EasyPark. 23andMe. Idaho National Laboratory. T-Mobile. What do these seemingly random organizations all have in common?

These five brands experienced significant data breaches in 2023 that exposed sensitive user data and business records. A lack of multifactor or two-factor authentication as part of the login process contributed to these data breaches.

Although data breaches are common—with more than 3,200 cases in the US exposing 353 million users in 2023—many can be avoided with simple security measures such as two-factor authentication (2FA). These added security measures ensure the login request comes from the same user who created the account. 

Multiple verification options, including email, voice, and other biometrics, are available. For most businesses, SMS verification with a one-time passcode is the easiest and most convenient way to authenticate a login request.

Here’s why: SMS (text subscription) is the ideal channel for user verification communication. 

• More than 97% of Americans and 7 billion people worldwide use a cell phone. 
• People look at 99% of text messages, usually within 15 minutes of receiving them, whereas other channels, such as email, lack that immediacy. 
• Over 75% of consumers are OK with receiving SMS messages from brands they’ve opted in.

Even if you’re already familiar with SMS verification, it’s important to stay up-to-date with the latest trends and innovations SMS verification services offer. In this guide, we’ll dive deeper into SMS verification and how the latest APIs help authenticate users to keep your business and customer data safe. 

What is SMS verification?

SMS verification is a security technique that employs Short Message Service (SMS) to verify the identity of users during online activities such as transactions, account logins, or accessing sensitive information. It is widely adopted by websites, apps, banks, and social networks as a method to strengthen security and ensure that access is granted only to verified users.

The primary function of SMS verification is to introduce an additional security layer on top of the standard username and password. This extra security is crucial for businesses looking to protect themselves from unauthorized access, identity theft, and other cyber threats.

SMS verification is often referred to by several terms that, while similar, emphasize different aspects of this security feature:

• Two-factor authentication (2FA) and multi-factor authentication (MFA) highlight the addition of extra security layers.
• One-time passwords (OTPs) focus on the generation of single-use codes that enhance security by ensuring that access codes cannot be reused.
• SMS authentication refers to the broad application of text messages as a means to confirm a user’s identity.

Is SMS secure?

SMS verification is more secure than passwords alone. By adding a second factor, SMS authentication makes it more difficult for bad actors to steal credentials and hack accounts. 

What is SMS authentication?

SMS verification and SMS authentication are two phrases that are often used interchangeably. However, these are different terms worth understanding. 

SMS authentication happens during ongoing customer interactions and includes MFA (multi-factor authentication) or 2FA, such as at login or on high-value transactions, customer service calls, etc.

SMS verification when your business first associates details with a customer account: at signup or when the customer provides new contact information like an email address or phone number.  

How does SMS verification work?

SMS text verification lets apps, websites, banks, and other businesses double-check a user’s identity. Companies can verify if the person requesting to log in to an account is who they say they are by sending a one-time passcode via SMS to the number registered with the account. The recipient enters the code into the login page or app to complete the login process. 

Here’s what this process involves: 

• Step 1: A user logs into your remote server with their username and password. 
• Step 2: The server cross-checks the username and password. If they don’t match, the server denies access to the person. 
• Step 3: If the credentials match, the server generates an OTP (one-time password) and sends it to the user via SMS, which is valid for a few minutes. 
• Step 4: The user enters the password into the login screen, and if it’s correct, the server grants access.

SMS verification is more secure since a hacker needs (at least) two pieces of information instead of just a password. This extra step makes it difficult for hackers to steal credentials and hack accounts.

Users and businesses like the convenience of SMS-based verification. Additionally, best-in-class SMS authentication systems, like Plivo’s Verify API, can deliver passwords via voice call.

Advantages of SMS verification

There are several advantages of SMS verification. 

• Enhanced security: SMS verification makes it difficult for unauthorized individuals to access accounts.
• Improved user experience: SMS verification is a fast and convenient way for users to verify their identity. 
• Cost-effectiveness: SMS verification is generally more affordable than other verification methods.
• Scalability: SMS verification can easily scale to accommodate a growing user base.
• Global reach: SMS is a widely used communication channel suitable for businesses in different countries and regions.
• Reduced fraud: SMS verification helps prevent fraud by verifying the authenticity of user accounts.
• Compliance: SMS verification can help businesses comply with data protection and security regulations by providing a secure authentication method.

While these advantages make SMS verification the right choice for most organizations, there are some drawbacks to using this security measure. 

