North America Text Messaging

As text messaging continues to be a popular communication channel, businesses and organizations in North America must comply with specific requirements when engaging in application-to-person (A2P) campaigns.

The three primary options are 10DLC, toll-free numbers and short codes. Each has different operational and compliance requirements.

10DLC (10 Digit Long Code)

10DLC uses a dedicated 10-digit phone number designed for A2P messaging. It is a lower-cost alternative to short codes and is widely used for customer engagement.

• Brand registration: businesses must register their brand and obtain a trust score.
• Campaign registration: each A2P campaign needs to be registered with carriers.
• Opt-in and opt-out: businesses must collect explicit consent and provide a clear unsubscribe path.
• Compliance: message content, frequency and campaign use must comply with carrier and regulatory rules.

Toll-Free Numbers

Toll-free numbers can also be used for A2P messaging if they are text-enabled.

• Text enablement: the toll-free number must support sending and receiving SMS.
• Opt-in and opt-out: customers must explicitly consent and be able to unsubscribe easily.
• Compliance: content restrictions and carrier requirements still apply.

Short Codes

Short codes are five or six digit numbers designed for A2P messaging. They typically offer high throughput, carrier-level support and stronger deliverability, but involve more rigorous approval and higher cost.

• Provisioning: short codes are obtained through a short code registry process.
• Compliance: strict adherence to carrier, CTIA and TCPA requirements is mandatory.
• Opt-in and opt-out: explicit consent and clear stop/help handling are still required.

Choosing Between Them

When engaging in A2P messaging campaigns in North America, businesses should choose between 10DLC, toll-free and short codes based on required throughput, registration lead time, compliance obligations and budget.

Each option exists to support legitimate messaging while protecting recipients and the integrity of the SMS ecosystem.