Businesses and Customers alike have benefitted from the utility of text messaging services since the early 90’s. Long codes (standard phone numbers) were traditionally used only for Person-to-Person (P2P) messaging. However, usage of long codes for messaging campaigns has increased due to their simplicity and ability to meet the needs of Application-to-Person (A2P) messaging between businesses and customers, despite the fact that this channel had been unsanctioned. Some examples of this A2P messaging are as follows: Customer Service: a call between a contact center and a customer concludes with a text from the company (e.g. a survey, information, order details, appointment, etc.) to the customer Two-factor Authentication (2FA): a bank sends an authentication code, which enables a secure login for a customer to access their account safely Operations (reminders/notifications/alerts): a doctor’s office sends an appointment reminder to a patient with the ability to text or call to confirm, or a mobile subscriber receives a weather alert from a local TV station Anonymized Numbers: a ride-hailing service manages messaging interaction between a driver and a passenger while keeping the actual phone numbers of both sides anonymous from each other These are four of the many use case scenarios. However, as text message volume has continued to increase for these desired or ‘wanted’ messages, some businesses have used the same technology for sending unauthorized and unwanted / SPAM text messages. An environment in which there is a high volume of SPAM messages clearly is bad for End Customers, Brands, and the mobile industry overall. To answer this market need, U.S.-based MNO’s (Mobile Network Operators aka wireless carriers) have begun launching A2P 10 Digit Long Code (10DLC) services starting with Verizon earlier this year. 10DLC is a fully sanctioned service that provides visibility into message sources and content and offers new benefits to message senders.
The Campaign Registry
With the above in mind, the MNO’s have partnered up with a company called Kaleyra to create The Campaign Registry. The Campaign Registry provides Application-to-Person (A2P) 10 Digit Long Code (10DLC) messaging campaign registration services. The platform is a single source of information about 10DLC messaging campaigns throughout the U.S., enabling the messaging ecosystem (the MNO’s) to see who sent any given 10DLC message and what they claim to be sending, which can be checked and validated against actual messaging behavior.
MNO’s can now have visibility into the “who” and “what” of each messaging campaign which allows them to provide a better quality of service for 10DLC messaging, while service providers like SignalWire can have confidence knowing that they are using an officially sanctioned messaging channel. Customers such as yourselves can finally benefit from a better quality of service as well as better predictability of success for your messaging campaigns.
The Campaign Registry is about creating a centralized, trusted access point to key information enabling the messaging service providers such as SignalWire, to exchange transparency (directly with the MNO’s) in who they are and what they are doing for more predictable and reliable service delivery to end-users. We are proud to be at the forefront of these changes in working together with all of our partners in being part of this new ecosystem.
The New 10DLC Ecosystem
There are 4 categories of players involved in this new ecosystem -
- MNO’s - These are the Mobile Network Operators aka wireless carriers (ie...Verizon, ATT, T-Mobile, Sprint, etc). These are the companies that deliver your messages to the End Users.
- DCA’s (Direct Connect Aggregators) - These are companies that have direct connections to the MNO’s gateways and transmit messages on behalf of its customers such as SignalWire.
- CSP’s - This Is SignalWire - A Campaign Service Provider is the provider of messaging services to its customers. A CSP works with its customers (aka Brands), to create and launch new and successful messaging campaigns. SignalWire is a fully registered CSP!!!
- Brands AKA You The Customer - This is the company or entity that will be sending the messages to its End Users.
Benefits of Being Registered
Being that your Business/Brand, messaging campaigns, and numbers will be verified directly with the MNO’s, you will be able to get pre-approval for use cases that typically would have fallen outside of the CTIA guidelines. Some examples of this would be the ability to use more than one number for the same campaign (if you indeed have a legitimate use case). In addition, you will also be able to send messages at higher throughput rates.
Does this change only apply to SignalWire? NO! This is an industry-wide change and all messaging service providers will need to abide by and be part of this new ecosystem.
What does all this mean for me? As mentioned, the goal of this new system is to make sure ALL 10DLC messaging is verified and takes the appropriate route. The MNO’s have been incrementally launching their A2P sanctioned routes with the target of having ALL 10DLC messaging flowing through those routes by the end of 2020.
During this rollout period, the MNO’s have begun tightening their filtering on P2P routes (the route your messages take today) in regards to SPAM and Application to Person campaigns in general. By the end of 2020, any Application to Person message received by the MNO’s that didn't take the proper A2P route will likely be blocked (even if all other CTIA guidelines are met) or heavily tariffed.
How do I transition my messaging campaigns to this new A2P route? As mentioned above, SignalWire has been at the forefront of these changes for quite some time and is a fully registered Campaign Service Provider with The Campaign Registry. To begin the process, we will need to get your numbers and campaigns verified with the registry. You can initiate that process by visiting the Messaging Campaigns section of your SignalWire Space and submitting the necessary details for your request.
What information is required to register? There are essentially two components to becoming registered:
- Brands - We need to first register your business as a Brand on The Campaign Registry. Once registered, a Brand is given a unique Brand ID which is associated with ALL its campaigns and numbers and messages. To become a Brand, the registry requires you to provide details about your business such as official company name, website, Tax ID / EIN, company contact name, direct number, and email.
- Campaigns - We will then need to register each of your unique campaigns. Once approved, each campaign will also be given a unique ID which will be registered directly with the MNO’s. Information required will be your campaigns use cases, opt-in/out process, message samples.
Can I use multiple Long Code numbers in one campaign? Yes, as long as you have a valid use case for doing so.
How long does the registration process take? Approximately 3-5 business days (can take shorter or longer depending on information submitted)
Are there any costs associated with Campaign Registration? Currently No! However, there will be fees associated with registration at some point in the very near future. We will provide an update accordingly!
What if I don't register? As mentioned above, ALL of your 10DLC traffic MUST be registered before the end of 2020. Any Application to Person message received by the MNO’s (wireless carriers) that are not registered will very likely be blocked (even if all other CTIA guidelines are met) or heavily tariffed.
What if my traffic is P2P (Person to Person)? Even if your traffic meets P2P guidelines, it is still considered A2P by the carriers being that it's being sent from SignalWire which is an API platform. Meaning you still need to have it registered.
Does this apply to Toll-Free Numbers? Not yet! Although there will likely be similar changes to Toll-Free in the very near future.
How can I get more information? You can contact our trained sales team to answer any questions as well as help you get the process started.
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