What is 10DLC?
10DLC refers to a local phone number with an area code. It is also a term used for general rules set forth by The Campaign Registry, or TCR. These rules apply to any business or application sending text messages to a person (this is called A2P). These updated requirements were implemented on September 1, 2023.
10DLC rules largely focus on two themes: spam prevention and consent. Building on existing telephony laws, the goal is for official businesses to send messages to people who agree to receive them.
Who is affected by 10DLC?
If you are using a CallRail number to send text messages, you must register with TCR and follow their messaging guidelines. If you do not register or fail to abide by 10DLC rules, you will be unable to send text messages.
These rules apply to all types of CallRail accounts, including agencies and their clients.
How to Register for 10DLC
Step one: Submitting the registration form
To register your business and CallRail numbers with TCR, navigate to your Account settings and select Compliance home. There will be a button to select for 10DLC registration.
AI-assisted form fill: When you begin the registration process, CallRail automatically uses AI to pre-fill the registration form with information from your business website. This reduces manual entry and helps minimize errors. Review all pre-filled fields carefully before submitting, and correct or complete any fields that are blank or inaccurate.
Pre-fill quality depends on the information available on your website. If your site is sparse or outdated, some fields may be left blank. You can complete any blank fields manually before submitting. Your EIN (Employer Identification Number) cannot be sourced from your website and will need to be entered manually.
Please note: when filling out the registration form, ensure the Industry and Legal Entity type are filled out. Failure to do so could result in your registration being delayed or denied.
Once you submit, your form is sent to our messaging partner for review. The content you provide will be used to determine your registration status.
Step two: brand verification
Once submitted, TCR and our messaging partner will verify your business (referred to as a brand by TCR) using the information you provided (e.g., legal business name, address, tax identifier, website).
Step three: campaign verification
After verifying your brand, TCR and our messaging partner will review your text messaging use cases and processes.. This evaluation ensures that your business is adhering to all regulations and best practices for text messaging (e.g., consent to send messages with proper opt-in, opt-out language, approved text content).
Completing the registration form does not guarantee that your business will be approved. Please ensure that your business practices, website, and text messaging protocols are up to date and compliant before submission to ensure successful registration.
Best practices for 10DLC
Best practices for registration
When filling out the registration form, make sure all of your business information is up to date. You will also need to provide two examples of your text message content. These do not have to be exactly what you will send to customers, but they must represent your business. If there are discrepancies, your application will be rejected, delaying your ability to send text messages.
You can also review Twilio's documentation for campaign and brand approval best practices.
Best practices for staying compliant
In order to be considered in good standing with TCR, CallRail has some recommendations for your business.
- Ensure your business has a public, searchable URL and privacy policy.
- Make sure your first text message to customers includes consent-based messaging and keywords. CallRail helps with this by detecting keywords such as YES or STOP, and prompting you to include them if you have not already.
- Your messages must not include spam or phishing links, explicit material, or content that is illegal at the federal level for you and the message recipient. A robust list of best practices and guidelines can be found in CallRail’s help center.
Please note: To send text messages as a business, you must obtain informed consent from text message recipients. Failing to do so may result in carriers blocking your texts and suspending your campaign. Information on informed consent and text message guidelines can be found here.
Avoiding Campaign Rejection
Make sure your campaign has the following to avoid lengthy delays in 10DLC registration.
- SMS Opt-in: Required SMS opt-in format and content. Do not include other consents, such as email or phone calls. Marketing and transactional consent must be separate. The opt-in checkbox must be present, but selecting it should be optional. Links to the Privacy Policy and Terms & Conditions need to be included.
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SMS Privacy Policy and Terms of Use link are required on all websites. These items can be combined into a single link (i.e., SMS Privacy Policy | Terms), containing the verbiage shown below. The Privacy Policy must state that mobile information will not be shared with third parties or affiliates for marketing or promotional purposes.
Frequently asked questions
How long does the registration process take?
The timeline for 10DLC registration can vary, depending on submission volume and the accuracy of your submitted information. A typical registration can take 3 to 5 business days. In order to register as quickly as possible, make sure your registration from is as accurate as possible.
Are there any fees associated with 10DLC that I should be aware of?
Your CallRail invoice for 10DLC registration will include a monthly fee of $1.50 USD, listed as a mixed-use campaign fee with your other platform charges.
We do not charge a fee for submitting your registration request.