Without A2P registration, your SMS messages will be heavily filtered or completely blocked by US carriers. This is not optional — it is a federal carrier requirement enforced since 2023.
What is A2P 10DLC?
A2P 10DLC is a system that allows businesses to send application-to-person (A2P) text messages through standard 10-digit local phone numbers. Before A2P 10DLC, businesses could send texts from local numbers without registration, but carriers had no way to distinguish legitimate business messages from spam. The system was introduced by The Campaign Registry (TCR) in partnership with major US carriers (AT&T, T-Mobile, Verizon) to:- Reduce spam — only registered businesses can send at scale
- Improve deliverability — registered messages are trusted by carrier networks
- Increase transparency — carriers know who is sending and why
- Protect consumers — ensures businesses follow opt-in/opt-out rules
How it works
A2P 10DLC registration is a two-step process:- Brand registration — register your business identity with The Campaign Registry
- Campaign registration — register what type of messages you will send and why
Registration fees
| Item | Cost | Notes |
|---|---|---|
| Brand registration | $4 (one-time) | Per business entity |
| Standard campaign registration | $15 (one-time) | Per campaign use case |
| Sole proprietor brand registration | $4 (one-time) | Limited to 1 campaign |
| Sole proprietor campaign registration | $2/month | Monthly recurring fee |
| Enhanced brand vetting | $40 (one-time) | Optional — increases trust score |
| Additional campaigns | $15 each | Most businesses need only 1 campaign |
Step 1 — Brand registration
Brand registration verifies your business identity. The information you provide is checked against public business databases.Information required
- LLC / Corporation
- Sole proprietor
| Field | Details |
|---|---|
| Legal business name | Must match your EIN/tax filing exactly |
| DBA (if applicable) | Doing-business-as name |
| EIN (Tax ID) | 9-digit Employer Identification Number |
| Business type | LLC, Corporation, Partnership, Non-profit |
| Business address | Must match IRS records |
| Business phone | Active phone number |
| Business website | Must be a live, working URL |
| Vertical/industry | Select the closest match |
| Contact email | Business email (not personal Gmail/Yahoo) |
How to register your brand
Navigate to phone number settings
Go to Settings > Phone Numbers > Trust Center in your HoopAI sub-account.
Click Register Brand
Select A2P 10DLC and click Register Brand. If you have already registered at the agency level, your brand may already appear here.
Enter business information
Fill in all required fields. Double-check that your legal business name and EIN match your IRS records exactly — mismatches are the #1 cause of rejection.
Trust score
After brand registration, TCR assigns a trust score that determines your SMS throughput (messages per second):| Trust score | Tier | Daily SMS limit (per campaign) | Messages per second |
|---|---|---|---|
| 0-24 | Low | 2,000 | 0.2 (1 msg every 5 sec) |
| 25-49 | Medium-low | 10,000 | 0.4 |
| 50-74 | Medium | 50,000 | 10 |
| 75-100 | High | 200,000+ | 50+ |
Enhanced vetting
If your trust score is too low, you can request enhanced vetting for a one-time fee of $40. Enhanced vetting performs a deeper check of your business using third-party data and can significantly increase your trust score. Enhanced vetting is recommended if:- Your initial trust score is below 50
- You need to send more than 2,000 messages per day
- You run marketing campaigns with large contact lists
Step 2 — Campaign registration
After your brand is approved, you must register at least one campaign that describes what type of messages you will send.Campaign use cases
Select the use case that best describes your messaging:| Use case | Description | Example |
|---|---|---|
| Mixed | Combination of marketing and informational | Promos + appointment reminders |
| Marketing | Promotional content, offers, sales | ”20% off this weekend!” |
| Account notifications | Transactional updates | ”Your order has shipped” |
| Customer care | Support conversations | ”How can we help?” |
| Delivery notifications | Delivery/shipping status | ”Your package arrives today” |
| Fraud alert messaging | Security alerts | ”Unusual login detected” |
| Higher education | University communications | Course registration reminders |
| Polling and voting | Surveys and polls | ”Rate your experience 1-5” |
| Public service announcement | Community alerts | Weather warnings |
| Low volume mixed | Under 3,000 msgs/month | Small business general use |
| 2FA / Security | Two-factor authentication | ”Your code is 482910” |
| Charity / Non-profit | Fundraising and awareness | Donation requests |
Sample messages
You must provide at least 2 sample messages that represent the type of content you will send. These must:- Match your selected use case
- Include your business name
- Include opt-out language (e.g., “Reply STOP to unsubscribe”)
- Be realistic examples of actual messages you will send
“Hi , this is . Your appointment is confirmed for tomorrow at 2:00 PM. Reply STOP to opt out.”
