Engage SMS: Frequently Asked Questions about 10DLC

Last Updated: February 7, 2025

10DLC is a mandatory compliance framework for sending Application-to-Person (A2P) text and multimedia messages via standard U.S. local long codes. It is designed to reduce spam and ensure more reliable messaging for legitimate businesses.

Important Update: Starting February 3, 2025, major carriers plan to block any 10DLC traffic that is not registered. If you or your customers send messages using local U.S. numbers, read on to ensure compliance and avoid service disruption or extra fees.

Table of Contents

1. Introduction to 10DLC
2. Who Must Comply
3. Registration Basics
4. Brands, Campaigns, and Numbers
5. Brand Scoring, Tiers, and Vetting
6. Throughput: What It Is and Why It Matters
7. Common 10DLC Definitions
8. Additional FAQs
9. Where to Learn More

1. Introduction to 10DLC

What is 10DLC?

10DLC (10-Digit Long Code) is a system introduced by U.S. mobile carriers to manage A2P (Application-to-Person) messaging using standard local phone numbers. Rather than using short codes or toll-free numbers, businesses can use typical 10-digit numbers while still benefiting from carrier-sanctioned performance and compliance.

Why was 10DLC introduced?

Carriers launched 10DLC to combat spam and abusive messaging. By requiring businesses to register their brand and use cases (Campaigns), carriers can better monitor traffic for compliance. The upside for organizations is improved deliverability and higher throughput compared to non-registered traffic.

Does 10DLC allow handset delivery receipts or free-to-end-user campaigns?

• Handset Receipts: Generally, 10DLC does not support “handset receipts.” If your use case depends on handset receipts, consider short codes or toll-free messaging.
• Free-to-End-User: A free-to-end-user campaign type is not supported under 10DLC at this time.

2. Who Must Comply

How do I know if 10DLC applies to me?

If you send messages (SMS/MMS) from U.S. local 10-digit numbers on behalf of a business—whether that business is your own or a client’s—then 10DLC applies. This includes traffic sent by a brand, reseller, or ISV (Independent Software Vendor).

Is 10DLC mandatory even for smaller or person-to-person (P2P) traffic?

• As of 2023, carriers consider nearly all business-related messaging to be A2P. Even if a person presses “send,” if the message is tied to a commercial or organizational purpose, it falls under A2P rules.
• True P2P (strictly personal) messaging can sometimes be exempt, but it must:
  • Not be on behalf of a business.
  • Be genuinely person-to-person, with roughly symmetrical inbound/outbound volume.
  • Have a longstanding, excellent compliance record.
    If you believe you qualify for a P2P exemption, contact support to explore a special approval process with carriers.

Do toll-free numbers (TFNs) fall under 10DLC?

No. Toll-free numbers (8XX) have a separate registration process. 10DLC rules apply specifically to standard U.S. local numbers. If you are using toll-free for messaging, see our [Toll-Free Messaging FAQs] (if applicable).

3. Registration Basics

What are the requirements to register?

At a high level:

1. Register a Brand (the entity/business sending messages).
2. (Optional but recommended) Vetting your Brand to achieve a higher score and tier.
3. Register a Campaign, specifying your messaging use case(s).
4. Assign your phone numbers to that Campaign.
5. Await approval from carriers before sending large volumes of traffic.

Failing to register can lead to higher fees, traffic throttling, or outright blocking. Starting in 2025, unregistered traffic may be blocked altogether.

How do I register a Brand and Campaign?

Typically, you can do so through:

• A self-service dashboard/portal (if your messaging provider offers it).
• API endpoints for programmatic registration (if you have developer resources).

Can I register more than one Brand?

Each Brand must be linked to a unique Employer Identification Number (EIN). If you have multiple corporate entities, each may have its own Brand.

Are non-U.S. Brands allowed?

Yes. You can register international businesses for 10DLC, although the same compliance rules, fees, and potential penalties apply.

How long does approval take?

