10DLC Use Case
Declare the use case that matches what you will actually send. Mismatch between declared and observed traffic is a leading cause of campaign suspension.
Use case selection is the heart of campaign registration. Standard use cases include Marketing, Customer Care, Account Notification, Delivery Notification, 2FA/OTP, Higher Education, Polling, Public Service Announcement, and Mixed. Special use cases — Political, Charity, Emergency, Sweepstakes — carry extra requirements and fees.
The declaration is binding in practice: carriers profile traffic, and a "Customer Care" campaign emitting discount blasts is a suspension waiting to happen. Monthly TCR fees also vary by use case ($1.50-$10 typical, more for special cases).
Rules of thumb: appointment reminders are Customer Care or Account Notification; promotions are Marketing; if both flow from one number, register Mixed and accept the slightly higher fee.
Frequently asked questions
Related glossary terms
Campaign registration is the process of submitting a specific SMS use case (Marketing, Customer Care, 2FA, etc.) to The Campaign Registry for carrier approval.
10DLC (10-Digit Long Code) is the US carrier-mandated framework for sending Application-to-Person SMS from local 10-digit numbers, requiring brand and campaign registration with The Campaign Registry.
Transactional SMS is non-promotional messaging tied to an existing transaction or relationship — receipts, delivery updates, appointment reminders, 2FA — sendable under prior express consent rather than written marketing consent.