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10DLC 10-Digit Long Code

Important Update: New 10-Digit Long Code (10DLC) & Campaign Registration Disrupts Application-to-Person (A2P) Business Messaging

Tony Lewis

Everything To Know About New Fees & Processes 10DLC, Commercial Long Codes, And Business Campaign Registration

There is a lot that’s happening in the space of business messaging- for organizations using text messaging to effectively communicate important information and marketing to their audiences. Wireless Carriers have introduced a new, highly complex process in the efforts to restrict non-wireless phone numbers (i.e., landlines, residential, or business lines) from sending messages to mobile numbers. An essential tool being used by businesses across all industries that have turned to text messaging to communicate important information and marketing to their audiences effectively. So what was already a complex process- has gotten that much more complicated. Here is a ‘What You Need To Know”.

10-Digit Long Code | What is 10DLC?

A 10-digit long code (10DLC) is the new industry-led long code solution for North American application-to-person (A2P) business messaging. Your business or customers may already be familiar with using long codes to send text messages to customers and the benefits they provide, such as text-enabling a customer service number.

Wireless Carriers are now charging customers fees for messaging from a business line to a mobile number. All the leading carriers have started passing through surcharges for all messages sent from a 10DLC number to their wireless numbers based on a pricing chart (see below). This change has been in effect since early 2021. However, as of today, October 1st, 2021, AT&T and T-Mobile require even more complications called ‘Campaign Registration.’

The Campaign Registry (TCR) & Campaign Service Provider (CSP)

Carriers have now added the requirement for any 10DLC sender to register their company’s “Brand.” Plus, the requirement to register one or more campaigns outlining what type of messages they plan to send and linking the phone numbers that will be used to send messages from to a campaign that has been registered.

To assist our Partners and Customers, we have broken down this highly complex process in a simple-to-read Carrier & Pricing Table – see below. It can also be found here:
https://kb.clearlyip.com/trunking/Messaging-Surcharges-and-Campaigns.html

The table includes all surcharges per message, price to register a brand, and monthly price to register a campaign, along with various rate limits that each carrier imposes.

The sanctioned company Carriers have chosen to handle all these changes in campaign registration and branding- referred to as ‘The Campaign Registry (TCR).’ ClearlyIP is a Campaign Service Provider (CSP) from TCR to act on behalf of customers to set up their Brands and Campaigns.

Carrier Surcharges For Sending/Receiving Messages

The following is a table to try to outline the different surcharges each wireless carrier has, which we will add to a customer’s standard messaging costs as an additional cost. Please note: We do not guarantee this pricing moving forward, as carriers can and will change surcharges, and we are at the mercy of each carrier.

Carrier Per SMS Surcharge Per MMS Surcharge Surcharge Direction Requires Campaign Registry
AT&T 0.003 0.004 Outbound to Carrier Yes
T-Mobile 0.004 0.011 Inbound and Outbound Yes
US Cellular 0.006 0.011 Outbound to Carrier No
Verizon 0.003 0.006 Outbound to Carrier No

Several carriers will require businesses to register their company, also known as a brand. And once done, you must register one or more campaigns and link the sending numbers to a campaign.

  • If you do not set up a brand and campaign, we will have to prevent you from sending messages to any numbers with any carrier in the above table that requires campaign registrations.

Currently, the creation of a brand and campaign is a semi-automated and manual process for ClearlyIP. However, you can start the process by filling in this form, and someone from our team will contact you to set up your brand and campaign.

Brand Registration and Campaign Fees

Brand registration has a one-time fee of 4.00 charges to us from The Campaign Registry (TCR).

  • We also include a $4.00 1 time charge for processing your request to create a Brand on your behalf with TCR.
  • The total brand registration fee you will be charged for your brand submission is $8.00 as a one-time fee for each new brand or re-submission of a brand if the information changes.
  • When we register your brand through TCR, TCR determines a score. It uses that score to determine how many messages your brand is allowed to send per day. See the section below, Throughput Per Carrier, for more information.
  • We will inform you when the brand submission is completed, what score you have received, and how this score can be challenged for a higher score through a third-party verification process.

Campaign Registration has a monthly fee charged by the Campaign Registry to register your brand. This fee depends on the type of campaign that is registered, as described in the table below. The Campaign Registry also requires you to agree to a three-month contract period for each campaign, and each renewal period is also three months. This means that if you cancel service with us partially during your campaign period, we will still have to charge you for the remaining months of the three-month contract for your campaign.

Campaign Types Supported By Clearly IP
  • Standard Campaigns – $10.00 a month TCR Fee plus $2.00 Fee from Clearly IP for a total of $12.00 a month
    • Depending on the carrier outlined below, you have either a day or a minute limit on the number of messages that can be sent.
  • Low Volume Mixed Campaigns– $2.00 per month TCR Fee plus $1.00 Fee from Clearly IP for a total of $3.00 per month.
    • Low-volume campaigns are designed for non-time-sensitive messages. They are limited to 6 messages per minute on most carriers and no more than 5,000 messages per month on all carriers.

AT&T assigns a Class Rating to each campaign to determine the number of messages you can send per minute, as described in the Throughput Per Carrier section below. This score is determined per campaign basis at the time of submission of your campaign, and we will inform you of the assigned class.

T-Mobile also has a one-time $50.00 campaign fee as of October 1, 2021. They charge us for the “luxury” of allowing you to send messages to their customers. This fee will be passed on at the time we create the campaign for you.

 

Throughput Per Carrier
AT&T
Message Class Use Case Campaign Type AT&T Messages Per Minute (MPM)
A & B Russell 3000 Standard 4,500
C & D Large Business (Vetting required to move from E & F to a higher class) Standard 2,400
E & F Medium Business Standard 240
T Small Business Standard 75

* To qualify for a different class beyond the default, you will have to pay a third party a vetting fee to review information about your campaign. Please contact ClearlyIP for more information on AT&T costs and processes.

 

T-Mobile
Risk Score Qualification Vetting Type Brand Score Bucket Range Maximum*
High Performance Automated on Brand Submission 75 200,000
Low-Performance Automated on Brand Submission 0-24 2,000
High 3rd Party Vetting 75-100 200,000
Upper Mid 3rd Party Vetting 50-74 40,000
Lower Mid 3rd Party Vetting 25-49 10,000
Low 3rd Party Vetting 0-24 2,000

* To qualify for a different level beyond the default 0-24, for which 95% of companies automatically qualify, you must pay a vetting fee to a third party to review information about your brand. Please contact ClearlyIP for more information on the process. A $40.00 fee for each request to have a brand vetted by a third party is charged regardless of the outcome, and all checks for the TCR are currently carried out by a company called Aegis Mobile.