Registering brands and campaigns for 10DLC

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Emily Champion

Updated

There are two options when it comes to registering brands and campaigns. Either registering with The Campaign Registry (TCR) or registering through Bandwidth. Both options will require the association of campaign IDs to phone numbers (TNs) through the Bandwidth Dashboard.

Carrier views on brands and campaigns 

AT&T is focusing on the campaigns registered to each brand and building out throughput restrictions based on the type of campaign and use case. They have different surcharges based on the campaign class assigned, and having a single use case on a campaign lowers the surcharge. 

T-Mobile focuses on the brand rather than the campaign with a daily allowance for throughput allocated to the brand itself. If a brand has multiple campaigns under it, then the allowance is shared across all campaigns. They have a single flat rate when it comes to surcharges. 

Dedicated Campaign vs. Mixed Campaign

DEDICATED MIXED

PRO

When a single use case is on a Dedicated Campaign, non-compliant messaging only affects that one campaign.

PRO

Can use a single number for multiple use cases. Involves a single campaign fee.

CON

Increased cost, as each use case has to be registered as its own campaign.

CON

When use cases share a campaign, non-compliant messaging on one use case could suspend service for the entire campaign.  

Low Volume Campaigns

Low Volume Campaigns are designed for sending less than 15,000 messages a month across all carriers. These campaigns are designed for messages that aren't time-sensitive, as they're limited to 6 messages a minute on the AT&T network. These can be an excellent lower-cost option for use cases that aren't going to be volume-heavy. 

Sole Proprietor 

The Sole Proprietor type is available for customers who don't have an EIN number. It has the lowest throughput and the lowest cost. These are limited to 5 TNs per campaign. These customers are limited to 1,000 messages a day to T-Mobile. The T-Mobile Campaign Activation Fee will not apply to these campaigns. 

Standard use cases

Standard use cases are automatically approved.

2FA: Any one-time use passcode, authentication, or verification.

Account Notifications: Standard notifications for account holders.

Customer Care: Customer interactions, including account management and customer support.

Delivery Notifications: Status of delivery of a product or service.

Fraud Alert Messaging: Notifications about potentially fraudulent activity on a user's account.

Higher Educations: Messaging on behalf of colleges or universities, as well as school districts and educational institutions. This use case is not for the "free to the consumer" messaging model.

Low Volume Mixed: Brands that have multiple use cases but only need very low messaging throughput (ex: test or demo accounts, small businesses).

Marketing: Communications that include marketing or promotional content (ex: sale notifications, discount codes, etc).

Mixed: Any messaging campaign containing 2 to 5 standard use cases.

Polling and Voting: The sending of surveys and polling/voting campaigns in non-political arenas.

Public Service Announcement: Informational messaging to raise an audience's awareness about important issues.

Security Alert: Notification that the security of a system, either software or hardware, has been compromised and action is needed.

Specialty use cases

Specialty use cases require additional approvals and/or steps. The approval is not instant and may take additional time. 

Carrier Exemptions: Exemption by a carrier. Select this use case only if you have a previous agreement with the carriers or your campaign will be blocked. Please contact your Bandwidth Account Manager if you think you qualify. Not sure who your Account Manager is? Please open a ticket with your Bandwidth Support Team or hit us up at (855) 864-7776!

Charity: Communications aimed at providing help and raising money for those in need. This includes 501(c)(3) charities but not religious organizations. 501(c)(3) Tax-Exempt Organizations only.

Proxy: Peer-to-peer app-based group messaging with pooled/proxy numbers. Supports personalized services and non-exposure of personal numbers for the enterprise of A2P communications. When submitting, please describe your use case thoroughly to allow for the carriers to review as required. This use case typically utilizes number cycling from a number pool vs dedicated numbers for each agent (we recommend the Agents and Franchises use case for numbers dedicated to specific agents).

Sweepstakes: Gambling and sweepstakes messaging.

Group messaging: Peer-to-peer group messaging and/or supporting personalized services with non-exposure of personnel numbers for the enterprise.

Emergency services: Public Safety notifications are designed to support public safety/health during natural disasters, armed conflicts, pandemics, and other national or regional emergencies.

Agents, franchises, local branches: Brands that have multiple agents, franchises, or offices in the same brand vertical, but require individual localized numbers per agent/location/office. Please provide use case details when submitting, and allow time for carrier approval.

Large CSP free trial: Strictly controlled category for pre-approved Campaign Services Providers (CSPs). Must show spam mitigation controls and controlled onboarding of developers. Will have low throughput. Requirements are currently being finalized.

Political messaging: Part of an organized effort to influence the decision-making of a specific group. All campaigns must be verified. If an organization is a 501 (c)(3), it should register under the charity class. If a 527 organization needs to register, it should register with the Campaign Verify to receive a token that can then be input on the Brand page in order to register a political campaign. 

Social engagement: Communication between public figures/influencers and their communities. Restricted and upon business case review. Strictly limited.

Throughput

If you'd like to receive higher throughput, please make sure the brand information is accurate and doesn't include out-of-date or misspelled data. You can also pay for additional vetting but there is no guarantee that a higher tier will be assigned.

AT&T and T-Mobile specifications

AT&T

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 4500 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 the grace period   .004 .005 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* 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 number
K-12 Schools Special N/A N/A 720 Per number

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

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

T-Mobile daily brand limits

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

The Daily Bucket Maximum is shared between all campaigns under a brand. This Daily Bucket Maximum is also shared between SMS and MMS for the brand. 

Once the daily limit is reached Bandwidth customers should receive an error code 780 / 4780 back for messages that exceed the daily brand cap.

**Note: If a Bandwidth customer has a brand, with campaigns across several providers, all campaigns under the brand still share the daily bucket maximum, even if not all the campaigns are with the same provider.

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

How to register brands and campaigns through Bandwidth 

You can register brands and campaigns through Bandwidth using the Bandwidth Dashboard. For step-by-step instructions on how to do that, see How to register a brand for 10DLC and How to register a campaign for 10DLC.

Questions? Please open a ticket with your Bandwidth Support Team or hit us up at (855) 864-7776!

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