A2P 10DLC registration, explained for business owners
A2P 10DLC registration in plain English for small business owners: what it is, why texts get blocked without it, the steps, the fees and how long it takes.
By the Ceety Systems teamUpdated 6 min read
Key takeaways
- A2P 10DLC is the US carriers’ registration system for businesses that text customers from an ordinary 10-digit number.
- Unregistered business texts from 10-digit numbers to US phones are blocked, so registration comes before your first reminder.
- You register two things: your business (the brand) and what you’ll text about (the campaign).
- Most rejections come from the opt-in: the consent box and the wording next to it have to match the carriers’ rules.
- Fees are small but real: a one-time brand fee, a one-time vetting fee and a monthly campaign fee, plus a carrier fee on each text.
A2P 10DLC registration is how a US business gets permission from the mobile carriers to send texts from an ordinary 10-digit phone number. You register your business and describe what you’ll text people about and how they agreed to it. Once the campaign is approved, your texts go through. Without it, they don’t.
If you want to send appointment reminders, confirmations or follow-ups by text, this is the first job. The good news is that it’s mostly paperwork. The catch is that the details matter, and a vague answer can cost you a week.
What is A2P 10DLC?
"A2P" means application-to-person: a business system sending texts to customers, rather than one person texting another. "10DLC" means a 10-digit long code, an ordinary local phone number, as opposed to a short code such as 55555 or a toll-free number.
Twilio describes it as "the standard that United States telecom carriers have put in place to ensure that SMS traffic to US end users through long code phone numbers is verified and consensual" (Twilio: Programmable Messaging and A2P 10DLC).
The registrations are held by The Campaign Registry (TCR), the industry’s central register of brands and campaigns. You don’t register with TCR yourself. Your texting provider, or the company that runs your texting for you, registers you through it.
Why do my texts get blocked without it?
Because the carriers block them. As of September 1, 2023, Twilio states that "all unregistered messages bound for the U.S. from +1 10DLC numbers are blocked" (Twilio changelog). The texts simply don’t arrive.
Registration also helps the texts you do send. Twilio notes that registering "results in lower message filtering and higher messaging throughput" (the same Twilio page as above). A registered business looks trustworthy to the carriers, and an unknown number doesn’t.
Which kind of registration do I need?
It depends mainly on whether your business has a tax ID (EIN) and how many texts a day you send. Twilio offers three brand types (Twilio: pricing and fees for A2P 10DLC):
| Brand type | Who it’s for |
|---|---|
| Sole Proprietor | Individuals and small businesses without a tax ID (EIN) |
| Low Volume Standard | Businesses with an EIN sending fewer than 6,000 messages a day |
| Standard | Businesses with an EIN sending more than 6,000 messages a day |
A business with an EIN that sends reminders and follow-ups well under 6,000 texts a day fits Low Volume Standard. Twilio notes that Low Volume Standard gives higher throughput than Sole Proprietor.
How do I register for A2P 10DLC, step by step?
- Get your details in order. Your legal business name, address and EIN should match your government records exactly, so the carriers can verify who you are.
- Register the brand. This tells the carriers who is sending. Your provider submits it to TCR.
- Choose the use case. Pick the type that matches your texts: customer care, account notifications, marketing, or "mixed" for more than one. Twilio’s campaign onboarding guide lists them.
- Describe the campaign. Twilio says the description must answer three questions: who is sending, who is receiving, and why. "We send texts to people" gets rejected. "Messages are sent by [your business] to patients with upcoming appointments…" is the kind of detail reviewers want.
- Show how people opt in. Twilio calls this "the heart of your registration" and says it’s "where most rejections happen." You describe where people see the opt-in, how they agree, and what happens next, with a screenshot or link.
- Add sample messages. They must match the use case and the description.
- Wait for vetting. Every campaign is reviewed by a person. When it’s approved, your number is attached and your texts can go out.
What does a compliant opt-in look like?
For a website form, Twilio’s onboarding guide lists what the carriers check for:
- a phone number field;
- a consent checkbox that is not ticked in advance;
- a clear description of the texts people will get;
- how often you’ll text;
- "Msg & data rates may apply";
- reply HELP for help, and reply STOP to opt out;
- links to your Terms of Service and Privacy Policy.
Two rules catch many businesses out. Marketing texts and service texts (such as appointment reminders) need separate consent, with two checkboxes. And agreeing to your privacy policy can’t be bundled into the texting consent box.
Your privacy policy and terms matter too. The guide says the privacy policy must state that you don’t share mobile opt-in data with third parties for marketing. The terms must include your program description, message frequency, HELP and STOP instructions, and a note that carriers aren’t liable for delayed messages.
How much does A2P 10DLC registration cost?
As of September 2026, Twilio lists these fees, which it passes through from TCR and the carriers at no added cost (Twilio: pricing and fees; Twilio: campaign vetting FAQ):
| Fee | Amount | When |
|---|---|---|
| Brand registration, Sole Proprietor or Low Volume Standard | $4.50 | Once |
| Brand registration, Standard (includes secondary vetting) | $46 | Once |
| Campaign vetting | $15, non-refundable | Each campaign submitted |
| Campaign fee | $1.50 to $10 a month, by use case | Monthly while active |
| Carrier fees | Set by each carrier | Per text sent |
A rejected campaign can cost another vetting fee when you resubmit. That’s one more reason to get the opt-in right the first time. Other providers set their own prices, so check yours.
How long does A2P 10DLC registration take?
Twilio says A2P 10DLC registration "currently takes up to 5 business days for standard use cases," and suggests contacting support if vetting is still in progress after 10 days (Twilio: campaign vetting FAQ). A rejection sends you back to the start of that wait. Plan for registration before the date you need your first reminder to go out.
What’s different for a growing business or a larger one?
- A small business with an EIN typically registers one Low Volume Standard brand and one campaign, such as customer care or mixed. The work is the opt-in wording and the paperwork.
- A growing business with more than one location or message type may need several campaigns, and needs to keep consent records for each.
- A larger organization sending more than 6,000 texts a day needs a Standard brand, which includes secondary vetting. Each campaign it registers needs its own opt-in evidence.
What does Ceety handle for you?
On the Ceety Platform, from the Growth plan, carrier registration is done for you, step by step. Your website’s opt-in wording is written to meet carrier rules. Consent is recorded with the exact words each person agreed to, the page and the time. Service and marketing consent are kept separate, and STOP is honored everywhere. That’s part of what we mean by compliant by design.
This article is general information, not legal advice.
Frequently asked questions
Do I need A2P 10DLC if I only send appointment reminders?
Yes. Reminders sent from a business system to customers are application-to-person texts. If they come from an ordinary 10-digit number to US phones, they need a registered brand and an approved campaign.
Can I register without an EIN?
Yes, as a Sole Proprietor brand, which is meant for individuals and small businesses without a tax ID. It has lower limits than a Standard brand.
Why was my campaign rejected?
Most often it’s the opt-in: a pre-ticked box, missing "Msg & data rates may apply", no STOP or HELP instructions, or marketing and service consent bundled together. A vague campaign description, or sample messages that don’t match it, are the other usual causes.
Does registration cover toll-free numbers?
No. A2P 10DLC is for ordinary 10-digit numbers. Toll-free numbers go through their own verification process instead of brand and campaign registration.
Do I have to re-register if I change what I text about?
If your messages move beyond the use case you registered, for example from reminders to promotions, you need a campaign that covers the new use.