#

10DLC (10-Digit Long Code)

A standard 10-digit phone number (like a regular local number) that has been registered and approved for sending business text messages (A2P messaging). Unlike unregistered long codes, 10DLC numbers offer higher throughput, better deliverability, and carrier trust because the sender has verified their identity and use case through TCR.

A

A2P (Application-to-Person)

Any text message sent from a business or software application to a consumer. Examples include appointment reminders, order confirmations, marketing promotions, and two-factor authentication codes. A2P messaging requires proper registration under 10DLC rules to ensure messages are delivered reliably.

B

Brand

The business entity that sends text messages. In the 10DLC ecosystem, a brand must be registered with The Campaign Registry (TCR) before it can run any messaging campaigns. Brand registration includes verifying the company name, EIN, address, and other business details.

Brand Vetting

An optional (sometimes required) enhanced verification process where a third-party vetting provider reviews your business details beyond the standard TCR registration. Vetting can increase your trust score, unlock higher message throughput, and is mandatory for certain sensitive use cases like financial services or healthcare messaging.

C

Campaign

A specific messaging program registered under your brand with TCR. Each campaign defines the type of messages you send (e.g., marketing, customer care, two-factor authentication), the content of those messages, and how consumers opt in. A single brand can have multiple campaigns for different purposes.

Campaign Service Provider (CSP)

A company that connects businesses to carrier networks and facilitates 10DLC registration. CSPs handle the technical integration with TCR on behalf of brands, manage campaign submissions, and route messages through their platform. 10-DLC.com acts as a CSP to simplify the registration process for businesses.

Carrier / MNO (Mobile Network Operator)

A telecommunications company that operates a mobile network and delivers text messages to subscribers. Major US carriers include AT&T, T-Mobile, and Verizon. Each carrier reviews and approves 10DLC campaigns independently, and they set their own throughput limits and filtering rules.

CTIA

The trade association representing the US wireless communications industry. CTIA publishes the Messaging Principles and Best Practices guide that defines industry standards for commercial text messaging, including opt-in requirements, message content rules, and opt-out handling.

D

DCA (Direct Connect Aggregator)

A messaging provider with direct connections to carrier networks. DCAs sit between Campaign Service Providers and the carriers, routing registered 10DLC traffic. When you register a campaign, each DCA that handles your traffic must also approve it before messages flow through their network.

Dedicated Short Code

A 5- or 6-digit phone number leased exclusively by one business for high-volume messaging. Short codes offer the highest throughput and deliverability but are expensive (typically $500-$1,000/month to lease) and take 8-12 weeks to provision. 10DLC provides a more affordable alternative for most businesses.

E

EIN (Employer Identification Number)

A 9-digit number assigned by the IRS to US businesses for tax identification. Your EIN is required during 10DLC brand registration to verify your business identity. It is sometimes called a Federal Tax ID number.

Express Consent

Permission given by a consumer to receive non-marketing text messages from your business. Express consent can be obtained verbally, in writing, or electronically (e.g., by entering a phone number on a form). This level of consent is sufficient for transactional messages like order updates and appointment reminders.

Express Written Consent

A higher standard of consent required for marketing and promotional text messages under the TCPA. The consumer must agree in writing (including electronic signatures, web forms, or text message opt-ins) to receive marketing messages, and the consent agreement must clearly disclose the type and frequency of messages.

F

Filtering

The process by which carriers block or flag text messages that appear to violate their policies. Filtering can be triggered by unregistered sender numbers, spam-like content, high complaint rates, or messages sent to consumers who have opted out. Proper 10DLC registration significantly reduces the risk of your messages being filtered.

L

Long Code

A standard 10-digit phone number. Historically, long codes were designed for person-to-person (P2P) calls and texts. The 10DLC system now allows businesses to use long codes for A2P messaging with proper registration, combining the familiarity of a local number with the deliverability benefits of carrier approval.

