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Understanding A2P 10DLC: Enhancing SMS communication with Mixmax
At Mixmax, we value effective and reliable communication. Our SMS feature helps you to engage with your prospects and customers through text messages.
To ensure your SMS messages reach your audience consistently, you must register for A2P 10DLC (Application-to-Person messaging via 10-digit long code phone numbers) and obtain campaign approval before you can access the SMS feature.
This article explains how A2P 10DLC works and why it's crucial for your SMS communication. You will also learn what information you need to provide when registering for A2P 10DLC via Mixmax.
What is A2P 10DLC, and why is it important?
A2P 10DLC is a framework introduced by mobile carriers to regulate and optimize Application-to-Person (A2P) SMS traffic. It standardizes the use of 10-digit long codes for commercial messaging, improving message deliverability, reducing spam, and enhancing the overall user experience.
A2P 10DLC offers several significant benefits for your SMS communication:
Improved Deliverability: When you get registered for A2P 10DLC, your messages are more likely to reach your intended recipients. Carriers prioritize approved A2P 10DLC traffic, resulting in higher delivery rates than unregistered or non-compliant numbers.
Increased Trust and Reputation: A2P 10DLC helps build trust with mobile carriers and their subscribers. Complying with registration requirements shows your commitment to delivering legitimate and valuable messages. This can benefit your reputation as a reliable sender.
Compliance with Regulations: A2P 10DLC registration helps you comply with industry regulations and guidelines, such as the CTIA Messaging Principles and the Telephone Consumer Protection Act (TCPA). It helps protect consumers from unwanted or fraudulent messages and ensures you adhere to best practices for SMS communication.
Best practices for A2P 10DLC
To make the most of A2P 10DLC and ensure successful SMS communication, consider the following best practices:
Explicit Consent
Always obtain explicit consent from your recipients before sending them SMS messages. Implement transparent opt-in processes and provide opt-out instructions for easy unsubscribing.
Message Content
Craft concise, engaging, and relevant messages that provide value to your recipients. Avoid using misleading or spammy content that might lead to complaints or delivery issues.
Message Frequency
Respect your audience's preferences and avoid sending messages excessively. Find a balance that keeps your audience informed without overwhelming them.
Compliance
Familiarize yourself with applicable regulations and guidelines, such as the CTIA Messaging Principles and the TCPA, and ensure your campaigns comply.
How Does A2P 10DLC Registration Work?
This step-by-step guide walks you through the A2P 10DLC registration process. You will learn what information you need to submit to Mixmax during registration and see examples of campaign best practices, opt-in flows, and sample messages.
A2P 10DLC Registration
To register for A2P 10DLC before enabling SMS messaging in Mixmax, we need the following information:
Step 1: Gather Business & Brand details
Register your brand with the mobile carriers via Mixmax. This step helps establish your brand identity and ensures regulatory compliance. You can also refer to the Twilio A2P 10DLC Brand Registration guide for detailed instructions on what information you need to submit.
Please gather the following details (you will need to submit them to Mixmax during Step 3 of the registration process):
Field title | Description/Requirements | Acceptable examples |
Business Name | The legal name of your business. | ABC Corporation |
Physical Address | The street address, city, state/province/region, postal code, and country of your business's physical location. | 123 Main Street, New York City, NY 10001, United States |
Business Type | Select your business entity type, such as Partnership, Corporation, Co-Operative, LLC, or Non-Profit. | LLC |
Company Status | Indicate whether your company is Public or Private. | Private |
Stock Ticker & Exchange | If your company is publicly traded, please provide the stock ticker symbol and the stock exchange it is listed on. | ABCD (NASDAQ) |
Tax ID or Business Registration Number and Type | Please provide the appropriate tax identification or business registration number based on your country's requirements. For US-based companies, provide an EIN (Employer Identification Number). | EIN: 123456789 |
Industry | Specify the industry or sector your company operates in. | Technology |
Website | Your company's website URL. | |
Regions of Operations | List the countries or regions where your business operates. | United States, Canada, Europe |
Email Address | An email address to send notifications to. Consider using a distribution list if you need to notify multiple users. | |
Authorized Representative (Name, Email, Business Title, Phone Number, Job Position) | Please provide the details of an authorized representative who will be your company's primary contact for A2P 10DLC registration. Include their name, email address, business title, phone number, and job position. | Name: John Doe Email: [email protected] Business Title: CEO Phone Number: +1 (123) 456-7890 Job Position: CEO |
Second Authorized Representative
optional | Provide the details of a second authorized representative, if applicable. Include their name, email address, business title, phone number, and job position. | Name: Jane Smith |
Step 2: Gather Campaign details
Once you gather the information required for Business & Brand registration, prepare the campaign registration details to submit during the next step of the A2P 10DLC registration process.
