Originators & Campaigns
Mobile network operators in the US now support A2P messaging from approved 10-digit long codes. This pertains to you if you are currently:
- Sharing use of a short code either for multiple, different use cases or with other businesses
- Using a long code (a.k.a. virtual mobile number) to send P2P messages
- Using a short code but not getting the value from it based on cost
The development and roll-out of 10DLC has been lengthy and complicated, and many businesses we talk to are unclear about whether it's a good match for their messaging needs. To help you understand 10DLC, we've compiled a collection of FAQs. These are organized into several groups to make them easier to scan.
In addition to the FAQs, check out our 10DLC Videos.
What is 10DLC and does it affect me?
10DLC literally means 10-digit long code, which is a standard phone number. But now, as a result of ecosystem changes initiated by mobile network operators in the US, 10DLC represents a specific type of long code for messaging. A 10DLC is still a standard phone number, but now operators will allow you to use it for A2P messaging. To use a 10DLC for A2P messaging, you need to go through a process similar to short codes.
10DLC is an originator type that US network operators are approving for A2P messaging. A text-enabled landline (TELL) allows you to use a landline number for texting as well as voice. A text-enabled toll-free number (TETFN) allows you to use your toll-free number for text messaging. All three of these uses of 10-digit numbers have different processes and regulations associated with them.
Yes, because US carriers have indicated that they will no longer support A2P traffic via long codes using the P2P channel. Using the OpenMarket tool you can either purchase and set up a brand new 10DLC, or you can convert a long code you're currently using to 10DLC.
It's important to note that long codes will not automatically switch to become 10DLCs.
We advise staying with your short code if you:
- Require reliable, high throughput
- Need delivery receipts
- Are using a vanity code that’s easy for your end users to remember
A shared short code is one that’s being used by more than one brand to send messages. With a few exceptions, if you are using a shared short code and especially if you’re using one for a marketing use case, you will need to switch to a wholly owned short code or a 10DLC.
Yes a 10DLC number can be voice-enabled. Contact your OpenMarket account manager if you need this capability.
- MMS — Yes with some mobile operators
- Keywords — Yes
- Delivery receipts — No, network operators do not return these for messages sourced from 10DLCs
- Voice — Coming soon
- Concatenated (long) messages — Yes
- Branded Messaging — Yes, enabling this on your account is easy
- Encoding — Yes, both Latin1/GSM-7 and USC2 (double-byte, 70 chars)
- Tiny URL whitelisting — Yes as part of our campaign registration process
What's the process for getting set up with 10DLC?
- The first step is to acquire a 10-digit number. You can either convert one you already own (however, there are limitations) or purchase one or multiple new numbers.
- Register your brand. This means submitting basic information about your business or organization to an agency that performs a spam risk assessment and assigns a score that is then provided to the mobile network operators. This "vetting score" is one means of control operators have on 10DLC messaging traffic.
- Submit a campaign brief. This means submitting information about the messages you intend to send using the 10DLC. It is the same information that AT&T and T-Mobile have required for short codes for many years.
- Associate your 10DLC to your messaging application so that our system can recognize the message requests you send to us.
Our Originators & Campaigns tool lets you do all of the above steps on your own, making the process as quick as it can be. If you're an OpenMarket customer, just log in to Customer Center and select Originators from the Tools menu.
In many cases set-up takes just minutes to buy a number, register your brand and campaign, and configure the number to use your messaging application. It will take longer if you have several numbers you've been using and now want to convert them to 10DLC.
Not if you are using either the v3/v4 HTTP API or v3/v4 SMPP. All of these integration methods support 10DLC messaging.
Yes, you can buy one or multiple numbers directly from our self-service tool.
Yes, our web tool lets you select multiple numbers and assign them to a specific campaign. However, it's difficult to add numbers after a campaign has been reviewed and approved, so you'll want to associate all of the 10DLCs with your campaign prior to submitting the campaign for approval.
Yes, 10DLC will work on all US operators in Puerto Rico, Guam, and other territories. This also extends to US territories when the US carriers have presence such as Guam. Note that Verizon is not in Puerto Rico.
Understanding brand registration and vetting scores
This is a one-time step in which you provide information about your company or organization, such as legal name, size, type (public, private, or nonprofit), website address, and contact information. Once you submit the information through our tool, our vetting partner (Aegis Mobile) evaluates your brand and provides a vetting score (a.k.a. trust score). Some mobile network operators (e.g., AT&T and T-Mobile/Sprint) consider the score when determining the throughput you will receive.
