and the entity responsible for the messaging content in a campaign. As your Campaign Service Provider, TruReach Deliver Aerialink submits your brand and campaign details to the 10DLC Registry. The Registry will perform verifications of every brand registered.

Here is a short list of typical brand information required.

  • Company’s legal name
  • Brand URLs
  • Contact information
  • Tax ID/ Employee ID Number (EIN)

Step 2 - Assess Use Cases

How are you using long codes for messaging currently? Categorize your message content based on the use cases outlined below. Here is a preview of some of the information required to register each campaign:

  • Use case
  • Campaign description
  • Sample message
  • Weblinks in your message content
  • Opt-in and opt-out information
  • 10-digit number for message delivery

Some special campaign use-cases require the brand to be vetted by a participating vetting provider.

Step 3 - Choose Long Codes

Note: a single number cannot be associated with more than one campaign.
Carriers expect that standard campaigns will utilize only one long code for sending and receiving messages. However, there can be exceptions. For instance, a company with multiple locations, each with a different text-enabled number sharing the same customer care use case could potentially qualify for an exception. We can request that the carrier reviews the special use case.

Step 4 - Submit for Registration

Submit your campaign for registration via the iconectiv 10DLC portal or directly contract with TCR. When successfully registered, each campaign will be assigned a campaign ID, which is used to tag all long codes in that campaign.

Please be sure to stay aware of any and all associated fees prior to registering.

10DLC Use Cases

The Campaign Registry requires that use case is declared at the beginning of the campaign registration process. Pre-defined Standard Use Cases are immediately available for all qualified, registered brands. Special Use Cases are sensitive or critical in nature and may require third-party vetting or pre/post-registration approval by MNOs. Requirements may vary according to each MNO. Certain details of special use cases are still being finalized by the carrier ecosystem.

Note that use cases below with a value greater than zero indicated in the “MIN SUB-USECASES” column must include the indicated minimum number of sub-usecases at the time of submission. Use cases which do not indicate a value cannot include sub-usecases. Use cases which indicate a value of zero may include sub-usecases if desired. The maximum number of sub-usecases which can be included with one campaign use case is five. Use cases marked with a “YES” as a “VALID SUB-USECASE” may be used as a sub-usecase for other campaigns.

2FATwo-Factor Authentication (2FA), One-Time Password (OTP), Password reset-YES
Account NotificationReminders, alerts and notifications-YES
Customer CareAll customer care communication including management and support-YES
Delivery NotificationStatus of delivery of a product or service-YES
Fraud AlertFraud alert notifications-YES
Higher EducationColleges/universities and school districts outside of free-to-end-user (FTEU) messaging-YES
Low-Volume MixedCombination use cases with low throughput such as test or demo accounts1NO
MixedMixed messaging for specific consumer service industry2NO
Polling and VotingPolling and voting communications-YES
PSAPublic Service Announcement raising audience awareness about an important issue-YES
Security AlertNotification of compromised system security-YES
Agents & Franchises**For brands with multiple agents, franchises or offices in the same vertical but requiring individual localized numbers per agent/location/office0NO
Carrier Exemptions*Carrier-exempted campaigns1NO
CharityIncludes 5013C Charities. Does not include religious organizations. All 501(c) nonprofits should register their brands and campaigns ASAP to avoid the T-Mobile one-time $50 fee on all new A2P Campaign Use Case registrations beginning December 1st. 0NO
Conversational (“Proxy”)*Peer-to-peer app-based group messaging with proxy-pooled numbers or supporting personalized services and non-exposure of personal numbers for enterprise or A2P communications0NO
Emergency*Support public safety/health during natural disasters, armed conflicts, pandemics and other national/regional emergencies-NO
PoliticalPart of organized effort to influence decision making of specific group (including election campaign use cases). Available only to registered 501(c)(4/5/6) and 527 political organizations with a Campaign Verify token. Register at and select ‘Import Vetting’ on the Brand Details page to unlock the Political Use Case
Social**Communication between public figures/influencers and their communities. Examples include: YouTube Influencers’ alerts or Celebrity alerts.0NO
Sweepstakes*Sweepstakes and giveaways-NO
Trial**Large brand free trial offers with strict controls and MNO audit rights1NO

* Post-registration approval by MNO required.
** Available to MNO pre-approved resellers only.

Carrier 10DLC Specifications

AT&T 10DLC Message Class

The message class is the means by which AT&T designates trust levels for brands based on their use-cases and content.