You will need to provide a detailed description of your SMS campaign, including the purpose, sender, recipient, and message flow. We also recommend providing sample messages and opt-in methods to demonstrate regulatory compliance.
Parameter | Description/Requirements |
Campaign description (description) required | Provide a detailed description of this campaign's purpose. The description should explain who the sender and the recipient are and why messages are sent to the intended recipient.
Ensure the description aligns with the campaign use case you will specify below. It should also be descriptive enough to pass manual reviews.
Example: "This Campaign will send weekly marketing messages about offers and sales from Acme Sandwiches Company to end customers who have opted in."
Note: If you are a financial institution engaged in direct, first-party lending to end customers, please specify "Direct Lending" in the Campaign description so that our review team can set this attribute properly before submitting the registration request to TCR. Please indicate this even if your particular Campaign use case is not directly related to your lending services offer (e.g., OTP). |
Opt-in message flow
required (40 - 2048 characters) | Describe in detail how a consumer opts into your campaign and consents to receive your messages. If you can use multiple opt-in methods for the same campaign, list them all.
Note: If you use a website for opting in, include a link to the website. The website must have a privacy policy and terms of service. Privacy policies should also include a statement of non-sharing for mobile phone numbers, message frequency, and "message and data rates may apply" disclosure. Please include a link to the policy. If the described opt-in mechanism and other required information are not publicly accessible via the company website URL you provided, please provide a URL where screenshots of the relevant pages are hosted. Understanding the opt-in mechanism is crucial for TCR to accept the Campaign.
Example: "End users opt-in by visiting www.acmesandwich.com and adding their phone number. They then check a box agreeing to receive text messages from Acme Sandwiches Company. Additionally, end users can also opt in by texting START to (111) 222-3333 to opt in. Term and Conditions at www.acmesandwich.com/tc. Privacy Policy at www.acmesandwich.com/privacy" |
Sample message #1
required (20-1024 characters) | These should be specific examples of messages you will send in this Campaign.
Sample messages must align with the Campaign description above and the use case below. In each message, identify your brand by name and/or website. Also, use brackets
Example: "This is a message from the Acme Sandwiches Company. Your order for [sandwich type, other item] will be delivered by [time] on [date]. If you have questions or would like to change your order schedule, please call 333-444-1212. If you would like to opt out of future notifications like this, text STOP in reply to this message." |
Sample message #2
required (20-1024 characters) | See above. |
Campaign use case type | Specify your campaign use case type. You can select the type from the list of use case types.
Example: MARKETING.
Ensure the use case aligns with your Campaign description and sample messages above. |
Are there embedded links?
| Enter Yes or No to indicate whether this SMS campaign will send messages containing URL links.
Best practice: Include any such links in your sample messages so that they can be verified. |
Are there embedded phone numbers?
| Enter Yes or No to indicate whether this SMS campaign will send messages containing phone numbers.
Best practice: Include any such phone numbers in your sample messages so that they can be verified. |
Opt-in auto-response message
optional (20-320 characters) | If end users can text a keyword to start receiving recurring messages from this campaign, provide the auto-response messages that will be sent to end users. The opt-in auto-response should include the brand name, confirmation of opt-in enrollment to a campaign with recurring messages, how to get help, and a clear description of how to opt out.
Note: This field is required if end users can text a keyword to start receiving messages from this campaign. |
Opt-out auto-response message
optional (20-320 characters) | Provide the text for an auto-generated response that will be sent if your end users send opt-out keywords. In the response, acknowledge the opt-out request and confirm that you won't send further messages. We also recommend including your brand name in opt-out messages.
