10DLC registration process - Amazon Pinpoint SMS

10DLC registration process

Important

The following table has the expected times for each 10DLC registration step based on if your business is located in the United States or internationally.

10DLC registration step US based companies International based companies
Register your brand/company 1-2 business days Up to 3 weeks
Apply for vetting 1-2 business days Up to 3 weeks
Register your campaign Up to 4 weeks Up to 4 weeks
Request your 10DLC number Up to 10 days Up to 10 days

If you use Amazon Pinpoint SMS to send messages to recipients in the United States or the US territories of Puerto Rico, US Virgin Islands, Guam and American Samoa, you can use 10DLC phone numbers to deliver those messages. The abbreviation 10DLC stands for "10-digit long code." A 10DLC phone number is registered for use by a single sender and for a single use case. This registration process gives the mobile carriers insight into the approved use cases for each phone number that is used to send messages. As a result, 10DLC phone numbers can offer high throughput and deliverability rates.

A message that you send from a 10DLC phone number appears on the devices of your recipients as a 10-digit phone number. You can use 10DLC phone numbers to send both transactional and promotional messages. If you already use short codes or toll-free numbers to send your messages, then you don't need to set up 10DLC.

To set up 10DLC, you first register your company or brand. Next, you create a 10DLC campaign, which is a description of your use case. This information is then shared with the Campaign Registry, an industry organization that collects 10DLC registration information.

Note

For more information about how the Campaign Registry uses your information, see the FAQ on the Campaign Registry website.

After your company and 10DLC campaign are approved, you can purchase a phone number and associate it with your 10DLC campaign. Associating a phone number with a 10DLC campaign can take approximately 14 days to complete. Although you can associate multiple phone numbers with a single campaign, you can't use the same phone number across multiple 10DLC campaigns. For each 10DLC campaign that you create, you must have at least one unique phone number. Throughput for 10DLC phone numbers is based on the company and campaign registration information that you provide. Associating multiple phone numbers with a 10DLC campaign doesn't provide any additional throughput.

If you have an existing unregistered long code in your Amazon Pinpoint SMS account, you can request that it be converted to a 10DLC number. To convert an existing long code, complete the registration process, and then create a case in the AWS Support Center. In some situations, it isn't possible to convert an unregistered long code to a 10DLC phone number. In this case, you must request a new number through the Amazon Pinpoint SMS console and associate it with your 10DLC campaign. For more information about using 10DLC with existing long codes, see Associating a long code with a 10DLC campaign.

10DLC capabilities

The capabilities of 10DLC phone numbers depend on which mobile carriers your recipients use. AT&T provides a limit on the number of message parts that can be sent each minute for each campaign. T-Mobile provides a daily limit of messages that can be sent for each company, with no limit on the number of message parts that can be sent per minute. Verizon hasn't published throughput limits, but uses a filtering system for 10DLC that is designed to remove spam, unsolicited messages, and abusive content, with less emphasis on the actual message throughput.

New 10DLC campaigns that are associated with unvetted companies can send 75 message parts per minute to recipients who use AT&T, and 2,000 messages per day to recipients who use T-Mobile. The company limit is shared across all of your 10DLC campaigns. For example, if you have registered one company and two campaigns, the daily allotment of 2,000 messages to T-Mobile customers is shared across those campaigns. Similarly, if you register the same company in more than one AWS account, the daily allotment is shared across those accounts.

If your throughput needs exceed these limits, you can request that your company registration be vetted. When you vet your company registration, a third-party verification provider analyzes your company details. The verification provider then provides a vetting score, which determines the capabilities of your 10DLC campaigns. There is a one-time charge for the vetting service. For more information, see 10DLC brand vetting.

Your actual throughput rate will vary depending on various factors, such as whether or not your company has been vetted, your campaign types, and your vetting score. The following flowchart shows the throughput rates for various situations.

