10DLC Registration: What It Is and Why You Need It
10DLC Registration: What It Is and Why You Need It
10DLC stands for "10-Digit Long Code" — the standard format for US local phone numbers. Starting in 2023, US carriers (AT&T, T-Mobile, Verizon) require all businesses sending SMS from local numbers to register their brand and messaging campaigns. Without registration, your messages are throttled or blocked entirely.
Who Needs 10DLC Registration
You need 10DLC registration if:
- You send SMS from a US local phone number (10-digit number starting with an area code).
- You send messages to US recipients.
- You use SMS for any business purpose — customer support, appointment reminders, marketing, or notifications.
You do not need 10DLC registration if:
- You only use toll-free numbers (these have a separate verification process).
- You only use short codes (5–6 digit numbers).
- You only send SMS to non-US recipients.
What Happens Without Registration
| Carrier | Consequence |
|---|---|
| T-Mobile | Messages blocked outright. $10 daily fine per unregistered number. |
| AT&T | Messages filtered aggressively. Delivery rates drop below 20%. |
| Verizon | Messages throttled to 1 segment per second. High filtering rate. |
Unregistered numbers also face lower throughput limits (1 message per second vs. up to 75+ MPS for registered campaigns).
The Registration Process (Overview)
10DLC registration has two steps:
- Brand Registration — Register your business identity (legal name, EIN/tax ID, address, website). This is a one-time process.
- Campaign Registration — Register each type of messaging you do (e.g., "appointment reminders" or "marketing offers"). You can have multiple campaigns per brand.
Both steps are completed inside JustCall. See:
Registration Timeline
| Step | Typical timeline |
|---|---|
| Brand registration | 1–3 business days |
| Campaign registration | 1–7 business days |
| Total (brand + first campaign) | 2–10 business days |
Some campaign types (especially for sole proprietors or unverified brands) may take longer due to additional carrier review.
Costs
| Fee | Amount | Frequency |
|---|---|---|
| Brand registration | $4 (one-time) | Once |
| Standard campaign | $15 | One-time per campaign |
| Low-volume/starter campaign | $2/month | Monthly |
Fees are charged by The Campaign Registry (TCR) and passed through by JustCall at cost.
Trust Score and Throughput
After brand registration, TCR assigns a Trust Score (0–100) based on your business profile. Higher trust scores unlock higher messaging throughput:
| Trust Score | Throughput (messages per second) |
|---|---|
| Low (0–24) | 1 MPS |
| Medium (25–49) | 10 MPS |
| High (50–74) | 25 MPS |
| Very high (75–100) | 75+ MPS |
Improve your trust score by:
- Using a verified EIN (not SSN)
- Having an active, professional website
- Registering with a recognized business entity type (LLC, Corporation, etc.)
- Providing accurate, consistent business information across public records