SMS Campaign Registry and Granular Carrier Changes


Starting March 1st, 2022, pivotal transformations are occurring on the carrier level for any businesses sending texts to customers. This includes all carriers; such as: T-Mobile, AT&T, Verizon, and more.

Because of these policy changes, DYL’s SMS/MMS messaging services are changing for DYL’s Online Platform in the US and Canada.

All U.S. service providers are changing their policies to require any SMS/MMS messages delivered from a business must originate from an application-to-person (A2P) messaging service. The reason for this change is to control any unwarranted messages.

In Addition: Beginning on March 1, 2022, carriers will charge granularly for all business texts received via their networks. At DYL, we want to ensure these charges are not coming immediately so you can continue to perform at your best. Granular charges will be incurred by customers starting June 1, 2022.

Vital Information:

Your business must be registered with The Campaign Registry to send messages on a carrier’s network. If your business is not registered with The Campaign Registry, any texts sent as SMS or MMS could be blocked from carriers. Registration details to follow.

The Campaign Registry FAQs

What the changes mean

Because all U.S. service providers are changing their policies and using The Campaign Registry, you must register your business (brand) and campaigns. Both will be tied to your DYL account and text phone numbers (10DLCs). Registration details to follow.

What is The Campaign Registry?

The Campaign Registry was created following a bill passed by congress, to regulate robot calls and unwarranted SMS or MMS texts. The FCC then created new rules, with the goal of making SMS messaging legitimate. Soon after, the 10-digit-long-code (10DLC) was created for managing phones numbers coming from application-to-person messaging.

Many goals of The Campaign Registry are to reduce the amount of SPAM or unwanted messages coming from telecommunication networks. To make the process better, the Mobile Network Operators (AT&T, T-Mobile, etc) came together to form The Campaign Registry.

The Campaign Registry is a reputation authority for business messaging on 10DLCs. It acts as a central hub for registering businesses that use A2P messaging services for any 10DLC messaging campaigns sent via carrier's networks. This allows mobile carriers to provide a more reliable and visible messaging service for legitimate businesses.

What is a Campaign?

A campaign is a file used to identify a business allowed to send messages to customers, persons, or individuals per the CTIA guideline compliance. Typically, your campaign is the type of messages you are sending. Campaigns are commonly tied to your business industry.

Your Brand/Business: What does it mean?

Every business will have to fill out information registering a “brand”. This basically means your business or company. The Campaign Registry will ask what kind of business you operate and a few more details about basic business information.

It’s important to have a few pieces of information on hand when registering your business. These include:

  • Legal company name, or  “Doing Business As” (DBA) or brand name (if different from legal name)
  • Business entity
  • Country of registration
  • Full address
  • Website
  • Tax Number/ID/EIN
  • Stock Symbol (required if a publicly-traded company)

What are 10DLC?

A 10DLC, or 10-digit long code, is a number created by all mobile carriers for business-to-consumer (A2P) messaging. If you’ve ever messaged a customer or client, there’s a good chance you’ve used or are using one of these numbers. Previously, they were used for person-to-person (P2P) texting, but recently they have changed.

Because business texting has grown immensely over the years, all U.S. based carriers want to ensure their customers are receiving:

  • Spam free content
  • Legitimate texts.
  • What are A2P and P2P Messaging?

    Both P2P and A2P are different SMS/MMS messages:

    • A2P stands for application-to-person. What A2P really means is any message sent from an application, such as DYL, to a person. These messages are typically sent from an automated business-related service.
    • P2P stands for person-to-person. These are typically sent between two individuals or defined as conversational texts.

    How does this affect me?

    You must register your business and campaigns if you want to:

    • Send messages and ensure they are delivered to your customers
    • Avoid any interruptions or message blocks by U.S. carriers
    • Avoid all carrier-caused costs that DYL will have to pass on to you because of your unregistered campaigns.

    Are there any costs involved with registering?

    Further registration costs to follow via email. Most business registrations will only require one campaign, unless you exceed their capacity of 10DLC numbers. If you register as philanthropic or non-profit, you may be exempt.

    What do I have to do to register?

    Registration details to follow.

    What’s the impact if I don’t do this?

    DYL Customers who do not register with The Campaign Registry will:

    • Risk non-delivery of their messages.
    • Pay any carrier-imposed costs.

    How long does it take to register?

    According to The Campaign Registry, most campaigns will be approved instantaneously. If you have more than one campaign, or are considered a special case, it may take longer. Typically it should take a maximum of five business days to receive approval after you submit registration.

    Why don’t I see other texting platforms encouraging customers to register via The Campaign Registry?

    Other platforms may not know of the industry wide changes or new regulations in 2022. It’s possible they’re not informing customers or encouraging them to reach out to the campaign registry themselves. This means these platforms won’t take the necessary steps to ensure your messages are not blocked. Be careful of other platforms who do not inform you so you will not be fined or that any of your other numbers won’t be blocked.

    What happens if I change texting platforms after March 1, 2022?

    You will need to re-register with The Campaign Registry and pay the associated fees.

    Terms to Know: The Campaign Registry

    Here’s a breakdown of terms you may need to know that relate to the The Campaign Registry.

    MNO - Mobile Network Operators. This includes AT&T, Verizon, T-Mobile, and others.

    A2P - Application to person. If you’re a business texting from a CSP, you’re using A2P messaging.

    10DLC - Ten-digit-long-code. A 10-digit phone number, created after legislation was passed by congress regarding robot callers and spam messages. All A2P messaging using 10DLC to send SMS or MMS.

    DCA - Direct connect aggregator.

    Brand - This is who or what is sending a message. On DYL, this is your business or company.

    Campaign - This is the way your brand sends texts and what type of messages you are sending. Think of this like your type of business or industry.