A 10-digit long code (10DLC) is the new industry-led long code solution for North American application-to-person (A2P) business messaging. 

Your business may already be familiar with using long codes to send text messages to customers and the benefits they provide, such as text-enabling a customer service number. However, “10DLC” is introducing a new component to any business who would like to send a text messages to a customer in North America. Carriers are now stepping in to regulate these messaging programs to better protect their subscribers (your customers) and eliminate the spam going to them. While the experience receiving for mobile users will still feel very much the same, the process for businesses to implement these programs will look quite a bit different and there are several things you should know.

Related: 10DLC Guidelines for Political Campaigns

What are the differences between short codes, 10DLC and toll-free numbers? 

Each use case supports specific business needs and desired outcomes. It’s important to consider the details around your messaging programs to determine which sender ID is best and which one will support your long-term goals and strategy. 

What are the benefits of 10DLC?

• Carrier support and assurance – Like short codes, communications providers will be vetting businesses and their 10DLC messaging programs before allowing them to send A2P messages, which will assess the risk and ensure proper usage to avoid unintentional spam filtering. As with short codes, each mobile operator may have their own rules, processes and fees.  
• Local phone number recognition – 10DLC helps businesses confidently send text messages to their customers individually or at scale with a local phone number, improving customer engagement and experience. Examples of businesses that could benefit include a local restaurant delivery service, neighborhood grocery pick-up, or a nearby hair salon.  
• Text- and voice-enabled phone number – 10DLC numbers are confirmed to support voice, which allows your customers to send and receive text messages on the same number they call you on. This creates a more seamless experience for customers, making it easier and more convenient to engage with your business between calls and text messages.  
• Provides a low-cost option – 10DLCs are expected to be relatively low in cost compared to short codes. It’s important to note that 10DLC numbers should not replace your short code program(s), as there are benefits and capabilities specific to short codes. Instead, 10DLC provides a lower-priced option for additional or more appropriate use cases. 

What are the recommended use cases for 10DLC numbers? 

10DLC allows businesses (e.g., local businesses, individual franchise locations, etc.) to send A2P text messages to their customers either individually or at scale with a local phone number. Ideal use cases for these types of businesses are: 

• Customer care/service 
• Event-based interactions  
• Process and service updates 
• Appointment reminders 
• Customer feedback and surveys

Are there any limitations for 10DLC that I should be aware of? 

While 10DLC will offer a great user experience, there are some limitations: 

• Limited throughput and volume depending on use case 
• No delivery receipts 
• No brand recognition 
• Potential to look like spam (depending on use case) 

When will 10DLC be available and where will it be supported? 

Currently, there are several operators that have already launched 10DLC and are live today, including Verizon and other Tier 2 and Tier 3 operators. The additional Tier 1 Operators, T-Mobile and AT&T, are targeting to launch in March of 2021.

Support for 10-digit long codes is exclusive to the United States and Canada.

Should I be using 10DLC instead of short codes? 

10DLCs are not intended to replace dedicated short codes. Instead, they’re meant to improve your existing long-code messaging programs, expand your customer communications strategy, and provide more opportunities to deliver great mobile experiences. Your existing short codes should remain the same and no action is required.  Dedicated short codes are still best for use cases that require the best deliverability, reliability, and throughput.  Because short codes are priced high and not always an option for every area of your business, 10DLC can be an affordable option for certain use cases. 

What do I need to expect during the vetting process?

Once you decide to move forward with 10DLC, we will help you walk through this process from start to finish to ensure you have everything you need, but as an overview, here are some of the things to expect:

1. Acquiring/ Establishing your 10-digit long code with an existing or new number
2. Registering your brand with The Campaign Registry to start submitting campaigns
3. Registering your campaign with key information around the use case for each campaign
4. Obtaining your trust score to determine any carriers require throughput/ daily limit on messages

How are daily message limits determined by carriers?

One of the primary objectives of the trust score is to determine the risk of the brand and campaign to protect the end users receiving messages. While not all businesses will need it, carriers (T-Mobile/Sprint and AT&T) use these trust scores to define the throughput/daily cap allowed based on the risk associated with it.

[Note: Verizon is not yet using trust scores. If you are a Russell 3000 company, vetting is not needed, and you will get the highest score/message class.]