10DLC

10-Digit Long Code — the US carrier framework that allows legitimate business SMS from a normal 10-digit phone number, after the sender registers their brand and use case. Unregistered business SMS is heavily filtered as spam.

Definition

10DLC is the US-specific compliance framework that lets businesses send commercial SMS from regular-looking 10-digit phone numbers without being filtered as spam. Before 10DLC, businesses sent from short codes (5–6 digits) or unregistered long codes; carriers cracked down hard on the unregistered ones starting in 2020–2021. Registration happens through The Campaign Registry (TCR) and involves submitting your brand identity, your messaging use case (e.g., 'customer review requests'), and your sample message templates. Approved registrations get higher carrier throughput, far better deliverability, and a stable sender ID. Sending business SMS without registering pre-2026 carrier policy is technically possible but yields silent message drops at rates that destroy any review-request program.

Example

A salon sets up SMS review requests using a Telnyx or Twilio account. Before sending the first message, they complete 10DLC registration (a few business days, modest one-time fee plus monthly per-campaign cost). Without it, roughly half their messages would never reach customers — and the customers never know, because there's no bounceback.

Related terms

  • TCPA Compliance →Operating within the Telephone Consumer Protection Act — the US federal law that governs commercial calls and SMS. Violations carry statutory damages of $500 per message, treble to $1,500 for willful violations. Plaintiffs' lawyers routinely file class actions.
  • Review Request →A message sent to a customer (usually via SMS or email) asking them to leave a review of their recent experience. The message typically links to a review funnel or directly to the business's Google review page.

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