Engage SMS: 10DLC Compliance Lexicon

Last Updated: February 7, 2025

Overview

10DLC (10-Digit Long Code) is an industry-standard framework that governs application-to-person (A2P) text messaging in the United States when using standard 10-digit phone numbers. By registering under 10DLC, businesses gain access to higher messaging throughput for large-scale SMS/MMS campaigns while ensuring recipients are better protected from unwanted spam.

If you send A2P text messages from U.S. local numbers, you must register for 10DLC. Typically, this involves creating a Brand linked to your organization’s Employer Identification Number (EIN) and one or more Campaigns (use cases). Once approved, you can benefit from higher message-per-second (MPS) limits and improved deliverability.

Key Players in 10DLC

1. Brands

   • A Brand represents the business or organization sending messages.
   • It is typically tied to the business’s EIN (Employer Identification Number).

2. Mobile Network Operators (MNOs)

   • MNOs (e.g., AT&T, T-Mobile, Verizon, UScellular) provide wireless service to mobile subscribers.
   • They set specific throughput limits and compliance rules based on your Brand, messaging type, and use case.

3. Third-Party Vetting Partners

   • These are organizations authorized by the 10DLC ecosystem to vet and score Brands, increasing trust and potentially unlocking higher throughput.
   • Examples include Aegis Mobile, WMC Global, and CampaignVerify (commonly used for political campaigns). These are all managed and maintained directly by Pure CallerID.

4. The Campaign Registry (TCR)

   • A central database that stores all 10DLC registrations (Brands and their Campaigns).
   • MNOs consult TCR to verify that messages conform to the registered use case and Brand.

What Is a 10DLC Brand?

A 10DLC Brand identifies the business sending outbound text messages. Each Brand must link to a valid EIN for compliance, which helps carriers confirm the legitimacy of the sender. Registering a Brand is the first step in obtaining higher throughput, as carriers want clear records of who is sending messages.

Tip: If you manage multiple separate legal entities, each one needs its own unique Brand registration tied to its EIN.

Mobile Network Operators (MNOs) and Throughput

Major U.S. carriers like AT&T, T-Mobile, and Verizon each impose different throughput caps (messages-per-second or daily message limits) for 10DLC traffic. Some of the factors that influence these limits include:

• Brand Vetting Score (if you choose to have your Brand vetted by an authorized third party).
• Campaign Use Case (e.g., alerts, marketing, or political).
• Historical Compliance (patterns of spam/complaints from prior campaigns).

Understanding your MNO’s requirements helps ensure you remain compliant and can achieve the send rate you need.

Third-Party Vetting Partners

Third-party vetting is a requirement for accessing Engage SMS. Approved vetting agencies assign a vetting score to your Brand, which can improve MNO trust and grant higher throughput for your 10DLC messaging campaigns.

Note: Submitting your Brand for vetting will incur fees, included in your Order Form for Services. Once vetted, carriers may allow more message volume, provided you adhere to all compliance rules.

The Campaign Registry (TCR)

The Campaign Registry acts as a hub where all 10DLC Brands and Campaigns are stored and validated. By registering your Brand and Campaign details with TCR, mobile network operators gain visibility into:

• Who is sending the messages (the Brand).
• What type of messages are being sent (the Campaign use case).

This transparency is crucial for reducing spam and delivering higher throughput to legitimate senders.

Using Our Platform for 10DLC Compliance

Our platform offers:

1. Portal and APIs to create, edit, and track your Brands and Campaigns.
2. Direct integration with the Campaign Registry, ensuring your registration data flows seamlessly to participating carriers.
3. Tools to manage the association of 10-digit phone numbers with specific Campaigns.

Important: While we provide the technical infrastructure to register Brands/Campaigns and send messages, your business remains responsible for ensuring that all 10DLC rules are followed. Carriers may impose fees or fines for non-compliance, which will be your organization’s liability.

Getting Started

1. Register Your Brand

   • Have your EIN (Employer Identification Number) ready.
   • Submit the necessary business details via our portal or APIs.
2. Vet Your Brand
   • • For improved throughput, consider using a third-party vetting service.
     • Enter your vetting token or complete the vetting form directly in our portal.

3. Number Assignment

   • Attach your Core/Approved numbers to the appropriate Campaign.
   • We will ensure that you do not attach a single number to multiple Campaigns.

4. Launch Engage SMS

   • Once your Campaign is approved, send 10DLC-compliant messages at your designated throughput level and schedule.

Further Resources

• Compliance Updates & Release Notes: Check our release notes for new 10DLC features and policy changes.
• Additional 10DLC Guides: See our "Engage SMS FAQ" for deeper insights on throughput, brand vetting, and penalties.
• Support: If you have questions about registering or ensuring compliance, reach out to your Account Management Team or consult our developer documentation here.

Disclaimer: All 10DLC guidelines and fees are determined by U.S. carriers and industry consortia. Our platform’s policies and procedures may evolve to reflect changing industry requirements. Always stay informed of the latest updates to avoid service interruptions or penalties.