Dear Reader:
When it comes to short, sweet communications with crazy high odds of being read—almost instantly, no less—text messaging wins, hands down. We’re talking 98% opened within minutes. Emailers would die to get that kind of response!
The three types of text messaging (short code, long code, and toll-free) have unique advantages; but if all else were equal I’d probably go with long code most of the time. The common ten-digit number (hence 10DLC) just looks so much like our friend suggesting we meet for a drink…our boss who’s running late…or a note from the kids’ coach. Especially when it’s the same area code as your own. It just feels more personal.
Of course, not all else is equal.
As with a lot of new technology, messaging has had, er, growing pains (we’ve adopted 10DLC so quickly, it’s hard to believe it’s all of five minutes old!). An d like all new things involving tech and communications, businesses tend to overdo it, bad actors find ways to monetize it, consumers rip their hair out, and the FCC starts legislating. In the case of 10DLC, the carriers decided to jump in and create their own regulations before the FCC could move to take control.
Did I mention growing pains? Having the carriers create the 10DLC approval process has been a bit like a large, dysfunctional family trying to decide where to go for dinner—the carriers enacted some rules and hired The Campaign Registry to manage the approval process, but each carrier charges different fees for different things and it all keeps evolving as they think of new things. Meanwhile, the actual approvals are handled somewhat unevenly by the direct connect aggregators (DCAs) who sit between your provider and the carriers. Sounds messy? Don’t blink!
It’s not much wonder the average marketer or other communications professional has been *a bit* frustrated. You think you’ve nailed it, and then it all changes again. Your sparkly new campaign gets rejected and you don’t know why. It’s almost enough to quit trying.
But 98%. Opened within minutes…
Fortunately, we seem to be nearing the end of long code’s adolescence and things are settling down. It’s still work, but it’s manageable. And, The Campaign Registry has now made it easy to switch to a new provider if you’re not getting the help you need. (Commio’s always happy to help!)
Starting December first (2024), all long code campaigns must be registered, quite possibly even test messages; so the time to master the requirements is now. B ut I am confident that if you follow everything covered in this ebook, your 10DLC campaigns will be on their way. So let’s get started!
See also: Introduction | Planning | 10DLC Infographic | Building Opt-in Lists | Registering Your Brand | Writing Your Message(s) | Registering Your Campaign(s) | Reviewing Campaign Success