Challenges of SMS verification

SMS verification comes with a few disadvantages. For one thing, it’s possible for users to lose their phones or neglect to carry them with them, locking them out of systems and resources that they need.

A more significant disadvantage is the cost to an organization of sending text messages for each authentication transaction. Even if an outbound text message costs only half a cent, those costs can add up. Most organizations consider 2FA messaging a cost of doing business, since the cost of unauthorized access to systems and accounts can be far greater.

If a hacker has physical access to someone’s phone, the “something you have” factor is compromised. And hackers don’t necessarily need to hold the phone in their hands. Attacks such as SIM swapping or SIM jacking and social engineering of mobile network operators’ staff can gain hackers access to SMS messages sent to users’ phones. If a hacker gets both password credentials and the second authentication factor, there’s no keeping them out of targeted systems.

SMS verification also depends on having access to a wireless network. The one-time passcode SMS won’t be delivered if the phone is out of network coverage.

Finally, there’s a privacy issue — for SMS verification to work, an organization has to have access to someone’s phone number. While it’s reasonable for an employer to request its employees’ numbers for 2FA, consumers might balk at registering for an account and providing contact information before they can access resources. People aren’t always willing to share that information. Storage of user identification data should be governed by a published privacy policy.

Nevertheless, despite possible drawbacks, SMS verification in the form of OTPs for 2FA is an effective approach to enhancing authentication.

Overcome key business challenges with SMS verification

1. Avoid SMS traffic pumping fraud 

Also called artificially inflated traffic, SMS traffic pumping fraud occurs when fraudsters use the phone number input field to receive a one-time passcode (OTP), an app download link, or anything else via SMS. Fraudsters can then generate a large volume of SMS messages to premium-rate numbers controlled by them, resulting in significant financial losses for businesses.

Without adequate controls, mitigating the risk of SMS pumping fraud is a significant business challenge. Plivo’s Fraud Shield comes built into our Verify API to stop pumping fraud in its tracks. Plivo Fraud Shield is an AI-driven model that automatically detects and blocks fraudulent messages — and it’s ready with a simple one-click setup.

2. Stop SMS phishing attacks

SMS verification, when used correctly, can be a valuable tool in preventing phishing attacks, but it's not foolproof. SMS verification adds a second layer of security beyond just a password. It requires users to have access to their registered phone number, making it more difficult for attackers to gain access to accounts.

Likewise, if an attacker attempts to log in to an account from an unrecognized device, an SMS code will be sent to the registered phone number. This can alert the user to suspicious activity and prevent unauthorized access.

3. Protect user credentials from brute force attacks 

Unsurprisingly, brute force attacks that use trial and error to deduce login information and encryption keys are highly effective in data breaches. Organizations that simply rely on usernames and passwords are still vulnerable to brute-force attacks. 

SMS verification mitigates the risk of a successful brute-force attack. The account is locked if a user enters the wrong PIN or marks passwords invalid after a certain number of unsuccessful attempts, making it harder for hackers to tweak/identify the user credentials. 

How to choose an SMS verification service

When you’re ready to implement SMS verification, there are two options: You can either build a 2FA solution in-house or integrate an SMS API provider. 

There are a few reasons why some businesses build their own OTP solution. Building an in-house system allows for tailoring authentication methods to precisely fit the company’s unique workflows and data sensitivity. In some cases, regulations might mandate a specific level of control over user data that can only be configured with an in-house solution. 

However, building a custom SMS verification solution is too technical and expensive for most businesses. Instead, a reputable communications platform as a service (CPaaS) like Plivo offers robust 2FA APIs that are secure, cloud-based, and cost-effective. These APIs are simpler and more efficient than writing code from scratch, so an SMS API provider makes setting up OTP easier.

Plivo’s Verify API is an off-the-shelf solution designed to meet regulatory compliance across the countries where your users are based. 

Plivo Verify API: effortless, robust SMS verification

Plivo’s Verify API makes it simple to start offering SMS verification. Our 2FA technology helps protect your business, build trust with customers, and protect against SMS pumping attacks. Plus, unlike with other CPaaS providers, you pay no extra fee for successful verifications with Plivo’s Verify API.

Here’s why thousands of businesses use Plivo Verify API to integrate SMS verification and deliver a better customer experience. 

