10DLC refers to carrier imposed rules, regulations and technology designed to sanction and vet SMS and MMS messages sent via 10 digit local long code phone numbers within or to the United States. The objective of 10DLC is to protect consumers from unwanted messages while offering organizations higher throughput and delivery rates.
If you are sending texts over standard phone numbers (i.e. 202-555-1212, 310-555-1212) in the United States, 10DLC registration will be required. There is currently no requirement for registration for use of toll free or short code. Further, texting outside of the United States (Canada, for instance) does not require 10DLC registration at this time.
Each organization wishing to text on 10DLC will need to be registered. All registration is controlled by a carrier-led entity known as The Campaign Registry. Prompt.io is a partner of The Campaign Registry and in most cases, we will be facilitating your organization's registration.
In order to register, you will need to provide information about your organization, including your EIN, use cases, sample messages, and responsible contacts. Your account manager and onboarding team will ensure that your organization gets properly set up.
We will be working with our customers utilizing 10DLC to get them registered and compliant.
AT&T will begin imposing a small per-segment fee to both registered and unregistered texts, currently set at $0.002 per outbound SMS segment and $0.0035 per outbound MMS. These fees will remain in place until the AT&T transition period ends (date TBD), at which point their full fees will go into effect ($0.002 - $0.004 per outbound SMS and $0.0035 to $0.005 per outbound MMS, depending on use case and volumes).
TMobile will begin implementing carrier fees of $0.003 per outbound and inbound SMS segment and $0.01 per MMS.
At some unknown date in the future -- (our best guess based on discussions within the industry is late 2021) -- all traffic on 10DLC will need to be registered or will be at risk for carrier blocking and/or additional fees and penalties. We are in constant dialog with The Campaign Registry and industry entities responsible for implementation of these requirements.
There is a small one-time fee for registration. Additionally, there are quarterly fees associated with an organization's use case -- typically between $6 and $30 per quarter. In most cases, Prompt.io will pass these through to customers. We will communicate clearly with you regarding registration and work with you to ensure compliance with the new rules and regulations.
On registration, your organization will be given a vetting score known as your RISQ score (Routine Information and Services Quality) based on your organization's profile and use case. Maximum throughput and daily limits on the number of texts that can be sent can be dependent on this score. Throughput can be up to 30 times faster than the limits that were typical prior to the arrival of 10DLC. While for some use cases there may be daily limits imposed, 10DLC will mostly alleviate any need for multiple outbound phone numbers -- vetted traffic will get very high deliverability.
10DLC has no impact on toll free or short code traffic. If your organization utilizes these types of texting channels, there is no need to register.
For our customers that are currently bringing their own Twilio credential, we offer two paths forward:
In some cases, it may make sense to transition to texting via toll free rather than register for 10DLC. Your account manager will work with you to determine if this is a viable path forward for your organization.
For more information, please contact support or your account manager. Know that we are here for you in this transition and will help you ensure that your organization complies with the new requirements.