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.

Summary

• Who Needs to Register for A2P 10DLC?
• A2P 10DLC Registration
  • Sole Proprietor and Standard Brands
    • Sole Proprietor Brand
    • Standard Brand
  • Secondary Vetting
    • Trust Score
• Brand and Campaign Management
• Best Practices
  
• FAQs

Who Needs to Register for A2P 10DLC?

Anyone sending SMS/MMS messages from an application must register for A2P 10DLC. All virtual phone numbers that send text messages via Lofty must register A2P 10DLC by February 2024.

*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

To register, navigate to Settings -> Call/Text Settings -> 10DLC Compliance. If no Brands have been registered yet, you will see the option to Register Now.

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 suitable for anyone without 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. 

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/

If you select I don't have a TaxID (EIN/CBN), you be prompted to create the Sole Proprietor Brand and Campaign. The first step is to complete the Business Profile.

The Business Profile are the basic details about your business, which are needed to register the Brand.

Since the Sole Proprietor Brand can only register one (1) Campaign, the Campaign details are collected next.

To register the Campaign, you must provide a description of why you are sending text messages, two (2) example text messages, and an explanation of how the text message recipients can opt in or out of receiving text messages from you. The Campaign registration is the same, regardless of whether you are registering a Sole Proprietor or Standard Campaign.

Important: If you edit or alter your Brand or Campaign details after submitting the payment, the payment will need to be submitted again. The brands and campaigns cannot be edited after submitting the registration.

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

After selecting Plan A, B, or C, the next step is to provide your Business Profile.

The Business Profile are the basic details about your business, which are needed to register the Brand. After the Business Profile is complete, provide the Campaign details. 

To register the Campaign, you must provide a description of why you are sending text messages, two (2) example text messages, and an explanation of how the text message recipients can opt in or out of receiving text messages from you. The Campaign registration is the same, regardless of whether you are registering a Sole Proprietor or Standard Campaign.

Important: If you edit or alter your Brand or Campaign details after submitting the payment, the payment will need to be submitted again. The brands and campaigns cannot be edited after submitting the registration.

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

 

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

STEP 1: Provide the following information to register the Sole Proprietor Brand

• First and Last Name:
  • You first and last name
• Email Address:
  • This must have a valid domain and cannot be a disposable address. This email address can only be used a maximum of 10 times across all A2P Brand registrations with TCR. If you have registered for A2P 10DLC with another vendor, that counts towards this limit.
• Phone Number:
  • Your business/contact phone number. It can be a landline, mobile, or other number.
• Mobile Number:
  • This mobile number is critical in the registration process and is used for sending a One Time Password (OTP) verification request to you, which you must respond to. This must be a valid US or Canadian mobile number only. This cannot be a number which you've acquired from a CPaaS provider (such as Twilio, etc.). This mobile number can only be used a maximum of three times across all A2P Brand registrations with TCR. If you have registered for A2P 10DLC with another vendor, that counts towards this limit. You may use the same number for both the Phone Number field and the Mobile Number field, provided that this number satisfies all of the requirements here.
• Address:
  • Must be a valid US or Canadian address. It can be a PO Box. This address can only be used a maximum of 10 times across all A2P Brand registrations with TCR. If you have registered for A2P 10DLC with another vendor, that counts towards this limit.
• Brand Name:
  • If you are a Sole Proprietor business, this must be your real business name. For Sole Proprietor businesses, the business name is usually the first name and last name, but you can also provide a DBA name if there is one. This field cannot be a unique identifier such as an account ID or email address.

