With the updated A2P 10DLC service for sending messages using 10-digit long codes in the United States, the allocation of message-sending throughput has been revised. Now, A2P 10DLC throughput in the U.S. is determined by factors such as your Brand type, Campaign type (use case), and Trust Score (for Standard Brands). This guide provides an overview of these changes and explains how throughput is distributed.

T-Mobile will also impose daily message limits toward their subscribers. This is separate from message sending throughput. See T-Mobile daily message limits for long code messaging with A2P 10DLC for details.

Throughput overview

SMS message sending speed is measured in message segments per second (MPS). Each segment contains up to 160 characters when encoded in GSM-7. If an SMS exceeds this limit or uses a different encoding, it may be split into multiple segments. For complete details, refer to the full specifications.

In the past, MPS for US long code numbers was set at a standard 1 MPS per number, shared across all mobile carriers. This rate is changing under the new A2P 10DLC service. Going forward, MPS throughput will be determined based on the sender’s Brand type, Campaign type (use case), and Trust Score (for Standard Brands).

What is a Trust Score?

A Trust Score is a score assigned during Standard Brand registration with The Campaign Registry (TCR – the 3rd party that administers the US wireless carriers’ new registration system). When an A2P Customer Profile registration for US 10DLC messaging is submitted, we send this information to TCR for review. CRM also submits the Brand for “secondary vetting,” which assigns a score from 0 to 100 and gives access to higher default throughput and message limits toward US mobile carriers.

The Standard Brand registration process uses a reputation algorithm to review specific criteria relating to your company, and then assigns a “Trust Score”. In short, the higher your Trust Score, the higher your messaging throughput (MPS). Note: Sole Proprietor and Low Volume Brands do not go through “secondary vetting”, and are not assigned a Trust Score. Throughput is fixed based on their corresponding use case. 

Trust Scores are static and do not automatically change over time.

T-Mobile will also impose daily message limits toward their subscribers. See T-Mobile daily message limits for long code messaging with A2P 10DLC for complete details.

What if I am not satisfied with my Trust Score? Can I appeal?

Low Trust Scores can result from the following:

• Data discrepancies in the information you submitted in your A2P registration, such as a different address than the one associated with your official business registration number (e.g. EIN).
• A small brand footprint

In general, smaller organizations and those with less business presence will receive lower scores. 

If you receive a low Trust Score, CRM will do our best to offer guidance on possible causes or resolutions for a low score. If this applies to you, please contact CRM support.

For more information about resubmitting brands, please see our product documentation on Resubmitting Standard/LVS Brands.

How is throughput (MPS) allocated for A2P 10DLC?

A set maximum MPS is granted for each of your registered campaigns (use cases). This MPS is shared across all US/Canada long code numbers allocated to your campaign, and all wireless carriers. Whether you choose to send messages over a single number to a specific carrier, or split up messages over a collection of local numbers to multiple carriers, the same MPS limit applies.

You will also need to factor in Account Based Rate Limiting, which is an upper MPS limit set at the account level, combined across all senders. For example, if you have an Account Based Rate Limit of 100 MPS, with three A2P 10DLC Campaigns approved on the same account for 75 MPS each, you’ll still be limited to 100 MPS combined across all Campaigns. This will not prevent you from sending at a combined 225 MPS to the CRM Messaging API in this scenario, but each message segment that exceeds that 100 per second will be placed in queue.

Specific Use Cases (what carriers call “Declared” Campaigns) may receive higher MPS for the same Trust Score than a “Mixed” or Marketing type Use Case.

For a full list of Use Case and Campaign types as defined by carriers, and their respective per-message fees and other considerations, see List of Campaign Types and Use Case Types for A2P 10DLC registration.

Is Toll-Free SMS throughput affected?

No. Toll-Free SMS remains unaffected by the throughput modifications outlined in this article and does not require compliance with the new campaign registration rules. By default, a US Toll-Free number supports a maximum of 3 messages per second (MPS) across all carriers in the US and Canada. If you need increased messaging capacity, you can reach out to our Sales team to request a higher throughput limit.

Is messaging to countries other than the United States affected?

No.

Current status of message throughput in A2P 10DLC

Your Trust Score (for Standard Brands) and the chosen Campaign type determine the message throughput for your long code numbers across AT&T, Verizon, and T-Mobile. Refer to the table below for detailed MPS (messages per second) limits based on your selected Campaign type.

Declared Use Cases: Message Throughput

A Declared use case means you have chosen one specific non-marketing use case (examples: 2FA, Account Notifications, etc.). For a full list, see List of Campaign Types and Use Cases.

*Your messages toward the US Cellular mobile network will be based on your major network throughput, up to a maximum of 8 MPS; your MPS toward all other minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be 1 MPS per phone number.

Mixed / Marketing Use Cases: Message Throughput

Customers who need to send messages for multiple purposes using the same set of numbers or for marketing can register under Mixed/Marketing use cases. These use cases are assigned different throughput levels compared to Declared use cases.

Please Note: In addition to the “Mixed / Marketing” use case, there is a separate Campaign use case designated as “Low Volume Mixed” – this option has a lower monthly fee than a standard Campaign, but is fixed at the lowest throughput tier below, regardless of your Trust Score.

*Your messages toward the US Cellular mobile network will be based on your major network throughput, up to a maximum of 8 MPS; your MPS toward all other minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be 1 MPS per phone number.

Sole Proprietor Use Cases: Message Throughput

Sole Proprietor Brands are available for individuals or small businesses without a tax ID sending low-volume messaging. Sole proprietor brands are limited to 1 Campaign, 1 phone number per Campaign, and a throughput limit of 1 MPS.  Sole Proprietor Campaigns do not have a Trust Score, and have a fixed throughput as well as limits of 1000 msg/day (T-Mobile) and 15 msg/minute (AT&T) per Campaign. If more throughput is desired, the business should be registered as a Standard Brand.

*Your messages toward all minor US carriers (small independent carriers comprising less than 5% of the overall mobile market share) will be 1 MPS.

** A Sole Prop Campaign can contain up to 1 US/Canada long code numbers. All numbers will share 0.25 MPS toward AT&T, but each number will get 1 MPS toward T-Mobile and 1 MPS toward Verizon. This adds up to a maximum of 2.25 MPS toward the major US networks.