When a messaging API provider registers a business' Brands and Campaigns on The Campaign Registry (TCR) on their behalf, that business is called a Reseller (as opposed to a Campaign Service Provider, or CSP). If registered as a Reseller, your messaging API provider serves as both your Connectivity Partner (CNP) and the CSP of your account.
Resellers are entrenched with their messaging API providers and do not get a pass when it comes to “one-time fees,” having to pay them every time they migrate to another CNP/CSP. This includes Brand registration fees, mid-month Campaign activation fees, one-time carrier fees for special use cases, and Brand vetting fees.
For example, if a retail business operating as a Reseller decides to switch to a new messaging API provider for better rates or features, they may incur hundreds of dollars in fees just to re-register their Brand and Campaigns. These costs can quickly add up, especially for businesses managing many Brands.
When businesses use A2P 10DLC messaging, registering with TCR is required. While some messaging API providers may encourage businesses to register as Resellers for simplicity and convenience, the long-term implications of this choice should be carefully considered. Unlike CSPs, Resellers rely on their messaging API providers to act as intermediaries for registering and managing all Brands and Campaigns. This reliance means Resellers must navigate additional layers of complexity and dependency.
For instance, a food delivery company using a Reseller setup might register their Campaigns for order notifications and marketing updates through their provider. However, if they later wish to migrate to another provider due to service issues, they’ll need to re-register everything from scratch—incurring fees for Brand vetting, Campaign activations, and even special-use-case carrier fees.
According to Telgorithm experts, “When you register as a Reseller, you’re locking yourself into a structure that limits your flexibility. CSPs, on the other hand, have the autonomy to manage their registrations directly, making it easier to switch providers or adapt their messaging strategy as needed.”
While the Reseller approach might seem appealing due to its low initial workload, it binds businesses to their CNP. This dependency can create vulnerabilities, such as disruptions during provider outages or challenges adapting to changes in the messaging ecosystem.
In contrast, CSPs retain full control over their TCR registrations. This structural flexibility empowers them to adapt their messaging strategy and maintain vendor neutrality.
Telgorithm advises businesses to evaluate their long-term needs before choosing a Reseller structure, emphasizing that “independence from any one provider ensures your messaging strategy stays resilient and scalable, no matter the circumstances.”
For businesses already registered as Resellers but considering a move to become a CSP, the transition can be challenging but worthwhile. Telgorithm supports businesses in exploring their options, offering guidance to help them navigate this shift with transparency and simplicity.
Ultimately, deciding between Reseller and CSP registration comes down to understanding your business’s messaging needs and long-term goals. While Reseller registration may seem convenient, CSP registration offers the autonomy and flexibility to future-proof your A2P 10DLC messaging strategy.
