---
title: "10DLC Registration Guide: Brand, Campaign and Compliance"
description: "10DLC registration explained: The Campaign Registry, brand and campaign steps, vetting, use cases, throughput, opt-in and opt-out, and rejections."
canonical: "https://omnichannels.ai/blog/10dlc-registration-guide/"
language: "en"
updated: "2026-11-06"
publisher: "BroadNet Technologies"
brand: "OmniChannels.ai"
category: "sms"
primaryQuery: "10dlc registration"
keywords: ["10dlc registration", "a2p 10dlc", "the campaign registry", "10dlc brand registration", "10dlc campaign use cases", "10dlc vetting", "10dlc opt-in requirements", "10dlc campaign rejected"]
published: "2026-11-06"
author: "OmniChannels.ai Editorial Team"
reviewer: "BroadNet Messaging Solutions Team"
readingMinutes: 10
answer: "10DLC registration is the US process for sending application-to-person text messages from standard 10-digit local numbers. You register your business as a brand with The Campaign Registry, optionally have it vetted, then register each campaign with its use case, description, sample messages and opt-in flow. Carriers then set your throughput. Unregistered traffic risks filtering or blocking."
takeaways: ["10DLC is a registration scheme, not a number type: you register a brand (who you are) and a campaign (what you send and how people agreed), then attach 10-digit numbers to the campaign.", "The Campaign Registry stores the data but says it does not review, approve or reject campaigns; campaign service providers and the mobile network operators do.", "Vetting of the brand is optional for standard use cases but affects throughput, and TCR says brands must be vetted or receive operator approval to send special use cases.", "Opt-in, opt-out and help handling are what reviewers check: CTIA's principles call for a clear call to action, a confirmation for recurring messages, a privacy policy and a final opt-out confirmation.", "Treat approval and throughput as the carriers' decisions: plan lead time of roughly 7 to 14 business days per our regulation data, and never promise a launch date before approval."]
faq: 
  - q: "What is 10DLC?"
    a: "10DLC stands for 10-digit long code. It is the US framework that lets businesses send application-to-person text messages from standard local 10-digit numbers after registering their brand and campaigns with The Campaign Registry. Registration tells the mobile carriers who is sending and why, which is how they decide throughput and filtering."
  - q: "Is 10DLC registration mandatory?"
    a: "For business texting to US mobile numbers over 10-digit local numbers, carriers expect registered traffic, and unregistered traffic risks being filtered or blocked. The alternatives are toll-free numbers, which have their own verification, and short codes, which are leased and approved separately. Confirm the current position with your provider."
  - q: "What is the difference between a brand and a campaign in 10DLC?"
    a: "A brand is your business identity as registered with The Campaign Registry, including legal name, tax ID (EIN) and contact details. A campaign is one messaging program under that brand, with a use case, a description, sample messages and an opt-in method. One brand can have several campaigns."
  - q: "What is a 10DLC trust score?"
    a: "Many providers use trust score to mean the result of brand vetting, which carriers use when they assign throughput. The Campaign Registry's own pages describe vetting and say throughput depends on the brand and the campaign, not on how many numbers you attach. Exact tiers are set by carriers and change, so ask your provider."
  - q: "Why was my 10DLC campaign rejected?"
    a: "The Campaign Registry does not decide; your provider and the carriers do. TCR advises that unclear campaign descriptions can lead to rejection. Reviewers compare your description, sample messages, website and opt-in flow with CTIA's principles, so mismatches between them, a missing privacy policy or a weak call to action are the usual causes."
  - q: "Can OmniChannels.ai register my 10DLC brand and campaign?"
    a: "Yes. Our team prepares and files US 10DLC brand and campaign registration with you, as well as toll-free verification and short codes. Approval decisions stay with the carriers and the registry's participants, so we cannot promise approval or a fixed timeline."
sources: 
  - title: "The Campaign Registry: resources and CSP guide"
    url: "https://www.campaignregistry.com/resources/"
  - title: "CTIA Messaging Principles and Best Practices (May 2023)"
    url: "https://api.ctia.org/wp-content/uploads/2023/05/230523-CTIA-Messaging-Principles-and-Best-Practices-FINAL.pdf"
  - title: "47 CFR 64.1200, Delivery restrictions (TCPA rules), eCFR"
    url: "https://www.ecfr.gov/current/title-47/chapter-I/subchapter-B/part-64/subpart-L/section-64.1200"
  - title: "Federal Communications Commission"
    url: "https://www.fcc.gov/"
---

