Deliver A2P 10DLC verification compliance at scale

August 1, 2024
0 minute read


Americans received 225 billion “robotexts” in 2022, a 307% increase from 2020. With so many texts going out, it shouldn’t come as a surprise that not all of them are well received. Between 2022 and 2023, the number of “spam” texts delivered to cellular users in the United States increased by 18%.


Spam like this erodes public trust and threatens the legitimacy of the medium. Take phone calls for example. While the number of spam calls has actually declined by 21% between 2022 and 2023, the damage is already done. Only 19% of Americans are likely to answer a call from an unknown number.


This is the incentive for industry regulation by The Campaign Register (TCR), a governing body that works with North American mobile operators and prominent messaging companies to enforce uniform industry standards.


TCR works with carriers and messaging companies to, in their own words, “facilitate the registration of Non Consumer business text messaging Campaigns.”


The idea is simple: any business looking to send marketing communications via an application (A2P, or application-to-person) using a 10 Digit Long Code (10DLC), the standard US phone number format, has to register with the TCR. Registration increases transparency and, ideally, reduces the risk of spam.


What does US A2P 10DLC campaign verification entail?


The primary way TCR’s compliance rules combat spam is by ensuring that everybody sending marketing communications via A2P 10DLC is who they say they are. They do that by manually verifying that:


  • The sender’s legal business name and EIN match
  • The sender has a verifiable online presence
  • Any contact forms include specific opt-in language
  • Certain organizations and use cases include a compliant privacy policy


Registration is crucial. Carriers have enacted harsh penalties for vendors sending unregistered messages. T-Mobile, Sprint, and AT&T are charging higher carrier fees per SMS, while Verizon and U.S. Cellular are throttling, and even entirely blocking, non-compliant numbers.


Major players have responded to protect themselves, and their customers, from these penalties. As of September 2023, Twilio no longer delivers messages from accounts not associated with an approved A2P 10DLC campaign. Other vendors like Bandwidth and Telnyx, are beginning to follow suit as well. These two companies will begin blocking unregistered traffic December 1st, 2024.


Why December 1st? Cost. T-Mobile has been raising their carrier fees, beginning June 1st, bimonthly through December 1st, topping out at an astronomical $0.012 per SMS. Other carriers are ramping up their enforcement this year too. Grasshopper, for example, is encouraging their customers to complete their TCR registration by September 1st to avoid increased deliverability issues.


When it comes time to register, though, small and medium sized businesses (SMBs) looking to send marketing communications via A2P 10DLC may be in for a surprise. 29% of SMBs do not have a website, and it’s difficult to say how many of those websites are actually compliant.


Compliant websites are functional, secure, and clearly represent the business applying for verification. A non-compliant website would be one without an SSL certificate, without consistent business branding, or with malware, for example.


While a social media business profile may, in some situations, count as an online presence for TCR’s manual verification process, it is not recommended. These social media profiles need to be active and engaging, and need to somehow include opt-in and privacy policy language.


This creates a serious problem for businesses providing A2P 10DLC services to SMBs, referred to as campaign service providers by the TCR. Namely, how can they help their current and potential customers  be compliant?


Campaign service providers can offer compliance at scale


Online presence requirements may sound like a serious obstacle for campaign service providers looking to onboard new SMB customers, but it doesn’t have to be. In fact, it can be an opportunity.


Let’s face it, SMB owners are starving for time. If they weren’t, they’d likely already have a website! While a campaign service provider could potentially advise them on how to make a website, that’s unlikely to prove an effective approach. Instead, campaign service providers should make the websites for them.


A campaign service provider applying for verification on behalf of an SMB customer likely already has quite a few details about that SMB’s business including the name, address, and phone number, all ready in a database. If they have additional information, that may be enough content to generate and populate a website.


Duda provides a robust REST API that makes it easy to programmatically generate a simple, one to two page website with content injected throughout.


However, if the campaign service provider is lacking on customer details, they may need the SMB to step in and help. That’s where the Simple Editor comes in.


SMBs can respond to just five prompts related to their business to generate a beautiful, fully functional, and 10DLC compliant website with the help of AI. Relevant content is populated, and adjustments are super simple to make if the SMB choses to do so.

Offer your SMB clients websites at scale

Make your customers A2P 10DLC compliant and avoid excessive carrier fees in just a few clicks with an AI-assisted website builder made to scale.

Talk to us

Websites are a winning strategy for SMBs and campaign service providers


SMBs need all the help they can get, especially within the first five years. A compliant website is a requirement to send marketing messages via A2P 10DLC, sure, but it’s also a gateway to success for many SMBs.


Just look at the stats. 98% of customers use the internet to find local businesses, and a shocking 62% of customers won’t even consider a business without a digital presence.


Websites and SMS marketing is a powerful combination for SMBs as well. Research shows businesses see a 166% increase in consumer engagement when marketing across multiple channels, and a 91% increase in customers.


In short, by offering websites campaign service providers are positioning themselves as a crucial factor in the success of their SMB clients. Partnering with a white label website builder like Duda takes this even further by directly attributing that success to the campaign service provider.


Multi-product adoption is proven to drive customer retention


Not only are your customers more successful, they’re more likely to stick around as well. Research, including our own, has shown time and time again that customers who purchase multiple products from the same provider are less likely to churn.


Brands that integrate Duda’s website builder, for instance, have seen a 25% increase in customer retention.


Campaign service providers can take this further with additional upsell opportunities, like eCommerce, online booking, and SEO. These add-on services and features provide value to the SMB and increase retention, all while simultaneously driving additional revenue.


