Foyer

Twilio 10DLC

Brand and campaign registration for US long-code traffic. Carriers throttle and eventually block unregistered conversational traffic. Start the registration before the demo depends on the number — turnaround is days, not hours.

What 10DLC is, briefly

10DLC stands for 10-digit long code — a regular US phone number used for application-to-person messaging. US carriers require any A2P traffic over a long code to be associated with a registered brand and a registered campaign. Unregistered traffic is throttled to a few messages per second, deprioritized, and often filtered as spam.

The three things to register

  • Brand— the legal entity that owns the messaging program. For a sole-proprietor service business this is the owner’s legal name and EIN or SSN. For a registered LLC it is the company.
  • Campaign — the purpose of the messaging. Foyer uses the CONVERSATIONAL use case — the customer texts first, the agent replies, the conversation is bidirectional and not marketing.
  • Number association — link the Twilio number to the campaign so traffic on that number rides under the registered program.

Step-by-step

1. Create the brand in Twilio Console

Console → Trust Hub → Customer Profiles → A2P Messaging Brand Registration. Fill in the legal entity details, the EIN or other tax ID, and the public website. The website must be live and reachable — Twilio’s reviewer will check it. For a service business with a bare-bones site, link the homepage and the privacy policy.

2. Create the campaign

Use case: CONVERSATIONAL. Sample messages should reflect what the agent actually sends — for Anchor Plumbing:

  • “Hi, this is the booking line for Anchor Plumbing. I can help with that. What’s the service address?”
  • “Confirmed — Sam will be there Thursday 6/19 at 10am at 1432 Oak St. Reply STOP to opt out of any future texts from this number.”
  • “The slot is no longer available — want me to check another time?”

Confirm that STOP, HELP, and START opt-in language is present somewhere the customer sees it — the public site, the booking confirmation message, or both.

3. Associate the number

Messaging Services → your messaging service → Sender Pool → add the Twilio number. Then attach the registered campaign to the messaging service. Foyer reads the messaging service SID, not the number SID, for outbound sends — this is what lets carriers tie traffic back to the registered campaign.

4. Wait

Brand review is typically same-day to one business day. Campaign review is one to three business days. Number provisioning into the campaign is near-instant once the campaign is approved. Plan the demo timeline around the long pole — campaign review.

While you wait

Toll-free numbers can carry conversational traffic without 10DLC registration, at a different per-segment price. Twilio sandbox numbers work for local end-to-end testing. Either is fine for development — just keep the production-number path on the registration track in parallel.

If the campaign is rejected

The two recurring reasons are missing STOP/HELP/START language on the public site and sample messages that read as marketing rather than conversational. Update both, resubmit. Foyer’s default confirmation message and welcome message are written to pass the conversational filter on first review — if you change them, run them past the same bar.