Introduction

A2P stands for Application to Person. All text messages sent from the Lofty CRM are considered A2P. The alternative is P2P, or Person to Person, which are texts messages sent directly from one individual to another.

10DLC stands for 10-Digit Long Code. Phone numbers in the United States are 10DLC numbers.

Why Register?

10DLC numbers were originally designed for person to person (P2P) communication. This communication was unregulated and began seeing abuse from unsolicited messaging. United States telecom carriers put A2P 10DLC in place to ensure that SMS traffic to end-users is verified and consensual. A2P 10DLC allows people to opt in and out of communication and know who is messaging them. It also benefits businesses by offering them higher messaging throughput, brand awareness, and accountability.

Since Lofty is an application, all messages sent from Lofty should be registered. Users who do not register could have their messages blocked. 

Note: 10DLC registration is only required for Lofty users who will be sending text messages to United States phone numbers. If you will never be texting a United States phone number, you do not need to complete 10DLC registration.

If you are not located in the US or Canada, but will be sending text messages to US numbers, you will not be able to register for 10DLC. Please reach out to support@lofty.com for assistance in purchasing a virtual phone number.

Summary

• Who Needs to Register for A2P 10DLC?
• A2P 10DLC Registration
• Brands and Campaigns 
• Brand and Campaign Management
  
• Best Practices
  
• Common Failure Reasons
• FAQs

Who Needs to Register for A2P 10DLC?

Anyone who sends SMS/MMS messages to United States phone numbers must register for A2P 10DLC.

*Note: Toll-Free numbers are not included in the A2P 10DLC system, so please contact Lofty Support for assistance with a toll-free number.

Lofty is considered an Independent Software Vendor (ISV). As such, we help you register A2P 10DLC Brands and Campaigns. 

Note: Lofty only assisting you with registering your virtual phone numbers with The Campaign Registry. All payments are sent directly to and all vetting is done directly by The Campaign Registry. Please see https://www.campaignregistry.com/ for more information.

 

A2P 10DLC Registration

For instructions on completing A2P 10DLC registration, please see our Help Center article: How to Register for A2P 10DLC

 

Brands and Campaigns

The two main components of A2P 10DLC registration are Brands and Campaigns.

• The brand informs the carrier who is sending the message.
  • The Brand is your Company or Brokerage name.
• The campaign is the purpose of the message.
  • The Campaign is not a specific Smart Plan or drip campaign. The Campaign is the general reason you are sending text messages via Lofty.

Together, the Brand and Campaign tell the carrier who is sending the message and why the message is being sent. Your virtual phone numbers will be added to the appropriate campaign. 

 

Brand Registration

The first step of registration is to select if you do or do not have a Tax ID number (EIN/CBN)

The Sole Proprietor Brand is only intended for those who do not have a tax ID, while the Standard Brand is meant for those with a Tax ID. 

 

Sole Proprietor Brand

Note: The Sole Proprietor Brand can only register one (1) Campaign and that Campaign can only contain one (1) phone number. You may need to register multiple Sole Proprietor Brands to accommodate your virtual phone numbers. 

If you register multiple Sole Proprietor Brands, you must use a different personal phone number each time you register. 

Sole Proprietor Brands
Suitable For	Without Tax ID (EIN/CBN)
# of Campaigns permitted	1 Campaign Only
# of Phone numbers permitted	1 Phone Number Only
Outgoing Daily Message Limit	Up to 3,000 to the US, with a hard limit of 1,000 to T-Mobile
Message per Second (MPS) Throughput Toward US	1 Message per Second
Registration One-time Cost	Brand Registration: $4 Campaign Vetting Fee: $15
Monthly Cost	$2/Month

Note: Fees will be billed by Lofty and are a direct pass through to The Campaign Registry, https://www.campaignregistry.com/

 

Standard Brand

Note: Standard Brands can contain multiple Campaigns. You may only need one Brand to accommodate all the virtual phone numbers on your Lofty account.

