10DLC (stands for 10-digit long code) is the new standard for business text messaging with a local 10-digit phone number in the United States. Carriers like AT&T, Verizon, and T-Mobile have all rolled out their versions of 10DLC.
First, Verizon launched their new 10DLC. They didn’t require an application for 10DLC but imposed a fee on all A2P (application-to-person) messaging from local numbers in the U.S. At the time, SendHub increased prices and absorbed those fees into our subscription pricing. The global pandemic brought mobile messaging into the spotlight for contactless experiences, and Verizon’s 10DLC made it easy to messaging on local numbers to Verizon users.
With 2020 also being an election year, text messaging became not only a necessary channel for SMBs (small to medium-sized businesses), but also a major route for political engagement. Of course, spammers have been busy as well. The downstream carriers tried increasing spam filtering of messages to protect consumers which many SendHub customers experienced, resulting in many essential and legitimate A2P messages relating to healthcare, education, transportation, recruiting/hiring, and other important messages from reaching their intended audiences.
Increased demand for high throughput messaging for legitimate use cases spurred other carriers to also launch their version of 10DLC.
AT&T and T-Mobile are now eager to get their slice of the pie as they introduce more work and costs for organizations looking to send messages from local numbers with the rollouts of their 10DLC programs. AT&T, T-Mobile among other downstream carriers now require brands to have a 10DLC registered phone number in order to continue to message their contacts. 10DLC helps protect consumers; numbers approved will allow carriers to know that your text messages are not spam and will ensure a higher and faster delivery rate.
In the past, businesses using local area code phone numbers were subject to low deliverability and the risk of being marked as spam. With 10DLC, your business can continue its communication via text message through a local area code by registering as a 10DLC phone number.
Am I A2P Or P2P?
Application-to-person or A2P is when a text message is sent from a brand, business, or any third-party application. SendHub and other businesses like SendHub are all considered applications.
Businesses sending messages to consumers are considered application-to-person (A2P) text messaging. Even if your business is sitting down and typing out each and every single text message, a text message from a brand is considered A2P text messaging. Marketing, promotional messages, appointment reminders, and more all fall under A2P text messaging,
Person-to-person text messaging is when a text message is sent from one person to another. A text message from your cellphone to a friend, family member, or colleague is considered P2P text messaging and is probably something you engage in almost every single day. P2P text messaging is at a lower risk for spam as it doesn’t have the ability to mass message many people at one time.
What’s the Difference Between Local & Toll Free Numbers?
At SendHub our users have the choice between having a 10-digit long code number or having a toll free number. Our local numbers are great from businesses that have no desire of sending mass text messages to 200 or more people at a time. Local numbers also give the advantage of a local area code, making recipients on the other end familiar with who is texting them.
SendHub’s toll free numbers hold the same features as a local phone number, without the area code. Toll free numbers also allow businesses to send mass text messages with ease and decrease the risk of low deliverability; when a toll free number sends a text message out, carriers know that it is not spam because of its toll free mark. A2P & 10DLC does not apply to toll free numbers as toll free numbers are cleared to send text messages by the carriers.
How Do I Keep My 10-Digit Local Number With SendHub?
With 10DLC keeping your local number with SendHub is completely fine!
Starting March 1st, 2021, brands who wish to continue to use their local ten-digit number must fill out the campaign registry. If you choose to register your number, SendHub will fill and submit the application on your behalf. We are excited to get our users with 10-digit local numbers as registered 10DLC phone numbers.
Being approved as a registered A2P 10DLC number improves your delivery rate, meaning your message will be delivered faster and at a greater capacity. You will be clearing your brand from being carrier filtered and marked as spam when sending messages to your contacts
Keeping your local number and registering your number with the campaign registry does require a registration fee. This is why we recommend if you do not wish to pay the fee and are willing to leave your local area code on SendHub to switch over to a SendHub toll free line. We are now switching local numbers to a toll free numbers for our users who do not want to be a part of 10DLC.
What Steps Do I Take to Register for 10DLC?
If you would like to continue to send messages from your local SendHub number and explore the new A2P 10DLC (10-digit long code), please note the two important dates bulleted below.
- Monday, March 1, 2021 – Registration begins for A2P 10DLC applications. We should be prepared to share information on your organization, industry, and use-case.
- Thursday, April, 1, 2021 – 10DLC route is set to go live on April 1st with filtering.
- Tuesday, June 1, 2021 – The downstream carriers, including AT&T and T-Mobile, will start filtering messages from unregistered 10-digit local numbers.
To start the process connect with our team through our contact page to get started with the application process. SendHub is here to help and guide you through the 10DLC process and will submit your application on your behalf.
What if I Don’t Want to Register My Number & Pay a Fee?
For our businesses that do not need a local area code, we highly recommend switching to a toll free line.
Toll free numbers are used by many SendHub users. A toll free number gives you the same capabilities as a 10DLC phone number. On toll free, your business can send mass text messages and text one on one without the worry of spam filtering and low deliverability.
Our motto has always been “don’t be a spammer, period”.
SendHub is and always will be against any messaging spam. However, right now is a difficult time for new carrier-imposed fees on many small businesses, schools, transportation companies, and other organizations that use platforms like SendHub.
Ideally, all carriers could agree on a single set of simple requirements and fees that work to support legitimate and often essential SMS/MMS traffic, but that vision remains a work in progress. Until then, we hope these measures reduce spam so that your message continues to stand out to your audience.
We are learning new information on an ongoing basis. Transparency with our customers is our main priority.