Note: This field is required if you manage the opt-out keywords by yourself (i.e., not using Twilio's Default or Advanced Opt-Out features). |
Help keywords auto-response message
optional (20-320 characters) | Provide the text for an auto-generated response sent when your end users send help keywords. The response may include the brand name and additional support contact information.
Note: This field is required if you manage the help keywords and opt-outs yourself (i.e., not using Twilio's Default or Advanced Opt-Out features). |
Opt-in keywords
optional (not more than 255 characters) | Provide one or several keywords that end users can text in to start receiving messages from this campaign. If you provide more than one keyword, list them in a comma-delimited list.
Note: This field is required if end users can text a keyword to start receiving messages from this campaign. |
Opt-out keywords
optional (not more than 255 characters) | Provide one or several keywords that end users can text in to stop receiving messages from this campaign. If you provide more than one keyword, list them in a comma-delimited list. Values must be alphanumeric.
Note: This field is required if you manage the opt-out keywords yourself (i.e., not using Twilio's Default or Advanced Opt-Out features). |
Keywords used to request help
optional (not more than 255 characters) | Provide one or several keywords that end users can text in to receive help. Values must be alphanumeric.
Note: This field is required if you manage the help keywords yourself (i.e., not using Twilio's Default or Advanced Opt-Out features). |
Step 3: Submit the registration via Mixmax
Once you have gathered and confirmed the registration details above, fill out the Google Form provided by our team.
Please double-check your details before submitting the registration request.
Step 4: Approval Process
That's it, and we will do the rest! Once you submit your registration application, Mixmax, our messaging provider (Twilio), and the mobile carriers will review it. This process typically takes several business days. The mobile carriers will validate your brand registration and campaign details and ensure compliance with their guidelines.
The Mixmax team will review and submit your registration information to Twilio for review and will follow up once we receive an update.
Step 5: Confirmation and Activation
Once we receive approval (this could take several days, depending on your campaign type), we will enable the SMS feature for your team and let you know when you're ready to go.
Check out how to enable and use SMS in Mixmax.
Best-in-Class examples
To help you model your campaigns for optimal engagement, here are some best-in-class examples:
Example 1: Retail Promotion Campaign
Description
"This Campaign will send exclusive discounts and promotions from XYZ Fashion Store to customers who have opted in."
Opt-in message flow
"End users opt-in by visiting www.xyzfashionstore.com and subscribing to SMS updates. They can also opt-in by texting JOIN to (123) 456-7890. Terms and Conditions at www.xyzfashionstore.com/terms. Privacy Policy at www.xyzfashionstore.com/privacy."
Message samples
"XYZ Fashion Store: Don't miss out on our weekend sale! Visit www.xyzfashionstore.com/sale to discover amazing discounts on your favorite brands. Happy shopping!"
"Hello from XYZ Fashion Store! As a valued customer, you're invited to our VIP event. Join us on [date] at [location] for an exclusive preview of our latest collection. RSVP by texting YES to (123) 456-7890."
Example 2: Appointment Reminder Campaign
Description
"This Campaign will send appointment reminders from ABC Dental Clinic to patients who have opted in."
Opt-in message flow
"Patients opt-in by completing our appointment booking form at www.abcdentalclinic.com/appointments. They can also opt-in by texting BOOK to (987) 654-3210. Terms and Conditions at www.abcdentalclinic.com/terms. Privacy Policy at www.abcdentalclinic.com/privacy."
Message samples
"ABC Dental Clinic: Just a friendly reminder that your dental appointment is scheduled for [date] at [time]. Please arrive a few minutes early. If you need to reschedule, call (987) 654-3210. We look forward to seeing you!"
"Hi [patient's name], ABC Dental Clinic here. It's time for your regular check-up. Schedule your appointment today by calling (987) 654-3210. Maintain your healthy smile!"
SMS compliance best practices and forbidden use cases
To learn more about SMS compliance best practices, check out Twilio's Guide to US SMS compliance.
To learn more about SMS and MMS forbidden use cases, check out Twilio's Forbidden Message Categories.
By understanding how A2P 10DLC works and why it matters, you can ensure reliable, compliant SMS communication with your audience through Mixmax. Registering for A2P 10DLC and completing brand registration shows your commitment to delivering valuable messages while maintaining trust with carriers and subscribers.