10DLC Overview

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Emily Champion

Updated

T-Mobile update

T-Mobile has announced a new date for the increase of per-message fees for unregistered traffic as well as the enforcement date for the $50 Campaign Activation fee for new or migrated campaigns. Both of these fees will begin on March 1, 2022. 

The following T-Mobile per-message fees went into effect on April 1, 2021, and continue to apply to all registered traffic:

  • $.003 for Inbound and Outbound SMS
  • $.01 for Inbound and Outbound MMS

The fees for unregistered traffic will be increased starting March 1, 2022:

  • $.004 for Inbound and Outbound SMS
  • $.013 for Inbound and Outbound MMS 

Beginning March 1, 2022: Campaign Service Activation/Migration - $50 per campaign one-time pass through fee (doesn't apply to Sole Proprietor use case).

Beginning June 1, 2022: Sole Proprietor Campaign Activation or Migration - $1 per sole proprietor campaign one-time pass through fee.

The following fees are still enforced beginning October 1, 2021:

  • T-Mobile NetNumber ID (NNID) Registration - $2,000 per NNID
  • 10DLC Long Code Messaging Program Evasion - $1,000 per event
  • Text Enablement - $10,000 per event
  • Content Violation - $10,000 per event 

Note: An "event" is an instance of evading the 10DLC guidelines. 

T-Mobile has also reduced 10DLC messaging fees for approved 501(c)(3) charitable organizations, emergency, and educational campaigns, effective January 1, 2022. All campaigns approved by T-Mobile for reduced messaging fees must comply with TCPA laws, CTIA Best Practices, and T-Mobile Messaging Guidelines.

AT&T update

AT&T's grace period is ending on March 1, 2022. The following fees apply for registered traffic:

  • $0.002 for Outbound SMS
  • $0.0035 for Outbound MMS

Beginning March 1, 2022, unregistered traffic will incur the following fees for AT&T:

  • $0.004 for Outbound SMS
  • $0.0035 for Outbound MMS

Note: AT&T has delayed the previously announced higher MMS surcharge ($0.005) for unregistered traffic. We'll update this article once the new date is announced.

For more information, see T-Mobile 10DLC and AT&T 10DLC. To avoid increased fees, please register your Brands and Campaigns as soon as possible:

  • If you want to register with The Campaign Registry (TCR) directly, reach out to your Account Manager or Bandwidth Support Team to enable your account. Please share your campaigns with Bandwidth so they can be imported to your account.
  • If you want to use Bandwidth to register your brands and campaigns, your Account Manager is also ready to help. Not sure who your Account Manager is? Please open a ticket with your Bandwidth Support Team or hit us up at (855) 864-7776.


This overview represents Bandwidth's most current understanding of mobile carrier plans to introduce additional requirements and fees for sending messages using local phone numbers intended for their respective mobile carrier subscribers. Many of these details are still being finalized, but we'll continue to update this article as we learn more or as mobile carrier requirements change.

What's happening?

Certain mobile carriers are adjusting the throughput caps they've historically enforced on local messaging for business senders, also known as application-to-person (A2P) programs, while imposing new registration requirements and paying additional fees. The throughput limits will vary, but wanted messages in registered campaigns should receive better throughput than the traditional 1 message per second (MPS).

Note: Not registering A2P campaigns with The Campaign Registry doesn't bypass the mobile carriers’ additional per-message fees. 

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What do I need to know?

Verizon launched their 10DLC program in February 2020 without a pre-registration requirement for A2P senders. Verizon’s A2P program supports additional throughput to Verizon subscribers on all local phone numbers but also includes increased per-message A2P fees. Meanwhile, AT&T and T-Mobile have created plans of their own, which have new and different requirements for local number message senders.

As AT&T and T-Mobile release more information, we'll provide updates on these requirements, including the key differences between the various rules Verizon, AT&T, and T-Mobile all seek to impose.

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Verizon

Verizon has a per-message surcharge for Outbound SMS and MMS. The SMS surcharge is $.0025 and the MMS surcharge is $.005. There are no additional charges or requirements for registering brands or traffic. Throughput limitations towards Verizon can be found below and for more about Verizon 10DLC, please see Verizon 10DLC.

Message Type Throughput*
SMS 6,000 TPM (Transactions Per Minute)
MMS 25 TPS (Transactions Per Second)

*Throughput is measured at the TN level

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AT&T

AT&T has created a class-based system with different fee amounts depending on the class assigned to a given campaign during the registration process. AT&T has also selected The Campaign Registry (TCR) as a third-party vendor to run their campaign registries. Bandwidth customers can choose to either register their A2P campaigns with TCR directly or work with Bandwidth to register campaign information with TCR.

