10DLC Registration Guide: How To Avoid Unecessary Costs in 2024

In 2024, more businesses than ever will use messaging to connect with customers. Messaging is the preferred channel for consumers, with stellar open rates and response times, and folks want to keep it that way. 

However, messaging is unregulated by the FCC—and it’s each carrier’s responsibility to prove they’re keeping the ecosystem clean of unwanted messages and bad actors. As adoption grows, carriers have put more scrutiny on business texting (aka. “A2P texting”). 

What is 10DLC registration?

To help manage messaging traffic exchange, US carriers have implemented 10DLC registration processes. The registration process requires businesses that send SMS and MMS over local phone numbers to register their brands and campaigns with The Campaign Registry (more on them later). 

Satisfying these 10DLC registration procedures is now required for SMS messaging. Those who don’t register will pay the price (literally!). 

With all that’s happening around 10DLC, it can be tricky to navigate alone. We want to make this registration process as painless as possible for you and your customers. We’re here to guide you on everything you need to know so you can keep providing exceptional digital engagements through the 10DLC channel. 

Why do I need to register 10DLC campaigns?

The industry has been working for many years to find ways to support the use of local numbers to deliver A2P messaging traffic to mobile subscribers at volume. Following the recognition by the CTIA in 2019 that local and toll-free numbers are valid methods for delivering A2P traffic, mobile carriers have been developing their 10DLC solutions.

Verizon charges a blanket surcharge on top of messages without additional registration, while AT&T and T-Mobile do require registration and additional fees to increase throughput caps for campaigns that should be granted a higher messaging class. They also require the use of The Campaign Registry to get additional information on A2P message senders and the type of traffic being sent to their mobile subscribers.

The relationship between The Campaign Registry, Bandwidth, and 10DLC

Who is The Campaign Registry?

Carriers have designated a third-party company, The Campaign Registry, to register brands and campaigns via campaign service providers.

The Campaign Registry is the organization that will assess the trust score assigned to each brand and pass along that information to the carriers to assign their message limitations according to each carrier’s system. By complying with The Campaign Registry businesses offer complete transparency about their messaging use case and content sent to their consumers. 

What is Bandwidth’s role in 10DLC and The Campaign Registry?

Our goal is to help your business navigate 10DLC compliance effectively! That means avoiding unnecessary surcharge fees and delays in A2P message deliverability. We are already a participating communications service provider (CSP) partner with The Campaign Registry and offer you the ability to register brands and campaigns within our app and via API.

The aim is to provide you with timely info about updates and policies related to 10DLC. In addition, our support team and messaging experts are here to help you with any additional questions you may have about this process.

Curious whether to register your brand(s) and campaigns with Bandwidth or with The Campaign Registry? Learn more here. 

10DLC registration requirements

To apply for 10DLC registration, give your Campaign Service Provider (CSP) the required information, and your CSP will submit your application. 

To get your registration approved, your business information must be verified and you must adhere to the industry’s defined best practices. 

This includes: 

1. Obtaining prior express written consent before sending automated or pre-recorded messages to consumers 
2. Clear opt-out language within the first text of a campaign 
3. Identifying your company name in the first text
4. Including terms & conditions, and privacy policies

How much does 10DLC registration cost? 

Last updated on January 11, 2024

The following fees are assessed by The Campaign Registry (TCR) and will be charged by them directly if you choose to register through TCR. 

• Platform: $200 one-time fee to register as a Campaign Service Provider (CSP) with TCR
• Brand Registration: $4 non-recurring fee per brand
• Brand Reverify: $4 non-recurring fee per brand
• Third-Party Brand Vetting: $40 non-recurring fee per brand
• Campaign (Standard): $10 monthly recurring charge
• Campaign (Special): $10 monthly recurring charge
• Campaign (Agents & Franchises): $30 monthly recurring charge
• Campaign (Low Volume/Class T): $1.50 monthly recurring charge
• Campaign (Charity): $3 monthly recurring charge 
• Campaign (Emergency): $5 monthly recurring charge
• Campaign (Sole Proprietor): $2 monthly recurring charge

Each campaign has an initial 3-month commitment and you’ll continue to be charged for it even if you cancel before the 3-month mark. As of October 6, 2022, The 3-month minimum commitment will no longer apply to political campaigns.

Additional Registration Costs

Additional fees that apply in the industry but are not charged by TCR. 

• Campaign Vetting: $15 per vetting event. Starting February 11, 2023

Carrier fee updates 

We hate to break it to ya, but you probably already know, the fees on messaging have increased. And they aren’t going anywhere soon. Across the industry, carriers are using surcharges to drive change and improve the health of messaging traffic on their networks, with the ultimate goal of maintaining trust and confidence in texting.

