With the introduction of 10DLC in early 2021, US network operators have established it as an option for A2P messaging in the country. In this article we will discuss the below topics:
- Update October 1st, 2022
- What is 10DLC and what changes for me?
- What are my other options?
- What use cases are accepted?
- What are the additional costs associated with 10DLC?
- What information do I need to gather?
- How can I set up my 10DLC?
- How can I set up my 10DLC if I have a number pool and shared numbers?
- OPT-IN and OPT-OUT Compliance
- Support to HELP keyword for Opted-Out end-users
Please also have a look at our Frequently Asked Questions at the bottom of this page to find out more about using 10DLC:
- What is the cheapest solution to send SMS to the US?
- Can I use the same number for multiple use cases?
- How many numbers, brands and use cases can I associate with one another?
- What are the available throughput limits on 10DLC?
- What steps does MessageBird take to register the Brand and Campaign Brief in the Registry?
- How do the Identification and Verification of Brands work?
- My Brand has Unverified Status. How can I re-submit the correct info?
- How does my Brand Verification Status affect my throughput and traffic volume?
- My company is not part of the Russell 3000 Index but we need higher throughput. How can we apply for it?
- How can I cancel my 10DLC subscription?
Update October 1st, 2022Please note: Be sure to register your brand and use cases. Unregistered traffic via 10DLC will continue to be subject to P2P spam policies and will be blocked. Registration for A2P messaging via 10DLC is mandatory. Additional carrier pass-through fees are added to MessageBird’s outbound rates.
The below info is subject to change. T-Mobile update: As of October 1st, 2022, T-Mobile will no longer charge Use Case Registration or Use Case Migration fees.
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What is 10DLC and what changes for me?
10DLC is a local 10-digit phone number that requires Brand & Use Case registration and supports throughput levels suitable for A2P SMS campaigns. 10DLC is sanctioned by the mobile carriers for A2P messaging and changes are meant to provide a reliable user experience, better deliverability and higher messaging speed. If you want to send A2P messages via 10DLC in the United States, you must register your Brand & Use Case. Major Mobile Operator Networks (MNOs) offered a grace period for registration, which is now over. All current and future MessageBird customers must adapt to the 10DLC requirements to continue using this number solution as the originator. Please be sure to register your brand and use cases or your traffic will be blocked by network operators (carriers).
Customers should be aware of the following changes:
- Your brands, and messaging programs per use case, should be registered and approved before going live in the US. You will find a step-by-step guide of what is expected of you below.
- US numbers can no longer be shared by different brands/customers. If you are sending messages on behalf of multiple brands, each brand will need to have its own dedicated 10DLC.
- US carriers have introduced additional charges for brand and use case registrations as well as carrier fees per message. Changes in pricing will be explained below.
- Carriers will determine the actual messaging throughput after registration. More information on this is below.
These changes in the requirements for messaging via 10DLC do NOT relate to or affect toll-free numbers, WhatsApp services and voice-only long-codes.
What are my other options?
MessageBird offers other number types for sending to the US. Depending on your use case, there are different number types that might suit your company better. For more information please see here: US Number Options
Note that in order to send SMS successfully to the United States, you must use one of the number options listed in the above article.
What use cases are accepted?
Standard Use Cases may be available shortly after the use case registration for all qualified registered Brands and do not require vetting or pre/post-approval by Mobile Network Operators.
- 2FA - Any authentication, verification, or one-time passcode
- Account Notifications - Standard notifications for account holders, relating to and being about an account
- Customer Care - All customer interaction, including account management and customer support
- Delivery Notifications - Information about the status of the delivery of a product or service
- Fraud Alert Messaging - Messaging regarding potential fraudulent activity on an account
- Higher Education - Campaigns created on behalf of Colleges or Universities. It also includes School Districts and educational institutions that fall outside of any "free to the consumer" messaging model
- Marketing - Any communication with marketing and/or promotional content
- Polling and voting - Requests for surveys and voting for non-political arenas
- Public Service Announcement - An informational message that is meant to raise the audience's awareness about an important issue
- Security Alert - A notification that the security of a system, either software or hardware, has been compromised in some way and there is an action you need to take
- Low Volume Mixed - For Brands that have multiple use cases and only need very low messaging throughput. Examples include: test or demo accounts, small businesses (single Doctor's office, single Pizza shop etc)
Special Use Cases are sensitive or critical in nature and may require vetting or pre/post-registration approval by Mobile Network Operators. Requirements may vary according to each MNO.
