Apply for 10 digit long code (10DLC) brand registration and campaign registration

This article describes how to register a brand and campaign for 10DLC (10-Digit Long Code) messaging in Azure Communication Services. This process ensures compliance with carrier requirements and enables reliable, high-quality message delivery. For more information about how to complete the registration form, see 10DLC guidelines.

Prerequisites

• An active Communication Services resource..
• An eligible subscription: Check eligibility here.
• Company information: Information about your business, such as your company's legal name, tax ID, and other relevant details.
• Campaign details: A description of the use case and sample messages you plan to send through 10DLC.

Schedule constraints

You need to complete brand registration and receive approval first. Then you can continue with campaign registration.

1. Brand registration may take 2 to 3 business days to receive approval.
2. Campaign registration may take 3 to 5 business days to receive approval.

10DLC registration

You need to apply for brand and campaign registration before acquiring 10DLC numbers for SMS. If you previously acquired a 10DLC number for calling and want to enable it for SMS, then you need to first register the brand and campaign and then associate the number. To do that, navigate to the Regulatory Documents blade in your Azure Communication Services resource and select Add to start the 10DLC brand registration wizard and follow the steps.

STEP 1: Brand registration

Note

10DLC for SMS is available only in United States of America.

Begin your Brand registration by filling in the Application Type details:

• Country or Region: Select United States of America.
• Phone Number Type: Choose Local phone number for your campaign.
• Application Type: Select Brand.

1.1 Company details

Provide details about your company:

• Company Name: Your official registered business name.
• DBA or Brand Name: Doing Business As (DBA) or brand name, if different.
• Website: A website URL representing your business.
• Type of Legal Form: Select the legal structure of your company (such as Private Company).
• EIN: Employer Identification Number.
• EIN Issuing Country: Country where your EIN was issued.
• Alternate ID: Specify an alternate ID type (such as DUNS, GIIN, or LEI).
• DUNS or GIIN or LEI Number: Enter the applicable ID number based on your alternate ID type.
• Company Address: Primary address of your business.
• Address Line 2: More address information, if needed.
• City: City of the business location.
• State or Province: State or province of the business location.
• Zip Code or Postal Code: ZIP or postal code for the business location.
• Country: Country where the business is located.
• Stock Symbol: Stock symbol, if publicly listed.
• Stock Exchange: Name of the stock exchange where your business is listed, if applicable.
• Vertical Type: Business category (such as Education or Finance).
• Contact Email Address: Contact email for inquiries related to the brand registration.
• Contact Phone Number: Phone number for inquiries related to the brand registration.

1.2 Review and submit

Submit the regulatory document. Brand registration may take 2 to 3 days to complete.

Important

Providing incorrect or incomplete information may result in brand registration failure. Double-check all details before submitting to avoid delays or rejections in the registration process.

STEP 2: Campaign registration

After your brand is registered, proceed with the campaign registration:

Select Add and begin by filling in the Application Type details:

• Country or Region: Select United States of America.
• Phone Number Type: Choose Local phone number for your campaign.
• Application Type: Select Campaign.

Click Next to proceed to the Campaign details section.

2.1 Campaign details

• Brand: Select the brand associated with this campaign.

• Name: Add a customized name for your campaign.

• Description: Add a description for the campaign, explaining its purpose and target audience.

• Call-to-Action / Message Flow: The Call to Action clearly and transparently describes how a recipient opts-in to receive messages from you. The Call to Action must be explicit, must ensure that users understand what they are consenting to, and must be collected in a direct and verifiable way. Call To Action should be specific to SMS messaging services and not bundled with other services or be hidden within terms & conditions or other agreements. The Call-to-Action must include the following information:

  • Brand name
  • Types of messages the consumer can expect to receive
  • Message frequency disclosure (for example, "Msg frequency varies")
  • Message and data rates disclosure (for example, "Msg & data rates may apply")
  • Opt-in information (see the following table for examples)
  • Help information (for example, "send HELP for help")
  • Opt-out information (for example, "send STOP to unsubscribe")
  • Privacy Policy & Terms and Conditons link

  The following table shows examples of how recipients might Opt-in:

