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What is 10DLC?

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Emily Myers
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This article details what admins need to know about Hustle and 10DLC.

Note: Specifics surrounding 10DLC are still being developed. Any of the information below is subject to change.

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What is 10DLC?

10DLC is a new messaging standard introduced by major US carriers. 10DLC only applies to organizations messaging in U.S. and U.S. territories using 10-digit long code phone numbers. 

Carriers have introduced this set of standards and registration processes as part of 10DLC to better understand who is texting audiences and what is being sent across the networks.

Hustle Admins need to take some steps in Hustle to register their messaging traffic with carriers in order to comply with the requirements of 10DLC.

What is The Campaign Registry?

The Campaign Registry (TCR for short) is the third-party, chosen by carriers, that will manage 10DLC registration.

TCR Vetting Partners review registered brands to determine eligibility for specific campaigns and/or TCR score.

What are 10DLC brands?

For the purposes of 10DLC, a brand is defined as a legal entity with an Employer Identification Number or EIN. A brand is registered to inform carriers who is sending traffic to their subscribers.

For instructions on how to register TCR brands, see How do I register for 10DLC with Hustle?

Note: Brand registration alone has no implications for messaging traffic through Hustle. No traffic is moved to the 10DLC route until a brand registers campaigns and applies those campaigns to Hustle groups.

 

What are 10DLC campaigns?

For the purposes of 10DLC, campaigns are defined as the use-cases or the kinds of messages brands text to audiences. (e.g. Marketing, Public Service Announcements, Political, Higher Education, etc.)

Campaigns are registered to inform carriers what type of traffic is being sent to their subscribers.

TCR has two classifications of campaigns available:

  • Special Use Case campaigns: Special Use Case campaigns (e.g. Charity or Political) require additional approval, so may take more time before they are approved by TCR / carriers. Details around Special Use Case campaigns are still being worked on by the carrier ecosystem, and we will publish more information as it becomes available.
  • Standard Use Case campaigns: The TCR campaigns that will be available to all qualified brands.

For instructions on how to register TCR campaigns, see How do I register for 10DLC with Hustle?

What info do I need to register my brand for 10DLC?

TCR Brand registration for Hustle clients is available via the Hustle Admin panel.

To register TCR brands, admins will need to supply:

  • Company name: The legal name of the entity being registered. The name entered must be exactly the same as the legal name of the entity being registered.
    • Admins can use this third-party EIN lookup service to find the exact legal name. Paste the EIN without the hyphen to use the lookup service. (e.g. EIN: 123456789)
  • DBA name: If different from the legal name of the entity, the marketing or DBA name of the brand
  • Company EIN: The entity's Employer Identification Number. Also known as the Federal Tax Identification Number.
  • Contact information (Phone, email, address, etc.): TCR agents may wish to reach out to customers directly with inquiries regarding their registered brands & campaigns
  • Industry: The industry that best describes your organization
  • Legal Formation: Options include Non-Profit Organization, Government, Private Company, and Public Company. Additional fields are required for publicly traded companies.

If the brand is a political committee, a Campaign Verify token is required to use the Political TCR Campaign. This token is not required for brand registration and can be added at a later time. For more information see What is Campaign Verify?

•  Only registered non-profit orgs that have a 501(c)(4), 501(c)5, 501(c)6 or a 527 status can register a Political TCR Campaign. 

•  501(c) orgs will be able to register Political TCR Campaigns without a Campaign Verify token.

•  527 orgs require a Campaign Verify token to access the Political TCR Campaign. 


For instructions on how to register brands and campaigns, see How do I register for 10DLC with Hustle?

What is Campaign Verify?

Campaign Verify is a TCR Vetting Partner, which some political entities can register with directly to qualify for higher rates of throughput by using the Political TCR campaign. It is optional, but highly encouraged for political entities that qualify to register with Campaign Verify prior to registering 10DLC campaigns.

The Political TCR campaign is available to non-profits with a 501(c)5 or 6 status and political committees that qualify for Campaign Verify tokens. This token is provided after completing Campaign Verify’s registration process. In Hustle, admins will be able to apply their Campaign Verify token during brand registration.

• 527s orgs will be required to provide a Campaign Verify token to register with the Political TCR Campaigns.

• 501(c) orgs DO NOT need to provide a Campaign Verify token to register with the Political TCR Campaign.


For more information about Campaign Verify, see their website.

  • Campaign Verify tokens are brand-specific. You'll need one Campaign Verify token per brand you register. (More information about how to obtain more than one token from the same CV Token submission here)

Note: The following political organizations are eligible for Campaign Verify Certification:

  • Any campaign, committee, or PAC registered with the FEC.
  • Any State, Local, or Tribal candidate or committee registered with an election authority that publishes filing records online (typically most 527 organizations).

The following political organizations are NOT eligible for Campaign Verify Certification:

  • 501(c)(4)

Frequently Asked Questions

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How long will it take to register my brand?

Once information is submitted to TCR via Hustle, brands can be registered typically in under a minute.

 

How long will it take my campaign to be approved?

As of January 26, 2023, all newly registered TCR campaigns were made subject to manual review by the downstream Direct Connect Aggregator (DCA) and are placed in Pending status until this review is completed. The Pending status will show on the TCR Compliance page, and will change to Approved once the review is complete. Campaigns pending approval will not be available to apply to groups or to the Broadcast inbox until they are approved.

We expect campaigns to be approved within one business week, but approval could take longer.

 

Does this impact my integrations?

No, 10DLC does not impact any Hustle integrations. (VAN, SFDC, BBLO, etc.)

 

What is a TCR Score?

Once brands are verified with TCR, they'll be reviewed by additional third parties called Vetting Partners who will provide a "score" to TCR.

Some carriers will use this TCR Score to determine how many messages (throughput) the brand will be able to send in a given period of time. This TCR Score is sometimes referred to as the trust score.

 

Can I register multiple brands for my account?

Yes, in Hustle, admins will be able to register multiple brands for their accounts.

 

Can I register multiple campaigns for my account?

Yes, in Hustle, admins will be able to register multiple campaigns for their accounts.

 

Can I obtain more than one token from the same CV Token submission?

Yes! There is a way to obtain more than one token from the same CV Token submission. First, ensure Multi-Factor Authentication (MA) is activated by logging into your account, clicking on your name (upper right), and selecting “Enroll in MFA.” Once MFA is setup, you will have the ability to generate more than one token per approved submission.

Simply click “Create an Authorization Token” as many times as needed, at no additional cost. 

If you or the vendor need assistance with those steps you’ll need to be in touch with CV’s support team: support@campaignverify.org

 

Will I be able to see my TCR score?

Yes, admins will be able to see their TCR scores in the Hustle Admin Panel on the TCR Brand table. For more information, see How do I register for 10DLC with Hustle?

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