STEP 2: Provide the following information to register the Sole Proprietor Campaign

• Description:
  • A short description of what this SMS campaign does. Min length: 40 characters. Max length: 4096 characters. Example: "Sending marketing messages about sales and offers."
• message_samples:
  • Samples of the messages you will send. Must include at least 2 and up to 5 samples. 20 character minimum length for each sample. 1024 maximum length for each sample. Example: ["Book your next meeting", "Real Estate event is on"]
• message_flow:
  • Details around how a consumer opts-in to your campaign, therefore giving consent to receive your messages. If multiple opt-in methods can be used for the same campaign, they must all be listed. 40 character minimum. 2048 character maximum. If a website is used for opting in, provide a link to the website. The website needs to have a privacy policy and terms of service. Privacy policies also need to include a statement of non-sharing for mobile numbers, message frequency, and "message and data rates may apply" disclosure. You need to provide a link to the policy. Example: "End users opt-in by visiting www.example.comand adding their phone number. They then check a box agreeing to receive text messages from Example Brand. Additionally, end users can also opt-in by texting START to (111) 222-3333 to opt in. Term and Conditions at www.example.com/tc. Privacy Policy at www.example.com/privacy"
• has_embedded_links:
  • Yes/No. Indicates that this SMS campaign will send messages that contain links.
• has_embedded_phone:
  • Yes/No. Indicates that this SMS campaign will send messages that contain phone numbers

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 brand and campaign.
3. Estimated Cost
   1. One-time: $4 per brand + $15 per campaign = $19
   2. Monthly: $2 per month per campaign

 

#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.

STEP 1: Provide the following information to register the Standard Brand

Business Information

• business_type:
  • Partnership, Limited Liability Corporation, Co-operative, Non-profit Corporation, Corporation
• business_industry:
  • REAL_ESTATE
• business_regions_of_operation:
  • USA_AND_CANADA, AFRICA, ASIA, EUROPE, LATIN_AMERICA
• business_registration_number:
  • US EIN:[xx-xxxxxxx]

Address Information

• street:
  • The number and street address of the new address
• city:
  • The city of the new address
• region:
  • Any correct two-letter abbreviation for a US state, for example:"NY"or"WA"
• postal_code:
  • The postal code of the new address
• iso_country:
  • The ISO country code of the new address

Authorized Business Representative

• business_title:
  • Represents the exact job title of the contact, and is free form
• job_position:
  • Director, GM, VP, CEO, CFO, General Counsel, Other
• first_name:
  • Exact first name of this contact
• last_name:
  • Exact last name of the contact
• phone_number:
  • Valid phone number for this contact
• email:
  • Valid email for this contact

STEP 2: Register the Low-volume Campaign

• Description:
  • A short description of what this SMS campaign does. Min length: 40 characters. Max length: 4096 characters.Example: "Send marketing messages about sales and offers"
• message_samples:
  • Samples of the messages you will send. Must include at least 2 and up to 5 samples. 20 character minimum length for each sample. 1024 maximum length for each sample. Example: ["Book your next meeting", "Real Estate event is on"]
• message_flow:
  • Details around how a consumer opts-in to your campaign, therefore giving consent to receive your messages. If multiple opt-in methods can be used for the same campaign, they must all be listed. 40 character minimum. 2048 character maximum. If a website is used for opting in, provide a link to the website. The website needs to have a privacy policy and terms of service. Privacy policies also need to include a statement of non-sharing for mobile numbers, message frequency, and "message and data rates may apply" disclosure. You need to provide a link to the policy. Example: "End users opt-in by visiting www.example.comand adding their phone number. They then check a box agreeing to receive text messages from Example Brand. Additionally, end users can also opt-in by texting START to (111) 222-3333 to opt in. Term and Conditions at www.example.com/tc. Privacy Policy at www.example.com/privacy"
• has_embedded_links:
  • Yes/No. Indicates that this SMS campaign will send messages that contain links.
• has_embedded_phone:
  • Yes/No. Indicates that this SMS campaign will send messages that contain phone numbers

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. Estimated Cost
   1. One-time: $4 per brand + $15 per campaign = $19
   2. Monthly: $1.50 per month per campaign

 

#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.

