Intro

Welcome to Talkroute’s guide on 10DLC campaign registration. As businesses increasingly rely on text messaging to communicate with customers, ensuring that these messages are delivered efficiently and comply with regulations is more important than ever.

10DLC (10-Digit Long Code) numbers offer a reliable and cost-effective solution for businesses to send messages using local phone numbers. However, to maintain the integrity and effectiveness of this communication channel, all business messaging using local phone numbers must be registered with The Campaign Registry (TCR).

In this article, we will walk you through everything you need to know about 10DLC and the registration process. We will cover who needs to register, what steps you need to take, best practices for compliant messaging, key terms you should be familiar with, and provide samples along the way.

Whether you're new to business text messaging or transitioning from using a personal cell phone for business purposes, this guide is designed to help you navigate the 10DLC registration process smoothly and ensure your messages reach your customers without any issues.

Let’s get started!

What is 10DLC and The Campaign Registry?

10DLC (10-Digit Long Code):
10DLC refers to a type of long code that is approved specifically for business messaging. Unlike short codes, 10DLC uses a standard 10-digit phone number and is designed for Application-to-Person (A2P) messaging. This means businesses can use these numbers to send messages to their customers in a way that is scalable, reliable, and compliant with industry regulations.

How is 10DLC different from a normal personal cell phone number (P2P)?
While 10DLC and personal cell phone numbers (also known as Person-to-Person or P2P numbers) both use 10-digit phone numbers, there are significant differences between them, particularly in terms of usage, regulation, and capabilities. All text messaging traffic with Talkroute phone numbers are considered A2P:

Campaign Registry
The Campaign Registry (TCR) is an organization that manages the registration of 10DLC campaigns. It ensures that business messaging adheres to carrier regulations and helps to mitigate spam and fraudulent messaging. By registering, you gain legitimacy and improve your message deliverability. Talkroute will collect the required information for registration and submit it to TCR on your behalf. 

Who needs to register?

Any business or organization that sends or responds to text messages using a 10-digit local phone number with Talkroute need to register a campaign. This includes both current and new customers who use Talkroute’s text messaging services. Effective 9/30/24, local phone numbers cannot be used to send text messages without an active campaign.

The 10DLC registration requirements are for any kind of business text messages, whether they are marketing text messages or individual conversational messages. Essentially any messages that are sent or replied to using local Talkroute phone numbers will be impacted by this change.

Current Customers: If you are already using Talkroute’s text messaging services for your business, you need to register your 10DLC campaigns to comply with carrier regulations and ensure your messages are delivered reliably.

New Customers: If you are new to Talkroute and plan to use text messaging as part of your business communication strategy, you must register your campaigns before starting to send messages. This registration is essential to establish your legitimacy and avoid having your messages flagged as spam.

What if I don't engage with message campaigns and just use texting for conversational messages?

Carriers are requiring that all 10DLC A2P (application to person) phone numbers be registered with the campaign registry. All Talkroute phone numbers are considered AP2 , therefore requiring registration. The 10DLC registration requirements are for any kind of business text messages, whether they are marketing text messages or individual conversational messages. Essentially any messages that are sent or replied to using local Talkroute phone numbers will be impacted by this change.

By registering your 10DLC campaigns, you not only comply with industry regulations but also enhance the trust and deliverability of your messages, ensuring that your communications reach your customers effectively.

Pricing

To comply with the new 10DLC requirements, several fees may apply during the registration process. Some fees are charged per submission attempt so it is important to make sure the information on your registration form is accurate to avoid delays, rejections, and possibly additional submission fees .

Below is a breakdown of the potential costs:

• Brand Fee: $4 per attempt. This fee is charged each time a brand registration attempt is made, even if the attempt fails.
• Campaign Vetting Fee: $15 per attempt per campaign. This fee applies each time your campaign is reviewed for compliance, even if the attempt fails.
• Campaign Fee: Starting at $1.50 per month. This recurring fee is charged to maintain your active 10DLC campaign. 
• Number Pooling: $100 (one-time fee). This fee applies if you register more than 49 numbers under a single campaign.

For select special use cases, multiple brands, multiple campaigns, or higher-tier campaign types may be required. Our team will notify you if your account falls under any special use cases upon reviewing your registration form. 

Toll-free phone numbers require a similar verification process, however, there are no additional fees involved. If you wish to swap your local phone number for a toll-free phone number, please let us know.

