Unregistered users looking to send SMS messages to recipients in the U.S. will be cut off starting January 7th. If you have not already, please begin the registration process ASAP.
ActiveCampaign’s SMS solution makes it easy to send targeted, automated SMS messages based on a customer’s actions and behaviors – all from within the automation builder on the ActiveCampaign platform.
To use SMS in ActiveCampaign, you have to comply with specific regulations that have been imposed by mobile carriers - think carriers like Verizon, AT&T, and T-mobile. One such regulation is what is referred to as “Application-to-person 10-digit long codes,” or A2P 10DLC. (For example, your personal 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 are coming from and will have a more positive experience when interacting with a company via SMS.
All ActiveCampaign Customers who wish to send SMS/Text Messages to recipients with U.S. phone numbers will be required to go through an industry-standard registration process. This process will also have a significant impact on the reduction of SMS/Text Spam and Fraud – a critical challenge in the market today.
This article aims to answer your questions related to A2P 10DLC and the registration process. It will be continuously updated as new information about this compliance registration process becomes available.
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 are sending, (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 you complete your registration as soon as possible as customers need to be registered and approved before January 7th, 2022.
What happens if I don’t register in time?
Starting on January 7th, 2022 any unregistered SMS messages in the United States will no longer be delivered. We strongly recommend you submit your registration to be approved before January 7th, 2022, in case there are any delays during the review process.
What information is required for registration?
To register businesses, brands, and campaign use-cases, you will need up to 3 types of information:
- Information about your company.
The required information includes the business name, physical address, business type (LLC, partnership, etc). Please note that this must be the official name/address as reflected on 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 will need to provide information such as name, role, title, and contact information.
- Example messages.
Customers will be required to 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: email@example.com
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How will ActiveCampaign help guide me through a 10DLC brand and campaign use-case registration process?
We are actively building a registration process within the ActiveCampaign platform that is easy to use and provides helpful tips and guidance. You will be notified when it is time for you to register and ActiveCampaign will provide step-by-step guides instructing you on how to register your brand and campaign use-case. We are also on hand 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?
You will need to register once for each type of campaign use-case that you leverage SMS for, such as marketing messages, delivery notification messages, customer service, or account notifications.
What is the difference between free registration vs high volume registration?
Depending on your business needs, there are two paths for brand registration: a lower-volume free path and a higher volume paid path. The primary difference between these two registration options is sending volume.
- On the free registration path, you can only send up to 3,000 message segments per day.
- On the higher volume registration path, you can send over 3,000 message segments per day. The higher volume option has a one-time fee associated with the process (this fee is a standard practice from all SMS providers for this registration option).
- You can note the other differences in these two registration options by visiting How to register for A2P 10DLC in ActiveCampaign.
If registered through the free registration path, what will happen if I surpass the 3,000 message segments per day limit?
If you happen to surpass the 3,000 message segments/day limit, you will see an error. Similar to when a user tries to send a non-compliant SMS message or there is a deliverability issue, an error message associated with any send attempts past 3,000 message segments will appear and the message will not be delivered.
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 from you.
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 will be 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 that violate required messaging guidelines. As the user, you will be responsible for the payment of 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 which can be utilized for both 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 message...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 are limits that govern the total volume of SMS messages that can be 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.