Understanding 10DLC: A Business Guide to the New Standard in A2P Text Messaging

1. Executive Summary: Understanding 10DLC in Brief

10-Digit Long Code, commonly known as 10DLC, represents a significant evolution in how businesses in the United States conduct Application-to-Person (A2P) text messaging. It is the current industry standard that allows businesses to send SMS and MMS messages using familiar, local 10-digit phone numbers.¹ The system was introduced primarily to enhance trust within the messaging ecosystem, combat the rising tide of spam, and ensure a more reliable and secure communication channel for both businesses and consumers.

For businesses, several key aspects of 10DLC are critical to understand. Firstly, 10DLC enables the use of standard 10-digit phone numbers, which can include a local area code, for A2P messaging, rather than requiring businesses to use short codes or less suitable toll-free numbers for all types of communication.³ Secondly, a core component of the 10DLC framework is the mandatory registration of the business entity, referred to as the "Brand," and the specific purposes for which messages will be sent, known as "Campaigns".² This registration process is central to the system's goals. The primary objectives behind 10DLC are to significantly reduce unsolicited messages (spam) and fraudulent activities, thereby improving the deliverability of legitimate business communications and bolstering consumer confidence in the SMS channel.⁶ Adherence to 10DLC requirements brings tangible benefits, including the potential for higher message throughput (the volume of messages that can be sent in a given time) and improved customer engagement due to increased trust and message relevance.⁸

The importance of understanding and complying with 10DLC cannot be overstated. Non-compliance can result in significant operational disruptions, including the blocking or filtering of messages by mobile carriers, and can also lead to financial penalties.⁸ Therefore, a clear grasp of 10DLC is essential for any business leveraging text messaging for customer communication.

The introduction of 10DLC signals a maturation of the Application-to-Person (A2P) messaging market. Historically, the use of standard 10-digit long codes for A2P messaging was often an unsanctioned practice, leading to an environment with inconsistent rules and potential risks for businesses.³ As SMS became an increasingly popular and effective communication channel for businesses, this unregulated space saw a corresponding rise in spam and a decline in consumer trust.⁶ Mobile carriers and regulatory influencers recognized the need for a structured system to manage this burgeoning traffic, protect consumers, and preserve the integrity of the SMS channel.³ Consequently, 10DLC emerged, introducing formal registration processes, vetting procedures, and clear compliance requirements.¹ This formalization, characterized by established standards and best practices, is indicative of an industry moving towards greater stability and accountability to ensure its long-term viability and maintain user trust.

Furthermore, 10DLC represents more than just a technical adjustment; it embodies a strategic shift that necessitates greater transparency and a more consumer-centric approach from businesses in their messaging practices. The fundamental aim of 10DLC is to shield consumers from unwanted messages and to curtail spam.⁵ The registration process itself compels businesses to clearly identify themselves (as a "Brand") and to define the nature and purpose of their communications (through "Campaigns").¹ To comply, businesses must also secure appropriate consumer consent before sending messages and adhere to strict content guidelines.⁷ These requirements inherently push businesses to be more forthright and considerate in their SMS strategies, moving away from practices that might have been perceived as unsolicited or ambiguous. Successfully navigating the 10DLC landscape, therefore, involves not merely technical adherence but a fundamental commitment to responsible, valuable, and transparent customer communication.

2. Decoding 10DLC: What Businesses Need to Know

To effectively utilize 10DLC, businesses must first understand its core components and how it differs from previous messaging practices.

Defining 10DLC: From Long Codes to a Sanctioned System

A "long code" traditionally refers to a standard 10-digit phone number, structured with an area code followed by a local number, the same format used for everyday person-to-person phone calls and texts.³ The term "10DLC" also stands for "10-Digit Long Code," but in the context of business messaging, it specifically signifies a system where these standard 10-digit phone numbers are officially approved and sanctioned by U.S. mobile carriers for Application-to-Person (A2P) messaging.¹ Prior to the formal establishment of 10DLC, businesses that used regular 10-digit long codes for high-volume A2P messaging operated in a grey area; such usage was often unsanctioned by carriers and could result in messages being filtered, blocked, or delivered with very low throughput.³

A2P messaging, or Application-to-Person messaging, is distinct from Person-to-Person (P2P) messaging. A2P refers to traffic where messages are sent from an application or software platform to an individual end-user. This is the typical mode of communication for businesses sending alerts, notifications, marketing messages, appointment reminders, or customer service updates.¹ P2P messaging, conversely, involves direct communication between two individuals. It's important for businesses to recognize that under the 10DLC framework, mobile carriers in the U.S. now consider virtually all SMS and MMS messages sent by a business to be A2P traffic, even if those messages are triggered manually by a human employee through a business messaging platform.¹⁵¹ clearly defines 10DLC as a system enabling A2P messaging via standard 10-digit long codes. ² elaborates that A2P 10DLC ensures messages are authenticated and routed through a software interface, distinguishing them from P2P traffic. ¹³ reinforces this by highlighting that A2P is employed for bulk messaging campaigns, unlike P2P, and ¹⁵ underscores the broad carrier definition of A2P that encompasses most business communications.

The Core Purpose: Enabling Sanctioned A2P Messaging for Modern Business Communication

The fundamental purpose of 10DLC is to provide an officially recognized, sanctioned, and supported channel for businesses to conduct A2P messaging using local 10-digit phone numbers.³ This official status offers a level of legitimacy and reliability that was previously lacking when businesses used unsanctioned long codes for A2P communication.

A key aspect of 10DLC is its design to support higher volumes of messages than traditional P2P long codes, which are typically rate-limited to prevent abuse.² This makes 10DLC suitable for a wide array of business use cases, including sending mass alerts, promotional campaigns, customer notifications, and facilitating interactive customer service. For instance, ⁵ explicitly notes that 10DLC supports "high volume SMS Messaging," and ² affirms that businesses can leverage 10DLCs to dispatch a "high volume of messages." ⁴ further emphasizes that 10DLC is "designed to facilitate a much higher volume of mass SMS messages."

