10-DLC Best Pratices
When dealing with 10DLC (10-digit long code) messaging, ensuring compliance and best practices is crucial to maintaining high deliverability, avoiding carrier violations, and ensuring a good customer experience. Here’s an exhaustive list of best practices for 10DLC messaging:
1. Register Your Brand and Campaigns Properly
- Mandatory: All businesses using 10DLC must register their brand and campaigns with The Campaign Registry (TCR).
- Accurate Information: Provide correct business details, campaign use cases, and message samples.
- Campaign Approval: Ensure your campaign is approved before sending messages.
2. Use Proper Consent and Opt-In Mechanisms
- Explicit Consent: Users must explicitly opt-in before receiving messages.
- Double Opt-In (Recommended): Send a confirmation message like:
“Reply YES to confirm receiving messages from [Brand]. Msg & data rates may apply.”
- No Third-Party Consent: You cannot purchase lists or send unsolicited messages.
3. Follow Carrier Content Guidelines
- Prohibited Content:
- SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco) Content
- Illegal activities (e.g., cannabis in non-legal states)
- Deceptive marketing (e.g., phishing, spam)
- Avoid Misleading Claims: Messages must align with what users opted into.
4. Include Opt-Out Instructions in Messages
- Mandatory: Every campaign must allow users to opt out.
- Example:
“Reply STOP to unsubscribe.”
- Honor Opt-Outs Immediately: Once a user opts out, you must not message them again.
5. Maintain High Message Quality and Compliance
- Avoid Spam-Like Behavior:
- Don’t send the same message to a large audience simultaneously.
- Personalize messages when possible.
- Message Frequency: Set a reasonable limit (e.g., weekly, monthly) based on user expectations.
- Avoid Link Shorteners (Recommended): Some carriers flag them as spam. Use full URLs when possible.
6. Ensure Message Content Matches Your Registered Campaign
- Consistency: The content you send must match the campaign description and sample messages provided during registration.
- Update Campaigns as Needed: If messaging changes, update your campaign details.
7. Comply with Throughput Limits and Avoid Carrier Filtering
- 10DLC Has Throughput Limits: Higher trust scores allow higher message volumes.
- Randomize Message Timing: Avoid bulk messages at once; stagger them.
- Monitor Error Codes: Track blocked messages and adjust messaging strategy.
8. Use Dedicated 10DLC Numbers for Different Use Cases
- Separate Transactional vs. Marketing Messages:
- Transactional: Order updates, appointment reminders
- Marketing: Promotions, discounts, advertisements
- Different Brands Need Separate 10DLC Registrations:
- One business cannot send messages on behalf of another without a separate registration.
9. Monitor Performance and Maintain a Good Reputation
- Track Metrics: Keep an eye on:
- Delivery Rates: Low rates may indicate filtering issues.
- Opt-Out Rates: High opt-out rates suggest your messages may be unwanted.
- Complaint Reports: Check feedback loops from carriers.
- Adjust Messaging Based on Feedback: Improve based on user behavior.
10. Stay Updated on Carrier and Regulatory Changes
- Carrier Rules Evolve: AT&T, T-Mobile, and Verizon update policies frequently.
- Compliance with TCPA & CTIA:
- TCPA (Telephone Consumer Protection Act) governs consent requirements.
- CTIA (Cellular Telecommunications Industry Association) provides industry guidelines.
- Work With Your SMS Provider: Providers often update best practices as rules change.
Bonus: Best Practices for High Deliverability
✅ Keep messages short and relevant.
✅ Use a consistent sender ID for improved recognition.
✅ Use proper grammar (carriers filter messages that look spammy).
✅ Send during appropriate hours (avoid nighttime messaging).
✅ Use an AI-based compliance tool if sending at scale.
By following these 10DLC best practices, you can maximize message delivery, avoid carrier blocks, and improve customer engagement. Let me know if you need help implementing these for your text messaging API business! 🚀
