10DLC Simplified: What Every Business Needs to Know

You’ve probably heard or maybe already adhering to 10DLC guidelines if your business texts customers in the U.S. Or maybe you're still trying to figure out what it is and why it matters. Either way, one thing is clear: 10DLC is becoming the standard for business texting. And if you're not paying attention, you could find yourself struggling with message deliverability, compliance headaches, or worse, which is, getting blocked by mobile carriers.

Recent updates from the FCC, especially the new “one-to-one consent” rule, are changing how companies handle SMS marketing and comply with 10DLC regulations. This rule fixes gaps that once allowed companies to get general consent from customers for multiple marketing partners. Now, businesses must get clear permission for each company sending messages. This goes hand in hand with A2P 10DLC registration, where phone companies already ask for confirmed opt-in methods. If businesses don't follow these rules, they might face blocked messages or fines, so it's essential for them to revise their consent practices.

So, let’s break it down, and try to understand the nuances, step-by-step:

But before this, I’d like to add, this messaging guide is inspired by MEF The Brand’s Guide to 10DLC Business Texting, that provides insights into best practices, compliance, and strategies for effective business messaging.

What Is 10DLC?

10DLC is an abbreviation for 10-digit long code. It is a type of phone number that allows businesses to send SMS and MMS messages to customers using a standard-looking local number. Unlike short codes (which are 5 or 6 digits) or toll-free numbers, 10DLC allows businesses to have a local phone number that people can recognize. It also lets them send more messages than regular long phone numbers.

As more businesses start using 10DLC, it is likely to become the standard method for texting, changing how brands connect with their audiences.

Why Was 10DLC Created?

Carriers developed 10DLC to:

• Make sure businesses can successfully send messages.
• Cut down on unwanted and fake messages.
• Make sure to follow the rules and guidelines.
• Let businesses send a lot of texts from local phone numbers.

With this system, businesses need to sign up their brand and advertising campaigns with The Campaign Registry (TCR), which is the organization that makes sure everyone follows the rules for 10DLC.

Why Should Your Business Use 10DLC?

Texting is a great way to talk to customers. It's quick, people pay attention to their messages, and when it's done well, it feels friendly and personal. But if you're still using an old-school long code without 10DLC registration, your texts might not be getting through. Even worse, you could be breaking the rules set by your service provider, which could get you marked as spam or even shut down completely.

Benefits of 10DLC

• Better message deliverability: Carriers give more importance to registered 10DLC messages than to those that are not registered.
• Higher trust and security: Helps stop unwanted messages and scams, making texts more trustworthy.
• Cost-effective: Less expensive than short codes and can handle more messages than regular long codes.
• Local presence: Customers are more likely to trust local phone numbers than short codes.

What Happens If You Don’t Register?

• Delayed or blocked messages: Messages that aren't registered won't get through and might be blocked by phone companies.
• Fines and penalties: Mobile phone companies can penalize businesses that send texts without registering them.
• Lost customer engagement: Customers might not get your messages, which can hurt sales and customer service.

How Does 10DLC Compare to Other Messaging Options?

Messaging TypeBest ForProsCons10DLCGeneral business textingAffordable, high throughput, local presenceRequires registration, throughput limitsShort CodeHigh-volume marketing, 2FAVery high throughput, no filteringExpensive, less personalToll-Free SMSNationwide messagingNo registration required, trustedLess local presence, potential for filtering

How to Register for 10DLC (Step-by-Step Guide)

To start using 10DLC, businesses must register their brand and campaigns through The Campaign Registry (TCR). Here’s how:

Step 1: Find a Messaging Partner (Campaign Service Provider, or CSP)

A CSP helps businesses register numbers, manage campaigns, and ensure compliance. Major CSPs include Twilio, Sinch, Bandwidth, and others.

Step 2: Register Your Brand with TCR

You will need to provide:

• Legal company name (matching your tax ID)
• Business registration details (EIN for U.S. companies)
• Company type (private, public, nonprofit, etc.)
• Stock symbol and exchange (if applicable)
• DBAs (Doing Business As) names
• Business vertical (industry)
• Primary contact information

Step 3: Register Your Messaging Campaign

Each campaign must be registered separately. Details required:

• Campaign use case (e.g., customer support, promotions, alerts)
• Sample messages demonstrating typical content
• Opt-in process (how customers agree to receive messages)
• Compliance details (opt-out options, help messages)

Step 4: Get Verified (If Needed)

Certain campaigns require additional vetting, including political messaging and high-throughput use cases. Vetting ensures:

• Higher throughput for message sending
• Reduced risk of filtering or blocking

Step 5: Understand Throughput Limits

Message sending speed depends on:

• Brand trust score (determined by vetting)
• Campaign type (some categories get higher limits)
• Carrier rules (each carrier has different policies)

Special Use Cases and Exceptions

Some businesses qualify for special messaging exemptions, including:

• Nonprofits (501c3 organizations): Eligible for higher throughput.
• Government Entities: Must register but may receive exemptions.
• Political Campaigns: Must be verified through Campaign Verify or Aegis Mobile.
• Proxy Messaging (Number Masking): Used for ride-sharing, delivery services, etc.
• Sweepstakes & UCaaS: Requires additional approvals.

Common Mistakes and How to Avoid Them

• Incorrect or incomplete registration: Make sure all business information is correct and matches what's in the legal documents.
• Not obtaining customer consent: Make sure there's an easy and a clear opt-in process.
• Using prohibited content: Avoid messages related to Sex, Hate, Alcohol, Firearms, or Tobacco (SHAFT rules).
• Misunderstanding throughput: Don’t think that having more numbers means there are more messages. Each number still faces carrier limits and compliance rules.

Carrier-Specific Rules

Each mobile carrier enforces different limits and monitoring:

• AT&T: Starts at 240 TPM (transactions per minute)
• T-Mobile: Limits new brands to 2,000 messages per day
• Verizon & US Cellular: No strict limits but heavy monitoring

10DLC: A Smart Shift for Secure and Effective Business Texting

This guide is for businesses looking to make the most of 10DLC texting. By learning how it works, following helpful tips and teaming up with the right partners, enterprises can use 10DLC to improve customer connections, boost sales and create strong relationships. As messaging continues to change, 10DLC is set to be an important part of how businesses communicate in the future.

If you’re already texting your customers, it’s a good idea to check that everything is set up properly. If you haven’t started texting yet, 10DLC is a great chance to get things right from the beginning. Just keep the following four things in mind:

1. Make sure to register your brand and campaigns as soon as possible to prevent any interruptions.
2. Team up with a CSP to make the process easier.
3. Make sure to stick to the guidelines for following rules and keeping messages clear and high-quality.
4. Keep an eye on what's happening in the industry to stay ahead.

By following the rules and being proactive, you can make sure your messages get to your customers safely, without the worry of getting fined or blocked.

Let’s simplify 10DLC for your business, reach out to us today!