In A2P 10DLC, Brand refers to the business or organization responsible for sending text messages directly to customers’ mobile phones. As defined by The Campaign Registry (TCR), a Brand is the entity the recipient believes is sending the message, whether it’s a retailer, healthcare provider, or another type of organization. This designation ensures that recipients can trust the source of messages they receive.
The concept of a Brand in TCR serves to promote transparency and accountability, creating a foundation for trusted communication between businesses and their audiences. By linking messages to a verified entity, this system helps carriers enforce compliance standards, which are crucial for reducing spam and fraudulent activity across the 10DLC messaging ecosystem.
For messaging providers, registering customers as individual brands is an essential part of the TCR process. Each customer, acting as a Brand, must be registered before they can send messages using 10DLC numbers. Brand registration is a relatively quick process; TCR reviews all Brand submissions and if the info submitted is accurate and meets all requirements, the “Identity Status” will be changed from “unverified” to “verified”.
After your Brand has been verified, the next step involves registering its messaging Campaigns. Campaigns represent specific messaging use cases, such as promotional communications, appointment reminders, or transactional alerts. A single Brand may have multiple Campaigns depending on its communication needs and goals.
This dual registration process - first for Brands and then for Campaigns - provides several key benefits:
