Message throughput (MPS) and Trust Scores for A2P 10DLC in the US

Under the new A2P 10DLC service for sending messages via 10-digit long code numbers in the United States, there are changes to how message sending throughput is allocated. A2P 10DLC message throughput in the US will now be determined based on your Trust Score and your Use Case (“Campaign”) type. This guide gives an overview of these changes, and how throughput is allocated.

T-Mobile will also impose daily message limits toward their subscribers. This is separate from message sending throughput. See T-Mobile daily message limits for long code messaging with A2P 10DLC for details.

Article contents:

Throughput overview

Message sending throughput for SMS is measured in message segments per second (MPS). Each message segment consists of up to 160 GSM-7 encoded characters, so an SMS with more characters and/or different character encoding can be comprised of multiple segments. For full details, see What The Heck Is A Segment (Twilio Blog).

In the past, Twilio’s MPS for US long code numbers was set at a standard 1 MPS per number, shared across all mobile carriers. This rate is changing under the new A2P 10DLC service. Going forward, MPS throughput will be determined based on the sender's Trust Score, and the messaging Campaign type (use case).

What is a Trust Score?

A Trust Score is a score assigned during Brand registration with The Campaign Registry (TCR - the 3rd party that administers the US wireless carriers' new registration system). When an A2P Customer Profile registration for US 10DLC messaging is submitted to Twilio, we send this information to TCR for review. Twilio also submits the Brand for "secondary vetting," which assigns a score from 0 to 100 and gives access to higher default throughput and message limits toward US mobile carriers.

The Brand registration process uses a reputation algorithm to review specific criteria relating to your company, and then assigns a “Trust Score”. In short, the higher your Trust Score, the higher your messaging throughput (MPS).

T-Mobile will also impose daily message limits toward their subscribers. See T-Mobile daily message limits for long code messaging with A2P 10DLC for complete details.

What if I am not satisfied with my Trust Score? Can I appeal?
In many cases, a low Trust Score is the result of data discrepancies in the information you submitted in your A2P registration; for example, a different address than the one associated with your official business registration number (e.g. EIN).

If you receive a low Trust Score, Twilio will do our best to offer guidance on possible causes or resolution for a low score. If this applies to you, please contact 10dlc-onboarding@twilio.com and include the Account SID corresponding to your A2P registration.

How is throughput (MPS) allocated for A2P 10DLC?

A set maximum MPS is granted for each of your registered campaigns (use cases) with Twilio. This MPS is shared across all US/Canada long code numbers allocated to your campaign, and all wireless carriers. Whether you choose to send messages over a single number to a specific carrier, or split up messages over a collection of local numbers to multiple carriers, the same MPS limit applies.

Specific Use Cases (what carriers call “Declared” Campaigns) may receive higher MPS for the same Trust Score than a “Mixed” or Marketing type Use Case.

For a full list of Use Case and Campaign types as defined by carriers, and their respective per-message fees and other considerations, see List of Campaign Types and Use Case Types for A2P 10DLC registration.

Is MMS throughput also affected?

No. As of July 2021, MMS throughput via long code numbers on Twilio remains unchanged, at a total of 25 MMS per second to all US and Canadian networks across your Twilio Account SID.

We expect MMS throughput to also be affected by A2P 10DLC changes in the future, but do not yet have specifics. Twilio is continuing to work with carriers to get full details MMS changes, and will update this article with any changes to MMS throughput when information is available.

Is Toll-Free SMS throughput affected?

No. Toll-Free SMS is not affected by the throughput changes described in this article, nor is it subject to the new campaign registration requirements. A US Toll-Free number has a total of 3 MPS toward all US and Canada carriers by default. You can request higher message throughput for a US Toll-Free number by contacting our Sales team.

Is messaging to Canada affected?

Messaging to Canada from a Messaging Service registered with a US A2P 10DLC use case will be sent at 9 MPS per Canada mobile carrier.

