10DLC campaign vs brand
Qué es 10DLC campaign vs brand?
Esta entrada está disponible actualmente solo en inglés.
Brand and campaign are the two halves of A2P 10DLC registration, and US traffic needs both before it delivers cleanly. The brand is the business's verified legal identity — filed once with The Campaign Registry (TCR) and assigned a trust score. The campaign is one declared messaging use case — marketing, 2FA/OTP, account notifications — registered under that brand with sample messages. A business files the brand once, then one campaign per use case; skipping either half leaves senders unregistered.
More detail
The order is fixed: brand first, then campaigns. The brand record carries the legal identity (entity type, tax ID, address) and its vetting score; each campaign hangs off that brand and declares one use case with sample messages, and carriers vet the two independently.
A campaign cannot be registered first — TCR requires the parent brand reference. More than one use case means more than one campaign under the one brand, and a brand-only registration without any campaign still leaves the sender unregistered for sending.
On Orbit, the registration wizard saves both sections as a resumable draft and submits them together, so the two-step flow completes in one sitting instead of risking the half-filed setup that carriers filter hardest.
Preguntas frecuentes
- Do I need both a brand and a campaign to send on US 10DLC?
- Yes — the brand verifies your legal identity, and each campaign declares a specific use case under it. Neither half is sufficient alone for sending clean US traffic; the brand is filed once, but a registered campaign per use case is what carriers actually check at send time.
- Can one campaign cover all my messaging use cases?
- No — carriers vet and assign throughput per declared use case, so marketing, OTP, and account notifications each need their own campaign under the same brand. Registered-in-one-use-case content sent as another is a common cause of filtering.
See also
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