Use cases requiring post-registration approval by MNOs
These use cases may be approved during campaign registration, but are still subject to a check done by the MNOs themselves. It is possible that your campaign is registered, but the MNO rejects your use case, which means you will not be able to send traffic.
- Charity - Communications from a registered charity aimed at providing help and raising money for those in need. Includes only 501c3 Tax-Exempt Organizations.
- Proxy - Peer-to-peer app-based group messaging with proxy/pooled numbers. Supporting personalized services and non-exposure of personal numbers for enterprise or A2P communications. This means that this use case can only be selected if you are using number masking in your communication.
- Sweepstakes - All sweepstakes and ‘giveaways’ messaging.
- K-12 Education - Campaigns created for messaging platforms that support schools from grades K-12, and distance learning centres. This is not for Post-Secondary schools.
- Agents; franchises; local branches - Brands that have multiple agents, franchises or offices in the same brand vertical, but require individual localized numbers per agent/location/office
Use cases only available for pre-vetted brands
- Political (Election Campaigns) - Part of an organised effort to influence the decision making of a specific group. Available only to registered 501(c)(4/5/6) and Orgs with a Campaign Verify token
NOTE: At this moment, MessageBird doesn't support the following use cases:
- Carrier Exemptions - Exemption by Carrier.
- Emergency - Notification services are designed to support public safety / health during natural disasters, armed conflicts, pandemics, and other national or regional emergencies.
- Social - Non-commercial communication within or between closed communities. (e.g. churches communicating with parishioners).
- Sole proprietor - Limited to entities without an EIN / Tax ID
What are the additional costs associated with 10DLC?
Please note below info is subject to change.
T-Mobile requires brand and use case registrations.
- Additional carrier pass-through fees are added to MessageBird’s outbound rates.
- Messaging blocking is expected for any unregistered traffic at the operator's discretion.
AT&T requires brand and use case registrations.
- AT&T Use Case Subscription fee: cost varies based on the use case.
- Additional carrier pass-through fees are added to MessageBird’s outbound rates.
- Messaging blocking is expected for any unregistered traffic at the operator's discretion.
Verizon requires brand and use-case registrations.
- Additional carrier pass-through fees are added to MessageBird’s outbound rates.
- Messaging blocking is expected for any unregistered traffic at the operator's discretion.
- It has not communicated any plans to limit the throughput for 10DLC use cases.
Both U.S. Cellular and TextNow also require brand and use case registrations.
- Additional carrier pass-through fees are added to MessageBird’s outbound rates.
- Messaging blocking is expected for any unregistered traffic at the operator's discretion.
- It has not communicated any plans to limit the throughput for 10DLC use cases.
Additional Registration Charges
US operators have introduced additional charges for brand and use case registrations, which MessageBird will pass along to our customers, in USD:
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Brand Registration Fee |
Applicable to any brand which is currently not registered through MessageBird at the Campaign Registry |
US$ 4 one-off (also applicable for Brand re-submission) |
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Brand Secondary Vetting Fee |
Fee for Brand vetting. Secondary vetting is an additional brand review done by the carriers which may allow for higher throughput. |
US$ 40 one-off (optional) |
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10DLC Use Case Subscription Fee |
Monthly cost applied to each active use case |
US$10 - billed US$120/year. MessageBird requires a 12-month minimum commitment. Valid for most use cases. |
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T-Mobile Special Business Review fee |
The following use cases qualify for special review request:
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$5,000 one-off per request (waived until further notice) |
Additional Carrier Pass-through Fees
There are additional Carrier Pass-through* fees per message on top of MessageBird message rates. These are being finalised by the operators and are subject to change.
*Note: These additional costs will be added to current MessageBird message rates and monthly number rental fees. Message charges will continue to be: Base MessageBird message rate + Surcharge to destination carrier = Total message cost.
