A2P Registration

This Messaging Policy applies to all accounts using LeadConnector Phone Systems (L.C. - Phone). All outbound messages from your account must comply with our SMS and MMS Messaging Guidelines. The following messaging use cases are prohibited on SMS or MMS in the United States or Canada.

The below information applies to extended code messaging with the rollout of the new A2P 10DLC system, in addition to the shortcode and Toll-Free messaging. Lastly, we have suggested alternatives for conducting certain unlawful use cases.

WARNING

Policy violation will lead to the suspension of SMS/MMS capability for your account.

Forbidden message categories for SMS/MMS in the U.S./Canada

Please Note:

Any use cases that violate this policy will not be allowed on the LeadConnector ISV platform, regardless of number/sender type or destination country.

New Sev-0 Fines on Prohibited A2P Traffic, Effective February 15, 2024

What do you need to know?
T-Mobile has introduced A2P 10DLC non-compliance fines for messages including prohibited content. If T-Mobile detects any messages that violate the tiers listed below, they will issue a Sev-0 violation (the most severe consumer violation), a non-compliance fine, and carriers will immediately block the offending messages. This applies to all commercial messaging non-consumer A2P products (SMS or MMS short code, toll-free, and 10DLC) that traverse the T-Mobile network. Because Sev-0 violations also infringe on the software acceptable use and messaging policies, the software will pass on these fines to you for every Sev-0 violation, starting February 15, 2024. These fines include, but are not limited to, the following:

• Tier 1: $2,000: phishing (including simulated phishing sent for security testing or similar purposes), smishing, and social engineering. Social engineering is a technique used to manipulate someone into sharing private information, like passwords or credit card numbers.

• Tier 2: $1,000: illegal content (content must be legal federally and in all 50 states).

• Tier 3: $500: all other violations in commercial messaging including but not limited to, SHAFT (sex, hate, alcohol, firearms, and tobacco) that do not follow federal and state law and regulations (e.g., age-gate).

These non-compliance fines apply to violations across any A2P messaging product (SMS/MMS short code, toll-free, and 10DLC). T-Mobile reserves the right to permanently suspend any brands, campaigns, and your company’s access to the T-Mobile Network in the event violations are deemed to be excessive. If you are subject to these fines, the software will send you a Sev-0 violation notice and will subsequently charge the respective fine amount.

Forbidden Message & Use-Case Categories

My use case is listed as forbidden. What can I do?

If your use case is listed above as forbidden for SMS and MMS messaging in the US, you can explore other marketing channels.

Using LC Email is an option for many of the above use cases. For example, cannabis- or CBD-related messaging may be conducted via email, Facebook, Instagram, etc., as long as you have proper age gating in place and are sending toward recipients in a locale where the substance is legal.

Trust Center Onboarding Overview
Trust Center provides products that can improve customer engagement by increasing throughput and brand recognition.

Step 1 - Enter business details. Follow the screenshots below:

1. Click on Settings > Phone numbers > Trust Center
   

2. Click on Start Registering Now
   

3. Click on Continue
   You will need to answer the following two questions accurately to ensure you are directed to the appropriate brand option.
   If you have an EIN for your company but you want to use a different brand name for your messages, you can add this sentence "We are doing DBA as [Business_Name]" in the Campaign Use Case Description for Step 3 - Campaign Details. You can register the same EIN for 10 brands max.
   If your business does not have an EIN and only has one employee per company, you can register for sole prop here: A2P Sole Proprietor Brands Registration.
   You can check the brand name at Open Corporates to make sure the business name does not have an EIN.
   

4. Business Details - Enter the business name EXACTLY as it is shown on the CP 575. Every line above the address on the CP 575 should be entered as the business name.
   
   If the Business registration document EIN was issued recently within the last 45 days, it takes about 45 days from the issue date for the IRS to update the Global Verification Database.
   In this situation, you have two options:

   1. You can wait 45 days for the database to be updated and then resubmit
      OR

   2. You can reach out to our support to apply for an identity status appeal which involves our carrier submitting a request to TCR (The Campaign Registry) to reach out to their providers to get your information updated on their side. An identity status appeal costs $10 and is charged by TCR.
      

5. Business Address - Enter the business address that is shown on the CP 575.
   

6. Authorized Representatives
   

Step 2 - Brand details

1. Business Use Case
   
   That completes the steps to submitting a standard brand. The next step is the campaign submission. Instructions provided under A2P 10DLC Campaign Approval Best Practices
   Maximum 3 tries exhausted
   
   If you are getting this error "Maximum 3 tries exhausted, please fill this out once you collected the CP 575 Form
   
   
   Please send us the CP 575 form (screenshots is fine) for your account. Once that's done, we will send that form for Brand approval.
   We will need to make sure the legal business name and number submitted on the business profile matches exactly with the form. Once that's matched but it is still rejected, this is the only form TCR refers to.
   NOTE: If you're registering a US entity, please enter the exact legal business name as registered with the EIN, which can be found on the CP 575 EIN Confirmation Letter. An exact match between the legal business name and the EIN as displayed on CP 575 is required for the Brand to be successfully registered. Please do not use the legal business name found on the W2 or W9 forms as they may be different from what you have on the CP 575 notice. If you've misplaced your CP 575 notice, you may request a 147c letter from the IRS and use the information there for registration.
   Please note that your full legal business name may span multiple lines on your CP 575 / 147c letter. If that is the case, you must input all the lines above the address line (which constitutes your full legal business name) instead of just using the first line.
   Example:
   
   NOTE:
   If the Business registration document EIN was issued recently within the last 45 days, it takes about 45 days from the issue date for the IRS to update the Global Verification Database.
   In this situation, you have two options:

   1. You can wait 45 days for the database to be updated and then resubmit
      OR

   2. You can reach out to our support to apply for an identity status appeal which involves our carrier submitting a request to TCR (The Campaign Registry) to reach out to their providers to get your information updated on their side. An identity status appeal costs $10 and is charged by TCR.

Pricing for A2P Brand and Campaign
Your account markup will not be applied to these charges and these will be pass-through charges that would directly be sent to the carriers.
The your account (in case of rebilling) will be charged a one-time registration fee of $4.41 whereas agencies will be charged $4.20.
The one-time camping fees of $16.5 and monthly campaign fees will be around $1.5 to $11.5 based on the campaign use case.

Your account level transactions charges:

Agency-level transaction charges

Please Note:
At times both the charges (one-time and monthly) will be grouped and you can see a charge as high as $15.5 USD.

Create a Messaging Service and link the Phone Numbers to it
We will automatically create the messaging service and link it to all the phone numbers available in your account once the campaign is approved.

FAQ

What is the pre-requisite for A2P Standard registration?
The prerequisite to A2P registration is to create a business profile providing the EIN and additional business registration information.

Are there any charges associated with the Low Standard brand registration?
Yes, there is a one-time $4.41 USD and a monthly Campaign Fee ($1.5 USD to $11.5 USD). For most cases, we have seen this to be $2/month.

I am still unsure of what all this means. What do I do?
For now, if you are unsure about how A2P 10DLC compliance works, it will be the best strategy to stop using local & mobile numbers and start using Toll-Free numbers altogether as explained here.

What information would be required from your account to move with the registration?
Your account will need a business registration EIN and some additional info like address, website, and etc.

Is messaging to Canada or any other countries also affected by these changes?
No. Canadian mobile carriers may introduce registered A2P 10DLC solutions in the future, but at this time carriers have not announced any plans to do so.

For information about message sending in countries other than the US, we recommend checking out our country-specific SMS Guidelines pages to learn about any unique rules or restrictions in that country.

I have been sending SMS forever, what has changed?
A2P 10DLC (Application-to-Person 10-Digit Long Code) is a messaging framework introduced by the wireless industry in the United States to regulate and improve the delivery of Application-to-Person text messages. It aims to address issues related to spam and unwanted messages on long codes while ensuring legitimate businesses can continue using text messaging for communication with their customers.

Does this apply to only marketing campaigns or does it apply to all SMS?
A2P 10DLC is applicable for all Application-to-Person texting like marketing SMS, reactivation campaigns, appointment reminders, prospecting, billing alerts, 2FA login codes, etc.

How long do I have to complete the registration for myself and my clients?
The deadline to complete your (and your client's) A2P 10DLC registration and get compliant is August 31, 2023.

