AT&T is expected to throttle messages for unregistered traffic and T-Mobile is expected to block unregistered traffic. To continue to send A2P 10DLC sms and mms messages, you must register immediately to avoid any 10DLC-related service impacts and fines come October 1.
What do I need to know?
10DLC is the industry's way of self-regulating messaging by finding out who's sending messages, why they're sending them, and confirming that the end-user has opted in to receive the messages. In order to self-regulate, brands and campaigns have to be registered with The Campaign Registry (TCR), either directly or through Ytel.
You may be wondering about short code and toll-free (TFN) A2P traffic and how it will be impacted by these impending rate limits. It won't be. Short code has an established briefing process and Toll-free A2P traffic is exempt from this requirement of 10DLC, but TFN A2P numbers have a similar whitelisting process for optimal delivery. At this time A2P/10DLC is specific to long code phone numbers only.
What do I need to do?
Ytel is here to help. Pull up a virtual chair and let's talk! If you haven’t already registered your 10DLC numbers, and been approved, it is important to start now. The process can take a few weeks to complete, so please begin now. Our Account Management and Operations teams can assist with the process of 10DLC registration or TFN whitelisting to support your use case.
TFN whitelisting form:
Starting October 1, 2021, unregistered 10DLC SMS and MMS messages will not be supported on the Ytel Network.
Fines and Fees:
Effective October 1st, 2021, T-Mobile will be ending the “grace period”, and will start charging the following additional fines and fees:
Campaign Service Activation Fees ($50)
Campaign Service Migration Fees ($50)
NNID Registration and Setup ($2000)
Noncompliance Fees (excluding Grey Route Noncompliance Fee)
Text Enablement - if Company or a Message Sender text-enables a 10-digit NANP telephone number and sends Messages prior to verification of Message Sender ownership. ($10,000)
10DLC Messaging Program Evasion - for each unique instance of a violation: Snowshoe sending, dynamic routing, spam filter evasion, unapproved campaign service ($1,000)
Content Violation - for each of the third and any subsequent notification of a Content Violation involving the same Content Provider. ($10,000)
For clarity, T-Mobile will not be charging the Special Business Review Request fees or the Grey Route Noncompliance Fee at this time. T-Mobile will provide a 30-day notice before beginning to charge these fees.