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US Carrier Name |
SMS / Carrier fee in USD |
MMS / Carrier fee in USD |
Message Direction |
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T-Mobile USA / Metro PCS / Sprint |
$.0030 |
$.0100 |
Outbound & Inbound |
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AT&T |
$.0020 |
$.0035 |
Outbound only |
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Verizon |
$.0030 |
$.0050 |
Outbound only |
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U.S. Cellular |
$.0050 |
$.0100 |
Outbound only |
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TextNow |
$.0020 |
$.0020 |
Outbound only |
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Claro Puerto Rico |
$.0045 |
free |
Outbound only |
NOTE: Unregistered traffic via 10DLC will continue to be subject to P2P spam policies and messaging blocking is expected for any unregistered traffic at the operator's discretion. From March 1st, 2022 registration for A2P traffic via 10DLC is mandatory.
What information do I need to gather?
In order to set up your 10DLC correctly, you will need to register the Brand as well as create a respective Campaign Brief. The Brand is the message content provider and also the entity for which you are registering the 10DLC. You will register each messaging use case within this Brand as a Campaign Brief. Below you will find the information we need from you to action each request:
Brand Registration
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Item |
Description |
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Legal company name |
The official (legal) name of the business |
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DBA (Doing Business As) or Brand name |
If the brand name is different from the legal name |
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Country of registration |
Country where the business is registered |
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Tax ID/Employer Identification Number (EIN) |
Companies based outside the US should provide a business identification number for their country |
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Website URL |
URL of the company website |
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Company address |
Full address of the company |
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Type of company |
Individual • Private Company • Publicly Traded Company • Charity or Non-Profit Organisation |
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If public company: stock symbol |
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If public company: stock exchange |
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Business Vertical |
Agriculture • Communication and Mass Media • Construction and Materials • Education • Energy and Utilities • Entertainment • Financial • Gambling Lottery • Government • Healthcare • Hospitality and Travel • Insurance • Manufacturing • Non-Government Organization (NGO) • Real Estate • Retail • Information Technology |
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Support Contact |
Email and Phone number for Customer Support |
Use Case Registration (a.k.a Campaign)
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Item |
Description |
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Use case |
Standard: 2FA • Account Notifications • Customer Care • Delivery Notifications • Fraud Alert Messaging • Higher Education • Marketing • Polling and Voting • Public Service Announcement • Security Alert • Demo accounts Special: Carrier Exemptions • Charity • Conversational Messaging • Sweepstakes • Emergency • Social • Political |
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Campaign name |
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Campaign description |
How will you use the 10DLC? |
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Sample message |
A maximum of 5 samples can be provided |
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Campaign attributes - Subscriber opt-in Y/N |
Are you collecting and processing consumers' opt-in? For most informational alerts and promotional SMS programs, the end-user must give express permission before a business sends them a text message. End-users may give permission over text, on a form, on a website, verbally, or with written permission. You may be requested to provide proof of opt-in mechanism. Keep independent opt-in mechanism for each of your use cases. |
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Campaign attributes - Subscriber opt-out Y/N |
Are you collecting and processing consumers' opt-out? For most use cases, businesses must ensure that end-users have the ability to opt-out of receiving messages at any time. It can be supported via different mechanisms, including phone calls, email, or text. Example: end-user replies with keyword STOP to unsubscribe. Then, the content provider sends a final message to confirm that the end-user was unsubscribed and no further messages will be sent. You may be requested to provide proof of the opt-out mechanism. |
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Campaign attributes - Subscriber help Y/N |
Have you implemented message replies providing consumers on how they can contact the content provider for customer care? Example: end-user replies with HELP for support. Customer care requires a toll-free number or email. You may be requested to provide proof of help mechanism. |
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Campaign attributes - Embedded link Y/N |
Is there a URL in your message content? Public URL shorteners are NOT accepted. |
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Campaign attributes - Embedded phone Y/N |
Are you using a phone number within your messages other than the required HELP contact phone number? |
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Campaign attributes - Number pooling Y/N |
Are you using multiple 10DLC instead of a single number? Only required for specific (special) use cases |
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Campaign attributes - Age gated Y/N |
For age-gated content. Example: an end-user is asked to put in their date of birth or otherwise represent their age before subscribing to an age-restricted messaging program. Please note that Messaging programs with SHAFT related content (sex, hate speech, alcohol, firearms, and tobacco) are NOT allowed on any carrier network. |
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Campaign attributes - Direct lending Y/N |
Is it related to money lending or loan arrangements? |
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Campaign attributes - Agreement with "Terms and Conditions" Y/N |
Please, confirm that this Messaging program will NOT be used for Affiliate Marketing, and is fully compliant with current CTIA Messaging Principles and Best Practices |
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Associated 10DLC for your use case |
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Note: Are you a current MessageBird customer who is migrating your long-codes to the 10DLC standard? If yes, please inform us which of your number(s) you would like to associate to each use case. This information can be shared via spreadsheet if needed. e.g. +1 XXX XXXXXXX assigned to 2FA use case
How can I set up my 10DLC?
