This guide provides an overview for direct customers who want to register their own business for A2P 10DLC messaging capabilities as a Standard Brand.
Learn more about Direct Brand A2P 10DLC here.
Updates are coming to Twilio’s Starter Brand registration based on changes from The Campaign Registry (TCR) and mobile carriers. We will provide updates on how this change may impact US A2P 10DLC registration as soon as they are available. Brands with EINs will no longer be able to use Twilio's Starter Brand registration going forward.
In the meantime, if you are registering on behalf of an organization with an EIN/Tax ID, please complete a Standard registration (documented here).
Twilio offers two options for registering your business for US A2P 10DLC messaging: Starter Brand and Standard Brand registration. To determine which of these is best for you, you should primarily consider your current and expected messaging traffic volume.
|Starter Brand||Low-Volume Standard Brand||
|Phone number limits||Up to five 10-digit long codes||400||
|Daily message volume||
1,000 SMS segments and MMS per day to T-Mobile
(approximately 3,000 SMS segments and MMS per day across US carriers)
Up to 6,000 segments per day
2,000 up to unlimited SMS segments and MMS per day to T-Mobile, depending on your Trust Score
Your business would be better suited for the Low Volume Standard Brand if you send fewer than 6,000 message segments per day to the US and do not require high message throughput.
In this guide, you will find a detailed explanation of how to register for as a Standard Brand. To register or a Low Volume Standard Brand, you should follow the same steps, but skip secondary vetting.
Onboarding your US A2P brand and campaign use cases typically requires a single day of work, involving form fills and click-throughs. After you complete this process, you will benefit from lower filtering. When increased rate limits launch, you will automatically inherit those capabilities.
Actions required (see below for step-by-step instructions):
- Within the Trust Hub in the Twilio Console, create a Twilio Primary Business Profile.
- Register a “US A2P brand” for US A2P10DLC capabilities.
- Register new campaign use case and link to a Messaging Service.
Before you begin the registration process for A2P10DLC, collect the following information to ensure a smooth onboarding flow:
Please note: If you have a US entity or an International Tax ID, use your EIN to register your business profile and to avoid brand registration failures. DUNS numbers are not accepted. US Social Security Numbers are also not accepted for sole proprietorships; in order to complete Standard registration you need to have an EIN or (for non-US entities) another form of business ID.
|Point(s) of Contact||
One authorized representative with the following info:
Providing a second authorized representative is optional.
Within the Trust Hub in the Twilio Console, create your Twilio Business Profile. This step validates your business identity, and you will only need to do this once.
If you are opted into the new Twilio Console Beta experience, you can find the Trust Hub under Account > Trust Hub > Customer profiles.
If you are on the legacy version of the Twilio Console, locate Trust Hub in the left-hand navigation, under the Home icon.
The submission of your Business Profile may take up to 72 hours for approval.
You will need to include:
- Under Business Details: the Business name.
- Under Business Address: the Business Address and other metadata.
- Under Business Information: the Business’ identity within the ecosystem, the Business type, ID, industry, website URL, and region information.
While registering your business information, you will also provide:
- Under Authorized Representatives: information about Authorized Representative(s) associated with your Business Profile.
- Under Notification Settings: an email address for notifications about the status of your Business Profile.
Make sure to review your business profile information under Review and Submit before submitting.
Prior to brand registration, Government entities will still create a Business Profile as normal. We recommend that Government customers should choose Non-profit corporation from the Business Type dropdown, and Government from the Business Industry dropdown, as shown below:
Prior to brand registration, non-profit organizations will still create a Business Profile as normal. We recommend that non-profit customers should choose Non-profit corporation from the Business Type dropdown, and Not for Profit from the Business Industry dropdown:
Next, register your newly created Business Profile for A2P 10DLC capabilities by creating a US A2P brand. This step will register your business for US A2P10DLC capabilities, as well as calculate your Trust Score. For more information on Trust Scores, see below.
You will need to include:
- Your registered Business Profile (from Step 1).
- Your Company type and stock information (if public).
Once you hit the Register button, Twilio will submit your application for approval. Approval typically occurs within a few minutes of submitting.
