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.

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 by The Campaign Registry (TCR - the 3rd party that administers the wireless carrier's 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. This is a mandatory step on all A2P 10DLC registrations industry-wide. 

TCR uses a reputation algorithm to review specific criteria relating to your company, and then assigns a “Trust Score”. The carriers use this score to represents how “trusted” your business is, and determine your messaging throughput. In short, the higher your Trust Score, the higher your messaging throughput (MPS). T-Mobile will also impose daily message limits toward their subscribers based on your Trust Score.  If you currently send greater than 200,000 daily messages to T-Mobile handsets, you can submit a Special Business Review form to remove this limit. While it’s typically a one-time $5,000 fee, this cost has been waived until further notice.

See the tables below for details of the fixed MPS tiers and T-Mobile message caps.

What if I am not satisfied with my Trust Score? Can I appeal?
TCR has provided a system to appeal your Trust Score for additional review. These appeals can be submitted through Twilio, who will handle them on your behalf.

This appeal entails a one-time fee of $40, which Twilio will pass through to you at no additional cost. There is no guarantee that your Trust Score will increase as a result of this additional review. We will update this article with information about how to submit such a request for review as soon as the registration date is set. You can find the latest details on registration, fees, and frequently asked questions provided in What is A2P 10DLC?

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 March 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.

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 T-Mobile message limit (SMS segments + MMS)
76 - 100 180 60 60 60 200,000/day
51 - 75 30 10 10 10 40,000/day
16 - 50 3 1 1 1 10,000/day

*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.

Trust Score Total SMS MPS toward major US networks* AT&T SMS MPS T-Mobile SMS MPS Verizon SMS MPS T-Mobile message limit (SMS segments + MMS)
86 - 100 180 60 60 60 200,000/day
66 - 85 30 10 10 10 40,000/day
26 - 65 3 1 1 1 10,000/day
15 - 25 2.2** 0.2 (12 segments per minute)** 1 1 2,000/day

*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.

** AT&T has imposed a limit of 0.2 MPS toward their network for businesses with a low Trust Score on a "Mixed / Marketing" use case. Twilio has chosen to increase this to 1 MPS for messages to each of the other major mobile carriers, for a total of 2.2 MPS to all major US mobile carriers.

Special Use Cases

Special use cases are a distinct category that encompass specific campaign types. These will require special review by carriers after submission. Details are forthcoming on what this review will entail.

Use Case Total SMS MPS toward major US networks* AT&T SMS MPS T-Mobile SMS MPS Verizon SMS MPS T-Mobile
Conversational 180 60 60 60 Varies by Trust Score (see above)
Charity 3 1 1 1 Varies by Trust Score (see above)
Social Engagement 3,000 1,000 1,000 1,000 Varies by Trust Score (see above)
Political 150 50 50 50 Varies by Trust Score (see above)
Emergency Services 150 50 50 50 Varies by Trust Score (see above)
Agents, Franchise, local branches 180 60 60 60 Varies by Trust Score (see above)

*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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