Introduction

This article explains what A2P 10DLC is, who needs to register, types of brands and campaign, pricing, trust scores, and includes some frequently asked questions.

Summary

• What is A2P 10DLC?
• Brands and Campaigns — The Two Parts of Registration
• Step 1: Choose Your Brand Type
  • Sole Proprietor Brand
  • Standard Brand
• Managing Your Registration After Approval
• FAQs

What is A2P 10DLC?

A2P (Application to Person) 10DLC is the US carrier standard for business text messaging. All texts sent from Lofty are considered A2P — they come from software, not a personal phone. Carriers require registration to verify who is messaging consumers and why, reduce spam, and enable reliable delivery.

• You must register if You send text messages to US phone numbers via Lofty (including AI Assistant texts).
• You do not need to register if You never text US phone numbers.
• If You're outside the US/Canada but text US numbers — you must first set up a US LLC. Contact support@lofty.com for help.

Note: Toll-free numbers are not part of the A2P 10DLC system. Contact Lofty Support separately.

Brands and Campaigns — The Two Parts of Registration

Your virtual phone numbers get linked to a campaign. The brand + campaign together tell carriers your messages are legitimate.

Step 1: Choose Your Brand Type

Do you have an EIN (Employer Identification Number)?

• Yes → Standard Brand
• No → Sole Proprietor Brand

Note: If you have a Sole Proprietorship LLC, you have an EIN — register a Standard Brand.

Sole Proprietor Brand

For individuals without a Tax ID (EIN/CBN).

Note: If you have multiple virtual numbers (e.g., personal + AI Assistant), you must register a separate Sole Proprietor Brand for each — using a different personal mobile number each time.

Standard Brand

For businesses or individuals with a Tax ID (EIN/CBN). Choose a plan based on your daily send volume:

Note: *Based on Trust Score after secondary vetting.

Tip: Tip: If you expect to exceed 6,000 messages/day in the future, register Plan B now. Campaign use cases can't be changed after approval, and resubmission costs another fee.

Secondary Vetting & Trust Scores (Standard Plans B & C)

Secondary vetting is a one-time $40/brand carrier review. It produces a Trust Score (0–100) that determines your T-Mobile limits and message speed. Trust Scores don't change automatically — if yours is too low, you must submit a new secondary vetting request.

Managing Your Registration After Approval

Go to Settings → Call/Text Settings → 10DLC Compliance to:

• View all brands, their status, type, and creation date
• Click a brand to see its campaigns and linked phone numbers
• Move phone numbers between campaigns
• Share a campaign with other Lofty users via the permissions cog

FAQs

Do I need a separate 10DLC campaign for each Lofty drip campaign?

No. Most users only need one 10DLC campaign. A 10DLC campaign represents your reason for texting, not a specific Smart Plan or drip sequence.

I already registered through another vendor. Do I need to register again in Lofty?

Yes. Brands and campaigns are vendor-specific and cannot be transferred. Registering via Lofty sets Lofty as your vendor automatically.

I'm in Canada — does this apply to me?

Only if your virtual numbers text US phone numbers. Canadian-only texting doesn't require 10DLC registration.

How long does approval take?

Typically 3–5 business days, but can take up to 4–5 weeks.

When am I charged the monthly fee?

On the 1st of each month. The fee is waived during your registration month — you first pay it the month after your campaign is verified. If the campaign fails, no monthly fee is charged.

Can I get a refund if my registration fails?

No. Payment goes directly to The Campaign Registry, not to Lofty. Fees are non-refundable.

Which address should I use?

Use the address on your EIN/Tax ID letter.

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