A2P/10DLC Compliance (SMS/MMS)

Over the past couple of years, there have been increased requirements, standards, and best practices implemented for businesses to send SMS/MMS messages to consumers known as A2P 10DLC. Previously, we had been able to set up and register phone numbers utilizing basic location information and because of the updated Best Practices, we are now required to capture additional information.

Why is there an A2P 10DLC system and how does it work?
Now, you are probably asking what do all those words and acronyms mean? A2P (Application to Person) 10DLC (Standard 10-digit long code). A2P 10DLC refers to a system, in the US, that allows businesses to connect with and send SMS/MMS messages to customers, via 10DLC (10-digit) phone numbers. 10-Digit long code messaging, or texting, was initially designed for person to person (P2P) traffic only, and not for business (aka application) to person (A2P) traffic. Prior to the introduction of A2P 10DLC, businesses were limited in many ways from using 10-digit long code text to connect with consumers due to heightened filtering and limited throughput. However, with A2P 10DLC system, starting in April of 2021, businesses have been better enabled to communicate with their customers via SMS/MMS set forth by an industry wide initiative to set Principles and Best Practices for A2P messaging.
The messaging Principles and Best Practices is a set of voluntary best practices developed by CTIA (Cellular Telephone Industries Association) that aim to identify parameters for facilitating the exchange of SMS/MMS between Consumers (Person to Person(P2P)) and Non-Consumers (Application to Person(A2P)) via Wireless Provider messaging networks while protecting Consumers from unwanted messages and allowing for Consumers to opt out of receiving said unwanted messages.
There are two important processes in the A2P 10DLC system:
  • Brand Registration: Who is the business?
  • Campaign Registration: What types of messages are the business' sending?
This brand and campaign registration process is facilitated by The Campaign Registry (TCR) and works with North American mobile operators and companies that are in the messaging business. TCR is the Reputation Authority for registering A2P 10DLC Messaging Campaigns. 
New Pricing for Brand Registration
We have worked with the carriers to adjust and waive certain pricing structures associated with Standard Brand registration. New Low-Volume Standard Brand and campaign registrations will incur a $4 USD registration fee (one-time), effective immediately, as opposed to the previous price of $94 USD. All campaigns (Low-Volume Standard and Standard) now include a Campaign Registration waiver.
Use Case Campaign cost breakdown:
  • Low-Volume Brand Registration (One Time): $4
  • Standard Brand Registration (One Time): $44
  • Campaign Monthly Fees: $1.50 - $10/month** (most will only be charged $1.50/mo; depends on use case)
**Most will fall under the Low-Volume Brand registration, however, if you have 10+ locations with us and they all fall under the same company/LLC, we will have to register them under a Standard Brand (one-time $44 charge).
What if I choose not to register for A2P/10DLC?
If you choose not to complete the A2P/10DLC form, your phone number(s) will not be registered for SMS. As a result, if you do send SMS/MMS via the phone numbers you have with us, SMS traffic will be unregistered and subject to unregistered fees, as well as possible filtering until the associated phone number(s) are registered properly.
Unregistered traffic fees are set by different mobile carriers, ranging from $0.004 to $0.013 per unregistered outbound/inbound message segment. There could be additional fees as well that are at the discretion of the mobile carriers the unregistered messages are sent to.
If you have not yet completed the A2P 10DLC form, it can be found here: A2P 10DLC Form
If you have any questions regarding A2P 10DLC, please submit a ticket to support@hellogym.io.