Fraud Shield

Plivo’s Fraud Shield is an AI-driven model that automatically detects and blocks fraudulent messages. Set up your SMS pumping fraud protection with a simple one-click setup. Fraud Shield allows you to choose how your system responds to signs of SMS pumping fraud. Customize your settings and automate alerts to quickly take action in case of a breach. 

The geo permissions setting allows you to control the countries to which your SMS traffic is sent by creating an approved countries list. We block any messages intended for countries not on your approved destination list free of charge. 

Go live in one sprint

Use Plivo’s pre-registered sender IDs and templates to slash implementation time by 90%. You could start sending SMS verification to users in 150+ countries in under five minutes.

Reduce OTP costs

Plivo’s Verify API delivers the lowest costs per verification. You only pay to verify real users, with zero authentication fees and zero additional costs for Fraud Shield. With Plivo, you save over 91% of costs compared to other platforms for every 100,000 SMS sent. 

Maximize OTP conversion rates

Plivo’s API delivers a 95% conversion rate across multiple authentication channels. Take advantage of specialized routes from carriers that are not available with the SMS and Voice APIs. Intelligent routing identifies the best routes and number types for conversions. Plus, get automatic load balancing and traffic routing to another carrier in the event of a carrier failure.

Alternatives to SMS verification

This year, Okta announced that it would sunset its SMS and voice verification service. Instead, Okta will focus on password-less options like FastPass or FIDO2 WebAuthn — two popular alternatives to SMS verification.

While FastPass and WebAuthn undeniably offer advanced security features, we believe SMS and voice authentication methods remain relevant in enterprise environments. There are compelling reasons enterprises should continue using Plivo with Okta for SMS and voice OTP authentication. Compared to passkey options, SMS verification is: 

• Universally accessible. SMS and voice authentication methods are not limited by the type of device a user has.
• Easy to integrate. Most enterprises already support SMS and voice OTPs, making these methods easy to maintain and expand.
• Familiar and convenient. The simplicity of receiving and entering a code into a system makes SMS and voice OTPs convenient for users of all ages and technical proficiency levels. 
• Affordable and scalable. Enterprises do not need to purchase and distribute hardware tokens or ensure all users have compatible devices. 
• Compliant. SMS and voice OTPs are recognized and accepted methods for multi-factor authentication.

Ultimately, passkeys and other forms of authentication are best used as complementary or additive ways to verify a user’s identity. 

Conclusion

‍Plivo's SMS Verification API offers a robust solution for businesses looking to integrate this technology seamlessly. With Plivo, organizations can leverage a scalable, reliable, and secure platform that simplifies the process of sending OTPs to users worldwide. Plivo's SMS API is designed to ensure high deliverability rates and rapid transmission, minimizing delays and enhancing user experience.

By choosing Plivo, businesses can not only fortify their security measures but also maintain a cost-effective approach to protecting their digital assets and user data. Implementing Plivo's SMS Verification API means choosing a partner committed to your security needs and to the smooth operation of your authentication processes.

This guide explains how 10DLC helps businesses reach US audiences, improve deliverability and throughput, and ensure compliance.

Many businesses struggle to send text messages en masse while meeting compliance restrictions. Mid-level and enterprise companies that often send texts at scale can face deliverability issues and frustrating red tape that prevent them from easily communicating with their audience. 

Fortunately, there’s an easy solution: 10DLC. 

A 10-digit long code, or 10DLC, is a type of phone number used in business text messaging to send large volumes of SMS/MMS messages directly to customers. 10DLC numbers meet the telecom industry’s constantly evolving demand for solutions that are efficient, compliant, and cost-effective. 

In this guide, we’ll share more about how to register for a 10DLC number, the costs associated with it, how they can benefit your business, and some key considerations for using 10DLC in your next campaign. 

What is 10DLC? 

10 DLC (10-digit long code) numbers are local long code numbers that mobile network operators specifically approve for business messaging. When sent, 10DLC SMS messages show up as standard 10-digit numbers from the sender to the recipients.

10 DLC is used for application-to-peer (A2P) messaging. Here’s how this works: 

In comparison to other types of SMS codes, 10DLC offers a relatively more convenient and inexpensive way for businesses to text consumers with stronger credibility and deliverability. 

From a customer’s point of view, they get more relevant, trustworthy messages on their devices, and from the brand’s perspective, they benefit from a higher quality messaging service with better throughput levels in 10DLC. 

Learn the cost of setting up 10DLC numbers for your business here. 

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How to register and implement A2P 10DLC?

