A2P 10DLC

A2P (application-to-person) messaging is texting sent by a business or its software, as opposed to person-to-person texts between individuals. 10DLC stands for 10-digit long code, an ordinary 10-digit phone number. The Campaign Registry (TCR) describes 10DLC as the sanctioned standard for business text messaging from a traditional 10-digit number.

Who needs it

According to TCR, any business that wants to text its customers or employees from a 10DLC number must register. That includes businesses sending individual, non-marketing messages, not only bulk marketing. TCR lists registration as required by AT&T, T-Mobile and Verizon.

How registration works

Businesses do not register with TCR directly. Your messaging provider, known as a Campaign Service Provider, registers on your behalf:

1. Brand: the company the recipient believes is sending the message.
2. Campaign: each use case, such as marketing or customer care, described clearly enough that carriers know exactly what it will be used for.

TCR does not approve campaigns itself; providers in the sending chain review them. TCR notes that review can take from 1 to 4 weeks, so register well before you need to send.

Consent and opt-outs

Registration is separate from consent. The CTIA Messaging Principles and Best Practices (May 2023), which TCR points businesses to, expect senders to get consent before texting, get express written consent for marketing texts, and honor opt-outs. STOP should be the standard opt-out word, and plain requests such as "unsubscribe" or "cancel" should also be acted on. Service providers may filter or block messages they consider unwanted.

How it relates to Worcia

Registration comes before text features such as missed-call text back in Concierge, Worcia's AI receptionist, and appointment reminders in Cadenza, its lead follow-up system.