Maximize 10DLC A2P Messaging Throughput

In today’s fast-paced digital landscape, SMS and MMS messaging are critical tools for engaging customers 📊. But are you maximizing your 10DLC Application-to-Person (A2P) throughput 🤷? If you’re struggling with message delivery limits, you’re not alone 😅

This guide breaks down how to unlock higher throughput and boost your marketing ROI 📈, specifically tailored for product managers and marketers who need to get the most out of their messaging campaigns 🙌

Want to check out the video that inspired this post? You can watch it Here!

Understanding 10DLC and A2P 💭

Let’s start with the basics. 10DLC refers to 10-digit long code phone numbers, the standard numbers we use daily. A2P means sending messages from a software application to a person’s mobile device.

To do this, businesses must register through the 10DLC A2P process, including providing brand information and specifying messaging use cases (marketing, customer support, etc.).

The Key to Higher Throughput: Standard Vetting 🔑

If you’re using a ‘low volume mixed’ campaign, you’re limited in throughput. To unlock higher limits, you need a ‘standard campaign.’

This allows you to go through ‘standard vetting,’ a process where third-party organizations (Aegis Mobile and WMC Global) review your company details. They focus on factors like company age and employee count—the most important metrics (W2 employees in the IRS database), as well as compliance history (litigation, BBB complaints, FCC actions).

• Actionable Insight: If you’re a rapidly growing company, re-evaluate your standard vetting every 6-12 months. As your company ages and adds employees, your ‘trust score’ improves, leading to higher throughput 💡

Throughput Bands and Impact 📈

Throughput increases in specific scoring bands (25-49, 50-74, and 75+). Here’s a breakdown:

• 1-24 Score: No change in throughput

• 25-49 Score: Significant increase in T-Mobile throughput (from 2,000 to 10,000 segments/day)

• 50-74 Score: Drastic increase, increasing traffic for AT&T 10-fold (2,400 SMS/min and 1,200 MMS/min) and moving to 40,000 messages for T-Mobile

• 75+ Score: The highest band, allowing 200,000 messages/day for T-Mobile, and 4,500 SMS/min plus 2,400 MMS/min on AT&T

• Actionable Insight: Understand these bands to strategically plan your messaging volume. Resubmit every six to 12 months for higher scores to maximize your reach 💡

The Process and Costs 💰

Standard vetting is typically done through your messaging provider’s portal or directly via the Campaign Registry (TCR). There’s a $40 one-time charge for the vetting process. If your score is low, you can appeal by providing supporting documents (W9, SS4).

• Actionable Insight: Ensure your company information is accurate and up-to-date to avoid low scores. Be prepared to provide legal documents if needed 💡

Verizon’s Unknowns 😵‍💫

It’s important to note that Verizon doesn’t publicly disclose its throughput numbers, making it difficult to provide specific estimates. However, the principles of standard vetting and campaign registration still apply.

Maximizing your 10DLC A2P throughput is essential for effective messaging campaigns. By understanding the vetting process and optimizing your company’s profile, you can unlock higher limits and drive better ROI 📈💰. Stay tuned for more insights on navigating the messaging ecosystem 🙌