# 10DLC Registration Guide: Brand, Campaign and Compliance

Canonical: https://omnichannels.ai/blog/10dlc-registration-guide/
Language: en
Publisher: OmniChannels.ai by BroadNet Technologies

This guide is for marketing, product and compliance teams that want to send text messages to US mobile numbers from standard local numbers. It explains what 10DLC registration is, who does what, the steps for brand and campaign registration, what reviewers look for, and how to write the opt-in and opt-out flow. It is a practical overview, not legal advice; confirm requirements with US counsel and your provider before launch.

## What is 10DLC?

10DLC (10-digit long code) is the US system that lets businesses send application-to-person (A2P) texts from ordinary 10-digit local numbers after registering who they are and what they send. The registration data goes to The Campaign Registry (TCR), an industry registry that the mobile network operators use to identify business senders.

Three terms recur:

- **Brand:** your business identity in TCR, entered by a Campaign Service Provider (CSP) with your legal name, EIN or tax ID and contact details. Sole proprietors, who have no EIN, are treated differently.
- **Campaign:** one messaging program, such as appointment reminders, with its own use case, description, sample messages and opt-in method.
- **Campaign Service Provider (CSP):** a TCR user, usually your messaging provider, that registers brands and campaigns on your behalf.

See [A2P SMS](/glossary/a2p-sms/) and [long code](/glossary/long-code/) for the one-line definitions.

## Why is 10DLC registration needed?

Registration gives carriers the context to tell wanted business texts from spam, which is why unregistered traffic is at risk of filtering. Our regulation data for the United States lists the FCC and CTIA as the governing bodies and says that T-Mobile USA and AT&T support 10DLC, toll-free or short code senders, with no alphanumeric sender IDs. In practice, a US campaign needs a registered number type, not a brand name in the sender field. The [sender ID page for the USA](/sender-id/usa/) shows the position.

Our published lead time for 10DLC is 7 to 14 business days. That is a typical range, not a promise, and it varies with the quality of the submission.

## Who does what in 10DLC?

TCR holds the data, your provider submits it, and the carriers decide. TCR states that it does not review, approve or reject campaigns. CSPs and their upstream partners approve campaigns, and approval times vary, according to TCR's resources page.

| Party | Role |
|---|---|
| You (the business) | Provide accurate business details, a clear campaign description, sample messages and proof of how people opt in |
| Campaign Service Provider (your provider) | Registers the brand and campaign in TCR, relays rejection reasons, helps you fix and resubmit |
| The Campaign Registry | Stores brand and campaign data, verifies brand identity from the EIN or tax ID |
| Mobile network operators | Review special use cases where required and set the traffic limits they apply |

## How do you register a 10DLC brand?

Brand registration verifies that your business exists and matches the details you give. You enter your legal business name, entity type, EIN or tax ID, address, website and contact details exactly as they appear in official records, because TCR uses the EIN or tax ID to verify identity.

Mismatches are the most avoidable cause of delay. Use the legal name from your tax filings, not a trading name, and make sure the website shows the same business. A brand already registered through another CSP must still be registered by each CSP you use, and the vetting result can be imported rather than repeated.

## What is brand vetting?

Vetting is an extra identity check that can raise the throughput your campaigns qualify for. TCR's pages define vetting as the process that verifies a brand, which can be carried out or imported through the TCR portal.

Two rules from TCR matter:

- Standard use-case campaigns are generally available to TCR-registered brands without vetting.
- Brands must be vetted, or receive operator pre- or post-approval, to send special use cases.