How can I become compliant?
Please refer to the following help articles:

• LC Phone System Trust Center

• A2P 10DLC Brand Approval Best Practices

• A2P 10DLC Campaign Approval Best Practices

What happens if I or my clients can't perform the registration in time?
Unfortunately, your SMS traffic will cease to deliver to AT&T, T-Mobile, Verizon, ClearSky, etc. if you do not perform the registration. Please note this is not specific to the software or enforced by us. This is done by the carriers and The Campaign Registry.

Is there a cost associated with the A2P 10DLC registration?
Yes, since January 2023 there is a fee charged by carriers and The Campaign Registry for vetting your brand & campaign applications. You can find the details of the fees associated with A2P 10DLC here.

I don't want to deal with all of this. Is there any alternative for me and my clients?
Yes, while we advise you to become compliant if you wish to continue sending SMS from local & mobile numbers in the USA, you could avoid A2P 10DLC altogether by switching to using Toll-free numbers.

Toll-free numbers also require registration but it is free and less complicated than A2P 10DLC.

Please refer to Toll-Free Number Registration for LC - Phone (US/Canada) to learn how you can switch to toll-free numbers and perform toll-free number registration. This is free and by using this you can avoid dealing with A2P 10DLC registrations and associated costs altogether.

How do we move from low volume sending to higher volume sending?
Please reach out to support so we can share a form for you to submit, and we will create the brand and campaign manually in the backend.

Additional Info

• The opt-in process now requires express written consent with a checkbox. The consent language must include who is sending the messages, message frequency, terms/rates, clear opt-out instructions, and a link to the privacy policy.

• Privacy policies cannot indicate that user data will be sold or shared with third parties for marketing purposes. This is a common reason for campaign rejections recently.

• Opt-in and opt-out methods should match. If opting in via 10DLC, the opt-out should also use 10DLC.

• Unregistered 10DLC traffic is becoming much more expensive and filtered compared to registered traffic. We recommend registering 10DLC campaigns rather than relying on unregistered traffic.

• Human review is still required at the carrier level for campaigns. Clear communication of use cases is important for approval.

What is changing?

Starting January 26, 2023, all new US A2P 10DLC Campaign registrations (Standard, Low volume standard, and the soon-to-be-released Sole Proprietor 2.0) will be subject to a manual vetting process and be charged a one-time $15.75 campaign verification fee at the time of registration.

Why is this change happening, and is this a platform-specific requirement?

This is an industry-wide change to improve the Campaign Vetting process to reduce spam, fraud, and unwanted messaging and protect SMS as a trusted communications channel in the U.S. Every messaging provider who services A2P Campaigns must conduct this vetting.

Note: We are collecting the campaign verification fee and will pass that along without markup to our telecommunications partners. The cost is not levied by us directly.

How do the new fees fit in with existing registration fees?

The below table details the existing registration fees and new registration fees:

How will this affect Campaign Vetting? With this new vetting process, a newly submitted Campaign will be put in a “Pending” state until it has been vetted and approved in the manual vetting process. Customers can only send compliant messages on the A2P route once the Campaign is fully approved.

What will determine whether a Campaign passes or fails this vetting? To help ensure your Campaigns are approved in this vetting process, please follow these best practices in A2P Campaign Approval Best Practices.

Will I get my $15.75 back if my Campaign fails to vet?

No, the $15.75 Campaign vetting fee is non-refundable. Telephony System is working on an expedited pre-screening process to catch issues before the Campaign is sent for external vetting. We will share more news on this once we have an update.

Are existing Campaigns affected by this change?

At this time, only new Campaigns are affected by this change. If this changes for existing Campaigns, we will communicate any new vetting requirements.

Are monthly recurring fees affected by this change? No, recurring fees remain the same and are based on the campaign use case.

Do this new vetting process and $15.75 fee also extend to “post-approval” Campaigns like Agents/Franchise and Proxy? If yes, does it occur before the carrier approval, after the carrier approval, or instead of the carrier approval? Yes, it applies to post-approval Campaigns. It happens after carrier approval.

What can I do if my campaigns are rejected? Contact the support team here so our platform phone specialist team will help you fix your Campaign registration / re-submit a new Campaign which will result in additional charges.

Are there exceptions to these changes? Toll-Free messaging remains an attractive alternative to A2P 10DLC. Toll-Free messaging does require a verification process but does not rely on Brand and Campaign registration.

Step 1: Submit a campaign

Once you complete the steps to submit the brand information, you will be taken to Campaign Details

Standard brand
Sole prop brand

Campaign details

1. Messaging use case

Campaign use case - List of campaign use case types for A2P 10DLC registration

Use Case Description
If you have an EIN for your company but you want to use a different brand name for your messages, you can add this sentence "We are doing DBA as [Business_Name]" in the Campaign Use Case Description for Step 3 - Campaign Details. Make sure the rest of the submission including the website matches with the DBA business name. You can register the same EIN for 10 brands max.
Must explain what type of SMS the client will be sending (e.g., marketing messages, appointments, notifications, etc.).
The Campaign use case description section is used to describe the purpose of this campaign.
Click on 'See example' in the top right to check out examples for your use case. It's best to keep it simple. If you outline all the use cases, you will need to provide the opt-in link for each one.
E.g. This campaign sends appointment confirmations, message notifications, and offers for chiropractic adjustments to existing patients or new patients who have opted in to receive SMS notifications. The communications are sent via the website form.

Sample Message

Must include the lead’s name, a staff member’s name, a business name, and opt-out language (reply STOP to unsubscribe.)
Must provide an example of the type of messages the client states they are sending in their description.
Approved Examples:
Appointment Messages: David, it's Kate from ABC Company. Thanks for opting in to receive SMS notifications. I just saved a time for you on Thursday, June 15, 2023, at 4:00 PM, and I'll see you then! If anything changes, just let me know. If you need to opt out, reply STOP.
Marketing Messages or Offers: David, it's Kate from ABC Company. Thanks for opting in to receive messages. Today, we are giving out a few vouchers to our past patients for a free chiropractic adjustment. Would you like one? If you need to opt out, reply STOP.

Do NOT include custom fields or values
Rejected Example: "Hey {{name}}! Samuel from [write the client's company name here] here. We remember you had signed up to receive an appointment with us a little while back. When could we get you rescheduled? Reply STOP to opt out."

2. User Consent

How do end-users consent to receive messages?
All opt-in methods > Opt-In

If your opt-in method is web form, must include the link to the website opt-in page, the website needs to have:

1. Consent Checkbox
   Shows an optional checkbox for message consent and cannot be pre-selected or pre-checked.
   Opt-in consent message and checkbox must be separated from the T&C/Privacy Policy consent and checkbox.
   TCR is now requiring us to separate the checkbox for promotional SMS communications from other SMS notifications. You can omit the T&C/Privacy Policy consent checkbox and make sure they are hyperlinked at the footer of the form to avoid having 3 checkboxes (T&C, promotional, other SMS).
   You need to include the bolded part like the type of messaging you are sending and the business/brand name, message delivery frequency or recurring messages disclosure ("4 messages per month", "Message frequency varies", "1 message per login", etc.), Fee disclosure: "Message and data rates may apply", Customer care information (typically "Text HELP for help" or Help at XXX-XXX-XXXX), Opt-out instructions (typically "Text STOP to cancel").
   e.g. I Consent to Receive SMS Notifications, Alerts & Occasional Marketing Communication from the company. Message frequency varies. Message & data rates may apply. Text HELP to (XXX) XXX-XXXX for assistance. You can reply STOP to unsubscribe at any time.
   If the checkbox is showing at the end of the survey, or behind an appointment form, please include a hosted link to an image of the opt-in.
   e.g. End users opt in through an appointment form on the website: https://www.abccompany.com/appointment, Users check a box with optional consent language to receive messages from us to provide their consent at the end of the appointment

2. form:
   Links to the privacy policy and Terms need to be present on the opt-in form.
   In both the privacy policy and terms and conditions pages, remove all keywords such as 'share,' 'sell,' 'affiliate', 'third'. 'party' that indicates selling or sharing leads' information with a third party.

2. Privacy policy
   must have this paragraph:
   "No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Information sharing to subcontractors in support services, such as customer service is permitted. All other use case categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties."

3. Terms of service
   make sure to add these 6 bullet points "Enclosed is a copy of the boilerplate terms of service covering minimum requirements from the carriers"
   {Program Name}
   {Insert program description here; a brief description of the types of messages users can expect upon opting in.}
   You can cancel the SMS service at any time. Simply text "STOP" to the shortcode. Upon sending "STOP," we will confirm your unsubscribe status via SMS. Following this confirmation, you will no longer receive SMS messages from us. To rejoin, sign up as you did initially, and we will resume sending SMS messages to you.
   If you experience issues with the messaging program, reply with the keyword HELP for more assistance, or reach out directly to {support email address or toll-free number}.

