Within the new A2P 10DLC service designed for transmitting messages via 10-digit long code numbers within the United States, there have been alterations to the manner in which message transmission capacity is assigned. The allocation of A2P 10DLC message transmission capacity in the US will now hinge on factors like your Brand classification, Campaign classification (use case), and Trust Score (for Standard Brands). This guide provides an overview of these modifications and the methodology for allocating transmission capacity.
Moreover, T-Mobile will institute everyday message constraints for their subscribers. This stands distinct from the message transmission capacity.
Contents of the Article:
- Overview of Throughput
- Understanding Trust Scores
- How Throughput (MPS) is Allocated for A2P 10DLC
- Present Status of Message Throughput in A2P 10DLC
- Message Throughput for Marketing Use Cases
- Message Throughput for Sole Proprietor Use Cases
The throughput of message transmission for SMS is measured in message segments per second (MPS). Each message segment can contain up to 160 GSM-7 encoded characters, allowing for the possibility of multiple segments for longer messages or those with varying character encoding.
Moving forward, the MPS throughput will be determined based on factors such as the sender's Brand classification, Campaign type (use case), and Trust Score (applicable to Standard Brands).
Understanding Trust Scores and Message Throughput for A2P 10DLC in the US
A Trust Score, an assessment allocated during the Standard Brand registration process through The Campaign Registry (TCR), plays a pivotal role in the A2P 10DLC messaging landscape in the United States. Upon submission of an A2P Customer Profile registration for US 10DLC messaging, this data is forwarded to TCR for meticulous evaluation.
The mechanism underlying Standard Brand registration involves a reputation algorithm that meticulously examines specific criteria related to your company's profile, culminating in the assignment of a "Trust Score". Essentially, the higher your Trust Score, the greater your messaging throughput (measured in MPS). Worth mentioning is that Sole Proprietor and Low Volume Brands circumvent the "secondary vetting" procedure and consequently are not bestowed with a Trust Score. Their throughput remains fixed based on their corresponding use cases.
It's crucial to note that Trust Scores remain constant and do not undergo automatic adjustments over time.
T-Mobile, as part of its service framework, has established daily message limits for its subscribers. Comprehensive details about these limits concerning long code messaging utilizing A2P 10DLC can be found in the documentation outlining T-Mobile's policies.
In case your Trust Score leaves you unsatisfied, Low Trust Scores could stem from:
- Discrepancies in the data submitted during your A2P registration, such as an address differing from the official business registration number's associated address (e.g., EIN).
- Limited brand presence.
Generally, smaller, newer entities and those with less pronounced business footprints tend to receive lower scores.
Allocation of Throughput (MPS) for A2P 10DLC
The provision of maximum MPS is designated for each registered campaign (use case) associated with Community. This MPS is shared across all allocated US/Canada long code numbers for your campaign and is applicable to all wireless carriers.
Whether you choose to dispatch messages through a single number to a specific carrier or distribute messages across a spectrum of local numbers to multiple carriers, the same MPS limit remains effective.
Moreover, the concept of Account-Based Rate Limiting enters the equation, constituting an upper MPS limit established at the account level, aggregated across all senders. As an illustration, if your Account Based Rate Limit is set at 100 MPS, and you have three approved A2P 10DLC Campaigns on the same account, each with an allocation of 75 MPS, the cumulative limit across all campaigns still remains 100 MPS.
Effect on Messaging to Canada
Messaging directed to Canada from a Messaging Service registered with a US A2P 10DLC use case will be transmitted at a rate of 9 MPS per Canadian mobile carrier. This restriction is in place to uphold the established throughput limits instituted by Canadian carriers.
Current Message Throughput Status in A2P 10DLC
The Trust Score assigned to you (pertaining to Standard Brands) and the chosen Campaign type will determine the throughput accorded to your long code numbers in relation to AT&T, Verizon, and T-Mobile. For specific MPS information corresponding to your selected Campaign type, kindly refer to the respective table below.
Message Throughput for Marketing Use Cases
Marketing use cases cater to customers seeking to transmit messages for multiple purposes using the same pool of numbers, which can include marketing activities. Distinct message throughput levels are assigned to Marketing use cases.
It's important to recognize that alongside the "Marketing" use case, there exists an additional Campaign use case known as "Low Volume Mixed." This alternative entails a reduced monthly fee in comparison to a standard Campaign, yet it remains confined to the lowest throughput tier, regardless of your Trust Score.
Message Throughput for Sole Proprietor Use Cases
Sole Proprietor Brands are designed for individuals or small businesses without a tax ID who engage in sending messages with low volume. Within this framework, Sole Proprietor Brands are constrained by specific parameters:
- Limited to 1 Campaign
- Allowed only 1 phone number per Campaign
- Subject to a throughput cap of 1 MPS
In the case of Sole Proprietor Campaigns, Trust Scores are not applicable, and a fixed throughput is established. Additionally, these campaigns are governed by the following message limits:
- T-Mobile: Up to 1000 messages per day
- AT&T: Up to 15 messages per minute
Should the need for increased throughput arise, it is recommended that the business transitions to being registered as a Standard Brand.