Moreover, 10DLC offers versatility. It supports not only SMS (text) messages but also MMS (multimedia) messages. Many 10DLC numbers can also be voice-enabled, allowing businesses to use a single, consistent phone number for multiple modes of customer communication—texting, picture/video messaging, and voice calls.⁹¹⁶ indicates that 10DLC supports SMS, MMS, and often voice calls, while ⁹ highlights voice capability as a distinct advantage over traditional short codes.

The establishment of 10DLC has effectively standardized what was previously a fragmented and often risky practice for businesses—namely, sending A2P messages over unsanctioned long codes. Before 10DLC, companies attempting this faced unpredictable message deliverability and the constant threat of their communications being flagged as spam or blocked entirely by carriers.³ This environment created significant uncertainty and inefficiency for business communications. The 10DLC system, by contrast, introduces clear rules, mandatory registration processes, and official carrier sanctioning.¹ This standardization significantly reduces ambiguity and provides a much more stable and predictable framework for A2P messaging, directly benefiting businesses that adhere to the system's requirements.

The increasing dependence of businesses on SMS for effective customer engagement was a significant factor driving the need for a system like 10DLC.⁶ SMS boasts exceptionally high open and engagement rates, making it a highly attractive channel for businesses seeking to connect with their customers.¹⁸ As more businesses recognized this potential and began to adopt SMS, A2P traffic transmitted over long codes surged, frequently in an unsanctioned manner.³ This uncontrolled expansion led to a corresponding increase in spam and consumer complaints, which began to erode the overall effectiveness and trustworthiness of the SMS channel.⁶ Consequently, mobile carriers required a robust mechanism to manage this escalating A2P traffic, verify its legitimacy, and protect the integrity of the messaging ecosystem, ultimately leading to the development and implementation of the 10DLC standard.

3. The "Why" Behind 10DLC: Addressing the Messaging Ecosystem's Challenges

The introduction of 10DLC was not an arbitrary change but a necessary response to several pressing challenges within the mobile messaging landscape. Understanding these drivers is key for businesses to appreciate the system's design and its compliance requirements.

Combating Spam and Protecting Consumers

A primary impetus for the establishment of 10DLC was the urgent need to curtail the proliferation of unsolicited messages (spam) and fraudulent activities, such as phishing, which had become increasingly common with unmonitored A2P messaging over standard long codes.³ As ³ explicitly states, mobile carriers are ultimately "on the hook for any bad actors, spam, or other issues a consumer might have." ⁵ further reinforces this, highlighting that the "main goal of 10DLC is to combat spam and fraud." Similarly, ⁷ notes that 10DLC was conceived to "cut down on unwanted spam."

By creating a more vetted, registered, and transparent system, 10DLC aims to rebuild and sustain consumer trust in business text messaging.⁶⁶ emphasizes a crucial point: "consumers trust verified ecosystems," and in this context, "A2P 10DLC means trust." The findings from research on smishing (SMS phishing) detection, such as in ⁵⁰, reveal significant user skepticism and difficulty in distinguishing legitimate messages from fraudulent ones. This study indicated that users often misidentify genuine messages, pointing to a low baseline of trust that 10DLC, through its verification processes for business communications, seeks to improve. A more trusted ecosystem benefits both consumers, who receive fewer unwanted messages, and legitimate businesses, whose messages are more likely to be received and engaged with positively.

Establishing Accountability and Transparency in Business Texting

Another critical objective of 10DLC is to introduce a higher degree of accountability and transparency into the business texting environment. The system achieves this by requiring businesses (referred to as "Brands" in 10DLC terminology) and their specific messaging intentions (referred to as "Campaigns") to be registered.¹ This registration process provides mobile carriers with clear visibility into who is sending messages and for what purpose. As noted in ¹⁵, "10DLC requires businesses to register a Brand (business) and Campaigns (Use Cases) to increase transparency regarding who is sending what." ¹ further defines a "Brand" as the company's name and a "Campaign" as the description of the types of messages the company will be sending.

Mobile carriers bear a significant responsibility for the traffic on their networks and face considerable pressure from both consumers and policymakers regarding the issue of unwanted messages.³³ points out that carriers "hear from policymakers like states attorneys general, regulators and the House and Senate when customers receive unwanted messages." 10DLC provides these carriers with more effective tools and a structured framework to manage A2P traffic, identify legitimate senders, and mitigate the flow of undesirable communications.

The Role of Carriers and Regulatory Influence (e.g., CTIA, The Campaign Registry)

10DLC is fundamentally a carrier-led initiative, implemented and enforced by the major U.S. mobile network operators (MNOs) such as AT&T, Verizon, and T-Mobile.²²⁰ confirms that "US carriers introduced a new service called A2P 10DLC," and ²¹ states that "All major US carriers, including AT&T, Verizon, T-Mobile, and Sprint, are working toward A2P 10DLC support."

Central to the operational framework of 10DLC is The Campaign Registry (TCR). TCR is an independent, third-party organization responsible for the registration of 10DLC Brands and Campaigns. It functions as a reputation authority and a central information database for the 10DLC ecosystem, working in coordination with carriers and messaging providers.¹⁵ describes TCR as "a centralized hub for A2P 10DLC messaging campaigns," while ¹ notes that TCR "acts as a reputation authority for business messaging on 10DLC." A comprehensive overview of TCR's pivotal role and its interactions with Campaign Service Providers (CSPs), Direct Connect Aggregators (DCAs), and MNOs is provided in.²³

The rules and operational standards of 10DLC are heavily influenced by the Cellular Telecommunications Industry Association (CTIA). The CTIA publishes "Messaging Principles and Best Practices" that provide comprehensive guidelines for the wireless messaging ecosystem, with a strong focus on obtaining consumer consent, protecting consumers from unwanted messages, and promoting responsible messaging practices.³³ mentions that the CTIA's "Messaging Principles and Best Practices" were instrumental in codifying 10DLC. ¹¹ explicitly states that 10DLC requires senders to adhere to CTIA guidelines, and ²⁴ offers an in-depth examination of the July 2019 CTIA principles that underpin much of the 10DLC framework.