After you submit a Brand and Campaign, carriers or industry organizations (like The Campaign Registry, or TCR) perform a manual review. Approval times vary, but typically you’ll receive a response within a few business days.

4. Brands, Campaigns, and Numbers

What is the relationship between Brands, Campaigns, and Numbers?

• Brand: The legal entity or business sending traffic.
• Campaign: A declaration of how you plan to use your messaging (use case). Each Brand can have multiple Campaigns, but they are typically capped at around five.
• Numbers: One or more local long codes can be attached to a single Campaign. Conversely, a single number cannot be attached to multiple Campaigns.

How many numbers can I attach to a Campaign?

Most carriers allow up to 49 numbers per Campaign for normal use. If you need more than that, you may require additional approvals (such as a Number Pool Request for certain carriers).

Why can’t I add another number to my Campaign even if I’m below 49?

Some intermediaries limit how many numbers can be assigned to a Campaign per day. If you run into this issue, wait one business day and try again.

5. Brand Scoring, Tiers, and Vetting

What is a Brand Score or Brand Tier?

Carriers use various methods to evaluate the “trust” or credibility of a Brand. Brand Score was previously used; now many carriers refer to a Brand Tier, which affects your daily or per-second message limits (throughput).

Why should I get my Brand vetted?

A higher vetting score (and thus a higher Brand Tier) generally unlocks more throughput, making it essential for certain use cases like marketing or large-scale notifications. Unvetted Brands typically receive minimal throughput, risking slow delivery or blocked messages.

How do I vet my Brand?

• Through your PCID application portal.

6. Throughput: What It Is and Why It Matters

What is throughput?

Throughput refers to how many message segments you can send within a specific timeframe (per second, per minute, or per day). Each carrier sets its own rules.

• AT&T typically sets a messages-per-minute (TPM) limit at the Campaign level.
• T-Mobile sets a daily message cap per Brand.
• Verizon has not released strict throughput guidelines publicly but still requires 10DLC compliance.

How is throughput calculated?

• An SMS segment is typically up to 160 GSM-7 characters.
• Longer or Unicode (emoji) messages will be split into multiple segments and reassembled on the recipient’s phone. Each segment counts separately toward throughput.
• Your Brand Tier and declared Campaign Use Case heavily influence the final throughput.

What about MMS throughput?

MMS generally has different (often lower) maximum rates. Carriers also charge more for MMS. Specific MMS throughput policies can vary, so it’s wise to assume lower speed than SMS.

7. Common 10DLC Definitions

• 10DLC: 10-Digit Long Code.
• A2P (Application-to-Person): Business-oriented SMS/MMS sent to individual phone users.
• Brand: The organization or entity sending messages.
• Campaign: Registered use case(s) describing how the Brand will message recipients.
• P2P (Person-to-Person): Typically consumer personal messaging, not associated with a business.
• TCR (The Campaign Registry): The industry body managing 10DLC registrations.

8. Additional FAQs

Does 10DLC affect short codes or toll-free messaging?

No. These follow different registration processes and rules. However, if you use local long codes and short codes, you must register your local long codes under 10DLC separately.

How do I minimize downtime when porting numbers?

If you plan to port numbers from another carrier:

1. Set up and approve the 10DLC Brand/Campaign on the new carrier or provider before porting.
2. Request that your old carrier remove or deactivate any existing 10DLC registration for those numbers to avoid conflicting records.
3. Once the numbers have fully ported over, assign them to your new 10DLC Campaign.

What about political or special campaigns?

Certain use cases (political, charity, emergency, sweepstakes, etc.) might require extra vetting or pre-approval. 

9. Where to Learn More

• 10DLC Fees & Charges: For information on per-message fees, monthly costs, and penalties for non-compliance, see our 10DLC Fees Overview.
• Need more help? Contact your Account Management Team for any additional questions, or consult our Developer Docs if you’d like to register via API.

Disclaimer: All 10DLC rules, fees, and timelines are subject to change by U.S. carriers. We will do our best to provide updates promptly. Always verify the latest official carrier or industry announcements to stay compliant.