Yes. The standard vetting costs $40 for one year. If you request an additional evaluation you will be charged $95.
We are enhancing our self-service tool to display your vetting score. In the meantime you can contact your OpenMarket account manager for the information.
Your vetting score will be a number between 1-100. There are basically four levels of risk:
- A score below 25 indicates your business and messaging programs are considered the highest risk for spam.
- A score below 49 indicates higher risk.
- A score between 50-74 is considered medium risk.
- A score between 75-100 is considered low risk, so you are in a good position to receive
If you are not satisfied with the score you receive as part of the standard vetting process, you can request an additional evaluation.
The top-tier US operators that take your vetting score into consideration are AT&T and T-Mobile (including Sprint). Verizon Wireless does not. See How throughput is allotted for more information.
US mobile network operators use the term, campaign brief, when referring to a campaign that uses a short code as the originator (source number). A similar term, campaign use case, is being used in the industry for a campaign that uses a 10DLC number as the originator. Here at OpenMarket and especially in our self-service tools, we try to avoid using both terms and prefer to simply say, campaign, meaning a specific mobile conversation between you and your customers.
Generally speaking, 10DLC is a good fit if you do not require high throughput (messages per second) and you do not need delivery receipts. Here are some examples:
- Two-factor authentication
- Appointment reminders
- Airline scheduling updates
- Ride-sharing updates
Fo r a complete understanding of the types of campaigns US operators find unacceptable, we encourage you to look through the AT&T A2P Code of Conduct, the T-Mobile Code of Conduct, and the CTIA Short Code Monitoring Handbook. Here are some of the campaign types that will likely not be approved without considerable scrutiny:
- Credit repair
- Debt relief
- Work-from-home and 'secret shopping'
- Loan advertisements
- Lead-generation campaigns that share information with third parties
Throughput refers to the number of messages processed per second. If your campaign requires sending a high volume of messages at one time, then you need high throughput.
This has been the source of much of the confusion around 10DLC. We will attempt to provide the most significant pieces of information.
- Verizon Wireless is following the same model for 10DLC as they do for short codes, which means you should see no difference between the two types of originators in terms of throughput. They will not review your vetting score or campaign brief.
- AT&T will review your vetting score and campaign brief, and use these as inputs to determining your throughput. AT&T has message classe,and depending on which message class you are in, your throughput can range from 0.5 to 200 messages per second. Classes A and B are low-risk use cases, such as 2FA, authentication, and customer care. Classes C and D are medium risk (e.g., marketing and mixed marketing), and E and F are high risk.
- T-Mobile and Sprint are following the same method. They will review your vetting score to determine how many messages your business can send per day. The range is large, from 2,000 messages a day to 200,000 a day.
If your vetting score is lower than you think it should be, or the throughput allotted to you does not meet your needs, you have a few options:
- You can request enhanced vetting to see if you can improve your score.
- You can modify your campaign to ensure it reflects best practices. Feel free to leverage your account manager for ideas.
- Do not send messages that are out of compliance with network operator policies. Not only can this result in termination of your campaign and noncompliance fees, but it undermines your ability
What is spam filtering and how does it relate to 10DLC?
Spam is generally defined as content the end user has not consented to receive. This includes smishing and spoofing.
In the US, mobile network operators consider the following types of content to be risky:
- Debt reduction programs
- Fast cash promotions
- Work from home offers
- Gift card promotions
- Win free stuff offers
- Adult content
Most likely, yes, and in addition to being filtered by OpenMarket, messages are subject to filters operated by mobile network operators and other mobile service providers.
If you are using our v3 or v4 Global SMS API or SMPP, you will receive a 607 status code in the delivery receipt.
Spam filters monitor for several traits specific to a country. For the US, some common traits are:
- Bad syntax, grammar, spelling in the message content or SenderID/Originator
- Commonly used strings in bad URLs
- Sender IDs prohibited by mobile network operators
- Traffic patterns and volumes
- No actual opt-out mechanism
If you don't believe the messages should have been blocked (i.e., they are false-positive), submit a ticket to OpenMarket Support. They will work with our Spam Operations Team to make a determination. If the messages are judged to be spam, then you need to stop sending them immediately.