Please see our Pricing Page if you have questions on what fees are included in your plan. 

What do I need to do?

• Complete the Registration Form
  You need to fill out the 10DLC Campaign Registration Form provided by Talkroute. This form collects necessary information about your business and the type of messages you plan to send.
  
  Please visit our 10DLC Campaign Registration Form Link to complete your registration.
  
  You can reference our 10DLC Campaign Form Help guide for a detailed explanation of the form's fields with included examples.
  
  
  Registration Form Overview

  1. Company Information: Basic information about your company, including the company name, address, website links, organization type, and Tax ID/EIN (Employer Identification Number). A Tax ID/EIN is not required for Sole Proprietor business types.
  2. Contact Details: Identify the primary contact person at your company who can be reached for verification, registration concerns, and updates. This includes providing a contact name, email address, and phone number, ensuring there is a clear point of contact for any issues that may arise during the registration process.
  3. Phone Number and Usage Information: You will need to list the phone numbers you are registering your campaign for, along with the estimated monthly text volume. Additionally, you will specify the usage category, use case, call-to-action, and provide sample messages.
  4. Keywords: Detail the opt-in, opt-out, and help keywords with the corresponding messages that will be sent when these actions take place. The message examples to be provided are what the consumer receives AFTER they reply to a 10DLC text message with STOP, HELP, or other specified keywords. 
  5. Other Questions: Answer questions regarding direct lending and loans, embedded links, embedded phone numbers, and age-gated content. These questions help ensure your campaign complies with additional regulations specific to certain types of content and messaging practices.
  6. Opt-In Documents: Provide any documents related to the opt-in process, demonstrating that you have obtained explicit consent from recipients to receive your messages. This documentation is crucial for verifying that your campaign adheres to compliance standards. See the Opt-In Proof step below for more info.
• Provide Opt-In Proof
  Proof of consumer consent (opt-in) is required for verification. Outgoing messages are only permitted to numbers that have provided you explicit consent. One of the most common rejections received is, in part, due to not providing sufficient information for the opt-in. If you provide multiple methods of opting-in, please provide examples of each.
  
  Note: Consent cannot be acquired from a third party. The sharing and selling of end-user information with third parties for marketing purposes violates messaging policies and is therefore ineligible for verification.
  
  
  Opt-In Examples

  • Contact Form: Screenshots/URL of the website where the subscriber adds their number and agrees to receive messaging. A checkbox is required that users must select to agree to receive messages.

  

  
  • Website and Promotional Materials: Screenshots/URL of where the number is advertised and where customers find the number to send a text. Add “Text or call us” wherever you display your phone number, indicating that by contacting you, customers agree to receive messages.

  

  
  • Terms of Service: Screenshots/URL of your terms of service page where opt-in and opt-out language is shown, making it clear that users consent to receive messages by agreeing to the terms.

  

  
  • Keywords: Screenshots/URL of where subscribers find the keyword to opt-in to messaging. For example, ask customers to text a specific keyword to a designated number to opt-in.

  

  
  Other Uncommon Opt-Ins:
  • On-Site POS: Screenshots of where the subscriber enters their number on-site at the point of sale and agrees to receive messaging. 
  • IVR or Phone Approvals: Asking for explicit approval over the phone and keep a record of the consent. We will need documentation showing the script you use to ask and confirm, as well as the process you follow to update a contact’s records to opt them into texts.
  • Paper form (Customer/Employee): Photocopy or screenshot of the form. Use physical forms that include opt-in language, ensuring that customers provide written consent.

• Once your information has been received, our agents will review the information and submit it for registration or reach out to the contact email address for more information. We will provide status updates to you via email along the way.

10DLC Registration Field Help

You can reference our 10DLC Campaign Form Help guide for a further explanation for the form's fields and examples. If you are not sure how to complete the form, please contact us at support@talkroute.com before submitting.

Terms & Conditions and Privacy Policy 

Privacy Policy

Privacy policies are required for 10DLC registration (except for Sole Proprietor use cases). Your privacy policy should describe how you collect, use and share information from end users.

10DLC Requirements:

• Must be clear that the end user’s personal info, including mobile phone number, will not be shared or sold to third parties for marketing purposes.
• Example privacy policy statement: “No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties."

