Questions about A2P 10 DLC?

Richard Kaplan, Ytel |  
If you send, or plan to send, text messages (SMS or MMS) via local phone numbers, then you will need to get your phone numbers registered. In return, carriers in the US will offer increased throughput and improved deliverability.

What is A2P 10DLC (Application-to-Person via 10-digit long code)? It is a program that is being implemented by the mobile carriers to support SMS/MMS message delivery that originates from an application and not another handset (P2P). Carriers have considered A2P messaging to be unsanctioned; and, for this reason, messages were subject to throttling and/or blocking. The A2P 10DLC program has been specially designed and sanctioned for business messaging - offering simplicity, stability, delivery reliability, and security to businesses and their audiences. It will also support the volume of messaging throughput that almost any business use case might require.

Last updated 3/26/21


What is A2P 10DLC (Application-to-Person via 10-digit long code)?

It is a program that is being implemented by the mobile carriers to support SMS/MMS message delivery that originates from an application and not another handset (P2P). Carriers have considered A2P messaging to be unsanctioned; and, for this reason, messages were subject to throttling and/or blocking. The A2P 10DLC program has been specially designed and sanctioned for business messaging - offering simplicity, stability, delivery reliability, and security to businesses and their audiences. It will also support the volume of messaging throughput that almost any business use case might require.

Throughout 2021, the Mobile Carriers (AT&T, Verizon, T-Mobile and others) will be implementing their own specific version(s) of A2P 10DLC. AT&T is the first to announce the implementation of their A2P 10DLC program for SMS which becomes effective March 1, 2021. T-Mobile has announced the implementation of their A2P 10DLC program for SMS which becomes effective April 1, 2021. Verizon has had their version of A2P running for several months.

How does this impact you?
This implementation of A2P 10DLC will require the registration of all US long code numbers (excluding toll-free numbers). The registration process will associate a 10DLC with both a Company (“brand”) and the message content type that will be sent using the approved company long code number(s) (“campaign”).

  • A grace period will be allowed until June 1, 2021 for unregistered campaigns and their messages to be delivered, at the discretion of the mobile network operators.
  • Additional surcharges may be applied to messages during this grace period, per carrier regulations, and may be passed-through to you.
  • After the grace period has expired, any messages from unregistered campaigns will not be delivered.
  • Additional fees and surcharges are expected as the other mobile carriers bring their A2P 10DLC programs online.

What do you need to do?
If you use SMS messaging as part of your customer engagement strategy, or if you plan to introduce messaging in the near future, there is an immediate requirement to register both your Brand and Campaign(s) in order to continue to send SMS over A2P 10DLC.

How does Campaign Registry for A2P 10DLC function:

  • All companies must first register as a Brand.
  • For each message content type transmitted by a Brand, a Campaign is registered. Sample messages, including STOP and HELP, are required for each campaign. Campaigns are associated with the Brand and, in most cases, a single Telephone Number will be used to transmit SMS messages for each campaign. If more than one Telephone number is required, please contact us through live chat for a use-case review.
  • Ytel will assign Telephone number(s) as campaigns are approved. Please contact us through live chat if you have any special requirements for number assignment (Ie. vanity numbers)
  • Auto-response messages for HELP and STOP are required for all campaigns. If you need assistance with the required message components, please contact us through live chat.
  • Brands (companies) can have many different types of campaigns registered. If your company has multiple types of content, (for example: OTP, notifications, customer services communications, etc.) then Campaigns will be registered for each.
  • Upon completion of both the Brand registration form and Campaign registration form, a score will be generated from each Mobile Network Operator indicating, to Ytel, the following controls to be placed on your Campaign(s):
    • Classification
    • Surcharge
    • Throughput Rate Limits

A sample Help Message:

{Company name}: Call {Toll free support number}. Email {Support email}, or visit {website} for more info. Msg&DataRates may apply, REPLY STOP to cancel



T-Mobile Campaign Registry Special Process:


Who does this apply to?
1) A customer sending local SMS that has more than 50 phone numbers in their Brand across all campaigns. 2) A customer sending local SMS sending over 200k T-Mobile SMS in a day, from their Brand, across all campaigns.
Platform providers must Brand and Campaign Register each customer individually if any of their customers (Brands) meet the Sending Number or Sending Volume criteria.

What to do?
Brand and Campaign forms must be submitted. For each criteria (50+ phone number or 200K messages) a separate form must be completed.

Is there a Cost?
Beginning April 1, 2021, T-Mobile will impose its own $50 Brand registration processing fee. In addition, they will require an additional processing fee of $5,000 per brand - approval is not guaranteed and these fees are non-refundable by T-Mobile. Ytel is a pass-thru intermediary.

What's the best alternative to getting registered?
An alternative to A2P 10DLC is to register and use a Toll-Free Number (TFN) for SMS delivery. The approval process is similar to Brand and Campaign Registrations, with a few notable differences. To begin the application process for A2P Toll Free Whitelisted service, contact Customer Support via live chat.

At Ytel, we are committed to helping our customers understand the evolving requirements of the changing communication environment. We understand the impact this new program will immediately have on your business, once it goes live, and will continue to leverage close relationships with all major US carriers to supply the best information and services available.

If you have any questions or need additional information we are ready to help.

For customer support, email us at support@ytel.com or start a live chat by clicking the icon at the lower right of your screen, we are available M-F 6am-6pm PST

Updates
March 25, 2021 - included additional information about T-Mobile and updated the "How Does Campaign Registry...function" section.

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About The Author

Richard Kaplan, Ytel

Richard leads our Carrier team and ensures that all our customers are up and running as quickly as possible, and coaches on industry best practices and compliance.


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