Update Aug 12, 2021:
All Aloware customers must now provide their brand registration information for 10DLC and A2P messaging, under Account > Compliance (link). Unregistered brands might be subject to 100% SMS filtration and undeliverability as of 10/1/2021.
What is A2P 10DLC?
A2P 10DLC stands for “Application-to-Peer Ten-Digit Long Codes”. A Ten-Digit Long Code (10DLC) is simply the term for a phone number and area code (e.g. 555-555-5555), not including Toll-free numbers.
10DLCs have always existed, but US carriers have decided to treat SMS traffic from Application-to-Peer (A2P) services differently starting in 2021. Sending a text from one mobile handset to another is considered P2P (Peer-to-Peer), whereas sending a text via software like Aloware is considered A2P.
Under this framework, users of these lines will now need to formally declare their intention with wireless carriers in order to conduct commercial texting under A2P 10DLC.
Why is A2P 10DLC Happening?
A2P 10DLC is being adopted by US carriers to separate commercial from P2P use cases in order to provide a better experience for their wireless subscribers.
The goal is to increase transparency and minimize SMS & MMS spam from local numbers. Ideally, text messaging deliverability and volumes will improve for compliant texters overall, while making bad practices more costly for noncompliant texters [e.g. unauthorized bulk SMS, spam SMS].
A2P 10DLC is being instituted by the telecommunications networks themselves — not the FCC.
Who will be affected by A2P 10DLC?
Everyone who uses Ten-Digit Long Codes to text in the U.S. over A2P services such as Aloware is affected by this change. This change is not unique to our product and is being applied industry-wide.
That said, if your organization sends less than 2,000 messages daily, you will still need to register basic info about your brand under A2P 10DLC; however, the impact of the framework will likely be negligible.
Note: Text traffic over Toll-Free numbers is not subject to A2P 10DLC requirements.
Toll-Free numbers are already sanctioned for business use, and their text traffic will not be subject to filtering or tariffs in the same manner as A2P 10DLC traffic.
How will A2P 10DLC work?
Under A2P 10DLC, commercial texters will need to register information about their business, use case, and specific campaigns directly with U.S. telco networks.
Aloware will be gathering the necessary information from our clients in order to manage the registration process. Once registered, the networks will determine the volume and level of filtering for texting campaigns based on an assigned Trust Score.
While each carrier is approaching A2P 10DLC differently, generally speaking, there will be additional SMS/MMS fees, and a greater risk of filtering, for users that fail to comply.
How will A2P 10DLC impact the cost of texting?
Aloware will not be altering its pricing in any way in response to A2P 10DLC; however, the carriers themselves will be levying additional pass-through fees on text traffic from our customers that reach their subscribers. This fee will be passed on to our clients with no markup. You can read more about the fees in this article:
The networks have not been consistent as each one has a different rubric for their specific A2P 10DLC pass-through fees. If you need more information from the carriers, please consult this guide from our vendor, Twilio.
When does A2P 10DLC go into full effect?
As of May 2021, only a few U.S. carriers have provided a confident timeline for full A2P 10DLC implementation.
Because each carrier has different timelines and methods of enforcement, Aloware strongly encourages organizations to register as soon as possible in order to avoid any surprise fees or filtering.
Existing Aloware customers MUST provide their registration information under Account > Compliance (link).