Note: If for any reason a privacy policy doesn't exist, the no sharing disclosure above CAN be presented upon opt in within the call-to-action.

If you do not already have a privacy policy in place, privacy policy generators may help you with this task. The following websites offer such generators:

• TermsFeed Privacy Policy Generator
• Termly Privacy Policy Generator
• Iubenda Privacy Policy Generator 
• PrivacyPolicies Privacy Policy Generator 
• Get Terms Privacy Policy Generator 
• Privacy Policy Online Privacy Policy Generator 
• WebsitePolicies Privacy Policy Generator

Notes for Facebook or Instagram sites: Some small businesses do not have a website but use a business social media presence. In those cases, create a post with both the full SMS disclosure and a Privacy Policy link or actual text of a short Privacy Policy. You can make that social media post “sticky” so that it always appears at the top of the social media presence for this business. Another option is to link it in the “About” section (applies to Facebook).
Privacy Policies can be in a linked Google documents or written out in the social media post.

Terms & Conditions

Your terms & conditions page should describe any applicable terms and conditions related to the messaging program (e.g., how to opt-out, customer care contact information, and link to any applicable privacy policy).

10DLC Requirements:

• Your Company or DBA (brand) name
• “Message and data rates may apply” disclosure
• Message frequency disclosure* (e.g., #msgs/mo, msg frequency varies, recurring messages, etc.). *Only required for recurring message programs
• Opt-out information (e.g., Reply STOP to stop)
• Customer care contact information (e.g., Reply HELP for help)
• Link to privacy policy or privacy policy statement

Note: Where feasible, messaging terms & conditions may be combined with the call-to-action.

CTIA and Best Practices

Who is the CTIA?
The Cellular Telecommunications Industry Association (CTIA) is a trade association that represents the U.S. wireless communications industry. The CTIA advocates for the industry’s interests and promotes best practices to ensure the responsible use of wireless communications.

Best Practices
The CTIA has established guidelines to protect consumers from spam and unwanted messages. These guidelines help ensure that businesses use text messaging responsibly and comply with industry standards. Key aspects of the CTIA guidelines include:

1. Consent: The most crucial aspect of the CTIA guidelines is receiving explicit permission from your customers before sending messages. This consent can be obtained through online forms, text message opt-ins, or other methods where the customer clearly agrees to receive messages from your business. This includes informing consumers about what types of messages they will receive and how often.

2. Opt-Out Mechanism: Provide an easy way for recipients to opt out of receiving messages, such as replying with "STOP." This ensures that recipients have control over the messages they receive and can easily unsubscribe if they no longer wish to receive your messages.

3. Content Restrictions: Ensure your messages are relevant and valuable to your recipients. Avoid sending unnecessary or spammy content. Keep your messages concise, clear, and focused on providing value to your customers. Messages must not contain fraudulent, misleading, or illegal content.

4. Message Frequency: Businesses should limit the number of messages sent to consumers to avoid overwhelming them. The frequency should be reasonable and in line with what the consumer has consented to. Too many messages can lead to higher opt-out rates and may be flagged as spam by carriers.

5. Identification: Messages should clearly identify the sender, so recipients know who is sending the message. This helps build trust and ensures transparency.

6. Compliance with Laws: Businesses must comply with all relevant laws and regulations, including the TCPA, which governs telemarketing and commercial text messages.

By following these best practices and adhering to CTIA guidelines, you can ensure that your messaging campaigns are compliant, effective, and respectful of your customers’ preferences.

The current version of the CTIA Messaging Principles and Best Practices is available here.

Prohibited use cases and limits

Verification does not guarantee that your messages will not be blocked. Your number will not be whitelisted with a completed verification. To avoid having your messages blocked, it is important to follow best practices and avoid any improper uses. However, as long as the traffic you send matches what your verification application says and does not violate any prohibited use cases, your risk of receiving a block is low. 

These prohibited use cases are separate from Talkroute's own use policies. All Talkroute usage is subject to our reasonable use policy. For more information, please visit the Talkroute Terms and Conditions Page.

If you have completed verification and you believe your messages are getting blocked, please contact us at support@talkroute.com. We can work with our partners to get the verification details to the carrier and ask for the block to be removed.

