As the SMS industry has been trying to settle into its new way of life with all of the 10dlc changes, the North America carriers continue to surprise us.
You may remember from a previous post North America carriers are making some changes to keep up with the demand on the SMS communication channel, as well as trying to secure deliverability of legitimate messages vs. spam. 10-digit long codes (10dlc) application to person (A2P) SMS messaging services is taking the brunt of the changes.
As carriers join forces dates and fees keep changing.
- May 1, 2021, is still the date that AT&T has announced as the first step towards full-on carrier sanctioned 10dlc campaigns being monitored for legitimacy. Customers will continue to incur surcharges, but no filtering or throttling of messages.
- June 1, 2021 AT&T will begin throttling message throughput for unregistered numbers and campaigns, likely filtering messages out completely and enforcing fines.
- T-mobile/Sprint is taking a different route with their deadlines and registrations fees. Starting April 1, 2021 (announced March 25, 2021…super helpful, T-Mobile!!), there will be a one time registration fee of $50 per campaign plus per SMS surcharge. (Update April 22: This $50 fee has been put on hold until further notice)
- T-Mobile will also be instating larger fees for more specialized SMS requests like custom NNID (NetNumber ID) or companies that utilize proxy numbers, these are not applicable to most of the Red Oxygen customers.
- More importantly T-Mobile had documented strict non-compliance fees ranging from $10 per message to flat fees of $10,000.
- Verizon, as of this posting, has decided to not utilize The Campaign Registry like AT&T and T-Mobile, but they are charging per message surcharges to everyone equally, no SMS left behind.
- Brand registration fee—$4 per brand/one-time fee
- Campaign running fee—$2-10 per campaign (determined by use case)
- Carrier surcharges—$.002-.005 per SMS (in- and out-bound)
Possible Fines and Penalties if not signed up by June 1, 2021:
- Higher surcharge fees will likely be applied
- Throttling and filtering of messages
- T-Mobile specific non-compliance fees:
- Text Enablement: There will be a $10,000 fee if T-Mobile receives a complaint that traffic is being sent prior to the program being fully approved.
- Grey Route: There will be a $10 fee per message if A2P messages are sent over P2P routes.
- 10DLC Long Code Messaging Program Evasion: There will be a $1,000 fee if a program is found to be using techniques such as snowshoeing, dynamic routing, or unauthorized number replacement.
- Content Violation: There will be a $10,000 fee for each unique instance of the third or any subsequent notification of content violating the T-Mobile Code of Conduct involving the same content provider. This includes SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco) violations, spam, phishing, and messaging that meets the Severity 0 violation threshold as documented in this CTIA handbook.