Registering 10DLC numbers for SMS campaigns
- Ksenia Babych
- Mike Kozlov
This Guide explains how to register 10DLC traffic for sending SMS campaigns in the US.
Created: September 2024
Updated: February 2025
Permalink: https://wildix.atlassian.net/wiki/x/eBfOAQ
Introduction
10DLC stands for 10-digit Long Code. 10DLC messaging lets businesses send sanctioned Application-to-Person (A2P) messaging traffic over local phone numbers, also known as "long codes".
To send SMS campaigns through 10DLC, businesses are required to register their numbers. This helps carriers identify legitimate messaging traffic and ensures compliance with regulations, reducing spam and improving delivery rates while maintaining the security of customer interactions.
The registration of existing 10DLC numbers should be completed by the end of 2024.
Unregistered 10DLC numbers will be blocked!
Why register 10DLC numbers?
In 2024, an increasing number of businesses leverage messaging to connect with their customers. Messaging has become the preferred channel for consumers due to its excellent open rates and quick response times.
However, messaging remains unregulated by the FCC, placing the onus on each carrier to ensure that the ecosystem is free from unwanted messages and malicious actors. As the use of messaging continues to rise, carriers are scrutinizing business texting, also known as A2P texting, more closely.
To enhance oversight, certain mobile carriers are adjusting the throughput caps that they have historically enforced on local messaging for business senders. These caps apply to A2P programs, and carriers are introducing new registration requirements along with additional fees. Throughput limits vary, but businesses registered for campaigns are expected to receive better throughput than the traditional rate of one message per second (MPS).
Carriers have designated The Campaign Registry as a third-party entity responsible for registering brands and campaigns through approved campaign service providers. To streamline the management of messaging traffic, US carriers have implemented a 10DLC registration process. This process mandates that businesses sending SMS and MMS via local phone numbers must register their brands and campaigns with The Campaign Registry. Compliance with the 10DLC registration procedures is now essential for SMS messaging.
Our objective is to guide your business through the 10DLC compliance process effectively, helping you avoid unnecessary surcharge fees and delays in A2P message delivery. We are already a registered communications service provider (CSP) partner with The Campaign Registry, enabling us to assist you in registering your brands and campaigns.
The best approach to meet these requirements is to register and verify your 10DLC and toll-free messaging traffic. This will help align your business, CSPs, and carriers with SMS and MMS best practices. Ultimately, this collaborative effort benefits all parties involved — mobile subscribers and innovative, consumer-focused businesses alike.
Registration procedure
To register your 10DLC numbers, follow the procedure described below:
- Submit a CLASSOUND Customer Care request and provide the following data:
| Section | Details |
|---|---|
| Brand Registration | |
| Legal Company Name | [Input] |
| Website: | Website - some online presence is necessary here, social media presence is acceptable. Opt-in and opt-out information should be displayed clearly and conspicuously on the website. |
Privacy Policy Link (optional): | Use this field instead of adding links to the CTA field. Privacy Policy must include a disclaimer that no mobile opt-in will be shared with third parties for marketing purposes. |
Terms and Conditions Link (optional): | Use this field instead of adding links to the CTA field. Terms and Conditions must have an SMS disclosure that includes the types of messages consumers can expect to receive, texting cadence, message and data rate notices, privacy policy links, HELP information, and opt-out instructions. |
| Phone Number | The phone number should be found on the company website/social media page. |
| Address | [Input] |
| Country |
|
| ZIP/ Postal Code | [Input] |
| TAX Number/ ID/ EIN | [Input] |
| These should use the brand's domain | |
| City | [Input] |
| State/Province | [Input] |
| Vertical Type | Choose one of the options:
|
| Campaign Registration | |
| Type | Choose one of the options:
|
| Campaign Description | Explain the intended purpose of the overall messages. This field is used to give a clear and detailed description of what the campaign will be used for. Ensure the description aligns with the registered use case (i.e., registered as a 2FA campaign but campaign description references customer care messages would result in a rejection) If multiple use cases are registered, describe all use cases in the description (i.e., Low-volume mixed campaign that includes 2FA and Marketing use cases. Both use cases should be mentioned in the campaign description.) If donations are collected, it must be clearly stated. |