Many providers talk about a trust score, a number that results from vetting and feeds throughput. TCR's resources page says throughput depends on the brand and the campaign, not the number of numbers attached, and recommends vetting for higher throughput. The score bands and caps are set and changed by the carriers, so we do not print them; ask your provider for the current figures per carrier.

## Which use cases can you register?

TCR groups campaigns into standard and special use cases. Standard campaigns are generally available to registered brands and do not need operator pre- or post-registration approval. Special use cases are sensitive or critical, so they may need operator approval.

| Type | Examples of traffic | Notes |
|---|---|---|
| Standard | The common business programs your provider lists, such as customer care or marketing | Generally available to registered brands; no operator pre- or post-approval needed |
| Special | Programs TCR calls sensitive or critical in nature | May need operator approval; the brand must be vetted or approved |

Pick the use case that matches what you send. A campaign registered for one use case that sends another will not match its sample messages and is a common reason for trouble. Keep OTPs and marketing in separate campaigns, as you would on any other route; see the [OTP authentication messages guide](/blog/otp-authentication-messages-guide/).

## How do you register a 10DLC campaign?

Describe one messaging program clearly, show how people agree to it and give sample messages that match it. TCR advises that campaign descriptions should clearly explain the campaign's purpose, because unclear descriptions can lead to rejection.

1. **Choose the use case** from the list that matches your traffic.
2. **Write the description:** who you are, who receives the messages, why and how often.
3. **Add sample messages** that look like real traffic: brand name, purpose and opt-out instruction.
4. **Describe the opt-in:** where and how people agree, with the exact wording and a link or screenshot of the sign-up page.
5. **State opt-out and help handling:** the keywords you honour and the replies you send.
6. **Add the privacy policy and terms** and make sure they mention text messaging.
7. **Declare content flags** your provider asks for, such as embedded links and phone numbers.
8. **Submit, wait, and fix** anything your provider relays; then attach your numbers to the approved campaign.

Our [10DLC registration kit](/tools/10dlc-registration-kit/) drafts the campaign description and sample messages, and our team can prepare and file the registration with you through the [registrations service](/services/registrations/).

## What do opt-in, opt-out and HELP need?

You need documented consent, an easy opt-out and a way to get help. CTIA's Messaging Principles and Best Practices (May 2023) set the industry baseline that carriers and reviewers use, and the FCC's TCPA rules apply on top.

- **Call to action.** Display a clear and conspicuous call to action with disclosures about the type and purpose of the messages. It should tell people the program or product description and the other points CTIA lists.
- **Confirmation for recurring messages.** CTIA says to send an opt-in confirmation before further messages, including the program name, customer care contact (a phone number or HELP instructions), how to opt out, that messages are recurring and how often, and any fees.
- **One opt-in per campaign.** An opt-in should not be transferable or assignable.
- **Opt-out.** People must be able to opt out at any time, with multiple mechanisms including text, and you should send one final opt-out confirmation per campaign and then stop.
- **No lists.** CTIA addresses renting, selling or sharing opt-in lists. Do not buy lists.
- **Privacy policy.** Maintain and display a clear privacy policy that is referenced in the call to action.
- **Consent records.** Keep a timestamp, the medium, and the wording or experience used for consent.
- **Marketing consent and hours.** Our regulation data records TCPA-compliant express written consent for marketing, an established-business-relationship exception for transactional traffic, and a marketing window of 08:00 to 21:00 in the recipient's local time. Read the rule text (47 CFR 64.1200) with counsel.

Industry convention uses the keywords STOP and HELP. Our regulation data says a STOP keyword is honoured immediately and confirmed once.

