Campaign Registry - All you need to know

Learn all about the Campaign Registry and how it affects you! If you do ANY messaging on local numbers (i.e. not toll free or not short code), this is now required!

If you’re using an application platform to send messages to customers then you need to register with the Campaign Registry, regardless of your use case. In this guide, we will walk you through what is the Campaign Registry, why is it important to register, how can you register, and the pricing structure.

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If you are NOT using 10DLC local numbers or NOT sending to ANY US numbers - this does not apply to you.

These changes currently only apply to 10DLC numbers sending messages to US numbers. If you are sending messaging exclusively outside of the US, no changes need to be made at this time. If you are only using toll-free or shortcode for your messaging, no changes need to be made at this time.

However, if you are sending messages of any kind (regardless of use case) on local numbers, you must be on the Campaign Registry, so keep reading!

What is the Campaign Registry?

The usage of long codes for messaging campaigns has increased due to their simplicity and ability to meet the needs of Application-to-Person (A2P) messaging between businesses and customers. As text message volume has continued to increase, some businesses have used the same technology for sending unauthorized and unwanted / SPAM text messages which are bad for End Customers, Brands, and the mobile industry overall.

With the above in mind, the Mobile Network Operators or MNOs have partnered up with a company called Kaleyra to create The Campaign Registry. This platform is a single source of information about 10DLC messaging campaigns throughout the U.S., enabling the MNOs to serve as a record of who sent any given 10DLC message and what they claim to be sending, which can be checked and validated against actual messaging behavior.

MNO’s can now have visibility into the “who” and “what” of each messaging campaign which allows them to provide a better quality of service for 10DLC messaging, while service providers like SignalWire can have confidence knowing that they are using an officially sanctioned messaging channel. Businesses can finally benefit from a better quality of service as well as better predictability of success for your messaging campaigns.

The Campaign Registry is about creating a centralized, trusted access point to key information enabling the messaging service providers such as SignalWire, to exchange transparency (directly with the MNO’s) in who they are and what they are doing for more predictable and reliable service delivery to end-users.

How is SignalWire involved?

SignalWire is proud to be at the forefront of these changes in working together with all of our partners in being part of this new ecosystem. Our first priority is to ensure that your business is successful and there is no disruption which is why we’ve been working with TCR and communicating all information since last year. We are fully committed to providing you with these updates as they are received as well as assisting you with whatever changes are needed.

We will help you register and get your numbers and campaigns verified with the registry and navigate you through all the changes.

Who needs to register?

If you’re using an application platform to send messages to the customers then it is A2P and you need to register. In other words, if you’re using SignalWire to send messages to customers regardless of use case, then you fall in the business messaging category and you need to register your brand, campaigns, and phone numbers. Registering with the Campaign Registry is required and has several benefits too.

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Updated Sep 8, 2021

Brands registering with The Campaign Registry will now have their brand name, address, and EIN checked against multiple databases, resulting in either a Verified or Unverified status. Any brand marked Unverified can update their details and resubmit to The Campaign Registry. Each submission incurs a $4 charge.

To support this new flow, we are in the process of updating the statuses at the brand level to include Pending, Verified, and Unverified. Brand details can only be edited and resubmitted for a brand in an Unverified Status.

We are also making updates to the available statuses for Campaign registrations. The new list of statuses includes Pending, Active, and Inactive. The addition of an Inactive status prevents additional monthly charges if a campaign is temporarily paused or finished. Only campaigns in an Active status can be utilized for messaging, and are also the only campaigns that will be billed moving forward.

Benefits of registering

Improved Deliverability
When you register your brand and campaigns with the Campaign Registry, they go through a vetting process and are allocated trust scores. By doing so, and getting a campaign pre-approved, you can rest assured that your messages will not be flagged or blocked by carriers. Your deliverability will improve as to what message you're sending and to whom will already be on record.

High Throughput
The idea of the Campaign Registry is to also give valid businesses a higher throughput if there is a valid use case. Throughput is determined based on who is sending the message (the Brand) and what is being sent (the Use Case), not on the number of phone numbers associated with the Campaign. The best course of action is to go through the vetting process, declare a Use Case, and provide a detailed explanation of the Campaign. The info you give will be used to determine - trust score and together with the use case, it will determine the throughput, so you will be able to reach a larger customer base in a short span of time.