To implement 10DLC, you must register your 10DLC number with The Campaign Registry (TCR). It’s a central hub for A2P 10DLC messaging campaigns by North America’s major mobile carriers like AT&T, Verizon, and others to help businesses communicate with their consumers more efficiently and securely. 

At Plivo, we’re focused on making it as simple as possible for businesses to complete their 10DLC registration process promptly. Our 10DLC console experience delivers more visibility into your entire brand and campaign registration process. 

If you're a reseller planning to register a messaging campaign for a third party, you need to provide information about who will receive the messages. This includes details about their company and the messaging plans they have chosen.

To help you further, we created a step-by-step 10 DLC registration with all the important things you need to complete your 10DLC registration. 

Step 1: TCR vetting process

When a brand wants to send messages through a carrier, the maximum amount of messages they can send is determined by their vetting score. 

Third-party vetting partners, such as Aegis Mobile, Campaign Verify, and WMC Global, use undisclosed algorithms to compute vetting scores that verify brands based on the type of organization account and other company details.

To vet a brand and its campaigns, TCR charges a one-time fee of $40 for the brand's license plate number. This cost is passed on to customers by Plivo. If a brand's messaging volume exceeds 6,000 per day, Plivo recommends they pay for additional vetting.

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Step 2: 10DLC Costs 

For standard brands, there is a one-time registration fee of $4. Additionally, there is an optional fee of $40 for vetting, which allows for higher throughput. You will be charged a monthly fee of $10 per campaign, with a limit of 100 campaigns and 49 long code numbers per campaign.

Depending on the brand and campaign’s score, the throughput varies up to a maximum of 4,500 TPM. 

Step 3: Messaging throughputs 

US operators have set specific tiers for messaging throughput in terms of transactions per minute (TPM) and transactions per day (TPD). Based on your vetting score assigned by TCR, your messaging rate limits and throughput are determined. 

If you want to learn more, check out our 10DLC support page. 

What are the benefits of A2P 10DLC?

10DLC is one of the best ways for businesses to communicate with their consumers. It establishes a credible, authentic, direct line of contact between a business owner (you) and a 10DLC recipient (your audience). 

Here are some of the key benefits of 10DLC: 

1. Get higher messaging deliverability and low latency 

Since 10DLC numbers are authorized and vetted by TCR, messages sent via these numbers have a higher chance to pass through carrier spam filters as compared to messages sent via traditional long code numbers. 

As a result, 10DLC campaigns tend to have higher SMS open rates, better customer engagement, and higher conversion rates. 

For example, at Fluent, whose business revolves around customer acquisition, using Plivo as one of their cloud communications platforms for 10DLC helped their business meet its messaging goals. 

Additionally, 10DLC has low latency, meaning there’s minimal delay between sending a message and its delivery to the targeted recipient. This is critical for time-sensitive communications, ensuring that messages are received almost in real-time, enhancing the effectiveness of customer interactions and services. 

2. Reduce costs and drive higher ROI

10DLC provides a more affordable entry point for businesses to engage in A2P messaging. The lower cost barrier allows small and medium-sized businesses to effectively utilize SMS marketing and business communication. 

Besides, 10DLC can be used for both A2P and P2P (Person-to-Person) messaging, so businesses can consolidate their messaging activities under one number, reducing the need for multiple numbers and the associated costs.

3. Ensure better compliance

10DLC minimizes the risk of non-compliance penalties, which can be costly. By adhering to carrier and regulatory guidelines, businesses can protect their reputation and avoid potential fines. 

Additionally, using a compliant and carrier-approved messaging channel like 10DLC enhances a business’s reputation among consumers, which in turn, impacts brand affinity and customer retention. 

4. Provide a more localized experience 

Given 10DLC numbers maintain the standard 10-digit format familiar to users, they are perceived as local or regional numbers. Since a local phone number feels more familiar, it can increase the likelihood of message engagement, as recipients may be more inclined to trust and respond to messages from numbers that appear local. 

It also presents a great opportunity for businesses to tailor their messaging campaigns to local audiences, increasing the relevance of their campaigns. 

What are the limitations of A2P 10DLC?

While 10DLC comes with plenty of benefits, it also has a few limitations that could impact your business and specific needs. 

1. Lack of support for lengthy messages

If you frequently send long SMS messages to your audience, you might find 10DLC limiting. That’s because 10DLC systems may impose restrictions on the length of messages that can be sent. 

These restrictions may be challenging for companies trying to convey complex information or multiple calls to action within a single message. 

