A2P, Application-to-Person, messaging in the United States allows businesses to leverage a preapproved 10DLC, 10 Digit Long Code, a phone number, to send mass text messages to consumers. Businesses can register with carriers whom work with TCR The Campaign Registry to offer integrated registration for approval, or directly with the TCR themselves. Businesses must acquire approval for both their brand and each campaign as per CITA, Cellular Telecommunications and Internet Association guidelines, in the larger effort to increase transparency in the telecommunication ecosystem.

Existing Alternatives

While 10DLC is not the only option for businesses, each alternative comes with its own caveats.

Toll-free long codes: While 1-800 numbers are an affordable option with a high throughput rate of thousands a day, it requires a separate step of obtaining approval for the third party number. Additionally, using a toll-free number significantly reduces customer engagement and experience as it appears impersonal and foreign to consumers.

Short codes: While using this 5/6 digit option has an impressive throughput rate of millions a day, purchasing short codes is an expensive ordeal. Acquiring approval for short codes is a long process, unfit for today's fast paced trends.

Local long codes: Standard phone numbers come at no additional cost, but with little applicability. As they are not designed for A2P but rather P2P Person-to-Person use, the throughput rate is significantly lower, sitting at a few hundred a day. More importantly A2P messaging with unapproved long codes is against CITA, guidelines and so these unsanctioned texts are often filtered out by carriers.

Benefits of 10DLC

A2P 10DLC offers a happy medium of mass text messaging management with low overhead costs, providing an accessible option to US businesses. While allotted throughput is dependent on a Trust Score assigned upon registration, its capacity is still impressively sitting in the thousands between toll-free long codes and short codes. Compliance with CITA guidelines improves deliverability rates but also brand image and reputation. A2P 10DLC enables campaign data management through tracking keyword performance, allowing for better business practices. Businesses are able to use an exisiting dedicated phone number, translating to quick approval times and reduced costs. Ultimatly, utilizing A2P 10DLC significantly improves customer engagement and experiences.