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ATTN: Your SMS messaging has new 10DLC Requirements

Raelynn Batdorff

Make sure to watch the recording from our special Webinar covering A2P 10DLC and deliverability best practices. Watch the webinar!

For additional details, watch this quick video on how to submit your 10DLC information (required for US only). Watch the tutorial!
10DLC
PC: Twilio.com


As a gym owner, you want highly deliverable SMS messaging, so you can use it as a channel to help grow your gym. Texting is the easiest way to send and receive messages, especially when you are a busy gym owner. SMS messaging is immediate, leads love it, and it’s a simple yet personal way to stay in touch with your clients. Please keep reading to learn more about what changes are happening, the positives they will bring, and when they’re happening.

Many changes are happening across the telecom industry, so we want to make sure you’re aware of what’s happening and what it means for you as an UpLaunch customer.


In early 2020, carriers started taking steps to ensure their channels would stay free of spam and maintain high delivery rates for those trusted businesses. They created a new set of standards and registration processes for 10DLC numbers. Carriers are doing this so they can have a better understanding of who is using them for A2P communication.


The upside of A2P 10DLC

  • higher throughput
  • increased deliverability
  • opportunity to build and maintain your 10DLC reputation


I know right about now you’re probably thinking, “Slow your roll, guys. What do 10DLC and A2P actually mean?”


Let’s start with - What is 10DLC?


10DLC is not as complex as it sounds. It stands for 10-digit long code (423-567-0011), which is a standard phone number like the one you’ve been using for years, and it’s just like the one you received for your SMS messaging when you onboarded your account with UpLaunch. Your SMS number is your 10DLC.


And, A2P?


A2P stands for application-to-person texting. It basically means you're using an app, like UpLaunch, to send and receive messages. Early on, A2P only applied to automated messaging, but now it’s becoming closer to person-to-person (P2P) conversations as customers respond to your gym’s text messages with questions or comments. 10DLC was originally meant for use by P2P conversations, but because of the evolution of 10DLC use in texting apps, 10DLCs are now frequently used for A2P communications that resemble P2P communications.

A2P 10DLC
PC: Twilio.com


What are the new standards?


All businesses and organizations who want to text their audience with 10DLC numbers will be required to register their phone number with carriers.


What's required for registration?


Carriers like AT&T, US Cellular, T-Mobile, and Sprint are requiring software vendors offering SMS messaging to their customers, like UpLaunch, to register their customers’ businesses and use cases as individual campaigns with the carriers. We will collect the required information from you.


The downside to not registering

  • higher carrier fees
  • heavier message filtering
  • increased likelihood to be blocked by carrier


When is it happening?


You can start entering your gym’s information at any time in the Business Branding area of your account settings. AT&T already started its 10DLC registration process on April 1st, and other carriers are predicted to follow suit soon. But please don’t panic, carriers most likely won’t start blocking non-registered numbers and messaging traffic until July 2021. We encourage you to submit your information to us as soon as possible to minimize the chance of your SMS deliverability negatively impacted being by this change.


Are there additional fees?


Yes and no. These new standards and registration processes for 10DLC will result in additional campaign registration and carrier fees. The reward will be higher throughput (more messages delivered faster), better delivery rates, and the opportunity to build and maintain your brand's reputation. This is going to make both you, your leads, and your clients happier in the long run!


On your behalf, we will register your 10DLC and cover the registration costs for you. The individual carriers may eventually have their own individual message unit fees. For now, we aren't sure on the exact timing of if or when there may be any additional fees passed on to our customers. When things are finalized on both our end and the carriers, we’ll be sure to let you know!


As your trusted CRM partner, we want to ensure you that UpLaunch is taking all steps necessary to safeguard your account's SMS deliverability. Our goal is your SMS messaging will be unaffected by this change and allow you to continue to focus on crushing it in your gym!


Register your gym now! We highly encourage all our customers to complete the requested information by June 1, 2021.


From the UpLaunch dashboard:

- Go to Account Settings

- Navigate to Business Brand and click “Launch”

- Fill out the areas that are noted with a * and “required for 10DLC”


You will need to enter:

- Legal name

- Business Type

- Tax number/ID/EIN

- Phone Number (not your UpLaunch Number)

- Website

- Point of Contact

- Campaign use case (pre-filled to help you)

- Campaign sample messages (pre-filled to help you)

- We will take care of the rest for you!

Watch the Webinar recording covering A2P 10DLC and deliverability best practices.

Watch webinar recording!

For additional details, watch this quick video on how to submit your 10DLC information.

Watch video tutorial!

How to submit your business information for 10DLC

Is your SMS messaging ready for the 10DLC changes?

As a gym owner, you want highly deliverable SMS messaging, so you can use it as a channel to help grow your gym. Texting is the easiest way to send and receive messages, especially when you are a busy gym owner. SMS messaging is immediate, leads love it, and it’s a simple yet personal way to stay in touch with your clients. Please keep reading to learn more about what changes are happening, the positives they will bring, and when they’re happening.

Learn more about how SMS messaging is changing!
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