A2P 10DLC registration for contractors who text customers

What 10DLC is and why contractors need it

10DLC stands for 10-digit long code: an ordinary local phone number used to send application-to-person (A2P) text messages, the kind a business sends from software rather than from a personal phone. US carriers require businesses that text this way to register who they are (the brand) and what they send (the campaign). Unregistered business traffic is likely to be filtered or blocked.

For a service company, that covers appointment confirmations, on-my-way texts, missed-call replies, estimate follow-ups and review requests sent from your phone system, field service software or texting app. The registration itself is handled through a campaign service provider, which is usually the platform you already text from. The Campaign Registry states that direct registration is not available for brands; providers register brands and campaigns on their behalf^[1].

The payoff is real. Eight in ten US adults say they generally do not answer cellphone calls from unknown numbers, and only 19% say they generally do^[3]. A registered text from your business number is often the only message a new customer will actually read.

Step by step: brand and campaign

1. 01

   Gather your business details

   Your provider will typically ask for the legal business name exactly as registered, tax ID, business address, website, and a contact name, email and phone. Use the same legal name everywhere; a mismatch with tax records is a common reason for delays.

2. 02

   Fix your website first

   Reviewers check that the website matches the brand. Make sure it shows your legal or trading name, a physical address or service area, a phone number and a privacy policy that mentions text messaging.

3. 03

   Submit the brand

   Your provider sends the brand details for verification. If your business has no tax ID, ask about options for sole proprietors; they usually come with tighter limits.

4. 04

   Choose the campaign use case

   Pick the use case that matches what you send most, such as customer care, account notifications or mixed. If you will send marketing texts, say so; marketing hidden under a customer care campaign is a frequent reason for filtering later.

5. 05

   Describe the campaign

   Write two or three plain sentences: who receives texts, why, and how often. Example wording: “[Company] texts customers who book service or contact us, with appointment confirmations, technician arrival updates and replies to their questions.”

6. 06

   Describe how customers opt in

   Explain each way people agree to texts: a checkbox on the booking form, a spoken script on the phone, or texting you first. Include the exact consent wording and where it appears.

7. 07

   Add sample messages

   Provide two to five messages exactly as you will send them, each with your company name and opt-out wording where appropriate.

8. 08

   Wait for approval before sending

   Do not launch on the number until the campaign is approved. Messages sent during review are more likely to be filtered and can hurt your standing.

Opt-in wording that reviewers accept

CTIA's Messaging Principles and Best Practices say a call to action should make sure consumers know the program or product description, the number messages will come from, the identity of the business, clear language about opt-in and any fees, and other terms such as how to opt out, customer care contact details and the privacy policy^[2]. Opt-in details should not be buried in terms and conditions.

For phone bookings, give CSRs a spoken version: “Can we text you appointment updates at this number? You can reply STOP any time.” Record the answer in the customer record. CTIA also expects one opt-in per campaign and per sender, so consent collected for your appointment texts does not cover a partner's offers^[2].

Sample messages that pass review

• Confirmation: “[Company]: You're booked for Tuesday, 1–3 p.m., for AC repair at 12 Oak St. Reply C to confirm or call [number] to change. Reply STOP to opt out.”
• On the way: “[Company]: Marcus is on his way and should arrive in about 25 minutes. Reply STOP to opt out.”
• Missed call: “[Company]: Sorry we missed your call. Reply with your address and what's going on, or call [number]. Reply STOP to opt out.”
• Estimate follow-up: “[Company]: Your roof estimate is ready. Reply with any questions or call [number]. Reply STOP to opt out.”

Each sample names the business, relates to a service the customer asked for and shows how to opt out. Avoid samples with exclamation-heavy offers, all capitals or vague placeholders like “[message here].”

Why texts still get filtered

• Content that does not match the registered campaign, such as promotions sent under a customer care use case.
• Public link shorteners. CTIA says that where a shortener is used, it should have a web address and IP addresses dedicated to the sender, and linked sites should clearly identify the business^[2]. Use your own domain.
• Sudden volume spikes, such as texting your entire customer list at once for a seasonal promotion.
• High opt-out and spam-report rates, usually from texting people who did not expect it.
• Missing business name, which makes messages look like phishing.
• Texting numbers from purchased or shared lists, which CTIA says senders should not use^[2].

If texts stop arriving, ask your provider for delivery error codes before changing anything. The codes usually show whether the problem is registration, content or a specific carrier.

Consumers are wary of unwanted contact

Carriers filter aggressively because consumers push back on unwanted messages. The FTC's National Do Not Call Registry had 259 million active registrations as of September 30, 2025^[4]. A contractor's appointment confirmations are not telemarketing, but carriers judge traffic by how people react to it. Keep texts relevant, expected and easy to stop.

Example: a roofing company's registration

Example: a fictional roofing company's first campaign was rejected. Its website listed a trade name different from its legal name, the privacy policy did not mention texting and the sample messages contained a storm-season discount under a customer care use case. The company added its legal name to the site footer, updated the privacy policy, removed the promotion from the samples and described the booking form checkbox. The resubmitted campaign was approved, and confirmations and on-my-way texts began delivering normally.

Give one person ownership

Registration problems usually start when nobody owns texting. The office manager sets up the phone system, the marketing agency adds a promotion tool, the field service app sends its own reminders, and each one texts customers from a different number under a different registration. Name one person who keeps a simple list of every tool that texts customers, the number it sends from, the campaign it is registered under and who can change its templates. That person approves new templates, checks them against the registered samples and watches the monthly delivery and opt-out figures. When a vendor asks for access to text your customers, the request goes through them first.

After approval

1. Keep a copy of the approved description and samples, and check new templates against them.
2. Register a separate campaign before starting marketing texts.
3. Monitor delivery rates and opt-outs monthly.
4. Update the registration if your business name, website or use changes.

With registration done, you can set up missed-call text back and review the TCPA rules for calling and texting customers. This guide is general information, not legal advice.