The legal backdrop for many of these requirements, particularly concerning consumer consent for receiving messages, is provided by the Telephone Consumer Protection Act (TCPA).²³ highlights the TCPA's mandate for consumer opt-in to receive commercial messages, and ² notes that the A2P 10DLC system is designed to help businesses maintain compliance with TCPA regulations.

The establishment of 10DLC can be seen as part of a broader societal movement demanding increased accountability and more ethical conduct from businesses in their utilization of digital communication channels. The initial phases of the internet and digital communication were often characterized by rapid, largely unregulated expansion. This led to various issues, such as the deluge of email spam (which prompted legislation like CAN-SPAM), concerns over data privacy breaches (resulting in regulations like GDPR and CCPA), and, more recently, the surge in SMS spam. Consumers and regulatory bodies are demonstrating growing intolerance for digital marketing practices perceived as intrusive, deceptive, or unsolicited. The 10DLC framework, with its stringent emphasis on registration, verifiable consent, and transparency in messaging practices ², is a clear manifestation of this trend specifically within the SMS messaging domain. It effectively signals that businesses can no longer treat SMS as an ungoverned "Wild West".⁹ Instead, they are now expected to adhere to standards of conduct that mirror the ethical and regulatory expectations evolving in other digital communication spheres.

Looking ahead, the success of the 10DLC model in the U.S. in curbing spam and fostering a more trustworthy messaging environment could potentially serve as a blueprint for other digital communication channels facing analogous challenges. While 10DLC is currently a U.S.-specific system ¹², the underlying issues of managing A2P traffic and combating spam are global concerns. If the 10DLC approach—which involves a central registry, brand and campaign registration, trust scoring, and close cooperation among carriers—proves effective in the U.S. market ¹², it is conceivable that other countries or regions might explore similar frameworks. The core principles of sender transparency, accountability for message content, and robust consumer protection are universally applicable. The lessons learned from the implementation of 10DLC, including its operational challenges ¹⁰ and its successes, could inform and shape future regulatory initiatives for A2P messaging on a global scale or influence standards for other digital messaging platforms.

4. How 10DLC Works: A Simplified Overview for Businesses

Navigating the 10DLC system requires businesses to understand its key operational components, particularly the roles of The Campaign Registry, the registration process itself, and the significance of Trust Scores.

The Campaign Registry (TCR): Central to 10DLC

The Campaign Registry (TCR) is the cornerstone of the 10DLC ecosystem. It is a third-party entity tasked with administering the registration of 10DLC "Brands" (the businesses sending messages) and "Campaigns" (the specific use cases for those messages).¹ TCR functions as a central information hub, providing visibility to mobile carriers regarding who is sending A2P messages and for what purposes. As described in ⁵, "a business must register with Campaign Registry, a centralized hub," and ²⁸ elaborates that "TCR verifies that your business is legitimate." ²³ provides a detailed explanation of TCR's central function and its interactions with other key players in the ecosystem.

Typically, businesses do not interact directly with TCR. Instead, they work through their chosen messaging platform providers, known as Campaign Service Providers (CSPs). These CSPs (e.g., companies like Twilio, Vonage, Sinch, and many others) manage the registration process with TCR on behalf of their business customers.⁵ For example, ⁵ notes, "A service provider, like CM.com, connects directly with Campaign Registry." Similarly, ¹⁹ explains that registration occurs via "a Campaign Service Provider (CSP), such as Text-Em-All, who registers on your behalf through The Campaign Registry (TCR)." The roles of CSPs and Direct Connect Aggregators (DCAs), who handle message transmission to carriers, are further detailed in.²³

Brand and Campaign Registration: What It Means for Your Business

The 10DLC registration process involves two primary components: Brand registration and Campaign registration.

• Brand Registration: This step requires the business entity itself to be registered. It involves submitting verifiable information about the business, such as its legal name, Employer Identification Number (EIN) or other tax ID, physical address, and official website.¹¹ defines a "Brand" as "the term 10DLC uses for your company's name," and ² states that "Brand Registration: Businesses must identify themselves to the carrier networks." Detailed information required for brand registration is listed in.⁸
• Campaign Registration: Beyond registering the business itself, each specific messaging use case must be registered as a "Campaign." Examples of campaigns include sending account notifications, marketing promotions, two-factor authentication (2FA) codes, or customer care messages.¹ Campaign registration typically requires providing sample messages that accurately represent the content to be sent, as well as detailing the processes used to obtain consumer opt-in. ¹ explains that a "Campaign" is "the term 10DLC uses to describe the type of messages your company will be sending." ² adds that for "Campaign Registration: Businesses must give examples of the messages they're sending and show proof that consumers opted in."

Registration is not optional; it is a mandatory prerequisite for sending A2P messages via 10DLC numbers. Traffic from unregistered numbers or for unregistered campaigns faces a high likelihood of being blocked or heavily filtered by mobile carriers. Furthermore, non-compliance can lead to higher per-message fees and, in some cases, significant financial penalties.²⁸ clearly warns, "Failure to register for 10DLC ran result in your messages being blocked or marked as spam... You may also be fined." ¹⁰ highlights the consequences experienced by unregistered organizations in 2024, including "higher message filtering, delivery issues and significantly higher carrier pass-through fees."

The Significance of Trust Scores

A crucial output of the 10DLC registration and vetting process is the assignment of a "Trust Score" or reputation score to each registered Brand.² As outlined in ⁵, "The Campaign Registry uses an algorithm to review specific company criteria to assign you a 'Trust Score.'" ² further explains, "When TCR verifies that a business is legitimate, it will assign a 10DLC number with a trust score."

This Trust Score is not merely a symbolic rating; it has a direct and significant impact on a business's messaging capabilities. The score primarily influences the messaging throughput allocated to the Brand's campaigns—that is, how many messages can be sent per second or per minute. It can also affect message deliverability rates and even the fees charged for messaging.² Generally, a higher Trust Score translates to better messaging capabilities: higher throughput, more reliable delivery, and potentially lower costs. ⁵ states, "This Trust Score determines your messaging throughput... The higher your Trust Score, the higher your messaging throughput." ² concurs: "Higher trust scores mean higher delivery rates and message throughput."

