December 1, 2024, will mark the end of unregistered 10-digit long code (10DLC) messaging in the US. If your business depends on sending texts over unregistered 10DLC numbers, it’s time to change course. This isn’t one of those deadlines you can ignore and hope it goes away. After December 1, any unregistered 10DLC traffic simply won’t work. Here’s what’s changing, why it matters, and how to get ready.
Why Carriers Are Shutting Down Unregistered 10DLC
For years, companies have been able to send messages through local phone numbers without registering them. It was a sort of free pass for smaller businesses or anyone who didn’t want to deal with compliance. But there’s a reason that loophole is closing. Carriers want to cut down on spam and raise message quality. And they’re achieving this by requiring that every 10DLC number used for messaging gets registered through The Campaign Registry (TCR).
Registering with TCR doesn’t just mean you’re compliant. It actually gives your messages more legitimacy. Carriers will recognize them as coming from a verified source, and you’ll avoid the random blocks and aggressive filtering that have made unregistered traffic so unreliable lately.
Registration tells carriers that you’re not a spammer, which, if you think about it, is the only way we’re going to keep business messaging valuable. If everyone could send messages without accountability, the channel would become unusable pretty quickly.
The December 1 Deadline Isn’t Just Another Date
After December 1, the door slams shut on unregistered 10DLC messaging in the US. Here’s what that means:
- All unregistered traffic is blocked: After December 1, any unregistered number will be dead weight for messaging. No more shortcuts.
- Costs keep climbing for unregistered traffic: In the lead-up, unregistered messages are already costing more in pass-through fees, and filtering is stricter.
- Compliance will be enforced across the board: Businesses sending messages over 10DLC need to register with TCR or be ready to watch their messaging hit a wall.
Ignoring this deadline isn’t an option unless you’re okay with losing your 10DLC capabilities altogether. And waiting until the last minute? That means dealing with a bottleneck of thousands of businesses scrambling to register at the same time, which is likely to lead to delays and missed connections.
How to Register Your 10DLC Traffic
The process isn’t exactly hard, but it’s more than a one-click solution. You need to register both your business and the specific use cases you’ll be sending messages for. Here’s the breakdown:
- Register your Brand: This step verifies your business with TCR, which gives carriers the confidence that you’re not out there to flood inboxes with spam.
- Register your Campaigns: For each use case—say, customer alerts or promotional messages—you’ll need to submit a campaign registration. This classification helps carriers understand the purpose of your messages so they can avoid blocking them.
Each campaign has to meet certain guidelines. It’s not impossible, but it can be time-consuming if you don’t know what you’re doing. That’s where having a messaging provider like OtterText helps. OtterText streamlines the process, helping you get the details right so that you’re registered correctly the first time.
For more guidance on how to successfully register and stay compliant, OtterText has created helpful resources:
- Ultimate Guide to Getting Your 10DLC SMS Campaign Approved
- Steer Clear of Fines: SMS Opt-In Compliance for Firearms and Alcohol Brands
If you require a more hands-on assistance with the registration process, you can consult with our CEO and resident industry expert, Ben Nelson, who can readily offer authoritative guidance.
Why You Should Register Now Instead of Later
A lot of companies will push registration until the last minute, but that’s a risky approach. First, the registration process can take time. The more companies trying to register at once, the slower it’ll go. And second, carriers are already charging more for unregistered traffic. So every week you wait could mean higher costs.
With the December 1 deadline coming up fast, now’s the time to act. If you’re an OtterText customer, start by reviewing your 10DLC setup and make sure all of your traffic is registered with TCR. If you’re unsure, OtterText can help you audit your current setup, check for any unregistered numbers, and guide you through the steps to register smoothly.
Your Checklist for Staying Compliant
If you’re using 10DLC, here’s what to do:
- Audit your 10DLC traffic: Check which of your numbers aren’t registered.
- Complete brand and campaign registration: Make sure every use case is correctly registered with TCR.
- Stay informed: Keep an eye out for any updates as we get closer to the deadline, and make adjustments as needed.
Why OtterText?
10DLC registration can seem like one of those things that shouldn’t be complicated but is. OtterText gets that, and they’ve built a way to make it easier. Instead of navigating TCR requirements on your own, you get step-by-step guidance to make sure every number is compliant.
December 1 isn’t going to change. But if you act now, you’ll avoid the last-minute rush, keep your costs down, and ensure your messages reach your customers without interruption. So don’t wait for the deadline to make it impossible to catch up—start now, stay compliant, and keep your communications open with OtterText.
