ActiveCampaign’s SMS solution makes sending targeted, automated SMS messages easy based on a customer’s actions and behaviors, all from within the automation builder and broadcast sending.
To use SMS in ActiveCampaign, you must comply with specific regulations that mobile carriers like Verizon, AT&T, and T-Mobile impose. One such regulation is what is referred to as “Application-to-person 10-digit long codes,” or A2P 10DLC. (For example, your phone number is called a 10-digit-long code.)
This regulation is a positive change and will help businesses of all sizes connect with their customers more easily, efficiently, and with higher deliverability. Customers will know where messages come from and have a more positive experience interacting with a company via SMS.
All ActiveCampaign customers wishing to send SMS/Text Messages to recipients with U.S. phone numbers must undergo an industry-standard registration process. This process significantly impacts the reduction of SMS/Text Spam and Fraud – a critical challenge in the market today.
This article aims to answer your questions about A2P 10DLC and the registration process. It will be continuously updated as new information about this compliance registration process becomes available.
Take note
A2P 10 DLC registration is required for all customers planning to send SMS messages to U.S. recipients, including Puerto Rico, the Virgin Islands, Guam, and American Samoa. Inaction will increase the likelihood of message filtering.
What is A2P 10DLC registration, and what does it mean for my business?
10 DLC allows businesses to send application-to-person text messages (A2P, as opposed to Person-to-Person) using local long codes. This helps to protect the end consumer from unwanted spam while allowing businesses to better connect with their customers via SMS. This change will also improve deliverability for businesses because 10DLC allows for higher messaging throughput than traditional messaging.
There are two important requirements under the new A2P 10DLC system:
- Businesses must identify who they are to the carrier networks (Verizon, T-Mobile, AT&T, etc.) through a company “brand” registration.
- Businesses must register what type of messages they send (i.e., marketing campaigns, customer service, account updates, etc) via a standardized “campaign use-case” registration.
Common questions and troubleshooting
Here are the answers to some common questions about A2P 10DLC and the registration process.
How do I know if I am affected by 10DLC and need to register?
If you are a business (consisting of 1 person or many) that sends SMS messages to numbers inside the United States, you must register your brand and campaign use-case(s).
When do I need to register by?
We strongly recommend that you complete your registration as soon as possible.
What happens if I don’t register?
If you do not register, your SMS messages will not be sent to recipients in the United States.
What information is required for registration?
To register businesses, brands, and campaign use cases, you will need up to three types of information:
-
Information about your company.
The required information includes the business name, physical address, and business type (LLC, partnership, etc). Please note that this must be the official name/address reflected in your business registration documents. You will be asked to supply this information during the registration process so your brand can be recognized and verified when sending SMS messages. This information will help carriers better understand who is sending the messages and ensure you remain compliant. -
The key point of contact.
You will also need to provide a key point of contact in case any compliance issues come up in the future. You must provide your name, role, title, and contact information. -
Example messages.
Customers must provide a few examples of SMS/Text content to establish their campaign use-cases.
A simplified example of this information would be:
- Company Name: Acme Inc.
- Address: 123 Main Street, Denver, Colorado 80205
- Point of Contact Name: Sally Miller
- Role: CEO
- Phone: 720-555-1212
- Email: sally.miller@example.com
Example Messages:
- Take 10% off your next order with promo code Save10
- Buy 1 get 1 free - this weekend!
How will ActiveCampaign help guide me through a 10DLC brand and campaign use-case registration process?
We offer a registration process within the ActiveCampaign platform that is easy to use and provides helpful tips and guidance. We are also available to answer any questions, resolve issues you may come across, and ensure you are set up for success.
How often do I need to register?
Customers should only have to register once. However, those who previously registered for the “express” low-volume option before October 2, 2022, must re-register due to the newly required fields from the Campaign Registry.
Do I receive a dedicated phone number after registering?
Yes. When you register for A2P 10DLC, you receive a dedicated phone number that your customers will see each time they get an SMS message.
I use SMS via a third-party integration. Do I need to register through ActiveCampaign?
No - this process is only for our native SMS users. If you connect to a third-party SMS provider via ActiveCampaign, you should inquire with the provider directly about whether they have a 10DLC registration process.
Does this affect users outside the United States?
All ActiveCampaign customers who wish to send messages to phone numbers within the United States are required to complete this registration, regardless of where you are sending from.
We will provide guidance at a later point regarding any additional registration requirements when sending messages to recipients in countries located outside of the United States.
What are the penalties for violating SMS messaging guidelines under the A2P 10DLC regulations?
As of March 1, 2022, fines will be issued by the US telecom carriers to users who violate required messaging guidelines. As the user, you will be responsible for paying these fines, some of which could reach $10,000 USD per occurrence. For more information on these fines, please visit A2P 10DLC Fines and Penalties for Non-Compliant Messaging with U.S. Telecom Carriers.
A2P 10DLC Glossary
10 Digit Long Code (10DLC): The traditional long code phone number that can be used for voice and messaging. Historically, it’s been used for person-to-person (P2P) communication, but in the past few years, more businesses have begun to utilize these numbers to send messages over the shortcodes normally used by businesses. An example of a 10-digit long code number is 312-555-1478.
Application-to-person (A2P): As defined by the CTIA, all commercial or business messaging is now considered A2P traffic.
Brand: The company or entity sending messages to the end customer.
Campaign Use-case: A collection of information used to identify the type of messages a brand is sending. Registering a campaign use case requires details such as a description of your use case and message examples.
The Campaign Registry (TCR): The Campaign Registry was designated by the US wireless telecom carriers, such as AT&T and T-Mobile, to register application-to-person (A2P) text messaging campaigns.
CTIA: Cellular Telecommunications Industry Association (CTIA) is a trade association representing the wireless communications industry in the United States. The CTIA is important because they established & maintain many of the standards we use for SMS & mobile messages, which global wireless carriers and the TCR in the United States enforce.
Specifically, The “CTIA Short Code Monitoring Handbook” & the “CTIA Messaging Principles & Best Practices” documents/guidelines.
EIN: Employer Identification Number. An Employer Identification Number (EIN) is also known as a Federal Tax Identification Number and is used to identify a business entity in the United States. For more information, please visit IRS.gov.
Message Rate Limit: These limits govern the total volume of SMS messages sent within a specified timeframe.
Message Throughput: Throughput is all about speed, while Rate Limit is all about volume. A throughput identifies how quickly messages can be sent/delivered to your customers. They typically operate on a per-second/per-minute basis.
TCPA: Telephone Consumer Protection Act (TCPA). The TCPA establishes regulations for unsolicited calls and texts to cell phones, protecting consumers from unregulated use of their personal information.