The Campaign Registry: What It Is and Why It Matters

Businesses are returning to text messages to connect with customers. These messages are fast and direct, and people actually read them. But there’s a catch: Sending business text messages, which is referred to as “Application-to-Person (A2P) messaging,” means playing by a specific set of rules within the broader messaging ecosystem.

Nobody wants to get a flood of spam texts or to be scammed by a fake message. That’s where messaging rules come in. They’re designed to protect customers from unwanted messages and shady businesses.

One of the most important gatekeepers in this system is The Campaign Registry (TCR). It’s crucial for keeping business texts legitimate in coordination with mobile carriers. Let’s dive in and see why TCR matters to both businesses and the people receiving their messages.

What Is 10DLC, and Why Does It Matter?

Before you dive into TCR, it’s important to understand 10-digit long code (10DLC). It’s a way for businesses to send A2P text messages using a standard, local 10-digit phone number. 10DLC is a practical alternative to traditional short codes or toll-free numbers, which can be more expensive and involve a longer setup process.

10DLC is gaining popularity for several key reasons:

• Cost-effectiveness: 10DLC is more affordable than short codes. US wireless carriers charge a small fraction of a penny per message for 10DLC, with pricing varying based on message volume (low-volume campaigns can be particularly cost-effective).
• Faster setup: 10DLC can be set up more quickly than a short code. The process of acquiring and configuring a short code is often lengthy.
• Local presence: A 10-digit number looks like a regular phone number. Using 10DLC builds trust with customers.

Key features of 10DLC

Here are three of 10DLC’s important features:

• Standard, recognizable number: The 10-digit format is familiar to customers as a local phone number.
• A2P-friendly design: 10DLC is specifically intended for use by businesses that send automated messages (such as notifications, alerts, reminders, marketing messages, and authentication codes) directly from their software platforms to customers’ mobile phones.
• Mandatory TCR registration: Businesses that want to use 10DLC for A2P messaging must register their campaigns with TCR, which verifies the senders’ legitimacy, helps prevent spam, and improves message deliverability rates.

10DLC vs. short codes

While short codes (five- or six-digit numbers) can handle extremely high message volumes, 10DLC offers a balance of cost, speed, and reliability. It’s a practical choice for many businesses that need a local presence and don’t require short codes’ massive throughput. 10DLC is best suited for conversational messaging and lower-volume promotional content.

What Is The Campaign Registry (TCR)?

Now that you understand 10DLC, let’s talk about TCR.

The Campaign Registry is a central hub for managing and vetting commercial text messaging campaigns in the United States. It works closely with mobile network operators (MNOs) to ensure message integrity.

Specifically, TCR focuses on A2P messaging using 10DLC. TCR’s primary role is to ensure that businesses sending A2P messages to US numbers via 10DLC are legitimate and comply with industry regulations. This minimizes spam, prevents fraud, and maintains a positive experience for text message recipients.

Why Was TCR Created?

The rise in popularity of SMS for business-to-consumer communication led to a corresponding increase in unwanted spam and fraudulent messages. These issues threatened to undermine the effectiveness and trustworthiness of business text messaging as a communication channel.

With guidance from Congress and the Federal Communications Commission, some of America’s largest MNOs, including AT&T, Verizon, and T-Mobile, responded by establishing a framework for monitoring commercial messaging. TCR was formed as a key part of this framework and became the standard for 10DLC A2P message compliance.

How Does The Campaign Registry Work?

TCR registration is a pretty straightforward process that involves the following steps:

1. You register your business and campaign details: Businesses submit detailed information about their messaging campaigns to TCR, including the company’s name, tax ID number, entity type (including sole proprietor status if applicable), business type, use cases, message templates, and opt-in information. This verifies the campaign’s legitimacy.
2. TCR verifies your information: The process ensures that only authorized entities are sending commercial messages. A direct connect aggregator will play a role in the verification process for certain types of campaigns.
3. Your campaign is added to a central database: Each campaign’s details are entered into a central repository, which MNOs can access. This registered campaign status is crucial for proper message delivery.
4. You send messages, and carriers check the database for compliance: Carriers can verify the campaign’s legitimacy before routing messages, reducing the chance of fraud. This creates a means of auditing and reporting — detailed campaign records enable TCR to conduct audits when regulatory issues or disputes arise.

