A2P 10DLC: Texting Customers Legally As A Small Business

A2P 10DLC means application to person messaging over a 10 digit local number. If your business sends texts to customers from a regular local phone number through software, US carriers now expect you to register your business and your texting use case. Unregistered traffic gets filtered or blocked, and sending marketing texts without proper consent can break federal law. Register first, collect consent in writing, and honor every STOP.

I run texting for our own shops and for clients, so I have been through this registration more than once. It is dull paperwork, but skipping it is the most common reason a small business wakes up to texts that never arrive.

Key points

• A2P 10DLC is the carrier system for business texts sent from local 10 digit numbers by software.
• You register a brand (your business) and a campaign (what you text about) through your texting provider.
• Carriers began filtering and blocking unregistered traffic in 2025, so register before you send.
• Consent comes first. Marketing texts need clear written consent. Service texts have lighter rules but still need a real relationship.
• Always include a way to opt out, and honor STOP right away.
• Rules vary, and this is not legal advice. Check with a lawyer for your situation.

What A2P 10DLC Means

Texting between two people is P2P, person to person. Texting from software to customers is A2P, application to person. The 10DLC part means a standard 10 digit long code, the normal local number, as opposed to a short code like 12345 or a toll free number.

Carriers noticed that spammers loved cheap local numbers. So they built a registration system. You tell them who you are and what you text about. They give your messages a trust score and a speed limit. No registration, low trust, and your messages get blocked.

Who Needs To Register

If your business sends texts through any platform, you probably do. That includes:

• CRMs and marketing tools like GoHighLevel, HubSpot and similar
• Booking and appointment reminder systems
• Review request tools
• Missed call text back tools
• Software your shop or office uses to text customers

If you type a text from your own personal phone to one customer, that is ordinary P2P. If a tool sends it, assume A2P.

The Two Things You Register

Registration runs through The Campaign Registry, which carriers use to vet senders. Your texting provider handles the filing, but you supply the facts.

Sole proprietors without an EIN have a simpler, lower volume option. Businesses with an EIN use the standard brand registration. Fees and limits vary by provider and change often, so check your provider's current pricing. Expect a small one time vetting fee and a monthly campaign fee.

What Gets A Campaign Approved

Reviewers want to see that you are a real business with a clear, honest use. Here is what helps:

• A real website with your business name, address and phone number
• A privacy policy and terms that mention text messaging
• A clear opt in. A form or page where customers agree to receive texts, with the language visible
• Honest sample messages that match what you really send
• A matching use case. Appointment reminders, customer care or marketing, not a mix of everything

Common reasons for rejection:

• The website does not show the business or the opt in
• The sample message does not match the stated use
• The opt in language is hidden or missing
• Mismatched business details between the brand registration and public records

Consent: The Rule That Matters Most

The Telephone Consumer Protection Act, the TCPA, is the federal law that governs automated texts. The details are technical, but the practical version is this.

Written consent can be a checked box on a web form or a text "YES" to a keyword, but it must be clear. It cannot be buried in terms. Pre checked boxes are a bad idea. Keep a record of when and how each person agreed.

Do not buy a list of numbers and text them. Do not assume a customer who called once agreed to marketing. And do not text people who told you to stop.

Opt Out Rules

Every marketing message should tell people how to opt out, such as "Reply STOP to unsubscribe." Carriers also expect providers to handle STOP automatically. When someone texts STOP, you stop. Do not ask why. Do not try to win them back by text.

Also respect quiet hours. Many states limit when you can send marketing texts, usually not before 8 am or after 9 pm in the customer's local time. Some states have stricter rules, so check yours.

Write Texts People Want

Compliance is the floor. The better test is whether your text is helpful. Good texts:

• Say who you are in the first line
• Are short and specific
• Give one clear next step
• Do not shout or use cheap tricks

An example for a service reminder: "Hi Maria, this is Supercanic. Your technician is on the way and should arrive in about 20 minutes." Clear, useful, expected.

For marketing: "Supercanic here. Winter brake checks are open this month. Reply YES for a time, or STOP to opt out."

Mistakes We See

• Sending before approval. Messages are filtered and the number can get flagged.
• Using one campaign for everything. Appointment texts and promotions are different use cases.
• Collecting consent in a way nobody can prove. Keep a log.
• Ignoring landlines. Many business numbers are landlines, and texts to them fail. Check number types before you blast.
• Sending too fast. Volume above your trust limit is throttled.
• Using free email addresses or a thin website in the brand registration. It hurts approval.

Carrier error codes, like a blocked or filtered notice from your provider, usually point to registration or content problems. Check the delivery report, not just the sent count.

A Setup Checklist

1. Make sure your website shows your business name, address and phone, plus a privacy policy and terms.
2. Add a clear text opt in form or page.
3. Gather your business details: legal name, EIN, address.
4. Register the brand with your texting provider.
5. Register a campaign with the right use case and sample messages.
6. Wait for approval, which can take days to weeks.
7. Send a small test batch to people who agreed.
8. Track delivery and replies. Honor every STOP.

If you are building the opt in page, make sure it is honest and easy to read. It also helps to track replies and calls together, as in call tracking for local businesses. For holiday messages, see holiday marketing for local service businesses.

When To Get Help

If you text in a regulated field, run large campaigns or got a complaint, talk to a lawyer. If you want help with the technical side or the opt in page, book a strategy call.

Questions

Do I need A2P 10DLC if I only text a few customers?

If a software tool sends the texts from a local number, you should register. Carriers filter unregistered traffic regardless of volume. A person texting one customer from a personal phone is different.

How long does A2P 10DLC registration take?

It varies. Many approvals come back in a few days, but rejections and resubmissions can stretch it to weeks. Start early, especially before a busy season.

What is the difference between A2P 10DLC, toll free and short code texting?

10DLC uses regular local numbers and needs brand and campaign registration. Toll free numbers need their own verification. Short codes are five or six digit numbers that cost more but support higher volume.

Can I text customers who called me?

For updates about the job they called about, usually yes. For promotions, you need clear written consent to marketing texts. When in doubt, ask them to opt in.

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