”: Thanks for signing up! We’ll send you tips and exclusive offers. Reply STOP to unsubscribe.”Bad sample messages (will cause rejection):
“Hey, check this out!” (no business name, no opt-out)
“Buy now! Limited time!” (no business name, no opt-out, too vague)
Opt-in and opt-out requirements
Your campaign registration must describe how contacts opt in to receive messages:| Requirement | Details |
|---|---|
| Opt-in method | How do contacts agree to receive SMS? (web form, keyword, verbal, paper) |
| Opt-in message | The confirmation message sent after opt-in |
| Opt-out keywords | STOP, CANCEL, END, QUIT, UNSUBSCRIBE (all must be honored) |
| Opt-out confirmation | Message sent when someone opts out (e.g., “You’ve been unsubscribed”) |
| Help keyword | HELP must return a support message with contact info |
You must have a privacy policy and terms of service on your website that mention SMS communications. Carriers check for this during campaign review.
How to register your campaign
Navigate to the Trust Center
Go to Settings > Phone Numbers > Trust Center. Your approved brand should be visible.
Add sample messages
Enter at least 2 sample messages. Include your business name and opt-out language in every sample.
Describe opt-in flow
Explain how contacts opt in. Provide the URL of your opt-in form if applicable.
Timeline
| Step | Typical timeline | Maximum timeline |
|---|---|---|
| Brand registration | 1-2 business days | 5 business days |
| Enhanced vetting (optional) | 1-3 business days | 7 business days |
| Campaign registration | 1-7 business days | 14 business days |
| Total (without vetting) | 2-9 business days | 19 business days |
| Total (with vetting) | 3-12 business days | 26 business days |
What happens without registration
If you attempt to send SMS from a local 10-digit number without A2P 10DLC registration:- T-Mobile: messages are blocked entirely; $2,000+ daily fines possible for unregistered traffic
- AT&T: messages are heavily filtered; most will not be delivered
- Verizon: messages may be delivered at very low throughput with high filtering
- Your number may be permanently flagged as spam
- Your account may be suspended by the carrier
Throughput limits by trust score
After registration, your daily sending limits are determined by your trust score and the number of campaigns:| Trust score | T-Mobile MPS | AT&T MPS | Daily cap (per campaign) |
|---|---|---|---|
| Low (1-24) | 0.2 | 1 | 2,000 |
| Medium-low (25-49) | 0.4 | 4 | 10,000 |
| Medium (50-74) | 10 | 10 | 50,000 |
| High (75-100) | 50 | 75 | 200,000+ |
Checking registration status
View brand status
Your brand will show one of these statuses:
- Pending — under review
- Verified — approved and active
- Failed — rejected (see troubleshooting below)
Troubleshooting
Rejected brand registration
| Rejection reason | Fix |
|---|---|
| EIN does not match business name | Verify your legal name matches IRS records exactly. Check for typos, punctuation, and suffix (LLC, Inc) |
| Business not found in public records | Ensure your business is registered with the state. New businesses may need to wait for records to propagate |
| Invalid website | Your website must be live and accessible. Cannot be a social media page (for LLCs/Corps) |
| Address mismatch | Use the exact address on file with the IRS, including suite/unit numbers |
| Duplicate registration | Your EIN may already be registered under another account. Contact support |
Rejected campaign registration
| Rejection reason | Fix |
|---|---|
| Sample messages don’t match use case | Rewrite samples to clearly match your selected use case |
| Missing opt-out language | Add “Reply STOP to unsubscribe” to every sample message |
| No opt-in description | Clearly describe how contacts consent to receive SMS |
| Website missing privacy policy | Add a privacy policy that mentions SMS/text messaging |
| Misleading content | Ensure samples are honest and not deceptive |
| Prohibited content | Remove any SHAFT content (sex, hate, alcohol, firearms, tobacco) |
| Embedded links without brand domain | Use your own domain for links, not bit.ly or other shorteners |
Low trust score
If your trust score is lower than expected:- Verify EIN accuracy — even small discrepancies lower your score
- Check business listings — ensure your business appears on Google, BBB, state registry
- Use a business website — not a free subdomain or social media page
- Request enhanced vetting — $40 one-time fee, can significantly improve your score
- Ensure your business is in good standing — active state registration, no liens or judgments
Toll-free verification as an alternative
If you need to send SMS quickly while waiting for A2P 10DLC approval, consider using a toll-free number instead:| Feature | A2P 10DLC (local) | Toll-free |
|---|---|---|
| Number format | Local area code | 800/888/877/etc. |
| Registration | Brand + campaign | Toll-free verification |
| Approval time | 2-19 business days | 1-5 business days |
| Throughput | Based on trust score | 3 MPS (standard) |
| Cost | 15 campaign | Free verification |
| MMS support | Yes | Yes |
| Best for | Local presence, high volume | Quick start, moderate volume |
Frequently asked questions
Do I need A2P 10DLC if I only send a few texts per day?
