Why do we have to register?
As more and more business communications are being sent via SMS the carriers are recognizing that traffic is getting more and more congested with spam and other unreliable text messages, so in an effort to keep upstanding messages flowing they’re requiring registration fro all A2P (application to person) messages being sent via 10-digit long codes.
What are the fees?
Fees paid to The Campaign Registry:
- One time brand fee: $4 per brand
- Monthly campaign fees: $.75-10 per campaign
- Vetting fee – if requested: $40 (optional)
- One time campaign fee to T-mobile: $50 per campaign
- Carrier surcharges: $.002-.004 per message
What are the fines?
Fines can range anywhere from SMS blockage and throttling to $10,000 per SMS. If we haven’t mentioned 1000 times before, these fines are serious, and extreme, it’s much cheaper to register your use-cases than to cross your fingers.
What is The Campaign Registry?
TCR is a/the unbiased reputation authority for business messaging on 10DLC…says so right on their website. The U.S. carriers (well, AT&T, Verizon and T-Mobile, at least) came together and agreed that The Campaign Registry would be the reputation authority company that they would all work with.
What does TCR do?
TCR collects information on the company and messages that are being sent, they then vet this information to help the carriers determine how they will handle your messages. The vetting process is based on several things, with legitimacy of business being one of the most influential…does the EIN exist, does it match the company name, etc. Once TCR determines the reputation, this information is shared with the carriers by brand and campaign IDs. Each carrier uses the information for throughput and speed of sending their messages.
What is throughput?
It’s the quantity and speed in which a carrier allows your SMS to deliver to the intended recipient. The different carriers have different variables, some are quantity per day, quantity per number, quantity per minute, etc.
Is there a different type of number I can use that doesn’t have to be registered?
In short: No
In long: There are other types of numbers that can be used for sending A2P SMS, but they all require some sort of registration.
- Short codes: Short codes are 5-6 digit numbers, they are typically used for companies that send thousands of messages monthly. When applying for a short code, your company and the types of messages that will be sent will be vetted much like 10dlc, but it can take 2-3 months to get the results, and each number is exorbitantly more expensive than 10dlc.
- Toll-free numbers: These are the fastest to be acquired, they are free, but they are not as reliable as short codes or 10dlc when it comes to throughput and blockage and you can’t get a local area code. They have to be registered, but currently this registration is just with the SMS providers, but we predict that won’t last long.
Who else sees my information?
The brand and campaign information registered is never sold or shared outside of the registration process.
Is this the law?
Technically no, as of July 2011, the Federal Communications Commission (FCC) does not regulate the business practices of private cell phone companies. So they don’t regulate contracts or services, but they do manage complaints against the carriers and service.
The carriers (AT&T, Verizon, T-mobile and US Cellular) have banded together to create the 10dlc registration requirements. They can fine companies for inappropriately utilizing their service to send unapproved messages. Up to $10,000 a message, depending on violation and carrier.