Customer Trust
Since the goal is to deliver legitimate campaigns and the campaign registry will be catching spam or invalid brands and campaigns right in the beginning, the end-users will receive only those messages that are screened and approved. Getting relevant messages builds confidence within the customers and their trust in the brand and the messages that are being received increases.

If these benefits are not enough to convince you to register with the Campaign Registry, just know that by not registering not only are you compromising the deliverability and throughput rates and trust of your customers but also there are high chances of your messages being blocked or flagged and there might be penalty fees related to it. Therefore, it’s best to register, the sooner the better.

Best practices to register

One, be transparent and honest. You do not want to be in a situation where you are flagged for an error in your brand information or other information requested. More information on this below.

Two, we advise you to be clear and detailed, especially for special use cases. Your use case is what you are using that campaign for. This lets the MNOs know what type of messaging to expect. Here’s a list of the use cases that you can select from/ When reviewing a campaign, carriers will look at the campaign description and see if it matches the content of the messages being sent.

Standard Use Case

Description

2FA

Any two-factor authentication, verification or one-time passcode

Account Notifications

Standard ntifications for account holders, relating to and being about a user's account

Customer Care

All customer care interaction, including but not limited to account management and customer support

Delivery Notifications

Notification about the status of the delivery of a product or service

Fraud Alert Messaging

Notifications regarding potential fraudulent activity on a user's account

Higher Education

Messaging created on behalf of Colleges or Universities, including School Districts and education institutions. This use case is NOT for the "free to the consumer" messaging model

Low Volume Mixed

For Brands that have multiple use cases and only need very low messaging throughput. Examples include: test or demo accounts, small businesses (single Doctor's office, single Pizza shop etc)

Marketing

Any communication that includes marketing and/or promotional content

Mixed

Any messaging campaign containing 2 to 5 standard use cases

Polling and voting

The sending of surveys and polling/voting campaigns for non-political arenas

Public Service Announcement

Informational messaging to raise an audience's awareness about important issues

Security Alert

A notification that the security of a system, either software or hardware, has been compromised in some way and there is an action you need to take.

Special Use Case

Description

Carrier Exemptions

Exemption by Carrier

Charity

Communications from a registered charity aimed at providing help and raising money for those in need. Includes: 5013C Charity

Conversational

Peer-to-peer app-based group messaging with proxy/pooled numbers. Supporting personalized services and non-exposure of personal numbers for enterprise or A2P communications.

Emergency

Notification services designed to support public safety / health during natural disasters, armed conflicts, pandemics and other national or regional emergencies.

Sweepstakes

All sweepstakes messaging

Political

Part of organized effort to influence decision making of specific group. All campaigns to be verified.

Social

Communication between public figures/influencers and their communities. Examples include: YouTube Influencers' alert or Celebrity alerts

Platform Free Trial

CSP "Free Trial" Offers for non paying customers

Agents; franchise; local branches

Brands that have multiple agents, franchiises or offices in the same brand vertical, but require individual localized numbers per agent/location/office.

Sole Proprietor

Limited to entities without EIN / Tax ID

Three, to verify that your use case is what you say it is, the registry is also asking for example messages or message templates that you would be sending. Even if you do not expect to have standard messages, try coming up with a few of your most common scenarios, especially if you are going to use the campaign for some common use cases, to help the registry judge your validity.

Pricing

There are two types of fees involved - Network Access Fees (NAF) and Registration fee. AT&T and T-Mobile have different pricing structures for each. See below.

AT&T

NAF for:

Unregistered traffic:

  • $0.004 - per SMS message
  • $0.005 - per MMS message

Registered traffic:

Campaign type

Use Case (Risk Level)

AT&T long code SMS carrier fee

AT&T long code MMS carrier fee

Use cases within campaign type

Declared Use Case

Standard

$0.002

$0.0035

Single use case covering 2FA, authentication, customer care, group messaging, notifications, operations, etc.