In order to set the 10DLC up for messaging, please follow the below steps:
- Before applying for 10DLC Registration, make sure you have one (or more) dedicated 10DLC (US SMS Number) linked to your account. You can buy a Number in your Dashboard and you can read here how to buy a Number: Buy a Virtual Mobile Number (VMN)
- Gather the information regarding both your Brand Registration as well as your Campaign Brief as outlined above.
- If you have multiple Campaigns, choose and note down which 10DLC will be used for each of your Campaigns.
- When you have the above information ready, you can apply for registration by completing this application form.
- You will receive an invoice for the registration costs. Once we have received payment we will proceed with the next step.
- MessageBird will process your request with the regulator and keep you informed on your registration status. This process should take approximately one week. When your request has been approved your use case will be assigned a Campaign ID that is linked to the respective 10DLC.
- You can now start sending the registered traffic. Make sure that you are using the respective 10DLCs as the originator for each of your Campaign IDs.
How can I set up my 10DLC if I have a number pool and shared numbers?
Number pooling is a method for automatic allocation of numbers, which was used to facilitate message delivery before 10DLC implementation.
Nowadays, each 10DLC supports high throughput levels suitable for business A2P SMS messaging. In general, number pools are not needed - except on specific use cases - and their indiscriminate use can result in traffic blocking. We advise all MessageBird customers to remove and cancel all additional numbers from the pool and select only one 10DLC per use case before starting the registration process.
NOTE:
- Each 10DLC must always be associated with a campaign and cannot be shared between multiple brands. Shared numbers among brands are forbidden.
- Number pools for the purpose of higher throughput are not allowed nor necessary when you use a registered 10DLC. Number pools should be used only when required for business purposes, for example, in case the same campaign will be used by multiple brand shop branches. If your brand requires the use of a number pool, please make sure to list all your numbers that should be linked to that use case.
- You are allowed to register up to 49 numbers per use case for each Brand. The allocation of 49+ numbers under the same Brand and Campaign Brief will be subject to the operator’s review at cost.
- Note that adding more numbers doesn’t affect the total throughput. More information in the section What are the available throughput limits on 10DLC?
OPT-IN and OPT-OUT Compliance
MessageBird will monitor standard OPT-IN and OPT-OUT keywords (see list below) to ensure compliance with the applicable regulations. If an opt-out request is received, MessageBird will process it and block future communications between the Sender and the Receiver (opt-out number) until this same Receiver (the end-user) OPT-IN again by sending the appropriate keyword. Personalized opt-out acknowledgement, non-standard opt-out words - for example, in different languages - as well opted-out number tracking can be set up by customers using Flow Builder or, if you use Contacts, activating the Automatic SMS Subscriptions (Opt-in/Opt-out).
Standard OPT-OUT keywords used by MessageBird are (all case insensitive) are
- stop *
- stopall
- unsubscribe
- quit
- cancel
- end
* No personalized opt-out confirmation is allowed for Toll-Free Numbers. For those keywords, the carriers will send a standard one and block traffic immediately. This restriction does not apply to Long codes and Short codes.
Standard OPT-IN keywords used by MessageBird are (all case insensitive) are
- unstop
- start
- yes
Support to HELP keyword for Opted-Out end-users
Each MessageBird customer must support the HELP keyword and send required HELP messages to end-users. HELP requests should be supported at all times, even when it is requested by opted-out end-users.
To prevent abuse and unsolicited content delivery, Messagebird will allow only pre-approved HELP templates to be sent to OPTED-OUT end-users. Customised messages remain available for OPTED-IN end-users.
