10DLC campaign
What is 10DLC campaign?
A 10DLC campaign is the second step of A2P 10DLC registration — describing one specific category of messaging use case (marketing, 2FA/OTP, account notifications) a registered brand plans to send, submitted separately per use case since each carries its own throughput and carrier trust score. A business with multiple distinct messaging use cases typically registers multiple campaigns under one brand, rather than one broad campaign covering everything.
More detail
Carriers vet a campaign based on its declared use case and sample message content, and using a registered campaign for a different kind of content than what was submitted is a common cause of subsequent filtering.
Campaign-level throughput and trust score are separate from the parent brand's trust score, so a single strong brand can still have one high-throughput campaign and one lower-throughput campaign depending on each use case's own vetting.
Frequently asked
- Does one 10DLC campaign cover every type of message a business sends?
- No — each distinct use case (marketing, OTP, account notifications) typically needs its own separately registered campaign, since carriers vet and assign throughput per specific declared use case rather than one blanket approval for a brand.
- What happens if a campaign sends content that doesn't match its registered use case?
- Carriers may filter or throttle that traffic once the mismatch is detected, since the campaign's throughput and trust were vetted against the originally declared use case and sample content, not whatever is actually being sent.
See also
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