10DLC

SMS/MMS messaging has become an essential and powerful communication channel for organizations and businesses across North America. As a trusted partner in the messaging ecosystem, Hustle works to maintain the integrity of this channel the best we can to ensure it remains effective. It’s our commitment to you, our customers, to also make compliance with industry best practices and programs like 10DLC as simple as possible.

As SMS/MMS messaging has gained popularity, mobile carriers in the U.S. (AT&T, Verizon Wireless, T-Mobile, US Cellular, and others) have begun imposing registration requirements on messages sent via application-based services like Hustle. 

What this means for Hustle users is that you must register any messaging sent to recipients via carriers’ networks. To make this easier, Hustle has implemented in-platform registration for 10DLC compliance.

What is 10DLC and why is it important for carrier compliance?

10DLC, which stands for 10 digit long code, is a messaging compliance standard from major U.S. wireless carriers. 10DLC only applies to organizations messaging in U.S. and U.S. territories using 10-digit long code phone numbers. Carriers have introduced this set of standards and a related registration process  to better understand who is texting their subscribers, what is being sent across their networks, and to reduce spam and unwanted messages. Complying with 10DLC standards is crucial for ensuring the deliverability and throughput of your messaging. This standard is the authorized method for organizations and businesses to send texts to individuals using long code local phone numbers.

How do I register for 10DLC within the Hustle platform?

Registering for 10DLC within the Hustle platform is a seamless two-step process:

1. Register “Brands”, which are related to which organization is sending messages.
2. Register “Campaigns”, which are general categories of messages (ex. Charity, Political, Marketing, etc).

When do I register for 10DLC?

As part of your onboarding process, you will register for 10DLC within the Hustle platform. Detailed documentation is available, and the Client Success team is ready to provide support throughout the registration process.

How long does it take to complete 10DLC registration?

The act of registration only takes a few minutes. That said, approval of your Brand and Campaigns varies, but we expect approval to within 10 business days from carrier ecosystem partners. For timing estimates, we recommend consulting with your Client Success Manager, as they can provide the most up-to-date information.

Are opt-ins required to text?

Yes, opt-ins are required for texting in accordance with carrier requirements and messaging policies.

What’s considered “opt-in”?

As outlined within the CTIA best practice guidelines, any audience that is contacted via text should have supplied their phone number to the organization/business doing the outreach.

Is 10DLC required?

Yes, 10DLC is a mandatory business standard of U.S. wireless carriers that is required to text through Hustle.

What is a “trust score” or “TCR Score”?

Brands are given a score that may determine throughput limits with some carriers. This score is given by an external vetting agency on the carrier side, and is the same across any 10DLC compliant platform. While the exact criteria for the score is not public, it is based on information related to the Brand’s EIN # and is therefore likely based on a combination of factors related to the standing of the business. If a client receives a score that will have any material impact on their throughput, Hustle will appeal that score on behalf of our clients.

Is there any cost related to 10DLC registration?

Hustle currently covers all fees associated  with 10DLC registration through The Campaign Registry (TCR), so there are no additional costs for registration.

Why don’t I need to register my toll free and shortcode texting for 10DLC?

10DLC registration specifically applies to messaging using 10-digit long codes, which allow you to send texts from real local phone numbers. Toll free and shortcode messaging have their own set of registration processes and regulatory requirements.

What is Campaign Verify (CV)?

If the entity being registered is a PAC, 527, or other committee registered with the FEC, a Campaign Verify token is highly encouraged to register entities sending political messages to qualify for higher rates of throughput. Note that CV registration and associated fees are separate from the 10DLC registration process. For more information about Campaign Verify, see What is Campaign Verify?

Still have questions? Take a look at Hustle’s help article What is 10DLC: where we share 10DLC status updates, cover best practices and most common use cases.