Mixed / Marketing Use Case

Standard

$0.003

$0.0035

Marketing use case or combination of use cases under one campaign.

Special Services

Special

$0.000

$0.000

Charity, emergency services, public safety

Political

$0.002

$0.0035

Political use cases

Registration Fee

Item

Cost

Type

BRAND REGISTRATION FEE

$4

One time for each brand

2FA, Account Notifications, Customer Care, Delivery Notifications, Fraud Alert Messaging, Higher Education, Low Volume Mixed, Marketing, Mixed, Polling and voting, Public Service Announcement, Security Alert, Carrier Exemptions, Conversational Messaging, Gambling and Sweepstakes, Emergency, Social, Political

$10

Monthly for each Campaign

There is also a $50 one-time activation fee per campaign in addition to the $10 monthly fee for the first month of the campaign.

Charity

$5

Monthly for each Campaign

Large CSP Trial

$0

Monthly for each Campaign

T-Mobile

NAF for:

  • $0.003 - per SMS message (Inbound & Outbound)
  • $0.01 - per MMS message (Inbound & Outbound)

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Updated October 1, 2021,

T-Mobile has announced higher NAFs for unregistered outbound SMS and MMS, however the date this will become effective is still to be determined. We anticipate this update to come shortly. Given that SignalWire will be disallowing unregistered SMS and MMS traffic, this should be of no concern for our customers.

T-Mobile will also be enforcing additional fees for violation of messaging practices that are illustrated in the SMS/MMS Best Practices. These have been postponed for a later date that has yet to be determined.

  • Text Enablement: A $10,000 fee if T-Mobile receives a complaint from an end-user regarding a NANP (North American Number Plan) number sends messaging prior to registering the number with TCR.
  • 10DLC Messaging Program Evasion: A $1,000 fee if a program is found to be snowshoeing, dynamic routing, or replacing a blocked number with a new number before registering that number to the same campaign.
  • Content Violation: A $10,000 fee for each instance of the third and every following violation of the best messaging practices.

In addition to these, T-Mobile currently has a Grey Route fee that is slated to go into effect beginning on January 1, 2022. This will include a $10 fee per message should an A2P message be sent via a P2P route.

Registration Fee
$50 one-time fee per campaign in addition to the current $10 monthly campaign registration fee from TCR. (Not yet implemented - actual rollout date TBD)

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Special Use Cases

Brands requiring 50+ numbers:

  • Special pre-approval needed
  • One time $5k fee to T-Mobile upon approval (TBD - 30 day notice ahead of date)

Brands requiring daily messaging volumes above 200K:

  • Special pre-approval needed
  • One time $5k fee upon approval (TBD - 30 day notice ahead of date)

Terms to know

There are 4 categories of players involved in this new ecosystem -

  • MNO - These are the Mobile Network Operators aka wireless carriers (ie...Verizon, ATT, T-Mobile, Sprint, etc). These are the companies that deliver your messages to the End Users.
  • DCA (Direct Connect Aggregators) - These are companies that have direct connections to the MNO’s gateways and transmit messages on behalf of its customers such as SignalWire.
  • CSP - This Is SignalWire - A Campaign Service Provider is a provider of messaging services to its customers. A CSP works with its customers (aka Brands), to create and launch new and successful messaging campaigns. SignalWire is a fully registered CSP!!!
  • Brands - This is the company or entity that will be sending the messages to its End Users.

Frequently Asked Questions

Does this change apply only to SignalWire?
NO! This is an industry-wide change and all messaging service providers will need to abide by and be part of this new ecosystem.

What information is required to register?

There are essentially two components to become registered:
Brands - We need to first register your business as a Brand on The Campaign Registry. Once registered, a Brand is given a unique Brand ID that is associated with ALL its campaigns and numbers, and messages. To become a Brand, the registry requires you to provide details about your business such as official company name, website, Tax ID / EIN, company contact name, direct number, and email.
Campaigns - We will then need to register each of your unique campaigns. Once approved, each campaign will also be given a unique ID which will be registered directly with the MNO’s. Information required will be your campaigns use cases, opt-in/out process, message samples.

