Introduction: What is A2P 10DLC and Why is it Essential?

A2P 10DLC is a system in the United States that allows businesses to send Application-to-Person (A2P) messages over standard 10-digit long code (10DLC) phone numbers. As a customer of TalkWiz.ai leveraging SMS for lead nurturing and customer communication, registering your business ("Brand") and your messaging intentions ("Campaigns") is a mandatory step.

This registration is reviewed by mobile carriers (like T-Mobile, AT&T, and Verizon) through our downstream partner, Twilio, and The Campaign Registry (TCR). A successful registration ensures high message deliverability, protects your brand's reputation, and prevents your messages from being filtered or blocked.

This guide provides best practices to help you create a registration that has the best possible chance of quick and successful approval.

Part 1: Your Business Brand Registration

Your Brand registration identifies who you are to the mobile carriers. Accuracy and consistency are paramount.

Best Practices for Brand Registration:

• Use Your Legal Business Name: The name you enter must exactly match the name registered with the IRS (for US businesses). For example, if your legal name is "Main Street Auto LLC," do not register as "Main Street Auto."
• Accurate Business Information: Ensure your Employer Identification Number (EIN) for US businesses, business address, and other details are correct and match official records.
• Use a Business Email Domain: Whenever possible, use an email address associated with your company's domain (e.g., contact@yourbusiness.com) rather than a generic address (e.g., yourbusiness@gmail.com). This enhances your credibility.
• Keep it Updated: If your business information changes, be sure to update your registration to maintain compliance.

Part 2: Your Campaign Use Case Registration

Your Campaign registration details what kinds of messages you'll be sending. This is the most scrutinized part of the registration process. Clarity and transparency are key to approval.

Key Components of a Successful Campaign Registration:

1. Choose the Correct Use Case

Select the use case that most accurately reflects your messaging. Common use cases for TalkWiz.ai customers include:

• Customer Care & Support: Two-way conversations to support existing customers.
• Account Notifications: Sending reminders, confirmations, and updates. (e.g., appointment reminders).
• Marketing & Promotional: Sending promotional offers, and lead nurturing messages.
• Mixed: For campaigns that combine multiple use cases (e.g., sending appointment reminders and occasional marketing messages). Note: Mixed campaigns often receive more scrutiny.

Pro-Tip: If you have distinct messaging purposes, consider creating separate campaigns for each (e.g., one for appointment reminders and another for marketing).

2. Write a Clear and Detailed Campaign Description

This is your opportunity to explain your messaging to the carriers. Be specific and transparent.

• Poor Description: "We send messages to our customers." (This is too vague and likely to be rejected).
• Good Description: "This campaign sends appointment reminders to patients who have opted-in on our website. We also engage in two-way conversations to confirm or reschedule appointments. Our AI assistant may initiate follow-up messages based on the conversation."

Your description should answer:

• Who are you sending messages to? (e.g., "customers who request a quote," "patients who book an appointment")
• What is the purpose of the messages? (e.g., "to confirm appointments," "to nurture leads who opted-in")
• How does the conversation flow? (e.g., "An automated reminder is sent 24 hours before the appointment. The customer can reply to confirm or request a change, and our staff or AI will respond.")

3. Provide High-Quality Sample Messages

You will need to provide at least two sample messages. These samples must be representative of what you will actually send.

Best Practices for Sample Messages:

• Identify Your Business: Start your messages by clearly stating your business name.
• Use Brackets for Dynamic Content: If you use templates with variables (like customer names or appointment times), indicate these with brackets.
• Include Opt-Out Language: At least one of your sample messages must include clear opt-out language (e.g., "Reply STOP to unsubscribe").
• Be Consistent: Your sample messages must align with your chosen use case. Do not submit a 2FA code as a sample for a marketing campaign.

Example Sample Messages for a "Mixed" Use Case (Appointment Reminders & Lead Nurturing):

• Sample 1: Hi [Customer Name], this is a reminder of your appointment with [Business Name] on [Date] at [Time]. Please reply to confirm. Reply STOP to unsubscribe.
• Sample 2: Hello from [Business Name]! Thanks for your interest in our services. Are you available for a brief chat this week to discuss your needs?

4. Detail Your Opt-In Process

You must clearly explain how you get consent from users to send them text messages. The opt-in must be explicit and informed.

• Website Forms: If you use a form on your website, state this clearly. It is highly recommended to have a checkbox that users must actively check to give consent. The language should be unambiguous.
  • Example Opt-In Language on a Form: By checking this box, you agree to receive text messages from [Your Business Name] for appointment reminders and marketing offers. Message and data rates may apply. You can unsubscribe at any time by replying STOP.
• Keyword Opt-In: If users can text a keyword (e.g., "JOIN") to a number, describe this process.
• Verbal or Written Consent: If consent is gathered verbally or on a paper form, you must describe this process. Be prepared to provide a script or a copy of the form if requested.

Crucially, your website and the opt-in language must be publicly accessible. If it is behind a login, provide a screenshot and a publicly accessible link to that screenshot (e.g., via Google Drive or a similar service).

5. Ensure a Compliant Opt-Out and HELP Process

• Opt-Out: Your messages must honor standard opt-out keywords like STOP, UNSUBSCRIBE, CANCEL, END, and QUIT. When a user sends one of these, you must cease messaging them (except for a final confirmation of the opt-out) and have a process for this. TalkWiz.ai handles this automatically.
• HELP: You must respond to the HELP keyword with information on how to get assistance (e.g., your business name and a contact number or email).

Common Reasons for Rejection and How to Avoid Them

• Inconsistent Information: Your legal business name does not match your EIN, or your website branding is different from your registered brand name.
• Vague Descriptions: Campaign descriptions and message flows that lack specific details.
• Mismatched Use Case and Samples: Providing sample messages that do not align with the stated purpose of the campaign.
• Broken or Inaccessible Links: The website URL provided in your registration is broken or leads to a page without a clear opt-in process.
• No Opt-Out Language: Failing to include "Reply STOP to unsubscribe" or similar language in at least one sample message.
• Using URL Shorteners: Avoid using shared public URL shorteners like bit.ly in your sample messages.

By taking the time to provide clear, accurate, and detailed information in your A2P 10DLC registration, you significantly increase the likelihood of a swift approval. This ensures that you can effectively leverage the power of SMS through TalkWiz.ai to grow your business.