Carriers are not liable for delayed or undelivered messages.

As always, message and data rates may apply for messages sent to you from us and to us from you. Message frequency varies. For questions about your text plan or data plan, contact your wireless provider.

For privacy-related inquiries, please refer to our privacy policy: {link to privacy policy}.

Opt-in Message
Example: You have successfully opted in for messages from ABC Company. Reply STOP to unsubscribe.

Forbidden use cases will result in Campaign rejection.

Make sure your A2P Campaign does not involve prohibited content such as cannabis, hate speech, etc., and that your use case is compliant with the Messaging Policy. Check out Forbidden message categories for SMS and MMS in the US and Canada.

Ensure data accuracy and consistency

Make sure you submit Campaign registrations with accurate and consistent data:

Best Practice
Examples
Consistency in brand, website, and sample messages

If your brand name is Acme, your website is www.acme.com, but your sample messages say, “Here’s your one-time passcode for logging into www.contoso.com,” your campaign will be rejected.

Consistency in sample messages and use cases

If you register a marketing campaign but sample messages say, “Here’s your one-time passcode: 123456”, your campaign will be rejected.

Consistency in email domain and company name

Your campaign will be rejected if you register a brand as LeadConnector Inc but provide an email address with the Gmail domain names.

Note that this check only applies to large, well-known corporations that should have dedicated email domains

Make sure you submit real, working websites.

Indicating that your customers opt-in to your messages via the website, but providing a website address that does not work, will lead to campaign rejection.

Make sure the brand you register is the actual brand that you’re sending messages for.

If ISV customers register a brand with your company’s information (e.g., a company that provides the tech for dental offices) but end up sending messages for your customers (e.g., individual dentist practices), your campaign will be rejected.

Make sure you create as few duplicative brands and campaigns as possible.

Excessive brands with the same EIN and excessive campaigns with the same campaign attributes may be seen as high-risk and may result in campaign rejection.

If you wish to send templated messages, please indicate the templated fields in sample messages with brackets to help reviewers better identify which parts are templated.

For example, please write, “Dental check due for [Mary Doe], Visit [www.contoso.com] to schedule an appointment or call [123-456-7890]”

Ensure your use case involves consumer consent before sending messages
Make sure you collect consumer consent appropriately. Please refer to the CTIA guidelines for detailed instructions and best practices on handling consumer consent.

Best Practice
Examples
Make sure consumer opt-in is collected appropriately

If you indicate you collect opt-in via text messages, but your sample messages say, “Hi, is this the owner of 123 Oak Street? I’d like to discuss how I can help you sell your property”, it is clear that you have not collected appropriate consent before sending messages and your campaign will be rejected.

Make sure opt-in language is available on your website if you indicated in the “message flow” field that a consumer opts into your campaign on your company website.

If your brand Acme uses its website, www.acme.com, to collect phone numbers but your website does not contain opt-in language such as “By providing your phone number, you agree to receive text messages from ACME. Message and data rates may apply. Message frequency varies.”, your campaign will be rejected.

We recommend having opt-out language in at least one of your sample messages.

For example, please add language such as “Please reply STOP to opt-out” in one of your sample messages.

Please note:

The ecosystem constantly improves the vetting criteria as it comes across additional violations. Please do not consider the best practices listed above as a “catch-all” and guarantee approval as long as you follow them all; instead, consider them as a baseline that illustrates the general direction of compliant, high-quality messaging that the ecosystem is moving towards.

Opt-In
Campaigns require a proper opt-in method which ensures that end-users provide consent to receive text messages. Verbal opt-in is the most difficult method to verify however, is acceptable as long enough details are provided that a 3rd party reviewer can verify.

Opt-In Method
Example
Verbal

Phone IVR: "As part of our service we can send you automated monthly text alerts regarding account payment activity. We will send two messages per month. Message and data rates may apply, depending on your mobile phone service plan. At any time you can get more help by replying HELP to these texts, or you can opt-out completely by replying STOP. Mobile Terms of Service are available at http://ghl.com/terms and our Privacy Statement can be found at https://ghl.com/privacy. Please reply with 'yes' or 'no' to indicate if you would like this service".

Customer: "Yes please"

IVR: "Great! We will send you a text message to confirm your enrollment here shortly."

Web Form

An embedded form on the end business’s website prompts end-users to enter their mobile handset phone number and opt into the texting campaign. Note checkbox should be selectable by end-user for opting in.

It has to reflect SMS language and not have it hidden in the Privacy policy or terms and conditions. You can check the requirements of the opt-in here: LC - Phone Messaging Policy.

This is highly important to avoid any rejection from the carrier since they are asking for proof of opt-in. Two examples of the Opt-in here:

You need to specifically put a disclaimer like - "By submitting this form, you consent to receive marketing and promotional SMS messages from [Your Company Name]. Message frequency may vary. Reply "STOP" to unsubscribe. Text HELP for assistance. Standard message and data rates may apply. Your information will be handled in accordance with our Privacy Policy."

The Disclaimer MUST have All CTA disclosures present for compliancy:

• Program name and/or a description of the messages that will be sent (appointment reminders, marketing messages, occasional offers, etc.)

• Organization or individual being represented in the initial message

• Fee disclosure (“Message and data rates may apply”)

• Service delivery frequency or recurring messages disclosure (“4 messages per month”, “Message frequency varies”, “1 message per login”, etc.)

• Customer care information (typically “Text HELP for help” or Help at XXX-XXX-XXXX) - not required for single message programs (i.e 2FA)

• Opt-out instructions (typically “Text STOP to unsubscribe”) - not required for single message programs (i.e 2FA)

• Link to Privacy Policy describing how end-user opt-in information will be used. Be sure there is no mention of sharing of personal information with Third Parties (Must not be part of the checkbox statement. Instead, provide the link at the bottom of the form)

If the web opt-in is behind a login or not yet published, host a screenshot on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in the answer for "How do end-users consent to receive messages?" along with the website URL.

You can also upload the screenshot to the Media Storage here.

Paper Form

An in-store visitor completes a physical form that collects their phone number and their consent to subscribe to your texting campaign.

Host a screenshot of the paper form on a publicly accessible website (like OneDrive or Google Drive or your account's media library) and provide the URL in the answer for "How do end-users consent to receive messages?".

Via Text

A Keyword campaign example:

Host a screenshot of the campaign collateral on a publicly accessible website (like OneDrive or Google Drive or your account's media library) and provide the URL in the answer for "How do end-users consent to receive messages?" along with the website URL.

Mobile QR Code

A QR code that links to an online form that prompts end-users to enter their mobile handset phone number and opt into the texting campaign. QR code can direct the mobile handset to their messaging application with a templated opt-in message, or can lead to a web-form as outlined above.

If the QR code leads to an online form that is behind a login or not yet published, host a screenshot of the form on a publicly accessible website (like OneDrive or Google Drive or your account's media library) and provide the URL in the answer for "How do end-users consent to receive messages?".

Campaign registration recommendations
Campaign registrations should meet each of the following descriptions for each field.

Campaign Type
Please choose the use case that best represents your campaign. For more information, please refer to the details provided here.

Successful Example

Failed Example

2FA use case is selected for any authentication or account verification such as OTP.

Higher Education is selected for any authentication or account verification such as OTP.

Why is this rejected? Use case would not match intended use, campaign will be rejected.

Campaign Description
The description should be thorough and explain the campaign’s objective or purpose. Provided description needs to answer who the sender is, who the recipient is, and why messages are being sent to the intended recipient.

Successful Example

Failed Example

“Messages are sent by Acme to its existing customers. OTP Messages for MFA challenges for logging into the online portal to make changes to a user profile for security purposes.

Customers confirm with an SMS when profile changes are made.”

“Blank”

Why is this rejected? No information is provided for the campaign's purpose.

“This campaign sends messages to customers”

Why is this rejected? It does not provide information on who is sending and receiving messages and why messages are being sent.

How do end-users consent to receive messages?
The answer should contain the following information:

• The program or product description

• Telephone number(s) from which messaging will originate

• Identify of the organization or individual being represented in the initial message

• Clear and conspicuous language about opt-in and any associated fees or charges

• Compliant Privacy Policy

• Other applicable terms and conditions (e.g., how to opt-out, customer care contact information)

Opt-in needs to apply per campaign, should be not transferable or assignable and can not be obscured in terms and conditions (especially terms related to other services). If multiple opt-in methods can be used for the same campaign, please list them all.

