A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via standard 10-digit long code (10DLC) phone numbers. Carriers in the US consider all LC Phone / Twilio traffic to be A2P. Carrier's A2P 10DLC offerings provide better delivery quality and lower filtering risk than long code SMS of the past, using the same phone numbers.

A2P 10 DLC Registration and Compliance is ONLY applicable for sub-accounts using US number(s) for messaging.

Covered in this article:

What is A2P 10DLC?

What has changed recently?

What is the problem due to the new changes?

What best practices to follow during this transition period?


Other Related Articles

What is A2P 10DLC?

A2P 10DLC compliance and regulatory framework is a complex procedure that all agencies/clients need to follow to send Application-to-Person (A2P) texts like marketing messages, promotions, appointment notifications & reminders, etc. 

This is NOT specific to HighLevel, LC Phone or Twilio. ALL messaging services and platforms need to go through the compliance steps.

What has changed recently?

Earlier sub-accounts were automatically registered for a free starter brand when they were migrated over to LC Phone. But effective 3rd November 2022, carriers have deprecated the ability to register new Starter Brands due to updated registration requirements from The Campaign Registry (TCR). Customers would no longer be able to submit new Starter Brand registrations or be registered automatically when they move to the LC Phone system. (We know. We're sad too!)

A new standard brand category has now been created by TCR called - Low Volume Standard Brand. 

The new Low Volume Standard Brand will be available on the HighLevel platform by November 25th, 2022, and should be used if you or your clients have a Tax ID (EIN) and low traffic requirement (less than 6,000 messages per day). Low Volume Standard Brands can be used for mixed messaging campaigns with multiple use cases, multiple numbers per campaign, higher throughput, and lower filtering.

Low Volume Standard Brand registration will be available for ~$4 USD (approx) one-time verification charge and a monthly fee of ~$2 USD (approx).

Basically, this means no more free Starter registration for your sub-accounts (locations). Everyone will need low-volume standard brands at the least

Silver lining
- Campaign registration fees of $50/campaign setup will be waived
- Standard Brand and campaign registrations were previously available for $94 USD which has been drastically reduced to $2 in most cases

What is the problem due to the new changes?

With the new changes, no new Starter Brand Registration will be processed. So with no A2P registration, the messages will see the below issues:

  • High filtering from carriers, increase in messages ending with 30007 error.
  • Higher carrier charges because your messages will be marked as "unregistered traffic"
  • Risk of being blacklisted as a spammer
  • Penalties from carriers for spamming

The likelihood of these problems will increase if you send high volume SMS (200+ SMS/day), have a high error rate, have a high opt-out rate, or if the carrier suspects you of sending spam content.

What is LeadConnector Phone doing regarding this?

Based on the new changes, we are making drastic changes in the A2P 10DLC registration flow, and in the next two to three weeks we are planning to release multiple features that may help you and your clients mitigate the risks mentioned above.

Creating Business Profiles

This feature will allow you and your clients to fill in all the details like EIN number, business owner's contact name, phone number, email, address, etc. This will create a business profile (aka Sender profile) for you and your clients. 

Once the Profile is set up, you and your clients will be able to do the A2P 10DLC registrations in-app.

We are also bringing in other regulatory and compliance frameworks to help you and your clients. For example

  1. Automated A2P 10DLC Low Volume Sender Registration - ETA Nov 30, 2022
  2. Shaken/STIR - ETA Dec 2022
  3. Verified CallerID - ETA Dec 2022
  4. CNAM Caller ID - ETA Dec 2022
  5. Automated Tollfree Registration - ETA Dec 2022
  6. Branded Calls - Q2 2023

Please note that manual Toll free registrations is already available. Please head over to sub-account (location) settings -> phone numbers -> toll free registration tab

What best practices to follow during this transition period?

General Considerations

We have seen patterns in carrier violations, carrier filtering, and SPAM scores. We are sharing those with you to minimize the risk of your messages being flagged by carriers

  1. Avoid sending exact same text SMS in bulk and to a large list at once. Using graduated sending in our bulk actions feature has been proven successful. Send in batches of less than 100 over the next X days.
  2. In case URLs are being sent as part of the SMS, avoid using the shortened URL and use the whole URL(the actual long URL has a better deliverability rate unless reported by the carrier).
  3. Make sure all the messages via campaign and bulk already have the Unsubscribe keywords mentioned. As our default feature auto-appends, the keywords to the first SMS sent to a new contact but adding it to all the messages that go out would significantly reduce the risks
  4. Including the sender's name (person's name and not business name) in all the messages will also reduce the filtering to a certain degree
  5. Enable Number Validation in your location settings so that the bulk actions do not retry sending to landline numbers, not-in-service numbers, or bad numbers. High error rates are one of the main metrics that carriers look for

Apart from these, the best way would be to buy a toll-free number and start the registration process as it will help in reducing the filtering even before the registration is fully completed (which takes around 2-3 weeks but the benefits start immediately)

What is the problem with doing A2P 10DLC on my own if I am using my own Twilio?

Outside of HighLevel LC Phone, if the agencies wish to tackle the A2P 10DLC compliance on their own, the process looks like this

  1. Become an ISV yourself
  2. Register yourself as a Primary Profile (Brand)
  3. Register all your clients one by one as Secondary Profiles (Secondary Brand)
  4. Pick a use case for each of your clients one by one
    1. The mixed-use case category serves well for Starter secondary profiles that send less than 3000 SMS/day and use less than 5 long-code phone numbers
    2. For locations that exceed the limits above, standard registration is required that may / may not be a mixed-use case category. This requires documents to be uploaded on behalf of each client manually.
  5. Upload documents and create a messaging service one by one
  6. Attach phone numbers to that messaging service one by one

As you may realize, this is not practical for most agencies out there. Therefore we are working hard to provide an easier turnkey solution for you and your clients by November 25, 2022.


What is the pre-requisite for A2P Standard registration?

The prerequisite to A2P registration is to create a business profile providing the EIN and additional business registration information.

Are there any charges associated with the Low Standard brand registration?

Yes, there is a one-time $4 USD and a monthly Campaign Fee ($1.5 USD to $10 USD). For most cases, we have seen this to be $2/month.

I am still unsure of what all this means. What do I do?

For now, if you are unsure about how A2P 10DLC compliance works, it will be the best strategy to ditch local & mobile numbers and start using Toll-Free numbers altogether as explained here

What information would be required from the sub-account to move with the registration?

The sub-account will need a business registration EIN and some additional info like address, website and etc.

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