10DLC - Amazon Simple Notification Service

10DLC

US carriers no longer support using application-to-person (A2P) SMS messaging over local, unregistered long codes. For high-volume A2P SMS messaging, US carriers instead offer a new type of long code called 10-digit long codes (10DLC).

What is 10DLC?

10DLC is a type of long code that is registered with carriers to support high volume A2P SMS messaging using the 10-digit phone number format. Amazon SNS no longer offers local long codes as an SMS product and instead offers 10DLC. 10DLC doesn't impact you if you use only short codes and toll-free numbers.

10DLC is a 10-digit phone number used only in the United States. Messages sent from a 10DLC to recipients show a 10-digit number as the sender. Unlike toll-free numbers, 10DLC supports both transactional and promotional messaging, and can include any US area code.

If you have existing local long codes, you can request that their local long codes be enabled for 10DLC. To do so, complete the 10DLC registration process and then submit a support ticket. In the event that there's a problem with enabling your long code for 10DLC, you're notified and instructed to request a new 10DLC through the Amazon Pinpoint (not Amazon SNS) console. For information about how to file a support ticket to convert a long code, see Associating a long code with a 10DLC campaign.

In order to use a 10DLC number, first register your company and create a 10DLC campaign using the Amazon Pinpoint (not Amazon SNS) console. AWS shares this information with The Campaign Registry, a third party that approves or rejects your registration based on the information. In some cases, registration occurs immediately. For example, if you've previously registered with The Campaign Registry, they might already have your information. However, some campaigns might take one week or longer for approval. After your company and 10DLC campaign are approved, you can purchase a 10DLC number and associate it with your campaign. Requesting a 10DLC might also take up to a week for approval. Although you can associate multiple 10DLCs with a single campaign, you can't use the same 10DLC across multiple campaigns. For each campaign you create, you need to have a unique 10DLC.

Important

If you use local long codes or a shared pool of numbers, you must switch over to 10DLC. There's no impact on you if you use only short codes and toll-free numbers. For more information about how The Campaign Registry uses your information, see their FAQ at campaignregistry.com.

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 Vetting your Amazon SNS 10DLC registration.

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 SNS 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 x a short code. For more information about obtaining a short code, see Requesting dedicated short codes for SMS messaging with Amazon SNS.

Getting started with 10DLC

Use the Amazon Pinpoint console (not Amazon SNS) to request your 10DLC. Follow these steps to set up 10DLC for use with your 10DLC campaigns.

  1. Register your company.

    Before you can request a 10DLC, your company must be registered with The Campaign Registry; for information, see Registering a company. Registration is typically instantaneous unless The Campaign Registry requires more information. There is a one-time registration fee to register your company, displayed on the registration page. This one-time fee is paid separately from your monthly charges for the campaign and 10DLC.

    Note

    Amazon SNS SMS messaging is available in Regions where Amazon Pinpoint is not currently supported. In these cases, open the Amazon Pinpoint console in the US East (N. Virginia) Region to register your 10DLC company and campaign, but do not request a 10DLC number. Instead, use the AWS Service Quotas console to create a service limit increase case while requesting the 10DLC number for that Region. For information on Regions where Amazon Pinpoint is available, see Amazon Pinpoint endpoints and quotas in the AWS General Reference.

  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 Vetting your Amazon SNS 10DLC registration.

  3. Register your campaign.

    After your company is registered, create a 10DLC campaign and associate it with one of your registered companies. This campaign is submitted to The Campaign Registry for approval. In most cases, 10DLC campaign approval is instantaneous unless The Campaign Registry requires more information. For more information, see Registering a 10DLC campaign.

  4. Request your 10DLC number.

    After your 10DLC campaign is approved, you can request a 10DLC and associate that number with the approved campaign. Your 10DLC campaign can only use a number approved for it. See Requesting 10DLC numbers, toll-free numbers, and P2P long codes for SMS messaging with Amazon SNS.

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 fees charged by AWS. For more information, see the Amazon SNS Worldwide SMS Pricing page.