A Guide to Surviving the Brand and Campaign Application Process

Understanding 10DLC

10-digit Long Code, or 10DLC, refers to standard 10-digit phone numbers sanctioned for Application-to-Person (A2P) messaging, allowing businesses to send messages at higher volumes with improved deliverability compared to traditional long codes. To utilize 10DLC, businesses must register their brand and associated messaging campaigns with The Campaign Registry (TCR), the authority overseeing this ecosystem.

Steps to Register Your Brand and Campaign

Gather Business Information

Start by collecting essential details about your business:

  • Legal company name​
  • Country of registration
  • Business type (e.g., private, publicly traded, nonprofit)
  • Tax ID or Employer Identification Number (EIN)​
  • Business website URL​
  • Primary contact information

Having accurate and up-to-date information is crucial for a smooth registration process.

Register Your Brand

With your business information in hand, the first step is to register your brand with TCR. This step verifies your business’s legitimacy and is mandatory before any messaging campaigns can be initiated. The Message IQ onboarding team will submit the necessary information on your behalf.

Vetting Your Brand (Optional but Recommended)

To enhance your messaging throughput and credibility, consider undergoing an external vetting process. This involves a third-party verification of your business details, potentially granting higher messaging volumes and improved delivery rates. While optional, it can be beneficial for businesses anticipating substantial messaging needs.

Register Your Campaign

Brand approval is generally provided within two business days. After your brand is approved, the next step is to register your messaging campaign(s). A campaign defines the purpose and nature of the messages you plan to send, such as marketing promotions, transaction alerts, or customer support notifications. For each campaign, you’ll need to provide:

  • Campaign Name: A unique identifier for your campaign
  • Use Case: The primary purpose of your messages (e.g., two-factor authentication, marketing, customer care).
  • Campaign Description: A detailed explanation of your campaign’s intent, including who will send the messages, who will receive them, and the type of content involved.​
  • Opt-In Mechanism: A clear description of how recipients consent to receive your messages. This could be through website forms, verbal agreements, or text-in keywords. The industry is prescriptive regarding what must be included for each of these opt-in methods. The Message IQ team will work with you to understand your related business processes, advise you on what is allowed, and submit an accurate description of your opt-in language, including screenshots of your contact forms. Ensure you maintain records of this consent.​
  • Sample Messages: Examples of the messages you plan to send, reflecting the actual content and structure

Providing comprehensive and accurate information helps prevent delays or rejections during the approval process.

Associate Phone Numbers with Your Campaign

Once your campaign is approved, the Message IQ team will link your Message IQ phone numbers to the registered campaign. Each number can be associated with only one campaign, but a campaign can have multiple numbers. This association ensures that your messages are identified correctly by carriers, maintaining compliance and optimizing delivery.

Best Practices for a Smooth Registration

  • Ensure Transparency: Clearly communicate to SMS recipients what type of messages they’ll receive, how often, and provide easy opt-out options.​
  • Maintain Updated Policies: Keep your privacy policy and terms of service accessible and up-to-date, outlining how you handle user data and message consent.
  • Monitor Compliance: Regularly review your messaging practices to ensure they align with carrier and regulatory guidelines, avoiding prohibited content and adhering to consent requirements.​

Conclusion

Navigating the 10DLC registration process is essential for businesses aiming to leverage SMS for customer engagement in a compliant and effective manner. By following the outlined steps—gathering accurate business information, registering and vetting your brand, detailing your campaigns, and associating your phone numbers—you can ensure a seamless experience. Adhering to best practices further solidifies your commitment to compliance and enhances the trustworthiness of your communications.​

For a detailed walkthrough of the registration fields and to ensure you don’t miss any steps, you can refer to this 10DLC Vetting Checklist.

Embarking on this process not only aligns your business with industry standards but also enhances your ability to connect with customers effectively and responsibly.

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