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 s with The Campaign Registry (TCR) or registering through Bandwidth. both options will require the association of Campaign IDs to 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. 

If registering directly with TCR, we've been told the pricing is a $4 one time fee for each brand as well as a $30 quarterly charge per campaign or a $6 quarterly charge per low-volume campaign. If you're registering with Bandwidth, please check with your account manager for pricing. Not sure who your account manager is? Please open a ticket with your Bandwidth Support Team or hit us up at (855) 864-7776!

Tips and tricks for registering a campaign

Dedicated campaign vs. mixed campaign

DEDICATED MIXED

PRO

Better AT&T surcharges and potentially better throughput. When a single use case is on a dedicated campaign, non-compliant messaging only affects that one campaign.

PRO

Can use single number for multiple use cases. 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. Higher AT&T surcharges for mixed campaigns. 

Low volume campaigns

Low volume campaigns are designed for sending less than 15,000 messages a month across all carriers. The 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 

For customer who do not have an EIN number, the Sole Proprietor type is available. It has the lowest throughput and is also the lowest cost. These customers are limited to 1,000 messages a day to T-Mobile. 

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 potential fraudulent activity on a user's account.

Higher Educations: Messaging on behalf of colleges or Universities as well as School Districts and education 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 an action is needed.

Specialty Use Cases

Speciality use cases require additional approvals and/or steps. The approval is not instant and may take additional time. More details about the requirements for Charity, Social, Emergency, and Sole Proprietor customers are coming soon!

Carrier Exemptions: Exemption by 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 doesn't include religious organizations.

Conversational: Peer-to-peer app-based group messaging with pooled/proxy numbers. Supports personalized services and non-exposure of personal numbers for enterprise of A2P communications. When submitting, please describe your use case thoroughly to allow for the carriers to review as required.

Sweepstakes: Gambling and sweepstakes messaging.

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

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

Insurance agents, franchises, local branches: All franchises/agents of the same brand. Only 1 TN per franchise/agent with a minimum of 10 agents and a maximum of 5000. No marketing/promotional messaging is allowed. 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 organized effort to influence decision making of a specific group. All campaigns must be verified. More details to come!

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. For AT&T, a declared use case will receive higher throughput than a mixed use case. 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

Message Tier Use Case (Risk Level) Use Case Brand Registration Score / Requirements T-Mobile Daily Cap Per Brand AT&T Text Per Minute (TPM) AT&T Message Per Second (MPS)
A/Top Standard (Low risk provider) Declared Use Case 76-100 200,000 3,600 60
B Standard (Low risk provider) Mixed/Marketing 86-100 200,000 3,600 60
C / High Mid Standard (Medium risk provider) Declared Use Case 51-75 40,000 600 10
D Standard (Medium risk provider) Mixed/Marketing 68-85 40,000 600 10
E / Low Mid Standard (High risk provider) Declared Use Case 16-50 10,000 60 1
F Standard (High risk provider) Mixed/Marketing 26-65 10,000 60 1
T/Low Basic / Unregistered  / Low volume velocity Low Volume Mixed 15-25 2,000 12 0.2
G Special Conversational Messaging MNO Post-approval TBD 600 10
P Special Charity Vetting Required TBD 60 1
S Special Social Vetting Required  MNO Pre-approval TBD 60,000 1,000
Q Special Political Messaging Vetting Required TBD 3,000 50
X Special Emergency Services / Public Services MNO Pre-approval TBD 3,000 50
Z Special Large CSP Free Trial Offers MNO Pre-approval TBD 60 1
N Special* Agents, Franchise, Local Branches MNO Post-approval TBD 3,600 60

Registering a brand and campaign

Note: This information is subject to change based on the requirements of The Campaign Registry.

* Denotes a required field

The first step is registering your Brand, this is a one time set up and you will only be asked this if you have yet to complete it. You will be asked if you are a reseller or not as well. A reseller is someone who supports multiple brands besides their own. They are reselling Bandwidth's services and will then be able to register out additional Brands besides their own. 

Register your Brand

Once you log into the Bandwidth Dashboard, you should see Campaigns in the navigation bar. If you select it and you have not yet registered your brand, you will be directed to the landing page.

Once on the landing page, if you select REGISTER MY BRAND you will be prompted with a pop-up modal with a series of forms to register your 1) reseller if necessary and 2) brand.

The first section is where you will enter your brand details. Once you enter all the required information, you can hit next to go to the Brand Contact Details section.

Direct Customer

If you are a direct customer and will not be managing brands and campaigns for other companies, you can select the Direct Customer option and submit the form to register your brand.

Reseller

If you are a reseller, you can select the Reseller option and enter the required information to submit and register your reseller and brand.

Brand List

After successful registration of your brand, you will be directed to the Brand List page. If you are a Direct Customer, you will only be able to see your brand. If you are a Reseller, you will see your Customer Brand list in addition to your brand.

Register Customer Brands

If you are a reseller, you can add as many customer brands as you would like. From the brand list page if you select the ADD CUSTOMER BRAND button, you will be prompted again with the Brand Details form.

