A few years ago, many small businesses in the United States texted customers from an ordinary local phone number through a texting app, with no registration at all. That changed with 10DLC. Today, US mobile carriers expect business text messages sent from standard 10-digit long codes to be registered, and unregistered traffic is heavily filtered or blocked.
If your appointment reminders have stopped arriving, your marketing texts show "undelivered", or your provider has asked you to "complete A2P registration", this guide is for you. It explains what 10DLC is, how registration works, what information you need and how to get approved the first time.
What is 10DLC?
10DLC stands for 10-digit long code: a standard US phone number, like (212) 555-0123, used for application-to-person (A2P) messaging. That means texts sent by a business system, whether a CRM, booking tool, marketing platform or custom app, rather than by a person typing on a phone.
The major US carriers created the 10DLC system to make business texting more trustworthy. Registered businesses get better deliverability and clearer throughput limits, while carriers can trace and stop spam more easily.
Other options exist:
- Toll-free numbers (such as 800 or 888 numbers) can be used for texting after toll-free verification.
- Short codes (5–6 digit numbers) are designed for high-volume programs and have their own application process.
For most small and mid-size businesses that want a local number, 10DLC is the default.
Who handles registration?
Registration happens through The Campaign Registry (TCR), a central database used by the carriers. You normally do not register directly with TCR. Instead, your SMS provider, such as your texting platform or messaging API, collects your details and submits them on your behalf. Fees for registration and vetting are set by TCR and the carriers and are usually passed through by your provider.
The two parts of registration
1. Brand registration
The brand is your business. You will need:
- Legal business name exactly as registered with the IRS
- EIN (Employer Identification Number) for US entities, or the equivalent tax ID for some non-US businesses
- Business type (private company, public company, non-profit, government, sole proprietor)
- Business address, matching your official records
- Website that is live, matches your business and has a privacy policy
- Industry vertical
- Contact details for a business representative
Mismatches between your legal name, EIN and address are a leading cause of rejection. Check your IRS documents and use the exact name, punctuation included.
Some providers offer a sole proprietor path for very small businesses without an EIN, with lower throughput and tighter limits.
Brand vetting
After registration, brands can undergo vetting, an additional check that produces a trust score. Higher trust can mean higher throughput (messages per second or per day, depending on carrier). Small businesses with modest volumes may not need extra vetting, but businesses sending large volumes usually benefit.
2. Campaign registration
A campaign describes what you will text and why. You will need:
- Use case: for example, marketing, customer care, account notifications, delivery notifications, two-factor authentication, or a mixed use case
- Campaign description: a clear explanation of who receives messages and why
- Sample messages: realistic examples, including your business name and opt-out language
- Opt-in description: exactly how people consent, such as a web form with an unchecked box, a keyword or a paper form
- Opt-in, opt-out and help messages: the confirmation text after subscribing, the reply to STOP, and the reply to HELP
- Message flags: whether you include links, phone numbers, age-gated content and so on
Carriers review campaigns and may approve, reject or request changes. Approval times vary, from days to a few weeks.
How to get approved the first time
- Use your exact legal name and EIN. No abbreviations or trading names in the legal-name field.
- Make sure your website works and has a privacy policy that says you do not share or sell mobile numbers or opt-in data for marketing purposes to third parties. Many rejections cite missing or vague privacy language.
- Show your opt-in clearly. If consent happens on a web form, the form should be live and include clear SMS consent wording: business name, message types, frequency, "Msg & data rates may apply", and "Reply STOP to opt out, HELP for help". Provide a screenshot or URL.
- Write realistic sample messages that match your use case and include your brand name.
- Choose the right use case. Do not register "account notifications" and then send promotions.
- Avoid restricted content. Some content categories face extra scrutiny or are prohibited on standard 10DLC, such as certain high-risk financial offers, and age-gated products need special handling.
Sample compliant opt-in and responses
Web form opt-in:
By checking this box, I agree to receive appointment reminders and promotional text messages from Sunrise Dental. Message frequency varies. Msg & data rates may apply. Reply STOP to opt out, HELP for help. Consent is not a condition of purchase. Privacy Policy: [link]
Opt-in confirmation:
Sunrise Dental: You're subscribed to texts. Up to 4 msgs/mo. Msg & data rates may apply. Reply HELP for help, STOP to cancel.
HELP reply:
Sunrise Dental: For help call (555) 010-0000 or visit sunrisedental.example/help. Reply STOP to cancel.
STOP reply:
Sunrise Dental: You've been unsubscribed and will receive no more messages.
Why registered texts still get filtered
Registration is necessary, but it does not guarantee delivery. Carriers also filter based on content and behavior:
- Public URL shorteners that hide the destination. Use your own domain or a branded short domain.
- Content that does not match the registered use case.
- Sudden volume spikes on a new number.
- High opt-out or complaint rates.
- Spam-like wording: all caps, excessive punctuation, "FREE!!!", misleading urgency.
- Sending to old lists with many disconnected numbers.
10DLC and the law
10DLC registration is a carrier requirement, not a law. Your program must also comply with the TCPA, federal Do Not Call rules and state laws. That means obtaining proper consent, especially prior express written consent for marketing, honoring opt-outs quickly and sending at reasonable hours. Our TCPA guide for small businesses covers the legal side.
What does 10DLC registration cost?
Carrier and TCR fees are set by them and change from time to time; your provider passes them through. On top of that, you may pay for help preparing a strong application.
| Item | DND Teams (starting from) | Includes |
|---|---|---|
| 10DLC brand and campaign preparation | from US$99 | Reviewing legal details, writing campaign description, samples, opt-in, HELP and STOP flows |
| Opt-in form and privacy policy SMS section | from US$149 | Compliant web form wording and privacy language |
| Resubmission after rejection | from US$79 | Diagnosing the rejection reason and fixing the application |
| Managed texting program | from US$299 per month | Campaigns, deliverability monitoring, reporting |
Carrier and registry fees are billed at cost. Our service fees are positioned below typical US agency rates. Contact us for an exact quote.
How long does it take?
Brand registration can complete quickly if your details match official records. Campaign review typically takes longer and varies by carrier and use case. Plan for at least one to three weeks before you need to send, and longer if rejections require resubmission.
What to do if your campaign is rejected
Rejection notices usually include a reason code or a short explanation, although it can be brief. The most common fixes are:
- Website issues: the site is down, under construction, does not match the brand name, or lacks a privacy policy. Fix the site before resubmitting.
- Opt-in not verifiable: reviewers could not see how consent is collected. Add a live URL or a clear screenshot of the form, including the SMS consent wording.
- Use case mismatch: samples show promotions but the use case is "account notifications". Choose a mixed or marketing use case, or remove promotional content from samples.
- Missing opt-out language in sample messages. Add "Reply STOP to opt out".
- Restricted content: if your business is in a sensitive category, ask your provider about special requirements or whether a toll-free or short code route is more appropriate.
Resubmissions are reviewed again, so take the time to fix every issue at once rather than changing one detail at a time.
How DND Teams helps
We help businesses in New York, Los Angeles, Chicago, Houston and across the US prepare 10DLC applications, fix rejected campaigns and run compliant text programs. See our bulk SMS services and our US SMS compliance guide.
Prices shown are indicative "starting from" figures in local currency and exclude taxes and third-party charges (such as Meta or carrier fees) unless stated. Contact us for an exact quote. This article is general information, not legal advice, and reflects our understanding as of October 2026.