The intricacies of the 10DLC registration process, especially the detailed information required for Brand and Campaign approval, subtly enforce a higher level of operational maturity and transparency upon businesses choosing to use SMS as a communication channel. To successfully register, businesses must typically provide formal identification such as an EIN or other recognized tax ID.⁸ They are often required to have a functional and professional business website that includes clear privacy policies and terms of service.⁸ Furthermore, businesses must explicitly define their messaging use cases, submit representative sample messages for review ¹, and meticulously document their consumer opt-in mechanisms.² Collectively, these prerequisites necessitate that businesses establish, document, and adhere to compliant processes for their SMS communications. This moves them away from potentially ad-hoc, inconsistent, or poorly governed messaging practices, inherently pushing them towards greater operational rigor and accountability.

In this evolving landscape, Trust Scores are emerging as a new form of "digital credit" for businesses operating within the messaging ecosystem. A business's past behavior, its verifiable identity, and the transparency of its operations directly influence its future communication capabilities and associated costs. These Trust Scores are assigned following a vetting process that scrutinizes brand information and assesses legitimacy.² The scores then determine critical operational parameters, most notably message throughput and deliverability.² Poor messaging practices, failure to comply with guidelines, or an inability to verify legitimacy can result in low Trust Scores, significantly hindering a business's messaging effectiveness and potentially increasing costs.²⁶ This system creates a strong incentive for businesses to maintain a positive reputation and consistently adhere to compliance standards, much like a traditional credit score influences access to financial opportunities. Over time, businesses that consistently earn and maintain high Trust Scores will likely experience a competitive advantage in their SMS communication efforts. Conversely, those with persistently low scores may find the SMS channel increasingly difficult, restrictive, or expensive to utilize. This dynamic could also foster a market for specialized "Trust Score optimization" services, aimed at helping businesses navigate the vetting process and improve their standing within the ecosystem.

5. Benefits of Adopting 10DLC for Your Business

Adopting the 10DLC standard offers businesses a range of significant advantages over previous A2P messaging methods, contributing to more effective and reliable customer communication.

Improved Message Deliverability and Reduced Filtering

One of the most compelling benefits of 10DLC is the enhanced deliverability of messages. Because registered 10DLC messages are recognized by mobile carriers as legitimate, sanctioned A2P traffic, they have a significantly lower chance of being erroneously filtered as spam or blocked altogether. This is a marked improvement compared to the often-unpredictable deliverability of messages sent via unsanctioned long codes and, in some instances, even shared short code traffic which could be affected by the actions of other users on the same code.¹¹ clearly states, "Carriers' A2P 10DLC offerings provide better delivery quality and reduced filtering compared to existing long codes." ² reinforces this by noting, "Unlike short codes that often get caught in spam filters, 10DLC messages have a much better chance of reaching your audience's inbox." Furthermore, ¹⁶ explains that "10DLC numbers are registered specifically for A2P messaging, which means U.S. carriers treat them as trusted sources," leading to more consistent message delivery.

Enhanced Customer Trust with Local, Recognizable Numbers

10DLC allows businesses to use standard 10-digit local phone numbers, which often include a familiar area code for recipients. This local presence can make messages feel more personal, relevant, and trustworthy compared to communications from anonymous-looking short codes or generic toll-free numbers.² As ² highlights, "The genius of 10DLCs is that they're designed to look like local phone numbers. This makes business communication...appear more trustworthy." ⁹ echoes this sentiment: "Unlike short codes or toll-free numbers, 10DLC provides a local, recognizable area code. This creates a more personal connection with your recipients, who are more likely to trust and respond to a local number."

Increased Throughput for Messaging Campaigns

Registered 10DLC campaigns are typically granted significantly higher messaging throughput—the rate at which messages can be sent (e.g., messages per second or per minute)—than what was permissible with unsanctioned P2P long codes used for A2P purposes. In many cases, the throughput achievable with 10DLC is comparable to that of more expensive options like dedicated short codes, making it suitable for larger-scale campaigns and time-sensitive communications.¹¹ notes that "Once registered, many customers will experience an increase in throughput." ⁹ confirms that "Registered 10DLC numbers can send messages at a higher volume than unregistered numbers." Impressively, ¹² points out that "MNOs permit vetted businesses to send much higher volumes of messages per minute—almost up there with short code throughput."

Cost-Effectiveness Compared to Alternatives (e.g., Dedicated Short Codes)

From a financial perspective, 10DLC presents a more accessible option for many businesses. Generally, 10DLC numbers are considerably less expensive to acquire, register, and maintain on a monthly basis compared to dedicated short codes, which often involve substantial setup and recurring fees.⁴ This lower cost structure makes robust A2P messaging capabilities available to a broader range of businesses, including small and medium-sized enterprises. ¹² highlights that "10DLC numbers have similar low monthly lease fees and carrier surcharges as unregistered long codes—far less expensive than short codes." ⁴ provides a concrete comparison: "10DLC also does not come with the high-cost of a short code. Short codes cost between $1,000-$1,500 a month."

Voice Capability and Two-Way Communication

A significant advantage of many 10DLC numbers is their ability to also support voice calls. This allows businesses to maintain a single, unified phone number for both text-based and voice-based customer interactions, simplifying communication channels and enhancing brand consistency.² Furthermore, 10DLC fully supports two-way messaging, enabling businesses to engage in interactive, conversational exchanges with their customers, which is crucial for customer service, support, and building relationships.² As stated in ⁹, "Unlike short codes, 10DLC numbers support both voice and text functionality." ² confirms that "10DLCs allow for two-way messaging and voice calls."

