TCR 101: Complete Guide to The Campaign Registry

Master the fundamentals of TCR registration, 10DLC compliance, and carrier approval processes

Understand TCR Framework

Learn Registration Process

Optimize Trust Score

Launch Compliant Campaigns

What is TCR?
Understanding 10DLC
Registration Process
Trust Scores
Campaign Use Cases
Carrier Requirements
Common Mistakes
Next Steps

What is The Campaign Registry (TCR)?

The Campaign Registry (TCR) is the industry-authorized entity that manages 10DLC (10-Digit Long Code) brand verification and campaign approval for Application-to-Person (A2P) messaging in the United States. Established under CTIA guidelines and operated through carrier agreements, TCR validates sender identity and assigns trust scores that determine message throughput and approval likelihood.

Why TCR Exists

TCR was created to reduce spam and fraud in business messaging while enabling legitimate organizations to reach customers effectively. By requiring brand verification and campaign approval, TCR helps carriers distinguish between legitimate business communications and unwanted spam.

Key Terms

Term	Definition	Business Impact
10DLC	10-Digit Long Code messaging framework for business communications	Enables higher throughput than shared short codes
Brand Registration	Process of verifying business identity with TCR	Required before campaign creation; affects trust score
Campaign	Specific messaging use case registered with TCR	Determines message content rules and throughput limits
Trust Score	TCR-assigned rating (0-100) based on brand verification	Higher scores enable faster approval and increased throughput

Understanding the 10DLC Framework

10DLC messaging requires all commercial senders to register their brand and campaigns with TCR before sending messages. This framework applies to all Application-to-Person (A2P) messaging in the United States, including marketing, notifications, alerts, and customer service communications.

CTIA-Mandated

The Cellular Telecommunications Industry Association established 10DLC requirements as industry standard

Carrier-Enforced

T-Mobile, AT&T, and Verizon enforce 10DLC through message filtering and throughput controls

Industry-Wide

All messaging service providers must comply with 10DLC requirements

Business Impact of Non-Compliance

Messages sent without proper 10DLC registration face significant delivery issues:

Message blocking or filtering
Severe throughput throttling (1 message/minute or less)
Sender reputation damage
Potential service suspension

TCR Registration Process

TCR registration involves two distinct phases: Brand Registration (verifying business identity) and Campaign Registration (defining specific messaging use cases). Both are required before sending commercial messages.

Phase 1: Brand Registration

1

Business Verification: Provide legal business name, EIN/Tax ID, business type, and registration details
2

Contact Information: Submit business address, phone number, and authorized representative contact
3

External Verification: TCR validates information against DUNS database and public business records
4

Trust Score Assignment: TCR assigns score (0-100) based on verification results and reputation signals

Phase 2: Campaign Registration

1

Use Case Selection: Choose appropriate category (marketing, mixed, customer care, etc.)
2

Sample Messages: Provide representative examples of actual message content
3

Opt-In Process: Describe how customers consent to receive messages
4

Carrier Review: T-Mobile, AT&T, and Verizon review and approve campaign details

Timeline Expectations

Brand Registration: 1-3 business days (automated); 5-10 days (manual review)

Campaign Registration: 1-10 business days depending on trust score and use case complexity

Understanding Trust Scores

Trust scores are TCR's primary mechanism for determining brand credibility and campaign approval likelihood. Scores range from 0-100, with higher scores enabling faster approvals and increased message throughput.

Score Range	Approval Likelihood	Throughput Limit	Review Process
75-100	High (>95%)	Up to 4,500 msg/min	Automated approval
50-74	Medium (70-90%)	Up to 600 msg/min	Automated + spot checks
25-49	Low (40-60%)	Up to 60 msg/min	Manual review required
0-24	Very Low (<30%)	Blocked pending review	Manual + carrier escalation

Trust Score Improvement Strategies

Obtain DUNS Number: Adds 10-15 points through enhanced business verification
Age Business Domain: Older domains (6+ months) demonstrate business stability
Build Online Reviews: 4+ star average across review platforms
Start Conservative: Begin with low-risk use cases (2FA, notifications) before marketing

Campaign Use Cases

TCR defines specific use case categories that determine campaign approval requirements, throughput limits, and content restrictions. Selecting the appropriate use case is critical for approval success.

📢

Marketing

Promotional content, sales offers, product announcements (highest scrutiny)

🔔

Customer Care

Support communications, account notifications, service updates

🔐

2FA

Authentication codes, login verification (fastest approval)

📋

Mixed

Combination of multiple message types (requires detailed justification)

🚨

Emergency

Critical safety notifications (special approval process)

Need Help Selecting Your Use Case?

Use our interactive tool to find the optimal TCR use case for your messaging needs

Use Case Selector Tool

Carrier-Specific Requirements

While TCR provides the foundation for 10DLC registration, each major carrier (T-Mobile, AT&T, Verizon) has additional requirements and enforcement policies that affect message delivery and approval success.

T-Mobile Requirements

Mandatory DUNS-verified brand registration
Strict SHAFT content enforcement (Sex, Hate, Alcohol, Firearms, Tobacco)
Real-time filtering with immediate throttling for violations

AT&T Requirements

ML-based spam detection with behavioral analysis
Enhanced scrutiny for financial services and crypto content
Graduated enforcement (warning → throttling → suspension)

Verizon Requirements

EIN/Tax ID verification required for all registrations
Heightened scrutiny for debt collection and legal services
Volume spike monitoring with automatic suspension triggers

Common Registration Mistakes

Critical Mistakes to Avoid

These errors cause 80% of TCR rejections and can delay approval by weeks:

Inconsistent Business Information: Name, address, or EIN mismatches between TCR and public records
Vague Sample Messages: Generic or placeholder content instead of actual message examples
Inadequate Opt-In Description: Unclear or incomplete consent capture process description
Wrong Use Case Selection: Choosing marketing when customer care is more appropriate
Missing TCPA Compliance: No clear opt-out mechanism or frequency disclosure