Glossary of Terms

10DLC (10-Digit Long Code): A standard 10-digit phone number used for messaging in the United States. It is designed for businesses to send Application-to-Person (A2P) messages.

MMS (Multimedia Messaging Service): Messages that include multimedia content such as images, audio, or video. MMS may have different regulations and costs compared to SMS.

SMS (Short Message Service): Standard text messages limited to 160 characters. The primary method of messaging through 10DLC.

Wireless Subscriber: A registered cellular device on one of the MNO (mobile network operators) such as Verizon, Tmobile, or AT&T (among others)

Message Sender: The entity or individual responsible for sending messages. They are required to register their brand and campaigns under the 10DLC framework.

A2P Messaging (Application-to-Person Messaging): The process of sending messages from an application to a person. A2P is used for alerts, notifications, marketing messages, and two-factor authentication.

P2P (Person-to-Person Messaging): Messaging between two wireless subscribers. This type of messaging does not require registration under 10DLC regulations.

Brand: The identity/name of the company sending messages to a customer/wireless subscriber

Brand Registration: The process of registering the brand that will be associated with the messaging campaign. It includes details like the brand name, type, and company information.

Campaign: A messaging program associated with a specific use case (e.g., marketing, customer service). Each campaign must be registered with a use case and adhere to specific compliance rules.

Campaign Registry (TCR): A centralized system used to register A2P 10DLC campaigns. It ensures that campaigns are compliant with carrier regulations and helps monitor message traffic.

MO: Messaging Origination. A message sent to an A2P number. An MO fee determines the charges Carriers apply for receiving messages from one of their customers.

MT: Messaging Termination. A message sent from an A2P number and terminating on and end user’s handset. MT fees determine the charges Carriers apply for sending to their customers.

Marketing: Promotional content aimed at advertising or selling products or services.

Customer Care: Messages related to customer service, support, or general inquiries.

One-Time Password (OTP): Messages containing a code for authentication or verification.

Alerts and Notifications: Messages providing important updates or information.

Throughput: The rate at which messages are sent per second. Different carriers have different throughput limits for 10DLC messaging, which can be influenced by the campaign type and brand reputation.

Carrier Compliance: Adhering to the specific rules and regulations set by mobile carriers for 10DLC messaging. This includes registration, content restrictions, and opt-in/opt-out management.

Opt-In: The process by which a consumer consents to receive messages from a business. Proper opt-in is required to ensure compliance with messaging regulations.

Opt-Out: The process by which a consumer can revoke their consent to receive messages. It must be easy for consumers to opt-out, and businesses must respect these requests immediately.

Spam: Unwanted or unsolicited messages sent to a user. Spam can lead to penalties, and businesses must avoid sending spam by adhering to best practices and compliance rules.

Message Filtering: The process by which carriers screen messages for compliance, spam, and abuse. Messages that do not comply with regulations may be filtered or blocked.

Message Deliverability: The rate at which messages are successfully delivered to recipients. High deliverability is achieved by following best practices and complying with regulations.

Sender Reputation: The trustworthiness of the message sender, which affects the likelihood of message delivery. It is influenced by factors such as complaint rates, message volume, and content quality.

Message Template: Pre-approved message content that adheres to the rules of a specific campaign use case. Templates are often used to ensure compliance with regulations.

Verified Messaging: A feature that shows the sender’s identity and branding within the message, improving trust and transparency for recipients.

Short Code: A 5 or 6-digit number used for high-volume messaging. While different from 10DLC, short codes are often used for similar purposes but have different regulations and throughput capabilities.

Alphanumeric Sender ID: A sender ID using text instead of a phone number (e.g., a company name). This is not available for 10DLC messaging in the U.S.

CTIA (Cellular Telecommunications Industry Association): An organization that establishes best practices and guidelines for messaging, including 10DLC.

FCC (Federal Communications Commission): The U.S. regulatory body responsible for telecommunications, including text messaging regulations.

TCPA (Telephone Consumer Protection Act): U.S. legislation that regulates telemarketing and messaging to protect consumers from unwanted communications. Non-compliance can result in significant penalties.