2. Appears like a regular phone number

One of the strengths of 10DLC — its appearance as a standard, local phone number — can also be a double-edged sword. This feature may also result in a lower perceived authority or prestige compared to messaging from short codes, which are often associated with large-scale brands or nationwide campaigns. 

For businesses seeking to establish a commanding brand presence, this might be seen as a drawback.

Business messaging: who should consider using 10DLC?

10DLC is an incredible solution packed with benefits, but certain businesses may find it more useful than others. Specifically —

1. Brands that need better control and flexibility over their messaging campaigns 

10DLC lets you manage campaigns with a high degree of specificity, from targeting and personalization to timing and frequency. You can create more meaningful, relevant campaigns that speak directly to your audience and leave a stronger impact. 

2. Brands seeking improved delivery rates and higher messaging throughput

For businesses that rely on SMS for time-sensitive communications—including financial institutions, healthcare providers, and emergency services—reaching your audience promptly is a critical, non-negotiable aspect of your communication strategy. 

10DLC’s improved deliverability and throughput rates ensure that messages promptly reach their intended recipients. 

3. Brands that need to meet compliance standards

10DLC provides a compliant messaging solution that can mitigate risk for businesses. 

The registration process for 10DLC involves vetting by carriers and adherence to industry standards, offering businesses peace of mind that their messaging practices are in line with legal and regulatory requirements. 

This is particularly important for businesses in highly regulated industries such as finance, healthcare, and education, where non-compliance can result in significant financial penalties.

Ready to improve your sender reputation with 10DLC? 

10DLC checks all the right boxes when it comes to SMS messaging campaigns. It ensures fast delivery speeds, higher throughput, stronger security, and compliance — all while being a scalable solution and an affordable option for businesses. 

As consumers’ demands change and businesses compete for their attention and engagement, being able to communicate in real-time securely will become more crucial; this is where 10DLC fits in. 

You can use the Plivo console or our SDKs (now in public beta) to register your brands or campaigns. Make sure you provide accurate information, as the TCR and carriers review it during the registration process. 

Sign up for Plivo 

10DLC FAQs

1. Who needs to register for a 10DLC?

If you're a business looking to use A2P messaging services in the United States, it's important to register for a 10DLC number. It is crucial to comply with the carrier regulations to ensure that your messages get delivered to your intended audience efficiently.

2. What happens if I don’t register a 10DLC?

When you fail to properly register your 10DLC, there is a risk that messages may be blocked or flagged as spam. It can result in extra expenses and harm to your reputation as a sender. Ensure your messages are registered correctly to avoid such negative consequences.

3. How do I get a 10DLC number?

Businesses can obtain a 10DLC number through service providers like Plivo, which assist in the registration and setup process.

4. What is the difference between 10DLC and short codes?

Short codes are designed for high-volume messaging campaigns and offer faster delivery rates but come with a higher cost. 10DLC, on the other hand, provides a more affordable solution with improved deliverability and compliance. 

5. What is the difference between 10DLC and toll-free numbers?

While toll-free numbers offer high-volume, two-way SMS messaging at a relatively low cost and enhance brand perception, they may not provide the same level of deliverability and compliance with carrier network’s messaging guidelines as 10DLC numbers. The latter are optimized by carrier networks for efficient, large-scale SMS campaigns and are compliant with mobile carriers' A2P messaging regulations.

‍

At Plivo, we’re focused on making the 10DLC registration process as simple for our customers as possible — we’ve even won some awards in the process. Today, we’re excited to bring you an updated 10DLC console experience that gives you even more visibility into the entire brand and campaign registration process.

What’s new in the console experience?

Now you can view all the information you’ve submitted, including the sample messages provided to the carriers. In the event that your campaign is declined, you can see the error code and the reason for rejection. This enhanced visibility simplifies the process of fixing and resubmitting your campaign. Additionally, email alerts will instantly notify you of any status changes.

Let’s take a quick tour of what’s included in the console’s new profile, brand, and campaign screens.

Step 1: The profile screen

Profiles help Plivo understand your business and the types of messages you’ll be sending. Complete the profile section with your company information, details like your website URL and industry, and your EIN or Tax ID number. We also need a physical address and a dedicated contact. Once you’ve completed and submitted your profile, you’ll move on to the brand registration page.

Step 2: The brand screen

Start by selecting the profile you want to use for brand registration and providing details about the level of vetting you want the carriers to provide.

