Business Texting and 10DLC Registration, Explained for Small Businesses
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How we wrote this: An explainer based on The Campaign Registry's public description of 10DLC and CTIA's Messaging Principles and Best Practices (linked below). We have not tested any texting provider. This isn't legal advice; your provider's rules may be stricter.
Texting customers from your business number for appointment reminders, "we missed your call" replies or order updates is effective, and in the US it's regulated by the mobile carriers. If you've been asked to "register your brand and campaign," this is what's going on.
What 10DLC means
10DLC stands for 10-digit long code, an ordinary local-looking phone number used for application-to-person (A2P) messaging. The Campaign Registry describes 10DLC as a sanctioned A2P channel in which brands (your business) and Campaign Service Providers (your texting platform) are verified before they can send messages. Campaigns are registered through a provider, which receives a campaign ID.
In practice you won't usually deal with the registry directly. Your phone or texting provider collects your business details and use case and submits them for you.
Typical registration information
Expect your provider to ask for:
- Your legal business name, tax ID and address (brand details)
- What you'll send (the "use case"): reminders, customer care, marketing, and so on
- Sample messages
- How customers opt in, and the exact wording they see
- Your opt-out (STOP) and help (HELP) replies
Opt-in: the heart of it
CTIA's Messaging Principles and Best Practices say messages should be sent only after the consumer has opted in. They list acceptable ways to opt in, including:
- Entering a phone number on a website form
- Texting a keyword to you
- Starting the text conversation themselves (you reply only with what they asked for)
- Signing up in person or over the phone
The guidelines also recommend keeping records of consent, such as the timestamp, the method, the wording used and the specific campaign.
A clear call-to-action should tell people what the program is, who is sending, any fees, and how to opt out.
Confirm, then respect STOP
For recurring messages, CTIA recommends sending a confirmation message before anything else. It should include the program name, how to get help, how to opt out, and that messages recur. A typical example:
"[Business]: You're signed up for appointment reminders. Msg frequency varies. Msg & data rates may apply. Reply HELP for help, STOP to opt out."
When someone texts STOP (or plainly asks to stop), send one confirmation and then stop texting them.
Missed-call text-back
Many phone systems and AI receptionists can automatically text people whose calls you missed. Because the caller contacted you first, this can fit within the "consumer-initiated" pattern above, but your provider still needs it registered as a campaign. Ask before turning it on. For the bigger picture on unanswered calls, see our guide to after-hours and missed calls. If you're comparing AI receptionist services, Autonomous Receptionist keeps a vendor directory. Ask each vendor directly whether texting is included and registered.