The combination of a local, recognizable phone number and the verified sender status conferred by 10DLC registration can lead to substantial improvements in customer engagement metrics, such as open rates and response rates, that go beyond mere message deliverability. The use of local numbers inherently fosters a sense of trust and personalization.² This trust is further amplified by the 10DLC registration process, which assures recipients that the sender is a legitimate, verified business.⁶ An increased level of trust generally correlates with a higher propensity for recipients to open, read, and interact with a message. Indeed, ⁶ indicates that consumers show as much as a 27 percent increase in likelihood to make a purchase from businesses whose messaging is verified. Therefore, 10DLC not only improves the chances of a message reaching the customer's inbox but also significantly enhances the probability that the message will be positively received and acted upon, ultimately leading to a better return on investment for messaging campaigns.

The 10DLC framework effectively democratizes access to sanctioned, high-throughput A2P messaging capabilities. Previously, this domain was largely dominated by dedicated short codes, which, while effective, came with a high price tag that was often prohibitive for smaller organizations.⁴ This significant cost barrier limited the ability of many small and medium-sized businesses (SMBs) to fully leverage SMS for marketing and customer communications. 10DLC now offers many of the same benefits—such as high throughput and reliable deliverability—but at a considerably lower cost.⁴ This reduced barrier to entry empowers SMBs to implement sophisticated A2P messaging strategies that might have previously been financially out of reach.⁴ As a result, 10DLC helps to level the playing field, enabling a wider range of businesses to compete more effectively in the dynamic arena of SMS marketing and customer communication.

To further clarify the positioning of 10DLC relative to other business messaging options, the following table provides a comparative overview:

Table 1: Choosing Your A2P Messaging Channel: 10DLC vs. Toll-Free vs. Short Codes

Feature	10DLC (Registered)	Toll-Free Numbers (Verified)	Dedicated Short Codes
Number Type	Local 10-digit number 2	National 1-8XX number 7	5-6 digit national number 3
Primary Use Cases	Alerts, notifications, marketing, customer service, 2FA, conversational messaging 2	Customer service, alerts, notifications, limited marketing (verification required) 7	High-volume marketing blasts, alerts, 2FA 12
Throughput	High, varies by Trust Score & Campaign 5	Moderate to High (with verification) 7	Very High (highest capacity) 7
Deliverability	High (sanctioned, registered) 1	High (with verification) 7	Very High (vetted, sanctioned) 12
Consumer Trust/Recognition	High (local, familiar) 2	Moderate (less personal than local) 7	Low to Moderate (impersonal, often for one-way) 9
Voice Enabled?	Often Yes 2	Yes 7	No 7
SMS/MMS Support	Yes (SMS & MMS) 16	Yes (SMS & MMS, verification helps MMS)	Yes (SMS & MMS)
Cost (Setup & Monthly)	Low to Moderate 4	Low to Moderate 2	Very High 4
Registration Complexity	Moderate (Brand & Campaign registration) 5	Moderate (Verification process) 11	High (Lengthy approval process) 7
Best For	SMBs, enterprises needing local presence, varied use cases, cost-sensitive campaigns 4	Businesses already using toll-free for voice, customer support focus 7	Large enterprises, very high-volume national campaigns, time-critical mass alerts 7

Data for this table compiled from sources:.1

This comparative analysis should assist businesses in making informed decisions. The choice often comes down to specific needs regarding volume, budget, desired local presence, and the nature of the messaging campaigns. While 10DLC offers a balanced solution for many, understanding its characteristics alongside those of toll-free numbers and short codes is crucial for an optimal A2P messaging strategy.

6. Key Compliance Considerations and Actions for Businesses

Successfully leveraging 10DLC requires a diligent approach to compliance. Mobile carriers and regulatory bodies have established clear expectations to protect consumers and maintain the integrity of the messaging ecosystem. Businesses must proactively address these requirements.

Understanding and Implementing Consent (Opt-In)

Obtaining proper consumer consent before sending any text messages is the cornerstone of 10DLC compliance and is mandated by regulations such as the Telephone Consumer Protection Act (TCPA) and guidelines from the CTIA.² As ⁷ unequivocally states, "Opt-in is a must." ¹¹ further clarifies that "Senders must obtain consumer consent for any messaging and express written permission for marketing messages." The CTIA guidelines, detailed in ²⁴, outline different consent mechanisms based on message type: implied consent may be acceptable for consumer-initiated conversational messages, express consent for informational messages, and express written consent for promotional or marketing messages.²⁴

Businesses must implement clear and unambiguous opt-in mechanisms. This can include web forms with distinct, un-prechecked checkboxes and clear disclosure language, keywords texted to a specific number, or documented consent obtained at a point of sale.⁷³⁸ emphasizes that "Recipients must opt-in to text messaging from your business specifically... Consent cannot be bought, sold, or traded." ⁴⁷ provides extensive details on compliant web form opt-ins, including mandatory disclaimer language regarding message frequency, potential data rates, and opt-out instructions. Crucially, businesses must be prepared to provide verifiable proof of this consent if requested by carriers or regulators.²

Managing Opt-Outs

Equally important as obtaining opt-in is the requirement to provide consumers with a simple and readily available way to opt-out of receiving further messages. This typically involves honoring standard keywords like "STOP".⁷ All opt-out requests must be processed promptly and honored without fail.⁷⁷ advises, "Recipients must be able to unsubscribe easily. If someone texts 'STOP,' you have to stop sending." ⁴⁵ echoes this, stating businesses must "Acknowledge and honor opt-out requests."

