A2P Compliance: Is Your Business Texting Up to Standard?

A2P Compliance: Is Your Business Texting Up to Standard?

April 3, 2024
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Navigating the complexities of A2P compliance can feel like moving through fog, but it’s essential for businesses aiming to communicate effectively without crossing legal lines. In our digital era, where each text message plays a crucial role in fostering customer relationships, understanding A2P compliance isn’t merely about compliance—it ensures your messages are delivered directly and clearly to your target audience. It’s not just about following rules; it’s about ensuring your voice is heard exactly where and how you intend.

Key takeaway

  • A2P 10DLC compliance: Register, choose provider & avoid spam flags. Secure SMS for your business!

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What Is A2P 10DLC?

A2P 10DLC is a messaging standard that allows businesses to send SMS messages to customers using a standard 10-digit long code (10DLC) phone number.

It’s a system in the United States that businesses use to send authenticated and secure SMS/MMS messages to mobile users.

A2P 10DLC was developed by mobile carriers to improve messaging reliability and security, and to combat spam and fraudulent activity.

Put simply, A2P 10DLC means text messages are authenticated by the provider and routed through a software interface (like a web, desktop, or mobile app).

The standard ensures that the messages come from a legitimate source and helps prevent spam and fraudulent activity.

Combining the power of A2P messaging with the versatility of a 10DLC gives you a robust, scalable solution for SMS business communication.

A2P 10DLC Background

A2P stands for Application-to-Person messaging. It refers to any communication where a software application sends a message to a mobile phone user.

These messages are typically one-way, meaning the recipient is not expected to reply.

A2P messaging allows businesses to send customers automated text messages for various purposes, such as account notifications, delivery alerts, promotional offers, two-factor authentication security codes, and more.

How Is 10DLC Different Than Short Codes?

Short codes are 5-6 digit numbers used for SMS marketing campaigns, while 10DLC numbers are 10-digit long code phone numbers that look like regular phone numbers.

10DLCs are more cost-effective and faster to provision than short codes, making them ideal for businesses of all sizes.

Plus, 10DLCs allow for two-way messaging and voice calls, whereas short codes are primarily used for one-way messaging.

10DLC Compliance and Regulations

To use 10DLC for business messaging, you need to comply with 10DLC regulations set by mobile carriers.

This involves registering your brand and campaigns, as well as following guidelines for message content and opt-in/opt-out procedures.

Why Are Opt-Ins Required for 10DLC Compliance?

Opt-ins are a crucial part of 10DLC compliance. They ensure that consumers have given express consent to receive messages from your brand.

This helps protect consumers from unwanted spam and allows them to control which businesses can contact them via text message.

To be compliant, you must obtain opt-ins through a clear and conspicuous call-to-action, and provide an easy way for users to opt out of future messages.

Why Did Carriers Create 10DLC Regulations?

Mobile carriers introduced 10DLC regulations to combat the rise of spam and fraud in the messaging ecosystem.

By requiring businesses to register their brand and campaigns, carriers can better monitor and control the flow of A2P messages on their networks.

This helps ensure that consumers receive only legitimate, relevant messages and protects the integrity and reputation of the messaging channel.

Compliance with 10DLC regulations also benefits businesses by improving deliverability rates and reducing the risk of messages being flagged as spam.

The Benefits of 10-Digit Long Codes

If you’re thinking about reaching out to your customers through text messages, 10DLC has a bunch of perks that could really make a difference for your business.

Improved Deliverability

By registering your brand and campaigns with mobile carriers, you can improve the deliverability of your messages and reduce the risk of being flagged as spam.

This makes sure all your crucial business messages actually land in your customers’ inboxes, not lost somewhere along the way.

Increased Engagement

10DLC numbers look like regular phone numbers, which can increase trust and engagement from consumers.

Customers are more likely to read and respond to messages that come from a familiar, local number rather than a short code.

Plus, 10DLCs support two-way messaging, allowing you to have personalized conversations with your customers.

Cost-Effectiveness and Versatility

10DLC numbers are more affordable than short codes, making them accessible to businesses of all sizes.

They also offer more versatility, with support for voice calls and MMS messaging in addition to SMS.

This allows you to create multi-channel campaigns and reach customers through their preferred communication method.

The 10DLC Registration Process

To start using 10DLC for your business messaging, you need to register your brand and campaigns with The Campaign Registry (TCR).

Mandatory Registration for Compliance

Brand registration is mandatory for all businesses using 10DLC messaging.

This involves submitting information about your business, such as your company name, website, and contact details.

You’ll also need to provide information about your messaging use case and agree to comply with carrier guidelines and regulations.

