The US messaging landscape has seen constant change as the use cases for business text messaging and SMS and MMS marketing have grown. 10-digit long code (10DLC) text messaging is the most recent addition, explicitly allowing application-to-peer (A2P) SMS traffic over long code phone numbers for things like alerts, appointment reminders, notifications, and marketing messages.
Verizon adopted 10DLC in 2020, and now AT&T and the other carriers are following suit.
The latest on 10DLC
AT&T plans to start its 10DLC migration on March 1, 2021. We expect the other carriers (US Cellular, T-Mobile, and Sprint) to follow suit eventually.
To comply with this change, all SMS providers, including Plivo, are required to register customers’ businesses and use cases as individual campaigns with the carriers. Registration is required for both transactional and promotional use cases, irrespective of volume, for businesses that plan to continue sending SMS via long codes through the US carrier networks.
While we don’t expect AT&T to block messages from non-registered senders starting on March 1, we strongly recommend that all of our customers register their brands and use cases by then. We do expect carriers to start blocking non-registered use cases and messaging traffic by June or July 2021, so the sooner your registration is complete, the better. We’ll keep you updated as we learn more.
What you need to know about A2P 10DLC
Plivo manages all business registrations end to end
Starting January 1, 2021, Plivo began managing brand registrations on behalf of our customers. Customers can submit their details through our 10DLC Brand Registration Form and pay a one-time $50 10DLC registration fee. As part of the registration process, companies must indicate use cases, as these determine campaign approval and throughput. Details needed at the time of registration include:
- Your company’s legal name
- Your company’s country of registration
- The type of your organization (private, publicly traded, nonprofit)
- Your company’s tax number/ID/EIN
- Your business’s website
- Campaign name
- Campaign description
- Campaign use case
- Campaign sample messages
Brand and campaign approvals typically take three business days. Once your brand has been approved by the carriers (AT&T for the time being) you’ll receive an email confirmation from Plivo that details your allocated throughput.
Throughput and rate limits will vary, and will be determined following the registration process
Once a business is registered, its carriers allocate throughput instantly with campaign ID and brand ID. Throughput is not fixed for every campaign. Carriers determine throughput for a campaign by doing a thorough assessment of your business and use case.
Every business registered through Plivo is vetted by default with the carriers at no additional cost after the one-time fee referenced above.
SMS providers pay a one-time setup fee and ongoing monthly recurring fees for every campaign registered in addition to standard messaging costs and carrier surcharge fees:
- One-time brand registration fee — $50
- Recurring campaign charge — $30 per quarter
- Standard cost per message as reflected on the Plivo pricing page
- Carrier surcharge fee: (as of February 10, 2021, and subject to change)
- SMS: $0.0030 per message unit
- MMS: $0.0035 per message unit
- SMS: $0.0025 per message unit
- MMS: $0.0052 per message unit
- SMS: $0.005 per message unit
- MMS: $0.010 per message unit
T-Mobile and Sprint:
- SMS: TBD
- MMS: TBD
Plivo passes these underlying fees to you without any additional charges.
There are no restrictions on the number of phone numbers that can be registered against a single campaign
Businesses can map as many phone numbers as they want for a campaign. This is especially useful for resellers who have dozens of customers in their portfolios and need to assign different phone numbers to each to avoid overlap.
We’re working to allow you to map phone numbers to their corresponding campaigns in the Plivo Console. We expect to release this capability in the second quarter of 2021.
The upside of 10DLC
All of the changes required to implement 10DLC pave the way for businesses to leverage personalized and conversational ways to engage with their customers. As 10DLC continues to roll out in 2021 and beyond, A2P text messaging will make the exchange of high-volume marketing messages, appointment reminders, notifications, and one-time passwords (OTP) or PIN codes feel just as human as person-to-person (P2P) messaging.
The Plivo team will continue to keep you updated on the latest news and things you need to know. Not using Plivo yet? Getting started takes just five minutes. Sign up today!
If you’re a current customer and have questions regarding these changes, reach out to our team at firstname.lastname@example.org.