Here you will learn all about The Campaign Registry, why you need it, what it is for, and how to use it.
- Why Campaign Registry?
- What is The Campaign Registry?
- Mobile/Service Providers Standards
- What is Required to Register My Traffic with The Campaign Registry?
- How to Get Started with Campaign Registry
- How Campaign Registry Works
- SMS Campaigns in Workflow
- Important Notes
See: Adding a New Campaign Registry Campaign to add a Campaign Registry to a Campaign
Why Campaign Registry?
With the trend of SMS marketing, customers will need to adapt to the use of SMS within their Campaigns or risk Campaign failure. Additionally, carriers such as AT&T, T-Mobile, and Verizon are vigilant in regulating SMS messages sent to users.
With customer engagement rates increasing with SMS marketing, Convoso is partnering with The Campaign Registry (TCR) to ensure success of our customers' Campaigns. The Campaign Registry allows a sanctioned route from our customers to their users, reducing the number of blocks and failures along the way. By implementing The Campaign Registry with our SMS Campaigns, Convoso is focused on increasing the success of our customers Campaigns.
What is The Campaign Registry (TCR)?
Per their Official Website:
"We work with North American mobile operators and companies that are in the messaging business to register Application-to-Person (A2P) text messaging Campaigns. The registry supports a sanctioned A2P 10 Digit Long Code (10DLC) text messaging Campaign ecosystem and provides visibility into the messaging source and content, allowing mobile carriers to provide a more reliable and simple messaging service for Campaign Service Providers (CSPs) and Brands"
What is A2P 10DLC?10 Digit Long Code (10DLC) is the new standard for Application-to-Person (A2P) text messaging. Application-to-Person, by definition, is any SMS message that is sent via an API. Although similar to how long codes were previously used, 10DLC is a new, standardized messaging channel with increased deliverability and throughput for registered SMS Campaigns.
- Adherence to this new standard is sanctioned by the mobile operators for A2P messaging (AT&T/T-Mobile/Verizon.)
What Mobile/Cell Service Providers Have Adopted These Standards?
AT&T: AT&T is live with their Standards and Regulations, however they are currently not enforcing any of the new standards. Enforcement, including but not limited to messages being blocked, and non-compliance violation fees began on June 1, 2021.
T-Mobile: T-Mobile went live with their Standards and Regulations on April 1, 2021. However, they also provided a grace period before enforcement of the new Standards. T-Mobile also issued a restriction stating, "no brand can have more than 50 registered DIDs for sending SMS."
- If you need to use more than 50 registered SMS DIDs to send messages to ANY T-Mobile number, you will need to submit a special request to T-Mobile, which includes an expensive and lengthy review process.
Verizon: Verizon officially joined The Campaign Registry in late 2021.
What is Required to Register My Traffic with The Campaign Registry?
You will need to fill out the A2P 10DLC form provided by Convoso in order to create your Brand and Campaign entries with TCR. This form is attached at the end of this article.
- Information needed to register your Brand and Campaign(s):
Note: The Company Name, EIN, and entire Company Address are required and need to be correct in order for the Brand to be Verified.
- Brand Information:
- Legal Company Name Required*
- DBA or Brand Name (if different from legal name)
- Country of Registration
- What type of legal form is the organization? (Individual, publicly traded Company, Private
- Company, Charity/non-Profit Organization)
- Tax Number/ID/EIN Required*
- Address/Street Required*
- City Required*
- State/Region Required*
- Country Required*
- Postal Code/ZIP Code Required*
- Stock Symbol (if applicable)
- Stock Exchange (if applicable)
- Vertical Type:
- Contact Details:
- Campaign Information:
- Use Case
- Standard Types
- Account Notification
- Customer Care
- Delivery Notification
- Fraud Alert Messaging
- Higher Education
- Low Volume Mixed
- Polling and Voting
- Public Service Announcement
- Security Alert
- Special Types
- Carrier Exemptions
- Conversational Messaging
- Campaign Content and Attributes
- Subscriber Opt-in Required*
- Subscriber Opt-Out Required*
- Subscriber Help Required*
- Number Pooling
- Direct Lending or Loan Arrangement
- Embedded Link
- Embedded Phone Number
- Affiliate Marketing
- Age-Gated Content
- Campaign Description: Enter a description for the Campaign.
- Message Flow: Enter a Call-to-Action describing all the methods for opting-in to the Campaign.
- Sample Messages: Enter a sample SMS message for the Campaign.
- Brand Information:
How to Get Started with Campaign Registry
- Set up Brand
- Wait for Verification
- Once Verified, set up the Campaign
- Assign Campaign to SMS Campaign
- Start sending messages
How Campaign Registry Works
- Step 1: Customer signs up through Convoso.
Brands (Customers) start off with an SMS Campaign through the CSP (Convoso). Customers will create SMS Campaigns with Convoso.
- Step 2: We send the Campaign ID to the vendor.
Convoso, as the Campaign Service Provider (CSP) will register the Brand and associated Campaign on behalf of the customer. Campaign Registry will assign an associated ID. Signing up a Brand or a Campaign will be done through the Convoso platform.
- Step 3: Vendors pass it on to the carriers.
CSP (Convoso) will then send the associated Campaign ID to the Direct Connect Aggregator (DCA) (Inteliquent, Brightlink, etc.) with the associated phone number. This is done by linking The Campaign Registry Campaign with the SMS Campaign to the ACID List.
- Step 4: The messages get passed on to users.
The DCA (vendor) will then send it over to the MNO (AT&T, T-Mobile, etc.) which will send it over to the users.
SMS Campaigns in Workflow
- Event triggers
- Checks the SMS action schedule
- Inserts into Hopper
- Checks SMS schedule
- Checks limitations and
- Sends SMS
- SMS Blast functionality is completely deprecated.
- The only way to send SMS messages is either from the Agent side or through Workflow.
- Cost of Campaign Registry: $10 per Campaign per month
- Campaign Registry needs a Brand that is Verified, you cannot use SMS Campaigns without a Verified Brand.
- All future NEW SMS Campaigns will require Campaign Registry.
- Without The Campaign Registry messages with links are more likely to be blocked.
- The Campaign Registry will be vetting all messages sent, letting the carriers know who is sending what messages.
- Organizations that don’t use Campaign Registry will likely see delivery rates drop.
- This article reflects recent changes by The Campaign Registry that impact all registries and SMS Campaigns made after November 17, 2022. Campaigns made before this date will be affected on a to-be-determined date in 2023.