A2P 10DLC registration, explained for contractors

What A2P 10DLC means

10DLC stands for 10-digit long code: an ordinary local number like the one on your truck. A2P means application to person: texts sent by software rather than typed on your own phone. Missed call text back, appointment reminders and review requests are all A2P texts.

Registration goes through The Campaign Registry, a central database the US carriers use. You don’t deal with it directly: your texting provider, phone system or field service software submits it for you.

Why it matters

Unregistered texts don’t get through. Twilio blocked all texts from unregistered US local numbers sent after August 31, 2023, and kept charging for the blocked messages (Twilio). Other providers follow the same carrier rules.

Two parts: the brand and the campaign

1. 1

   The brand: who you are

   Your legal business name, EIN, address, website and a contact person. The name and EIN have to match the IRS record exactly, including “LLC” or “Inc.”

2. 2

   The campaign: what you’ll send

   Who sends the texts, who gets them and why, how people opt in, how they opt out and get help, and sample messages (Twilio).

What to have ready

• Your IRS EIN letter, so the legal name is copied exactly.
• A live website with your business name on it. Reviewers can’t check a site that is empty, under construction or password protected (Twilio).
• A privacy policy that says you don’t share mobile numbers or opt-in data with third parties for marketing. Missing this line is a common reason for rejection (MessageDesk).
• A plain description of how people opt in. For missed call text back: the customer called your business number and the text answers that call.
• Sample messages that match what you’ll send, with your business name and the opt-out line.

Why registrations get rejected

• The wrong brand type. Sole proprietor is a separate, more limited brand type for people without a registered business. A company with an EIN registers as a standard brand (Twilio).
• A name or EIN that doesn’t match the IRS record.
• A website the reviewer can’t verify, or one whose name doesn’t match the business.
• A vague description. Twilio’s own example of one that fails: “This campaign sends messages to customers” (Twilio).
• Missing opt-in details or a privacy policy without the no-sharing line.

Rejections often come back one issue at a time, so fix everything on this list before the first submission.

How long it takes and what it costs

Plan for one to three weeks. Brand and campaign are reviewed separately, and during the 2023 deadline rush Twilio warned that campaign approvals could take two to three weeks (Twilio). Don’t promise customers texts until the campaign is approved.

Fees depend on your provider. On Twilio, a new brand has a one-time $4.50 registration fee and a standard brand adds a one-time $41.50 vetting fee (Twilio). Campaigns carry their own vetting and monthly fees. Phone systems and field service software often fold these into their price.

What about toll-free numbers?

Toll-free numbers aren’t 10DLC, so this registration doesn’t apply to them (Twilio). They have their own verification. If customers already call a local number, texting from that same number is usually the better choice: it’s the number they saved.

How we handle it

We register every client before any text goes live, and write the campaign description and samples from the messages the owner approved.

How setup works