Don’t miss out on potential customers


SMBs deserve the opportunity to message their customers directly, even if they don’t have an online presence. When campaign service providers step up to fill this gap, they’re meeting a serious need within their customer base while also avoiding the negative impacts of TCR’s manual verification process like lost customers, decreased sales, and lower margins.


Instead of sacrificing these customers, campaign service providers can further entrench themselves in their clients’ businesses—becoming an indispensable partner in the process. After all, SMBs probably need a website to capitalize on the messages they’re sending anyway. Why shouldn’t campaign service providers offer it themselves?


Headshot of Shawn Davis

Content Writer, Duda

Denver-based writer with a passion for creating engaging, informative content. Loves running, cycling, coffee, and the New York Times' minigames.


Did you find this article interesting?


Thanks for the feedback!
A computer screen with a graph on it and a purple background.
By Santi Clarke April 24, 2025
Learn how platform ecosystems drive revenue and why they are essential for the growth of SaaS businesses.
By Santi Clarke April 24, 2025
One of the greatest challenges for SaaS platforms is keeping users engaged long-term. The term “stickiness” refers to a product's ability to retain users and make them want to return. In the context of SaaS platforms, creating a sticky product means that users consistently find value, experience seamless interactions, and continue using the product over time. The following are 7 practical strategies you can take to improve the stickiness of your SaaS solution. 1. Offer websites that help customers build their digital presence One of the most effective ways to make your SaaS platform sticky is by offering websites to your users. Many businesses today need an online presence, and by providing a platform where your customers can easily build and manage their websites, you increase their reliance on your product. When you offer users a website-building solution, you’re helping them create something foundational to their business. Websites, in this case, aren’t just a tool—they become a part of their identity and brand. This deepens their engagement with your platform, as they need your product to maintain and update their site, ultimately making them less likely to churn. Plus, websites naturally encourage frequent updates, content creation, and customer interactions, which means your users will return to your platform regularly. When you can give your users the tools to create something so essential to their business, you make them more dependent on your platform. This creates a higher barrier to exit, as migrating a fully built website to another service is no small task. In fact, websites are some of the stickiest products you can sell, so adding them to your product portfolio can be one of the best decisions you can to keep your customers using your technology for the long haul. 2. Deliver continuous value through product innovation The key to keeping users coming back to your SaaS platform is ensuring that they consistently see value in it. This means not only meeting their immediate needs but also evolving to address their growing demands. Constant product innovation is essential for keeping your users satisfied and invested in your platform. One way to achieve this is through regular updates that add new features or improvements based on user feedback. A SaaS platform that evolves with its users will keep them engaged longer, making it harder for competitors to steal their attention. Encourage user feedback and prioritize updates that create tangible improvements. This creates an ongoing relationship with your users, which boosts stickiness. 3. Offer a multi-product solution Another powerful way to increase your platform’s stickiness is by offering a suite of products or features that integrate well together. When your users adopt multiple products, they are more likely to stay because they become embedded in your ecosystem. The benefits of this strategy are clear. Research shows that once users adopt more than one product, especially when they integrate >4 tools into their workflow, their likelihood of churn decreases significantly. This happens because the more a user integrates into your suite of products, the harder it is for them to switch to a competitor. These users have invested time in learning your ecosystem and rely on it for their day-to-day operations, making it much harder for them to make the switch. 4. Create a personal connection with your users Human connection is one of the most powerful drivers of user retention. People don’t want to feel like they’re using a cold, faceless platform. By offering exceptional customer support, personalized communication, and community engagement, you build a relationship with your users that goes beyond the product itself. Make sure your support team is responsive, knowledgeable, and empathetic. You can also consider offering tailored onboarding experiences to ensure users understand how to make the most of your platform. When users feel like their success matters to you, they are more likely to remain loyal. 5. Leverage data to personalize the user experience Using data to drive personalization is another strategy that can significantly increase the stickiness of your platform. By tracking user behavior and usage patterns, you can tailor the experience to each individual user’s needs. This could mean recommending features they haven’t yet explored or sending them reminders about tools they may not be fully utilizing. Personalization gives users the feeling that the platform was designed specifically for them, making it harder to walk away from. By demonstrating that you understand their unique needs, you can build a stronger connection and ultimately increase retention rates. 6. Focus on seamless integrations and API capabilities To further increase stickiness, consider expanding your product’s ability to integrate with other tools your users already rely on. Whether it’s email marketing software, CRM systems, or social media management tools, seamless integrations add tremendous value by making it easier for users to incorporate your platform into their existing workflows. The more your product can work in tandem with other popular tools, the more indispensable it becomes. In fact, users who depend on integrations are less likely to churn since their entire ecosystem is tied to your platform’s functionality. 7. Encourage user advocacy and community building User advocacy is another powerful tool in building a sticky product. When users feel a sense of community or even ownership over the platform, they become your most passionate promoters. Encourage your users to share their success stories, join community forums, or contribute to product development through beta testing or feedback loops. A thriving user community not only increases user engagement but also creates a sense of loyalty. When users are part of something larger than themselves, they are more likely to remain committed to your platform, reducing churn and increasing lifetime value. Create deep, lasting customer relationships Making your SaaS platform sticky is all about creating a deep, lasting connection with your users. This requires building a platform that continuously delivers value, creating a seamless and personalized experience, and integrating features that keep users coming back. By focusing on product innovation, offering a multi-product ecosystem, and fostering strong user relationships, you’ll be well on your way to reducing churn and boosting user retention. Stickiness isn’t just a nice-to-have; it’s essential for long-term success. Focus on creating a platform that users can’t imagine living without, and you’ll see them stick around for the long haul.
By Shawn Davis April 24, 2025
Your team is likely pretty familiar with the products they built, but what about the ones they didn’t? Integrated tools can throw a wrench into your support operations, but they don’t have to.
Show More

Latest posts