Note that less trusted senders are subjected to more rigorous anti-SPAM policies than those with a higher level of trust. Changes to message class can be requested.

Transactions (Messages) per Second

To aid you in converting TPM (transactions per minute) to transactions per second, we have provided the below table for your convenience.

TPM per CampaignTPS per Campaign

T-Mobile Daily Message Buckets

The following chart was provided by T-Mobile. It depicts the relationship between TCR or third-party vetting scores and the bucket range allotted for daily message sending. If your brand has scored lower than expected, seek third-party vetting through TCR’s defined vetting process.

These message caps apply to 10DLC-Registered traffic and will become effective when the traffic is migrated to T-Mobile’s new 10DLC A2P Platform. Until that time, traffic towards T-Mobile will continue to be classified as P2P. When we have a scheduled date for the migration, we will send a customer notification. It is important to note that the daily message maximum is applied at the Brand level, across all campaigns. For example, if a Brand has a post-3rd Party Vetting score of 70, then the Brand falls in the 40,000 outbound messages per day tier. If that Brand has 4 campaigns, the 40,000 outbound message allotment is shared across all 4 campaigns, and when the Brand reaches that maximum within a 24 hour period. The 24 hour period begins at 12am PST.

If your expected required range is higher than any of the above range options, please submit for Special Business Review (Messaging Volume Exception).

T-Mobile Special Business Review

There are three exception processes which require the submission of a T-Mobile Special Business Review form on behalf of a brand. If any of the below exceptions apply to you or to your customers, please contact your iconectiv Account Director to ensure that T-Mobile approval is reached.

This is required for brands with one or more of the following characteristics:

  1. Fifty (50) or more long codes associated with a single brand. Note that these requests are not appropriate for Independent Software Vendors.
  2. Higher daily message volume still required after third-party vetting.
  3. Allotted messages per day must exceed 200,000.

Please note that a review fee may be associated with the submission depending on date. Please contact your Account Director for more information about any associated fees or deadlines.

Verizon Transactions per Minute

The below throughput rate is applied per-long code to all Verizon 10DLC traffic.

Message TypeThroughput
SMS6,000 transactions per minute
MMS25 transactions per second

U.S. Short Code Certification

For a short code to be certified, all required campaign components must meet carrier expectations. Remember: being legally compliant to the TCPA does not satify carrier requirements. Carriers can and will refuse to certify campaigns which uphold TCPA but do not meet their individual requirements.

Short Code Self-Check

Carriers conduct routine audits on all components of a live short-code program to ensure ongoing compliance, but this begins during the program certification process, so it is important to not only get off to a good start but sustain compliance at all times.

Ask yourself the following questions when reviewing your mobile program. If you answer “no” to any of them, your campaign is at risk of noncompliance.

  • Do all of your CTAs display opt-in instructions, a brief description of service, the word “recurring” if applicable, a message and data disclaimer and links to both Privacy Policy and mobile program Terms & Conditions clearly and conspicuously?
  • Is the “who, what, when, where, how” about your campaign obvious in your CTA?
  • Are all of your mobile programs clearly identified?
  • Have all of your mobile end-users provided express consent as defined by both the CTIA and the FCC TCPA?
  • Does your users’ consent apply solely to the program(s) for which they have expressly opted in?
  • Are your HELP and STOP keywords functioning properly, regardless of whether the end-user is opted into the program?
  • Do you present HELP and STOP information at point of opt-in?
  • Do you fulfill all opt-out requests within 72 hours of the end-user texting “STOP”?

Short Code CTA

A Call-to-Action both describes a mobile program and provides opt-in instructions to potential users. Remember: the carriers’ goal is to promote a consistent end-user experience across all short-code programs, so although some compliance language may differ depending on the type of media the CTA is published in, certain aspects remain expected across all mediums:

  • Company name
  • Program name
  • Description of offer
  • Terms & Conditions’ location
  • Privacy Policy location
  • Customer support information*
  • Opt-in Instructions
  • Opt-out Instructions (if recurring)*
  • Message & data rates disclaimer
  • “Recurring” statement (if recurring)

*Opt-out instructions and customer support information may be left out of the CTA if they are described within the Terms & Conditions and the Terms are properly linked from the CTA.

The “Why” About CTA Requirements

What the CTA provides is an answer to five “Ws” - who, what, when, where, how - to do with your mobile program. Below, we answer your “why” with in-depth explanations of which questions each compliance component answers.

