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.
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 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 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.
There are 4 categories of players involved in this new ecosystem -
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.
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, our Campaign Service Provider has been at the forefront of these changes for quite some time and is fully registered with The Campaign Registry.
To begin the process, we will need to get your number registered and campaigns verified with the registry.
You need to submit to us, the necessary details for your request.
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)
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 our CSP(Campaign Service Provider) 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 future.