This limit is set to prevent exceeding throughput constraints put in place by Canada carriers.

Is messaging to countries other than the United States affected?

No.

Message throughput during the A2P 10DLC pilot stage

As of October 12, the Trust Score you receive will dictate the throughput of your long code numbers toward AT&T only. The final implementation of message sending throughput for all carriers, as described in the tables below, is still underway.

In the current stage, messages toward Verizon and T-Mobile users continue to be handled as usual, with a sending rate 1 MPS per Twilio +1 phone number. However, once your Campaign is registered, messages sent via that Campaign will get throughput toward AT&T mobile users that is dictated by your Trust Score and the Campaign type (see below).

Twilio is documenting this and other current limitations in a dedicated support article, Current limitations of A2P 10DLC. We continue to update that article as limitations change or are removed.

Declared Use Cases: Message Throughput

A Declared use case means you have chosen one specific non-marketing use case (examples: 2FA, Account Notifications, etc.). For a full list, see List of Campaign Types and Use Cases.

Trust Score Total SMS MPS toward major US networks* AT&T SMS MPS T-Mobile SMS MPS Verizon SMS MPS
75 - 100 225 75 75 75
50 - 74 120 40 40 40
1 - 49 12 4 4 4

*Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be based on the MPS rate as you receive toward each major network, with a maximum of 30 MPS.

Mixed / Marketing Use Cases: Message Throughput

Mixed / Marketing use cases can be registered for customers who want to send messages for multiple use cases from the same set of numbers, or for marketing. Different throughput levels are allocated for Mixed / Marketing use cases than for Declared use cases.

Please note, in addition to the "Mixed / Marketing" use case, there is a separate Campaign use case designated as "Low Volume Mixed" – this option has a lower monthly fee than a standard Campaign, but is fixed at the lowest throughput tier below, regardless of your Trust Score.

Trust Score Total SMS MPS toward major US networks* AT&T SMS MPS T-Mobile SMS MPS Verizon SMS MPS
75 - 100 225 75 75 75
50 - 74 120 40 40 40
1 - 49 12 4 4 4
Low Volume Mixed Campaign (regardless of Trust Score) 3.75 1.25 1.25 1.25

*Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be based on the MPS rate as you receive toward each major network, with a maximum of 10 MPS.

Starter Use Cases: Message Throughput

Starter Campaigns are available exclusively within Starter Brands, which are intended for smaller-volume customers sending fewer than 3000 SMS segments and MMS per day to the US, using up to 5 long code phone numbers.

Currently, Starter Brands and their corresponding Starter Campaigns (use cases) are available for registration of clients of ISV-type customers only. Twilio plans to roll out this Starter functionality to smaller-volume direct Twilio accounts (such as developers and small businesses) in the near future.

Starter Campaigns do not have a Trust Score, and have a fixed throughput. If more throughput is desired, the business should be registered as a Standard Brand.

Total SMS MPS toward major US networks* AT&T SMS MPS T-Mobile SMS MPS Verizon SMS MPS
2.25 0.25 1 1

*Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be 1 MPS.

Special Use Cases

Special use cases are a distinct category that encompass specific campaign types. In some cases, these will require special review by carriers. For details, see Special Use Cases for A2P 10DLC.

Please note that Trust Score will not impact messages per second (MPS) throughput for Special use cases.

Use Case Total SMS MPS toward major US networks* AT&T SMS MPS T-Mobile SMS MPS Verizon SMS MPS
Proxy (formerly Conversational) 3 per number 1 per number 1 per number 1 per number
Charity / 501(c)(3) Nonprofit 120 40 40 40
Social Engagement 3,000 1,000 1,000 1,000
Political 225 75 75 75
Emergency Services 225 75 75 75
Agents, Franchise, local branches 3 per number 1 per number 1 per number 1 per number

*Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be based on the MPS rate as you receive toward each major network, with a maximum of 10 MPS.

 

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