Throughput rates for 10DLC are determined by the US mobile carriers in cooperation with the Campaign Registry. Neither Amazon Pinpoint SMS nor any other SMS sending service can increase 10DLC throughput beyond these rates. If you need high throughput rates and high deliverability rates across all US carriers, we recommend that you use a short code.

10DLC registration process

You can set up 10DLC directly in the Amazon Pinpoint SMS console. To set up 10DLC, you must complete all of the following steps.

  1. Register your brand/company

    The first step in setting up 10DLC is to register your company or brand. For information about company registration, see 10DLC brand registration form. There is a one-time registration fee to register your company. This fee is shown on the registration page.

  2. (Optional, but recommended) Apply for vetting

    If your company registration is successful, you can begin creating low-volume, mixed-use 10DLC campaigns. These campaigns can send 75 messages per minute to recipients who use AT&T, and your registered company can send 2,000 messages per day to recipients who use T-Mobile. If your use case requires a throughput rate that exceeds these values, you can apply for vetting of your company registration. Vetting your company registration can increase the throughput rates for your companies and campaigns, but it isn't guaranteed to do so. For more information about vetting, see 10DLC brand vetting.

  3. Register your campaign

    If the Campaign Registry is able to verify the company information that you provided, you can create a 10DLC campaign. A 10DLC campaign contains information about your use case. Each 10DLC campaign can be associated with one company. Amazon Pinpoint SMS sends this campaign information to the Campaign Registry for approval. In most cases, 10DLC campaign approval is instantaneous. In some cases, the Campaign Registry may require additional information. It can take up to 4 weeks to receive a response on if your 10DLC campaign was approved or needs to be revised.

    You're charged a recurring monthly fee for each 10DLC campaign that you register. The monthly fee varies depending on your use case. The recurring fee for your campaign is shown on the registration page.

  4. Request your 10DLC number

    After your 10DLC campaign is approved, you can request a phone number and associate that number with the approved 10DLC campaign. Each phone number can only be associated with a single 10DLC campaign. For more information, see Requesting dedicated long codes for SMS messaging with Amazon Pinpoint SMS and Associating a long code with a 10DLC campaign. There is a monthly recurring fee for leasing the phone number. This fee is shown on the purchase page.

    Note

    You are charged the monthly 10DLC number lease price regardless of status. For example, 10DLC numbers in a Pending state still generate a month fee. For more information about pricing, see Amazon Pinpoint SMS Pricing.

Associating a long code with a 10DLC campaign

After your 10DLC campaign is approved, you have provisioned a new long code or have an existing long code you can then associate that long code with the approved 10DLC campaign. The long code that you associate with the 10DLC campaign can only be used with that campaign, and you can't use it for any other 10DLC campaign.

  1. Open the Amazon Pinpoint SMS console at https://console.aws.amazon.com/sms-voice/.

  2. In the navigation pane, under Registrations, choose the 10DLC campaign(US_TEN_DLC_CAMPAIGN_REGISTRATION) to associate the long code with.

  3. Choose the Associated resourced tab and Add resource.

  4. For Supported association choose TEN_DLC from the drop down list.

  5. For Available resources choose the 10DLC phone number to add.

  6. Choose Associate resource.

You can associate more than one long code with the 10DLC campaign.

10DLC registration and monthly fees

There are registration and monthly fees associated with using 10DLC, such as registering your company and 10DLC campaign. These are separate from any other monthly or AWS fees. For more information about 10DLC fees, see the Amazon Pinpoint SMS Pricing page.

10DLC campaign registration rejection reasons

If your 10DLC campaign was rejected, use the following table to determine why it was rejected and what you can do to fix your 10DLC campaign registration. After you determine why the campaign was rejected, you can modify the existing campaign to address that issue and resubmit. For more information, see Edit your registration.