Standard Brands
	Plan A: Low Volume Campaign	Plan B:  Standard Volume Campaign	Plan C: Special Campaign for Franchises
Suitable For	With Tax ID (EIN/CBN)
# of Campaigns permitted	50 Campaigns of the same use case type
# of Phone numbers permitted	Up to 400 phone numbers per campaign		Up to 5,000 phone numbers per Campaign
Outgoing Daily Message Limit, per Brand	Up to 6,000 to the US, with a hard limit of 2,000 to T-Mobile	Up to 200,000 to T-Mobile, based on the Trust Score
Message per Second (MPS) Throughput Toward US	3.75 Messages per Second toward major US networks	Up to 225 Messages per Second toward major US networks, based on the Trust Score
Registration One-time Cost	Brand Registration: $4/Brand Campaign Vetting Fee: $15/Campaign	Brand Registration: $44/Brand Campaign Vetting Fee: $15/Campaign
Monthly Cost	$1.50/Month	$10/Month	$30/Month

Note: Fees will be billed by Lofty and are a direct pass through to The Campaign Registry, https://www.campaignregistry.com/

If you select I  have a TaxID (EIN/CBN), you be prompted to create the Standard Brand. The first step is to select the Campaign that you are registering. Lofty will suggest one of three plans, based on your account activity, but you can select any of the options:

• Plan A: Low Volume Campaign
  • Suitable for Lofty accounts that send less than 6,000 text messages per day
  • Does not require secondary vetting
• Plan B: Standard Volume Campaign
  • Suitable for Lofty accounts that send more than 6,000 text messages per day
  • Requires secondary vetting
• Plan C: Special Campaign for Franchises
  • Suitable for Lofty accounts that send more than 6,000 text messages per day and have multiple agents, franchises or offices, and require individual phone numbers for each agent/location/office.
  • Requires secondary vetting

Secondary Vetting

Secondary vetting is an additional brand review done by carriers, and results in your Trust Score. The Trust Score may result in higher T-Mobile daily message limits and higher message per second (MPS) throughput. Secondary Vetting is required if you select the Standard Brand Plan B:Standard Volume Campaign or Standard Brand Plan C: Special Campaign for Franchises.

Basic Vetting	Secondary Vetting
Done by The Campaign Registry (TCR)	Done by Carriers
Required	Optional
No additional cost	One time fee of $40/Brand

Note: The Campaign Registry (TCR) is the 3rd party that administers the US wireless carriers' new registration system.

 

Trust Score

A Trust Score is a score assigned when the Brand is submitted for Secondary Vetting. The Standard Brand registration process uses a reputation algorithm to review specific criteria relating to your company and then assigns a “Trust Score” from 0 to 100. The higher your Trust Score, the more text messages you are able to send per day.

Trust Scores are static and do not automatically change over time. If you believe that your Trust Score is too low, you will need to submit another secondary vetting request.

Trust Score	T-Mobile Outbound SMS/MMS Message Limit
75 - 100	200,000/day
50 - 74	40,000/day
25 - 49	10,000/day
1 - 24	2,000/day

 

Trust Score	Total SMS Messages Per Second (MPS)	AT&T SMS MPS	T-Mobile SMS MPS	Verizon SMS MPS
75 - 100	225	75	75	75
50 - 74	120	40	40	40
25 - 49	12	4	4	4
1 - 24	3.75	1.25	1.25	1.25

 

Brand and Campaign Management

Once the Brand and Campaign registration has been submitted, the status will be Pending until The Campaign Registry has determined that the Brand and Campaign are Verified or Unverified. If Unverified, you have the opportunity to edit and resubmit the Brand and Campaign registration. Navigate to Settings -> Call/Text Settings -> 10DLC Compliance to see the Brands, along with their Registration Status, Brand Type, and Created Date.

Click on a Brand Name to see the Brand Details, as well as the Campaign(s) registered to this Brand, the Campaign's Registration Status, Campaign Type, Monthly Fee, Created Date, and Linked Phone Numbers. 

The Campaign Permission settings cog wheel allows you to share a Campaign with others on your Lofty account.

 

Click on the Campaign ID to see the Campaign Details and the virtual phone numbers that are linked to this Campaign. The upper right corner lets you know how many more phone numbers can be added to this campaign.

Phone number can be moved to another available Campaign by checking the box next to the phone number(s) you want to move and selecting the Campaign from the left side panel.

 

Best Practices

Select the scenario that meets your needs:

	#1	#2	#3
Do you have a Tax ID (EIN)?	No	Yes	Yes
Do you send more than 6,000 text message per day?	N/A	No	Yes

For 10DLC Brand and Campaign registration instructions, please see How to Register for A2P 10DLC

 

#1: You are an individual or a small business without a Tax ID (EIN). You must register a Sole Proprietor Brand and Campaign

Tips

1. Sole Proprietor Brands and Campaigns are only intended for customers in the US and Canada who do not have a tax ID. If you have a Tax ID, you must register for a Standard or Low-Volume Standard Brand.
2. One SP brand can only have one campaign, and one campaign can only have one phone number. So if you have multiple numbers (for example: 1 Personal virtual number, 1 AI number), you need to register multiple SP brands and campaigns.