To avoid blocking, please ensure your HELP answer to OPTED-OUT end-users matches the following template:
Manage your preferences. Reply STOP to opt-out or START to opt-in. Msg&Data rates may apply.
Frequently Asked Questions
What is the cheapest solution to send SMS to the US?
The cheapest solution for 10DLC Messaging is registering your Brand and applying for a Low Volume Mixed-use case. Among the standard use cases, this one has the lowest subscription fee.
This is a good fit solution if you meet the following criteria:
- You don’t send more than 10k SMS/month across all carriers.
- You don’t need high throughput. Low Volume Mixed cases are restricted to 75 messages/minute on the AT&T network and capped volume at 2k messages/day on T-Mobile.
- Your messages are NOT time-sensitive.
If your use case doesn’t meet these criteria, there are other standard types available for you to choose from. Please see here: What use cases are accepted?
Can I use the same number for multiple use cases?
Yes, this is possible and it is called a Mixed-Use Case. You can select up to 5 different standard use cases in the same 10DLC. From experience, we urge you to keep the following in mind though:
- AT&T discourages Mixed-Use Cases. Once its grace period is over, its carrier pass-through fees will be more expensive. In addition, filtering is increased and throughput is lower when compared to single-use cases.
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For medium / high volume traffic, MessageBird recommends separating the use cases in different 10DLC. It is better to register one Campaign Brief for each use case with a dedicated 10DLC for each.
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If a suspicious SMS is flagged on a Mixed-use case campaign, the traffic will be suspended/blocked for the 10DLC as a whole, including all use cases in that number.
How many numbers, brands, and use cases can I associate with one another?
- You can associate up to 49 numbers to the same Brand + Campaign Brief. Note that it won’t increase deliverability - because the throughput is limited on the Brand or Campaign Brief level. If you have a special use case that requires more than 49 numbers linked to the same Campaign Brief, it will require post-registration approval by the carriers, and T-Mobile charges US$5000/ request for evaluation (cost is currently waived until TBD). E.g. the special use case for Agents & Franchises.
- One 10DLC can only be associated with one Brand + Campaign Brief (Use Case). This can be a Mixed-Use Case but note this needs to be registered as such. If you register a single standard use case but send mixed traffic, your traffic will be blocked.
- The only option for multiple use cases in the same 10DLC is the Mixed-use case or Low Volume Mixed (if you meet the criteria).
What are the available throughput limits on 10DLC?
Each carrier is evaluating Brands and Campaign Briefs (aka Use Cases) independently. The throughput for a particular Brand and Use Case is determined by each carrier after the registration is complete.
AT&T provides throughput limits per minute for each Campaign Brief. If the Campaign Brief has multiple 10DLC, that minute allowance is shared across all linked 10DLC. Selecting a Mixed-use case on one 10DLC will have an impact: lower throughput and higher carrier fees with AT&T.
T-Mobile provides throughput limits per day for each Brand. If the brand has multiple Campaign Briefs (Use Cases), that daily allowance is shared across all Campaigns Briefs. Selecting a Mixed-use case does not have an impact on your throughput or carrier fees with T-Mobile.
Other US operators have not communicated any plans to limit the throughput for 10DLC use cases so far.
Throughput Limits on AT&T
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AT&T |
Use Case Type |
Use Case |
AT&T TPM (Transactions per minute) |
| A | Standard |
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| B | Standard |
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| C | Standard |
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| D | Standard |
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| E | Standard |
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| F | Standard |
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| T | Basic |
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| G | Special |
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| P | Special |
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| S | Special |
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| K | Special |
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| X | Special |
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| N | Special |
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| W | Special |
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| Y | Special |
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Throughput Limits on T-Mobile
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T-Mobile |
Use Case Type | Use Case | T-Mobile Daily Message Cap |
| Top | Standard |
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| High Mid | Standard |
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| Low Mid | Standard |
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| Low | Standard |
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What steps does MessageBird take to register the Brand and Campaign Brief in the Registry?
The Campaign Registry or TCR is the organization that is responsible for managing all 10DLC registrations. Once we get all the above-mentioned details about your 10DLC, your Brand, and your Campaign Brief(s) per Use Case, we will perform the following steps in partnership with The Campaign Registry.
