Notice: New Requirements for A2P 10DLC Registrations
Effective immediately, Twilio will deprecate the ability to register new Starter Brands due to updated registration requirements from The Campaign Registry (TCR).
Customers should no longer submit new Starter Brand registrations. The new Low Volume Standard Brand will be available September 28, 2022 and should be used if you have a Tax ID (EIN) and low traffic requirement (less than 6,000 messages per day ). Low Volume Standard Brands can be used for mixed messaging campaigns with multiple use cases, multiple numbers per campaign, higher throughput and lower filtering than current Starter Brands. Low Volume Standard Brand registration will be available for $4 USD. Campaign registration fees that used to be $50/campaign setup will be waived. (Note that Standard Brand and campaign registrations were previously available for $94 USD.) Low Volume Mixed use case campaigns have a monthly fee.
Existing Starter Brands will need to meet the new guidelines by November 3, 2022.
Additionally, Starter Brands aren’t allowed to send political traffic. To send political content, register with Campaign Verify using the Political Use Case, and then register your Standard Brand.
Existing Starter Brands that don’t meet these new guidelines are subject to removal by Twilio after November 3, 2022. For a full overview of the new Starter changes and guidance on Brand registration, please see Twilio’s blog post.
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 capacity is allocated. Message sending throughput (MPS) is changing and will be based on your Trust Score, as described in Message throughput (MPS) and Trust Scores for A2P 10DLC in the US.
In addition, T-Mobile (including Sprint) is imposing daily message limits based on your Trust Score. This sets a total number of outbound SMS segments and MMS messages that your registered A2P Brand can send toward T-Mobile (incl. Sprint) subscribers per day.
- Default daily message limits for T-Mobile (incl. Sprint) under A2P 10DLC
- How will these limits affect me?
- What will happen if I exceed my T-Mobile daily message limit?
- How to increase your daily limit (Secondary Vetting)
- T-Mobile daily message limits based on Secondary Vetting score
- (ISVs only) What happens if I choose to opt-out of Secondary Vetting for my clients' Brands?
Default daily message limits for T-Mobile (incl. Sprint) under A2P 10DLC
You will receive a T-Mobile daily message cap based on your Trust Score (secondary vetting score). This limit is applied at the A2P Brand level, and shared among all Campaign use cases under that Brand.
The limit is applied at the Brand level (per EIN) and is based on the total number of outbound SMS segments and MMS messages sent to T-Mobile (including Sprint and MetroPCS).
The only exception by default is businesses that are in the Russell 3000 Index, who will receive a total limit of 200,000 SMS segments and MMS per day toward T-Mobile by default.
Please note, these limits are applied by T-Mobile at your Brand level, and are shared if you are registered on multiple different messaging platforms or services. For example, if Owl Company is registered with their own Twilio account, and also registered for A2P 10DLC messaging through a 3rd party support software called OwlDesk, then the Brand-level limit for Owl Company will be shared across both registrations and platforms.
How will these limits affect me?
First, please note: As of February 2022, T-Mobile traffic enablement is not instant and automatic when you complete Brand and Campaign registration. This means that once you are invited and complete registration, you will have time to assess your Trust Score and other factors before any message traffic is affected by T-Mobile's daily limits. For details, see What is A2P 10DLC and Current limitations of A2P 10DLC.
What will happen if I exceed my T-Mobile daily message limit?
If you exceed your T-Mobile daily message limit your messages will be undelivered with a 30023 error stating that you have reached your daily message cap for A2P 10DLC on T-Mobile. This daily limit will reset on the next calendar day (Pacific US Time).
What time does the T-Mobile daily limit reset every day?
The daily limit resets every day at midnight, Pacific US Time.
T-Mobile daily message limits based on Trust Score
The limits that T-Mobile will offer based on your Trust Score (after secondary vetting) are shown below. Please note these are applied at the Brand level.
T-Mobile message limit (SMS segments + MMS) outbound
How can I get a limit higher than 200,000 messages per day toward T-Mobile?
T-Mobile only removes the cap of 200,000 SMS segments + MMS per day if a business completes a process called Special Business Review. For more information on Special Business Review and details on how to submit a request, please see T-Mobile Special Business Review for A2P 10DLC.
What happens if I choose to opt-out of Secondary Vetting for my clients' Brands?
You have the option to selectively opt-out of Secondary Vetting for your clients' Brand registrations. However, be aware that any Brand that does not receive Secondary Vetting will be subject to the following restrictions.
Restrictions for Brands registered without Secondary Vetting (ISV clients only)
|Brand is a Russell 3000 index company?||T-Mobile daily message limit (SMS segments + MMS)|
T-Mobile daily message limit for Starter Brands
Note: Effective immediately, Starter Brands have been retired. Please our blog post on the recent A2P registration requirement changes for more details.
T-Mobile imposes a limit of 1,000 SMS segments and MMS per day to T-Mobile from a Starter Brand.
Twilio's advice that the threshold for Starter Brand is 3,000 SMS segments and MMS per day is based on the assumption that T-Mobile will be roughly one-third of your US message recipients.
For more details on Starter eligibility please see our Comparison between Starter, Low Volume Standard, and Standard registration for A2P 10DLC.