 

#2: If you have a Tax ID (EIN) and the number of messages sent from your brand is less than 6,000 per day, we recommend registering a Standard Brand without secondary vetting and a Low-volume use case campaign.

•  

Tips

1. Brand and campaign reviews have a long processing time, and once registered, the campaign use case cannot be changed. So if you anticipate sending more than 6,000 messages per day in the near future, it is advisable to register non-low-volume standard brands directly.
2. You can create up to 50 campaigns of the same use case type, with each campaign allowing up to 400 numbers by default. If you have more than 400 numbers, you will need to register multiple campaigns.

 

#3: If you have a Tax ID (EIN) and the number of messages sent from your brand exceeds 6,000 per day, we suggest registering a Standard Brand with secondary vetting and a Standard/Special campaign use case.

Tips

1. A Special Campaign is suggested if your Lofty account has more than 400 virtual numbers.

 

Common Failure Reasons

If your 10DLC registration fails, you should see an error code. Below are some of the more common errors we have seen:

30882: Campaign Vetting Rejected due to Terms and Conditions

Part of the 10DLC Campaign vetting is reviewing your website's Terms of Use and Privacy Policy. If you are using a non-Lofty built website for your 10DLC application, you will need to verify that the Terms of Use and Privacy Policy for that website are accurate.

30886: Campaign Vetting Rejected due to Invalid Campaign Description

Verify that the campaign description accurately describes how you communicate via Lofty. If your business name mentions lending, we recommend including this in your campaign description.

30891: Campaign Vetting Rejected due to Invalid Website URL

Verify that your website URL is correct and active before resubmitting the application. If you mention leads visiting a website or collecting their contact information in either the Campaign description, Opt-in method, or any of the sample text messages, be sure to include the website URL.

30893: Campaign Vetting Rejected due to an inconsistency between the sample message and the use-case

Verify that the sample messages you provide are accurate, detailed, and reflective of the actual text messages you send via Lofty. At least one of the sample messages should include your business name and a method to opt-out of receiving text messages from you. The business name in the sample message must match the business name on your 10DLC Brand.

30895: Campaign Vetting Rejected due to Direct Lending Content

If the Campaign references lending, loan arrangements, or financial assistance, be sure to include this in the Campaign description.

30896: Campaign Vetting Rejected due to Opt-In Error

10DLC Campaigns require that you disclose how your leads are opting in to receive text messages from you. Please be sure that you provide an accurate description of how this is done.

30897: Campaign Vetting Rejected due to Disallowed Content

The 10DLC Campaign you are registering via Lofty has already been set to a Real Estate Marketing campaign type. When providing a Campaign Description, be sure that your reason for sending text messages aligns with Real Estate Marketing.

30903: Campaign Vetting Rejected due to Incorrect Sole Proprietor Brand Registration

If you have a Tax ID number, you must register a Standard Brand and Standard Campaign. Registering for a Sole Proprietor Campaign when you have a Tax ID number will result in a failure during the vetting process.

If you have a Sole Proprietorship LLC, you will have an EIN and you will need to register a Standard Brand and Campaign.

Keywords like LLC, Company, Team, or anything that indicates a business or more than one employee could cause an issue during vetting. If you are a sole proprietor, be aware that the business details and website should only have your information.

30907: Campaign Vetting Rejected due to Website Validation Issue

If you reference a website anywhere in the Campaign application, it must be the same website used for the Brand registration.

30908: Campaign Vetting Rejected due to Compliant Privacy Policy Required

As part of the 10DLC Campaign vetting process, The Campaign Registry will verify that your website's privacy policy is accessible to end-users and meets the compliance standards for the collection and use of mobile phone numbers for messaging.

If you receive this error code, we recommend that you include a direct link to the privacy policy within the example message. Once you have made a change to address the privacy policy error, please resubmit the campaign for review.

30909: Campaign Vetting Rejected due to Call to Action Verification Issue

The Call to Action associated with the Campaign could not be verified during the vetting process. If opt-in occurs outside of the website, be sure to provided a complete and fully detailed explanation of how a lead opts in to receive text messages from you.

Twilio Reference Error

This error is related to the Brand information. Please review the information submitted for the brand and make any necessary corrections before resubmitting the registration.

If the submitted information was correct, please reach out to the Lofty support team for assistance.

FAQs

Q: What is The Campaign Registry?

