A2P 10DLC registration: How to get started and why it matters for your business

A2P 10DLC registration is a regulatory requirement and crucial step for businesses that send text messages to US customers using 10-digit phone numbers. Designed to combat spam and ensure legitimate messages reach recipients, A2P 10DLC registration is essential to maintain good deliverability rates and build trust with your audience. Since 1^st September 2024, businesses that attempt to send messages without registering for A2P 10DLC will be fined up to $10,000 for non-compliance.

At Zing, we offer a streamlined service for businesses using SMS messaging, to help you navigate the A2P 10DLC registration process, ensuring compliance and maximising the effectiveness of your SMS campaigns.

A2P 10DLC stands for Application-to-Person 10-Digit Long Code. A2P refers to the process of sending text messages from a business application (like a website or software) to a consumer, while 10DLC refers to the consumer’s standard 10-digit mobile phone number.

The process’ introduction was mostly driven by the need to enhance security and improve message deliverability. By requiring businesses to register their 10-digit phone numbers for A2P messaging, the aim is to reduce spam and ensure that only legitimate SMS messages reach consumers. This not only protects consumers, but also helps businesses maintain a positive reputation and achieve better delivery rates.

A2P 10DLC registration offers significant benefits for businesses. By ensuring compliance with carrier regulations, you can avoid potential penalties such as fines or message blocking with a new “30034” error. Additionally, A2P 10DLC registration can improve message throughput, reducing the risk of messages being filtered or blocked.

Carriers use A2P 10DLC to enhance the SMS ecosystem for both businesses and customers. By verifying the legitimacy of businesses sending messages, carriers can protect consumers from spam far better and ensure that only relevant messages reach their intended recipients.

Ultimately A2P 10DLC regulation improves the overall experience for both U.S. businesses and consumers, developing trust and reliability within the SMS messaging landscape.

A2P 10DLC registration offers a wide range of use cases for businesses looking to leverage SMS messaging effectively. Here are some of the most common methods of application:

• SMS Marketing - Reach customers directly with targeted promotions, personalised offers, and timely updates via text.
• SMS Alerts and Notifications - Provide real-time alerts for important events, such as order confirmations, shipping updates, or security breaches.
• Transactional SMS - Send essential messages related to transactions, such as account balances, payment reminders, or appointment confirmations.
• Businesses New to SMS Messaging - A2P 10DLC registration is a crucial step for businesses entering the SMS messaging landscape, ensuring compliance and maximising the effectiveness of their campaigns.

The A2P 10DLC registration process typically involves the following steps:

1. Prerequisites – Gather required business information, determine your brand type as either a Standard or Low-Volume Standard Brand.
2. Provide business information - Submit details about your business, including its name, address, and nature of operations.
3. Register a brand - Submit information about your brand, and register as Standard or Low-Volume Standard brand.
4. Define messaging use cases - Specify the types of messages you plan to send (e.g., marketing, transactional, alerts).
5. Complete compliance requirements - Ensure compliance with all applicable regulations and industry best practices.

When registering, it is essential to provide accurate and complete information throughout the process. Messaging use cases and ensuring consistency with your brand, need to be clearly defined. Staying updated on industry regulations and best practices is also crucial for maintaining compliance.

Often, businesses find that gathering the necessary documentation for A2P 10DLC registration can be time-consuming and occasionally the verification process may require additional information or time. It is also worth noting that, understanding and meeting compliance standards can be complex, especially for businesses new to SMS messaging.

When registering for A2P 10DLC, it's crucial to avoid common pitfalls that can lead to delays or rejection.

Incomplete or inaccurate business information can hinder the registration process, so ensure all details are correct and up to date.

Choosing the wrong campaign type can also impact your registration. Carefully consider your messaging goals and select the appropriate campaign type accordingly. The campaign’s purpose, use case, workflows, inadequate opt in or opt out methods can all be reasons why and A2P 10DLC campaign may be rejected.

Additionally, don't overlook post-registration compliance requirements which are essential for maintaining your registration status.

Non-compliant opt in processes are another common reason why applications are rejected.

Read here for Twilio’s best practice on A2P 10DLC.

At Zing, we offer a comprehensive A2P 10DLC registration service specifically for businesses using Twilio for SMS messaging. Our expertise ensures a streamlined and efficient process, accelerating registration and vastly improving the likelihood of approval upon first submission. With our expert guidance, you can avoid common pitfalls and maximise your messaging efforts.

Included in the service is:

1. Assessment of your messaging needs and objectives
2. Brand and campaign type selection guidance
3. Step-by-step assistance with registration process
4. Assistance in avoiding forbidden message categories
5. Best practice recommendations & alignment with Twilio’s terms of service

Steps to A2P 10DLC registration with Zing:

Campaigns are significantly more likely to be approved if you have a clear and concise use case for the service. We will work closely with you to establish your use case, drawing on best practice and our experience.

Depending on your use case, we may advise that you update your brand registration to better match the types of campaign messaging you're intending to send. There are also several special cases to be aware of for certain industries, so it's best to get a head start on this and ensure it's all correct before starting your campaign registrations.

Once you have your brand ready, the next step is to prepare your campaign opt in process. Unclear opt in requirements are one of the most common causes for campaigns to be rejected.

We will review the opt in process, provide our recommendations, and make it much more likely your campaign is approved on the first submission.

With the first three steps completed, you're ready to submit your campaign. We'll work with you to review your submission before it's sent to Twilio or the Carriers, ensure all the key points they are looking for are met, and help with any adjustments if requested following their review.

A2P 10DLC registration is a vital step for businesses leveraging SMS marketing. It ensures compliance, improves message delivery, and enhances brand reputation. However, the registration process can be complex and time-consuming, so partnering with a trusted service provider like Zing can significantly streamline the process, accelerating approval times, minimising errors, and avoiding common pitfalls. By leveraging the expertise of those who have already navigated the A2P 10DLC landscape, businesses can ensure a smooth and successful registration experience.

If you'd like to know more or want to get started, then do get in touch. Simply complete the form and we'll get right back to you.