SMS and MMS messages sent through Avochato from 10 digit long code numbers (10DLC) are classified as Application-to-Person (A2P) traffic by US carriers. In order to thwart unwanted messages, carriers apply filters on A2P traffic to block messages they deem to be spam. A2P 10DLC refers to a system in the United States that allows businesses to send A2P type messaging via standard 10DLC phone numbers.
On March 1, 2021, AT&T launched their A2P 10DCL initiative which provides better message delivery and reduces the risk of filtering. T-Mobile is also expected to announce details of their rollout in the near future. Verizon has previously launched their own A2P 10DLC solution back in January 2019.
How will this impact current and potential customers?
Avochato will do all the heavy lifting in terms of getting your business approved for A2P 10DLC. There will be some business details we will need to collect from you to get you registered and approved. We will also need a couple of example messages that you are sending to your contacts. Lastly, there will be some additional fees that will vary depending on the number of inboxes and your use case (more information to come on this as details come available).
How do these rule changes affect short codes and Toll-Free numbers? Should I switch to 10DLC?
These changes do not directly affect ‘dedicated’ short codes and Toll-Free numbers, except for officially prohibiting shared short codes (Shared short codes are not part of the Avochato platform). If it best suits your business to move from a toll-free number or short code, to a 10DLC, reach out to an Avochato representative to discuss and get started.
What are the Pros and Cons of A2P 10DLC?
- Strongly supports 2-way communication
- Reduced SMS fraud and spam to US end-consumers
- Increased message deliverability and throughput (delivery speed) per phone number
- Better customer experience with embedded links & media, delivery reliability and speed
- Higher fees to register and for sending and receiving messages
What fees are associated with the A2P 10DLC?
- One-time brand registration fee of $4
- Campaign registration fees*: $10/month
- Message fees:
- AT&T: $0.003/SMS & $0.0035/MMS
- Verizon: $0.0025/SMS & $0.005/MMS
Any unregistered traffic will incur fees of $0.004/SMS. These fees will not going into effect until June 1, 2021.
*Note, A Campaign represents a use case. Some companies may only need one Campaign, in other cases, you may have multiple.
The $10 monthly campaign fee is only applicable for accounts that send greater than 3,000 segments in a 24 hour period.
How does this impact Canadian customers?
No impact. Canadian mobile carriers may introduce registered A2P 10DLC solutions in the future, but at this time carriers have not announced any plans to do so.