A2P Standard Brand Registration for 10DLC

Modified on: Wed, 7 May, 2025 at 10:50 AM

To comply with carrier requirements for Application-to-Person (A2P) messaging in the U.S., all businesses using 10-digit long code (10DLC) messaging must register their brand. This article explains the process of registering as a Standard Brand, which is required for most U.S. based businesses with a valid EIN (Employer Identification Number).

TABLE OF CONTENTS

What is A2P Standard Brand Registration?
Key Benefits of Registering as a Standard Brand
What Are the Requirements for Standard Brand Registration?
How to Register as a Standard Brand
Handling the "Maximum 3 Tries Exhausted" Error
Understanding Trust Scores & Throughput
Frequently Asked Questions
Related Articles

What is A2P Standard Brand Registration?

A2P messaging refers to any message sent from an application to a person — for example, automated marketing texts or appointment reminders. To send A2P messages in the U.S., you must register your brand and campaign(s) with The Campaign Registry (TCR) through your messaging provider (e.g., Twilio).

A Standard Brand is designed for businesses registered with an EIN. It allows greater messaging throughput and access to a wider variety of campaign use cases than Sole Proprietor brands.

Note: If your business does not have an EIN and only has one employee per company, you can register for sole prop here: A2P Sole Proprietor Brand Registration for 10DLC

Key Benefits of Registering as a Standard Brand

Higher message throughput compared to Sole Proprietor Brands.
Required for LLCs, corporations, and most U.S. businesses.
Improved trust score potential through EIN verification.
Enables access to broader campaign use cases.
Lower chance of carrier filtering or message rejection

What Are the Requirements for Standard Brand Registration?

Before registering, ensure you have the following:

Business Legal Name (must exactly match IRS records)
Valid EIN (Employer Identification Number) – U.S. only
Business Type: LLC, Corporation, etc.
Business Industry
Official Business Website
Business Address
Business Contact Information
Authorized Representative’s Name, Title, Email, and Phone Number

How to Register as a Standard Brand

Follow these steps carefully to complete your Sole Proprietor Brand registration:

Step 1: Navigate to Trust Center

Click on Settings from your sub-account.
Select Phone Numbers under Business Services.
Click on the Trust Center tab.

Step 2: Determine Profile Needs

Click on the Start Registering Now button under A2P Wizard tab.
Select Yes for 'Is the business entity you're registering located in the US and/or Canada?' option.
Select 'Yes, the business I'm registering has a tax ID' option.
Click on Continue.

Step 3: Add Business Details

Enter Legal Business Name as registered with the Government and mentioned in your tax documents (W2, W9 or CP 575). E.g. Leadconnector LLC rather than Leadconnector.
Enter your Business Type from the list.
Choose your Business Registration ID Type from the list.
Enter your Business Registration Number as per your country.
Select your Business Industry from the list of available industries.
Enter your Business Email.
Add your Website URL.
Select your Business Region of Operations from the list.
Click on Continue.

Important: A2P Brand registrations using newly generated US EINs (registered in the last 45 days), may be rejected by TCR.

Step 4: Add Business Address

Select your Country from the list.
Select State/Province/Region as it appears in the tax listing.
Add Street Address which must be a valid address linked to your business.
Enter City as it appears in the tax listing.
Enter Postal/Zip Code as it appears in the tax listing.
Click on Continue.

Step 5: Add Contact Info of Authorized Representatives

Add your First and Last Name.
Add your Email Address. (Use a business email like hi@yourdomain.com not @gmail or @outlook.com)
Add your Phone number as per your country.
Select Job Position from the list or select Other and add your job position.
Click on Continue.

Note: One email can be used for max 5 brands. Please use different email if you have already used the email for more than 5 brands.

Step 6: Choose Your Business Use Case

The Business Brand Type will be automatically set to "Low/High Volume Standard" based on the responses provided under Profile Needs.

Low Volume Standard

It is designed for businesses with a valid EIN that need moderate-scale messaging capabilities using 10DLC.
- Requires a valid EIN (Employer Identification Number)
- Supports multiple phone numbers
- Allows up to 6,000 SMS segments per day
- One-time registration fee of $23.95 (includes $3 Fast Track fee for approval within ~3 business days)
- Additional monthly campaign fee up to $12/month as per TCR rules
High Volume Standard

It is suited for larger businesses with high messaging needs, offering extensive daily capacity and multiple phone number support.
- Requires a valid EIN
- Supports multiple phone numbers
- Allows up to 600,000 SMS segments per day
- One-time registration fee of $68.05 (includes $3 Fast Track fee for approval within ~3 business days)
- Additional monthly campaign fee up to $12/month as per TCR rules
Select the Brand Type as per your need and click on Continue.

Step 7: Add Campaign Details

From the Campaign Use Case dropdown, select Low Volume Mixed or Mixed (recommended).You can also select a specific use case as per your need from the list.
In the Use Case Description field, explain what the campaign will be used for.

Example: This campaign sends appointment information - confirmation & reminder messages to customers once they have booked an appointment with company_name on website and opted-in to receive promotional and notification SMS from company_name.

Note: If you have an EIN but use a different brand name, include “We are doing DBA as [Business_Name]” in the Campaign Use Case Description. You can register up to 10 brands per EIN.