| Message Flow | Provide a clear, concise, and conspicuous description of how an end user signs up to receive messages. This field is used to describe how a consumer opts-in to the campaign, therefore giving consent to the sender to receive their messages. The call-to-action must be explicitly clear and inform the consumer of the nature of the program. If multiple opt-in methods can be used for the same campaign, you must list them all. Clearly explains how the consumer agrees to receive text messages from the brand Provide a script, link, or attachment of the opt-in collection material (webform, physical form, verbal opt-in script, keyword marketing material, etc.). Attachments can be provided in the CTA (Call-to-Action), Privacy Policy and/or Terms and Conditions Multimedia Upload field. Note: the vetting review will include the call to action disclosure provided at the time of opt-in collection. This is not a field in TCR, but the disclosure given to the consumer when they opt-in. Please visit our Tips and Tricks article for examples. All opt-in methods (consumer-initiated, keyword, IVR, verbal, written forms, webforms, etc.) are required to contain the following disclosures:
|
| Sample Messages | Provide examples of content you may send, these should align with the overall campaign description:
Sample Messages must correspond to the registered use case. If a campaign is registered under multiple use cases (mixed), a sample message for each use case should be provided. Identify the brand in the message If Embedded Link was selected “Yes” under Campaign and Content Attributes, an embedded link must be included in at least one of the sample messages. |
| Will more than 50 TNs be used for this campaign? | Yes/ No This must be selected as "Yes" if the campaign is later submitted for a Number Pool (needing more than 49 TNs on the campaign). |
| Will the campaign include content related to direct lending or other loan arrangements? | Yes/ No Must be checked "Yes" if the brand engages in lending, even if the messaging on the campaign is not related to the lending. |
| Are you using an embedded link of any kind? | Yes/ No If selected "Yes", an embedded link must be included in at least one of the sample messages. |
| Are you using any embedded phone number beyond the contact number in the HELP response? | Yes/ No Indicates whether the campaign will send embedded phone numbers in the messages (excluding providing a contact for HELP in the help response). If checked "Yes", an embedded phone number must be included in at least one of the sample messages. |
| Will the campaign include any age-gated content as defined by carrier and CTIA guidelines? | Yes/ No Must be checked "Yes" if the content includes any age-gated materials. |
| Numbers List | |
| 10DLC numbers | [Input] |
| 9Opt-in, Opt-out, HELP messages | |
| Opt-in (Keyword: START) | The Opt-in Message is required and must contain the following details: Brand name, message frequency disclosure, "message and data rates may apply" disclosure, HELP information, STOP information.
|
| Opt-out (Keyword: STOP) | The Opt-out Message is required to contain the following details: Brand name and confirmation the consumer will receive no further messages.
|
| Help (Keyword: HELP) | The Help Message must contain the following details: Brand name and an email address, phone number, or website link the consumer can use for assistance.
|
Sample messages
You must display messages that are unique and provide examples of content you may send so we can tell what the interaction may look like. The sample messages should align with the overall campaign description. We would ideally want to see the identification of who is sending the message (a brand name or sender name), meaning it shouldn’t be a generic description along with generic sample messages where the use case can’t be determined without additional research. Please make sure at least one sample message has Opt-Out language.
- Good examples:
- Hello John Doe, this is a reminder about your appointment with John’s Car Dealership on April 2nd, 2021 at 10:00 AM. Please reply YES to confirm your attendance or NO if you are not able to make it. Let us know when you would like to reschedule your appointment. Thank you!
- Good evening Church family, we are having an in-person worship service tomorrow at 10:30 am. We will also be streaming the service over Facebook Live for those unable to attend. Reminder: tomorrow is the day to bring the donation boxes.
- Hi %FirstName%! This is Ramiro with Wildix. We’d love to invite you to visit our booth at the upcoming Conference, which is taking place virtually and in person from Nov 9-13! Tickets are available now. There will be panels relating to voice, messaging, and 911! Register at www.wildix.com. Will we see you at the conference this year?
- Reminder from Dr. Smiles, DDS, Hi Jim, we look forward to seeing you at 3:00 pm tomorrow for your cleaning. Reply OPTIONS for Notification Options, or STOP to disable SMS notifications.