Then, give consent to share the required documents with The Campaign Registry (TCR) before you hit submit. Note that it may take up to a week for your brand to be registered. The results will show on this screen; you’ll also receive an email from Plivo notifying you when your brand has been approved or rejected.

STOP and review these campaign registration tips

Before you register your campaign in the console, take the following steps to avoid any issues or delays.

• Review the costs associated with 10DLC campaign registration. Make sure you have a standard account with sufficient Plivo credits to cover these costs. Learn more here.
• Campaigns can only be created for verified brands. Ensure that your brand is verified before creating a campaign.
• The Campaign Registry (TCR) and carriers expect businesses to provide details in a certain format. Make sure you have reviewed our 10DLC registration guidelines.

Step 3: The campaign screen

When you’re ready to launch a new campaign, select the brand for which you want to create a campaign and provide the required details. Fill out the form and submit your campaign to the TCR.

All campaigns are manually reviewed by carriers; various aspects of the campaigns are examined closely. As a result, campaign reviews now take between six and eight weeks. You can check the status of your campaign registration in the console and you’ll be notified via email once it has been approved or declined.

You also link phone numbers within the campaign screen. Keep in mind that numbers can only be linked to a campaign that has been approved by carriers (the “Registration Status” should be “active”).

To link a phone number, click on the campaign you want and navigate to the “Numbers” tab for that campaign. You will be able to see the list of numbers already linked to that campaign, add new numbers , or upload a list of numbers via CSV. You can also unlink a number to make it available for use somewhere else.

Email notifications

Users can now set up email alerts for up to 10 recipients in Plivo’s console. Receive an email  each time a brand is registered, fails verification, or when a campaign is approved or rejected by carriers.

10DLC resources

10DLC registration is complex and there’s a lot to keep track of. Now, you can do it even more easily within the Plivo console. Check out our list of related resources below or contact our support team if you need help.

• Plivo’s A2P 10DLC Overview
• Updated Console FAQ
• Here are our 10DLC Registration Guidelines
• What is the 10DLC campaign vetting process?
• Why was my campaign registration declined?
  

Sending political texts is an art that requires precision, timing, and compliance. If the term “10-digit long code” or 10DLC is giving you nightmares, then you’ve probably already encountered some roadblocks as a result of the changing regulations.

Making the 10DLC process as easy for our customers as possible has been a big focus for the Plivo team — we’ve even won some awards to prove it. Here’s a guide for 10DLC specific to political campaigns including how Plivo can help streamline the process for you.

Why political campaigns need 10DLC

Engaging voters via text is one of the most direct methods to get your message across. However, with the increasing scrutiny over unsolicited messages and the need for carrier compliance, it’s crucial to get on the 10DLC bandwagon to send bulk SMS in a compliant way.

The carriers introduced 10DLC to combat spam and maintain trust in the SMS channel. With higher throughput rates and better delivery reliability, 10DLC ensures your message doesn’t get flagged or blocked, which is essential in the fast-paced world of politics. Before you send your first message, however, you must register the long codes you use as 10DLC numbers.

A different kind of campaign

10DLC terminology refers to brands and campaigns — just keep in mind it’s a different kind of campaign.

• A brand is a business entity that a 10DLC number represents. In this case it’s the political organization, such as a political party, the campaign committees for candidates for federal, state or local office or a political action committee.
• A campaign represents the type of messages the brand intends to send. The terms “campaign” and “use case” are often used interchangeably. Brands may run campaigns of several types, including fundraising, volunteer recruitment, or event update texts.

How to get started with 10DLC at Plivo

It’s important to note that Plivo doesn’t have a way for you to register political campaigns from our console so you’ll need to take a few steps on your own first to get your political campaign registered.

Start with The Campaign Registry

An organization called The Campaign Registry (TCR) vets and approves 10DLC requests on behalf of carriers.

1. Visit The Campaign Registry’s site. Refer to their FAQ page to create a TCR account, then create a brand for your 10DLC campaign.
2. Next, obtain a token from Campaign Verify, the political vetting partner for The Campaign Registry, and import it to your brand on TCR. Campaign Verify validates that campaigns are what they say they are, then creates authorization tokens that signal to The Campaign Registry, wireless carriers, and service providers that the campaigns have been verified. See the Campaign Verify FAQ page for more information.
3. Once you’ve done that, create a political campaign on TCR, making sure to follow our 10DLC campaign registration guidelines so that telecom carriers don’t reject your campaigns.