Reason for rejection
Amazon Pinpoint SMS rejection short description Amazon Pinpoint SMS rejection long description
Campaign Attributes don't match the website, sample message content, or both. The campaign attributes do not align or match with the company website, sample message content, or both. Update the registration to align the campaign attributes with the company website, sample message content, or both. Campaign attributes can include company vertical, subscriber opt-in/-out, help responses, and age-gated content.
Important

Campaigns are not automatically resubmitted when you resubmit your company registration. If you make any changes to your company information, then you must resubmit the company information. If you make any campaign changes, you must resubmit the campaign registration.

Use case and message samples are inconsistent. There are inconsistencies between the use case and messages samples provided in the campaign. Update the registration to align the use case and message samples.
Company and message samples are inconsistent or missing message samples. There are inconsistencies between the company website and message samples provided in the campaign, or the campaign was missing message samples. Update your company and campaign registration information so that the website and message samples align.
Important

Campaigns are not automatically resubmitted when you resubmit your company registration. If you make any changes to your company information, then you must resubmit the company information. If you make any campaign changes, you must resubmit the campaign registration.

Use case, message samples, or both are considered restricted or disallowed by mobile operators; prohibited content: cannabis. The use case, message samples provided, or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited content: cannabis.
Use case, message samples, or both are considered restricted or disallowed by mobile operators; prohibited content: guns/ammo. The use case, message samples provided, or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited content: guns/ammo.
Use case, message samples, or both are considered restricted or disallowed by mobile operators; prohibited content: SHAFT. The use case, message samples provided, or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited content: SHAFT.
Use case, message samples, or both are considered restricted or disallowed by mobile operators; prohibited content: gambling. The use case, message samples provided, or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited content: gambling.
Use case, message samples, or both are considered restricted or disallowed by mobile operators; prohibited content: hate. The use case, message samples provided, or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited content: hate.
Use case, message samples, or both are considered restricted or disallowed by mobile operators; prohibited content: alcohol with failure to age gate. The use case, message samples provided, or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited content: alcohol with failure to age gate.
Use case, message samples, or both are considered restricted or disallowed by mobile operators; prohibited content: tobacco/vape with failure to age gate. The use case, message samples provided, or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited content:tobacco/vape with failure to age gate.
Use case, message samples or both are considered restricted or disallowed by mobile operators; prohibited use case: lead generation/affiliate marketing; other. The use case, message samples provided or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited use case: lead generation/affiliate marketing; other.
Use case, message samples or both are considered restricted or disallowed by mobile operators; prohibited use case: lead generation/affiliate marketing; high risk financial. The use case, message samples provided or both are considered restricted content under US Telecom regulations. If you believe that your content is falsely considered restricted, you may attempt to update your sample messages and use case, and resubmit the registration. Prohibited use case: lead generation/affiliate marketing; high risk financial.
ISV/Reseller. Company information and service information/message samples mismatch. The company and campaign information do not match and is identified as an independent software vendor (ISV) or reseller. Register the company information that matches the service and end user. Create a new campaign that has service information aligned with company information.
Campaign appears to be Direct Lending Arrangement but appropriate Content Attribute was not selected. The company and campaign details submitted appear to be direct lending arrangement. Edit your campaign and mark "Yes" for Direct Lending Arrangement attribute and resubmit.
Unofficial email domain for what appears to be large company that would have an official domain. The email domain provided does not appear to be official given the company information submitted with the registration. Update the registration with an official email address that matches domain of the company and resubmit.
Important

Campaigns are not automatically resubmitted when you resubmit your company registration. If you make any changes to your company information, then you must resubmit the company information. If you make any campaign changes, you must resubmit the campaign registration.

Opt-in process not compliant or opt-in isn't explicit. The opt-in workflow that you have provided is either insufficient, non-compliant, or not explicit for end users to receive specific SMS messages. A compliant opt-in process will clearly specify how your recipient is able to provide their explicit consent to receive SMS messages. Some common rejection reasons: missing explicit language around SMS opt-in consent, mismatch between provided company name and message samples, receiving a text message can't be required to sign up for service, or SMS opt-in consent can't be included in the Terms of Service.
Website not provided or not working. The company information did not include a website or the website was inaccessible. Update your company information with an accessible website and resubmit both your company and campaign for review.
Important

Campaigns are not automatically resubmitted when you resubmit your company registration. If you make any changes to your company information, then you must resubmit the company information. If you make any campaign changes you must resubmit the campaign registration.

