If your business uses SMS marketing, you’ve probably heard about upcoming A2P 10DLC requirements. The details around this are fluid and changing, but we will use this article to clarify what is happening and what you need to do.
First of all, let’s start by breaking down the acronyms used by the telecommunication carriers:
- 10DLC – 10 digit long code. A standard phone number such as +1-833-914-1105 vs a short-code. Typically costs $1/month to lease.
- A2P – Application-to-Person (A2P) is a type of text message sent from an application, e.g. DailyStory, to a person, e.g. you, sent over a 10DLC
- Short-code – a 5-6 digit phone number used exclusively for SMS marketing. Typically costs $500+/month to lease.
- Carriers – Telecommunication companies such as AT&T, T-Mobile, and Verizon.
The majority of SMS marketing is performed using 10DLC vs. short-codes.
What is 10 DLC?
10 DLC allows businesses to send sanctioned A2P (Application to Person) messaging traffic over local phone numbers, also known as “long codes”. Messages sent through DailyStory are considered A2P messaging and DailyStory is migrating all customers to 10 DLC.
Once registered with 10 DLC customers will be able to send messages at a higher volume with less filtering. We are told this will result in fewer carrier violations and a higher deliverability rate.
What is A2P 10DLC compliance?
In early 2021 phone carriers (AT&T, Verizon, etc.) have begun to further restrict SMS marketing by rejecting messages as “carrier violations”. At the same time they have also added new surcharges for A2P 10DLC text messaging. And, simultaneously introduced new business registration requirements for A2P 10DLC SMS marketing.
The telecommunication carriers state they are “updating their systems to delivery better quality and lower filtering” for certain businesses that use 10DLC A2P.
And, just like any message sent through DailyStory, the message cannot contain any S.H.A.F.T. (Sex, Hate, Alcohol, Firearms or Tobacco) content.
What is the new A2P 10DLC business registration process?
If you are sending SMS marketing using A2P 10DLC, the update requires you register and pass an approval process. This includes details such as:
- Creation of a business profile with either EIN or DUNS number
- Business address
- Identifying business points of contact
- Describing and classifying the type of business
DailyStory will continue to provide guidance on this new requirement as it evolves. Below are some of the known requirements:
- Company Name
- Company Phone number
- Company Website
- Company Vertical
- Organization Type
- Tax Number/ID/EIN
- Postal Code
- Email address
- Several, typically 2, sample text messages
Are there any fees associated with 10 DLC?
Yes, each campaign registration will incur a one-time registration fee from $50 – $100. This fee is charged by the carriers, not by DailyStory. However, DailyStory will pay for it on your behalf and it will appear on your next invoice. Additionally there is a $10/mo 10 DLC fee, also charged by the carriers, which will be added to your monthly invoice if you utilize DailyStory’s text message marketing.
What if I don’t want to participate?
We understand that you may not wish to participate in 10 DLC registration. While we understand this, please know that not participating in 10 DLC will have an impact on the deliverability of your messaging. The phone carriers have stated that they will implement additional filtering on content sent by non-10 DLC registered businesses.
How should I plan around this?
We know how important SMS marketing is to your business. We also continue to recommend using SMS marketing, but we also recommend investing in other marketing channels (email marketing, social, SEO, etc.).