Penalties for violations

There are penalties that will be passed on for any content violations. Each of these violations are designed to enforce compliance with regulations that protect both consumers and the integrity of the messaging ecosystem. Ensuring that all messaging practices are compliant with 10DLC guidelines is crucial to avoid these significant penalties​. Talkroute is not responsible for any violations and Talkroute will not pay penalty fees on behalf of customers.

Examples of the violations include the following:

10DLC A2P Text Enablement Non-Compliance Violation - $10,000 (per violation):
This violation occurs when a business uses 10DLC numbers for Application-to-Person (A2P) messaging without properly enabling or registering them according to the required guidelines. Text enablement refers to ensuring that a 10DLC number is set up and registered correctly to handle A2P messaging, which is different from Person-to-Person (P2P) texting. Failure to follow these procedures can lead to significant fines because it bypasses the safeguards designed to prevent spam and unauthorized messaging.

10DLC A2P Program Evasion Non-Compliance Violation - $1,000 (per violation):
This violation refers to attempts by a business to avoid or "evade" the proper A2P registration process, possibly by using unregistered numbers or by misrepresenting the nature of their messaging traffic. Program evasion could involve tactics like spreading messages across multiple numbers to avoid detection, or using unauthorized routes to send A2P messages. These actions undermine the regulatory framework and can result in penalties.

10DLC A2P Content Non-Compliance Violation - $10,000 (per violation):
This violation is tied to the nature of the content sent via A2P messaging. If a business sends messages that contain prohibited content, such as illegal substances, explicit material, or other content deemed inappropriate by the carriers (e.g., related to S.H.A.F.T.), they can be fined heavily. This violation also includes sending messages without proper customer consent or using misleading or deceptive practices. The high fine reflects the seriousness of distributing harmful or unauthorized content.

10DLC A2P Gray Route Non-Compliance Violation - $10 (per message):
"Gray routes" refer to the practice of sending messages through channels that are not officially sanctioned by mobile carriers, typically to save costs or avoid regulatory scrutiny. These routes often exploit vulnerabilities in the messaging infrastructure, allowing messages to be sent without proper tracking or compliance. The fine for this violation is assessed on a per-message basis, which can add up quickly, making it a costly mistake for businesses that try to circumvent official routes.

Terms to Know

CTIA (Cellular Telecommunications Industry Association):
The Cellular Telecommunications Industry Association is a trade organization that represents the U.S. wireless communications industry. The CTIA establishes guidelines to protect consumers from spam and unwanted messages, ensuring that businesses use text messaging responsibly and comply with industry standards.

MNO (Mobile Network Operator):
A mobile network operator is a wireless service provider that owns or controls all the elements necessary to sell and deliver wireless communication services. Examples include AT&T, Verizon, T-Mobile, and Sprint.

CSP (Campaign Service Provider):
A campaign service provider, such as Talkroute, is a company that assists businesses in managing and sending text messages through 10DLC. CSPs help with campaign registration, compliance, and delivery optimization.

A2P (Application-to-Person):
Application-to-person messaging refers to messages sent from an application to a person. This would be for any kind of text message that is sent or responded to through Talkroute. It includes but is not limited to, marketing messages, notifications, alerts, appointment reminders, conversational messages, and customer service communications sent by businesses to individuals.

P2P (Person-to-Person):
Person-to-person messaging involves direct communication between two individuals using their personal cell phones. This type of messaging is typically conversational and less regulated than A2P messaging.

10DLC (10-Digit Long Code):
A 10-digit long code is a phone number approved for business messaging. Unlike short codes, which are typically 5-6 digits long, 10DLC numbers use a standard 10-digit format and are designed for A2P messaging, allowing businesses to send messages to customers at scale.

Brand:
In the context of 10DLC, a brand refers to the entity that will be sending the text messages. Typically, this is your business or company name. The brand identity is registered with The Campaign Registry to ensure compliance and establish legitimacy.

Campaign:
A campaign includes the specific use case for your text messaging, the content of the messages, and example messages. It details what type of messages will be sent, the purpose behind them, and ensures they comply with regulations.

Opt-in:
Opt-in refers to the process of collecting explicit consent from individuals before sending them text messages. This can be done through online forms, text message opt-ins, or other methods where the recipient clearly agrees to receive messages from your business.

Opt-out:
Opt-out refers to the process by which recipients can request to stop receiving messages. Businesses must provide a simple and clear way for recipients to unsubscribe from messages, typically by replying with "STOP."

FAQs