We understand that navigating telecommunications regulations can feel complex, but we're here to help make your 10-Digit Long Code (10DLC) campaign registration as smooth as possible.
As a sole proprietor, registering your brand and your messaging campaign is crucial for ensuring your text messages are delivered reliably to your U.S. customers. This process demonstrates to mobile carriers that your business messaging is legitimate and helps protect consumers from spam.
What is a Sole Proprietor?
The Sole Proprietor classification exists to provide a basic messaging channel for the smallest businesses while protecting carrier networks from spam and high-volume misuse.
What is a Sole Proprietor Brand?
A Sole Proprietor brand is defined as an individual or a single-seat, unincorporated business (e.g., a freelancer, independent consultant, or very small local shop) that does not use an Employer Identification Number (EIN).
There are some key restrictions to keep in mind:
Single Identity: You are limited to one messaging campaign and may only assign one 10-Digit Long Code (10DLC) phone number to that campaign.
Low Volume Only: This service is intended for low-volume traffic only. Messages are heavily throttled by carriers: your limit is typically 1,000 messages per day (T-Mobile) and 15 messages per minute (AT&T).
The EIN Rule: If your business has an EIN (Employer Identification Number), you are required to register as a Private Profit/Standard Brand, even if you consider yourself a "Sole Proprietor" for general tax filing. This ensures you receive a higher throughput that’s appropriate for your verified status.
Your Online Presence
A key requirement for a compliant campaign is a clear online presence. Carriers verify the legitimacy and intent of your business through this process.
Traditional Website | An official website for your business is the ideal form of online presence. |
Social Media Alternative | If you do not have a traditional business website, a well-maintained and professionally branded social media page (such as Facebook or LinkedIn) is generally acceptable as your online presence. |
Website/Social Media Elements for Compliance
Your online presence should clearly display information about your business, such as a business email address or phone number, and, most importantly, include an SMS Disclosure if you collect phone numbers for messaging purposes.
SMS Disclosure | This must inform customers that they are consenting to receive text messages, detail the message frequency, state that "Msg & data rates may apply," and clearly provide opt-out instructions (e.g., "Reply STOP to cancel").
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SMS Disclosure example
I agree to receive communications by text message related to (Reasons of the messages) from (Name of the Brand). You may opt out by replying STOP or ask for more information by replying HELP. Message frequency varies. Message and data rates may apply. You may review our Privacy Policy (link to policy) to learn how your data is used.
Sole Proprietor 10DLC Registration Process
The registration involves two main steps: Brand Registration and Campaign Registration.
Brand Registration
This step verifies your business identity. Since you are a sole proprietor, you'll register as a "Sole Proprietor Brand" (sometimes called a "Starter Brand").
Required Information:
Legal Name (Your full first and last name) or Business Name (DBA)
Physical Address (Must be a valid U.S. or Canadian address)
Email Address
Phone Number (Must be an active mobile number for Two-Factor Authentication)
Verification: You will undergo a mandatory Two-Factor Authentication (2FA) via a One-Time Password (OTP) sent to your provided mobile number. This is a critical step to confirm your identity.
Note
If your business has an EIN (Employer Identification Number), you are required to register as a Private Profit/Standard Brand, even if you consider yourself a "Sole Proprietor" for general tax filing. This ensures you receive a higher throughput that’s appropriate for your verified status.
Campaign Registration
This step details how you plan to use text messaging. The following information is required:
Campaign Use Case | Select the category that best describes your messages (e.g., account notifications, marketing, etc.). |
Campaign Description | A clear, concise explanation of your messaging program. This should include:
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Opt-in/Opt-out Details | Describe how customers give you permission to text them (e.g., web form, in-person verbal consent). This is where your compliant website or social media page is essential. |
Sample Messages (Minimum 2) | Provide examples of the messages you will send. Each sample message should:
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Frequently asked questions
Do I need an EIN (Tax ID) to register as a Sole Proprietor?
No. Sole Proprietor registration is designed for individuals or small businesses without an EIN, often using a Social Security Number (SSN) for verification (though the SSN is usually not submitted directly to the carrier).
What are the limitations of a Sole Proprietor campaign?
Sole Proprietor campaigns are typically limited to one campaign, one phone number attached to that campaign, and a lower message throughput limit (e.g., 1 message per second).
What if I don't have a website? Is a social media link enough?
Yes, a link to a clearly branded and well-maintained social media page (such as a Facebook business page) is often acceptable, provided it meets the requirements for opt-in disclosures and includes a privacy policy.
How long does the approval process take?
Brand verification is usually fast (sometimes a few minutes to 24 hours). Once your brand is approved, campaign approval can take anywhere from 1 to 7 business days.
What is the most common reason for registration rejection?
The most common reasons are a mismatch between the business information (name, address) used in the form and verification databases, or non-compliant opt-in methods, sample messages, or website disclosures.
We don’t have a website; we only have a social media page. What do we do?
If a business doesn't have a dedicated website, you can use their public-facing social media or online profile as the "online presence" for SMS registration, provided it meets the following criteria:
Note
If you’re collecting consent verbally (over the phone), a contact us page is not required; there should be a business contact number.
Social Media (Facebook, Instagram, X, etc.):
The page must be public.
The Brand name/DBA must be clearly identified.
Include a compliant SMS Disclosure. This can be in a "sticky" post or the "About" section.
LinkedIn Company Page:
Must be a company listing (not an individual profile) and be public.
The "About" section must contain the full SMS Disclosure.
Yelp/Profile Sites (Medical/Legal):
The business link must be viewable in all regions.
Include the appropriate SMS Disclosure and Privacy Policy.
Note
A more established social media presence is preferred. It's best if the listed contact information (email/phone) also matches your registration details.
If I don’t have an online presence, is there another way to register my campaign?
No, this is a 10DLC regulation. All businesses must have a legitimate, well-established website or social media page that meets all the necessary criteria.