AT&T's grace period for registration has ended on March 1, 2022. All registered outgoing traffic to AT&T incurs a $0.002 surcharge for SMS and a $0.0035 surcharge for MMS. All unregistered outgoing traffic to AT&T incurs a $0.004 surcharge for SMS and a $0.0035 for MMS. In addition, varying rates for the classes haven't gone into effect yet; therefore, all surcharges are charged at a flat rate based on the registration status.

Note: AT&T has delayed the previously announced higher MMS surcharge ($0.005) for all unregistered traffic until further notice.

Below are the classifications established by TCR and AT&T. For use case definitions and information about the 10DLC registration process, please see Registering Brands and Campaigns for 10DLC.

Note: Special use cases will require additional vetting. The classification process and risk classification are proprietary to TCR.

Message  Class Use Case Campaign Type SMS Fee MMS Fee AT&T Messages Per Minute (MPM) Rate Limit Settings
A & B Russell 3000 Standard .002 .0035 4,500 Per Campaign
C & D

Large Business

(Vetting required to move from E & F to a higher class)

Standard .002 .0035 2,400 Per Campaign
E & F Medium Business Standard .002 .0035 240 Per Campaign
T Small Business Standard .002 .0035 75 Per Campaign
W Very Small Business/ Sole Proprietor Standard .002 .0035 15 Per Campaign
Not Tagged/ No Class Untagged traffic after grace period   .004 .0035 Treated at P2P
throughput rates
and SPAM filters
Per Number
G Group Messaging Special .002 .0035 60 Per Number
K Political Messaging Special .002 .0035 4500 Per Campaign
N** Insurance Agents, Franchises, Banks Special .003 .0035 60 Per Number
P Charity (Nonprofit 501(c)(3)) Special N/A N/A 2400 Per Campaign
S* Social Media Platform Special .002 .0035 60,000 Per Campaign
X Govt Emergency/ Public Safety Special N/A N/A 4500 Per Campaign
K-12 Schools Special N/A N/A 720 Per Number
Z Platform Free Trial Special .002 .0035 6 Per Number

*Platform must obtain "double opt-in" consent from customers and Carrier Approval is required

**Class N requires a minimum of 10 Agents/Branches for a campaign with a maximum of 5,000 Agents/Branches per campaign. 

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T-Mobile

The following T-Mobile per-message fees went into effect on April 1, 2021 and continue to apply to all registered traffic:

  • $.003 for Inbound and Outbound SMS
  • $.01 for Inbound and Outbound MMS

The fees for unregistered traffic will be increased starting March 1, 2022:

  • $.004 for Inbound and Outbound SMS
  • $.013 for Inbound and Outbound MMS

Note: T-Mobile has announced that all of the following fees, except for the Grey Route and the Special Business Review Request will be enforced beginning October 1, 2021. T-Mobile will begin enforcing the Campaign Registration (new and migration) fee of $50 per campaign, effective March 1, 2022.

T-Mobile has also announced reduced 10DLC messaging fees for approved 501(c)(3) charitable organizations, emergency, and educational campaigns, effective January 1, 2022. All campaigns approved by T-Mobile for reduced messaging fees must comply with TCPA laws, CTIA Best Practices, and T-Mobile Messaging Guidelines. See this announcement for more information.

Non-recurring fees: 

  • Campaign Activation or Migration: A $50 one-time pass-through fee for each campaign registered. This fee does not apply to the Sole Proprietor use case (see below). This fee will begin applying for any newly created or migrated campaign on March 1, 2022.
  • Sole Proprietor Campaign Activation or Migration: A $1 one-time pass through fee for each sole proprietor campaign registered. This fee will begin applying on June 1, 2022.
  • T-Mobile NNID Registration: A $2,000 one-time fee for customers that choose to utilize a custom NNID. This doesn't apply to most Bandwidth customers.
  • Special Business Review Request: A $5,000 one-time fee for when a customer has an edge use case, such as the use of proxy numbers for business or rideshare, or the brand needs a higher daily throughput than assigned by T-Mobile. Please see the Special Business Review section below for more information. A minimum 30 day notice will be communicated prior to enforcing this fee.

