What is 10DLC?
10 Digit Long Code, or 10DLC for short, is the new requirement for A2P (application-to-person) SMS in the US, which applies to all messaging to standard 10 digit geographic phone numbers.
Carriers in the US consider all Pipes.ai traffic to be A2P. Carriers’ A2P 10DLC offerings provide better delivery quality and lower filtering risk than long code SMS of the past, using the same phone numbers.
10DLC regulations were created as an extra measure to decrease unwanted, and in several cases non-compliant, SMS messages. Thanks to higher messaging throughputs than traditional long code messaging, 10DLC should theoretically increase message deliverability for large SMS senders.
New Changes: 10DLC Rules
As the outbound calling and texting world continues to develop, additional regulations have been put in place that you may need to be aware of.
As of October 2021, T-Mobile has implemented 10DLC for A2P communication. All long code SMS must be sent over 10DLC. Existing T-Mobile customers will need to transition their accounts to 10DLC prior to November 24th, 2021 to ensure uninterrupted service.
Should you do not provide this information by then, you may risk your messages failing to go through starting on December 1st, 2021 plus fines. (Carrier services will be resumed 3-5 business days once this information is provided.)
SMS traffic will be limited and regulated determined by your Trust Score and Use Case (Campaign) type.
DLC Compliance: What You Need to Do
To comply with this change, your brand must be registered with carriers to create SMS/MMS campaigns and specify which numbers will deliver messages on these campaigns.
Once a business is registered, its carriers allocate throughput instantly with campaign ID and brand ID. Throughput is not fixed for every campaign. Carriers determine throughput for a campaign by doing a thorough assessment of your business and use case. 10DLC cost surcharges range from $0.002 to $0.004 currently for 10 Digit Long Codes (10DLC) A2P (Application to Person) and MMS will now incur a .01 surcharge from the carriers to deliver your messages.
Though these new changes can be disruptive, Pipes.ai is here to support our customers as your designated campaign service provider. In order to maintain SMS deliverability and to avoid any potential fines, we urge our customers to comply with these changes.
All of the changes required to implement 10DLC pave the way for businesses to leverage personalized and conversational ways to engage with their customers. As 10DLC continues to roll out in 2021 and beyond, A2P text messaging brings the exchange of high-volume marketing messages closer to the intimacy of human as person-to-person (P2P) messaging.
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Up to date as of November 14, 2021.