A2P 10DLC - Campaigns, Trust Scores, and Rate Limits

What is a campaign and what is the difference between the brand and the campaign? 

The brand is meant to register your organisation with the Campaign Registry (TCR), the Reputation Authority for registering A2P 10DLC messaging campaigns, providing contact information and the type of business. 

The campaign aims to describe the intended manner in which text messages are to be used in the US. You will have to provide samples of the messages you send, explain how you gather the client's consent, and your opt out management. 

Each phone number used for messaging must be linked to a campaign. Note that one number can only be registered for one campaign, but you can register several campaigns if you need to account for various types of text message usages.

To learn more about how to register, see this knowledge base article.

What are the different types of campaigns and how should I choose them? 

The campaign registration will let you choose the relevant use case you want to account for. There are 3 elements to take into consideration when choosing your use case: 

• Choose the use case that suits your messaging usage as closely as possible, as carriers will filter messages that do not fit into the registered use case
• Depending on the use case, the throughput allowed can be higher, see the end of this article for more information
• Depending on the use case, the recurring fees can be higher. See below. 

The different use cases possible are the following: 

• Low Volume - $2 monthly fees. 

This option is best for brands that have multiple use cases and have low messaging throughput needs. Examples include demo accounts and small businesses (e.g. single dental office, donut shop, etc.) You will have to declare sub use cases.

• Mixed - $2 monthly fees. 

This option is best for brands with regular and various usage without specific needs for high throughput. You will have to declare sub use cases. This is a by default choice for aircall clients.

• Standard Use Cases - $10 monthly fees.
  • Customer Care: All customer care interaction, including but not limited to account management and customer support.
  • Marketing: Any communication that includes marketing and/or promotional content.
  • 2FA: Any authentication, verification, or one-time passcode.
  • Account Notifications: Standard notifications for account holders relating to, and being about, an account.
  • Delivery Notifications: Notifications about the status of the delivery of a product or service.
  • Fraud Alert Messaging: Notifications regarding potential fraudulent activity on a user's account.
  • Higher Education: Messaging created on behalf of Colleges or Universities, including School Districts and education institutions.
  • Polling and Voting: The sending of surveys and polling/voting campaigns for non-political arenas.
  • Public Service Announcement: Informational messaging to raise an audience's awareness about important issues.
  • Security Alert: A notification that the security of a system, either software or hardware, has been compromised in some way and there is an action you need to take.

• Special use cases:
  • Special Use Cases are campaigns that may qualify for increased messaging throughput and/or special carrier fees (compared to standard use cases). Special use cases are: Charity, Emergency, Political, or Sweepstakes. They are sensitive or critical in nature and require additional approval processes.

We do not expect any Aircall customers to require special use cases. Please contact our support team if you believe this applies to your organization.

What is the throughput and how does the Trust Score affect rate limits ?

The throughput is the number of SMS you can send per second to the carriers. Message sending throughput for SMS is measured in message segments per second (MPS).

Trust Score is a score assigned when your Brand is registered with The Campaign Registry. Trust Scores are grouped into several levels, from lowest to highest. Your Trust Score, combined with the type of your campaign, will determine your message throughput.

An additional 'secondary vetting' option is available ($40) if you have specific throughput needs. Contact support if needed.

Your maximum Trust Score without the additional vetting option will be 49 (or 4 MPS per the tables below).

STANDARD → “Low Volume Mixed” Use Case Message Throughput:

Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be based on the MPS rate you receive toward each major network, with a maximum of 10 MPS.

STANDARD → Mixed / Marketing Use Cases Message Throughput:

Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be based on the MPS rate you receive toward each major network, with a maximum of 10 MPS.

STANDARD → Declared Use Cases Message Throughput:

Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be based on the MPS rate you receive toward each major network, with a maximum of 30 MPS.

For information on verifying Toll-Free US/Canada numbers for messaging compliance, please review this article: Messaging Compliance for Toll-Free US/Canada Numbers