If you have tried to send appointment reminders or updates from a business number in the last couple of years, you have probably hit the word 10DLC. It sounds technical, but the idea is simple: the mobile carriers want to know who is texting their subscribers, and why.
The short version
10DLC stands for 10-digit long code, which is just a normal local phone number like (949) 555-0142. When a business uses one to text customers, that is called application-to-person (A2P) messaging. AT&T, T-Mobile and Verizon require every business sending A2P texts on a 10-digit number to register first. Texts from unregistered numbers get filtered or blocked before they reach the phone.
In return, registered traffic gets better delivery and higher sending limits than the old “just use a phone number” approach ever had.
What you register
Registration runs through The Campaign Registry, an industry database the carriers share. You register two things:
1. Your brand
This is your business identity: legal name, EIN, business type, address, website and a contact person. The details have to match public records exactly. The legal name and EIN are checked against the IRS, so “Bayside Dental” will fail if the EIN belongs to “Bayside Dental Group, LLC.” Use the name on your IRS letter and list your everyday name as the brand or DBA.
2. Your campaign
This describes what you will send. It includes:
- A use case, such as account notifications, customer care, marketing, or a mix.
- A plain description of the messages and who receives them.
- Two to five sample messages that look like what you will really send, including your business name and opt-out language.
- The opt-in flow: exactly how a person agrees to receive texts, with a link to the page or form where it happens.
- Your privacy policy and terms, which must say you do not share mobile numbers or opt-in data with third parties for marketing.
How long it takes
Brand registration is usually quick. Campaign review is the slow part, because a person at the carrier side checks your website, opt-in and samples. In our experience it runs from a few days to about three weeks. If anything is unclear, the campaign comes back with a rejection reason and you resubmit.
What it costs
The registry and carriers charge a one-time brand fee and campaign vetting fee, then a small monthly campaign fee. Each carrier also adds a fraction of a cent per text. The exact amounts change from time to time, so any provider should quote them before filing. We pass these fees through at cost.
Sole proprietors
If you have no EIN, there is a sole-proprietor path. It is fine for a one-person business, but it is limited to one number and low daily volume. If you plan to grow, register under a business entity with an EIN. A DBA on top of an existing LLC works well.
Is 10DLC the right number for you?
For most local businesses and nonprofits, yes. It is a familiar local number, it supports two-way conversation, and it is the cheapest to run. If you mostly answer support questions at a steady volume, a toll-free number can be simpler. If you send very large promotional blasts, look at a short code.