10/24/2024 | News release | Distributed by Public on 10/24/2024 01:10
10DLC regulations went into effect in March 2022. However, confusion still exists about what 10DLC is and how to navigate the campaign registration process. This can partially be traced to changes in key terminology (more on that later). This post attempts to summarize the campaign registration process (as it is today) so you can confidently register your campaigns.
What is 10DLC?
The 10DLC system is one of three ways businesses can send texts. The other two, short code (5-digit numbers) and Toll-Free numbers, can only send mass texts. The benefit of 10DLC is that it supports two-way text conversations while offering higher deliverability, increased message volume, and a more trusted presence in your customers' inboxes.
As I mentioned, two key terms used in 10DLC recently changed. Here's a quick terminology update:
Other terms you need to know are:
The Campaign Registry (TCR): Your Messaging Hub
The Campaign Registry (TCR) is your gateway to 10DLC compliance. By registering your brand and campaigns, you give mobile carriers visibility into the purpose of your messages, helping to prevent your texts from being flagged as spam.
Benefits of registering with TCR:
How to Register for 10DLC
Step 1: Your Business
Step 2: Campaign Service Provider (CSP) - Fusion Connect
Step 3: The Campaign Registry (TCR)
Step 4: Mobile Network Operators (MNOs)
Step 5: Message Delivery to Customers
10DLC Registration Process with Fusion Connect
The registration process has 5 steps.
10DLC Compliance Checklist
Here is a helpful guide to the information you will need when registering for 10DLC compliance for your business texting campaigns:
Privacy Policy
Create a privacy policy with clear opt-in/opt-out details
Post it on your website and include a link in the initial messages
Website Preparation
Ensure your website is secure (HTTPS) and has no broken links
Match your brand name on the website to your registration info
Add opt-in disclosures to forms collecting phone numbers
Opt-in/Opt-out Procedures
Set up a process for obtaining and documenting consent
Create compliant opt-in, opt-out, and help messages, including:
Prepare sample messages for each use case
Business & Use Case Information
Gather business details (legal name, EIN/Tax ID, etc.)
Document all messaging use cases and create descriptions for each campaign
Consent & Monitoring
Implement a system to maintain proof of opt-in records
Develop a plan to review campaign performance and compliance regularly
Partner with a CSP
Choose a reputable Campaign Service Provider (CSP) like Fusion Connect
Work with your CSP to register your brand and campaigns with The Campaign Registry (TCR)
Examples from the Campaign Registration Form
Register Your Campaigns with Specific Descriptions
When registering your campaigns, aim for specific descriptions to explain the nature of your texts but flexible enough to avoid needing to re-register frequently.
Example Campaign Description
"Job alerts sent to opted-in candidates, including job openings, company news, and updates about hiring processes. Opt-in and opt-out will be offered at every touchpoint."
Secure Proper Opt-Ins
Before you send any messages, ensure you have explicit consent from your recipients to receive your texts. This could be through an online form, a text keyword response, or even a verbal agreement during a phone call.
Make Opting Out Easy
Give your customers a simple way to unsubscribe from your messages, such as replying with "STOP" or "UNSUBSCRIBE."
Monitoring Your Campaigns and Message Volume
Ongoing monitoring is key to staying compliant and avoiding disruptions. Here's what to keep in mind:
Examples of Blocked Messages
Here are a few examples of how businesses have had their messages blocked due to non-compliance. If they had registered, these would not have been blocked:
The Cost of Non-Compliance with 10DLC
T-Mobile has taken the lead in implementing a tiered system of fines for non-compliant messaging as of January 1, 2024. Each violation represents a single message sent to a single recipient. This means that sending a non-compliant message to multiple recipients can quickly result in a substantial accumulation of fines. 6
Here's a breakdown of the fine tiers as they are today:
These fines apply to businesses using SMS or MMS short codes, toll-free numbers, and 10DLC to send messages on the T-Mobile network. T-Mobile reserves the right to permanently suspend brands, campaigns, and a company's access to their network if violations are deemed excessive. These penalties can significantly impact your business's finances, reputation, and ability to reach customers.
Important Note: While T-Mobile has implemented specific fines, right now other carriers (like AT&T and Verizon) are primarily focusing on throttling, blocking, and increasing fees for unregistered messages rather than imposing direct fines. However, the landscape is evolving, and carriers may introduce or modify their penalties in the future.
Campaign Expiration and Renewal
Campaigns typically expire after one month, but they are set to auto-renew by default. Keep your payment information and campaign details updated to avoid interruptions in your messaging flow.
Campaigns typically expire after one month, but they are set to auto-renew by default.Best Practices for Managing Multiple 10DLC Campaigns
10DLC Campaign Fees
When registering for 10DLC, keep in mind that there are associated fees. Today, these are:
Fusion Connect: Your 10DLC Partner
10DLC compliance is essential for any business using SMS/MMS. By registering with TCR you can ensure your messages get delivered, build trust with your customers, and avoid costly penalties-so you can keep texting effectively.
Contact Fusion Connect today to learn how we can help you integrate SMS/MMS into your Microsoft Teams or Cisco Webex environment today.
Speak with Our Experts
We can help you get more out of your communications systems. Ask us how!
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