Comparison between Starter, Low Volume Standard, and Standard registration for A2P 10DLC

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.

 

As an ISV-type customer, you currently have two options for registering your clients for A2P 10DLC: Low Volume Standard or Standard. When registering each of your clients, you can choose which registration type is appropriate for that client. Many ISV customers will end up with a mix of registration types for their clients.

Starter Brands and Starter Campaigns (use cases) have been deprecated. Please see our Blog Post on the new Registration Requirements for more details. 

Article contents:

Comparison table - Starter vs. Standard A2P 10DLC registration

  Starter registration (RETIRED) Low Volume Standard registration Standard registration
Registration cost Free $4 one-time fee for Brand, monthly Campaign cost varies by use case - see here $44 one-time fee for Brand, monthly Campaign cost varies by use case - see here
Registration information required First/last name of client, contact phone number, email address, Customers with EIN number are NOT ELIGIBLE for Starter Business information, incl. US EIN number or non-US business registration number Business information, incl. US EIN number or non-US business registration number
Number of Twilio phone numbers permitted 1 > 1 > 1
Number of SMS segments and MMS (total) per day Up to 3,000 to US, based on hard limit of 1,000 per day to T-Mobile Up to 6,000 to US, based on a hard limit of 2,000/day to T-Mobile Up to 200,000/day to T-Mobile, based on Trust Score - see here
Message per second (MPS) throughput toward US Up to 10.25 total (0.25 toward AT&T) - see here 3.75 toward major US networks - see here Up to 225 toward major US networks, based on Trust Score - see here

Starter Brand and Campaign - details

Twilio has deprecated 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 ). See below for more details. 

Low Volume Standard Brand and Campaign(s) - details

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. See here for pricing details.

Standard Brand and Campaign(s) - details

A Standard Brand is a "full" registration for any business who needs to send more than 6,000 SMS segments and MMS per day to the United States (or more than 2,000 per day to T-Mobile users).

Under a Standard Brand, you may register one or more use cases (Campaigns). Each Campaign will have separate throughput (MPS) based on the use case and the Brand's Trust Score. In addition, the Brand as a whole will have a certain daily message limit, also based on Trust Score.

Standard Brands entail a one-time Brand registration fee, with recurring Campaign registration fees depending on use case. See here for pricing details.

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