Government agencies are eligible for increased messaging throughput on the T-Mobile network, regardless of their campaign use case. Verified Government brands will receive unlimited daily message caps on T-Mobile (standard Twilio platform messaging rate limits still apply). Throughput on AT&T will be determined based on the campaign use case.
To successfully register and unlock increased throughput, it is critically important that public sector customers select Government as their Company Type during registration:
Providing accurate information about your agency and selecting Government as the company type during brand registration will trigger automatic vetting of your organization. If confirmed by TCR as a Government entity, the above increased throughput will be applied.
Government agencies can begin to register with all Standard Campaign use cases, and will also be eligible for the Emergency Special Use Case. If you will be sending alerts that meet the definition of the Emergency use case, please see our support article on Special Use Cases for more information.
To successfully register and unlock increased throughput, it is important that non-profit organizations select Non-Profit as their Company Type during registration:
Registering as a non-profit will ensure that you are able to qualify for special use cases that are reserved for non-profit entities. These special use cases offer additional pricing and/or throughput benefits.
When registering your brand with the Non-Profit company type, TCR will automatically perform vetting to confirm the specific non-profit tax status of your organization: for example, 501(c)(3), 501(c)(4). The specific 501c status will have an impact on which campaign use cases your non-profit will qualify for.
Examples of this are:
- 501(c)(3) non-profits will qualify for the Charity/501(c)(3) special use case, which will provide substantial discounts on A2P carrier fees.
- 501(c)(4), 501(c)(5), and 501(c)(6) non-profits will qualify for the Political special use case, which will provide increased messaging throughput for advocacy-related messaging.
Once you’ve registered your brand as a non-profit, you can move on to registering campaign use cases for non-profits.
Confirmation of Government agency and non-profit brand registration
In Console, you are able to view the verification status of your brand registration as non-profit or Government agency. If the registration is successfully verified, you'll see the Special Use Cases available to your organization.
If your registration is not successfully verified, you will see instructions in Console to submit more information and supporting documentation. The instructions will be dynamic based on the feedback received from TCR.
All 527 Political Organizations including political action committees (PACs) sending political communications on behalf of a Federal, State, or Local political campaign must be verified by Campaign Verify in order to onboard successfully onto 10DLC and unlock the "Political" Special Campaign Use Case with increased messaging limits. Campaign Verify is a secure, non-partisan verification solution for U.S. Political organizations who wish to engage with voters via text messaging.
Listed below are some important pieces of information about Campaign Verify registration:
- There is a one-time $95 fee from Campaign Verify per entity verification per two-year election cycle.
- If a Committee EIN is set during Campaign Verify verification (for state, local, or tribal verification only), this EIN will be cross referenced with the EIN used to register your A2P brand and must match.
- If you have additional questions about Campaign Verify registration, please refer to their FAQ or email firstname.lastname@example.org
Note: A 527 organization that does not register with Campaign Verify and provide a token during 10DLC registration will be allowed to register with standard use cases, but will receive the lowest tier of A2P messaging limits and will not qualify for the Political Special Use Case. In addition, you may be subject to penalties from carriers if political messaging traffic is incorrectly registered with standard use cases.
Campaign Verify Tokens
Verification will involve submitting information about your political organization to Campaign Verify, as well as verifying your identity as an authorized person associated with the political organization. Successfully importing a Campaign Verify token will assert your brand status as a verified 527 Political Organization with the carrier ecosystem.
After completing verification with Campaign Verify, you will receive a Campaign Verify Token (CV token) that you will then use during A2P 10DLC registration. A full CV token is composed of 6 pipe (|) delimited fields, for example:
Listed below are some important pieces of information about CV tokens:
- CV tokens expire after a period of time and will need to be periodically updated.
- A single Campaign Verify token cannot be imported or used across multiple brands. If a 527 organization is a customer of multiple text messaging providers that will each create an A2P brand on their behalf, a unique CV token will need to be generated and provided to each vendor.
Note: If you have already created a US A2P brand for a 527 Political Organization and would like to add a Campaign Verify token after brand registration, you will need to use the ISV A2P APIs. Importing or updating Campaign Verify tokens after initial brand registration is currently only available via API, not in the Console.
