What is 10DLC and The Campaign Registry?
Spam is the worst – whether it’s clogging up your inbox, blowing up your phone, or buzzing in your texts, nobody wants it. To tackle this universal annoyance, organizations have setup guidelines to keep spam in check. For companies sending mass texts, these rules are non-negotiable. That’s where The Campaign Registry (TCR) comes in.
So, what exactly is TCR?
TCR is like the bouncer at the business-texting party. It’s a third-party company chosen by mobile carriers (like AT&T and T-Mobile) to handle 10DLC campaign registrations.
- Every phone number sending SMS or MMS messages needs to be tied to an approved brand and campaign in TCR.
- TCR acts as the record keeper, tracking who’s sending what, so carriers, vendors, and regulators can ensure compliance.
At PERQ, we handle this entire registration and approval process for you. We’ve got your back—but heads up:
- Rules are getting stricter. Privacy policies and opt-in messaging on your website need to be airtight.
- Approvals are slower. Campaigns and brands are facing more scrutiny.
- Denials are increasing. But don’t worry; we’re here to navigate the hurdles.
So, wait… what is 10DLC?
Glad you asked! Let’s break it down—because this whole 10DLC thing sounds more complicated than it actually is.
10DLC (aka 10-digit long code) is a channel created by mobile carriers for business-to-consumer messaging. You might also hear it called A2P (Application toPerson) messaging—fancy, right?
At PERQ, we set up these numbers so you can send
SMS messages to your leads.
Why does this matter?
Telecom carriers want to keep text messaging spam-free and ensure transparency. That’s why they’ve set up rules requiring companies to register their 10DLC numbers—basically, they want to know:
- Who’s sending messages?
- What’s being sent?
Why should you care?
Here’s the deal: PERQ sends text messages to your leads, and U.S. mobile carriers require businesses likeyours to register their brand with a third-party provider. That’s where we step in. We partner with trusted companies to handle this for you.
Still with me? Good.
While we do all we can to keep this off your plate, there are a few pieces of this puzzle that require your help. The biggest one? The good ol’ Privacy Policy.
The Privacy Policy of your brand (community) must be accepted when registering 10DLC campaigns. The most important aspect of this is clearly describing how consumer data will be used and shared, and how consumers can contact the message sender. Here are some key points to consider:
- Website: Your website must have a privacy policy. Simple as that.
- Consent: Ensure the message sender doesn’t improperly claim to have the consumer’s consent to share end-user data with third parties for marketing purposes. To speak plainly, you are not sharing your leads’ phone numbers with third parties for the purpose of marketing. If you are, you must specify the reasons.
- Opt-out instructions: Message senders are required to acknowledge the consumer’s right to opt-out of a campaign. The Privacy Policy must also include instructions on how to opt-out of future communication.
Privacy policies are frequently rejected. If this becomes the case for your community website, PERQ will work with you to try and find a resolution.
Want to learn more? These guys have a great list of tips and tricks: CTIA: Best Practices
Terms and Conditions of your brand must be compliant and made available to the consumers. This document must be provided as part of the registration. The Terms and Conditions page must include the following details:
- Brand name
- Types of messages the consumer can expect to receive
- Message frequency
- “Message and data rates may apply” disclosure
- Customer care contact information (Text HELP for help, contact (email) for support, etc.)
- Opt-out information
but encourage you to keep an eye on those resources we’re linking to as well. But don’t stress—PERQ is here to adapt right along with them, so you don’t have to worry.