Required Information for United States A2P 10DLC Registration

To register your brand for 10DLC, you’ll need to provide the following information:

  • Legal company name and address
  • Company website URL
  • Contact information for a primary business contact
  • Messaging use case details
  • Sample message content
  • Opt-in/opt-out process details

Determine Your Customer Type

When registering your brand, you’ll need to specify your customer type based on your messaging use case.

Customer types include:

  • Sole proprietor
  • Partnership
  • Corporation
  • Non-profit
  • Government entity

Your customer type will determine the level of vetting and documentation required for registration.

Determine Your Brand Type

You’ll also need to select a brand type that best describes your business and messaging use case. Brand types include:

  • Standard
  • Starter
  • Exempt
  • Political
  • Charity
  • Emergency

Each brand type has different requirements and message throughput limits, so choose the one that aligns with your business needs.

Understanding Trust Scores and Message Throughput

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Once you’ve registered your brand and campaigns, mobile carriers will assign you a trust score that determines your messaging throughput and delivery rates.

How Is 10DLC Trustworthiness Measured?

Trustworthiness is measured based on several factors, including:

  • Messaging use case
  • Opt-in/opt-out process
  • Message content
  • Complaint rates
  • Spam reports
  • Unsubscribe rates

Carriers use this information to assign a trust score between 0-100, with higher scores indicating greater trustworthiness.

How Do Trust Scores Influence Message Throughput?

Your trust score directly impacts your messaging throughput, which is the number of messages you can send per minute or per second.

When you have a higher trust score, it’s like the floodgates open up – you can zip more messages across at lightning speed.

Low trust scores may result in throttling or blocking of your messages, which can negatively impact your business communications.

To maintain a high trust score, it’s important to follow best practices for messaging content, obtain proper opt-ins, and promptly honor opt-out requests.

Choosing the Right A2P 10DLC Service Provider

To implement 10DLC messaging for your business, you’ll need to choose a reputable A2P service provider.

What to Look for in a Service Provider

When evaluating potential providers, look for one that offers:

  • Easy 10DLC registration and campaign management
  • High deliverability rates and reliable message sending
  • Robust analytics and reporting tools
  • Responsive customer support
  • Compliance expertise and guidance

When picking a partner for your business, it’s smart to go with one that not only gets what you’re about but can also keep up as your company hits its stride and expands.

Benefits of Using a Trusted Provider

Working with a trusted A2P 10DLC provider offers several benefits, including:

  • Simplified registration and compliance management
  • Improved deliverability and higher trust scores
  • Access to advanced features and integrations
  • Ongoing support and expertise
  • Peace of mind knowing your messaging is in good hands

Teaming up with a trusted partner lets you zero in on creating killer messages, while they sweat the technical stuff and make sure everything’s above board.

Best Practices for 10DLC Messaging Campaigns

To get the most out of your 10DLC messaging campaigns, follow these best practices:

How to Keep Your Messages from Being Marked as Spam

  • Obtain express written consent from customers before sending messages
  • Provide clear opt-out instructions in every message
  • Honor opt-out requests promptly
  • Avoid using misleading or deceptive content
  • Limit message frequency to avoid overwhelming customers

Strategies for Effective Messaging Campaigns

  • Segment your audience based on interests and behavior
  • Personalize messages with dynamic content and relevant offers
  • Use clear, concise language and strong calls-to-action
  • Test different message types and timing to optimize performance
  • Monitor analytics regularly and adjust your strategy based on results

By following these best practices and continually refining your approach, you can create effective 10DLC messaging campaigns that engage customers and drive business results.

FAQS in related to A2P Compliance

What exactly is A2P 10DLC, and why do I need it?

A2P 10DLC is a system that lets businesses send reliable and secure text messages to customers from regular-looking phone numbers. It’s designed to fight spam and fraud, making sure your important messages reach your customers without getting lost.

I already send business text messages. Do I have to switch to 10DLC?

 While not strictly mandatory for everyone right now, registering your business and campaigns for 10DLC is crucial for ensuring the best possible delivery of your messages. Carriers increasingly prioritize 10DLC traffic, so not switching may mean your messages don’t get through or get flagged as spam.

This registration process sounds complicated. Can someone help me with it?

Yes! Many A2P 10DLC service providers specialize in simplifying the registration process, handling the technical aspects, and keeping you compliant. They can save you time and hassle.

How do I make sure my messages don’t get marked as spam?

To avoid being marked as spam, always get clear opt-ins, provide easy opt-out options, be honest in your messages, and don’t overwhelm people with too many texts.


So here we are at the end of our journey through the maze of a2p compliance. It’s been quite something, hasn’t it? Think of this not as just another bump on the road in our already complex business world, but rather like finding a golden ticket that promises smoother communication ahead. Getting on board with these rules is like unlocking a new level of connection with the people who are at the heart of your business – your customers. With everything we’ve covered, you’re now well-equipped to navigate these waters smoothly and keep your messages flowing seamlessly into the right hands.

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