List of Campaign Types and Use Case Types for A2P 10DLC registration

The tables below show Campaign Types that will be available for registration when A2P 10DLC registration launches for AT&T in the US (launch date TBA).

For extensive details about A2P 10DLC, deadlines, registration requirements, and more, see What is A2P 10DLC?

Twilio is covering all AT&T and T-Mobile per-message carrier fees on long code messages through the month of April.

While T-Mobile also requires a $50 one-time campaign activation fee, this fee is waived until further notice.

Please note: several "Special" Campaign types have been announced by AT&T, but support by other participating carriers has not yet been confirmed. These Special Use Cases are now listed at the bottom of this article, due to the fact that they are not yet confirmed to be supported by all carriers.

Starting May 1, 2021, the fees in the table below will apply. For T-Mobile, traffic will be migrated to the new A2P 10DLC routes in phases. Once migrated, the traffic will incur the carrier fees below.

Table 1: Campaign Types and associated fees

Campaign Type

AT&T long code SMS carrier fee (per segment)

AT&T long code MMS carrier fee
T-Mobile long code SMS carrier fee (per segment)* T-Mobile long code MMS carrier fee*

Use cases within campaign type

Declared Use Case

$0.002

$0.0035

$0.003

$0.001

Single use case covering 2FA, authentication, customer care, group messaging, notifications, operations, and anything else indicated "Declared" in Table 2 below.

Mixed / Marketing Use Case

$0.003

$0.0035

$0.003

$0.001

Marketing use case or combination of use cases under one campaign.

Basic / Unregistered

$0.004

$0.005

$0.003

$0.001

High risk provider or unregistered traffic

*T-Mobile carrier fees apply to both outbound and inbound traffic

 

The following table contains the full list of Use Cases that will be available within Campaign registration when A2P 10DLC registration launches. For details see What is A2P 10DLC?

Table 2: List of Use Cases

Use Case

Campaign Type

Description

2FA

Declared

Any authentication or account verification such as OTP 

Account Notifications

Declared

Notifications about the status of an account or related to being a part of an account

Customer Care

Declared

Support, account management, and other avenues of customer interaction

Delivery Notifications

Declared

Information about the status of a delivery

Fraud Alert Messaging

Declared

Messaging about potential fraudulent activity such as spending alerts

Higher Education

Declared

Message campaigns from colleges, universities, and other education institutions

Low Volume Mixed

Mixed/Marketing

A campaign that covers multiple use cases such as marketing promotions and delivery notifications. Primarily for small businesses. Note - mixed campaigns are likely to have lower throughput and a higher cost per message.

Marketing

Mixed/Marketing

Promotional content such as sales and limited time offers

Mixed

Mixed/Marketing

A campaign that covers multiple use cases such as Customer Care and Delivery Notifications.  Note - mixed campaigns are likely to have lower throughput and a higher cost per message.

Polling and voting

Declared

For conducting polling and voting, such as customer surveys. Not for political use.

Public Service Announcement

Declared

PSAs to raise audience awareness about a given topic

Security Alert

Declared

Notification of a compromised system (software or hardware related) 

 

"Special" use cases - proposed by AT&T, further carrier support TBD

The following "Special" Campaign types have been put forth by AT&T, but has not been confirmed by other carriers. We are listing these here for completeness, but additional carrier support will be necessary in order to offer these to our customers for messaging to all participating A2P 10DLC mobile networks.

Further information will be forthcoming as soon as we have it.

Table 3: List of "Special" Use Cases Proposed by AT&T

Use Case (AT&T proposed)

Campaign Type

AT&T long code carrier fee (SMS/MMS)

Description

Agents, franchises, local branches

Special

$0.002/$0.0035

Allows the use of 1 number per agent or franchise location, e.g. real estate agents. No marketing allowed if registered under this category.

Charity

Special

$0.000/$0.000

Messages from a registered charity such as 501c3 charities. Note - religious organizations are not included

Conversational Messaging

Special

$0.002/$0.0035

In-app peer-to-peer (P2P) conversations using proxied or pooled numbers or personalized services for enterprise or A2P communications to protect privacy of personal numbers

Emergency services

Special

$0.000/$0.000

Notifications about/supporting public safety during emergency situations 

Sweepstakes

Special

$0.002/$0.0035

Sweepstakes related communications

Political

Special

$0.002/$0.0035

Messages from a verified campaign to influence decision making. Federal campaigns only; FEC ID required for carrier verification.

Social

Special

$0.002/$0.0035

Non-commercial communication within or between closed communities

What about state and local political messaging?

The Special use case for Political messaging has been designated for federal campaigns only, and requires an FEC ID. Twilio is awaiting further clarity from carriers on state and local political messaging under the new A2P 10DLC system.

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