• T-Mobile increased their surcharge for unregistered 10DLC traffic on a bi-monthly basis through the end of 2023
• AT&T is increasing their rates across every messaging channel, in addition to increasing their surcharge for unregistered 10DLC traffic 
• Verizon implemented a  surcharge for unregistered 10DLC traffic for the first time in 2023

For a full list of updated costs associated with 10DLC registration, visit our support site. 

How to register a brand with Bandwidth

Within the context of 10DLC registration, a brand is the company or entity initiating messages to the consumer.

Registering a brand is a one-time setup that you’ll be asked to do only if you have yet to complete it. You’ll also be asked if you’re a reseller or not. A reseller is someone who supports multiple brands besides their own. They’re reselling Bandwidth’s services and will be able to register additional brands besides their own. 

1. Log into the Bandwidth App and select Campaigns in the top navigation bar. If you haven’t registered your brand yet, you’ll be directed to the Local A2P page.

Note: If you don’t see the Campaigns tab, your account may not yet be enabled. Please open a support ticket or reach out to your Account Manager for assistance.

2. Click Register My Brand to begin the brand registration process.

3. Complete the Brand Details form and click Next.

4. Complete the Brand Contact Details section. If you’re a direct customer and won’t be managing brands and campaigns for other companies, you can select I’m a direct customer and click Register to register your brand. If you’re a reseller, you can select I’m a reseller, fill out the required information, and click Register to submit your reseller details and register your Brand. If you need to register additional Brands beyond your own, you NEED to select that you are a reseller. There is no additional fee to be a reseller. 

5. After successfully registering your brand, you’ll be directed to the Brands page. If you’re a direct customer, you’ll only see your brand. If you’re a reseller, you’ll see your brand and your customer brands.

Registering customer brands

If you’re a reseller, you can add as many customer brands as you’d like. On the Brands page, click Add Customer Brand, enter the brand details, and click Register.

How to register a 10DLC campaign with Bandwidth

Within the context of 10DLC registration, a campaign is a collection of information used to identify use case and CTIA compliance for carrier evaluation. 

1. Log into the Bandwidth App and select Campaigns in the top navigation bar.

Note: If you don’t see the Campaigns tab, your account may not yet be enabled. Please open a support ticket or reach out to your Account Manager for assistance.

2. Click Campaigns in the sub-navigation bar. You’ll see a list of campaigns that have been previously registered on your account.
3. Click + New Campaign or Create a New Campaign to begin the campaign registration process.

4. Select the brand you want to associate with your campaign.

5. Select your campaign use case and click Next. If you have a standard use case, select an option from the Standard Campaign Type column. You only need to select one to proceed to the next section. If you have a special use case, select an option from the Special Campaign Type column. Please note that these use cases need to go through the Mobile Network Operator (MNO) manual approval processes and may not be registered for some time.

Note: If you select Low Volume Mixed or Mixed, you’ll see additional use cases displayed below. You must select two or more to continue to the next step.

6. 
7. Enter your campaign details and click Create.

Note: Please don’t include emojis when entering sample messages, as this can cause an error.

Navigating changes to 10DLC

To avoid unnecessary carrier surcharges, you must comply with The Campaign Registry. Being compliant means you have registered your brand(s) and campaigns that utilize local numbers for A2P messaging with TCR. 

We offer you the ability to register brands and campaigns within our app and via API. So whether you’re registering through Bandwidth or going directly to The Campaign Registry, we have a few options that you can choose from based on your business and use case. In addition, we’ve created a video tutorial that guides you through the process.

Helpful resources to stay up to date on 10DLC Policies

Bandwidth’s messaging support center

With the consistent change in 10DLC policies and regulations over recent years, it can be challenging to stay up to date with new developments. If you have any outstanding questions about long code messaging, please visit our Knowledge Base to learn about The Campaign Registry, 10DLC, and carrier updates. 

The Campaign Registry 

The Campaign Registry is a fantastic resource to learn the ins and outs of the 10DLC, guidelines on how it works, and tutorials on being compliant when doing messaging campaigns. 

Check out their FAQ section for any additional information on TCR. 

Bandwidth’s 411 video series 

Our messaging experts are here to help! Consult and learn from our team to stay informed on recent changes and what that means for your specific business. 

Our video series gives you all the details around 10DLC in a quick, entertaining, and educational format! 

Moving forward with 10DLC

We understand that navigating the registration process can feel overwhelming, but we are here to help you stay compliant without seeing a disruption in your A2P messaging.  

We want to help you avoid unnecessary fees with carriers after the March 1st, 2022 changes are implemented. Register with Bandwidth or The Campaign Registry to help make your 10DLC messages more effective and less costly!

Have additional questions? Let us know!