Adhering to Content Restrictions

10DLC messaging is subject to strict content restrictions. Most notably, content falling under the acronym SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco) is broadly prohibited, along with other categories such as illegal substances (including cannabis, regardless of state-level legality), fraudulent schemes, phishing, and hate speech.⁷⁷ notes, "Carriers forbid certain content, often summarized by the acronym SHAFT." ³⁸ provides a more extensive list of prohibited content. Beyond these prohibitions, messages should always clearly identify the sending business to the recipient.⁷ If URLs are included in messages, businesses are advised to avoid using public URL shorteners (like bit.ly) and instead use branded or private shorteners, or full URLs, to maintain message integrity and deliverability.¹⁶

Navigating Registration and Associated Fees

As previously discussed, Brand and Campaign registration through a Campaign Service Provider (CSP) is mandatory.⁵ Businesses should be aware that this process involves fees, which typically include one-time registration fees for Brands and Campaigns, recurring monthly fees per active campaign, and per-message fees charged by the mobile carriers.⁵ For example, ⁵ mentions that "Campaign Registry charges a one-time $4 fee for registration, and a monthly $10 registration fee per campaign," though these are subject to change and additional CSP/carrier fees apply. ⁴⁴ and ⁴⁴ offer detailed breakdowns of various fee structures. The registration and approval process can also take time, ranging from a few days to several weeks, depending on the complexity and accuracy of the submission.¹⁰

Choosing the Right Messaging Partner (CSP)

Campaign Service Providers (CSPs) play an indispensable role in the 10DLC ecosystem. They facilitate the registration process with The Campaign Registry, provide the platform for sending messages, and often offer guidance on compliance.¹⁶ When selecting a CSP, businesses should consider factors such as their direct connectivity to carrier networks (which can impact deliverability and speed), the level of support offered for 10DLC registration and ongoing compliance, the user-friendliness of their platform, and the transparency of their pricing models.¹⁶¹⁶ advises, "When evaluating providers, consider... Direct connectivity to major U.S. carriers." The quality of CSP support for 10DLC can significantly impact a business's success, as highlighted in ⁴⁹, which contrasts the support levels and registration approaches of different providers.

The relationship between compliance and outcomes in the 10DLC system is direct and unyielding. A failure to meticulously adhere to the established requirements for consent, content, and registration inevitably leads to adverse consequences. These can range from message blocking and filtering by carriers to the imposition of substantial fines and, ultimately, damage to the business's brand reputation.⁵ Such outcomes directly undermine the very advantages—like improved deliverability and customer trust—that 10DLC is designed to offer to compliant businesses. The system is structured such that carriers, through monitoring and data from The Campaign Registry ⁵, can identify non-compliant behavior. This identification then triggers penalties, effectively rendering the SMS channel unusable or prohibitively expensive for those who do not follow the rules. Therefore, proactive and continuous compliance is not merely advisable but an essential operational imperative for any business seeking to effectively leverage 10DLC.

The inherent complexity of 10DLC compliance, coupled with the critical intermediary role played by Campaign Service Providers, is elevating the selection of a messaging partner to a new level of strategic importance for businesses. This decision is no longer solely about comparing per-message pricing or basic platform features. Instead, businesses must now critically assess a CSP's capability to navigate a multifaceted and evolving regulatory landscape effectively. The 10DLC framework involves multiple stakeholders, including The Campaign Registry and various mobile carriers, each with detailed and sometimes nuanced requirements.¹ Most businesses depend heavily on their CSPs to manage this complexity on their behalf.¹⁶ Consequently, the quality of a CSP's 10DLC support—encompassing aspects like registration assistance, ongoing compliance guidance, efficiency in securing campaign approvals, and the robustness of their technical integration ⁴⁹—directly influences a business's ability to utilize SMS messaging successfully and without disruption. As highlighted by challenges some businesses faced with Direct Connect Aggregator (DCA) approvals and the varying quality of API provider guidance ¹⁰, subpar performance by a CSP in managing 10DLC obligations can transform from a mere inconvenience into a significant business risk, potentially jeopardizing marketing campaigns, customer communications, and overall operational continuity.

7. The Future of 10DLC and Business Messaging

The 10DLC framework, while now established, is not static. Businesses should anticipate ongoing evolution and prepare to adapt to ensure continued compliance and effectiveness in their A2P messaging strategies.

The 10DLC landscape is expected to continue evolving. This may include adjustments to rules, fee structures, and enforcement practices by carriers and The Campaign Registry.³ For instance, ³ notes that the CTIA released a revised version of its "Messaging Principles and Best Practices" in May 2023, indicating the dynamic nature of these guidelines. ¹⁰ also details significant changes and challenges encountered in 10DLC registration requirements and compliance during 2024. Businesses must therefore remain vigilant and stay informed about any updates.

There will likely be an increased and sustained focus on the thorough vetting of businesses and the verification of message content. This ongoing effort aims to further enhance the trustworthiness of the messaging ecosystem, building on the initial goals of 10DLC.⁶ As the system matures, processes for verifying business legitimacy and ensuring message content aligns with registered campaigns may become more sophisticated.

While 10DLC is currently a U.S.-centric initiative, the underlying principles—sender verification, campaign registration, and proactive spam reduction—address universal challenges in A2P messaging. The success and lessons learned from the U.S. 10DLC model could potentially influence the development of A2P standards in other countries or for different types of messaging platforms.

Ultimately, businesses that proactively embrace compliance, stay informed about regulatory changes, and adapt their strategies accordingly will be the best positioned for long-term success in A2P messaging.¹⁰ This includes working closely with knowledgeable CSPs and integrating compliance into the core of their messaging operations.

The 10DLC framework, by its very nature of creating a comprehensive system of record for A2P campaigns and sender reputations, is laying a robust foundation for the future development of more sophisticated, potentially AI-driven, spam filtering and message routing mechanisms by mobile carriers. The registration process generates a rich dataset encompassing sender identities (Brands), their declared messaging intentions (Campaigns), and their historical compliance records (reflected in Trust Scores).¹ Mobile carriers have access to this wealth of information, often via The Campaign Registry.²⁹ This data can be invaluable for training advanced machine learning models capable of identifying and filtering unwanted messages with far greater precision and nuance than traditional filtering methods that rely primarily on keywords or message volume. Furthermore, this detailed information could enable more sophisticated message prioritization, where traffic from highly trusted, verified campaigns is routed with greater speed and reliability, further enhancing the experience for compliant, high-trust senders and their recipients.

