The short answer
- A2P 10DLC is the US carrier system for business texts sent from a regular 10-digit phone number through software, like a CRM or texting app.
- You register your business (the brand) and what you text about (the campaign) with The Campaign Registry, usually through your texting provider.
- Costs are modest: a small one-time brand fee, about $15 per campaign review, and a monthly campaign fee. Rules and fees change, so check your provider.
- Approval depends on clear opt-in, a public privacy policy and terms, and sample messages that match your real use.
A2P 10DLC stands for "application-to-person, 10-digit long code." In plain English, it is the registration US carriers require before a business can send texts from a normal local phone number using software, such as a CRM, booking tool or texting platform. You register your business identity (the brand) and the type of messages you send (the campaign) with The Campaign Registry, usually through your texting provider. Since early 2025, major providers have blocked unregistered 10DLC traffic, so if your CRM sends texts from a local number, registration is not optional.
Rules, fees and review standards change often. Everything below reflects published provider information as of late 2026. Check your own texting provider's current requirements before you register.
What A2P 10DLC actually means
Texting from your personal phone to a client is person-to-person messaging. The moment a system sends the text for you, such as an automatic inquiry reply, an appointment reminder or a review request, carriers treat it as application-to-person messaging. Spam pushed carriers to require that this traffic be registered, so they know who is sending and that recipients agreed to it.
There are three main ways businesses send texts in the US:
| Number type | What it is | Registration |
|---|---|---|
| 10DLC | A regular local 10-digit number | A2P 10DLC brand and campaign registration |
| Toll-free | An 800-style number | Toll-free verification, a separate process |
| Short code | A 5 or 6 digit number | Its own application, much higher cost |
Most small service businesses use 10DLC because a local number looks familiar and clients can call it back.
Brand vs campaign
Registration has two parts. The brand is your business: legal name, tax ID, address, website and contact details. Carriers use it to confirm you are a real company. The campaign is what you will text about: the use case (such as customer care or account notifications), a description, sample messages, how people opt in, and how they opt out or get help.
Providers offer a few brand types. Twilio, for example, lists Sole Proprietor (for individuals without a business tax ID, with tight volume limits), Low-Volume Standard and Standard. Most registered businesses with an EIN use one of the Standard options, which allow up to five campaigns per brand.
What it costs
The fees are small compared with most business software, but they add up if you have to resubmit. Here are Twilio's published figures as a reference point. Other providers, including CRMs that include texting, pass through similar fees and may add their own.
On top of that, you pay per-message charges to your provider, and carriers add their own small per-message fees. A rejected campaign means paying the vetting fee again when you resubmit, which is the best reason to get the application right the first time.
What you need before you register
Gather these first. Most rejections come from a missing or mismatched item on this list.
- Your exact legal business name and EIN, matching IRS records character for character.
- Business address and a working website on your own domain.
- A public privacy policy that says mobile information is not shared with third parties or affiliates for marketing or promotional purposes.
- Public terms that cover your text program: what you send, frequency, "Msg and data rates may apply," and STOP and HELP instructions.
- A visible opt-in: a form or page where people choose to receive texts, with a checkbox that is unchecked by default and not required to use your service.
- Two to five sample messages that match your real texts, including your business name and opt-out language.
- A clear description of how someone opts in, written step by step, with links.
Carriers are checking one thing above all: did this person actually agree to hear from you?
How to register, step by step
- Choose your texting provider
If your CRM sends texts, registration usually happens inside it. Otherwise, register through your messaging provider's console.
- Publish your opt-in, privacy policy and terms
Put them live on your website before you submit. Reviewers visit the links.
- Register the brand
Enter your legal details exactly as the IRS has them. Mismatches are a common cause of failure.
- Create the campaign
Pick the use case that matches your messages, describe the program, paste sample messages, and explain the opt-in flow with links.
- Wait for review
Providers quote anywhere from a few business days to several weeks, depending on volume and whether manual review is needed.
- Fix and resubmit if rejected
Read the rejection reason, change the specific item, and resubmit. Each submission carries the vetting fee.
- Keep your program matching your registration
If you start sending a new kind of message, such as promotions, you may need a new or updated campaign.
When we registered our own campaign at EMP, we published a public SMS opt-in page alongside our privacy policy and terms, so reviewers and clients can see exactly what people are agreeing to.
Common reasons campaigns get rejected
- The opt-in checkbox is pre-checked or required to submit a form.
- The privacy policy is missing, hard to find, or suggests sharing data with third parties.
- Sample messages do not match the stated use case or skip the business name.
- The website is under construction, behind a login, or does not match the business name.
- The opt-in description is vague, such as "customers give us their number."
- Promotional content in samples for a campaign registered as customer care.
Registration is also only half the job. You still need real consent, honored STOP requests and sensible send times. Business texting in the US also falls under the TCPA and related rules, so talk to an attorney if you plan marketing texts.
Where texting fits in your system
Texting is the fastest way to reach a new lead or remind a client, which is why it powers tools like missed-call text back, payment reminders and appointment reminders. Registration is a one-time setup step that makes all of them deliverable. If texting is part of a system you are planning, on your own or with us through AI Systems, put registration on the timeline before launch, since approval can take longer than the build itself.
Frequently asked questions
Do I need A2P 10DLC if I text clients from my own phone?
Not for normal person-to-person texts you type yourself from your phone. It applies when software sends texts from a 10-digit business number, such as a CRM, booking tool or texting app.
How long does A2P 10DLC approval take?
It varies by provider and review queue. Expect a few business days at best and several weeks if manual review or a resubmission is needed. Plan registration before you launch any texting automation.
What happens if I do not register?
Major providers block unregistered 10DLC traffic to US numbers, so your texts simply do not arrive. Some may also charge carrier penalties for unregistered messages.
Can a sole proprietor register without an EIN?
Yes, many providers offer a Sole Proprietor brand type for individuals without a business tax ID, with lower volume limits and only one campaign.
Is toll-free texting easier?
Toll-free numbers use a separate verification process instead of 10DLC registration. It is a valid option, but many local service businesses prefer a local number clients recognize and can call back.