A compliant Privacy Policy must state that no mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Information sharing to subcontractors in support services, such as customer service is permitted. All other use case categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.

Campaign reviewers need to be able to verify details provided in this field. Provide evidence such as a hosted link to screenshot or document for opt-in that occurs behind a gated login or on a paper form.

Successful Example

Failed Example

Message Flow: “Customers provide opt-in specifically when enrolling into our website, or in person by requesting SMS capabilities within the store. Opt-in during the website is a self-service process and occurs at acme.com/signup”

Website Opt-in Language: “By submitting, you authorize ACME to send text messages with offers and other information. Message/data rates apply. Consent is not a condition of purchase. [Link to terms and conditions].”

“Customers sign up”

Why is this rejected? Where and how the customer provides opt-in is unclear.

Sample message
Sample messages should reflect actual messages to be sent under the campaign and indicate templated fields with brackets. Ensure consistency with use case and campaign description.

Sample messages should identify who is sending the message (brand name). Ensure that at least one sample message includes your business name.

Include opt-out language to at least 1 sample message.

Successful Example

Failed Example

“ACME 2FA Notice: Here is your one-time password: 1234

Call [phone-number] to report if this request was not made by you.”

“You have an upcoming appointment”

Why is this rejected? Opt-out is not provided, campaign will be rejected.

Opt-in Keywords
Please provide all keywords that allow users to opt-in to receive campaign messages.

Successful Example

Failed Example

“START, OPTIN, UNSTOP, IN”

"“Blank”

Why is this rejected? Message flow indicates customers can opt-in through text but no opt-in keywords are provided, campaign will be rejected.

Opt-in Confirmation Message
Campaign must provide customers with an opt-in confirmation message. This is required for all recurring campaigns, regardless of opt-in method. CTIA Messaging Principles and Best Practices.

Opt-in confirmation message should include:

• Program (brand) name or product description

• Customer care contact information (HELP command instructions)

• Opt-out instructions

• Disclosure that the messages are recurring and the frequency of the messaging

• A “Message and data rates may apply” disclosure

Successful Example

Failed Example

"You have successfully opted in for messages from ACME for account notifications. Message and data rates may apply. Reply Help for additional support. Reply STOP to unsubscribe.”

“You opted in for messages”

Why is this rejected? Opt-in message does not contain any information on brand and no information on opt-out process, campaign will be rejected.

Opt-out Keywords
Please provide all keywords that allow end users to stop receiving messaging from this campaign.

Successful Example

Failed Example

“STOP, UNSUBSCRIBE, END, QUIT, HALT”

“Blank”

Why is this rejected? default Opt-out handling is disabled. As such, opt-outs must be handled via Advanced Opt-Out or by your application. Specify the keywords you have configured for Opt-out handling.

Opt-out Confirmation Message
When end users send opt-out keywords, the response messages need to include acknowledgement of opt-out request, brand name, and confirmation that no further messages will be sent.

Successful Example

Failed Example

"You have successfully been unsubscribed from Acme Corporation. You will not receive any more messages from this number."

“Opt-out successful. You will not receive any more messages from us.”

Why is this rejected? Opt-out message does not include brand, campaign will be rejected.

Help Keywords
Please provide all keywords that allow end users to receive more information about this campaign.

Successful Example

Failed Example

“HELP, ISSUE, FIX, RESOLVE, INQUIRY”

“Blank”

Why is this rejected? Default HELP keyword handling is disabled on the associated account. Customer must provide the keywords they have configured in Advanced Opt-out or their own application.

Help Message
When end users send help, the response message needs to include brand name, phone number, or email address.

Successful Example

Failed Example

"Acme Corporation: Please visit www.acmecorporation.com to get support. To opt-out, reply STOP."

“Blank”

Why is this rejected? Default HELP keyword handling is disabled on the associated account. Customer must provide the HELP messages that are sent in response to HELP keywords they have configured in Advanced Opt-out or their own application.

Frequently Asked Questions
How to check the reasons why my campaigns are rejected?

We've introduced some new updates from our developers. Now, you can also view rejection reasons directly in the UI. Once you are in the Trust center tab, click on "Failed" to review the Campaign Failure Reason. All failed/rejected campaigns will now display their specific failure reasons.

Campaign Failure Reasons
NOTE: TCR (The Campaign Registry) often rejects a campaign based on the first issue they encounter, potentially overlooking other issues. Do not focus solely on the rejection reason and instruct the client on how to resolve it, as they might correct that issue, resubmit, and face rejection again for a different reason. Instead, review the entire campaign submission and the client’s website to ensure everything is correct and compliant.

MESSAGE_FLOW: The campaign submission has been reviewed and it was rejected because of provided Opt-in information.

Approved example:

End users opt-in by visiting - https://brandname.com/contact_us and filling in their details on the survey Users check a box to receive messages from us to provide their consent at the end of the survey: 

^ You can upload the screenshot of the opt-in to the Media file inside your account, Make sure the link goes straight to the form with an optional consent checkbox. If the checkbox is showing at the end of the survey, or behind an appointment form. Please supply a hosted link to an image of the opt-in.

Possible Causes

1. Opt-in message workflow does not meet the requirements for the specific campaign type.

2. Consent is required but not adequately provided or maintained.

3. Opt-in information is shared with third-party entities.

Possible Solutions

1. Ensure compliance with Messaging Policy relating to opt-in.

2. Detail All Opt-in Methods: Include all methods of opt-in, whether electronic, paper form, in-person verbal opt-in, or other means.

3. Provide Necessary Links and Documentation: If opt-in is collected through a paper form or behind a login, supply a hosted link to an image of the opt-in. If the opt-in occurs on a website, provide the relevant link.

4. Include Privacy Policy and Terms of Service: The website where opt-in occurs must contain a privacy policy and terms of service.

5. Avoid Third-Party Sharing: Make sure that opt-in information is not shared with unauthorized third parties.

6. Ensure Opt-in is Verifiable: Each campaign is manually reviewed and needs to be verifiable by a human.

Please resubmit the campaign with the following guides in mind.

USE_CASE_DESCRIPTION: The campaign submission has been reviewed and it was rejected because of an unknown reason.

Possible Causes

The campaign cannot be approved because of an unknown error and may stem from an issue raised by other vetting parties in the ecosystem.

Possible Solutions

Our Support team has the means to obtain more detailed information about this specific error. Please contact Customer Support for assistance in understanding the underlying problem and finding a resolution.

USE_CASE_DESCRIPTION: The campaign submission has been reviewed and rejected due to inconsistencies between the sample message and the intended use-case of the campaign.
Possible Causes

Sample messages are missing, unclear, or their content does not match the campaign's use-case.
Invalid content within the sample messages.
Possible Solutions

Verify that the sample messages are accurate, detailed, and reflective of the actual messages to be sent under the campaign.
Indicate templated fields within sample messages using brackets.
At least one of the sample messages should include your business name and opt-out message.
Ensure at least two sample messages are provided.
Ensure that the use-case and campaign description align with each other.
Once you have made a change to address the issue, please resubmit the campaign for review.

What do you need to know?

To send messages in the US, you must register all 10DLC phone numbers. As a result, AT&T and T-Mobile are increasing the per-message rate on unregistered traffic to motivate unregistered senders to register. If these numbers remain unregistered, they may be subject to additional filtering or blocking.

Some carrier fees will be increased on June 1, 2023, and others will be increased on August 1, 2023.

Most customers are observing significant savings and better deliverability by registering their 10DLC numbers.

Upcoming carrier fee changes summary
Effective Date for Increase
Carrier
Outbound Message Type
Unregistered per-message fee

June 1, 2023
AT&T
SMS
$0.01

June 1, 2023
AT&T
MMS
$0.015

June 1, 2023
T-Mobile
SMS
$0.005

June 1, 2023
T-Mobile
MMS
$0.014

August 1, 2023
T-Mobile
SMS
$0.006

August 1, 2023
T-Mobile
MMS
$0.015

Please refer to this article to see a list of all fees as applicable today.

Why is this happening?

These changes align with the broader industry goals to create a fully registered and verified business messaging ecosystem in the U.S. to protect consumers from SPAM, bad actors, and unwanted messaging.

What do you need to do?

