10DLC Requirements for Brands and Campaigns

Registering Your Brand and Campaigns

You can register your brand and campaigns through Accent. This process involves associating campaign IDs with telephone numbers (TNs) via the Accent Dashboard, ensuring compliance with carrier-specific requirements.

Carrier Perspectives on Brands and Campaigns

AT&T: Focuses on the campaigns registered to each brand, setting throughput restrictions based on campaign type and use case. Different surcharges apply depending on the campaign class. Single-use case campaigns incur lower surcharges.

T-Mobile: Concentrates on the brand rather than individual campaigns, with a daily throughput allowance allocated to the brand. Multiple campaigns under one brand share this allowance. T-Mobile applies a single flat rate for surcharges.

Dedicated vs. Mixed Campaigns


Dedicated Campaign:

  • Pro: Non-compliant messaging affects only the specific campaign.
  • Con: Higher cost as each use case requires its own campaign.

Mixed Campaign:

  • Pro: Allows multiple use cases with a single campaign fee.
  • Con: Non-compliant messaging in one use case can suspend the entire campaign.

Low Volume Campaigns

Low-volume campaigns are the default option for non-A2P (Application-to-Person) messaging for customers currently using P2P (Person-to-Person) messaging from business lines for general customer service purposes. These campaigns are recommended for small businesses sending fewer than 15,000 messages monthly across all carriers. They are ideal for non-time-sensitive messages and are limited to 75 SMS message segments per minute on the AT&T network. T-Mobile allows up to 2,000 messages per day per brand. Note: Vetting does not increase throughput for these campaigns.

Standard Use Cases

Each campaign has an initial 3-month commitment. After October 6, 2022, this does not apply to political campaigns. Standard use cases are automatically approved, including:

  • 2FA: One-time passcodes, authentication, or verification.
  • Account Notifications: Standard notifications for account holders.
  • Customer Care: Interactions such as account management and support.
  • Delivery Notifications: Product or service delivery status.
  • Fraud Alert Messaging: Notifications about potentially fraudulent account activity.
  • Higher Education: Messages from educational institutions (not for “free to the consumer” models).
  • Low Volume Mixed: Multiple use cases with low messaging throughput.
  • Marketing: Promotional content like sale notifications and discount codes.
  • Mixed: Campaigns with 2 to 5 standard use cases.
  • Polling and Voting: Non-political surveys and polls.
  • Public Service Announcement: Raising awareness about important issues.
  • Security Alert: Notifications about compromised system security.

Specialty Use Cases

Require additional approvals, which may take time:

  • Carrier Exemptions: For pre-agreed campaigns; contact your Accent Account Manager.
  • Charity: Communications from registered charities (501c3).
  • Proxy: Peer-to-peer app-based group messaging with pooled numbers.
  • Sweepstakes: Gambling and sweepstakes messaging.
  • Emergency Services: Public safety notifications during emergencies.
  • Agents, Franchises, Local Branches: Brands with multiple localized numbers.
  • Large CSP Free Trial: Controlled category for pre-approved Campaign Services Providers.
  • Political Messaging: Efforts to influence decision-making, must be verified.
  • Social Engagement: Communication between public figures/influencers and their communities.
  • Sole Proprietor: Limited to customers without an EIN/Tax ID, restricted to 1,000 messages a day to T-Mobile. Accent does not support this use case currently.


To receive higher throughput, ensure brand information is accurate. Additional vetting is available but does not guarantee a higher tier.


AT&T Specifications

Campaign Class Use Case Campaign Type SMS MPM MMS MPM Rate Limit Settings
A & B Russell 3000 Standard 4500 2400 Per campaign
C & D Large Business Standard 2400 1200 Per campaign
E & F Medium Business Standard 240 150 Per campaign
T Small Business Standard 75 50 Per campaign
W Very Small Business/Sole Proprietor Standard 15 50 Per campaign
Not Tagged/No Class Untagged traffic after grace period Treated at P2P rates Treated at P2P rates Per number
G Proxy Special 60 50 Per number
K Political Messaging Special 4500 2400 Per campaign
N Agents, Franchises, Banks Special 60 50 Per number
P Charity (Nonprofit 501(c)(3)) Special 2400 1200 Per campaign
S Social Media Platform Special 60,000 TBD Per campaign
X Govt Emergency/Public Safety Special 4500 2400 Per number
Y K-12 Schools Special 720 50 Per number
Z Platform Free Trial Special 6 50 Per number

*Class S requires “double opt-in” consent from customers and carrier approval. *Class N requires a minimum of 10 agents/branches per campaign. *Class W is limited to 1 TN per campaign.

T-Mobile Daily Brand Limits

Daily Bucket Maximums include T-Mobile, Sprint, and their MVNOs. The limit is shared across all campaigns under a brand. Exceeding the daily limit results in error code 780/4780.

To increase the Risk Qualification Score, go through Third Party Vetting. Daily brand cap resets at midnight PST.

Brand Tier Vetting Type Score Bucket Range Maximum
High-Performance Default 75 200,000
Low-Performance Default 0-24 2,000
High 3rd Party 3rd Party 75-100 200,000
Upper Mid 3rd Party 50-74 40,000
Lower Mid 3rd Party 25-49 10,000
Low 3rd Party 0-24 2,000
Special N/A Discretionary Discretionary


For questions, open a ticket with the Accent Support Team.