As the 10DLC system matures and becomes more ingrained in business messaging practices, it is likely to spur further innovation in the development of specialized analytics and compliance management tools. The ongoing need for businesses to maintain compliance, monitor their Trust Scores, and manage potentially numerous campaigns under the 10DLC framework introduces a new layer of operational complexity.¹⁰ This complexity, in turn, fuels demand for solutions that can simplify these tasks and provide actionable intelligence, as seen with the emergence of tools like SMS Instant Site designed to help with website compliance for 10DLC.²⁷ Businesses will increasingly seek advanced analytics to understand precisely how their 10DLC registration status and Trust Scores impact key performance indicators such as message deliverability, customer engagement rates, and overall return on investment from SMS initiatives. In response, Campaign Service Providers and other technology vendors are expected to develop more sophisticated platforms. These platforms will likely offer features such as automated compliance checks, dynamic campaign performance dashboards directly linked to 10DLC metrics, and perhaps even predictive analytics to help businesses proactively manage and optimize their Trust Scores, thereby creating new opportunities for both businesses and service providers to refine their SMS strategies within this regulated environment.

8. Conclusions

10DLC has fundamentally reshaped the landscape of Application-to-Person (A2P) text messaging in the United States, establishing a new standard that prioritizes consumer protection, message authenticity, and ecosystem stability. For businesses, understanding and adapting to 10DLC is no longer optional but a critical component of any effective and legitimate SMS communication strategy.

The system, driven by mobile carriers and guided by regulatory bodies like the CTIA and The Campaign Registry, was introduced to address the escalating problems of spam and fraudulent messaging that threatened to undermine consumer trust in the SMS channel.³ By mandating the registration of Brands (businesses) and Campaigns (messaging use cases), 10DLC brings unprecedented transparency and accountability to A2P messaging.¹ This structured approach, while introducing new compliance obligations, offers significant benefits to legitimate businesses, including improved message deliverability, higher throughput rates, the ability to use familiar local 10-digit numbers, and often, more cost-effective solutions compared to alternatives like dedicated short codes.¹

The successful navigation of 10DLC requires businesses to be diligent in several key areas: securing proper consumer consent (opt-in) for messages, providing clear opt-out mechanisms, adhering to strict content guidelines (particularly avoiding SHAFT and other prohibited content), and working closely with a reputable Campaign Service Provider (CSP) to manage the registration process and ongoing compliance.⁷ The assignment of Trust Scores based on brand vetting further incentivizes compliant behavior, as these scores directly impact messaging capabilities.²

The shift to 10DLC reflects a broader maturation of the digital communication industry, where accountability, transparency, and consumer-centric practices are becoming paramount. It underscores that SMS, like other powerful communication tools, must be used responsibly to maintain its value and effectiveness.

Looking ahead, businesses should anticipate the continued evolution of the 10DLC framework and remain proactive in their compliance efforts. The emphasis on verified sender identity and legitimate messaging practices is likely to intensify, potentially paving the way for even more sophisticated tools and techniques to ensure a clean and trusted messaging ecosystem. By embracing 10DLC not just as a set of rules but as a strategic approach to building trustworthy customer relationships, businesses can continue to leverage the power of SMS communication effectively and responsibly in the years to come.