If you have unregistered traffic, register for A2P 10DLC via your account Trust Center before June 1, 2023, to avoid the higher fees and service disruptions. If you’re unsure if you have unregistered traffic, review our help article, how do I check that I have completed U.S. A2P 10DLC registration?

For more guidance on the various A2P 10DLC registration steps and requirements, review our documentation on the A2P 10DLC Campaign Approval Best Practices.

As an alternative to A2P 10DLC, you may also consider using Toll-Free phone numbers and complete Toll-Free Number Registration for your account - Phone (US/Canada) for your use cases; some customers have found Toll-Free number verifications to be simpler and more cost-effective.

What if you don’t take action?

Messages from unregistered numbers will be subject to the increased per-message carrier fees on AT&T and T-Mobile and are also subject to additional filtering.

Introduction: We want to ensure you're aware of an important update regarding your existing Sole Proprietor Brands. If you have one or more Sole Proprietor Brands created before October 4, 2022, and have not completed One Time Password (OTP) verification, please read on for the necessary steps to avoid any disruptions.

What You Need to Know: To maintain your registered legacy Sole Proprietor Brands, you must confirm your identity by updating them with a mobile phone number of the business location that is being registered and a Brand name before July 5, 2023.

Verification Process: Once you've added a mobile phone number to your Brand, you'll receive a One Time Password (OTP) verification code via SMS. Within 24 hours, reply back with 'YES' to confirm registration and convert your Brand to Verified status. It's crucial to complete this process before July 5, 2023, to prevent additional filtering. After August 31, 2023, any unverified Sole Proprietor Brands and their associated Campaigns will be removed, and messaging services tied to those brands will be blocked.

Extended Deadline: Previously, the June 1, 2023 deadline was communicated for Brand OTP verification. However, we're extending the deadline to July 5, 2023, providing you with more time to complete OTP verification for your Sole Proprietor Brands created before October 4, 2022.

Reason for Verification: The U.S. telecommunications industry requires mobile number verification for Sole Proprietors to combat brand registration abuse.

What You Need to Do: By July 5, 2023, complete the OTP verification process for your existing Sole Proprietor Brands.

Consequences of Inaction: Failure to complete the OTP verification by July 5, 2023, will result in increased filtering of message traffic sent under unverified brands. After August 31, 2023, unverified existing Sole Proprietor Brands, along with their associated Campaigns, will be unregistered and removed.

In such cases, you'll need to restart the registration process for these Brands and Campaigns, incurring associated costs. The following fees apply for Sole Proprietor brands:

• One-time Sole Proprietor Brand registration fee: $4 (exempt for previously converted Starter Brands)

• One-time Campaign vetting fee: $15 (existing Campaigns exempt for now)

• Monthly Sole Proprietor Campaign fees: $2 (applicable to existing and new Campaigns)

Conclusion: We urge you to take prompt action and complete the OTP verification process for your Sole Proprietor Brands to avoid any disruptions or additional costs. If you have any questions or need assistance, please don't hesitate to reach out to us.

Important Updates for A2P 10DLC Messaging

Notice 1: Shutdown of Unregistered 10DLC Messaging
Starting July 5, 2023, all 10DLC phone numbers used to send SMS and MMS messages to U.S. numbers must be registered to an approved campaign under your brand.

Messages sent from unregistered numbers will face increasing message blocking, leading to a complete block of unregistered U.S.-bound messages after August 31, 2023.

Notice 2: Unregistered 10DLC Message Fee Increases
AT&T, T-Mobile, and Verizon are raising per-message rates for unregistered traffic.

Unregistered messages may be subject to additional filtering or blocking.

Specific fee increases and timing can be found in the carrier fee section.

To avoid higher fees and service disruptions, register your unregistered traffic for A2P 10DLC via the platform's Phone System Trust Center.

Notice 3: Sole Proprietor A2P 10DLC Registration Now Available
Sole Proprietor Brand registration has been reintroduced for sending low-volume messages.

Individuals or small businesses without a Tax ID (EIN) can refer to the FAQ for details on how to register.

Depending on traffic requirements, choose between Low Volume Standard Brands (less than 6,000 messages per day) or Standard Brands (more than 6,000 messages per day) for mixed messaging campaigns.

Notice 4: New Requirements for A2P 10DLC Registrations
Effective January 26, 2023, new A2P Campaign registrations undergo a vetting process with a one-time campaign vetting fee. A2P 10DLC Campaign Vetting Changes - January 2023

A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via standard 10-digit long code (10DLC) phone numbers. This system is specific to long code messaging toward the United States, and does not affect shortcodes or Toll-Free numbers sending to the US.

For an overview of A2P 10DLC and answers to many common questions, see What is A2P 10DLC?

A2P 10DLC Pricing Overview
There are two categories of fees associated with A2P 10DLC: registration fees and per-message carrier fees. Both types of fees are charged by carriers as part of the A2P 10DLC system and are passed through to customers with no added cost.

Registration fees are applied when registering your US A2P Brand and your A2P Use Case at the moment they are registered with TCR.

Carrier fees are also charged by carriers for A2P 10DLC messages sent to users on their networks. These fees are applied in addition to standard US Messaging pricing. In general, the fees are applied for each outbound SMS segment or MMS message. T-Mobile (including Sprint) also applies fees to inbound SMS and MMS.

Please see below for a full breakdown of the fees associated with A2P 10DLC.

Registration Fees
When considering your options, Standard Brand registration enables up to 60,000 segments per day, while the Low Volume Standard Brand registration is limited to 6,000 segments.

It's worth noting that each segment corresponds to 160 characters for SMS.

• US A2P Sole Proprietor Brand registration fee: $4.41 one-time registration fee at the time of vetting (no Secondary Vetting for A2P 10DLC)

• US A2P Low Volume Standard Brand registration fee: $4.41 one-time registration fee at the time of vetting (no Secondary Vetting for A2P 10DLC)

• US A2P Standard Brand registration fee: $48.51 one-time registration fee at the time of vetting (includes Secondary Vetting for A2P 10DLC)

• US A2P Campaign use case registration fees: $16.54 one-time registration fee at the time of vetting.

US A2P Reoccurring Monthly Campaign registration fees:

• Low Volume Mixed use cases support up to 2,000 SMS segments and MMS per day toward T-Mobile (see T-Mobile daily limits) and are given a lower message throughput (MPS) than other use cases, regardless of Trust Score.

** The Campaign use case registration fee is billed at the time of vetting, then as a renewal fee for the same amount each month, unless the Campaign is deactivated/deleted.

Carrier Fees
AT&T Carrier Fees
Fees effective for all long code messages to AT&T as of March 1st, 2022:

• $0.002 per registered outbound SMS message segment

• $0.0035 per registered outbound MMS message

• $0.004 per unregistered outbound SMS message segment

• $0.005 per unregistered outbound MMS message

Effective June 1, 2023, fees will increase for unregistered messages:

• $0.002 per registered outbound SMS message segment

• $0.0035 per registered outbound MMS message

• $0.01 per unregistered outbound SMS message segment

• $0.015 per unregistered outbound MMS message

T-Mobile Carrier Fees (including Sprint)
Fees effective for all long code messages to T-Mobile as of March 1, 2022:

• $0.003 per registered outbound/inbound SMS message segment

• $0.01 per registered outbound/inbound MMS message

• $0.004 per unregistered outbound/inbound SMS message segment

• $0.013 per unregistered outbound/inbound MMS message

Effective June 1, 2023, fees will increase for unregistered messages:

• $0.003 per registered outbound/inbound SMS message segment

• $0.01 per registered outbound/inbound MMS message

• $0.005 per unregistered outbound/inbound SMS message segment

• $0.014 per unregistered outbound/inbound MMS message

Effective August 1, 2023, fees will increase for unregistered messages:

• $0.003 per registered outbound/inbound SMS message segment

• $0.01 per registered outbound/inbound MMS message

• $0.006 per unregistered outbound/inbound SMS message segment

• $0.015 per unregistered outbound/inbound MMS message

T-Mobile acquired the Sprint network in 2020. Some devices still appear as "Sprint" in a Lookup. Messages sent to these users will have the same fees as other messages to T-Mobile.

Verizon Wireless Carrier Fees
Verizon introduced A2P 10DLC fees in January 2019 (for details, see here). In September 2022, Verizon increased these fees. Following other U.S. carriers raising fees for unregistered messages to encourage 10DLC registration, Verizon will increase its per-message rate on unregistered traffic, effective July 1, 2023.

