The upcoming requirements for A2P 10DLC are being driven by T-Mobile/Sprint and AT&T to improve consumer experience by reducing inbound spam texts. In addition to the registration requirements, there will be fees charged by the receiving carriers for using A2P channels.
Verizon launched an A2P 10DLC service in January 2019 and has yet to require brand or campaign registration.
To be honest, fees and deadlines have been the most confusing and most rapidly-changing part of the A2P 10DLC announcements coming from AT&T and T-Mobile. Fees have been announced and then the announcements rescinded. Different fees have been announced but then we've been told they will be waived for a period of time. We're doing our best to stay on top of it for you. We want to prepare you as much as possible to make sure there are no surprises.
smrtPhone will be passing through any additional fees incurred by the receiving mobile carriers at cost. Customary smrtPhone texting fees will remain as-is.
Expected types of A2P 10DLC Fees
There are three types of registration fees that have been discussed by T-Mobile and AT&T. The fee structure has been evolving over the past few weeks, so the fees listed below are anticipated for the Standard Plan but not yet confirmed as final. Verizon has not announced any additional fees associated with A2P 10DLC. There will be fewer fees for the Starter Plan, but it has not been finalized either.
Brand registration fee
One-time, $44 fee per brand registered. This fee is expected to go into effect on October 1, 2021.
Campaign registration fee
AT&T announced a monthly fee for maintaining verified status of campaigns, depending on volume and type. Cost ranged from $2/mo. for a low volume campaign to $10/mo. for a standard campaign. Volume thresholds have not yet been announced.
T-Mobile announced a one-time fee for campaign registration of $50 per campaign. They are waiving the fee until A2P become required, which is a TBD date.
Because there is some coordination between carriers to make it smoother for Independent Software Vendors (ISVs) such as smrtPhone and other cloud system providers, we expect the campaign registration fee to eventually converge between the two carriers.
Per message fee
During the registration period for businesses who currently use texting to transition to A2P 10DLC, both AT&T and T-Mobile have adopted standardized per-message fees. After the transition period, AT&T fees become variable based on campaign type.
These message fees will apply whether you have completed the registration process or not.
AT&T carrier fees:
Fees starting May 1 until Transition Period ends:
$0.002 per outbound SMS message segment to AT&T
$0.0035 per outbound MMS message to AT&T
T-Mobile carrier fees:
Fees starting June 1 until Transition Period ends:
$0.003 per outbound and inbound SMS message segment to/from T-Mobile
$0.01 per outbound and inbound MMS message to/from T-Mobile
Message fees after Transition Period ends
AT&T long code SMS carrier fee (per segment)
AT&T long code MMS carrier fee
T-Mobile long code SMS carrier fee (per segment)
T-Mobile long code MMS carrier fee
Inbound + outbound
Inbound + outbound
Declared Use Case
Mixed / Marketing Use Case
Basic / Unregistered
The Transition Period end date is unknown, but they anticipate a 60 day notification when the date is solidified.
How smrtPhone will handle new A2P 10DLC fees
The typical smrtPhone text message fees that you are accustomed to will remain the same. Any additional incurred due to mobile carriers' A2P 10DLC policies will be passed through to you without additional markup.
Important reminders about A2P 10DLC fees
While additional fees are always difficult to swallow, there are clear benefits to A2P 10DLC.
Verified messages will be funneled through separate, priority channels, improving delivery.
Verified messages are more likely to be read, trusted, and acted upon by consumers, improving response rates.
We are all consumers ourselves, and it will ultimately improve our own quality of life.
These fees are not singular to smrtPhone, but rather will be incurred on any technology platform that is used for business messaging. All VoIP and cloud based phone systems are considered A2P. (Read about other types of messaging besides A2P here).