M

Message Throughput

The rate at which you can send text messages, measured in messages per second (MPS). Your throughput limit depends on your brand trust score, campaign type, and carrier-specific rules. Higher trust scores and enhanced vetting unlock greater throughput, ranging from roughly 1 MPS for low-trust brands to 75+ MPS for fully vetted ones.

MMS (Multimedia Messaging Service)

A messaging standard that supports sending images, videos, audio files, and longer text content (up to 1,600 characters) in a single message. MMS messages typically cost more to send than SMS but can be more engaging for marketing campaigns. MMS is supported under 10DLC registration.

O

Opt-In

The process by which a consumer gives permission to receive text messages from your business. Valid opt-in methods include web forms, keyword texting (e.g., texting "JOIN" to your number), paper forms, and QR code scans. You must maintain records of every opt-in for compliance purposes.

Opt-Out

The process by which a consumer revokes their permission to receive text messages. Under CTIA guidelines and carrier rules, you must honor opt-out requests immediately. Standard opt-out keywords like STOP, UNSUBSCRIBE, and CANCEL must always be supported and processed automatically.

P

P2P (Person-to-Person)

Text messages exchanged between two individuals, as opposed to A2P (business-to-consumer) messages. Carriers apply different rules and throughput limits to P2P traffic. Sending business messages over P2P channels without registration is a violation of carrier policies and will result in message filtering.

Q

QR Code

A scannable barcode that can direct consumers to a web page, trigger a text message opt-in, or link to other digital content. In SMS marketing, QR codes are a popular opt-in method: consumers scan the code, which opens a pre-filled text message they send to subscribe to your messaging program.

S

Shared Short Code

A short code used by multiple businesses simultaneously. Shared short codes were once common for A2P messaging but have been largely phased out by carriers due to abuse concerns. 10DLC is the recommended replacement, offering dedicated sender identity at a fraction of the cost of a dedicated short code.

SMS (Short Message Service)

The standard protocol for sending text-only messages of up to 160 characters (or 70 characters when using special characters like emoji). SMS is the most widely supported messaging format and works on virtually every mobile phone. It is the primary channel for 10DLC-registered campaigns.

T

TCPA (Telephone Consumer Protection Act)

A US federal law enacted in 1991 that regulates telemarketing calls and text messages. The TCPA requires businesses to obtain prior express consent before sending informational texts and prior express written consent before sending marketing texts. Violations can result in penalties of $500 to $1,500 per message.

TCR (The Campaign Registry)

The central registry that manages 10DLC brand and campaign registrations in the United States. TCR acts as a clearinghouse between businesses, Campaign Service Providers, and mobile carriers. All brands and campaigns must be registered with TCR before sending A2P messages over 10DLC numbers.

Toll-Free Number

A phone number with an 800, 888, 877, 866, 855, 844, or 833 prefix that can also be used for A2P messaging. Toll-free numbers have their own verification process (separate from 10DLC) and are a good option for businesses that want a nationally recognized number without registering individual 10DLC campaigns.

Trust Score

A numeric rating assigned to your brand by TCR after registration, reflecting how trustworthy your business appears based on factors like company size, history, and verification level. Higher trust scores unlock higher message throughput and better deliverability. Scores can be improved through enhanced brand vetting.

U

Use Case

The specific purpose or type of messaging you register a campaign for. Common use cases include marketing, customer care, account notifications, two-factor authentication, delivery notifications, and public service announcements. Each use case has different registration requirements and throughput limits.

V

Vetting

The verification process that confirms your business identity and legitimacy for 10DLC registration. Standard vetting is automatic and based on the information you submit (EIN, address, etc.). Enhanced vetting is a deeper review performed by a third-party provider and can significantly increase your trust score and messaging limits.

W

Webhook

An automated HTTP callback that sends real-time notifications to your server when specific events occur, such as a message being delivered, a delivery failure, an opt-out request, or a campaign status change. Webhooks allow you to integrate 10DLC messaging into your existing systems without polling for updates.