Fees effective for all long code messages to Verizon as of September 2022:

• $0.003 per registered outbound/inbound SMS message segment

• $0.005 per registered outbound/inbound MMS message

• $0.003 per unregistered outbound/inbound SMS message segment

• $0.005 per unregistered outbound/inbound MMS message

Effective July 1, 2023, fees will increase for unregistered messages:

• $0.003 per registered outbound/inbound SMS message segment

• $0.005 per registered outbound/inbound MMS message

• $0.01 per unregistered outbound/inbound SMS message segment

• $0.005 per unregistered outbound/inbound MMS message

The tables below show campaign use case types that will be available for registration under United States A2P 10DLC. Please note, the current maximum Campaigns per Use Case limits are as follows:

100 for NonProfit and Government Brands

200 for Private and Public Profit Brands

For extensive details about A2P 10DLC, deadlines, registration requirements, and more, see What is A2P 10DLC?

For fee details, see What pricing and fees are associated with the A2P 10DLC service?

Standard Campaign Use Cases

The following table contains the list of standard campaign use cases that will be available within US A2P when registration launches. For details see What is A2P 10DLC?

Table 1: List of standard campaign use cases

Special Campaign Use Cases

There are some use cases that carriers consider "Special," with additional requirements and (in some cases) different fees. These include Charity / 501(c)(3) Nonprofit, Emergency Services, and Political use cases, among others.

Low-Volume Use Cases

In addition to the standard "Mixed/Marketing" use case, there is a separate Campaign use case designated as "Low Volume Mixed"– this option supports the same multiple use cases but has a lower monthly fee than a standard Campaign and is fixed at the lowest throughput tier below, regardless of your Trust Score.

Effective August 31, 2023, all 10DLC phone numbers used to send SMS and MMS messages to U.S. phone numbers must be fully registered to an approved campaign under a brand.

Sole Proprietor registration is perfect for customers in the United States and Canada who are individuals or small businesses and do not have a business Tax ID (such as an EIN) and only have one employee per company.

Follow the instructions below to choose the right path for your A2P brand registration: If the business has a Tax Number (EIN for the US, CCN for Canada, etc.), please select "Yes, the business I’m registering has a US EIN." Check out LC Phone System Trust Center. If the business does not have a Tax Number, only has one employee per company but operates from a valid Business Address in the US/Canada, please select "No, the business I’m registering does not have a US EIN" (Sole Prop Brand Registration). If the business does not have a Tax ID and the business address is not in the US/Canada, unfortunately, they cannot proceed with A2P Brand Registration. In this case, the best alternative would be to use Toll-Free numbers after completing the registration process. Check out Toll-Free Number Registration for LC - Phone (US/Canada). What are the requirements for Sole Proprietor registration? Sole Proprietor brands are available to individuals or small businesses who meet the following requirements:

No Tax ID: Customers with a tax ID are not eligible for Sole Proprietor Brands; they should use a Low Volume Standard Brand instead. OTP Verification: Confirm your identity using a One-Time Password (OTP) verification step. Valid Details: Starter Brands must include a valid and accurate business name, first name, last name, email address, phone number, and physical address. US Addresses: Only valid U.S. addresses (including P.O. boxes) are allowed. Addresses in other countries are no longer permitted. ✅

What are the fees for Sole Proprietor registration?

• The following fees apply for Sole Proprietor brands:

One-time Sole Proprietor Brand registration fee: $4.41 (previous Starter Brands that were converted will be exempt from this fee). One-time Campaign vetting fee: $16.54 (existing Campaigns will be exempt from this fee at this time). Monthly Sole Proprietor Campaign fees: $2.21 (applicable to existing and new Campaigns).

What are the limitations of Sole Proprietor registration?

• Sole Proprietor brands have the following limits: 1 Sole Proprietor Campaign per Brand 1 Phone Number per Campaign 1 Message Per Second (1 MPS) throughput limit One employee per company/business

Consider registering your business so you could apply for standard registration and multiple numbers can be A2P verified.

How do I register? Step 1 - Enter business details. Follow the screenshots below:

1. Click on Settings > Phone numbers > Trust Center

2. Click on Start Registering Now

3. Click on No, the business I'm registering does not have a tax ID. The client must answer the following two questions accurately to ensure they are directed to the appropriate brand option.

4. Business details

Enter either the business name or the individual's name. Ensure that the business name does not include LLC or any other terms implying it is more than a sole proprietorship.

Rejected examples: ABC Company LLC

You can check the brand name at OpenCorporates to make sure the business name does not have an EIN.
 

5. Address Enter the valid address linked to the business.

6. Contact info

Step 2 - Brand details

1. Business Use case

Notice how brand type only shows “sole prop” as a selection option. This is because of how we answered the questions under profile needs. The brand type and campaign type have been selected for us. We only need to check the box below and click “continue.”

Please provide your business name or full name as the brand name. Enter either the business name or the individual's name. Ensure that the business name does not include LLC or any other terms implying it is more than a sole proprietorship. Rejected examples: ABC Company LLC You can check the brand name at OpenCorporates to make sure the business name does not have an EIN. Choose an industry from the dropdown list for "business industry." If you can't find an exact match, select the industry type that best describes your business. Ensure your phone number is a US or Canadian mobile number capable of receiving SMS. Note: Each phone number can be used for a maximum of three A2P Brand registrations with TCR. DO NOT use the number you bought for your account.

Keep an eye out for an SMS from TCR requesting your approval. Simply reply "Yes" to give the green light for your brand to start messaging. 

That completes the steps to submitting a sole prop brand. The next step is the campaign submission. Instructions provided under A2P 10DLC Campaign Approval Best Practices.

Once the Brand is approved, the campaign will be automatically submitted for review.

Important Note: The mobile number is critical in the registration process and is used for sending a One-Time Password (OTP) verification request, which you must respond to with "Yes." This must be a valid US or Canadian mobile number where you can be reached. It cannot be a number that you've acquired from a CPaaS provider. The mobile number can only be used a maximum of three times across all A2P Brand registrations with TCR. If you are registered for A2P 10DLC with another vendor using this mobile number, that counts towards this limit. ⚠️

FAQs:

On the OTP mobile number, can I use my cell for all my clients as the administrator? Or would it be my contact at the client's needs to get the code?

Please provide a mobile number that you have access to confirm OTP verification.

Only US/Canadian numbers will be accepted.

You may not use a CPaaS phone number.

You cannot use the same mobile number to register more than 3 Sole Proprietor brands.

This limit is managed at the TCR level.

Why did my sole prop registration fail? Here are the most common reasons:

1. Using custom variables (fields/values) instead of actual names & company name.

2. Not including opt-out language in message templates.

3. Using the same email in more than 10 A2P sole prop registrations.

4. Using the same phone in more than 10 A2P sole prop registrations.

5. Using the same address in more than 10 A2P sole prop registrations.

6. Using the same phone number for OTP (code verification) A2P verification in more than 3 cases.

7. Invalid email - Please note that private email domains are typically not eligible for Sole Proprietor Brand registration. You have to be sure you are using a public domain for your email (e.g., Gmail (NOT Gsuite), Hotmail, Yahoo, etc.).

The Third-Party Service TCR uses to validate email addresses sometimes marks valid email addresses as undeliverable. Unfortunately, this is beyond our control.

While it's possible to open a ticket with the TCR to address the error, their response time might be too slow, so

Our recommendation is to create a new email address with a reliable provider like Gmail and use this new address for your registration. Please note that the email address is a required field but is not used for communication purposes; it's mainly for registration.

8. Using a phone number that is a Google Voice or other VOIP number as the top line - Please use a Direct line (Hard number).

Please note: your submission will continue to fail if your Brand does not qualify for Sole Proprietor (e.g., you have a registered Tax ID or are not located in the U.S. / Canada). If your Brand does not qualify please register as a Standard Brand instead.

How Brand Approval Works
The approval process starts with a primary vetting of your brand completed by The Campaign Registry. As part of the approval process, LC Phone will automatically submit your brand for Secondary Vetting, an additional review process that can lead to increased throughput and messaging limits. Once that vetting is completed, you will receive a Trust Score that determines your long code messaging throughput to US networks and daily message limits to T-Mobile as described in Message throughput MPS and Trust Scores for A2P 10DLC in the US. For a full walkthrough of the Brand registration process, please see our A2P 10DLC Onboarding Guide.

