In today’s mobile-first world, SMS remains one of the most effective ways for businesses to connect with customers. Whether it’s sending appointment reminders, promotional offers, or customer service updates, texting gets the message across quickly. But with the rise in SMS usage has come an increase in spam and misuse, prompting mobile carriers to implement stricter compliance measures. One of the most important developments in this space is the Campaign Registry.
The Campaign Registry is a centralized system that manages and oversees the registration of messaging campaigns sent through 10-digit long codes (10DLC). These 10DLC numbers are commonly used by businesses to send Application-to-Person (A2P) text messages at scale. The registry exists to create transparency between businesses, messaging providers, and mobile carriers—ensuring that only legitimate, permission-based messaging is reaching consumers.
When a business wants to use 10DLC for text messaging, it must register its brand and messaging use case with the registry. This involves providing information about the business, the type of messages being sent (promotional, informational, customer care, etc.), and sometimes even example message content. Once submitted, the information is reviewed and scored, and a trust level is assigned. This score can affect message throughput, delivery rates, and overall campaign performance.
Participating in the Campaign Registry is not just about checking a box—it directly impacts how your messages are treated by carriers. Businesses that skip this step risk having their messages blocked, filtered, or delayed. On the other hand, those that are properly registered can benefit from improved deliverability, higher throughput, and more reliable communication with their customers.
Additionally, this process helps protect consumers. By creating a clear path of accountability, carriers can better identify spam and prevent bad actors from abusing the system. For businesses, it builds trust and reinforces your reputation as a credible, responsible sender.
In short, the Campaign Registry is a key piece of the modern messaging landscape. For any business serious about using SMS as a communication tool, understanding this system and registering your campaigns properly is a must. It’s a small investment of time that pays off in message performance, compliance, and customer trust.