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Service Updates
About A2P/10DLC Business SMS/MMS Texting
What is 10DLC?
The Cellular Telecommunications Industry Association (CTIA), in conjunction with wireless service providers, adopted “Messaging Principles and Best Practices” as an industry standard to Protect Consumers from robo-texts or unwanted messages, particularly from high-volume messaging traffic. With this intent in mind, the industry made a distinction inthe handling of “consumer” Person to Person (P2P) and “Non-Consumer” Application to Person (A2P) messages via 10 Digit Long Code (10DLC).
A business line with a local area code, or 10 Digit Long Code, is now considered a carrier- sanctioned messaging channel to communicate with consumers, thereby classifying business lines as A2P. The CTIA defines A2P messaging as non-consumer messaging from a business, organization, or entity that uses messaging to communicate with Consumers. Therefore, all messaging traffic from your business to your consumers is considered A2P.
Who regulates it?
Beginning in 2020, Verizon, AT&T, T-Mobile, and other major mobile network operators (MNOs) began launching their own 10DLC programs designated for business-to-consumer (A2P) messaging over local phone numbers. These programs were created by following CTIA guidelines with the intention of stopping unwanted messages to consumer devices. Unlike other messaging compliance mandates that are regulated by the FCC, the 10DLC initiative is exclusively regulated and managed by the major MNOs. The MNOs have appointed The Campaign Registry (TCR) to manage 10DLC registration, with the requirement that each business organization who wants to send text messages must register a Brand and Campaign with TCR.
Effective November 1st, 2021, the major MNOs and TCR implemented their A2P/10DLC initiatives, including the enforcement of penalty fines for not following their guidelines. To avoid these steep penalties for each violation occurrence, 10DLC registration is now required for all SMS-enabled number messaging.