How To Maximize Your Trust Score
To ensure your brand is approved and you receive the most accurate Trust Score, you want to submit your business data properly. Below are some best practices to follow along with some frequently asked questions regarding Brand registration.

• Use a valid EIN for US-based companies – not a DUNS number
  The provided EIN and Legal Company Name must match business registration sources for private and public for-profit companies. Please ensure:

  • For Standard A2P 10DLC brand registration, customers with a US presence must use an EIN.

  • A DUNS number is unacceptable for US companies creating Standard A2P Brand registrations. A DUNS number should only be used in Business Profile creation if you do not want to use US A2P messaging and only want to use Stir/Shaken for Voice.

  • For Non-Profit and Political Organizations, the EIN has to match the Legal Company Name available in the Tax-Exempt Organizations or Registered Political Organizations list. Learn more in Nonprofit and Government Guide to A2P 10DLC Text Messaging.

• Enter your Legal Company Name exactly as registered with the IRS
  If you’re registering a US entity, please enter the exact Legal Company Name as registered with the IRS, which can be found on the CP 575 EIN Confirmation Letter. An exact match between the Legal Company Name and the EIN as displayed on CP 575 is required for the brand to be successfully registered. Please do not use the Legal Company Name found on the W2 or W9 forms as they may be different from what you have on the CP 575 notice.

If you do not have access to your company's CP 575 notice then contact your company's accountant or financing office and ask for it. If the CP 575 notice has been misplaced, you may request a 147c letter from the IRS and use the information there for registration.

• How to find your EIN (for US companies)

  • Review your CP 575 / 147c forms for your EIN.

  • Contact your company's accountant or financing office and ask for the EIN.

• Use a Valid Tax ID for companies based outside of the U.S.
  The provided EIN and Legal Company Name has to match registration sources for private and public profit companies. Please ensure:

  • ALL customers creating a Business Profile must provide a valid Tax ID.

  • A Tax ID from their country is required for Standard A2P 10DLC brand registration or customers with an International presence.

  • For Businesses outside US/Canada, there may be a requirement for additional vetting to verify their brand successfully.

  • In such cases, they will no longer be able to register as Low volume standards.

Guidance for companies in Canada
On July 27th, for companies in Canada, we switched to ONLY accepting the Business Number (BN) rather than the Corporation/Incorporation/Registry ID numbers for Canadian Brand Registration.

We will only accept the first 9 numeric digits of the BN (BN-9). Here is an example of the format of a BN where the bolded part is the part we will collect in the Canadian Brand.

Tax/Corporation ID field: 123456789RT0001

As always, please ensure that your legal company name and address is consistent with your business registration and is properly spelled.

Guidance for companies in the rest of the world
European companies should use the VIES VAT number validation lookup to look up their brand information before submission. Companies in Australia should use their Australian Business Number (ABN) and use the official ABN Lookup tool to look up the information. Companies in New Zealand should use New Zealand Business Number (NZBN) and use the official NZBN lookup tool to look up the information. Companies in Hong Kong should use your Companies Registry (CN) number. You can use the official CN lookup tool to find it. For other countries, please enter the numeric portion of your VAT ID number. If you don't have a VAT ID, please provide your country's primary corporation registration number or tax ID number.

Common customer errors for EIN/Tax ID

• It is using an incorrect business name, such as the name of the messaging provider, DBA, or the trade name of the company instead of the official legally registered name. The Legal Name must not be abbreviated and must appear exactly as it is filed with the IRS (US) or the equivalent tax authority in other countries.

• It is entering a number in the EIN or Tax ID field that is invalid for the EIN or home country company ID number.

• We provide a DUNS number instead of an EIN for a US-based company.

• You are using SSN to register your brand. If you used your SSN to file your taxes, you are a sole proprietor and should await further guidance from LC Phone on registering your brand.

Further recommendations:

• For US businesses, to ensure you’re providing accurate information, enter your business's EIN into the HIPAA Space lookup website. If your business appears in the results, please fill in your name according to the business listing information.

• If you are an ISV-type customer and need to validate and enter information for multiple brands in the US, you could use the subscription-based EIN verification service provided by TINCheck.

• For validating a brand’s status as a nonprofit, you can use Results for Tax Exempt Organization Search from the US IRS.

• Newly issued EINs or equivalent tax IDs won’t propagate across the relevant databases validation systems for a few weeks. So, if your brand registration failed due to tax ID mismatch and you recently registered your business for a tax ID, please share documentation with support to help your brand get verified manually by the third-party vendors. Any such documentation must be from the federal level, not the state level.

Check Your Business Address
For all entity types, a mismatch in one of the following might produce a lower Trust Score:

• Address/Street line

• City

• State

• Postal Code/Zip Code

• Country

Please note
Submitting the address of a local branch or any address different from the official registered company address might produce a mismatch with a negative impact on the Trust Score.

Supported Stock Exchanges
For Public Profit companies, the stock ticker symbol and the designated stock exchange must match available sources. Available Stock Ticker values are as follows:

• NONE

• NASDAQ

• NYSE

• AMEX

• AMX

• ASX

• B3

• BME

• BSE

• FRA

• ICEX

• JPX

• JSE

• KRX

• LON

• NSE

• OMX

• SEHK

• SGX

• SSE

• STO

• SWX

• SZSE

• TSX

• TWSE

• VSE

• OTHER

Other Factors
The following factors will impact the Trust Score but cannot be influenced by data submitted:

• Company size: For all companies, points are earned for the detected size of the company based on independent sources of employee count and revenue.

• Years in operation: All companies earn points for their years in operation and domain age.

Frequently Asked Questions

If you are getting this error "Maximum 3 tries exhausted, please reach out to support team for next steps," please provide the location ID:

Please send us the CP 575 form for your account. Once that's done, we will send that form along with the Account SID / Brand SID for Brand approval; they would be able to take care of it.

NOTE: If you're registering a US entity, please enter the exact legal business name as registered with the EIN, which can be found on the CP 575 EIN Confirmation Letter. An exact match between the legal business name and the EIN as displayed on CP 575 is required for the brand to be successfully registered. Please do not use the legal business name found on the W2 or W9 forms as they may be different from what you have on the CP 575 notice. If you've misplaced your CP 575 notice, you may request a 147c letter from the IRS and use the information there for registration.

Please note that your full legal business name may span multiple lines on your CP 575 / 147c letter. If that is the case, you must input all the lines above the address line (which constitutes your full legal business name) instead of just using the first line.

E.g. Enter COMINSPECT INC COMINSPECT % MARK COHEN as the business legal name

**Is an EIN mandatory and what do businesses outside the US use for Standard

Enclosed is a copy of the boilerplate terms of service covering minimum requirements from the carriers: {Program Name} {Insert program description here; a brief description of the types of messages users can expect upon opting in.} You can cancel the SMS service at any time. Simply text "STOP" to the shortcode. Upon sending "STOP," we will confirm your unsubscribe status via SMS. Following this confirmation, you will no longer receive SMS messages from us. To rejoin, sign up as you did initially, and we will resume sending SMS messages to you. If you experience issues with the messaging program, reply with the keyword HELP for more assistance, or reach out directly to {support email address or toll-free number}. Carriers are not liable for delayed or undelivered messages. As always, message and data rates may apply for messages sent to you from us and to us from you. Message frequency varies. For questions about your text plan or data plan, contact your wireless provider. For privacy-related inquiries, please refer to our privacy policy: {link to privacy policy}. In both the privacy policy and terms and conditions pages, remove all keywords such as 'share,' 'sell,' 'affiliate,' or 'third-party' that mention selling or sharing leads' information with a third party.

A compliant Privacy Policy must state that no mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Information sharing to subcontractors in support services, such as customer service is permitted. All other use case categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.

Industry Standards for US Short Code Terms of Service

To ensure your short code campaign aligns with LC Phone's requirements, your company must adhere to carrier compliance requirements, industry standards, and applicable law.

As per industry standards, it is necessary to have a publicly accessible mobile terms of service page for each US short code program. This mobile terms of service should include specific provisions such as customer support contact information, complete opt-out instructions (displayed in bold), a recurring message disclosure (if applicable), a product description, and a program (brand) name. Additional requirements may exist for certain programs like sweepstakes or contests. For more information on industry standards, please refer to the CTIA’s Short Code Monitoring Handbook.

Beyond these standards, there may be additional compliance requirements under applicable law based on the nature of your text messaging campaign. It is advisable to consult with your legal counsel to ensure that your terms of service and privacy policy are compliant with applicable law and consistent with standards for your specific campaign and industry.

