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The Campaign Registry explained

Alia Paavola
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Table of contents:

If your business uses SMS to communicate with customers, you should learn about The Campaign Registry. This article describes everything you need to know about The Campaign Registry, from what it is to why you must register.

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<h2 id="What">What is The Campaign Registry?</h2>

The Campaign Registry, or TCR for short, is a centralized place for registering 10-digit long code phone numbers for application-to-person messaging. The registry keeps tabs on what brands have a 10DLC as well as their texting use case. The registry aims to make business texting more secure and trustworthy.

Mobile network operators, called MNOs, created The Campaign Registry. Popular MNOs include AT&T, T-Mobile, and Verizon. 

<h2 id="Terms">TCR terminology to know</h2>

Here are the most common terms used when discussing TCR:

MNO — Mobile network operators like Verizon, AT&T, and T-Mobile.

CSP — Campaign service provider, such as Textline.

A2P SMS Application-to-person SMS is any text sent from a software platform to a person. If you use Textline, you’re texting A2P.

10DLC10-digit long code, a 10-digit phone number approved for A2P business texting.

DCA — Direct connect aggregator, which helps deliver texts from a software provider to different mobile carriers.

Brand — This is who will be texting. Typically, this is your business or company name.

Campaign — This is what you will be texting. The campaign includes your texting use case, message content, and example messages. 

Opt-in — This is how you collect consent from your contacts to text them. SMS opt-ins are required by law.

<h2 id="Required">Is a TCR registration required?</h2>

Yes, mobile carriers require TCR registration to combat spam texting. It is mandatory for all businesses using A2P 10DLC. You must register if you’re using Textline or another SMS provider to send text messages.

MNOs use the registry to verify the legitimacy of your business and messaging use case. Registration is required regardless of your text messaging use case. Without registration, your messages won’t get delivered to your contacts. 

Penalties for not registering

There are negative consequences for not registering with The Campaign Registry.

  • Your messages will be filtered, blocked, and not delivered to your contacts.
  • You could get banned by the carriers for texting or calling with that unregistered number.
  • Carriers can fine brands up to $10 per message sent by an unregistered 10DLC.
  • Other unregistered phone number fees are levied by CSPs, who also must do their part in curbing fraudulent messaging.

<h2 id="Perks">Perks of registering with TCR</h2>

Not only is TCR registration required, but it’s also good for your business. Here are the top benefits:

Better message deliverability

Mobile carriers have message filters to block questionable or fraudulent messages. Registering allows you to pre-verify your business and message content, significantly increasing the likelihood that your messages get delivered to contacts.

Higher throughput rate

Registered 10DLCs gain higher messaging throughput. This means you can send more messages per second. The exact rate varies depending on your brand and use case. However, this increased throughput benefits companies wanting to send mass text messages.

Increased security and trust

Registering increases trust and security around business texting. It helps legitimize your company and its text messaging use case. It also ensures companies have an opt-in procedure, a key component of SMS compliance

<h2 id="How">How to register your 10DLC with TCR</h2>

You need to provide certain information about your brand and campaign to register. Let’s look at the details you need to have handy when you register with TCR. 

Brand information

This is where you share information about your business and company. You will need to provide:

  • Legal company name
  • Doing business as (DBA) or brand name
  • Country of registration
  • Type of entity (publicly traded, private, nonprofit, government)
  • Tax ID number/EIN
  • Company address
  • Business website
  • Stock symbol (if publicly-traded company)
  • Stock exchange 
  • Vertical/industry
  • Company size
  • Support e-mail
  • Support phone number

This information helps the registry ensure you’re a real business and not abusing the throughput of 10DLC by sending fraudulent messages. 