Non-compliance fees for violation of practices spelled out in the T-Mobile Code of Conduct:

  • Text Enablement: A $10,000 pass-through fee if T-Mobile receives a complaint where you or your message sender text-enables a 10-digit NANP telephone number and sends messages prior to verification of message sender ownership and/or letter of authorization.
  • Grey Route: A $10 fee per message if A2P messages are sent over P2P routes. This fee is waived until further notice.
  • 10DLC Long Code Messaging Program Evasion: A $1,000 pass-through fee if a program is found to be using techniques such as snowshoeing, dynamic routing, or unauthorized number replacement.
  • Content Violation: A $10,000 pass-through fee for each unique instance of the third or any subsequent notification of content violating the T-Mobile Code of Conduct involving the same content provider. This includes SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco) violations, spam, phishing, and messaging that meets the Severity 0 violation threshold per the CTIA Short Code Monitoring Handbook.

T-Mobile Daily Brand Limits

*Daily Bucket Maximums are inclusive of T-Mobile, Sprint, and their MVNOs.

Risk Score Qualification  Vetting Type Score Bucket Range Maximum*
High-Performance Default 75 200,000
Low-Performance Default 0-24 2,000 
High 3rd Party 3rd Party 75-100 200,000
Upper Mid 3rd Party 50-74 40,000
Lower Mid 3rd Party 25-49 10,000 
Low 3rd Party 0-24 2,000 
Special N/A Discretionary Discretionary

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US Cellular

US Cellular is charging per-message surcharges of $0.005 for outbound SMS and $0.01 for outbound MMS. There are no requirements for registering brands or traffic at this time.

Note: As of June 1, 2021, US Cellular is also charging per message surcharges on P2P traffic. For more information, please see US Cellular P2P surcharges.

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Terms and definitions

Application-to-person (A2P): As defined by the CTIA, all commercial or business messaging is now considered A2P traffic, whereas person-to-person (P2P) is reserved for mobile end user exchange only, barring exemptions. 

10 Digit Long Code (10DLC): The traditional long code phone number which can be utilized for both voice and messaging. Historically, it's been used for P2P communication but in the past few years more businesses have begun to utilize these numbers to send messages.

The Campaign Registry (TCR): The newly conceived third-party central hub designated by AT&T and T-Mobile for registering A2P 10DLC messaging campaigns. The Campaign Registry was chosen by AT&T and T-Mobile to register application-to-person (A2P) text messaging campaigns.

Content Provider: The actual brand/entity that is crafting the message content payload to the subscriber.

Direct Connect Aggregator (DCA): A company that has a direct connection to a Mobile Network Operator (MNO) Gateway and transmits messages on behalf of its customers or “content providers”. Bandwidth is an example of a DCA.

Campaign Service Provider (CSP): The primary user of TCR. A CSP works with multiple brands to create and launch SMS messaging campaigns. A customer supporting a large number of different brands may find it easier to work directly with TCR. Customers with fewer brands may want to use Bandwidth as their CSP.  

Brand: The company or entity initiating messages to the consumer.

Campaign: A collection of information used to identify use case and CTIA compliance for carrier evaluation. A campaign requires details such as message examples and industry vertical

Class (AT&T Only): There are approximately 15 different classes that may be assigned to a campaign by TCR based on a proprietary system of evaluation established by AT&T. Class assignment is based on elements such as brand identity verification, industry, and use case/campaign type. The class assignment will determine the campaign throughput and per-message surcharge for the campaign. Standard use cases will receive a class assignment immediately upon submission of the campaign (e.g., marketing, customer alerts, account notifications), while special use cases will require external vetting after submission but prior to activation (e.g., political, non-profit).

Reseller: According to TCR, a reseller is a company that supports multiple brands and resells the services of the DCA. 

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Additional resources

For more information about 10DLC, check out our other support articles:

Comments

Bandwidth Support Team

T-Mobile update: Per-message surcharges went into effect on April 1, 2021. However, the April 1 date for the special business review and campaign activation fees has been postponed. T-Mobile will provide a 30-day notice ahead of the new date.

AT&T update: To address specific use cases and allow time for additional campaign registration, AT&T has extended the registration grace period until further notice.

10DLC pass-through fees went into effect on March 1, 2021. However, AT&T is temporarily offering discounted SMS and MMS rates during the registration grace period. Beginning March 1, the following discounted rates continue to apply:

  • SMS will be flat rated for all classes at $0.002 per message sent
  • MMS will be flat rated for all classes at $0.0035 per message sent

AT&T will provide at least a 30-day notice of any changes to these discounted rates. Unregistered traffic will continue to be subject to P2P spam policies and traffic throughput restrictions, as well as the above discounted rates.

As of July 1, both AT&T and T-Mobile will begin charging surcharges for toll-free traffic. We've posted them in our carrier surcharges article, so that you can begin calculating the impact it will have on you. 

