What is 10DLC?
10DLC stands for 10-digit long code. It is the system US mobile carriers introduced so that businesses can send application-to-person (A2P) texts from ordinary local phone numbers, with registration that tells the carriers who is sending and why. Before it, businesses used the same kind of number as individuals, and carriers could not easily separate legitimate traffic from spam. Now every brand and every campaign has to be declared, and traffic that is not registered is blocked or throttled.
If you send texts to US numbers, you need to understand three things: what you have to register, what the registration decides about your delivery, and what gets a campaign rejected. This guide covers all three, along with the alternatives, toll-free numbers and short codes. If you also send in other countries, read our overview of sender IDs for the rest of the map.
How 10DLC registration works
The framework has three levels, and each one maps to something you do.
| Level | What it is | What you provide |
|---|---|---|
| Brand | The business that sends the messages | Legal name, tax ID (EIN) or sole-proprietor details, address, website, a contact |
| Campaign | A specific use of messaging by that brand | Use case, description, sample messages, opt-in and opt-out method, and whether links or numbers are included |
| Numbers | The 10-digit numbers that send the campaign | Assigned to the approved campaign by your provider |
Registration is submitted through your messaging provider to The Campaign Registry, which verifies the brand and passes campaigns to the carriers for vetting. The three big carriers each apply their own rules and fees on top.
Choosing a use case
Every campaign has a use case, and it decides price, throughput and how closely it is reviewed. Pick the one that honestly describes what you send, because a mismatch between the use case and the sample messages is the most common cause of rejection.
| Type | Typical messages | Notes |
|---|---|---|
| Two-factor authentication | One-time codes | Must not contain marketing; fast approval |
| Account notifications | Order, shipping and payment updates | Transactional content only |
| Customer care | Support conversations and appointment replies | Two-way expected |
| Marketing | Offers, launches, promotions | Strictest consent proof; highest scrutiny |
| Low-volume mixed | Several uses at small scale | Good for new or small senders |
| Special categories | Charity, political, public service, higher education | Extra documents and different fees |
Keep each campaign to one purpose. Putting OTP and marketing in one campaign puts the OTP at risk when the marketing draws complaints. For the practical side, see our guides to OTP SMS and SMS marketing.
Trust scores, throughput and fees
After vetting, a brand receives a trust score. Carriers use it to set how many messages per second and per day you can send. A higher score means faster delivery and fewer filters; a lower score means slower throughput and more blocking. Standard brands with verified details usually get more than sole proprietors, and brands that add extra vetting can raise their score.
Fees come in layers: a one-off brand registration fee, a one-off campaign vetting fee, a monthly fee for each campaign and the provider's own charges. Carriers also bill per message on top of ordinary SMS rates. Amounts change, so ask your provider for the current list rather than relying on a figure you saw last year. Our pricing page and the cost calculator help estimate the totals.
10DLC vs toll-free vs short code
| 10DLC (local number) | Toll-free | Short code | |
|---|---|---|---|
| Number type | 10-digit local | 800, 833, 844 and similar | 5 or 6 digits |
| Registration | Brand and campaign | Toll-free verification | Application and lease |
| Set-up time | Days to a couple of weeks | Days to weeks | Several weeks or more |
| Throughput | Depends on trust score | Generally mid to high | Highest |
| Cost | Lowest | Moderate | Highest |
| Best for | Most businesses, local feel | Support lines, national brands | Very large volumes |
Many businesses start with 10DLC, add toll-free for support, and move to a short code only if volume demands it.
How to register for 10DLC, step by step
- Prepare your business details. Legal name exactly as on your tax records, tax ID, address, a working website and a contact person. Mismatches here cause delays.
- Make your website ready. Carriers check it. It should show your business name and have a privacy policy and terms that mention text messaging and how to opt out.
- Register the brand. Submit it through your provider. Verification is usually quick when the details match public records.
- Write the campaign. Describe the use case in plain words, add two to five sample messages that match the final text, and describe how people opt in, with a screenshot or URL as proof.
- Wait for vetting. Carriers review the campaign. If it is rejected, read the reason, correct that exact point and resubmit.
- Attach your numbers and send. Link your 10-digit numbers to the approved campaign, then start with a small test.
The opt-in proof is the key document. Carriers want to see where, how and in what words people agreed to receive your messages. A clear checkbox or form with consent language, a link to your terms, and a screenshot of it is far more convincing than a statement that customers opted in.
Sending rules after approval
- Honour STOP immediately and reply to HELP with your business name and contact details.
- Send only what the campaign describes. A new use case needs a new campaign.
- Avoid public URL shorteners and use your own domain for links.
- Include your brand name and an opt-out line in marketing messages.
- Respect quiet hours; do not send marketing at night local time.
- Keep opt-in records. Carriers and regulators may ask for them months later.
Consent for marketing is a legal matter under the Telephone Consumer Protection Act as well as a carrier requirement, so have counsel review your wording.
Why 10DLC messages get blocked
| Cause | What to do |
|---|---|
| Unregistered number or campaign | Register and link the number before sending |
| Sample messages do not match the traffic | Update the campaign to match, or change the messages |
| Prohibited or restricted content | Check carrier content policies; some categories need special approval |
| Public link shorteners | Use your own branded short domain |
| High complaint or opt-out rate | Clean the list, reduce frequency, tighten segments |
| Exceeding throughput | Slow the send or raise the trust score |
When a message fails, read the error code before changing anything. Our error code list and the guide to why messages fail or arrive late help tell a registration problem from a content problem. The segment calculator helps keep messages within one segment.
A send with a registered number
{
"channel": "sms",
"to": "+14155550123",
"sender": "+12025550142",
"campaign": "cmp_acct_notifications",
"text": "Telnxo: Your order 4821 shipped. Track: example.com/t/4821. Reply STOP to opt out."
}The sender is a number linked to an approved campaign. Field names follow our illustrative API reference format.
If you are moving existing US traffic, the guides for Twilio and Plivo explain how campaigns and numbers map across, and Telnxo SMS can register brands and campaigns for you.
10DLC rewards senders who are specific and consistent: one brand, one purpose, proof of consent.
Register your US campaigns with us. We handle brand and campaign registration, then monitor delivery.
Frequently asked questions
What does 10DLC mean?
10DLC stands for 10-digit long code. It refers to standard 10-digit US phone numbers used to send application-to-person text messages, now with mandatory registration with the carriers.
Is 10DLC registration mandatory?
Yes. For business text messages in the United States from local numbers, carriers require brand and campaign registration, and they block or heavily filter unregistered traffic.
What is The Campaign Registry?
The Campaign Registry, or TCR, is the central database where brands and campaigns are registered. Carriers use it to decide which messages to allow and at what speed.
How long does 10DLC approval take?
Brand verification can take from a few minutes to a few days. Campaign vetting commonly takes several days to a couple of weeks, longer if details are missing or need to be corrected.
What is the difference between 10DLC, toll-free and short codes?
10DLC uses local numbers and is the most flexible and cheapest to set up. Toll-free numbers need a separate verification and suit support lines. Short codes are the fastest for large volumes but take the longest to provision and cost the most.
Why was my 10DLC campaign rejected?
Common reasons are a use case that does not match the sample messages, missing opt-in details, no privacy policy or terms on the website, public link shorteners, a brand name that does not match the registered business, or content in a restricted category.
Does 10DLC apply outside the US?
No. 10DLC is a US and Canada-specific framework, though similar registration systems exist elsewhere, such as DLT in India and sender ID registries in the Gulf and Singapore.