10DLC - Brand requirements
Under 10DLC, there are a few requirements relative to what brands represent:
- All Application to Person (A2P) messages sent to U.S. subscribers must originate from a phone number that can be traced back to a single legal entity. This includes Toll-Free Numbers (TFN) and Short Codes (SC). Shared short codes are not allowed anymore.
- A 10DLC brand can only represent a single legal entity.
- Resellers must register a reseller ID and assign it to the campaigns they register on behalf of other legal entities.
- Brands must be genuine, verification requirements apply when registering 10DLC campaigns.
You can use this flowchart to determine the correct type of brand you need to register for your entity:
Sole proprietor brands
Sole proprietor brands are under very strict scrutiny from the carriers. A lot of restrictions apply to those brands:
- Sole Proprietor (SP) brands must be based in the USA or Canada
- Companies that have an EIN number (or TAX ID) cannot register a Sole Proprietor brand
- SP brands cannot be externally vetted, and cannot increase their campaign's throughput
- SP brands are limited to a single active "sole proprietor" campaign use-case
- SP campaigns are limited to link single phone number (LVN)
- SP brands must now go through 2 data validation steps to get verified:
- 1-Data validation (phone numbers, emails, addresses...)
- 2-OTP phone number verification
When registering a sole proprietor brand, The Campaign Registry (TCR) will ensure that:
- The company name, first and last name does not contain gibberish data
- The physical address provided is a valid existing U.S. or Canadian address
- The email address is a valid, non-disposable address
- The mobile phone number is a valid, active, U.S or Canadian mobile phone number
The government entity type is strictly limited to U.S. government entities.
For agencies or governmental entities from any other country, please register a non-profit brand.
Non-profit brands are for a variety of entities, ranging from non-U.S. governmental agencies to NGOs, religious organizations and political parties.
The Campaign Registry (TCR) will sometimes assign a tag to a 10DLC brand (following the basic verification) to allow specific known brands to register special campaign use-cases:
- Political parties may register political campaigns (requires 501c4 tag)
- Charities may register charity campaigns (requires 501c3 tag)
If TCR fails to add a tag to your brand, you will need to apply for an external vetting:
- Political vetting for political campaigns
- Standard or Enhanced vetting for any other campaigns
Private profit & public profit brands
Public profit brands are required to provide their stock symbol and the specific stock market where they are listed.
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