How long does the registration process take?
Approximately 3-5 business days (can take shorter or longer depending on the information submitted)

Can I use multiple Long Code numbers in one campaign?
Yes, as long as you have a valid use case for doing so.

What if I don't register?
As mentioned above, ALL of your 10DLC traffic MUST be registered. Any Application to Person messages received by the MNO’s (wireless carriers) that are not registered will very likely be blocked (even if all other CTIA guidelines are met) or heavily tariffed.

What if my traffic is P2P (Person to Person)?
Even if your traffic meets P2P guidelines, it is still considered A2P by the carriers being that it's being sent from SignalWire which is an API platform. Meaning you still need to have it registered.

Does this apply to Toll-Free Numbers?
Not yet! Although there will likely be similar changes to Toll-Free in the very near future.

What information is required to register?
There are essentially two main requirements needed to register:

  • Identify your businesses to the carrier networks (Brand registration
  • Register the type of messages you will be sending, ie...alerts (Campaign registration)

I noticed that I need to provide my companies Tax or EIN number, what if I do not have one?
The Campaign Registry requires a company to provide their Tax or related ID. This is part of the process that allows them to ensure the business's legitimacy. If you do not have one, you may try and input your social, but it’s not a guarantee it will ultimately be accepted and approved.

What factors will affect my maximum approved throughput?
As mentioned above, when your brand is registered, it is assigned a Trust Score. Your trust score along with your campaign type (referenced above), will determine your maximum approved throughput.

What if my approved Trust Score is not high enough for my needs?
If the trust score your Brand is approved for upon sign up does not fit your needs, There are 3rd party vetting partners of the registry that allow for additional vetting. There are added costs (see below) associated with that process and added vetting does not guarantee a better outcome.

What exactly is a campaign?
The simplest way to describe a campaign is a unique use case! For example, if you send marketing messages and also send alert messages, that would represent two different use cases.

How many campaigns will I need?
You need one campaign per use case as defined above. Some businesses will require only one use case/campaign (ie….I only send marketing messages). Other businesses may require many use cases/campaigns (ie….I send marketing and alert messages).

How many numbers can I associate with a single campaign?
Remember, the main purpose of The Campaign Registry is to allow for verified businesses with valid use cases to operate freely and in a successful manner (and to filter out those that are not). That said, if there is a valid use case to use more than one number via a single campaign (ie...you want to show locality), registry provides an input where that can be approved.

Can I go directly to The Campaign Registry to register?
As mentioned, SignalWire has been at the forefront and has become a registered CSP (Campaign Service Provider) so that we can handle registration on your behalf and make it easier for you. That said, if you still prefer to directly go to the Campaign Registry on your own, please reach out to your sales representative for further details.

How long does the registration process take?
The registration process essentially contains two parts. First, registering your Brand & Campaigns. That process is done via the Registry and is processed almost instantly. The second part is associating your numbers with their designated Campaigns at the messaging provider level. This is done so that when AT&T or any participating MNO receives your messages, the associated Brand & Campaign IDs, as well as its associated approvals, are recognized which ensures the delivery of your messages. This part of the process can take anywhere from 1 - 48 hours (mostly depending on processing traffic). NOTE, we are currently working hand in hand with our messaging partners in having this process further automated and expect it to only take a few minutes in the near future.

How will I know when I am fully registered and ready to go?
Our dedicated Customer Support Representatives will be working closely with you from the time you have submitted your request until all steps have been completed.

Once I am registered, can I send anything I want?
No! As mentioned, approval is not a green-light ticket to send anything. In fact, the system is set up so that the MNO’s have a way of knowing who and what they are sending allowing for proper enforcement. ALL messaging industry guidelines set for by the CTIA as well as the MNO’s must still be followed to ensure successful message delivery. Those details can be found here.

What if I change my messaging content?
If the content change is related to the same use case you used during the initial Campaign approval process, no changes will likely need to be made. However, if the new content you are looking to send is not related to the original use case, you would likely need to have that information changed within the registry. If you are not sure, please contact one of our Support Representatives.

