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10DLC

US carriers no longer support using application-to-person (A2P) SMS messaging over local, unregistered long codes. For high-volume A2P SMS messaging, US carriers instead offer a new type of long code called 10-digit long codes (10DLC).

What is 10DLC?

10DLC is a type of long code that is registered with carriers to support high volume A2P SMS messaging using the 10-digit phone number format. Amazon SNS no longer offers local long codes as an SMS product and instead offers 10DLC. 10DLC doesn't impact you if you use only short codes and toll-free numbers.

10DLC is a 10-digit phone number used only in the United States. Messages sent from a 10DLC to recipients show a 10-digit number as the sender. Unlike toll-free numbers, 10DLC supports both transactional and promotional messaging, and can include any US area code.

If you have existing local long codes, you can request that their local long codes be enabled for 10DLC. To do so, complete the 10DLC registration process and then submit a support ticket. In the event that there's a problem with enabling your long code for 10DLC, you're notified and instructed to request a new 10DLC through the Amazon Pinpoint (not the Amazon SNS) console. For information about how to file a support ticket to convert a long code, see Associating a long code with a 10DLC campaign.

In order to use a 10DLC number, first register your company and create a 10DLC campaign using the Amazon Pinpoint (not the Amazon SNS) console. Amazon shares this information with The Campaign Registry, a third party that approves or rejects your registration based on the information. In some cases, registration occurs immediately. For example, if you've previously registered with The Campaign Registry, they might already have your information. However, some campaigns might take one week or longer for approval. After your company and 10DLC campaign are approved, you can purchase a 10DLC number and associate it with your campaign. Requesting a 10DLC might also take up to a week for approval. Although you can associate multiple 10DLCs with a single campaign, you can't use the same 10DLC across multiple campaigns. For each campaign you create, you need to have a unique 10DLC.

10DLC capabilities

The capabilities of 10DLC phone numbers depend on which mobile carriers your recipients use. AT&T provides a limit on the number of message parts that can be sent each minute for each campaign. T-Mobile provides a daily limit of messages that can be sent for each company, with no limit on the number of message parts that can be sent per minute. Verizon hasn't published throughput limits, but uses a filtering system for 10DLC that is designed to remove spam, unsolicited messages, and abusive content, with less emphasis on the actual message throughput.

New 10DLC campaigns that are associated with unvetted companies can send 75 message parts per minute to recipients who use AT&T, and 2,000 messages per day to recipients who use T-Mobile. The company limit is shared across all of your 10DLC campaigns. For example, if you have registered one company and two campaigns, the daily allotment of 2,000 messages to T-Mobile customers is shared across those campaigns. Similarly, if you register the same company in more than one Amazon account, the daily allotment is shared across those accounts.

If your throughput needs exceed these limits, you can request that your company registration be vetted. When you vet your company registration, a third-party verification provider analyzes your company details. The verification provider then provides a vetting score, which determines the capabilities of your 10DLC campaigns. There is a one-time charge for the vetting service. For more information, see Vetting your Amazon SNS 10DLC registration.

Your actual throughput rate will vary depending on various factors, such as whether or not your company has been vetted, your campaign types, and your vetting score. The following flowchart shows the throughput rates for various situations.

Throughput rates for 10DLC are determined by the US mobile carriers in cooperation with the Campaign Registry. Neither Amazon SNS nor any other SMS sending service can increase 10DLC throughput beyond these rates. If you need high throughput rates and high deliverability rates across all US carriers, we recommend that you use a short code. For more information about obtaining a short code, see Requesting dedicated short codes for SMS messaging with Amazon SNS.

Getting started with 10DLC

Use the Amazon Pinpoint console (not the Amazon SNS) to request your 10DLC. Follow these steps to set up 10DLC for use with your 10DLC campaigns.

10DLC registration and monthly fees

There are registration and monthly fees associated with using 10DLC, such as registering your company and 10DLC campaign. These are separate from any other monthly fees charged by Amazon. For more information, see the Amazon SNS Worldwide SMS Pricing page.