A2P 10DLC Best Practices

Overview

A2P 10DLC (Application-to-Person 10-Digit Long Code) is the U.S. carrier-approved system for business texting from standard 10-digit numbers. It provides higher deliverability, reduced filtering, increased throughput, and regulatory compliance compared to unregistered long codes. To ensure your campaigns are approved and deliver successfully, you must follow registration requirements, best practices, and carrier guidelines.

Why Register for A2P 10DLC?

• Better Deliverability – Lower filtering risk than unregistered SMS.

• Higher Throughput – Increased sending speed based on your Trust Score.

• Compliance – Meet carrier rules and avoid penalties.

• Scalability – Support both low- and high-volume messaging needs.

Brand Registration Options

1. Low Volume Brand Registration

   • Requires a Tax ID (EIN).

   • For sending under 6,000 message segments per day.

2. Standard Brand Registration

   • Requires a Tax ID (EIN).

   • For sending over 6,000 message segments per day.

   • Includes fees: brand registration, campaign vetting, and monthly campaign fees.

   • Grants higher daily sending limits.

3. Sole Proprietor Registration

   • For businesses without a Tax ID.

   • Must have a U.S. or Canadian address.

4. Not Eligible for A2P 10DLC

   • Businesses without a Tax ID and outside the U.S./Canada.

   • Best alternative: Toll-Free messaging (verification required, no brand/campaign registration).

Trust Scores and Message Throughput

• Assigned during brand registration.

• Levels: low, medium, high.

• Determines daily message limits and throughput (messages per second).

• Throughput depends on both your Trust Score and Campaign Type.

Campaign Registration Requirements

When registering, you must submit:

• Who you are – Brand registration details.

• What you’re sending – Campaign registration details.

• Use case alignment – Messaging use case (marketing, notifications, customer care, etc.) must match your submitted sample messages.

Additional requirements:

• Brand name, website, and message samples must all align.

• Prohibited content: cannabis, hate speech, and other restricted industries.

Opt-In Best Practices

Proper consumer consent is mandatory. Campaigns will be rejected without valid opt-in.

Approved Opt-In Methods:

• Website form with checkbox and opt-in language.

• Website posting with number and opt-in details.

• Keyword or QR code for SMS opt-in.

Required Opt-In Language Example:
“By providing your phone number, you agree to receive text messages from [Company Name]. Message and data rates may apply. Message frequency varies.”

Additional guidelines:

• Opt-in keywords must be one word (YES, START, SUBSCRIBE).

• At least one sample message must include opt-out instructions (e.g., “Reply STOP to opt-out”).

Ensuring Campaign Approval

Follow these rules to reduce rejection risk:

• Brand Consistency – Brand name, website, and messages must match.

• Sample Message Alignment – Match registered use case (don’t register “marketing” but submit OTPs).

• Email Domain Consistency – Use your brand domain, not Gmail/Hotmail (for larger businesses).

• Valid Website – Must be active and include opt-in language.

• Avoid Duplication – Don’t register excessive duplicate brands or campaigns.

• Templated Messages – Use placeholders with brackets (e.g., “Your appointment for [John Doe] is confirmed.”).

Required Business Information

Before registering, gather:

• Business Details – Name, address, EIN/Tax ID, industry, website.

• Business Type – Sole Prop, LLC, Corporation, Non-Profit, etc.

• Authorized Representative – Name, title, email, phone.

Toll-Free Messaging Alternative

If A2P 10DLC isn’t an option:

• Toll-Free messaging offers similar deliverability.

• Requires verification but no brand/campaign registration.

FAQs

Q1: What is A2P 10DLC?
A carrier-approved system for business texting via 10-digit long codes with better deliverability and throughput.

Q2: Do I need a Tax ID to register?
Yes, unless you qualify for Sole Prop registration with a U.S./Canada address.

Q3: What is a Trust Score?
A rating assigned during brand registration that determines sending limits and throughput.

Q4: What if my website doesn’t have opt-in language?
Your campaign will be rejected. Add opt-in text before registering.

Q5: Can I use Gmail for my registration email?
Not recommended. Use a domain-matched business email.

Q6: Can I use Toll-Free instead of A2P 10DLC?
Yes. Toll-Free messaging is a strong alternative with similar benefits.

Key Takeaways

• Register your brand and campaigns correctly to unlock A2P messaging.

• Always collect and document consent.

• Ensure branding, use case, and sample messages are consistent.

• Include opt-out instructions in sample messages.

• Consider Toll-Free messaging if A2P 10DLC is unavailable.