In the TrustHub of the Twilio Console, providing a Campaign Verify token is done as part of the A2P brand registration step. You must select "Nonprofit" as your Company type on this screen. CV tokens will only be accepted for brands with this entity type. Then, select Yes to confirm that you are a registered 527 Political Organization. You will then need to paste your CV token to verify your Organization's identity.
Alternatively to using the Console to register, you may use the ISV APIs to register your 527 Political Organization. Please note that you will still need your Campaign Verify Token in order to complete registration and unlock the "Political' special use case.
Important Notes on 527 Political Registration
As you register an A2P brand for your 527 Political organization, please note the following:
- 527 status will not be automatically detected and applied upon brand registration, unlike 501(c)(x) nonprofit and government entity verification. Importing the Campaign Verify token proves 527 status and activates the special A2P benefits for this entity type.
- Updating a Campaign Verify token after brand registration is currently only available via Twilio’s A2P APIs and not in the Twilio Console.
- Once a Campaign Verify token is imported, the A2P brand will qualify for the Political use case and all other standard use cases will be disabled.
When you register your A2P Brand, you will receive a Trust Score that determines your long code messaging throughput to US networks as well as daily message limits with T-Mobile. To help ensure that you receive the highest possible throughput, Twilio provides an additional vetting process.
As a direct brand registering with a primary Business Profile, Twilio offers Automated Secondary Vetting and will automatically submit your brand for secondary vetting at no cost to you as part of the brand registration process. Secondary vetting is an automated additional review process which can lead to increased throughput and messaging limits. With Automated secondary vetting, you don’t have to take any additional action to benefit from this additional review process upon completing your US A2P brand registration.
For more information, please see our support article on Secondary Vetting for A2P 10DLC.
Please note: If you have a US entity or an International Tax ID, use EIN to register your business profile and to avoid brand registration failures. Do not use a DUNS or SSN number.
In order to obtain the best possible Trust Score, you should provide accurate, up-to-date information. Check out this support article for a list of best practices when completing your A2P 10DLC Brand.
Once you have created and registered your Business Profile and US A2P brand, it’s time to register a campaign use case for sending messages over A2P 10DLC routes.
Examples of campaign use cases are marketing messages and order confirmations. A specific US A2P brand — like the one you created in Step 2 — may have one or more campaign use cases associated with it, such as one for marketing notifications and another for order confirmations. The registration process is the same for each campaign use case that you create, however you should check the pricing and other details before opting for use cases. For more information on campaign use cases, please see our Support Article on List of Campaign Types and the Support Article on Pricing for A2P 10DLC Service.
Campaign use case registration may take several minutes to complete. After that, any phone number within the connected Messaging Service will be identified as A2P 10DLC with the associated campaign use case; you should see lower filtering.
You’ll need the following information for the campaign use case creation process:
- The Messaging Service to be associated with the campaign (or, you can create a new service after filling out your campaign details)
- The A2P use case type
- The use case description
- Two sample messages, each up to 1024 characters long
- The message flow: details around how a consumer opts-in to your campaign, therefore giving consent to receive your messages
- At least one Twilio Phone Number to add to the Messaging Service’s Sender Pool. You can purchase a Twilio Phone Number ahead of time through the Console, REST API, or Twilio CLI.
First, you'll see the Register Campaign Use Case form. Here, you will need to enter several pieces of information.
In the first section of the form, you will provide the following information:
- The A2P campaign use case (see a list of use cases here)
- A description of the campaign use case
- Two sample messages for the campaign use case
- Select whether your messages will include embedded links and/or phone numbers
Additionally, within the same form, you will need to provide information about end-user consent for this campaign. You must describe how users consent to receive messages from these services and how they can opt out or get help. You will need to provide:
- How do end-users consent to receive messages?
- If there are multiple ways that users can consent to receive messages, you must include all of them.
- Example: "End users opt-in by visiting www.example.com and adding their phone number. They then check a box agreeing to receive text messages from Example Brand. Additionally, end users can also opt-in by texting START to (111) 222-3333 to opt in."
- Opt-in keywords
- If end users can text in a keyword to start receiving messages from this campaign, those keywords must be provided. If you do not support opt-in keywords, these do not need to be provided.
- Opt-in message
- If users can text in to start receiving messages, you must provide the automated message that end users will receive when they opt in to your campaign
Users must also have a way to opt out of campaigns and receive help. Most Twilio customers use default or advanced opt-out and will not need to provide these details. Twilio will complete this information for you with either the default opt-out and help messaging, or with the messaging you've configured as part of Advanced Opt-Out.