10DLC brand or campaign registration issues

When registering a 10DLC campaign, the 3rd party downstream reviewer might find issues with the registration that results in a denied registration with a related error message. For more information on registration error messages and solutions, see 10DLC campaign registration rejection reasons. You should also review 10DLC Registration Best Practices to Send SMS with Amazon Pinpoint and How to Build a Compliant SMS Opt-In Process With Amazon Pinpoint blog articles that have more in-depth details on how to successful register an SMS use case.

If you are still having issues getting your SMS use case approved you can reach out through AWS Support to ask for additional assistance in understanding why your use cases was rejected. Note that this requires downstream engagement and takes time to better understand the denial reason.

Note

If you are not based in the United States and your 10DLC brand registration fails you should:

  1. Apply for 10DLC brand vetting, as this is a manual review of your 10DLC brand.

  2. If vetting fails then follow the directions below to submit a support ticket.

To submit a request for information about a rejected 10DLC brand or campaign
  1. Open the Support Center Console at https://console.aws.amazon.com/support/home.

  2. On the Your support cases pane, choose Create case.

  3. Choose the Looking for service limit increases? link.

  4. For Limit type, choose Pinpoint SMS.

  5. In the Requests section, do the following:

    • For Region, choose the AWS Region that you attempted to register the campaign in.

    • For Resource Type, choose 10DLC Registration.

    • For the Limit, choose Company or 10DLC Campaign Registration Rejection.

  6. For Use case description, enter the rejected 10DLC campaign ID.

  7. Under Contact options, for Preferred contact language, choose the language that you prefer to use when communicating with the AWS Support team.

  8. For Contact method, choose your preferred method of communicating with the AWS Support team.

  9. Choose Submit.

The AWS Support team will provide information about the reasons that your 10DLC campaign registration was rejected in your AWS Support case.

10DLC cross-account access

Each 10DLC phone number is associated with a single account in a single AWS Region. If you want to use the same 10DLC phone number to send messages in more than one account or Region, you have two options:

  1. You can register the same company and campaign in each of your AWS accounts. These registrations are managed and charged separately. If you register the same company in multiple AWS accounts, the number of messages that you can send to T-Mobile customers per day is shared across each of those accounts.

  2. You can complete the 10DLC registration process in one AWS account, and use AWS Identity and Access Management (IAM) to grant other accounts permission to send through your 10DLC number.

    Note

    This option allows for true cross-account access to your 10DLC phone numbers. However, note that messages sent from your secondary accounts are treated as if they were sent from your primary account. Quotas and billing are counted against the primary account and not against any secondary accounts.

Setting up cross-account access using IAM policies

You can use IAM roles to associate other accounts with your main account. Then, you can delegate access permissions from your primary account to your secondary accounts by granting them access to the 10DLC numbers in the primary account.

To grant access to a 10DLC number in your primary account
  1. If you haven't already done so, complete the 10DLC registration process in the primary account. This process involves three steps:

  2. Create an IAM role in your primary account that allows another account to call the SendTextMessage API operation for your 10DLC phone number. For more information on creating roles, see Creating IAM roles in the IAM User Guide.

  3. Delegate and test access permission from your primary account using IAM roles with any of your other accounts that need to use your 10DLC numbers. For example, you might delegate access permission from your Production account to your Development account. For more information about delegating and testing permissions, see Delegate access across AWS account using IAM roles in the IAM User Guide.

  4. Using the new role, send a message using a 10DLC number from a secondary account. For more information about using a role, see Using IAM roles in the IAM User Guide.