Method	Description	Requirement	Examples
Web Sign-Up	Users enter their phone number on a website and check a box agreeing to receive messages.	Provide a direct link to the submission form or the webpage.	"By submitting this form, you consent to receive [type of text messages] from [Brand Name] at the number provided. Msg & data rates may apply. Msg frequency varies. Unsubscribe by replying STOP or clicking the unsubscribe link. Reply HELP for help. Phone numbers aren't shared with third parties. Privacy Policy [link] & Terms [link]."
Text Message Keyword	Users opt-in by texting a keyword (for example, "START") to a specific number.	Explain how users learn about the keyword, such as via a webpage link or screenshot.	"By texting START to [phone number], you consent to receive text messages from [Brand Name]. Msg & data rates may apply. Msg frequency varies. Unsubscribe by replying STOP. Reply HELP for help. Phone numbers won't be shared with third parties. Privacy Policy [link] & Terms [link]."
Verbally	Users opt-in verbally at a physical location or over the phone.	Provide a copy of the script used to inform users about the opt-in.	"[Brand name] collects opt-in verbally at their locations or over the phone. Customers provide their number and are informed that 'Message and data rates may apply', 'Message frequency varies', and they can 'text HELP for support or STOP to unsubscribe.' Phone numbers won't be shared with third parties. Privacy Policy [link] & Terms [link]."

• Privacy Policy URL: Provide a link to your brand's Privacy Policy with Terms & Conditions related to SMS. The Privacy Policy with Terms & Conditions URL can be a webpage or an online file that is publicly accessible. The Terms and Conditions must have an SMS disclosure that includes the types of messages consumers can expect to receive, texting cadence, message and data rate notices, privacy policy links, HELP information, and opt-out instructions. The Terms & Conditions must include at least the following information:

  • Brand name
  • Types of messages the consumer can expect to receive
  • Message frequency disclosure (for example, "Msg frequency varies")
  • Message and data rates disclosure (for example, "Msg & data rates may apply")
  • Support contact information (for example, "send HELP for support," "contact help@contoso.com for support")
  • Opt-out information (for example, "Send STOP to unsubscribe")

  

  Click Next to proceed to the Use Case section

  Note

  SMS senders in the US are required to include a link to reference Terms and conditions, Privacy policy, and information about how to get help in the initial message to an SMS recipient.
  If your company doesn't have a privacy statement related to SMS messaging, you can use the following Microsoft-provided template completed with your company's information. This template includes relevant SMS terms and placeholders where you can insert links to your general terms and conditions, privacy policy, and help information.

Important

DISCLAIMER: This template is for informational purposes only and isn't intended as, and should not be substituted for, consultation with appropriate legal counsel and/or your organization's regulatory compliance team. This template is applicable only to approved uses of SMS from Azure Communication Services. Appropriate terms may vary depending on how you use this service and the nature of your business, and we recommend seeking legal counsel to ensure compliance with all applicable regulatory and legal obligations.

   TEMPLATE: SMS Terms of use
   
   [COMPANY NAME] TEXT MESSAGING TERMS OF USE
   
   By "Opting In" to or using a “Text Message Service” (as defined below) from [COMPANY NAME], you accept these Terms & Conditions. [IF APPLICABLE: THIS AGREEMENT IS SUBJECT TO BINDING ARBITRATION AND A WAIVER OF CLASS ACTION RIGHTS AS DETAILED BELOW.]
   
   This agreement is between you and [COMPANY NAME] or one of its affiliates. All references to "[COMPANY NAME]," "we," "our," or "us" refer to [COMPANY NAME], [COMPANY ADDRESS].
   
   DEFINITIONS
   
   "Opting In," "Opt In," and "Opt-In" refer to requesting, joining, agreeing to, enrolling in, signing up for, acknowledging, responding to, or otherwise consenting to receive one or more text messages.
   
   "Text Message Service" includes any arrangement or situation in which we send one or more messages addressed to your mobile phone number, including text messages (such as SMS, MMS, or successor protocols or technologies).
   