Let Plivo take it from there

Submit a Plivo support ticket that includes your brand and 10DLC campaigns and ask us to import those campaigns to Plivo. When we do so, we’ll submit your SMS campaigns to the carriers. We’ll let you know when the carriers approve them, and then you can link numbers to your 10DLC campaigns and send messages using our SMS API. If a 10DLC campaign is rejected by a carrier, Plivo will share with you the reasons and our feedback; you can resubmit after addressing the issues. (Plivo can help if a messaging campaign is rejected for minor issues such as the phrasing of sample text messages, but not if you fail a carrier review for more substantive reasons, such previous violations on the part of your brand.)

The registration process can take two to three weeks, so plan accordingly. It’s also worth noting that Plivo customers on our discounted pricing agreements receive customized rates, guided onboarding, premium support, and a dedicated customer success manager assigned to your account.

Additional resources

Here’s a few additional resources that you may find helpful.

• 10DLC fee overview — Visit the fee section of our 10DLC product page for more information. Fees include a one-time setup fee and ongoing monthly recurring fees for every 10DLC campaign registered in addition to standard messaging costs and carrier surcharge fees.
• Consent requirements — Visit the consent section of our political texting guide for an overview on gaining consent and requirements for what to include in your messages.
• Best practices — Visit our blog to learn more about examples and best practices to drive engagement with political texting.

In addition to 10DLC, Plivo also offers toll free and short code numbers, MMS, and voice call options for political use cases. Contact our sales team and include “political campaign” in the Detailed Requirements field along with your campaign website’s URL. Be sure to also indicate your expected monthly volume, so we can discuss our discounted pricing agreements with you if you’ll be sending a million or more messages a month.

Happy campaigning!

Over the last few years everyone in the SMS messaging space has been coming to grips with 10DLC, the new standard in the US for application-to-person messaging using long codes. Mobile network operators (MNO), communications platforms as a service (CPaaS), and businesses that use SMS have all had a lot to learn. Plivo’s evolving approach has won praise from our users.

Plivo customer Fluent is one of many who’ve come on the journey. Fluent Senior Manager for CRM Sharita Passariello says, “I’ve gone through the 10DLC registration process with several vendors, and I see lots of advantages to Plivo’s approach. I love the self-service console and ease of use. With some other providers, I can’t sign on to their portal and register a brand or a campaign and have it approved within a couple of hours. It’s really nice that with Plivo I can go in and do it myself, and the turnaround time for approvals seems very quick. Most of the time I can get a campaign up and running within a day or two.”

Passariello also joined us for a webinar on the keys to SMS marketing success in 2023.

10DLC background

Where did 10DLC come from? To protect their customers, mobile carriers needed to make sure that businesses were registering their long codes for A2P use cases. When they register, companies have to provide details about their businesses and use cases (brands and campaigns) so the carriers can check them for legitimacy and appropriateness. Each carrier has come up with penalties for not registering 10DLC numbers, which include surcharges, fines, increased filtering, decreased throughput and deliverability, and the potential to be blocked from sending SMS messages.

If you’re using long codes for A2P texting, 10DLC registration is now mandatory.

Plivo lets you register brands and campaigns and link numbers to them through the Plivo console. The self-service approach makes 10DLC registration faster and easier than relying on a vendor’s support team.

10DLC is a win-win for both consumers and businesses. If you haven’t yet jumped on the bandwagon, register now to reap the benefits and avoid disruptions to your SMS business strategy.

SMS — short message service — is one of the best tools for building relationships with your customers. 81% of Americans use SMS every day, and more than three-quarters of Americans wish they could text with a business.

We could go on and on about the benefits of using SMS, but let’s say you’re convinced that SMS can be a valuable tool for your business and you’re raring to get started. Before you implement any text messaging campaigns, one of the first things you need to do is figure out what kind of phone number to use to send out messages and receive responses.

Your first thought might be to use normal 10-digit phone numbers, known as long codes. In the US, long codes should be used only for person-to-person (P2P) conversational texting.

In the United States you have a choice of three types of phone numbers for business texting.