Add Sample Message #1 & #2
1. In the Sample Message #1 field, provide a message that includes:
  - Lead's Name
  - Your name
  - Business name
  - Opt-out language (e.g., Reply STOP to unsubscribe)
    
    Example: Hi John! This is Jane from company_name. Our appointment for July 20 at 11:00 AM is confirmed. Please reach out to (phone number) if you need to reschedule. Reply STOP to unsubscribe.
2. Provide a second sample message in the Sample Message #2 filed with the same required elements as above.
  
  Example: Hey Brian! This is Jane from company_name. I see you weren't able to make it to our appointment. Want to reschedule? - https://www.mycompany.com/book. Reply STOP to unsubscribe.
Choose Content Included in Your Messages

Select the options that your messages might include:
1. The message will include an embedded link.
2. The messages will include phone numbers.
3. The messages include age gated content as defined by Carrier and CTA guidelines.
4. The messages will include content related to direct lending or other loan arrangement.
Click on Continue.

To comply with carrier regulations, you’ll need to provide details on how your contacts give consent to receive messages and what your opt-in message looks like. Follow these steps:

In the "How do lead/contacts consent to receive messages?" field, explain how users opt in.
Be specific about the method (e.g., website form, SMS keyword).
Example: End users opt in by visiting https://www.mycompany.com/book and filling in their details. They check a box to receive notifications and promotional messages. Users can also text START to +1 (213) 725-2867 to provide consent.

Add the Opt-in Confirmation Message

In the "Opt-in Message" field, enter the confirmation message users receive once they’ve opted in.
This message must:
- Include your business name.
- Include the opt-out keyword like STOP.
Example: You have successfully opted in to receive notifications and promotional SMS from company_name. Reply STOP to unsubscribe.
Click on Submit.

⚠️ IMPORTANT NOTE:

Ensure all registration information matches government records exactly.
Non-compliance or errors will result in rejection and additional fees.
Consult a legal professional if unsure about privacy policy, terms of service, or messaging language.
Be aware of Sev-0 fines for prohibited content, which can range from $500-$2,000 per violation.

Handling the "Maximum 3 Tries Exhausted" Error

If you see the error "Maximum 3 tries exhausted", please fill out this form once you have collected the CP 575 Form. It means the registration attempts have failed due to mismatched or invalid business details.

Next Steps:

Obtain your CP 575 EIN Confirmation Letter (or request a 147c letter from the IRS if the CP 575 is unavailable).
Upload your business registration form in your support communication with us.
Email or send a screenshot of your CP 575 form to the HighLevel team.

We will submit this documentation on your behalf for Brand approval.

Important Tips:

Ensure the legal business name and EIN number exactly match what’s shown on the CP 575 form.
Do not use the business name found on W2 or W9 forms, as they may differ.
If the business name spans multiple lines on your CP 575/147c letter, you must enter all lines above the address line during registration.

Example:

ABC Holding Group Inc.
Division of Regional Services
123 Main Street
New York, NY 10001

The legal name to enter would be: ABC Holding Group Inc. Division of Regional Services

Understanding Trust Scores & Throughput

Once submitted, your brand will be vetted and assigned a Trust Score (0–100) by TCR.

Higher scores allow for higher Message Throughput (MPS) and better delivery rates. The Trust Score is determined based on your submitted information — EIN match, business type, domain verification, and more.

Check out our article for more information: Trust Scores and MPS Explained

Frequently Asked Questions

Q: What’s the difference between Sole Proprietor and Standard Brand?
Sole Prop is for individuals without an EIN. Standard Brand is for registered U.S. businesses with an EIN.

Q: Why was my brand rejected?
Likely reasons include EIN mismatch, invalid website, or use of a PO Box.

Q: Can I add new numbers after completing A2P Brand and Campaign Registration?
Yes. Any numbers you add after your brand and campaign are approved will be automatically registered under the same campaign — no resubmission is needed. It may take several days for registration to complete.

Q: How much does this cost?
Fees vary, checkout our article on Understanding A2P 10DLC Messaging Fees: Registration, Monthly, and Carrier Costs.

Q: Can I register multiple campaigns under one Standard Brand?
Yes, you can register multiple use-case-specific campaigns.

Q: I don't want to deal with all of this. Is there any alternative for me and my clients?
Yes, you can bypass A2P 10DLC by switching to Toll-Free Numbers. These also require registration, but the process is free and less complex. You can continue messaging in the U.S. without A2P 10DLC restrictions. See: Toll-Free Verification Guide for LC - Phone (US/Canada)

Q: How do we move from low volume sending to higher volume sending?
Please reach out to HighLevel support. We’ll share a form that you can submit, and our team will create the brand and campaign manually in the backend for increased throughput.

Q: Does this apply to only marketing campaigns or does it apply to all SMS?

A2P 10DLC is applicable for all Application-to-Person texting like marketing SMS, reactivation campaigns, appointment reminders, prospecting, billing alerts, 2FA login codes, etc.

Q: How can I become compliant?

Please refer to the following help articles:

Q: How do I request this info from my clients?

You can use the following forms to collect this information from your clients

[Google Doc Link] [Printable PDF Link]