   CONSENTING TO TEXT MESSAGING
   
   By consenting to receive text messages from us, you agreed to these Text Messaging Terms and Conditions, as well as our [LINK TO GENERAL T&Cs] and [LINK TO PRIVACY POLICY], incorporated herein by reference.
   
   E-SIGN DISCLOSURE
   
   By agreeing to receive text messages, you also consent to the use of an electronic record to document your agreement. You may withdraw your consent to the use of the electronic record by replying STOP.
   
   [COMPANY NAME] TEXT MESSAGE SERVICE PRIVACY POLICY
   
   We respect your privacy. We only use information you provide through this service to transmit your mobile messages and respond to you. This includes, but isn't limited to, sharing information with platform providers, phone companies, and other vendors who assist us in the           delivery of mobile messages. Mobile information will not be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.       Nonetheless, we reserve the right always to disclose any information as necessary to satisfy any law, regulation or governmental request, to avoid liability, or to protect our rights or property. This Text Message Service Privacy Policy applies to your use of the Text Message       Service and isn't intended to modify our general [“Privacy Policy” OR RELEVANT NAME OF PRIVACY POLICY REFERENCED IN SECTION ABOVE], incorporated by reference above, which may govern the relationship between you and us in other contexts.
   
   COSTS OF TEXT MESSAGES
   
   We do not charge you for the messages you send and receive via this text message service. But message and data rates may apply, so depending on your plan with your wireless or other applicable provider, you may be charged by your carrier or other applicable provider.
   
   FREQUENCY OF TEXT MESSAGES
   
   This Text Messaging Service is for conversational communication between you and [COMPANY NAME]. We may send you an initial message providing details about the service. After that, the number of text messages you receive will vary depending on how you use our services and            whether you take steps to generate more text messages from us (such as by sending a HELP request).
   
   OPTING OUT OF TEXT MESSAGES
   
   If you no longer want to receive text messages, you may reply to any text message with STOP, QUIT, END, REVOKE, OPT OUT, CANCEL, or UNSUBSCRIBE. Opt-out requests are specific to each conversation between you and [COMPANY NAME]. After unsubscribing, we may send you                   confirmation of your opt-out via text message.
   
   CONTACT US
   
   For support, [EMAIL ADDRESS OR PHONE NUMBER AND, IF AVAILABLE, SUPPORT PAGE].
   
   [BINDING ARBITRATION, CLASS ACTION WAIVER, AND SEVERABILITY CLAUSES, IF APPLICABLE]

2.2 Use cases

• Content Type: Select the type of content you intend to send (such as Marketing or Customer Care).

• Sub-content Type: Choose a more specific content category if applicable.

• Sample Message: Provide sample messages that align with the campaign's use case. You can add multiple sample messages if needed by clicking Add Sample Message. The Sample Messages must include the following information:

  • Brand name
  • Opt-out language in at least one sample message
  • An embedded link in at least one sample message if "Yes" is selected for Embedded Link under Content Attributes

After completing the Use Case tab, click next to proceed to the Campaign and Content Attributes tab:

2.3 Campaign and content attributes

A. Opt-in/out and Help attributes

Fill in the campaign and content attributes as follows:

• Subscriber Opt-in: Select Yes or No to indicate if subscriber opt-in is required.

• Subscriber Opt-in Message: If Yes is selected, enter the message for subscribers to receive when opting into the campaign.

• Subscriber Opt-out: Select Yes or No to indicate if subscribers can opt out.

• Subscriber Opt-out Answer: If Yes is selected, enter the response message for subscribers to receive when opting out.

• Subscriber Help: Select Yes or No to indicate if subscriber help is available.

• Subscriber Help Answer: If Yes is selected, provide the message for subscribers seeking assistance.

  Tip

  PRO TIP: Make Opt-In/Out and HELP Messages Clear and Compliant

  Opt-in Message Requirements

  The Opt-In Message must include the following information:

  • Brand name
  • Message frequency disclosure (for example, "Msg frequency varies")
  • Message and data rates disclosure (for example, "Msg & data rates may apply")
  • Help information (for example, "send HELP for help")
  • Opt-out information (for example, "send STOP to unsubscribe")

  An example might look like this:

  Thank you for opting in to receive [type of messages] from [Brand Name]. Msg frequency varies. Msg & data rates may apply. Reply HELP for help. Reply STOP to opt out from receiving messages from this number. Send START to resume a conversation.

