With T-Mobile’s huge announcement regarding the future of shared shortcodes, as well as the recent CTIA guideline changes and what they mean for SMS marketing providers SMS messaging solutions. Here’s the gist of it.
“Effective immediately no new shared short codes are allowed to be on-boarded. All existing shared short-codes will be required to migrate at a future date to dedicated application address (Shortcode, 10DLC or Toll-Free). Future termination of shared codes will not take place until commercial availability of 10DLC A2P Messaging. Formal communication with appropriate advance notice will be provided.”
This is a reminder that all of the major US carriers have announced their requirements for 10 DLC (10 “Digit Long Code”). 10DLC is the new standard for Application-to-Person (A2P) SMS messaging using 10 digit geographic numbers in the US. It provides many benefits, including supporting higher messaging speeds and better deliverability on long code originators.
The deadline for 10 DLC implementation is 1 February 2021 for AT&T and 1 March 2021 for T-Mobile.
Changes impacting your SMS delivery
• Customers using the different SMS or MMS API to send traffic using a US geographic phone number (10-Digit Long Code) as a “from” number to subscribers on US networks will need to register a brand and campaign (your use case), and receive approval before sending messages on 10 DLC numbers.
• Shared Short Codes will no longer be an acceptable format for A2P messaging and will be deprecated.
• Most SMS aggregators will be implementing these restrictions from 1 March 2021 for T-Mobile, breaking your application if you do not make the necessary changes.
What you need to do.
• Decide which product is best suited for your SMS needs 10 DLC registration, Dedicated Short Code or provisioning Toll-free Numbers through Customer Dashboard.
• If you are implementing 10 DLC go to the Customer Dashboard to register your Brand.
• Campaign registration is scheduled to be available before the end of January for self-service
Pricing.
Example of some purchases need to be made before sending traffic on a 10DLC and usually are non-refundable:
• Brands are a one-time fee charged once the brand is created.
• Campaigns will be billed for with a set-up fee charged once the campaign is created, and after the first quarter days, quarterly subscription.
A2P 10DLC fees update
Effective January 1 2021, US Supplier pass thru fees are changing. These changes will affect A2P 10DLC messaging. This has resulted in an update to US Supplier Fee
• Carrier Pass Through Fees will be:
o AT&T 0.002$
o T-Mobile 0.003$
o Verizon 0.0025$
There are several 10DLC preparation guides to provide more information on the full process and each step involved. It is highly recommended, if you have a solid SMS marketing plan with your text message aggregator please reach out to them for assistance in the migration process and prepare early so that short codes are suspended or shut down.
The 10DLC rollout has begun. Established text message aggregators will be there to help make the migration as painless as possible. All approved aggregators are helping customers make sense of the transition. It is recommended to take common-sense approach to 10DLC — one that won’t cause costs to balloon or result in disruption to service.
Moreover, you need to have direct relationships with ATT, Verizon, and T-Mobile which allows you to use unique approaches to help navigate the new landscape and avoid fines. If your organization’s 10DLC migration strategy makes you nervous, find an established text marketing aggregator who can assist you in the process.
The big move
The US carriers have reassured the market that they don’t plan to block unregistered traffic in March. We still urge you to migrate your traffic to a sanctioned pathway as soon as possible. Check out the latest (below) from each Tier-1 carrier.
T-Mobile
T-Mobile will be extending the grace period for all messaging-related fees. Pass-through fees won’t be charged until April 1. At least 30 days’ notice will be provided before it begins to start blocking, or charging noncompliance fees.
AT&T
AT&T does not plan to block traffic in March simply because it is un-registered. No fines associated with the AT&T 10DLC product offering will be imposed either. Pass-through MT fees will be applied to March 2021 traffic for invoicing in April 2021.
Verizon
Verizon’s 10DLC offering has been live, with fees being charged, for a little over a year now. Verizon will continue to function in the same way they have been.
Update March 30 2021
Impacts: 10DLC Campaign Registration and Business Review on T-Mobile and AT&T
We are excited to announce that T-Mobile and AT&T have temporarily extended the grace period for campaign registration until further notice. Additionally, T-Mobile has extended the fee waiver for Special Business Review Requests until further notice. Below are the official updates.
T-Mobile:
The following fees will be waived during this grace period
- $50 Setup fee for each new campaign service activation, including campaigns migrated from another aggregator.
- $5,000 Special Business Review Request.
The campaign service activation and special business review request fee waiver are subject to change by the carrier. Aggregators will provide a minimum 30-day notice before we resume assessing these fees in the future.
AT&T:
To allow additional time for industry readiness for AT&T 10DLC SMS launch, they are accommodating a grace period until further notice.
Carrier Pass Thru Fees (CPT) and Timing
- Pass through fees went into effect on March 1, 2021.
- AT&T is offering temporary discounted SMS and MMS rates during the registration grace period beginning March 1, 2021.
- SMS will be flat rated for all classes at $0.002 per MT.
- MMS will be flat rated for all classes at $0.0035 per MT.
- After the grace/registration period – rates will be applied as per contractual (DCA) agreements.
- Unregistered traffic will continue to be subject to P2P spam policies and traffic throughput restrictions as well as the above discounted rates.
Policy Change – Shared Short Codes
- AT&T continues evaluating changes to Shared Short Code Policy.
- AT&T expects to announce changes to the Policy and enforcement time frames within 60 days.
Discounted rates extended by our carrier partners are subject to change. Aggregators will provide a minimum 30-day notice of any change to the above discounted rates. SMS Aggregators promise to you is to always provide timely and relevant information, we are here to help, we are partners in success!
Fernando
