What Is A2P 10DLC and Why Does It Matter?
Why US carriers require A2P 10DLC registration to send business texts.
If you plan to send text messages through Noddle in the United States, A2P 10DLC registration is not optional — it is required by US carriers. This article explains what it is, why it exists, and what happens if you skip it.
What Is A2P 10DLC?
A2P stands for Application-to-Person — meaning messages sent from a business platform (like Noddle) to individual customers, as opposed to person-to-person (P2P) texting.
10DLC stands for 10-Digit Long Code — the standard 10-digit local phone numbers used for business SMS (as opposed to short codes like 12345).
US carriers (AT&T, Verizon, T-Mobile, etc.) require all businesses sending A2P messages through 10DLC numbers to register their brand and their messaging use case. This is an industry-wide requirement — it applies regardless of which platform you use.
Why Does It Exist?
A2P registration was introduced to combat spam, fraud, and unwanted messages. By verifying who is sending messages and what they're sending, carriers can hold businesses accountable and protect consumers.
What Happens If You Don't Register?
- Your messages will be filtered or blocked by carriers
- Contacts may never receive your texts — no error, no notification, just silence
- Your phone number may be flagged or suspended
- There is no workaround — registration is mandatory for business SMS in the US
The Two Registration Steps
A2P registration happens in two stages:
- Brand Registration — verifying your business identity (who you are)
- Campaign Registration — describing what you're texting about (what you're sending)
Both must be approved before you can send messages on the A2P route.
Registration Types
Standard Brand (with EIN): For businesses registered with the IRS with an Employer Identification Number. Higher trust scores, higher daily message limits, and more use-case flexibility.
Sole Proprietor (no EIN): For individuals without a business EIN. Uses phone-based identity verification (OTP). Lower daily limits apply, but still fully functional for most small business needs.
Fees
A2P registration involves several fees, all passed through at cost with no Noddle markup:
| Fee | Amount |
|---|---|
| Brand registration (one-time) | ~$4.20 |
| Campaign verification (one-time) | ~$15.75 |
| Monthly campaign fee (ongoing) | $1.50–$12/month depending on use case |
The $15.75 campaign vetting fee is non-refundable if your campaign is rejected, so getting your submission right the first time matters.
Toll-Free Numbers: An Alternative
If you prefer not to go through the Brand/Campaign registration process, Toll-Free numbers (800, 888, etc.) are an alternative. They have their own verification process but don't require Brand and Campaign registration. Toll-free works well for lower-volume messaging and customer service use cases.