New Compliance & Regulation for 10DLC
10 Digit Long Code (SMS)
Daniel
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As of February 1st, 2021, the new U.S. regulations and requirements are affecting 10DLC (10-digit long code) text messaging campaigns, and compliance with these protocols and restrictions is critical to the ongoing success of businesses that depend on 10DLC texting and SMS marketing to stay in touch with customers. Here's what you need to know about the latest requirements for using 10DLC.
WHAT IS 10DLC?
10DLC numbers are local long-code numbers that are approved by mobile network operators for A2P SMS messaging. This approval comes about by registering the local long-code number with a verified 10DLC brand and an approved 10DLC campaign.
A 10DLC-approved long-code number can support high volumes of text messages. Mobile network operators in the US are implementing requirements that 10DLC-approved numbers are used for all A2P messaging on their networks.
10DLC helps to protect customers from unwanted spam while allowing businesses to better connect with their customers. This change will also improve deliverability because 10DLC allows for higher messaging throughput than traditional long-code messaging.
10DLC COMPLIANCE
As part of establishing an industry standard to protect consumers from unwanted messages (specifically high-volume online messaging or SMS traffic), the Cellular Telecommunications Industry Association (CTIA) has collaborated with major wireless service providers to adopt "Messaging Principles and Best Practices."
As a result, the industry has created a distinction in the handling of "consumer" Person to Person (P2P) and "Non-Consumer" Application to Person (A2P) messages for organizations using a local area code (10 Digit Long Code or 10DLC) for messaging, whether the purpose is business texting or SMS marketing.
Any business line with a 10DLC may now be considered a carrier-sanctioned messaging channel and subject to A2P regulations. As of October 1, 2021, carriers such as AT&T and T-Mobile began directly throttling unregistered SMS traffic and announced their intent to impose fines on companies that do not comply with the new rules.
WHAT SHOULD YOU NEED TO DO
The carriers have been enforcing this compliance since September 2023. It is important to register your 10DLC brand (business) and campaign (messaging use case) to avoid fines and blocked messages in the future. Messages from unregistered numbers will be blocked. PhoneSpeak messaging rates still apply even for blocked messages.
If your use of text messaging is important for your business communication, we advise you to complete the compliance onboarding to have your PhoneSpeak number registered and verified to comply with this new regulation.
The rules and regulation with regards to A2P 10DLC is subject to change without prior notice.