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Bandwidth Support Team

T-Mobile update: T-Mobile is expected to throttle unregistered traffic and increase per-message fees for it from $0.003 to $0.004 for Inbound and Outbound SMS, and from $0.01 to $0.013 for Inbound and Outbound MMS beginning October 1, 2021. The following additional fees will also be enforced on that date:

  • Campaign Service Activation Fee - $50 per campaign (doesn't apply to the Sole Proprietor use case)
  • Campaign Service Migration Fee - $50 per campaign (doesn't apply to the Sole Proprietor use case)
  • T-Mobile NNID Registration - $2,000 per NNID
  • 10DLC Long Code Messaging Program Evasion - $1,000 per event
  • Text Enablement -  $10,000 per event
  • Content Violation - $10,000 per event

AT&T update: AT&T hasn't announced specific enforcement details yet, so the following discounted per-message fees continue to apply:

  • $0.002 for Outbound SMS
  • $0.0035 for Outbound MMS

For more information, see T-Mobile 10DLC and AT&T 10DLC. To avoid increased fees, please register your Brands and Campaigns as soon as possible:

  • If you want to register with the The Campaign Registry (TCR) directly, reach out to your Account Manager or Bandwidth Support Team to enable your account. Please share your campaigns with Bandwidth so they can be imported to your account.
  • If you want to use Bandwidth to register your brands and campaigns, your Account Manager is also ready to help. Not sure who your Account Manager is? Please open a ticket with your Bandwidth Support Team or hit us up at (855) 864-7776.

US Cellular update: US Cellular per-message surcharges went into effect on July 1, 2021. There's no action required at this time. These surcharges will continue to be automatically added to your future invoices. For more information, please see US Cellular P2P surcharges.

Toll-free update: As of July 1, 2021, both AT&T and T-Mobile continue charging surcharges for toll-free traffic. For more information, please see carrier surcharges and how they are applied.

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Bandwidth Support Team

T-Mobile update: T-Mobile has delayed the increase of per-message fees for unregistered traffic from $0.003 to $0.004 for Inbound and Outbound SMS, and from $0.01 to $0.013 for Inbound and Outbound MMS. They have also delayed the $50 Campaign Activation fee. Both of these fees will instead be going live on December 1, 2021 to allow for additional time to register. The following fees will still be enforced beginning October 1, 2021:

  • T-Mobile NNID Registration - $2,000 per NNID
  • 10DLC Long Code Messaging Program Evasion - $1,000 per event
  • Text Enablement - $10,000 per event
  • Content Violation - $10,000 per event
The campaign registration fees will be waived until further notice:
  • Campaign Service Activation - $50 per campaign (doesn't apply to Sole Proprietor use case)
  • Campaign Service Migration - $50 per campaign (doesn't apply to Sole Proprietor use case)
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Bandwidth Support Team

T-Mobile update: T-Mobile has reduced 10DLC messaging fees for approved 501(c)(3) charitable organizations, emergency, and educational campaigns, effective January 1, 2022. All campaigns approved by T-Mobile for reduced messaging fees must comply with TCPA laws, CTIA Best Practices, and T-Mobile Messaging Guidelines. See this announcement for more information.

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Bandwidth Support Team

T-Mobile update: Effective March 1, 2022, T-Mobile is increasing surcharges for unregistered inbound and outbound 10DLC SMS and MMS traffic.

  • The SMS surcharge is changing from $0.003 to $0.004 per message.
  • The MMS surcharge is changing from $0.01 to $0.013 per message.

Additionally, T-Mobile will begin enforcing the Campaign Registration (new and migration) fee of $50 per campaign, effective March 1, 2022. Surcharges for registered traffic will remain $0.003/$0.01 (SMS/MMS) for both inbound and outbound.

To avoid the increased surcharges and registration fees, register your 10DLC traffic in advance of March 1, 2022.

AT&T update: Effective March 1, 2022, AT&T is increasing surcharges for unregistered outbound 10DLC SMS and MMS traffic.

  • The SMS surcharge is changing from $0.002 to $0.004 per message.
  • The MMS surcharge is changing from $0.0035 to $0.005 per message.

Note: AT&T has delayed the higher MMS surcharge ($0.005) for unregistered traffic. We'll post a new comment once the new date is announced.

Additionally, unregistered traffic will be slowed down to P2P throughput rates. Surcharges for registered traffic will remain $0.002/$0.0035 (SMS/MMS).

To avoid the increased surcharges and slowdowns, register your 10DLC traffic in advance of March 1, 2022.

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