A2P 10DLC: Trust Scores and messaging limitations

When sending SMS through A2P10DLC (Application-to-Person 10-digit long code), your Trust Score and campaign type determine how many messages you can send per second, as well as total daily. This rate, known as throughput, is measured in message segments per second (MPS).

Understanding Trust Scores

When your Brand is registered as Standard with The Campaign Registry (TCR), it receives a Trust Score. This score is grouped into levels from lowest to highest and directly impacts the throughput available for your campaign type. Low-volume brands do not receive a Trust Score and will have the lowest throughput. Low-volume brands can be increased to Standard via secondary vetting.

• The higher your Trust Score, the higher your throughput.
• Your maximum Trust Score without the optional secondary vetting is 49 (which equals 4 MPS, depending on campaign type).
• Secondary vetting is available for $40 if you need higher throughput. Contact the Customer Support team if you would like to request this option.

When sending SMS through A2P 10DLC, your Trust Score, brand/campaign type, and use case determine how many messages you can send. Two important factors define your capacity:

• Throughput: measured in message segments per second (MPS).
• Daily caps: measured in message segments per day.

You can use this Messaging segment calculator to see how many segments your messages would be.

Note: Customers cannot access or influence their trust score, but this score determines their SMS sending limits.Contact our Customer Support team to find our about your actual score.

Throughput by campaign type

Throughput (MPS) varies based on both your campaign’s use case and your Trust Score.

Standard Brand : Low volume use case

Standard Brand: Mixed and marketing use cases

Standard Brand: Declared single-use cases

T-Mobile daily message limits based on Trust Score

The limits that T-Mobile will offer based on your Trust Score are shown below. Please note these are applied at the Brand level.

Low volume Brand vs Standard Brand

The daily messaging limits also depend on whether your Brand is categorized as Low Volume or Standard.

Important: These figures represent daily messaging caps across networks. Your Trust Score and campaign type still affect per-second throughput (MPS).

Aircall-specific rate limits

Aircall is dedicated to providing a reliable and compliant SMS experience for your business. To maintain the quality of our service and prevent misuse, certain volume restrictions on SMS messaging exist. This article details the limits and helpful information so that you can get the most out of business messaging with Aircall. To see more information, please Aircall SMS messaging limits article. 

Forbidden use cases for SMS and MMS in the United States and Canada

When using Aircall to send SMS or MMS in the United States or Canada, there are strict restrictions on the type of content that can be sent. Messages that fall under the categories below may be filtered or blocked. These restrictions apply to the content of the message and also to the nature of the business sending it.

Forbidden message categories

The following types of content are not permitted when sending SMS or MMS through short codes, toll free numbers, or long codes.

Important: Messages that include these types of content are subject to carrier filtering and may not be delivered. Repeated violations may lead to suspension of your SMS and MMS capabilities.

Non-compliance fees

Mobile carriers may charge non-compliance fees when messages fail to meet their messaging standards. A Severity Zero (Sev 0) violation represents the most serious type of breach, posing the greatest risk to consumers and resulting in the highest escalation level from the carrier toward Aircall. Sev 0 rules extend to all products that rely on mobile carrier networks, including SMS, MMS, Short Code, Toll-Free numbers, and 10DLC. Sev 0 violations fall into three tiers, and each incident is billed separately.

Tier Breakdown