Glossary

• Application-to-Person (A2P) Messaging: Also known as business SMS or enterprise SMS, this refers to text messages sent from a business to a person.
  There are three types of A2P Messages: 10 Digit Long Code (10DLC), Toll-Free Messaging, and Short Codes
• Person-to-Person (P2P) Messaging: Typical human to human text messaging
• 10 Digit Long Code (10DLC): Long code numbers which are registered with mobile network operators to allow A2P messaging. 
• Toll-Free Messaging: Toll-Free numbers used for A2P messaging
• Short Code: Abbreviated phone numbers (5 or 6 digits in length) which are authorized for business messaging
• Mobile Network Operator (MNO): Also known as a wireless carrier or celllular company, MNOs control the entire infrastructure for mobile communications involving their customers. The most well-known MNOs include AT&T, T-Mobile, Verizon, and U.S. Cellular
• Cellular Telecommunications Industry Association (CTIA): An international industry trade group representing all wireless communication sectors including cellular, personal communication services, and enhanced specialized mobile radio
• The Campaign Registry (TCR): Entity created by MNOs to manage the 10DLC registration initiative. This registry tracks what entities use 10DLC phone numbers and the use case for each one.
• Brand: A company entity representing an organization
• Campaign: A specific situation in which a product/service can be used, also referred to as a ‘Use Case’. Examples include 2FA (Two-factor authentication), Marketing, Security Alert, Social, Political, and more.

General Overview

In 2020, major MNOs including Verizon, AT&T, and T-Mobile launched 10DLC programs according to guidelines found in the CTIA's Messaging Principles and Best Practices to protect consumers against unwanted spam messages. These programs are now referred to as A2P/10DLC (App to Person/10-Digit Long Code) and Toll-Free Message Verification and it applies to all A2P messaging service providers throughout the US and Canada. Unlike other messaging compliance mandates that are regulated by the FCC, the A2P/10DLC initiative is regulated and managed by major MNOs, and this includes passing through steep non-compliance fines. 

The major MNOs appointed The Campaign Registry (TCR) to manage the 10DLC registration initiative, with the requirement that each organization must register a Brand and Campaign with the TCR.  MNO’s use the TCR’s verification and vetting process to determine campaign message throughputs.

Effect on End Users and White Label Partners

All messaging traffic originating from the PBX is considered A2P and must comply with A2P/10DLC carrier policies. This includes all messaging applications made via API. As such, all numbers must be registered according to the campaign and brand registration process.

Unregistered A2P traffic is subject to being blocked by the receiving MNO, or Non-Compliance Fees imposed by MNOs. 

10DLC Brand and Campaign Registration Process

1. Create a Brand - This is the first step in the process and is only needed once for each business entity. TCR validates the EIN, Legal Company Name, and Legal Company Address with third-party independent sources and confirms the existence of the Brand with a verification “Status” (Verified/Unverified). Being a “Verified” Brand is a requirement to message on 10DLC, and Identity Verification is a crucial step for each registered Brand. We suggest paying close attention in entering correct and up-to-date information to allow the Brand to be swiftly verified. Upon Brand verification, TCR will assign available Classes (AT&T) or Tiers (T-Mobile) according to whether or not a verified Brand is part of the Russell 3000 list. Verified Brands who are not part of the Russell 3000 list can improve their Class/Tier assignment through vetting.TCR provides the ability for “Vetting” of Brands to gain access to special use cases or improve quality of service. 
2. Create a Campaign - This step involves registering a "Use Case" for which the numbers will be used. Campaigns cannot be created until a Brand has been Verified in TCR. A full list of use cases can be found here. SMS numbers within a campaign may only be used to send messages relevant to the use case selected. 
3. Assign SMS Number to a Campaign - In this step, SMS numbers will be assigned to the related campaign. You can have multiple Telephone Numbers (TNs) associated with one Campaign, however, you cannot have multiple Campaigns associated with a TN. 

Timelines

Brand approvals can take up to four business days depending on the campaign use case. 

Campaigns must be approved by both TCR and the underlying carrier to which the SMS number belongs. Campaign approval by TCR can take up to four business days. Approval by underlying carriers is expected to take up to 5 business days normally, however, due to the volume of requests as providers work to get all of their campaigns registered, we have been advised that this process can take up to 3 weeks. 

Once a campaign has been approved by both TCR and the underlying carrier, SMS numbers assigned to the campaign can be used immediately. 

For a deeper dive follow this link for a training video