These samples were counted against the GSM-7 limit of 160 characters, so each fits one segment:

| Message | Characters | Parts |
|---|---|---|
| `Brightside Dental: You're subscribed to appointment reminders (up to 4 msgs/month). Msg&data rates may apply. Reply HELP for help, STOP to cancel.` | 146 | 1 |
| `Brightside Dental: Reminder: your visit is Tue 12 May at 10:30. Reply C to confirm or call 555-0142. Reply STOP to opt out.` | 123 | 1 |
| `Brightside Dental: For help call 555-0142 or email help@brightside.example. Msg&data rates may apply. Reply STOP to cancel.` | 123 | 1 |
| `Brightside Dental: You are unsubscribed and will receive no more messages. Reply START to resubscribe.` | 102 | 1 |

The four are, in order, the opt-in confirmation, a reminder, the HELP reply and the STOP confirmation. Check any change in the [SMS character counter](/tools/sms-character-counter/).

## Why do 10DLC campaigns get rejected?

Rejections happen when the submission does not match itself or the rules. TCR does not publish a master list of reasons, so this list comes from what the CTIA principles ask reviewers and carriers to look for.

| Problem | How to fix it |
|---|---|
| Vague campaign description | Say who you are, who receives messages, why and how often |
| Sample messages do not match the use case | Write samples that show the real purpose, with brand name and opt-out text |
| Weak or missing call to action | Show the sign-up wording and disclosures on a public page or screenshot |
| No privacy policy, or it does not mention SMS | Publish one and reference it in the call to action |
| Business details do not match across brand, website and campaign | Use the same legal name and website everywhere |
| Links hide the sender | CTIA says link shorteners should be dedicated to the sender and links should identify the owner |
| Spreading traffic over many numbers to avoid limits | CTIA names this snowshoe messaging and advises against it |
| Purchased or shared lists | Use only your own consented numbers |

When a campaign is rejected, your provider receives the reason and guides the fix and resubmission. Some details may not be editable after submission, so be ready to submit a new campaign if your provider says so.

## How does throughput work?

Carriers set how fast and how much you can send, based on the brand and campaign details, not on how many numbers you buy. TCR's resources page states that throughput depends on the brand and the campaign. Carriers differ in how they express limits, so ask your provider for the current figures for each network and plan sends, especially OTP peaks, around them. Our [guide to high-volume SMS sending](/blog/high-volume-sms-sending-guide/) covers queueing and rate limiting.

If your volume needs more than a 10DLC campaign supports, compare the alternatives in our guide to [short code vs long code vs toll-free](/blog/short-code-vs-long-code-vs-toll-free/).

## A worked example: a dental group in Texas

"Brightside Dental" (synthetic) has eight clinics and wants appointment reminders and occasional offers.

- It registers one brand using its legal name and EIN, and has the brand vetted before creating campaigns.
- It creates two campaigns: customer care for reminders and recalls, and marketing for offers. Each has its own sample messages and opt-in text.
- Patients opt in on the booking form with unticked consent wording; the reminder campaign's opt-in is stored with timestamp and form version.
- The reminder campaign sends within one segment and honours STOP and HELP; the marketing campaign sends only between 08:00 and 21:00 local time to patients who ticked the marketing box.
- It attaches numbers only after each campaign is approved, and watches delivery reports by carrier.

## What are the common mistakes?

- **Registering under a trading name** that does not match the EIN record.
- **One campaign for everything.** Mixing OTP, reminders and promotions muddies the use case.
- **Sign-up pages nobody can see.** If reviewers cannot find the opt-in, they cannot approve it.
- **Sending before approval.** Unapproved traffic is filtered or blocked.
- **Treating timelines as promises.** Plan buffer beyond 7 to 14 business days.
- **Ignoring HELP.** Missing help replies are a visible compliance gap.

## How OmniChannels.ai helps

OmniChannels.ai is powered by BroadNet, which has direct connections to T-Mobile USA, AT&T and Verizon in our coverage data. We prepare and file 10DLC brand and campaign registration with you, along with toll-free verification and short codes, and give you per-carrier delivery reports. Approval decisions stay with the carriers and registry participants. For indicative list prices, see [SMS pricing for the USA](/sms-pricing/usa/), then [book a demo](/demo/).