If you manage your own opt-out and help, you will see additional fields that you need to complete for your campaign:
- Opt-out keywords: The keywords end users can text to stop receiving messages from this campaign
- Opt-out message: The automated message end users will receive when they text in one of the opt-out keywords
- Help keywords: The keywords end users can text to receive help
- Help message: The automated message end users will receive when they text in one of the help keywords
Next, you'll need to attach this campaign to a Messaging Service. You can either choose an existing Messaging Service, if you have any, or create a new one. If you choose to create a new Messaging Service, you will be able to configure the new Messaging Service in the next step.
If you currently do not use Messaging Services, you do not need to make any changes to your code. You can continue to pass a phone number in the
From field when sending a message.
Your phone numbers will need to be in a Messaging Service associated with your campaign use case, but it is not necessary to send your Messaging Service SID in your API requests. However, you will need to add those phone numbers to a Messaging Service for SMS campaign use case registration purposes. Using a Messaging Service also allows you to group phone numbers together for similar campaign use cases, making the registration process more straightforward.
Click Register Campaign when you are ready to proceed. You will then see a window that asks you confirm the costs associated with campaign registration and agree to the terms and conditions of registering the campaign. Click Confirm to continue.
If you selected an Existing Messaging Service for this Campaign, the Campaign will be verified. You will then skip to adding additional senders to your Messaging Service.
If you are creating a new Messaging Service for this campaign, Twilio will create a new Messaging Service for you automatically. The name of the new Messaging Service will be the name of the A2P Campaign Use Case that you selected earlier.
You will need to attach a phone number to the new service. You will see a list of available phone numbers in your account that you can register.
If you do not have any phone numbers, you should purchase one and then refresh the list. Once you've selected the phone number(s) to attach and agree to Twilio's Messaging Policy, click Add Phone Numbers to the Messaging Service.
After you have created a new Messaging Service and added a phone number, or selected an existing Messaging Service, you will see a review of the phone number(s) you have added to this service already. You can add additional senders to this Messaging Service now, or you can do so later in the Messaging Service section of the Console.
Click Continue when you have finished adding Senders to this service and are ready to finalize the campaign registration.
When your campaign use case registration is approved, you will see an on-screen message indicating that your registration flow is complete. At this point, you can register additional campaign use cases and view all of your registered US A2P brands.
Congratulations, you have successfully registered for US A2P Messaging capabilities by creating a Business Profile, submitting a US A2P brand, and registering a campaign use case associated with a Twilio Messaging Service!
A2P 10DLC brand and campaign registration for all 501(c) Non-profit Organizations is now available as part of Twilio’s A2P 10DLC Console onboarding experience.
501(c)(3) brands vetted by TCR will be able to register for the following 10DLC use cases:
- Charity/501(c)(3) — Communications from a registered 501(c)(3) aimed at providing help and raising money for those in need.
- Emergency — Notification services designed to support public safety/health during natural disasters, armed conflicts, pandemics, and other national or regional emergencies.
A majority of 501(c)(3)s should register using the Charity/501(c)(3) special use case, unless your messaging meets the definition of Emergency above. Charity/501(c)(3) is a dedicated campaign type for 501(c)(3)s that provides significant carrier fee discounts to support social impact messaging.
All standard use cases will be disabled for 501(c)(3)s and will not appear in the Available A2P campaign use cases dropdown in the Console during campaign registration. This is to ensure that 501(c)(3)s can take advantage of carrier fee discounts associated with the Charity special use case.
501(c)(4), 501(c)(5), and 501(c)(6) organizations will be able to register for the following 10DLC use cases:
- Political — Part of an organized effort to influence decision making of a specific group.
- Standard — For all other messaging that doesn’t meet the definition of Political or Emergency.
- Emergency — Notification services designed to support public safety/health during natural disasters, armed conflicts, pandemics, and other national or regional emergencies.
Any advocacy-related messaging should be registered using the Political special use case. Political campaigns will receive increased messaging throughput. 501(c)(4)s, 501(c)(5)s, and 501(c)(6)s will not be required to provide a Campaign Verify token to register with the Political special use case.