Campaign information

This is where you share information about what you’ll be texting contacts about. You’ll need to provide:

  • Texting use case. Your overarching reason for texting. Examples include customer care, marketing, delivery notifications, and two-factor authentication.
  • Message content attributes. Carriers want to know if you plan to use certain messaging attributes, such as SMS links, age-gated content, or embedded phone numbers.  
  • Example messages. You must provide message examples or templates to prove your use case is valid and accurate. You just need to give TCR a sample of the language you will use.
  • Opt-in information. This is how you’re collecting consent to text your contacts. You are required to obtain consent before texting any contact. Get SMS opt-in examples by use case here.

Example messages

We often get questions from Textline users about what their example messages should contain. This section shares some examples. You don’t need to include text message screenshots. You only need a sample of your messaging phrasing.

Pro tip: Submit a handful of your most common expected conversation scenarios.

1. Share price quotes

Pricing quote message example for TCR registration.

2. Appointment confirmations

Appointment confirmation message example for TCR registration.

3. Marketing text message

A marketing text message example for TCR registration.

4. Sales follow up

A sales follow up text example for TCR registration.

5. Customer support text

A customer support text example for TCR registration.

6. Fill an open appointment

Appointment rescheduling message example for TCR.

7. SMS surveys

A text survey example message for TCR registration.

8. Communicate with field workers

A team coordination text message example for TCR.

9. Payment reminders

A payment reminder message for TCR.

10. Delivery notifications

A delivery notification example message for TCR

<h2 id="FAQs">The Campaign Registry FAQs</h2>

Here are some frequently asked questions about The Campaign Registry.

How much does it cost?

Some fees are associated with The Campaign Registry, including a brand registration fee, monthly campaign fee, and unregistered campaign fee.

  • Brand registration. Textline covers the cost of brand registration for all accounts with fewer than 50 phone numbers. Customers with 50+ phone numbers may be subject to an additional brand registration fee, but we will advocate waiving this fee on your behalf.
  • Monthly campaign fee. The monthly campaign fee to stay on TCR is $15. Every phone number must be associated with a registered campaign.
  • Unregistered campaign fee. There is a $25 unregistered phone number fee. Textline gives paying customers 14 days to submit registration for new phone numbers. If you don’t submit registration, you face this fee. We levy this fee to encourage Textline users to complete registration forms and protect customers from spam.

Do I have to register?

Yes. Mobile carriers require all brands wanting to use A2P 10DLCs to register with The Campaign Registry. Textline also requires its customers to register before they can send their first text message to customers.

Is there a deadline to register?

Yes. Textline gives paying customers 14 days to submit TCR registration for their phone numbers. If you don’t submit this information within 14 days, you will face a $25 unregistered number fee.

How long does it take to register?

TCR says standard use case campaigns are approved shortly after submission, but other special use cases may take longer. After submission, your campaign enters a review status. The Campaign Registry informs Textline when your 10DLC is ready to use.

What happens if my campaign is not approved?

If your campaign gets rejected, Textline will work with you to re-register it. We help organizations understand why a campaign was rejected and provide guidance to get it approved.

<h2 id="Role">What’s Textline’s role?</h2>

As a Campaign Service Provider, Textline submits 10DLC campaigns for approval on behalf of our customers. Textline users must only input their brand and campaign information within our app. We work with our customers to get 10DLC registration right.

The telecom industry is highly regulated and often tricky to navigate. It’s our job to help your business understand the rules and changes so you stay SMS compliant. Overall, you can view Textline as your partner. We want to help our customers register properly and understand the requirements of The Campaign Registry. 

Can I use Textline if I am not registered?

Companies must register 10DLC numbers with The Campaign Registry to use Textline. This registration is an industry-wide requirement for all A2P 10DLCs. You won’t find a compliant SMS provider that allows you to use their platform without registering.

Partner with Textline for TCR registration

Mobile carriers require companies to register with The Campaign Registry. Make registration easier on your business by partnering with Textline. We help brands to get their 10DLC campaigns adequately set up in the app.

Schedule a demo today and see how easy it is to register with Textline.

Disclaimer: The information in this article is the opinion of the Textline editorial team and is not intended as legal advice.

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