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Making a positive first impression with outbound communications is crucial for lead generation and customer engagement. Getting marked as “Scam Likely” significantly reduces the chances of potential clients answering and hurts your company’s image. The Trust Center provides the tools to build a solid base for your communications — covering A2P 10DLC registration, CNAM branding, and call marking prevention. Navigate to Settings > Trust Center to get started.
Trust Center

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A2P 10DLC registration

A2P (Application-to-Person) 10DLC registration is a legal requirement for anyone sending marketing or transactional SMS messages in the United States through 10-digit long code phone numbers. It helps you avoid being marked as spam and builds trust with carriers.
A2P registration is required before you can send any SMS messages at scale. Unregistered numbers face significant sending restrictions and may be blocked by carriers.

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Registration requirements

Before starting, gather the following information:
  • Business name and address
  • EIN (Employer Identification Number) — required for US businesses
  • Business type — LLC, Corporation, Sole Proprietor, etc.
  • Website URL with a visible privacy policy that includes SMS opt-in language
  • Use case description — what you’ll be sending (e.g., appointment reminders, promotions)
  • Sample messages — 2–3 example SMS messages you plan to send
  • Opt-in method — how contacts consent to receive SMS (web form, verbal, etc.)

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Completing the brand registration

1

Access the Trust Center

Go to Settings > Trust Center and click A2P Registration.
A2P Registration
2

Complete the business profile

Fill in your business information accurately. This is submitted to The Campaign Registry (TCR), the central hub for A2P brand registration.Key fields:
  • Legal business name (must match EIN records)
  • Business address
  • EIN / Tax ID
  • Business type and industry vertical
  • Website URL
3

Create a campaign

After your brand is registered, create one or more messaging campaigns. Each campaign represents a specific messaging use case (e.g., marketing messages, appointment reminders, customer care).For each campaign:
  • Select the use case category
  • Provide a description of your messaging program
  • Add 2–3 sample messages
  • Confirm your opt-in collection method
4

Submit and wait for approval

Submit your registration. Brand approval typically takes 1–5 business days. Campaign approval may take additional time depending on the use case category.

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Troubleshooting A2P registration failures

Common reasons for registration rejection:
  • EIN mismatch — ensure your EIN matches the exact legal name of your business
  • Missing opt-in language — your website must have a clearly visible SMS opt-in and privacy policy
  • Incomplete sample messages — sample messages must accurately represent what you plan to send
  • Prohibited content — certain use cases (cannabis, firearms, gambling) face restrictions or require special vetting
If your registration is rejected, review the rejection reason in the Trust Center and resubmit with corrected information.

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Understanding call marking

Call marking occurs when your outbound calls are flagged by carrier analytics as potential spam or robocalls, causing them to display labels like “Spam Likely” or “Scam Likely” on the recipient’s phone.

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How to avoid call marking

  • Register your CNAM — register your business name so it displays on caller ID instead of a generic number
  • Keep call volumes consistent — sudden spikes in outbound calls can trigger spam flags
  • Avoid high abandon rates — calling contacts and hanging up repeatedly is a spam signal
  • Use local presence dialing carefully — excessive local presence dialing without legitimate local business can trigger flags
  • Monitor your numbers — periodically check your numbers using carrier lookup tools

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If a number is flagged

  1. Go to Settings > Phone System > Phone Numbers.
  2. Review the number’s status in the Trust Center.
  3. Submit a remediation request through the Trust Center if a number is incorrectly flagged.
  4. Consider using a different number for outbound campaigns while the appeal is processed.
Last modified on March 4, 2026