• 10DLC (10-digit long code) is a service offered by major US carriers to explicitly allow commercial application-to-person (A2P) SMS traffic over long code phone numbers. How do you turn long codes into 10DLC numbers? You have to register them with your carrier. 10DLC is exclusively a US service; you can use long codes for sending and receiving SMS and MMS messages in Canada and other countries.
• Toll-free numbers are used by businesses that want their customers to reach them at no cost. Incoming calls are billed to the called party and are free of charge for the calling party. Most countries reserve a set of dialing prefixes to denote toll-free services. In North America, 800, 888, 877, 866, 855, 844, and 833 denote toll-free numbers. You can use toll-free numbers for two-way messaging as well as voice.
• Short codes are five- or six-digit numbers (for example, 123456) used to send and receive SMS messages. Unlike 10DLC and long code numbers, short codes are not tied to an area code, so they can be used across a country to provide a nationwide brand identity under one easy-to-remember number. Unlike long codes and toll-free numbers, you can’t use short codes for voice calls. You can order a regular short code or a vanity one, which allows you to choose the number you want instead of getting assigned a random number. Vanity short codes cost more to lease, but they can be worth the money if you can get a memorable number as your short code. 7-Eleven, for instance, has the vanity short code 711711.

We’ve created an infographic to help you decide what number types might work for your messaging use cases. Download it for reference or share it with colleagues.

Whichever number type you use, you must obtain consent from the people you want to send messages to before you begin a texting campaign.

As you can see, if you need the highest possible throughput, a short code is the way to go. 10DLC and toll-free numbers don’t offer as high a rate of messages per second, but they can be more economical — which brings us to the question of costs.

Cost comparison

A lot of factors affect the cost of a text messaging campaign. This chart shows costs for the four different number types in the US. Plivo offers SMS services in 190+ countries — check our pricing page for up-to-date costs in the countries you’re interested in.

Each number may have three general types of costs: initial setup, monthly number rental, and per-message fees, some of which are charged by your carrier and some of which are imposed as surcharges by the carrier whose customers receive your messages. Note that carrier surcharges vary by carrier — Verizon may impose a different per-message charge than T-Mobile. We chose AT&T surcharge rates to illustrate this chart.

Making the best choice

That’s a lot of numbers to juggle. How do you know which phone number type to use?

If you’re already using SMS, go over a past bill and see how many SMS and MMS messages you sent and received. Multiply those numbers by the per-message rates for each number type, add in the monthly costs, and see what the total is for each number type.

If this is a new initiative you can do the same exercise but you’ll have to estimate your messaging volume.

**** As of October 19, 2022, Plivo has paused Starter registrations.  Please refer to our blog post Updated A2P 10DLC Registration Guidelines in the US for our current 10DLC registration recommendations. ****

Businesses of all sizes can benefit by using text messaging to communicate with their customers and prospects. Texting is inexpensive, it scales easily, and it has global reach, but its main advantage is that people prefer to be contacted by text message. They’d rather receive a text than a phone call or email.

Plivo’s SMS API lets businesses add texting to their applications. You may have heard that there’s a new number type in the US, 10-digit long code (10DLC), that has become the best way to send A2P text messages. Businesses can now register their long codes and get the benefits of better deliverability and potentially higher throughput. However, the registration costs for 10DLC numbers may be a little high for some individuals and small businesses, so we’re introducing a new Starter 10DLC registration plan.

10DLC registration for individuals and small businesses

When you visit the 10DLC registration page of the Plivo console, you’ll now see two options: Standard and Starter. A Standard account lets you register your brand and campaigns and get everything you know and love about Plivo.

Starter is a new option designed for individuals and small businesses that lack a tax identification number or EIN. Its key advantage is its low cost: Starters don’t have to pay a registration fee, just a monthly fee of less than a dollar for a messaging campaign.

The price is right, but Starter brands are more limited than Standard. Starters can register only a single campaign, and associate a maximum of five phone numbers with it. Messaging throughput, which can be as high as 4,500 transactions per minute for a Standard brand, is limited to 75 transactions per minute. But that’s more than enough for a small medical practice that sends out appointment reminders, or any other business that sends out only a few dozen messages a day.

The 10DLC page in our Support portal has more details about Starter brands and all things 10DLC.

SMS services for everyone and anyone

Starter brands and 10DLC phone numbers put text messaging within reach of any organization, from the neighborhood flea market vendor to Fortune 100 businesses.

If you’ve been interested in Plivo but hesitant to make a commitment because you were afraid of receiving a high bill, don’t wait any longer. If you’re a small-businessperson who loved Plivo but had to switch for cost reasons, we’d like to have you back. Sign up for a trial account and use the free credits we provide new customers with to rent a phone number and register your brand, then use Plivo’s SMS API to integrate your applications with our cloud communications platform.