A2P 10DLC Brand Registration Guide


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.


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
  • Please note SMS + Voice enabled numbers will only be affected if outbound messages are sent, at which it will be throttled and pass through fee's will be applied.  SMS Inbound and Voice capabilities will remain the same.

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 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.


  • 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.





Account that this Brand will be associated with


Entity Type

Entity type behind the brand. Is this a form of business or individual/freelance developer?



Identify if this brand is a partner or reseller so can have multiple campaigns/numbers


Website URL

The website of the business


Brand Relationship

Brand relationship level assessed by CSP



The segment in which the business operates in



The email address of support contact ie person who set up brand


Display Name

Brand/Marketing name of the business


Company Name

The legal name of the business



Tax ID of the business


Alternative Business Id Type

Alternative Business Identifier Type. e.g. DUNS, LEI, GIIN.


Alternative Business Name

Alternative Business Identifier



The support contact telephone in e.164 format. E.g. +12023339999



Street name and house number. E.g. 1000 Sunset Hill Road



City name



State or province. For the United States, please use 2 character codes. E.g. 'CA' for California.


Postal Code

Zip Code or postal code. E.g. 21012



2 letter ISO-2 country code. E.g. US


Stock Symbol

The stock symbol of the brand


Stock Exchange

The stock exchange of the brand




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.


  • 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.


  • 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.

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