New Sev-0 Fines on Prohibited A2P Traffic, Effective February 15, 2024
What do you need to know?

T-Mobile has introduced A2P 10DLC non-compliance fines for messages including prohibited content. If T-Mobile detects any messages that violate the tiers listed below, they will issue a Sev-0 violation (the most severe consumer violation), a non-compliance fine, and carriers will immediately block the offending messages. This applies to all commercial messaging non-consumer A2P products (SMS or MMS short code, toll-free, and 10DLC) that traverse the T-Mobile network. Because Sev-0 violations also infringe on the platform's acceptable use and messaging policies, the platform will pass on these fines to you for every Sev-0 violation, starting February 15, 2024. These fines include, but are not limited to, the following:

Tier 1: $2,000: phishing (including simulated phishing sent for security testing or similar purposes), smishing, and social engineering. Social Engineering is a technique used to manipulate someone into sharing private information, like passwords or credit card numbers.
Tier 2: $1,000: illegal content (content must be legal federally and in all 50 states)
Tier 3: $500: all other violations in commercial messaging including but not limited to, SHAFT (sex, hate, alcohol, firearms, and tobacco) that do not follow federal and state law and regulations (e.g. age-gate).

These non-compliance fines apply to violations across any A2P messaging product (SMS/MMS short code, toll-free, and 10DLC). T-Mobile reserves the right to permanently suspend any brands, campaigns, and your company’s access to the T-Mobile Network in the event violations are deemed to be excessive. If you are subject to these fines, the platform will send you a Sev-0 violation notice and will subsequently charge the respective fine amount.

US Number Registration is a Federal Requirement
When sending SMS/MMS messages to US recipients, there are specific phone registrations and approvals that must take place. All businesses are required to partake in these registrations. Submissions are required, reviewed, and processed through the federal government. The platform has no part in the vetting or approval process after submission. It might feel like a lot but it is required and part of doing business - so let's make the best of it, together! Let's jump in and learn how to get our numbers registered.

What is A2P 10DLC and the TCR?
A2P10 DLC is a phone number registration process mandated by the United States government, specifically through The Campaign Registry (TCR). It is a required registration process for any business or individual engaging with a U.S. audience via outbound SMS. The purpose is to ensure legitimacy and adherence to guidelines when sending marketing and promotional text messages.

“A2P” is short for Application to Person. In this case, the software is the application, and the recipient you wish to send SMS or MMS to is the person.

“10 DLC” is short for 10 Digit Long Code. This is both the number of digits US phone numbers contain as well as the name of the new standard.

"The Campaign Registry (TCR)" works with North American mobile operators and companies that are in the messaging business to register Application-to-Person (A2P) text messaging Campaigns. The registry supports a sanctioned A2P 10 Digit Long Code (10DLC) text messaging Campaign ecosystem and provides visibility into the messaging source and content, allowing mobile carriers to provide a more reliable and simple messaging service for Campaign Service Providers (CSPs) and Brands.

Who Needs to Complete a Phone Registration?
Anyone sending an SMS or MMS to a U.S. audience.

How Long Does it Take to Get Approved?
Regardless of the registration type, it can take 4 to 6 weeks to receive the results. Many submission results do return much sooner than 4 to 6 weeks - but we cannot guarantee any time frame for submission results. Many factors impact the vetting process and the platform has no control over the speed of submission review. After submission, it is up to The Campaign Registry (TCR) to determine approval status based on your submission information. It's important to be detailed before submitting to save time and avoid a failed submission.

Avoid Failures and Get the Fastest Approval Time Possible
The platform has no part in the vetting or approval process after submission. However, we do try our best to help you provide a detailed and accurate submission to ensure a review can take place.

PRO TIP: Reviewing common reasons for failure BEFORE submitting your Brand or Campaign will help avoid common failure reasons and ensure the fastest approval time possible. Submitting accurate information during your first submission will assist in a faster review.

Types of Registration
There are four main types of Phone Registration and each has a specific use-case and pros and cons. We will learn more about each in the "Registration Comparison Table" below.

Toll-Free Number
Many users find the Toll-Free (TF) Registration process simpler. In addition, TF has no Tax ID requirement, has no registration fees, and no daily sending limit. However, Toll-Free numbers may have lower open/pick-up rates compared to local ones.

Sole Prop
Sole Props allow businesses without a Tax ID and with only one employee to get a local number. Customers with EIN number and/or with two or more employees are NOT ELIGIBLE for Sole Prop. Requires a US or Canada business address. Daily sending limit is 3,000 segments. Only allowed one phone number.

Low Volume Standard
Best for businesses with a Tax ID and who are sending less than 6,000 segments a day. Daily sending limit is 6,000.

Standard
For businesses with a Tax ID who are sending more than 6,000 segments per day. No daily sending limit though some restrictions may apply for sending above 200,000 daily segments.

We will learn more about each in the "Registration Comparison Table" section below.

The Registration Process
There is a three-step process to having your numbers vetted and approved before you can send SMS. Let's get a quick rundown of the process.

Brand Registration - The client will submit business information to be reviewed. Failed or rejected Brand submissions will need to be updated and resubmitted. Your Brand Submission must be approved before your Campaign submission is vetted.
Campaign Registration - After your Brand is approved, your Campaign Submission is reviewed. A campaign submission provides the TCR with the specifics of your messaging and business usage of SMS/MMS. Failed submissions will need to be updated and resubmitted.
Carrier Propagation - After Brand and Campaign approval, it can take up to 3 business days or longer for all carriers to receive this new information. While you can get sending immediately following approval, you may find some messages will fail - appearing with an error code saying no A2P approval is found. Rest assured! This is normal and common as it can take several business days for all carriers to receive your registered information. If the issue persists for more than 4 business days, contact the software Support.

*Please note: Toll-Free Number registration is a simpler process requiring only one submission, unlike the other types which require Brand and Campaign submissions.

Pro Tip: Submit both a Toll-Free then a Non Toll-Free Number registration to try to get sending faster!

Number Registration can take up to 4 to 6 weeks to complete --> However, we have seen Toll-Free Number approval in as little as two days (though we cannot guarantee any timeline for approval). Start by submitting a Toll-Free Number Registration first, then submit your Sole Prop, Low Volume Standard, or Standard Campaign as well. This approach often results in allowing you to get sending as soon as possible. After your Sole Prop, Low Volume Standard, or Standard Campaign is approved, you can switch to sending from your new local number.

Registration Comparison Table
Below we will compare and contrast the types of registrations to help you choose the best one for your business needs. Let's jump in!

Note: A Tax ID is a US EIN or a valid International business registration number.

Help Docs

• Toll-Free Number Registration

• (1) Brand Registration

• (2) Sole Prop Campaign Registration

• (1) Brand Registration

• (2) Standard Campaign Registration

• Help Docs are the same as Low Volume to the left.

*Additional Pricing Information
Prices are subject to change from time to time based on industry and provider changes.
Brand, Registration & Campaign Fees are applied at the time of submission and vetting.
Learn more about registration pricing and fees here: Pricing and Fees for the A2P 10DLC Service.
Registration fees do not include Phone Number, Voice, SMS, and MMS charges, which are charged separately and can be found here: the software Pricing Guide > LC Phone System Pricing.

LC Messaging Policy, Segments & Sending Limits
Sending limits shown are still subject to LC Messaging and Ramp Up Policy.
Sending limits are based on daily sending to US numbers and are subject to other sending limits as imposed by carriers, such as T-Mobile hard limits.
Avoid suspensions: When sending SMS, you must maintain an Opt-Out rate of less than 3%. If you surpass this amount, messaging will be temporarily suspended for 24 hours. Learn more: Avoiding SMS Suspension
What is a Segment? Limits reflected are based on Segments. Segments are how text messages are processed and sent. A text message can have 2 or more segments per text. Learn more: What the Heck is a Segment by Twilio
Learn how to Calculate the Cost of an SMS/MMS
Find the number of segments in a message with this Segment Calculator. Use the image below to see where segments are notated in the Segment Calculator. You can click the image to enlarge it.

Is Cold Texting Allowed? No, learn more in the FAQ below.

Forbidden Messaging and Use-Case Categories
Some business use cases and messaging content is prohibited.
Businesses submitting a registration for prohibited categories will not be approved.
Businesses sending SMS/MMS messages with prohibited content within it, regardless of approved campaign or not, may result in the revoking of approved campaigns, carrier fines, and more. Learn more: Forbidden message categories for SMS and MMS