Plivo requires customers to register long codes for 10DLC for messaging in the US. Messages sent from numbers that are not associated with registered campaigns will not be delivered.
Benefits
10DLC provides several benefits over alternatives such as unregistered long codes, toll-free numbers, and short codes:- Improved deliverability - Because use cases are preapproved by mobile network operators, messages are more likely to reach their intended recipients.
- Cost savings - Short codes have higher monthly rates than 10DLC numbers. Businesses can use their existing long codes for 10DLC campaigns without purchasing new numbers.
- High messaging throughput - 10DLC numbers can deliver up to 4,500 transactions per minute per operator, depending on brand and campaign characteristics.
- Transparent ecosystem - The registration process detects bad actors, resulting in higher response rates and reduced spam.
- Lower surcharges, less filtering - Registered traffic pays lower surcharges and experiences less content filtering since messages are pre-approved.
Who Should Use 10DLC
10DLC is the best choice for most standard use cases, such as delivery notifications and two-factor authentication. It’s ideal for businesses that want messages to come from familiar local numbers.| Channel | Best For | Throughput | Approval Time | Cost |
|---|---|---|---|---|
| 10DLC | Standard use cases, local presence | Up to 4,500 TPM | Days | Low |
| Toll-free | National presence, simpler registration | Lower than 10DLC | Days to weeks | Low |
| Short codes | High-volume campaigns, brand recognition | Higher than 10DLC | Several weeks | High |
You must register your long codes if you use them for A2P messaging. Carriers can impose fines for unregistered traffic, and unregistered messages are subject to high filtering rates.
Registration Process
The 10DLC registration process has four steps:1. Create a Profile
Create a profile with your business information including legal name, authorized contact, and registration details. A profile contains information about your business that Plivo uses for 10DLC and other compliance services.2. Register a Brand
Register a brand using the profile. A brand represents the business entity sending messages. Standard brands have a limit of 3 campaigns and 49 long code numbers per campaign. For optimal throughput, opt in to vetting.3. Register Campaigns
Create campaigns for your messaging use cases. A campaign represents the type of messages the brand intends to send. Brands may run campaigns of several types (2FA, marketing, notifications, etc.).4. Link Numbers
Link your Plivo long code phone numbers to registered campaigns. Once linked, messages sent from those numbers receive all 10DLC benefits. Each number can only be linked to one campaign.You can complete registration on the Plivo Console or programmatically using Plivo’s 10DLC APIs.
Pricing
| Fee | Frequency | Price (from Aug 1, 2025) |
|---|---|---|
| Brand registration | One-time | $4.50 |
| Brand vetting (optional) | One-time | $41.50 |
| Brand appeal | One-time | $11 |
| Campaign vetting | One-time | $15 |
| Campaign recurring | Monthly | 1.50 for low-volume, billed quarterly) |
| Authentication Plus Verification | One-time | $12.50 |
Campaign Types
| Type | Description |
|---|---|
| 2FA | Two-factor authentication with passcodes for account access |
| Account Notifications | Notifications about changes in accounts |
| Customer Care | Customer support interactions |
| Delivery Notifications | Updates about product and service delivery |
| Fraud Alert Messaging | Notifications of suspicious behavior |
| Higher Education | Messages from colleges, universities, and educational institutions |
| Marketing | Communications for time-bound events and sales |
| Polling and Voting | Surveys and voting campaigns for non-political purposes |
| Public Service Announcement | Awareness messages about important topics |
| Security Alert | Notifications about potential system breaches |
Special use cases such as 501(c)(3) charity, emergency services, K-12 education, political campaigns, and sweepstakes may require additional approval and fees. Contact Plivo support for these use cases.