All non-political messaging should be registered with either standard use cases or the Emergency special use case.
Please see our support article for detailed information on fees and throughput for special use case types.
Other 501(c) Non-profit Designations
All other non-profit designations should register their campaigns using standard use cases.
527 political campaigns, parties, or action committees are required to register their organization with Campaign Verify (CV) and provide a CV token during A2P brand registration before registering campaign use cases. See the "Register Your A2P Brand" section for more details on importing a Campaign Verify token.
A2P brands with a Campaign Verify token successfully imported will be treated as a 527 Political Organization — and receive the increased message limits afforded to these entity types. Once a Campaign Verify token has been imported, the brand will qualify for the "Political" special use case, and all other use cases will be disabled for the brand.
"Political" will be the only campaign use case under which verified 527 organizations will be able register their 10DLC messaging traffic. This is both so political organizations can take advantage of increased messaging limits associated with the Political campaign use case, and all messages from 527s are correctly categorized as political traffic.
Please Note: Emergency use case registration requires additional carrier approval.
Note: Public, Private, Nonprofit, and Government entity types all qualify to register for the K-12 Education Use Case.
K-12 Education is a special use case for messaging platforms that support schools from Kindergarten through 12th grade (K-12). The K-12 Education use case includes increased throughput and pricing discounts and also requires additional carrier review (post approval) to ensure that the campaign you are registering meets the criteria defined for the K-12 Education use case. Refer to the Carrier Post-Approval section below to learn more about this additional review process.
A2P 10DLC Messaging Limits
For the K-12 Education use case, throughput will be enforced per phone number. Daily message caps on T-Mobile will depend on your brand score.
Please see this support article for more information on current campaign registration fees and messaging throughput for the K-12 Education Special Use Case.
There are 6 Special Campaign Use Cases which require additional carrier review (post-approval) of all attempted registrations immediately following registration:
- Agents, franchise, local branches: brands that have multiple agents, franchises or offices in the same brand vertical, but require individual localized numbers per agent/location/office.
- Proxy (formerly Conversational): peer-to-peer app-based group messaging with proxy/pooled numbers.
- Emergency: notification services designed to support public safety/health during natural disasters, armed conflicts, pandemics, and other national or regional emergencies.
- Social: communication between public figures/influencers and their communities.
- Sweepstakes: all gambling and sweepstakes messaging.
- K-12 Education: Messaging platforms for grades K-12 and schools. Note: Post-Secondary institutions should continue to use the "Higher Education" use case.
Post-approval for these special use cases is required before the phone numbers on the campaign are registered for A2P 10DLC and before unlocking associated pricing or throughput benefits available. Carrier review for post-approval campaigns takes an average of 7 days.
Campaigns requiring post-approval can either be approved or rejected by carriers. If approved, all SMS messages sent or received from the phone numbers in the Messaging Service you used to register the campaign will be routed as registered A2P messaging traffic. If rejected, you will not be able to send or receive A2P-registered SMS messages from the phone numbers in the Messaging Service until you re-register your campaign with an automatic approval use case.
During the "Register Campaign Use Case" section of the registration process, click the Available A2P campaign use cases dropdown menu. The campaign use cases types that require post-approval are categorized as Requires Carrier Review:
Select your A2P campaign use case and continue with the setup process for your Messaging Service.
After registering a campaign requiring post-approval, your campaign will be updated with a status of "In Progress" while the carriers review it. Your traffic will not be moved to registered A2P routes until approved by carriers. If you are already sending messages using the associated Messaging Service on unregistered SMS routes, this will continue to function as normal in this state.
You will receive an email from Twilio with the results of the carrier review after it is completed. Carrier review takes an average of 7 days.
You will either be approved or rejected by the carriers.
If approved, your messaging traffic will be successfully registered on A2P routes in accordance with the pricing and throughput of the selected campaign type. Your campaign will be marked as "Verified" in the Console.
If rejected, you will have the opportunity to resubmit your campaign with a different use case that will be automatically approved by the carriers. Your campaign status will be marked as "Failed" in the Console.
Get help with A2P 10DLC
Need help building or registering your A2P 10DLC application? Learn more about Twilio Professional Services for A2P 10DLC.