STEP 1: Provide the following information to register the Standard Brand

Business Information

• business_type:
  • Partnership, Limited Liability Corporation, Co-operative, Non-profit Corporation, Corporation
• business_industry:
  • REAL_ESTATE
• business_regions_of_operation:
  • USA_AND_CANADA, AFRICA, ASIA, EUROPE, LATIN_AMERICA
• business_registration_number:
  • US EIN:[xx-xxxxxxx]

Address Information

• street:
  • The number and street address of the new address
• city:
  • The city of the new address
• region:
  • Any correct two-letter abbreviation for a US state, for example:"NY"or"WA"
• postal_code:
  • The postal code of the new address
• iso_country:
  • The ISO country code of the new address

Authorized Business Representative

• business_title:
  • Represents the exact job title of the contact, and is free form
• job_position:
  • Director, GM, VP, CEO, CFO, General Counsel, Other
• first_name:
  • Exact first name of this contact
• last_name:
  • Exact last name of the contact
• phone_number:
  • Valid phone number for this contact
• email:
  • Valid email for this contact

STEP 2: Register the Campaign

• Description:
  • A short description of what this SMS campaign does. Min length: 40 characters. Max length: 4096 characters.Example: "Send marketing messages about sales and offers"
• message_samples:
  • Samples of the messages you will send. Must include at least 2 and up to 5 samples. 20 character minimum length for each sample. 1024 maximum length for each sample. Example: ["Book your next meeting", "Real Estate event is on"]
• message_flow:
  • Details around how a consumer opts-in to your campaign, therefore giving consent to receive your messages. If multiple opt-in methods can be used for the same campaign, they must all be listed. 40 character minimum. 2048 character maximum. If a website is used for opting in, provide a link to the website. The website needs to have a privacy policy and terms of service. Privacy policies also need to include a statement of non-sharing for mobile numbers, message frequency, and "message and data rates may apply" disclosure. You need to provide a link to the policy. Example: "End users opt-in by visiting www.example.comand adding their phone number. They then check a box agreeing to receive text messages from Example Brand. Additionally, end users can also opt-in by texting START to (111) 222-3333 to opt in. Term and Conditions at www.example.com/tc. Privacy Policy at www.example.com/privacy"
• has_embedded_links:
  • Yes/No. Indicates that this SMS campaign will send messages that contain links.
• has_embedded_phone:
  • Yes/No. Indicates that this SMS campaign will send messages that contain phone numbers

If you have more than 400 10DLC numbers, you will have two options:

Option 1 - Register Standard Use Case Campaign	Option 2 - Apply Special Use Case Campaign
By default, Lofty will assist you in registering a "Marketing" type campaign. Each campaign can be linked to up to 400 numbers, and a brand can have up to 50 campaigns with the same use case. If you anticipate owning a total of less than 2500 numbers, this option is suitable for you.	You can register the "Agents; franchise; local branches" use case. This use case requires additional approval on a carrier-by-carrier basis for the specific use case. Once approved, a maximum of 5,000 numbers can be linked to a single Agents, Franchises, and Local Branches Campaign.
Please note: This option incurs a higher monthly cost of $10/month per campaign. It is essential to monitor the numbers owned by your team to ensure that all messages are sent from registered numbers. Given the time it takes to register a campaign and the non-use fee charged if the campaign remains unused for more than 60 days after registration, it is important to have a clear understanding of when to register.	Please note: If you require more than 5,000 numbers due to having more than 5,000 agents or business locations, you will need to register one or more additional Campaigns of this type. If your application is rejected, it means that one or more carriers have determined that your use case did not meet the required criteria based on the information provided during registration. To initiate the sending of A2P-registered traffic, please re-register your campaign with standard use case.
Estimated Costs One-time: $4 per brand + $15 per campaign + $40 secondary vetting per brand = $59 Monthly: $10 per month per campaign	Estimated Costs One-time: $4 per brand + $15 per campaign + $40 secondary vetting per brand = $59 Monthly: $30 per month per campaign
1 - 24	2,000/day

 

As the account owner, it is your responsibility to register brands and campaigns for all team members and ensure that all messages sent from your account are properly registered. For users on Lofty's multi-team solution or having their own vendor backends, the registration process differs based on the account management scenario:

• If you manage the sub-accounts, you can register the brand and campaign at the company level, allowing all your teams to utilize it.
• If you are a re-seller and the sub-accounts have their own brand, you need to instruct them to individually register the Brand and Campaign for their respective teams.

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 and 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, you will need to register 10DLC. 

 

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.

 

 

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