A: The Campaign Registry(TCR) is a central hub for registering A2P 10DLC messaging campaigns. TCR verifies that your business is legitimate, and that you’re texting consumers for legitimate reasons, so that your text messages can be delivered reliably and at scale. 

 

Q: I am in Canada, how does this apply to me?

A: If you have a Canadian virtual phone number and only text leads that also have Canadian phone numbers, you do not need to register 10DLC. However, if your virtual phone numbers are not registered, you will not be able to text any United States phone numbers. 

 

Q: If I am in Mexico but do Business in the US does this apply to me?

A: Yes, if you send text messages to United States phone numbers, and you have a United States or Canadian address, you will need to register 10DLC. If you do not have a US or Canadian address, you will not be able to register for 10DLC and must have your virtual number hosted differently in order to send text messages. Please reach out to support@lofty.com for assistance.

 

Q: What was the recent regulation change that made this happen?

A: 10DLC registration is required for all businesses who send text messages to consumers with United States phone numbers utilizing any type of software or application (i.e. Application to Person: A2P)

10 digit long code numbers in the United States were originally designed for person to person (P2P) communication. These routes were unregulated, and in recent years have started seeing abuse from spam applications and unsolicited messaging.

Due to the increase in spam messages, many consumers have lost trust in SMS as a form of communication. US A2P 10DLC is the standard that carriers have implemented in the US to regulate this communication pathway.

A2P 10DLC improves the end-user experience by making sure that people can opt in and out of messaging and also know who is sending them messages. It also benefits businesses, offering them higher messaging throughput, brand awareness, and accountability.

 

Q: I run 50 drip campaigns in my Lofty CRM. Do I really need to register 50 10DLC campaigns?

A: No, most Lofty users will only need to register one (1) campaign. An A2P 10DLC campaign was defined by The Campaign Registry. The campaign is the reason you are sending text messages via Lofty, in general. You do not need to register a new 10DLC campaign for each smart plan or drip campaign.

 

Q: I've already registered for A2P 10DLC through another vendor or directly through The Campaign Registry. Do I need to register again on Lofty?

A: Brands and Campaigns cannot be shared across vendors. The Campaign Registry requires you to select a vendor when registering your A2P 10DLC campaign and they do not allow the vendor to be changed after registration is complete. When you register via Lofty, Lofty will automatically be set as the vendor.

 

Q: I have multiple addresses for business. Which address should I provide in my registration?

A: The Campaign Registry will be vetting the information you provide. We recommend using your legally registered address, as per the EIN/Tax ID letter.

 

Q: My Sole Proprietor Brand has failed verification, what can I do to pass verification?

A: We have a few tips and tricks that may help with your Sole Proprietor brand verification:

1. If you have a tax ID number, you have to register a Standard brand. Check last year's tax return if you aren't sure. We also recommend using the address on your tax form for your business address.​
2. The website you provide in your brand registration cannot have any other agent information on it. You need to appear as a sole proprietor – no business partners.​
3. Your brand registration must have your personal cell phone number, not a virtual or Google Voice number, as the contact number. If you are registering multiple Sole Proprietor brands, you must use a different personal phone number for each brand.

 

Q: My registration failed the first time and I need to resubmit. Why do I need to pay again? Can I get a refund?

A: Payment is required each time you submit a 10DLC registration because the information is sent to The Campaign Registry for vetting. Lofty is not receiving any payment from your 10DLC registration and cannot offer a refund.

 

Q: Are the A2P fees charged at the same time/in the same roll-up as the normal Lofty fees or will be separate/contingent on when I registered to campaigns and when it was verified? 

A:  It's charged on the 1st of the month. Billing looks like the image below.

This monthly fee is waived when you register, so you will pay it for the first time the first month after your campaign is verified. If the campaign fails, then you do not get charged the monthly fee.

 

Q: Roughly how quick is the turnaround for 10DLC these days?

A:  A campaign can be verified from 3-5 business days but can take up to 4- 5 weeks. 

 

Q: Why did my campaign fail due to the sample messages I provided?

A: Remember to add the opt-out message to your sample messages. Simply write a sample message that you might send to a lead and add "Reply unsubscribe to opt-out of future text communication. This message was sent from (your name) at (your business name)."

 

 

Questions?

If you have any questions regarding this topic or any others, please reach out to our Support Team via email at <support@lofty.com>, by phone at 1 (855) 981-7557, or by chat with us through your Lofty CRM.

Related term: A2P, phone regulation, 10DLC