10DLC brand registration is the identity filing that places a legal entity into The Campaign Registry (TCR) for Application-to-Person (A2P) SMS on 10-Digit Long Codes (10DLC). The brand record is not a campaign. It is the sender file that every campaign must attach to.
TCR assigns a trust score from 0 to 100 after the brand lands. That score influences review path and throughput. Carriers keep final discretion.
What the Brand File Contains
- Legal entity name
- Employer Identification Number (EIN) or accepted sole-proprietor identifier
- Website URL
- Business address
- Authorized email and phone
- Industry vertical
- Optional D-U-N-S number and other identity supports the Campaign Service Provider (CSP) accepts
The legal name must match tax and state records. Doing-business-as names belong in the fields the CSP provides for them. Do not replace the legal name with a marketing brand.
Brand Versus Campaign
Brand registration answers who is sending. Campaign registration answers what is being sent.
A brand can support multiple campaigns. A campaign cannot stand without an approved or accepted brand reference. Filing only the brand leaves US 10DLC A2P unregistered.
Trust Score Bands
Platform documentation groups outcomes this way:
- Below 50: manual review, often 7–10 business days, constrained throughput
- 50–74: automated review with spot checks and moderate throughput
- 75–100: automated path and higher throughput, associated with up to 4,500 messages per minute per campaign at the top band
Those throughput figures are carrier-controlled. They are not a platform promise.
Score drivers commonly include verification completeness, public reputation, sending history, use-case risk, and documentation quality. A preflight simulator can estimate those weights. TCR issues the live score.
Brand Rejection Patterns
Frequent brand failures include:
- EIN that does not match the legal name
- Domain that does not match the entity
- Website with no contact path
- Privacy or terms pages that omit SMS
- Vertical that contradicts the live business
- Sole-proprietor data filed as a standard brand, or the reverse
Correct the public identity first. Then submit. Changing the legal string after submit creates a second mismatch.
Brand Registration Fee
Industry TCR charges commonly cited for a standard brand are about $4 one-time per entity. Enhanced vetting can add a larger one-time fee. CSP invoices may bundle or mark up that charge. Confirm the live CSP quote.
Brand fees are not mytcrplus.com fees. The platform does not file the brand as CSP of record.
Timeline
Clean brand filings often complete in 1–3 business days. Manual review after a low trust score extends that window. Identity disputes can add further days.
Do not submit campaigns that depend on a brand still in a rejected state. Repair the brand first.
FAQ
What is 10DLC brand registration?
It is the TCR identity record for the legal sender of US 10DLC A2P traffic.
Is there an A2P 10DLC brand registration fee?
TCR standard brand fees are commonly cited near $4 one-time. Enhanced vetting and CSP markup change the invoice.
Can one brand cover every campaign?
One brand can parent multiple campaigns. Each distinct program still needs its own campaign record.
Disclaimer
Mytcrplus.com provides tools and templates to support compliance efforts but does not provide legal advice. Compliance requirements vary by industry, jurisdiction, and use case. You are responsible for ensuring your messaging practices comply with applicable laws, obtaining appropriate consent from recipients, and monitoring ongoing compliance as regulations evolve. Consult legal counsel if you are unclear about your specific compliance situation.
MYTCRPLUS.com is not affiliated with The Campaign Registry. TCR and The Campaign Registry are trademarks owned by The Campaign Registry. The use of TCR is nominative use only.