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Texting 101

The Campaign Registry explained

Nina Godlewski
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If your business uses SMS to connect with customers (which it should), you’ve probably heard about The Campaign Registry. While it might seem daunting, it’s not something to put off learning.

We will help you learn everything you need to know about The Campaign Registry. From what it is and why you need to register. Plus, learn how it can prevent potential fines or undelivered messages.

What is The Campaign Registry?

The Campaign Registry is an entity created by mobile network operators called MNOs. These MNOs include carriers like AT&T, T-Mobile, and Verizon. 

The MNOs made the Campaign Registry to manage 10-digit long code phone numbers, also called 10DLC, for application-to-person messages. The registry aims to make business SMS messaging more secure and trustworthy. 

This registry tracks what entities use 10DLC phone numbers and the use case for each one. The carriers want to consolidate this information into a singular registry to help ensure compliance with SMS laws and the new tighter rules enacted in 2019 and 2020

Congress and the FCC passed tighter regulations to protect customers from robocalls and spam texts. Plus, it made opt-outs for messaging an industry standard. 

What is Textline’s role?

Our role is to be your partner. We want to help you understand the requirements of The Campaign Registry.

The telecom industry is highly regulated and often tricky to navigate. It’s our job to help your business understand the rules so your texting stays compliant and up and running.

We will keep you updated on changes as The Campaign Registry evolves and carriers continue to implement new rules. Plus, we work with members of The Campaign Registry to ensure we constantly relay the correct information to our customers. 

Why you need to register

There are several reasons you should register:

  • It’s required
  • Penalties and fines for unregistered 10DLCs 
  • It’s good for your business

Read on for a more in-depth explanation of the reasons.

Penalties for not registering

There are some penalties for not registering with The Campaign Registry.

  • You could get banned by the carriers for texting or calling with an unregistered number.
  • Your messages could be flagged by the carriers and not delivered.
  • Carriers can fine you up to $10 per message. If you’re sending messages in bulk, those fines will add up quickly.
  • You’ll need to pay a monthly $25 unregistered phone number fee

Increase trust and security

Registering will increase the trust and security around your messaging. It helps legitimize your business, its text messaging use case, and how it’s complying with the laws. This will increase customer trust.

Plus, the more companies that register, the higher chances are that the industry will be full of good actors texting for legitimate reasons. This can help create a greater sense of trust and security throughout the industry. Not to mention, cutting down on spam overall can help make a greater sense of trust for customers receiving messages.

Improve message deliverability

Registering will improve the deliverability of your messages. That’s because registered phone numbers are less likely to be flagged or blocked by the carriers. Since the legislation to regulate mobile communication was passed, the carriers have increased their filtering of potential violations like spam or fraud. You can think of registering with The Campaign Registry as a pre-screening or pre-verification of your business. In other words, it's similar to TSA PreCheck at the airport but for text messaging. 

Send more messages per second

You’ll also be able to send more messages per second once you’ve registered. This is called your throughput rate, and single-use campaigns will have higher throughputs than mixed-use campaigns when registered with The Campaign Registry. 

This increase in throughput rate allows companies to send mass messages without using a shortcode which can save a significant amount of money. Shortcodes can cost thousands per month.

What information and forms are needed to register?

There are a few forms and information you need to register. This information helps verify your business, how it uses texting, how it’s getting opt-ins, and more. 

Business or brand information

In this part of the registration process, you’ll tell the registry more about your brand, meaning your business or company. This includes sharing the type of business you have and who is sending the messages.

You’ll want to share:

  • Legal company name
  • Doing Business As (DBA) or brand name (if different from legal name)
  • Country of registration
  • Type of entity (publicly traded, private, nonprofit, government)
  • Tax Number/ID/EIN
  • Full address
  • Website
  • Stock Symbol (required if a publicly-traded company)
  • Stock Exchange
  • Vertical/industry
  • Company Size
  • Support E-mail
  • Support Phone Number

This information helps the registry ensure you’re an actual business texting people for a real reason and not abusing a 10DLC by sending fraudulent messages or messages that fall into prohibited categories. By giving all of this information when registering, you’re verifying the legitimacy of your business.

Campaign use case information

The second part of the registration discloses how you’ll use your 10DLC. This use case section verifies the content of the messages you’re sending.

The Campaign Registry refers to this section as the “campaign.” In Textline specifically, this is information related to your Departments. this information pertains to your Departments in the Textline platform. You’ll need information about:

  • Use case
  • Vertical/industry
  • Message content and attributes
  • Example messages
  • Opt-in information (proof of verification)

View examples of specific use cases, opt-in information, and more here.

Example messages

One very important aspect of registering is the example messages and opt-in information. That’s because the registry uses this to determine if your messages are legitimate or spam. Below we’ll share some example text messages. 

Offering pricing quotes for home services:

Text message example of a lead reaching out after seeing an ad
Example of providing a quote via SMS

Appointment confirmations or rescheduling:

Using HIPAA-compliant texting to try and fill any appointments that opened up
Example of appointment rescheduling via SMS.

Survey customers via SMS:

Text message example of using CSAT following an on-boarding
A text survey example message.

Communicate with field workers:

Example of sending out a last-minute text to fill a shift
Coordinating with staff text example

Billing reminders:

Texting a customer a reminder that their bill is due
A bill payment reminder message example.

The Campaign Registry FAQs

Here are some frequently asked questions about The Campaign Registry.

How much does it cost?

The cost for registering may differ depending on your SMS solution provider. For Textline specifically, we cover the cost of registering your brand with the registry for accounts with fewer than 50 phone numbers. 

To stay registered and active, accounts must pay a $15 monthly fee per campaign. 

You’ll need to pay a $25 monthly unregistered phone number fee if you don’t register.

View more information about Campaign Registry Pricing.

Will I be able to use Textline if I don’t register?

Textline will not stop you from using our service. But, we highly suggest registering. Companies will be subject to carrier penalties and fines. Textline customers who choose not to register with The Campaign Registry will be charged a $25 monthly service fee per unregistered phone number.

If carriers change their requirements, we reserve the right to no longer allow unregistered companies on Textline.

Do I have to register?

If you send SMS or MMS messages to customers or individuals, you must register with The Campaign Registry. Registering is a way to show The Campaign Registry that you’re a legitimate business sending messages and not SPAM. 

Is there a deadline to register?

The Campaign Registry began allowing registration in August 2020, and businesses should register as soon as possible to avoid fees and other penalties outlined above. For Textline specifically, we allow 14 days for a company to register before issuing the monthly $25 unregistered payment. 

How long will it take to register?

TCR says that standard use case campaigns can be approved shortly after submission, but other special use cases may take longer. Campaigns will enter a review status upon completion, and the carriers will inform Textline when your phone number is ready to go. 

Why aren't other texting platforms encouraging customers to register?

Other texting platforms might not be aware of The Campaign Registry and the regulations in place. Or they just might leave it up to their customers to figure out instead of taking the role of advocate. This means these platforms can’t help you ensure that carriers don’t block your messages, block your phone number, or fine you. 

Please note. When you change SMS platforms, you will need to re-register your phone numbers

The Campaign Registry terms to know

Here are common terms about the TCR:

MNO - Mobile network operators, like AT&T or T-Mobile

CSP - Campaign service provider, like Textline

A2P - Application to person, if you’re texting from a CSP you’re texting A2P

10DLC - 10-digit long code, which is a 10-digit phone number

DCA - Direct connect aggregator

Brand - This is who is sending a message. On Textline, this is called the “Organization” and is usually your business or company name

Campaign -  This gives a better idea of how your brand uses texting and what messages it’s sending. It could be your “Department” in 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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