A2P 10DLC Best Practices

What A2P 10DLC Is and Why It Matters

• A2P 10DLC uses standard 10-digit long codes for business messaging with improved deliverability and defined throughput.
• Requirements are driven by carriers and registration systems (like The Campaign Registry) and typically apply to US messaging (and select other regions).

Choose the Right Brand Registration

Selecting the correct Brand type helps avoid rejections and sets the foundation for your permitted throughput.

• Sole Prop Brand: No Tax ID (EIN), but you operate from a valid US/CA address.
• Low Volume Brand: Have an EIN and send under ~6,000 message segments/day.
• Standard Brand: Have an EIN and need higher throughput (fees may apply depending on vetting and campaigns).
• No US/CA address and no Tax ID? Consider Toll-Free messaging instead of 10DLC.

Register the Correct Campaign Use Case

Your campaign use case must match what you actually plan to send (marketing, notifications, authentication, and so on).

1. Pick a campaign type that matches your real messaging goal.
2. Provide sample messages that reflect the use case exactly.
3. Mark dynamic fields in templates (for example [Name], [Link]).
4. Include opt-out language in at least one sample (example: Reply STOP to opt-out).

Trust Scores and Message Throughput

• After Brand registration, you receive a Trust Score (tiered rating).
• Your Trust Score + Campaign Type determine the throughput you’re permitted to send.

Consent, Opt-In, and Opt-Out

• Collect explicit consent before sending messages.
• Website opt-in language: Use clear disclosure near the form. Example: “By providing your phone number, you agree to receive text messages from [Brand]. Message and data rates may apply. Message frequency varies.”
• Keyword/QR opt-in: Use a simple single-word keyword (for example YES / START).
• Opt-out support: Include “Reply STOP to opt-out” in sample messages and live messaging where appropriate.

Avoid Common Rejection Reasons

• Brand, website, and samples must match (names/domains/content should be consistent).
• Use-case drift: Don’t register one use case and submit samples for another.
• Email domain alignment: Larger brands should use a company domain that matches the brand.
• Real website: If you cite website opt-in, the site must function and show the disclosure language.
• Duplicates: Avoid duplicative brands/campaigns with the same EIN if possible.
• Prohibited content: Exclude restricted/forbidden messaging categories.

Toll-Free Messaging as an Alternative

Toll-Free messaging is a viable alternative with its own verification process and does not require Brand/Campaign registration. Choose the path that best fits your volume, geography, and compliance needs.

Submission Checklist

• Business details: legal name, address, type, status, industry, website, and regions of operation.
• Authorized representative: name, title, email, and phone.
• Correct Brand type selected (Sole Prop / Low Volume / Standard) and EIN if applicable.
• Accurate Campaign use case, matching sample messages, and opt-out line included.
• Live website with visible opt-in language (if you claim website opt-in).