WhoCompany NameAny mention of the sponsor company name in the CTA must be consistent. If the CTA mentions “ABC University” in one sentence and “ABCU” in another, this a conflict in company name consistency which will be flagged by the carriers for its potential to cause end-user confusion. Ensure that your sponsor name remains consistent throughout your CTA, even if it seems repetitive.
WhatProgram Name
Program Description
Just as with the company name, the name by which you refer to your program must be consistent throughout your Call to Action. Furthermore, the words describing what your service provides must be clear and conspicuous without hidden meaning.
WhereT&Cs Location
Privacy Policy Location
Users should be provided instructions for accessing your mobile program T&Cs and company privacy policy within your CTA, to answer any questions they may have about opting into your program that aren’t answered in the CTA itself.
Is your program on-going indefinitely or is it a one-month-long promotion? These questions must be answered in your CTA. Furthermore, while outright message frequencies expressing a detailed number of messages per time period are no longer required, programs that are subscription-based - or “recurring” - must state that fact within their CTA.
HowOpt-in Instructions
Message&Data Disclaimer
“Text PROMO to 54321” is an example of an opt-in instruction. “Message and data rates may apply” is the standard-rate service’s pricing information. All of these things should be clear on your CTA and should not require scrolling or page-turning away from other portions of the CTA to read.*

/* Note: Never use the word “FREE” for a standard campaign. Subscribers are still paying for message and data rates via their carrier.

Example Call to Action

The following is an example of a live CTA:

Text SMS to 77039 for recurring mobile marketing tips from Aerialink Messenger. Msg&DataRatesMayApply.
Privacy Policy:
Mobile Terms & Conditions:

Please keep in mind that on a web page, the T&Cs and Privacy Policy may take the form of linked text, but in print CTAs the full URL must be explicitly shown as demonstrated above.

Short Code T&Cs

Mobile program Terms & Conditions must be published and/or web-accessible and must contain the components outlined below. While multiple mobile Terms & Conditions can share the same page, each must individually meet these requirements in order for that code/program to maintain compliance. These mobile Terms may be hosted on their own mobile Terms page, or included within a distinct section of company Terms & Conditions. Review the checklist below to ensure that your mobile Terms & Conditions page meets all criteria.

For a live example of a completed Terms & Conditions page, visit our Aerialink Messenger Terms & Conditions

ComponentAdditional Requirements
STOP InstructionsClear and conspicuous with “STOP” in bold.
HELP InstructionsClear and conspicuous with “HELP” in bold.
Call to ActionMost Terms & Conditions pages require only simple opt-in instructions (e.g., “send KEYWORD to #####”). However, if the end-user will receive a phone call as a result of opting in, a full Call to Action is required on the Terms & Conditions Page.
Program/Sponsor InformationProgram name, company name and/or brand associated with the campaign
Program/Service DescriptionWhat the program is and what services it provides.
Message&Data Rates Disclosure“Msg&DataRatesMayApply,” worded thusly or spelled out, in bold.*
Frequency/Recurrence StatementIf your program will send out messages continually to the end-user post-opt-in without further end-user prompting, it must be described as “recurring.” This word should be bolded for easy location.
FCC TCPA DisclaimerThe following disclaimer is required for all marketing message campaigns:

“By opting into [Program Name], the end-user agrees to receive pre-written marketing messages from or on behalf of [Sponsor] via short code [SC#], and understands that consent is not a condition of purchase.”**
Emergency Alert DisclaimerIf your service is providing emergency alerts, you should include the following disclaimer in your Terms & Conditions:

Alerts sent via SMS may not be delivered to you if your phone is not in range of a transmission site, or if sufficient network capacity is not available at a particular time. Even within a coverage area, factors beyond the control of your wireless carrier may interfere with message delivery, including the customer’s equipment, terrain, and proximity to buildings, foliage, and weather. You acknowledge that urgent alerts may not be timely received and that your wireless carrier does not guarantee that alerts will be delivered.
Customer Service InformationA toll-free number, email address or web submission form
Privacy Policy LinkThe privacy policy linked from your mobile terms & conditions can be a general privacy policy for your company. It does not have to be specific to your mobile program.
Material T&CsIf multiple services are involved, they may share a page but must be distinct and clear from one another, and each program’s section must meet all of the requirements on this page.
Compatible CarriersA list of carriers who support your service.
Carrier Liability Disclaimer“Carriers are not liable for delayed or undelivered messages.”
ConfirmationIf a checkbox is used by an end-user to accept the mobile terms and conditions, it cannot be pre-checked.