What if I want to add an additional number to my current campaign?
As mentioned above, as long as there is a valid reason you are needing to add an additional number to a current and active campaign, you are able to do so. Contact our Support Representatives to start that process (the process is fairly quick).

What if I want to add a new Campaign?
You can start the process by accessing the "Messaging Campaigns" tab within your SignalWire Space or by getting in contact with SignalWire Support.

Is there an API I can use for registering to speed up the registration process?
Not as of yet! However, we are currently working closely with the registry as well as our messaging provider to make that happen as soon as possible. We will provide an update on this in the very near future.

Will there be daily messaging limits?
AT&T has not announced a daily messaging cap. However, as mentioned, there is an approved throughput limit that is set dependent on the Trust Score mentioned above.

What if I send messages to SignalWire at a higher throughput rate than I am approved for?
SignalWire has built a queuing system on our end that will queue up your messages and send them out in accordance with the approved throughput limits. This ensures all your messages will be delivered even if you send them at a higher than approved rate. NOTE! As mentioned above, the additional approved throughput limits are not in place as of yet. The current 10DLC throughput limits are 1MPS (Message Per Second) for both SMS & MMS messages.

My company provides messaging services to multiple companies, how do I go about getting them registered?
The Campaign Registry provides for a Reseller persona. In addition, you have the option to directly register as your own CSP (Campaign Service Provider) directly with the registry. Please reach out to your sales representatives to discuss these options in further detail.

Do these changes affect my Toll-Free Numbers?
No! The Campaign Registry applies to 10DLC (ten-digit long code) numbers ONLY. Toll-free numbers as well as short codes are not affected or related to this ecosystem.

Do these changes affect my short codes?
No! SignalWire currently only offers dedicated short code services. Dedicated short code services are not affected by these changes.

Do these changes apply to Verizon's existing A2P 10DLC service?
No! Verizon has not officially announced a partnership with The Campaign Registry as of yet. If that changes in the future, we will provide additional communication.

What about other mobile networks?
This whole ecosystem is still very new as well as a large industry change. The Campaign Registry is continuing to work with all the MNO’s and we expect them all to join in the near future. We will provide those updates accordingly.

Do these changes apply everywhere or just in the US?
These changes currently only apply to 10DLC numbers sending messages to AT&T & T-Mobile numbers. If you are sending messaging exclusively outside of the US, no changes need to be made at this time.

What if I am already registered on The Campaign Registry with another provider, will I need to re-register again when migrating to SignalWire?
Yes! Each messaging provider is its own CSP (Campaign Service Provider) & registered uniquely with The Campaign Registry. If you are migrating from another provider, you will need to go through this process.

If I am migrating from another provider, will my messages be blocked before I am registered with SignalWire?
No! Your current registration will remain in place until SignalWire’s registration overwrites the current information. Thus allowing for zero disruptions.

What if I switch to another provider in the future, will I need to re-register?
Yes! As mentioned, each messaging provider is its own unique CSP (Campaign Service Provider). Therefore, you would need to go through the same process with the new provider when switching over.

Can I have numbers with multiple providers at the same time?
Yes! However, you would need to register with each provider accordingly for each set of numbers.

What if my approved Trust Score is not high enough for my needs?
If the trust score your Brand is approved for upon sign up does not fit your needs, There are 3rd party vetting partners of the registry that allow for additional vetting. There are added costs associated with that process and added vetting does not guarantee a better outcome.

Will I be able to send messages at the throughputs I am approved for via the registry?
As of April 1st, the MNO’s will not have full support for the added throughputs, but we expect that to happen in the near future. We will communicate once those changes have been in place.

SignalWire in Seconds

If you want to watch a simplified overview of what the Campaign Registry is and how to register your messaging campaigns within your SignalWire Space, feel free to watch these SignalWire in Seconds videos. If you want to learn more concepts about SignalWire in just a few short minutes each, check out our YouTube Channel!

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Note

This page containing an overview of TCR rules and regulations and FAQs illustrates SignalWire's most current understanding of carrier plans. Many of these details are still being finalized and could be subject to change, however SignalWire will continue to update this article as TCR evolves.


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