Note: check out the August 10th update on 10 DLC.
As the landscape of A2P (Application-to-Person) messaging evolves, businesses must adapt to the changing pricing structure. Recently, carriers announced a significant price increase for unregistered 10DLC (10-digit long code) messages, affecting businesses that have not registered their traffic.
This blog post delves into the implications of these price increases and outlines OtterText’s approach to handling the situation for its customers.
Understanding the Price Increase for Unregistered 10DLC Traffic
Carriers have opted to implement a substantial price increase for unregistered 10DLC messages. This increase results in a 100% rise in termination fees per message part, impacting businesses that have not undergone the 10DLC registration process. Below is a summary of the new fees for unregistered traffic:
SMS
- AT&T: $0.01
- T-Mobile: $0.005 (from June 1st), $0.006 (from Aug 1st), $0.007 (from Oct 1st), $0.008 (from Dec 1st)
MMS
- AT&T: $0.015
- T-Mobile: $0.014 (from June 1st), $0.015 (from Aug 1st), $0.016 (from Oct 1st), $0.017 (from Dec 1st)
| Registered | Unregistered | Chargeable fee from Otter on unregistered traffic. | |
| AT&T | $0.002 per SMS message segment $0.0035 per MMS message | $0.01 per SMS message segment $0.015 per MMS message | $0.008 per SMS message Segment $0.115 per MMS message |
| T-Mobile | $0.003 per registered outbound/inbound SMS message segment $0.01 per registered outbound/inbound MMS message | $0.008 per unregistered outbound/inbound SMS message segment $0.015 per unregistered outbound/inbound MMS message | $0.005 per unregistered outbound/inbound SMS message segment $0.005 per unregistered outbound/inbound MMS message |
Moreover, carriers will scale back assistance for technical and delivery issues related to unregistered 10DLC traffic.
OtterText’s Transparent Pricing for Registered and Unregistered Traffic
OtterText acknowledges the challenges businesses confront due to these price increases. Consequently, our pricing integrates carrier fees for registered traffic. However, unregistered traffic will incur a separate fee based on the rate increase with carriers.
This strategy ensures that businesses using registered 10DLC numbers can maintain competitive pricing, while those with unregistered numbers are conscious of the additional costs they will face.
Tackling Registration Challenges for Firearm Brands
Due to stringent industry guidelines, firearm brands frequently experience obstacles when registering their 10DLC numbers. Despite the low registration success rate, OtterText can still send messages for these brands at a higher price point. Firearm brands must acknowledge the increased costs associated with unregistered 10DLC numbers and strategize their messaging campaigns accordingly. For more information on navigating compliance for S.H.A.F.T industries, check out our Roadmap to Success.
Key Takeaways
The price increase for unregistered 10DLC messages will undeniably affect businesses that have not registered their traffic.
By incorporating carrier fees into our rates for registered traffic, OtterText aspires to offer transparent and competitive pricing for its customers. Get started with a 14-day free trial.
We strongly encourage all businesses to register their 10DLC numbers to evade additional costs and ensure a seamless messaging experience. If you have any questions or require assistance with the registration process, don’t hesitate to contact our team.
For more tips on SMS marketing, explore our comprehensive guide for small businesses and learn about SMS marketing for S.H.A.F.T brands.
