If you’re a small to medium-sized retail business—like a mattress store, furniture outlet, or flooring shop—looking to expand your customer reach, you’ve probably heard about SMS and MMS marketing. Texting has quickly become an essential way to connect with both prospective and existing customers, offering near-instant access to inboxes and high open rates. Yet, there’s a new frontier in the world of SMS: 10DLC Compliance (10-digit long code).
In this two-part guide, we’ll explore what 10DLC is, why compliance matters, how The Campaign Registry (TCR) fits into the puzzle, and what you need to do to ensure your text messaging campaigns meet industry standards. By understanding these guidelines, you’ll not only protect your brand’s reputation but also bolster customer trust—helping your business stand out in a competitive retail market.
Part 1: Understanding 10DLC and Its Importance for Retailers
What is 10DLC?
The Basics of 10-Digit Long Codes
10DLC (short for 10-Digit Long Code) is a dedicated local phone number format commonly used for business text messaging in the United States. Unlike traditional shared short codes (five- or six-digit numbers) or toll-free numbers, 10DLC lines are tied to a specific brand, making it easier for carriers to regulate and track messaging activity.
With 10DLC, businesses can send large volumes of SMS or MMS messages while maintaining better deliverability and higher throughput than standard long codes intended for person-to-person texting. Plus, 10DLC numbers are typically more recognizable to customers as local or regional phone numbers, which can encourage higher engagement rates.
How 10DLC Impacts Your Retail Business
For businesses such as mattress stores, furniture outlets, and flooring showrooms, 10DLC offers a powerful way to engage customers with promotions, order updates, appointment reminders, and more. With 10DLC, it’s possible to:
- Send Bulk Texts Legally and Efficiently – Maintain compliance and stay on carriers’ good sides while delivering higher volumes of messages.
- Enhance Brand Recognition – A local phone number helps you appear more relatable and trustworthy to nearby shoppers.
- Improve Deliverability – Messages sent via 10DLC typically have fewer carrier blocks and delays compared to unregistered or shared short codes.
However, compliance is critical. If you don’t follow the rules, carriers can block or filter your messages, resulting in lost sales, frustrated customers, and potential fines.
Why 10DLC Compliance Matters for Small and Medium Retailers
The Rise of Messaging Regulations
Text messaging’s soaring popularity in business communications has triggered tighter regulations by carriers and industry bodies. The goal is to curb spam, phishing attempts, and other deceptive or harmful practices. With 10DLC, carriers demand that each business “brand” and “campaign” be registered and verified. This registration process makes it easier to identify who is sending what, effectively reducing unwanted or fraudulent messages.
Avoiding Hefty Penalties and Service Interruptions
In the highly competitive retail space, continuity is key. Imagine running an SMS campaign for a new furniture sale only to find that your messages never reached your subscribers because a carrier blocked them. Non-compliance can lead to:
- Blocked or Filtered Messages – Carriers are more likely to flag non-registered or suspicious-looking SMS campaigns.
- Increased Costs – Fines or additional fees can add up, especially if you’re repeatedly flagged for non-compliant messaging.
- Reputational Damage – If your customers suspect spam, they might unsubscribe and share negative feedback about your brand.
Ultimately, compliance with 10DLC helps protect your revenue stream and your credibility in the marketplace.
Boosting Consumer Trust
Today’s customers demand authenticity and transparency. By using a properly registered 10DLC number:
- You build trust through a local presence.
- Consumers can easily verify that texts are coming from a legitimate, recognized brand.
- Your marketing efforts align with industry standards, signaling a higher level of professionalism and reliability.
Understanding The Campaign Registry (TCR)
The Role of TCR
The Campaign Registry (TCR) is a centralized system designed to support 10DLC messaging compliance. Carriers and messaging providers use TCR to verify business information, campaign use cases, and other relevant data. By collecting this information in one place, TCR ensures better oversight and transparency for all parties involved, helping carriers distinguish legitimate campaigns from spam or fraudulent messages.
Who Needs TCR Registration?
Any business that wants to send Application-to-Person (A2P) text messages over a 10DLC line must register with TCR. This includes small and medium retailers, no matter their specialty:
- Mattress Stores promoting weekend sales.
- Furniture Outlets announcing clearance events or new product lines.
- Flooring Dealers sharing appointment confirmations or promotional offers.
Whether you send hundreds or thousands of messages, registration is mandatory.
Key Information Required
During TCR registration, you’ll typically need to provide:
- Business Details – Legal name, address, employer identification number (EIN), or other identifying details.
- Use Case – The reason you’re sending messages (e.g., marketing promotions, customer service notifications, appointment reminders, etc.).
- Campaign Details – Information such as estimated message volume and sample messages to show carriers that your campaign adheres to guidelines.
Brand Registration and Campaign Approval
Step-by-Step Brand Registration
- Choose a 10DLC Service Provider – In many cases, you’ll register your brand directly through your SMS service provider, such as First Direct.
- Gather Your Documentation – Ensure you have your business’s legal name, address, and tax information ready.
- Submit Brand Information – This data will be used to verify your identity and ensure you’re recognized as a legitimate business entity.
- Await Brand Approval – TCR or your provider will review your submission. Once approved, you can proceed to campaign registration.
Submitting Your Campaign
After your brand is verified, the next step is campaign registration. You’ll need to:
- Identify Your Use Case – TCR often categorizes campaigns based on purpose, such as marketing, notifications, two-factor authentication, etc.
- Share Your Messaging Flow – Provide sample messages, and indicate how customers opt in or out, ensuring compliance with consumer protection requirements.
- Check for Restricted Content – Certain categories (e.g., adult content, illegal gambling) are disallowed or require special permissions. Make sure your campaign doesn’t violate these guidelines.
- Obtain Approval – After review, carriers either approve your campaign or request changes for compliance. Once approved, you’ll be ready to start messaging.
The Time Frame for Approval
In general, brand and campaign approvals happen within a few days, but it can take longer if additional information or clarifications are required. The process might be expedited for urgent cases, but planning ahead is crucial—especially when you’re launching time-sensitive promotions, like a seasonal mattress sale or a limited-time furniture clearance event.
Common 10DLC Campaign Types
10DLC campaigns are typically categorized by their primary function. For retailers, some of the most common campaign types include:
- Promotional Campaigns – Sending discounts, offers, and product announcements.
- Transactional Campaigns – Sharing updates about orders, shipping details, and appointment reminders.
- Customer Service Campaigns – Communicating with customers one-on-one to resolve queries or complaints.
- Mixed Campaigns – Combining both marketing and transactional messages (though these can be subject to stricter review by carriers).
By correctly identifying your campaign type, you ensure that your communications strategy aligns with TCR and carrier guidelines—reducing the risk of blocked messages.
Stay tune for Part 2: 10DLC Best Practices, Compliance Requirements, and How First Direct Can Help
