What Is 10DLC? Registration, Compliance, and Where Branded Messaging Fits

If your business texts customers from a regular 10-digit phone number, 10DLC registration isn’t optional. Unregistered business texts in the US no longer just get filtered. They get blocked.

This guide covers what 10DLC is, why carriers require it, how registration works, what you need before you apply, and how 10DLC fits alongside branded RCS messaging.

What is 10DLC?

10DLC stands for 10-digit long code. It’s a standard local phone number used for business texting, also called application-to-person (A2P) messaging.

A2P traffic is any text sent by or on behalf of a business: appointment reminders, order updates, marketing campaigns, and two-way customer service. It’s different from person-to-person (P2P) texting between individuals.

10DLC lets businesses send sanctioned A2P messaging traffic over local phone numbers, as long as the sender is registered with the carriers. bandwidth

Why 10DLC registration exists

Carriers created 10DLC registration to fight spam and scam texts. Registration gives carriers a record of who is sending each message and what it’s for, so legitimate businesses can be told apart from bad actors.

That registration is handled by The Campaign Registry (TCR). The major mobile carriers appointed TCR to manage 10DLC registration, and each organization must register a brand and a campaign with it. helpjuice

Enforcement is strict. As of February 1, 2025, unregistered outbound traffic is being blocked across the industry. Carriers can also pass along non-compliance fees for violations. bandwidth

Do you need 10DLC registration?

You need it if your business sends texts to US mobile numbers from a 10-digit local number. That covers almost every business texting program, including:

• Marketing and promotional messages
• Appointment reminders and confirmations
• Order, shipping, and delivery updates
• Customer service conversations
• Account alerts and one-time passcodes

Short codes and toll-free numbers have their own separate approval processes, so they don’t go through 10DLC registration.

How A2P 10DLC registration works

Registration happens in a set order, usually through your messaging provider:

1. Register your brand. Submit your business information: legal name, tax ID, address, website, and contact details. This tells TCR who you are.
2. Register your campaign. Describe what you’ll send and why: the use case, how customers opt in, sample messages, and how they opt out.
3. Pass vetting. TCR and the carriers review your submission. Brand and campaign information is passed to The Campaign Registry for manual review, which is a mandatory industry-wide step for all A2P 10DLC registrations. telnyx
4. Assign your numbers. Once the campaign is approved, your phone numbers are linked to it and can start sending.

Timing varies. Brand registration typically takes one to three business days, and campaign review can take longer, especially if anything needs to be corrected and resubmitted. justcall

What you need before you register

Most rejections come from missing or inconsistent information. Have these ready before you apply:

• Your exact legal business name and tax ID, matching your official records
• A working website that matches the business you’re registering
• A privacy policy that explains how you handle phone numbers and says you don’t share them with third parties for marketing
• Terms of service for your texting program, including message frequency, “msg and data rates may apply,” and how to opt out
• A clear description of how customers opt in, such as a checkbox on a form, a keyword, or a QR code, with the consent language customers see
• Sample messages that match the use case you’re registering
• Opt-out and help language, such as “Reply STOP to unsubscribe” and “Reply HELP for help”

Be specific. A campaign described as “marketing” with vague samples is more likely to be rejected than one that clearly explains what customers receive and why they signed up.

10DLC vs short code vs toll-free

10DLC

Short code

Toll-free

What it looks like

A regular 10-digit local number

A 5- or 6-digit number

An 800-style number

Approval process

Brand and campaign registration through TCR

Separate carrier approval

Separate toll-free verification

Typical setup time

Days to a few weeks

Weeks to months

Days to a few weeks

Cost

Lowest

Highest

Moderate

Best for

Most business texting

High-volume programs that advertise the number itself

National programs that want a toll-free identity

For most businesses, 10DLC is the right choice. A short code mainly makes sense when the number itself is part of your marketing, like “Text JOIN to 12345” on a billboard or package.

Where branded messaging fits

10DLC registration proves to the carriers who you are. It doesn’t prove it to your customers. A registered 10DLC message still arrives from a 10-digit number the customer probably doesn’t recognize, which looks the same as the scam texts they’ve learned to ignore.

RCS adds the customer-facing layer. A branded RCS agent shows your business name, logo, and a verified checkmark at the top of the conversation, and supports buttons, carousels, and images inside the message.

The two work together. Not every phone can receive RCS, so every RCS agent needs a fallback number. When a customer’s device can’t receive RCS, the message is automatically delivered by SMS or MMS from your registered 10DLC number. RCS covers the customers who can see your brand, and 10DLC makes sure everyone else is still reached.

On nativeMsg’s paid plans, the verified RCS agent, the 10DLC fallback number, and carrier compliance are included. You build the experience, and the registration work is handled as part of launching your channel.

Staying compliant after registration

Registration isn’t a one-time box to check. To keep your campaigns in good standing:

• Send only what you registered. If you registered appointment reminders, don’t start sending promotions from the same campaign. Register a new campaign for new use cases.
• Only text people who opted in, and keep records of when and how they consented.
• Honor opt-outs immediately. STOP should stop all messages from that campaign.
• Identify your business in your messages.
• Avoid restricted content. Carriers restrict or prohibit certain categories, such as cannabis, firearms, and high-risk financial offers. Check your provider’s content policy before you send.
• Keep your information current. If your business name, website, or use case changes, update your registration.

This is general guidance, not legal advice. Consult your compliance team or legal counsel about your specific messaging program.

Frequently asked questions

What does 10DLC stand for?
10-digit long code: a standard 10-digit phone number used for business (A2P) texting in the US.

What is The Campaign Registry?
The Campaign Registry (TCR) is the organization the major US carriers use to register and vet businesses that send A2P texts over 10-digit numbers.

What happens if I don’t register for 10DLC?
Unregistered business texts sent from 10-digit numbers are blocked by US carriers, and senders can face non-compliance fees.

How long does 10DLC registration take?
Brand registration often takes a few business days. Campaign review can take longer, especially if your submission needs corrections.

Do I still need 10DLC if I use RCS?
Yes. Every RCS agent needs a fallback number so messages reach customers whose phones can’t receive RCS. A registered 10DLC number is the most common choice.

Is 10DLC better than a short code?
For most businesses, yes. It’s faster to set up and costs less. A short code makes sense mainly when you advertise the number itself.

See what your customers would see

Build a branded messaging experience, send it to your own phone, and see the difference between a number your customers don’t recognize and your verified business profile, free.

Start building free →

‍