If your business sends text messages from software, such as appointment reminders, quotes or follow-ups, US carriers expect you to register. The system is called A2P 10DLC. It sounds technical, but the idea is simple: carriers want to know who is texting their customers and why.
This guide explains the process in plain English. It is general information, not legal advice.
What A2P 10DLC means
- A2P stands for application-to-person. It covers messages sent by a business system rather than by a person typing on a phone.
- 10DLC stands for 10-digit long code. That is a regular local phone number, like the one on your business card.
US mobile carriers created the 10DLC framework so businesses could text from local numbers at scale, as long as they register and follow messaging rules. Registration runs through The Campaign Registry (TCR), usually via your messaging provider, such as Twilio or a similar platform.
Why registration matters
Unregistered A2P traffic on local numbers is heavily filtered or blocked by major US carriers. In practice, that means:
- Messages silently fail to arrive
- Delivery reports show carrier errors
- Your numbers may be flagged, which affects future sending
Registration does not mean every message will get through. It does tell carriers you are an identified business with a declared purpose, which is the starting point for reliable delivery.
The two parts: brand and campaign
Brand registration
Your brand is your business identity. You typically provide:
- Legal business name exactly as registered
- Business type and EIN (US) or equivalent tax ID
- Business address, website and contact details
- Industry or vertical
The details must match official records. Small mismatches, like a different suffix in the legal name or an address that does not match tax records, are a common reason for delays. Very small businesses without an EIN may use a sole proprietor option with lower limits.
Campaign registration
A campaign describes what you will send and how people agreed to receive it. You typically provide:
- The use case, such as customer care, appointment reminders, account notifications or marketing
- A description of the messages
- Two or more sample messages
- How people opt in, in detail
- Your opt-in, opt-out and help message text
Reviewers read this closely. A campaign that says “customer care” but includes promotional sample messages is likely to be rejected.
Consent: the heart of the review
Carriers and reviewers want to see clear, documented consent. Good practice looks like this:
- A clear opt-in point. For a web form, a checkbox or statement near the phone field that explains the person agrees to receive texts from your business.
- Purpose stated. Say what kind of messages they will get, such as appointment updates or replies to their inquiry.
- Frequency and costs. Mention that message frequency varies and that message and data rates may apply.
- Opt-out instructions. Explain that replying STOP ends messages and HELP gets help.
- Links. Link to your privacy policy and terms.
Two details trip up many businesses:
- Consent should not be required to buy. Making texting consent a condition of service is a common rejection reason.
- Your privacy policy should state that mobile numbers and consent are not shared with third parties for marketing. Reviewers look for this.
If you plan to send marketing messages, say so explicitly in the consent language and register a campaign that covers marketing. If you do not plan to, leave marketing out. Mixing purposes is a frequent cause of rejection.
Opt-out and help handling
Your system should:
- Recognize STOP and common variants (such as UNSUBSCRIBE, CANCEL, END, QUIT) and stop messaging that number
- Send a single confirmation that the person has been unsubscribed
- Respond to HELP with your business name and a way to get support
- Keep an opt-out list that every sender in your business respects, including AI agents
Why messages still get filtered
Even registered traffic can be filtered. Common reasons:
| Cause | What to do |
|---|---|
| Link shorteners from public services | Use your own domain for links |
| Content that does not match the registered use case | Keep messages within the declared purpose |
| Messaging people who did not opt in | Text only numbers with recorded consent |
| Sudden spikes in volume from a new number | Ramp up gradually |
| High opt-out or complaint rates | Improve relevance and frequency |
| Missing business name in messages | Identify your business in the first message |
The toll-free alternative
Toll-free numbers (such as 800, 833 or 888) use a separate process called toll-free verification. You submit similar information: business details, use case, sample messages and opt-in flow.
Toll-free can be a good fit when:
- You operate nationally and do not need a local presence
- You want a separate number for notifications
- Your 10DLC registration is delayed and you need a compliant path
Local numbers often feel more familiar to customers in a specific area. Many businesses use both: a local number for conversations and a toll-free number for notifications.
Registration checklist
- Legal name, EIN and address match official records exactly
- Website is live and shows the business name, contact info and services
- Privacy policy covers SMS and says numbers are not shared for marketing
- Terms page includes messaging terms
- Opt-in language is visible at every place you collect phone numbers
- Consent is optional, not a condition of purchase
- Sample messages match the use case and include your business name
- STOP and HELP handling is configured and tested
- Consent records (time, source, wording) are stored in your CRM
Where AI agents fit
AI text agents send A2P messages too, so the same rules apply. An agent should introduce itself as an AI assistant for your business, stay within the registered use case, and stop immediately when someone opts out. Your registration should describe AI-assisted conversations accurately.
FAQ
How long does A2P 10DLC registration take?
Timelines vary by provider and by how complete your submission is. Brand review can be quick, while campaign review may take longer, and a rejection adds another cycle. Submitting accurate, consistent information the first time is the best way to avoid delays.
Do I need to register if I only send a few texts?
If you send messages from software or an online platform using a local number, registration is generally expected regardless of volume. Your messaging provider can confirm the requirements for your account.
What happens if my campaign is rejected?
You receive a reason or error code, fix the issue, and resubmit. Common fixes include clarifying the opt-in flow, aligning sample messages with the use case and updating the privacy policy.
If you want help setting up compliant texting for reminders, follow-ups and AI conversations, see our Speed-to-Lead service, or book a strategy call.