* The phrase “standard rates may apply” is no longer accepted.
** Campaigns which are non-marketing in nature such as two-factor authentication, banking alerts, et cetera are not required to include the above disclaimer.

Short Code Use Case Approval

Carriers will approve the use case for a mobile program as long as they have a clear understanding of what your service offers. Follow the guidelines below when determining your use-case.

Standard-Rate Campaign vs. FTEU

Aerialink supports Standard-Rate messaging, which is the term used to describe programs which are not Free-to-End-User. Message and data rates may apply to mobile subscribers of standard-rate campaigns and the use of the term “free” to describe standard-rate campaigns is prohibited. Some carriers may require additional fees from FTEU campaigns to accommodate their “free” status to end-users.

Note: “Premium” message programs - which charged end-users directly either per-message or with a recurring subscription fee - are no longer supported by the mobile services industry.

Useful, Informative or Entertaining Service

Your campaign must provide a service to the end-user. This service can be useful, informative, entertaining or any combination therein. A service which prompts a user to text in “hi” to receive a response of “hi” from your system is not a sound use case on its own and may be declined by the carriers.

No Adult Content

Adult-oriented violent or sexual content is prohibited.

Requested Interaction

The information you send to your end-user must have been solicited by them. Your use case must therefore include a call-to-action whose purpose is to grab user attention and invite them not only to try the service, but instruct them on how to do so. See the Call to Action article for more information about the CTA.

Short Code Sweepstakes Programs

If your short code program is a Sweepstakes, bear in mind that you must provide answers to the following:

  1. How is the program classified as a “sweepstakes”?
  2. Can/will end-users opt into the sweepstakes via a short code or program to which they have already subscribed?
  3. Can/will end-users initiate the opt-in via a separate CTA, keyword, or other opt-in mechanism?
  4. What is your CTA? Where will it be displayed?
  5. Where are your official rules located?

Short Code MMS Certification

Short codes must be certified for MMS independently from their SMS certification, even if the same short code will be used for both services and has already been certified for SMS.

It is Aerialink’s policy to submit new certifications for SMS and MMS concurrently, as when submitted simultaneously the MMS certification comes at no additional charge, while submitting MMS later on will incur a full amendment fee. For more information about the cost of MMS certification, speak with your Aerialink Account Manager.

In order to certify for MMS via short code we must exemplify the MMS use-case - in other words, how will MMS be used to engage with the end-user on this code? As such, we will need some things from you:

  1. A summary of how you intend to use MMS on the code.
  2. An example inbound message (including image).
  3. One or more example outbound messages (including images).

Canadian Short Code Certification

When considering mobile program compliance for Canada, please don’t forget to check against Canada’s Anti-Spam Legislation (CASL).

Certification Documentation

CSC Application Form

In place of the program brief used in the United States, this CSC Application Form is slightly more detailed in its requirements. Below is listed some key information you will want to have on hand when completing this form in addition to the message content, CTAs and links to T&Cs.

  1. Party Roles - The CWTA will want to know any and all company entities involved with the short code program that is undergoing certification.
  2. “Call” Flow - You must provide not only the message responses for system keywords, but all active keywords and their associated responses involved in the flow and conduct of the mobile program.
  3. Explicit Message Frequency - While U.S. carrier standards have shifted to a simple “recurring” or non-recurring approach with regard to message frequency, the CWTA still requires that programs whose messages are recurring detail the frequency of that recurrence explicitly (e.g. “2msgs/mo,” “1msg/wk,” etc).
  4. Marketing & Traffic Projections - Even if you’re estimating, the CWTA will want to see them.

CWTA Ready for Testing Document

This form is essentially a repeat of details you will provide in your CSC Application Form, but is a concise focus on keywords, their responses and customer support information such as web pages, numbers and email addresses. Aerialink typically completes this document on behalf of our customers using the information you provide in the aforementioned CSC Application Form, but you are welcome to request and view this document at any time.

Canadian Short Code CTA

Your Canadian CTA should include a bare minimum of:

  • Opt-in Instructions
  • Msg&Data Disclaimer
  • Explicit message frequency if recurring

Aerialink Compliance articles are for informational use only. They do not constitute, and should not be taken as or in place of, legal advice. Aerialink customers are responsible for meeting all legal requirements applicable to their programs and are strongly encouraged to consult formal legal counsel.