A simplified step-by-step is:
- Identification and Verification of Brands: initial check to confirm it is an actual Brand eligible for A2P 10DLC Messaging. This is the first step of the Brand Registration and will incur the Brand Registration fee of US$4 independent of the outcome. IMPORTANT: if your Brand fails to be Verified, you are not allowed to use 10DLC Messaging.
- Further Brand Registration: detailed registration of the Brand (public-facing brand or message content provider) within the TCR ecosystem.
- Brand Secondary Vetting: applicable to all Brands that are not in the Russell 3000 Index and wish to apply for higher throughput equivalent to the Message Class A, B, C or D for AT&T and Message Tier “Top” or “High” for T-Mobile. The higher throughput is not guaranteed.
- Campaign Brief / Use Case Registration: detailed registration of the Use Case associated with that Brand. It includes description, messaging attributes, features, sample messages, etc.
How do the Identification and Verification of Brands work?
Brand Identification confirms the existence of the Company you submitted by checking against several databases. The Brand Identity Status - Verified or Unverified - is based on the accuracy* of the submitted information.
The following information must be verified for the brand to obtain a “Verified” status:
- EIN / Tax ID
- DUNS number is optional but highly recommended for non-US based companies
- Legal Company Name
- Legal Company Address
MessageBird suggests paying attention to the items below:
- For US Brands, it is important that their EIN, Legal Name and Address match their registered records at the State and/or Federal level.
- For Non-Profit Brands, 501(c)(x), it is important that the registered EIN is tax-exempt as confirmed by the IRS.
- For Government Brands, it is important that their EIN matches a government entity.
- For Non-US Brands, a Business Number, VAT Number, or DUNS, along with the correct registered address will help with the identification process.
*Typos and outdated information can prevent a Brand from being Verified and consequently block any A2P 10DLC Messaging for that Brand. It will return an Unverified Status for that Brand.
My Brand has an Unverified Status. How can I re-submit the correct info?
If your Brand Identification and Verification get Unverified Status, our Messagebird Support Team will contact you for clarification. If you realize that the information needs to be updated please reach out to our Support team here.
You can require as much Brand Verification or re-Verification as you need. Please note that each of them will cost US$4 as it is the first step in the Brand Registration process.
How does my Brand Verification Status affect my throughput and traffic volume?
Carriers broadly categorize Brands in 4 categories:
- Unverified Status: all traffic gets blocked. 10DLC Messaging is not allowed.
- Verified Status, but not part of the Russell 3000 Stock Index: lower-tier throughput limited to Message Class 'E' or 'F' on AT&T and Brand Tier 'Low' on T-Mobile
- Verified Status, with Secondary Brand Vetting: recommended for Brands that are not part of Russell 3000 Stock Index but wish to have access to the higher-tier throughputs. After vetting, the available throughput and classification will depend on the resulting Vetting Score achieved.
- Verified Status and part of the Russell 3000 Stock Index: higher-tier throughput limits including Message Class 'A' or 'B' on AT&T and Brand Tier 'Top' and any classification below these.
My company is not part of the Russell 3000 Index but we need higher throughput. How can we apply for it?
You can apply for Brand Secondary Vetting at a cost of US$40. Vetted Brands can have access to all standard Use Cases. Note that the available throughput and classification will depend on the resulting Vetting Score achieved.
Carriers allow Brand Secondary Vetting via an authorized 3rd party listed below:
- WMC Global
- Aegis Mobile
- Campaign Verify - Applicable for Political use cases only
Vetting will be based on your current Brand information. MessageBird suggests double-checking that all details are correct before proceeding. When you have checked your details, you can initiate vetting by contacting Support on this page.
Note: better throughput is not guaranteed. In the rare event of a lower Vetting Score, the Brand Secondary Vetting can also impose a reduction in a Brand & Use Case throughput. Check the table here for reference.
How can I cancel my 10DLC subscription?
Your 10DLC registration subscription will keep running until this is cancelled. If you are not sending traffic anymore but have not cancelled your subscription with us, you will continue to be billed. To cancel your 10DLC registration subscription, please reach out to our Support Team via this page listing the Numbers that you would like to cancel, at least one month before the end of the subscription date.
Note that cancelling your Number subscription in our Dashboard directly will only deactivate the Number itself from your account. It will not cancel your 10DLC registration subscription; your subscription costs will keep running until these are cancelled by our support team.