- Visit https://url.com/optout/ for options or reply with STOP to disable SMS notifications.
- Bad examples:
- Thanks for leaving a rating on Google Business. We would like to learn more about your experience. I will contact you soon.
- I received your question. I will get back to you as soon as possible.
- There’s a little favor I would like you to help me with, please.
Privacy Policy
All message senders must have an acceptable Privacy Policy when registering 10DLC campaigns. The most important aspect of the Privacy Policy mandates clearly describing how consumer data will be used and shared (if applicable), and how consumers can contact the message sender. A compliant Privacy Policy for 10DLC messaging should include the points below to help ensure that campaign registration and vetting are successful.
Please also ensure you are linking to your privacy policy and terms and conditions in the Campaign Details section when registering your campaign. This will allow for quicker location of these items resulting in a more streamlined vetting process.
Opt-out instructions
Message senders are required to acknowledge the consumer's right to opt out of a messaging campaign to ensure that message recipients’ consent remains intact. The Privacy Policy must also include instructions on how to opt out of future communications.
Example: “If you wish to be removed from receiving future communications, you can opt-out by texting STOP, QUIT, END, REVOKE, OPT-OUT, CANCEL, or UNSUBSCRIBE.”
Wildix strongly suggests that each brand create a personalized Privacy Policy with accompanying SMS disclosures as discussed above. Wildix cannot provide guidance on what is legally required within a Privacy Policy. It's the responsibility of the message sender and their provider to research and ensure the Privacy Policy meets TCPA laws, as well as, individual carrier compliance requirements. For new, non-established brands entering the messaging space, there are online resources that can help you develop the required operational processes and Privacy Policy templates that will fit the unique needs of your business.
Note: If you're using online resources, your Policy, Practices, and Procedures must still include the above SMS disclosures and functions. Failure to adopt these practices may result in receiving a registration and vetting rejection (i.e., “805 - Compliant privacy policy is required on website”).
Terms & Conditions
All message senders must have compliant Terms & Conditions made available to their consumers/recipients. This document must be provided as a part of the campaign registration. Often, the Terms & Conditions are found on a brand's website. If the brand does not have a website, you can attach a hard copy as a PDF in the campaign registration.
The Terms & Conditions page must contain the following details:
- Brand name
- Types of messages the consumer can expect to receive
- Message frequency disclosure
- "Message and data rates may apply" disclosure
- Customer care contact information (Text HELP for help, contact [email address] for support, etc.)
- Opt-out information (Text STOP to cancel)
Example: "Messaging Terms & Conditions. You agree to receive informational messages (appointment reminders, account notifications, etc.) from [Company Name]. Message frequency varies. Message and data rates may apply. For help, reply HELP or email us at [email address]. You can opt-out at any time by replying STOP."
Prohibited SHAFT-C content
The following types of content are not allowed on 10DLC: Sex, Hate, Alcohol, Firearms, Tobacco (cannabis, CBD, etc.)
- Please note: This content is not allowed to be on the customer's website at all.
- Example: If a chiropractor's office has CDB Oils on its website, this is prohibited, and the campaign will be denied, even if not directly related to CBD marketing.
How to submit the request:
- Navigate to Salesforce Partner Community and on the Home page, click Submit a Case button
- Under Type of your issue, select Customer Care
- Under Case Reason, select CLASSOUND and under category - SMS Registration
- Select Customer Account and PBX the case is related to
Under Subject, indicate USA (Canada) SMS Sender ID Registration, add the required data to the Description and click Submit
You can find detailed instructions on how to submit a case in Submit a Case via Salesforce Partner Community documentation.
Once the case is submitted, it can take up to 30 days to complete the registration.
FAQ:
Q1. Does 10DLC apply to Canadian messaging?
No, 10DLC applies only to US domestic messaging at this time. If you send messages only within Canada, registration is not required. However, if you send messages from a Canadian number to a US number, registration is necessary.
Q2. I send only 1 SMS per month. Do I need to register SMS campaigns?
Yes, any outbound-only SMS sent within the US requires registration, regardless of volume.
Q3. Can I reply to SMS messages received from clients without registration?
A: Yes, you can reply to inbound messages without registration.