  Opt-out Message Requirements

  The Opt-Out Message must include the following information:

  • Brand name
  • Confirmation that the recipient will receive no further messages.

  An example might look like this:

  You have successfully opted out of messages from this [Brand Name] number. You'll receive no further messages. Reply START to resume. Msg & data rates may apply.

  Help Message Requirements

  The Help Message must include the following information:

  • Brand name
  • Support contact information (for example, an email address, phone number, or website)

  An example might look like this:

  Thank you for contacting [Brand Name] support. Please email us at [email address] for support. Reply STOP to opt-out from receiving messages from this number. Msg & data rates may apply.

Important

Only the keywords START, HELP, and STOP, QUIT, END, REVOKE, OPT OUT, CANCEL, UNSUBSCRIBE are monitored and enforced.

B. More attributes

• Direct Lending or Loan Arrangement: Indicate if the campaign involves any lending or loan arrangements.
• Embedded Link: Select Yes or No to indicate if embedded links are sent in messages. Public URL shorteners (bitly, tinyurl) aren't accepted. If selected, at least one sample message must include an embedded link.
• Embedded Phone Number: Select Yes or No to indicate if embedded phone numbers are sent in messages, excluding HELP contact. If selected, at least one sample message must include an embedded phone number.
• Age-gated Content: Select Yes or No to indicate if the content is age-restricted.
• Terms and conditions: Affiliate marketing isn't permitted on 10DLC numbers. Check the box to confirm that the campaign will not be used for Affiliate Marketing.

Once all fields are completed, click Next to proceed to the Review tab.

Important

Providing accurate information in the attributes section ensures compliance with regulatory requirements and reduces the risk of rejection.

2.4 Review and submit

Review all information on the Review tab and submit your campaign registration. Campaign registration may take 3 to 5 business days.

STEP 3: Check the status of brand and campaign registration

After submitting your brand and campaign registration, you can check the status in the Regulatory Documents blade. Follow these steps:

1. Open the Regulatory Documents Blade:

   • Go to the Azure Communication Services portal.
   • In the left navigation pane, select Regulatory Documents.

2. View Brand Status:

   • Under the Brand Registration section, locate your brand name.
   • The status displays as one of these:
     • Pending: Your brand registration is under review.
     • Approved: Your brand registration is approved, and you may proceed with campaign registration.
     • Rejected: Your brand registration was rejected. Review the reason provided, make any necessary updates, and resubmit.

3. View Campaign Status:

   • In the Campaign Registration section of the Regulatory Documents blade, find the campaign you submitted.
   • Campaign status options include:
     • Pending: Your campaign is under review.
     • Approved: Your campaign is approved, and you're authorized to start messaging.
     • Rejected: Your campaign was rejected. Check the details for the reason, make corrections, and resubmit as needed.

Using the Regulatory Documents blade to monitor the status of your brand and campaign registration enables you to stay informed and quickly address any issues to keep your messaging operations uninterrupted.

STEP 4: Link a phone number to an approved campaign

Once your campaign is approved, follow these steps to link a phone number to it:

1. Access the Phone Numbers Blade:

   • Go to the Azure Communication Services portal.
   • Select Phone Numbers from the left navigation pane.

2. Select the Phone Number:

   • Choose the phone number you want to associate with the approved campaign by clicking on it.

3. Set SMS Capability and Campaign:

   • Under Features, select Send SMS or Send and receive SMS as needed.
   • In the Campaign section, select the appropriate campaign ID from the dropdown list.

4. Save Changes:

   • Click Save to apply the settings.

Important

It may take several hours for the number to be fully associated with the campaign. Please check back after some time to confirm that the association is complete.

Next steps

Get started with sending SMS

Related articles

• Check SMS FAQ for questions regarding SMS.
• Familiarize yourself with the SMS SDK.
• Get an SMS capable phone number.
• Learn about SMS number types.