Do I need A2P 10DLC if I only send a few texts per day?
Yes. A2P 10DLC is required for all business SMS sent from local 10-digit numbers in the US, regardless of volume. Even 1 message per day requires registration.
Can I use a toll-free number to skip A2P registration?
Can I use a toll-free number to skip A2P registration?
Toll-free numbers do not require A2P 10DLC registration, but they do require toll-free verification, which is a separate process. Toll-free numbers are a valid alternative if you do not need a local area code.
How long does the entire registration process take?
How long does the entire registration process take?
Typically 2-9 business days from start to finish. In some cases, it can take up to 19 business days if there are delays in carrier review. Start early.
Why was my brand registration rejected?
Why was my brand registration rejected?
The most common reason is a mismatch between your legal business name and your EIN on file with the IRS. Check for typos, missing suffixes (LLC, Inc), and ensure your business is in good standing with your state.
Can I register multiple campaigns under one brand?
Can I register multiple campaigns under one brand?
Yes. Each campaign costs $15. Most businesses only need one campaign with the Mixed use case to cover both marketing and informational messages.
What is the difference between brand and campaign registration?
What is the difference between brand and campaign registration?
Brand registration verifies your business identity (who you are). Campaign registration describes your messaging (what you send and why). Both are required.
Do I need a separate registration for each sub-account?
Do I need a separate registration for each sub-account?
No. If the same business entity operates multiple sub-accounts, you register the brand once and can create campaigns for each sub-account under that brand.
What happens if I change my business name or EIN?
What happens if I change my business name or EIN?
You will need to submit a new brand registration with the updated information. The old registration cannot be edited after approval.
Is A2P 10DLC required for MMS (picture messages)?
Is A2P 10DLC required for MMS (picture messages)?
Yes. MMS sent from local 10-digit numbers is subject to the same A2P 10DLC requirements as SMS.
Can I send SMS while my registration is pending?
Can I send SMS while my registration is pending?
Technically, messages may still be sent, but they will be subject to heavy carrier filtering and may not be delivered. It is strongly recommended to wait for approval or use a verified toll-free number in the interim.
What is enhanced vetting and is it worth it?
What is enhanced vetting and is it worth it?
Enhanced vetting is a deeper verification of your business for a $40 one-time fee. It can increase your trust score, which directly increases your daily message limits and throughput. It is worth it for any business planning to send more than 2,000 messages per day.
Do I need A2P registration for Canadian numbers?
Do I need A2P registration for Canadian numbers?
No. A2P 10DLC is a US-only requirement. Canadian SMS has its own compliance rules under CASL (Canadian Anti-Spam Legislation).
Can I use shortcodes instead of A2P 10DLC?
Can I use shortcodes instead of A2P 10DLC?
Yes, dedicated shortcodes are a separate registration path with higher throughput, but they cost significantly more (1,000/month) and have a longer approval process (8-12 weeks).
What is SHAFT content and why does it matter?
What is SHAFT content and why does it matter?
SHAFT stands for Sex, Hate, Alcohol, Firearms, and Tobacco. Messages containing SHAFT content are prohibited on standard A2P 10DLC campaigns and will cause your campaign to be rejected or suspended.
How do I increase my message throughput?
How do I increase my message throughput?
Your throughput is tied to your trust score. To increase it: (1) ensure your brand information is accurate, (2) request enhanced vetting, (3) maintain good sending practices (low spam complaints, proper opt-in/opt-out). You cannot manually set throughput limits.