The Benefits of TCR Registration

Registering with The Campaign Registry creates a more reliable and effective text messaging environment for your SMS campaigns. Here’s a breakdown of the key benefits:

Improved deliverability

Registered messages are prioritized by mobile carriers and communication providers. This means your messages are more likely to be delivered quickly and reliably, avoiding filters and delays — which is crucial for time-sensitive communications like sending authentication codes and maximizing open rates. Registered and verified SMS campaigns are far less likely to be blocked or filtered by mobile carriers.

Increased customer trust

Knowing that messages come from verified sources builds customers’ confidence and encourages interaction. Consumers are more likely to engage with links and offers from trusted senders. Trust translates directly into a stronger brand reputation and increased customer engagement. Registration also reduces the amount of unwanted spam and phishing messages consumers receive.

Guaranteed compliance

TCR registration helps businesses comply with A2P messaging regulations like the Telephone Consumer Protection Act and guidelines from CTIA – The Wireless Association. TCR protects your business from legal issues and helps you stay compliant as regulations evolve within the messaging ecosystem.

More effective SMS

TCR registration reduces spam and increases consumer trust, helping maintain SMS as a powerful and effective channel for marketing, customer service, and important alerts. Registered messages are less likely to be ignored or end up in spam folders, leading to higher engagement and better campaign performance.

How to Register for 10DLC and TCR With Nextiva

As a business, you don’t interact independently with The Campaign Registry. You need to have a cloud communications provider like Nextiva complete the campaign registration process on your behalf and get your 10DLC phone number. Nextiva simplifies this process and has established relationships with carriers.

Follow these steps to set up a 10DLC phone number with Nextiva:

Register with Nextiva

As your campaign service provider, Nextiva helps you create and launch messaging campaigns. Register the number you will use for text messaging, and Nextiva will quickly set it up. Nextiva’s business phone number complies with the new A2P 10DLC standards, and every user gets thousands of text messages in its plan. Our API makes managing your messages simple and efficient.

Register your brand

Registering your business with TCR will identify your brand to the MNOs. Keep the following details handy for the registration form:

• Company name and tax ID number
• Entity type (nonprofit, public, private, or government)
• Business type (LLC, sole proprietor, or corporation)
• Credit card information for registration fees

Register your campaign and use cases

You need to provide the following details about your campaign so carriers can understand the types of messages you’ll be sending:

• Use cases (standard campaign or special use campaign)
• Message content and attributes
• Three to five sample message templates
• Opt-in information (proof of consent from customers)

Think about how you want to use SMS messages — whether for customer care, marketing offers, reminders, authentication, or feedback collection.

Get TCR verification

TCR will verify the details you shared and might request additional information. After your campaign is approved, its use case will be reviewed and scored. Then, you’ll get the 10DLC number that is linked to your campaign. You need a unique 10DLC for each registered campaign.

Test and launch your campaign

Nextiva will work with mobile networks to update their databases with your confirmed 10DLC number. Then, the number will go for testing to ensure it complies with carrier requirements. If you encounter any issues, Nextiva’s customer care team will deal with them.

With Nextiva, you don’t need a separate text messaging service provider in your budget. Simply call or text people through our business phone service.

Maintain TCR Compliance With Nextiva

Nextiva helps you adhere to SMS policies and consent rules. You can register your 10DLC and complete TCR verification through simple processes, making your business messaging look more legitimate and helping you build your customers’ trust.

Ready to increase the effectiveness of business text messaging? Try Nextiva.

FAQs About TCR