A2P 10DLC registration, in plain English
What A2P 10DLC is, why US carriers require it, what it costs, and how to avoid the most common rejection for small businesses: a missing opt-in description.
Short answer: A2P 10DLC is the registration US phone carriers require before a business can send texts from a regular 10-digit number through software. You register your brand (who you are) and a campaign (what you send and how people agree to it), then attach your numbers. It costs a few dollars to start and a few dollars a month. The step that trips up most small businesses is explaining how customers opt in.
What A2P 10DLC means
- A2P = application-to-person: texts sent from software (a CRM, a scheduling tool, a texting app), not typed on a personal phone.
- 10DLC = 10-digit long code: a regular local phone number like (213) 555-0142.
The carriers (AT&T, T-Mobile, Verizon and others) use the registration to know who is sending what, and to filter spam. Registrations go through The Campaign Registry, usually via your texting provider (Twilio, for example), not directly.
Do you need it?
If you text customers from a local business number through any software, yes. Twilio has blocked messages from unregistered US 10DLC numbers since September 1, 2023. They fail with error 30034, "Message from an Unregistered Number".
Toll-free numbers and short codes have their own approval processes. Texting from your personal phone isn't covered by A2P 10DLC, but it also doesn't keep a record in your business system.
The three parts
1. Brand: who you are. Legal business name, EIN, address, website, a contact person. There are three brand types:
| Brand type | Who it's for | Limits (Twilio) |
|---|---|---|
| Sole Proprietor | No EIN | 1 campaign, 1 number, about 3,000 message segments a day across US carriers |
| Low-Volume Standard | Has an EIN, sends less | Up to 5 campaigns, about 6,000 segments a day across US carriers |
| Standard | Has an EIN, sends more | Up to 5 campaigns, higher limits based on a trust score |
2. Campaign: what you send and how people agree. The use case (for example customer care or account notifications), a description, sample messages, how people opt in, and how they opt out and get help.
3. Numbers: the phone numbers that will send for that campaign.
What it costs
Twilio's published fees, October 2026:
| Fee | Amount | How often |
|---|---|---|
| Brand registration | $4.50 | Once |
| Standard brand vetting | $41.50 | Once (Standard brands) |
| Campaign vetting | $15 | Once per campaign, not refunded if rejected |
| Campaign fee | $1.50 to $10 a month | Monthly, depends on the use case |
| Sole Proprietor campaign fee | $2 a month | Monthly |
| Brand appeal | $11 | Per appeal |
On top of these, carriers charge small fees per message, and your provider charges its own price per text. Check your provider's current price list.
How long it takes
The brand step is often done within days. Campaign review takes longer, and every rejection sends you back to the end of the line. That's why the opt-in description below matters so much.
The rejection that stops most small businesses: error 30909
The first campaign we filed for a client, a body shop, was rejected twice with 30909: the reviewer couldn't verify how customers agree to receive texts. Twilio's explanation of 30909 lists what a reviewer needs:
- The message flow must describe every opt-in method the campaign uses, end to end (40 to 2,048 characters).
- For a website opt-in: the page address, a clear request for permission to send texts, an optional checkbox that is unchecked by default, the message frequency, "message and data rates may apply", and STOP and HELP instructions.
- For paper, verbal or in-store opt-in: a full description plus a public page with evidence, such as screenshots, a photo of the form or the full verbal script.
- A public Privacy Policy and Terms, and the privacy policy must say that mobile numbers are not shared with third parties.
- The brand name and the purpose of the messages in the consent text.
What we learned the hard way: describe only the opt-in paths a reviewer can see. "Customers agree by phone" was refused because there was nothing public to check. The fix is to describe only the checkbox on the website form, with the page address, word for word.
Consent text for a website form
☐ Text me about my request. Smith Plumbing will send texts about my service request and appointments. Message frequency varies. Message and data rates may apply. Reply STOP to opt out, HELP for help. Privacy Policy · Terms
Leave the box unchecked by default, and make sure the form works without it.
A message flow that describes it
Customers opt in on our website at smithplumbing.com/contact. The form has an optional, unchecked checkbox: "Text me about my request. Smith Plumbing will send texts about my service request and appointments. Message frequency varies. Message and data rates may apply. Reply STOP to opt out, HELP for help." with links to our Privacy Policy and Terms. Only customers who tick the box receive texts. Customers can reply STOP at any time.
Sample messages
"Smith Plumbing: Hi Maria, Jake is on his way and should arrive around 10:30. Reply STOP to opt out."
"Smith Plumbing: your estimate for the water heater is ready: [link]. Reply STOP to opt out."
One sentence for your privacy policy
"We do not share mobile phone numbers or text messaging consent with third parties for their marketing purposes."
Checklist before you submit
- Your legal name and EIN match your IRS records exactly.
- Your website is live and shows the same business name.
- Privacy Policy and Terms pages are public on your own domain.
- The opt-in checkbox is on a public page, optional and unchecked.
- The message flow describes that page word for word.
- Sample messages include your business name and opt-out words.
- You describe only opt-in paths a reviewer can see.
After approval: keep it clean
- Send only the kind of messages your campaign describes.
- Say who you are in the first message to each customer.
- Stop right away when someone replies STOP.
- Don't text late at night.
How QuickVOC handles registration and texting
QuickVOC files the registration for you through QuickVOC's Twilio account, from a form inside the CRM (Settings, then Phone numbers, then Text messages):
- it checks your website for a privacy policy and terms and gives you paste-ready text when they're missing,
- it writes the message flow from what you tick, describing only opt-in paths a reviewer can check,
- what you type is stored encrypted, and QuickVOC moves the steps along and emails you as they finish,
- once approved, your team texts customers from the lead and the inbox, two ways and with photos, and the first text to each customer ends with "Reply STOP to opt out",
- STOP, START and HELP replies are handled on their own.
Plans include 500, 1,500 or 3,000 SMS a month. See phone and SMS and pricing.
Sources
Questions
Something else on your mind? Talk to us.
Do I need A2P 10DLC registration to text my customers?
How much does A2P 10DLC registration cost?
How long does registration take?
What is Twilio error 30909?
Can a sole proprietor without an EIN register?
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