What is the 10 DLC TCR rule and what it means for your business?
More and more businesses are using SMS and MMS messaging to reach their customers. With high open rates and personalized marketing, it’s no wonder. But the influx of A2P messaging led to increased regulation by the US wireless carrier industry. One of the biggest changes has been the implementation of the 10 DLC TCR rule. This rule requires businesses that send this type of messaging to register their brands and campaigns with The Campaign Registry (TCR). So what exactly is this rule and how does it affect your business? Let’s dive in.
First, let’s start with the basics. What is 10 DLC? 10 DLC stands for 10-digit long code. It is a phone number you use for your business that customers can message. This code is used in A2P messaging, which is when a business sends SMS or MMS messages to a person. These messages are sent through a messaging provider once a business has registered with TCR.
Why was the 10 DLC TCR rule implemented? The rule was introduced to protect consumers from spam and unwanted messages. By registering campaigns and brands with TCR, businesses can help ensure they are not sending unsolicited messages to customers. TCR also helps prevent phone carriers from blocking messages due to high volumes of messages or keywords that seem suspicious.
The 10 DLC TCR rule was implemented in two phases. First, on June 1st, 2021, US carriers started enforcing the registration of campaigns on 10 DLC. This means that if you are using a local phone number to send SMS or MMS messages, you need to register your campaign with TCR. Second, starting March 31st, 2023, all brands must be registered with TCR for all numbers that send SMS and MMS messages.
What happens if you do not register your businesses and campaigns with TCR? Failure to do so can lead to several issues. First, delivery delays can occur, since carriers may block messages from unregistered numbers or campaigns. Second, content can be blocked if it is deemed spam or fraudulent. Finally, additional charges can be added to SMS and MMS messages sent from your business account.
In conclusion, the 10 DLC TCR rule is a necessary step in ensuring customers receive only the messages they want. This rule requires businesses to register their brands and campaigns with TCR to prevent spam and unwanted messages to protect customers. Make sure to check with your carrier if you use SMS or MMS messaging as part of your business. Get registered to avoid any issues regarding potential delivery delays, blocked content, or additional charges. The future of text messaging requires greater transparency and accountability, and the 10 DLC TCR rule is a necessary step in that direction.
