10DLC Messaging number of consumers receiving text messages from local businesses is rising. It makes sense. If your customer has a local number, why not send them messages? The debate over what companies should and shouldn’t do via text messaging is becoming more attractive. While we want text messaging to remain a preferred channel free from spam and unsolicited messages, businesses know that SMS can be a faster way to reach consumers than by sending them a message right to their phones.
Commercial or business messaging is known as application-to-person messaging, or A2P, and can be done through shortcodes, toll-free numbers, or even local numbers, known as 10DLC Messaging. There has been much discussion about 10DLC in the industry these past months. We are sure you want to find guidance and clarity on what lies ahead. The truth is that we don’t know all the answers. The 10DLC Messaging market constantly changed, and details are still working out.
A little history about 10DLC Messaging
Over the past two years, North American SMS/MMS markets have seen a dramatic shift in pricing and regulatory changes. The FCC made text messaging 10DLC Messaging an information service in December 2018. This allows wireless carriers to create their pricing and policies without complying with all the regulations that apply to commercial mobile services and telecommunications. The CTIA also released updated guidelines in July 2019. These updated guidelines included detailed definitions for A2P and P2P traffic. These definitions indicate that most My Country Mobile (MCM) traffic can be classified as A2P. This is the result:
- These changes have created significant volatility in North America as new A2P programs come online.
- Canadian wireless carriers implemented surcharges for local and toll-free messaging in 2019 (and have since adjusted their rates).
- Verizon Wireless introduced its 10DLC Messaging program in early 2020 (along with the surcharges). We are currently awaiting finalized plans by AT&T or T-Mobile regarding their 10DLC Messaging programs.
- Verizon Wireless also announced in August 2020 that they would implement a surcharge for SMS traffic toll-free.
Carriers have been working hard to launch their 10DLC routes throughout 2020. We don’t have any concrete dates or steps for you right now. However, we want to give you some insight into what you can expect once the time comes. These new 10DLC Messaging programs will require some new processes. This includes brand registration and campaign provisioning to local numbers. This will enable you to send sanctioned traffic to local numbers at higher volumes than possible in the past. It will also allow you and your customers to use 10-digit numbers to legitimate A2P traffic when it is essential.
I HAVE HEARD MANY DATES, LIKE NOVEMBER 1ST and JANUARY… So WHAT IS THE REAL DATE?
Although we know other providers have published that dates, it is uncertain of a finalized date. Although carriers have provided estimates, they are not always accurate. We are waiting to complete the dates not to take any action. Our best guess is early 2021.
WHAT IS THE THING ABOUT PRICE? I SAW RATES…
We apologize for sounding repetitive. While other providers have published pricing, we know that rates are still in flux. We don’t want any expectations to be wrong if the rates change.
WILL MY PERFORMANCE GO UP THROUGHPUT?
Local SMS can currently only be sent at 1MPS, except for VZW (whose 10DLC route was launched earlier this year). T-Mobile and AT&T will go live when you can send at 1MPS. 10DLC Messaging is based on your campaign’s trust score based on the MPS that you have been assigned.
HOW DO I REGISTER MY CAMPAIGNS?
We are developing a self-service platform for campaign submission and management 10DLC Messaging. This API will allow you to register brands and campaigns and provision local numbers directly from the dashboard.
What is involved in registering a campaign?
10DLC Messaging campaigns can be done quickly and easily. First, register the brand names of the message senders. Then write their campaigns. After filling out the information about the campaign use case, answering a few compliance questions, and submitting a sample message, you will be able to move on. You can also provision your campaign ID to local numbers within your account. Additional vetting may be required for some exceptional cases, such as non-profit. This will take a little longer.
Is there a surcharge?
Additional surcharges will apply to messages sent via these 10DLC Messaging routes. Although carriers have not confirmed exact amounts, they could vary depending on the campaign’s use.
WHAT CAN I DO RIGHT NOW?
It’s not much yet. We are diligently working to create a solution to make this process easier for you and your customers. As new information receive, we adjust the plan accordingly. We will keep you updated and help you navigate any further steps that may come your way. There are still many options for calling toll-free and using dedicated shortcodes. As of right now, no change create to either of these channels. To get an overview of industry changes, please don’t hesitate to reach out to your Account Manager.see also facts download .
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