10DLC and The Campaign Registry (“TCR”)

Conversations about 10DLC and The Campaign Registry are riddled in word soup. See below for a list of the most common terms and how they apply. In this blog, we will break down what it all means!

Common Terms in TCR / 10DLC Operations:

• TCR (The Campaign Registry): An entity responsible for registering and vetting SMS messaging campaigns to ensure compliance with carrier and industry standards.
• 10DLC (10-digit Long Code): A type of phone number used for business messaging, offering higher deliverability and compliance compared to traditional long codes.
• A2P (Application-to-Person): Type of messaging where messages are sent from an application to a person, commonly used for business communications.
• Registration: The process of submitting details about your Brand and Campaign to TCR for approval and compliance verification.
• Brand: The entity or organization sending SMS messages, which must be registered with TCR to verify legitimacy and compliance.
• Campaign: Any SMS activity or use case registered with TCR, including notifications, alerts, or marketing messages.
• Use Case: Specific scenarios or purposes for sending SMS messages, such as appointment reminders or marketing promotions, treated as "campaigns" by TCR.
• Vetting Process: TCR's review of submitted campaigns to ensure they meet guidelines and standards for legitimate and compliant messaging.
• Sample Messages: Examples of the content you plan to send in your campaigns, required for TCR registration.
• Deliverability: The success rate of messages being delivered to recipients' phones, improved through the use of 10DLC.
• Spam: Unwanted or unsolicited messages, which TCR aims to reduce through the registration and vetting process.
• Compliance: Adherence to industry regulations and standards for sending SMS messages, enforced by TCR and carriers.
• Target Audience: The group of recipients intended to receive your SMS messages, specified during campaign registration.
• Carrier: A mobile network operator that facilitates the delivery of SMS messages, working with TCR to ensure compliance.
• Fees: Costs associated with registering Brands and Campaigns with TCR, part of the compliance process for 10DLC messaging.
• DCA (Direct Connect Aggregator): A company that connects directly to mobile network operators (MNOs) to facilitate the delivery of A2P SMS messages.
• CSP (Campaign Service Provider): An intermediary that assists businesses in registering their Brands and Campaigns with TCR and managing their compliance with 10DLC requirements.
• MNO (Mobile Network Operator): A telecommunications service provider that offers wireless communication services, such as AT&T or Verizon, responsible for delivering SMS messages to end users.
• Trust Score: A rating assigned to Brands by TCR based on their compliance and messaging behavior, influencing the deliverability and throughput of their messages.

Introduction:

If you've been in the business SMS game anytime in the last few years, you've likely heard of or felt the pinch of these new 10DLC regulations and their enforcer The Campaign Registry (aka the “TCR”). In short, the TCR is the gatekeeper for 10DLC (10-digit long code) messaging, ensuring all business messaging campaigns are registered and compliant. While it intends to offer higher message deliverability and less spam, it also means jumping through more hoops with campaign registrations, vetting timelines and extra fees. It's a bit of a hassle, but staying compliant is crucial to keeping those messages flowing smoothly. So, let's navigate this necessary evil together and keep your SMS and MMS campaigns on track! Btw… More on that term “campaigns” later.

Let’s start with Brands:

In the context of the TCR, a "Brand" refers to the entity or organization sending the messages. Registering a Brand is a crucial step in the 10DLC process, as it verifies the legitimacy of the message sender. This helps carriers and the TCR ensure that the messages being sent are from trusted and accountable sources, with the intent of reducing spam and fraud.

To register your Brand, you'll need to provide specific information about your organization, such as your business name, type, address, and tax ID. This information is used to create a profile for your Brand, which then gets linked to your messaging campaigns. While it might feel like another bureaucratic hoop to jump through, registering your Brand is essential for compliance and maintaining the trust of carriers and recipients.

Breaking down Campaigns:

Now, I know what you're thinking – "I'm not running a marketing campaign!" – and you're probably right. But in the TCR's world, any SMS/MMS activity or use case is dubbed a "campaign." Whether you're sending appointment reminders, account alerts, or confirming you don’t want mustard in your sandwich, the TCR classifies these activities as campaigns. It's a bit of a misnomer, but that's the terminology they've decided to use. So, when we talk about registering your "campaigns," we're really just talking about your various use cases for sending messages. It's all part of playing by TCR's rules to keep your SMS services compliant and efficient.

During the campaign registration process, it's all about detailing your specific use cases for sending messages. You'll need to provide information about the type of messages you'll be sending, the content, and the intended recipients. This includes specifics like the campaign description, sample messages, and your target audience.

There's then a vetting process that involves the TCR reviewing your submission to ensure it complies with their guidelines and industry standards. They check for clarity, compliance with messaging regulations, and the legitimacy of the use case. Once approved, your campaign gets a thumbs-up, allowing you to send messages through 10DLC routes with higher deliverability and reduced spam risk.

So, while it might seem like a hassle, registering your campaigns is essential for keeping your SMS services compliant and efficient in the eyes of the TCR and the carriers.

About the Vetting process:

This process is meticulous and designed to prevent spam and fraudulent messaging, fostering a trustworthy environment for A2P communications. However, the duration of the vetting process can vary and typically ranges from a few days to a few weeks, depending on the complexity of your submission, its accuracy with clear descriptions, and the current volume of registrations the TCR is handling. Because phone numbers cannot be assigned to a campaign until the campaign is vetted and approved, its particularly important to start this process early and accurately during the customers onboarding cycle.

Non-Compliance and Penalties:

Sending unregistered A2P messages can lead to serious consequences, including message blocking, fines, and potential blacklisting by carriers. These penalties not only disrupt your messaging capabilities but can also damage your brand's reputation. Hence, proper registration through The Campaign Registry (TCR) is essential to mitigate these risks.

RingLogix’s Implementation of 10DLC:

We like to call it “10DLCaaS”. Sounds weird, maybe it needs a new name, LOL, but jokes aside it’s the first fully integrated 10DLC solution built directly into a reseller billing portal, treating 10DLC Campaigns as a service where you can fully provision, manage and bill for 10DLC compliance like any other service. RingOS by RingLogix integrates the 10DLC registration process into its platform, simplifying compliance for its resellers. This seamless integration allows resellers to focus on their business operations while ensuring their messaging campaigns are compliant and effective.