Works cited

1. Knowledge: Text Engagement and 10 DLC: Customer FAQs - ICIMS Community, accessed May 31, 2025, https://community.icims.com/articles/Knowledge/10DLC-Enablement-FAQ
2. A2P 10DLC: The Complete Guide for All Businesses - Nextiva, accessed May 31, 2025, https://www.nextiva.com/blog/what-is-a2p-10dlc.html
3. What is 10DLC? – Vonage API Support, accessed May 31, 2025, https://api.support.vonage.com/hc/en-us/articles/7995696869788-What-is-10DLC
4. What is 10DLC? The Future of Business SMS, accessed May 31, 2025, https://www.textedly.com/10dlc
5. 10DLC: What Is It and How to Register? | CM.com, accessed May 31, 2025, https://www.cm.com/glossary/what-is-10dlc/
6. 3 Reasons Why A2P 10DLC Will Revolutionize Business Messaging ..., accessed May 31, 2025, https://www.twilio.com/en-us/resource-center/a2p-10dlc-shift-business-messaging
7. The Complete Guide to 10DLC Registration: What You Need to Know, accessed May 31, 2025, https://www.kixie.com/sales-blog/the-complete-guide-to-10dlc-registration-what-you-need-to-know/
8. 10DLC Registration (TCPA Compliance) - Hatch, accessed May 31, 2025, https://www.usehatchapp.com/knowledge/10dlc-requirements
9. What is 10DLC? The Complete Business Guide to 10-Digit Long ..., accessed May 31, 2025, https://projectbroadcast.com/2025/03/10/what-is-10dlc-the-complete-business-guide-to-10-digit-long-codes-2025/
10. Here's How To Make Every Business Text Count In 2025 - Forbes, accessed May 31, 2025, https://www.forbes.com/councils/forbestechcouncil/2025/03/25/heres-how-to-make-every-business-text-count-in-2025/
11. Your Guide to 10DLC Registration & Regulations - TrueDialog, accessed May 31, 2025, https://www.truedialog.com/resources/guides/your-guide-to-10dlc-registration-regulations/
12. Read This If Your Business Uses Text Messaging - Forbes, accessed May 31, 2025, https://www.forbes.com/councils/forbestechcouncil/2022/07/05/read-this-if-your-business-uses-text-messaging/
13. 10DLC Messaging: What is 10DLC? [2024] - Mobile Text Alerts, accessed May 31, 2025, https://mobile-text-alerts.com/articles/10dlc-faqs
14. 10DLC Rules and Regulations You Need to Follow in the US - TrueDialog, accessed May 31, 2025, https://www.truedialog.com/resources/blog/10dlc-rules-and-regulations-you-need-to-follow-in-the-us/
15. Frequently asked questions about 10DLC | Telnyx Help Center, accessed May 31, 2025, https://support.telnyx.com/en/articles/3679260-frequently-asked-questions-about-10dlc
16. What's 10DLC Messaging? Step-by-Step Guide [2025] - Sinch, accessed May 31, 2025, https://sinch.com/blog/what-is-10dlc/
17. 10DLC - Syniverse, accessed May 31, 2025, https://www.syniverse.com/messaging/messaging-channels/10dlc/
18. A2P 10 DLC - The Ultimate Guide - Salesmsg, accessed May 31, 2025, https://www.salesmessage.com/blog/a2p-10-dlc-ultimate-guide
19. 10DLC Registration | Text-Em-All, accessed May 31, 2025, https://www.text-em-all.com/10dlc-registration
20. SMS - Wikipedia, accessed May 31, 2025, https://en.wikipedia.org/wiki/SMS#:~:text=In%202021%2C%20US%20carriers%20introduced,are%20used%20for%20OPTOUT%20commands.
21. What is A2P 10DLC? Everything You Need to Know - OpenPhone ..., accessed May 31, 2025, https://www.openphone.com/blog/what-is-10dlc/
22. FAQs: Understanding 10DLC Registration Requirements - Birdeye Support, accessed May 31, 2025, https://support.birdeye.com/en_US/birdeye-messaging/faqs-understanding-10dlc-registration-requirements
23. About us – Campaign Registry, accessed May 31, 2025, https://www.campaignregistry.com/about/
24. api.ctia.org, accessed May 31, 2025, https://api.ctia.org/wp-content/uploads/2019/07/190719-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf
25. api.ctia.org, accessed May 31, 2025, https://api.ctia.org/docs/default-source/default-document-library/170119-ctia-messaging-principles-and-best-practices.pdf
26. 10DLC Brand Vetting: How It Affects SMS Marketing - Textdrip, accessed May 31, 2025, https://textdrip.com/blog/what-is-10dlc-brand-vetting
27. Newsroom | Understanding 10DLC Regulations: What Your ..., accessed May 31, 2025, https://www.identity.digital/newsroom/understanding-10dlc-regulations
28. 10DLC Registration & Regulations: Your Complete Guide - Text Request, accessed May 31, 2025, https://www.textrequest.com/insights/10dlc
29. The Campaign Registry: What It Is and Why It Matters - Nextiva, accessed May 31, 2025, https://www.nextiva.com/blog/what-is-the-campaign-registry.html
30. What is A2P 10DLC? - Twilio Help Center, accessed May 31, 2025, https://help.twilio.com/articles/1260800720410-What-is-A2P-10DLC-
31. 10DLC (10-digit long code numbers) | Twilio, accessed May 31, 2025, https://www.twilio.com/en-us/phone-numbers/a2p-10dlc
32. 10DLC | Vonage, accessed May 31, 2025, https://www.vonage.com/communications-apis/sms/features/10dlc/
33. 10DLC and What Businesses Need to Know - Vonage, accessed May 31, 2025, https://www.vonage.com/about-us/vonage-stories/10dlc-what-businesses-need-to-know/
34. 10DLC Registration Process | Phone Numbers - Plivo, accessed May 31, 2025, https://www.plivo.com/docs/messaging/a2p-10dlc/registration-process/
35. 10DLC Numbers – Sinch MessageMedia, accessed May 31, 2025, https://support.messagemedia.com/hc/en-us/articles/11462551813263-10DLC-Numbers
36. The Essential Guide to 10DLC Compliance in 2025 - Springbig, accessed May 31, 2025, https://springbig.com/2025/01/08/the-essential-guide-to-10dlc-compliance-in-2025/
37. SMS Compliance Guide - A2P 10DLC, accessed May 31, 2025, https://19538966.fs1.hubspotusercontent-na1.net/hubfs/19538966/SMS-Compliance-Guide-1.pdf
38. Text Message Compliance (10DLC) regulations and guidelines ..., accessed May 31, 2025, https://support.callrail.com/hc/en-us/articles/18593904382221-Text-Message-Compliance-10DLC-regulations-and-guidelines
39. 10DLC Registration Guidelines | Phone Numbers - Plivo, accessed May 31, 2025, https://www.plivo.com/docs/messaging/a2p-10dlc/registration-guidelines/
40. 10DLC: Registration, Compliance, Costs, and Benefits - Clerk Chat, accessed May 31, 2025, https://clerk.chat/blog/10dlc/
41. 10DLC Compliance: Step-by-Step Guide for your SMS campaigns - JustCall, accessed May 31, 2025, https://justcall.io/blog/10dlc-compliance-guide.html
42. A2P 10DLC SMS | 10DLC Messaging | Sinch 10DLC, accessed May 31, 2025, https://sinch.com/products/10dlc/
43. 10DLC: The Future of A2P Messaging - What You Need to Know - Ecosmob Technologies, accessed May 31, 2025, https://www.ecosmob.com/what-is-10dlc-future-of-a2p-messaging/
44. A2P 10DLC Pricing and Carrier Fees : HighLevel Support Portal, accessed May 31, 2025, https://help.gohighlevel.com/support/solutions/articles/155000005200-understanding-a2p-10dlc-messaging-fees-registration-monthly-and-carrier-costs
45. U.S Compliance & Best Practices - ClickSend Help Docs, accessed May 31, 2025, https://help.clicksend.com/article/kz1k706dst-u-s-compliance-best-practices
46. Compliance Practices - Textdrip, accessed May 31, 2025, https://textdrip.com/compliance-practices
47. A2P 10DLC Campaign Approval Best Practices - HighLevel Support Portal, accessed May 31, 2025, https://help.gohighlevel.com/support/solutions/articles/48001229784-a2p-10dlc-campaign-approval-best-practices
48. 10DLC Vetting Tips and Guidelines - Five9 - Documentation Portal, accessed May 31, 2025, https://documentation.five9.com/bundle/digital-engagement/page/digital-engagement/chat-interactions/configuring-sms/10dlc-vetting-tips-and-tricks/10dlc-vetting-tips-and-tricks.htm
49. Bandwidth 10DLC Alternative | Better Support & TCR Registration Info - Telgorithm, accessed May 31, 2025, https://www.telgorithm.com/telgorithm-vs-bandwidth
50. www.ndss-symposium.org, accessed May 31, 2025, https://www.ndss-symposium.org/wp-content/uploads/usec25-27.pdf