Major US carriers have announced their requirements for SMS A2P (application to person) messaging using 10 digit geographic numbers, also known as 10 DLC. This new standard provides many benefits to our customers including supporting higher messaging speeds and better deliverability.
Requirements:
Customers using the Vonage SMS API to send traffic from a +1 Country Code 10-Digit Long Code into US networks will need to register a brand and campaign in order to get approval for sending 10 DLC messages.
- The guide below outlines what you need to know about brand registration for 10DLC messages. For help on classifying your use case campaigns, you can access this separate guide.
- Customers can only send messages with the same use case that have been registered with their campaign
- Resellers of Vonage SMS services will, in most cases, need to register their customers' brands and campaigns for them.
- US numbers can no longer be shared across brands which includes both geographic numbers and US Shared Short Codes
10DLC Brand Registration Guide
A brand is the legal entity of the business. For example:
- “ABC Sodas” would submit just one brand, ““ABC Sodas””, and this would be sufficient for all their other consumer brands such as “Cherry Soda” and “Root Beer Soda”.
- Vonage Business Cloud would submit one brand as it is SaaS solution, through which other business communicate. Another example would be Shopify.
Registering a single brand Vs Registering multiple brands
A large SaaS platform with a few large customers might consider separately registering those large customers as their own brands. For the majority of the smaller customers they can be under one brand. This means that if there are any spam/reputation issues they can be isolated to those individual brands.
If you are an SMS Aggregator, such as Openmarket, with no brand value added on top and simply pass through the message then you would need to apply as a reseller and each of the businesses you serve would need to apply as their own brand.
Summary:
- If you operate as one legal entity and only send content as that legal entity then submit one brand.
- If you are operating as a SaaS business with value added then submit one brand
- If you are operating as an SMS aggregator then submit individual brands for the legal entities that you represent.
For more information review
Brand Registration Form
Below are the data values you will need when you register a Brand for 10DLC.
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Name |
Description |
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Account |
Account that this Brand will be associated with |
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Entity Type |
Entity type behind the brand. Is this a form of business or individual/freelance developer? |
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Partner |
Identify if this brand is a partner or reseller so can have multiple campaigns/numbers |
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Website URL |
The website of the business |
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Brand Relationship |
Brand relationship level assessed by CSP |
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The segment in which the business operates in |
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The email address of support contact ie person who set up brand |
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Display Name |
Brand/Marketing name of the business |
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Company Name |
The legal name of the business |
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EIN |
Tax ID of the business |
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Alternative Business Id Type |
Alternative Business Identifier Type. e.g. DUNS, LEI, GIIN. |
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Alternative Business Name |
Alternative Business Identifier |
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Phone |
The support contact telephone in e.164 format. E.g. +12023339999 |
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Street |
Street name and house number. E.g. 1000 Sunset Hill Road |
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City |
City name |
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State |
State or province. For the United States, please use 2 character codes. E.g. 'CA' for California. |
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Postal Code |
Zip Code or postal code. E.g. 21012 |
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Country |
2 letter ISO-2 country code. E.g. US |
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Stock Symbol |
The stock symbol of the brand |
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Stock Exchange |
The stock exchange of the brand |
Considerations
How to Define Your “Business Type”
It’s important to note that some “campaigns” are limited to specific company types. For example, for a registered campaign type that is a Charity use case, it is unlikely that the campaign will be approved for any business entity type other than a registered charity.
Business Types:
- Publicly traded company
- Private for profit company
- Not for profit company
Reseller Businesses
Vonage SMS Resellers are those who resell the Vonage SMS API.
Understanding if a Brand is a reseller/partner is critical. It determines if you need to register a single brand and campaign or multiple brands and campaigns for your 10DLC program. This impacts the program cost, and will also impact the time to set-up and get brands and campaigns registered.
Single Account, Multiple Brands
This is referring to a single parent business that provides software which allows multiple businesses (their brand customers) to send SMS within their own branding and content. Orchestration of the different brand customers is managed within their single parent account.
Attributes:
- Parent business who resells SMS services
- Each brand has different use cases
- Each brand has its own content and branding
Parent and Sub-Accounts
This model is more like a Partner model where a parent business account directly manages each of their own brand customers. Their customers are managed through separate sub-accounts since numbers, billing and configuration is set up according to each customer's needs.
Attributes:
- Multiple sub-accounts one per customer or child business
Tax & Stock Information
If the customer is publicly traded company Stock Symbol is mandatory. And for all companies other than individuals an EIN is required.
