Learn more about U.S. requirements for SMS messaging campaigns.


As part of the U.S. phone industry’s efforts to protect consumers and improve the delivery of legitimate text messages, organizations that send text messages to U.S. phone numbers are now required to register the phone numbers that they are using for their SMS messaging campaigns.

This article provides answers to frequently asked questions about A2P 10DLC, and guidelines about registering your company.


What is A2P 10DLC?

These new registration requirements are referred to as “A2P 10DLC” because they relate to Application-to-Person (A2P) type messaging sent via standard 10-digit long code (10DLC) phone numbers.

⚠️ This is relevant for all organizations that send SMS messages to numbers in the U.S. using CallHippo phone numbers because U.S. carriers consider all messages that go through CallHippo to be “Application-to-Person” or A2P.


What is the TCR?

The Campaign Registry(TCR) is the authority that handles the registration of 10DLC messaging campaigns. Its mission is to provide a registration service by working with carriers, messaging companies and industry partners to establish common standards for A2P 10DLC messaging.

CallHippo (or your messaging provider) will be your single point of contact to register your campaigns. You do not need to be in contact with the TCR directly.


Will my company be affected by these changes?

All companies that send SMS to U.S. numbers will be affected by these new industry rules.


What do I need to do?

If you do not send text messages to U.S. numbers, you do not need to do anything. If you do send text messages to U.S. numbers, continue reading.

CallHippo encourages all customers using SMS text messaging to get aligned with A2P 10DLC as soon as possible.

>> Start your A2P 10DLC Standard registration <<

What happens if I don’t register, even though I meet the criteria?

Your message traffic may be subject to heavier carrier filtering and may incur increased per-message carrier fees.

How do I register?

There are two parts to A2P 10DLC Standard registration:

Step 1: Brand registration

  • Provide basic company information to register your “Brand.” This information should exactly match the business information associated with your EIN listing (for US companies).

Step 2: Campaign registration

  • Register your “Campaign” (What is your use case? What type of messages do you send?) Learn more about the campaign types here.

What is my A2P 10DLC brand registration type?

You need to be registered as a STANDARD brand category and you will have to register your Brand and Campaign(s). Start your A2P 10DLC Standard registration by clicking here.

Is there a cost associated with A2P 10DLC registration?

Not at this time. The Campaign Registry charges registration and usage fees (shown below) to CallHippo based on our customer’s messaging use. During the introductory period, CallHippo will not pass these fees along to customers. We will adapt our billing to pass through recurring A2P 10DLC registration fees (without any markup) in customer invoices at a later date, no earlier than 2022.

Campaign registration fee:

  • For STANDARD brands: See recurring fees by campaign type below (learn more about campaign types here)

    • Standard use case: $15/month

    • T-Mobile: $55 one-time fee per campaign

    • Additional Vetting (optional): $45, one-time fee (for a very high volume of messages)

Please keep in mind that these fees are subject to change, in which case, CallHippo will share the latest updates.


Note:  If the use case is submitted for the Agents, Franchise and Local branches then charges would be $30.


How can I register?

Start your A2P 10DLC Standard registration by clicking here

Be ready to provide the following information:

  • Legal company name (OR “Doing Business As” (DBA)) AND brand name (if different from legal name) → It should match the name on your business tax returns.

  • Full address

  • Business information:

    • Country of registration

    • Business entity

    • Industry

    • Tax Number/ID/EIN

    • Website

    • Stock Symbol (required if a publicly-traded company)

  • Contact information (name, email, phone number)

  • Specific information regarding your usage (to be able to select the right campaign(s))

    • Campaign type/use case

    • Use case description

    • 2 sample messages

    • Numbers to be linked to the campaign

Once you provide the registration details, CallHippo will review everything and will submit your request. If needed, our teams will contact you for further information.


How long will it take for a campaign to be approved?

It is difficult to estimate how long the end-to-end process (e.g. submission, review, and approval) may take for this new regulation. We will update this section as we learn more and are working towards a goal of having all submitted A2P 10DLC registrations processed ahead of the new November 1 deadline.


CallHippo is providing a P2P SMS feature, why would I need to register for A2P 10DLC?

This is relevant for all organizations that send SMS messages to numbers in the U.S. using CallHippo phone numbers because U.S. carriers consider all messages that go through CallHippo to be “Application-to-Person” or A2P.


What about the Toll-Free numbers?

Toll-Free numbers are not covered by the A2P 10DLC rules. You will need to follow a different process to verify Toll-Free US/Canada numbers for messaging compliance, detailed here:

Messaging Compliance for Toll-Free US/Canada Numbers

What about numbers that are configured to send SMS through an external partner?

If your number is configured to send SMS with Heymarket, Sakari or Textline, please contact them directly as the registration process is initiated by them.

What do I have to do if I want to add new phone numbers to an already registered campaign?

Please submit a ticket with our Porting Team to provide the information, and our team will handle your request.

If I have a question, who do I have to contact?

Please make sure to contact your Customer Success Manager or our Support Team.