Edit Brands

You can edit both your brand, and your customer brands by hitting the EDIT button next to the brand you would like to update. Select Brand fields are editable once they have been registered, and may trigger a re-score of the brand from TCR.

 

Campaign registration

Once you log into the Bandwidth Dashboard, you should see Campaigns in the navigation bar. If you select it, you will be routed to the Brands sub navigation. From there you can select the Campaigns sub navigation which is where you will see a list of the campaigns that have been previously registered on your account.

If you have not previously registered a campaign you will see CREATE A NEW CAMPAIGN. If you select CREATE A NEW CAMPAIGN or + NEW CAMPAIGN you will be prompted with the campaign registration form.

The first section is where you will select the brand you want to associate with the campaign.

The second section is where you will select the campaign use case(s).

Standard use case

For standard use cases, you only need to select one to proceed to the next section.

Mixed use case

For mixed use cases (Mixed or Low Volume Mixed), once selected, you will see sub-use cases display below. You must select two or more to continue to the next section.

Special use case

Special use cases are on the right side of the form. These use cases need to go through MNO manual approval processes and may not be approved for some time after registering.

The third and final section is where you will enter the campaign details.

Campaign List

Once you successfully register a campaign, you will be navigated back to the campaign list page 

Campaign Statuses

While on the campaign list page, you will be able to view the statuses of you campaigns

Campaign Status

The campaign statuses are - 1)ACTIVE or 2)EXPIRED. Immediately after registering a campaign, it will be in the ACTIVE status. A campaign will only become EXPIRED if you take the action to deactivate the campaign yourself, or if auto-renewal is turned off for the campaign.

MNO Status

The MNO (carrier) statuses are - 1)REVIEW, 2)APPROVED, 3)REJECTED, or 4)SUSPENDED. For standard use cases, immediately after registering a campaign, all MNO statuses will be APPROVED. For special use cases, all mno statuses will be REVIEW, and is subject to a manual review process. An MNO Can suspend and/or unsuspend a campaign at any time at their own discretion.

Note: 1) Campaign Status and MNO Statuses are entirely independent of each other. A campaign can be in ACTIVE status, but still be in REVIEW, REJECTED, or SUSPENDED by one or more MNOs. 2) If a campaign has an EXPIRED status or if any of the MNO statuses are not APPROVED, then the campaign cannot be associated to a TN in our system. If a campaign has already been associated to TN(s), and the campaign becomes EXPIRED or an MNO suspends the campaign, it will be removed from those TN(s).

Error Messages

We have some asynchronous processing that happens behind the scenes after registering a campaign. In the event of a processing delay, the campaign in question will have an error message displayed next to it on the campaign list page. Processing should be complete within one hour. If a campaign is seeing a processing delay, it will not be eligible to be assigned to a TN until it is resolved.

View Campaign Details

While on the list page, you can click on a Campaign ID to navigate to the campaign details page. Here you can view the Carrier Term Preview, and associated campaign information.

Edit Campaign

You can edit your campaign by selecting the EDIT CAMPAIGN button from the details page. The only fields that are editable are - Sample 1-5 and Auto-Renewal

Deactivate Campaign

You can deactivate your campaign by selecting the DEACTIVATE CAMPAIGN button from the details page.

You will be prompted with a warning message and have the ability to confirm the action. This action cannot be reversed. Deactivating a campaign will change the Campaign Status to EXPIRED, and will remove the campaign from all TNs in our system.

Campaigns in EXPIRED status cannot be edited or deactivated.

 

Assign a Campaign to a TN

This step is applicable if you are registering Brands through Bandwidth or TCR. You should see Numbers in the navigation bar. If you select it, you will be routed to a sub navigation where you will see My Numbers. If you select it, you can search for a TN and view the details page.

Once on the TN details page, you can scroll to the bottom where you will see SMS Settings. Ensure SMS Settings is on, and that use location defaults is off. You will see a dropdown labeled A2P Campaign ID. Your campaigns will be found in the dropdown. When you select a Campaign ID the Message Class field will auto-populate with the message class assigned from TCR. When you click the Save button, the TN will be associated with the Campaign ID and will be ready for use.

Note: If you don't see the Campaign ID in the dropdown, it's likely that - 1) it has not been approved by all Mobile Network Operators (MNOs), 2) it has been deactivated and is in EXPIRED status 3) background processing has been delayed for your campaign. This should be resolved within 1 hour of initial registration.
For a full list of status values and descriptions, please see our campaign FAQs

For more info on TNs, please see our number ordering guide

Bulk Assignment of a Campaign to Multiple TNs

You should see Numbers in the navigation bar. If you select it, you will be routed to a sub navigation where you will see Upload Line Features. If you select it, you will see the Choose a .csv file to import field. Sample CSV format is as follows -

TN
TN
A2pSettings
CampaignId
A2pSettings
Action
9192491000 CABCDEF asSpecified
9192491001 CEFGHIJ asSpecified
9192491002 C0123456 asSpecified

Once you click the Import button the TNs will be processed. Upon successful completion, the TNs will have the appropriate Campaign ID assigned and will be ready for use.

For more info on TNs, please see Managing Line Features

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

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