Messaging throughput for A2P messaging is determined during the 10DLC registration process. Registering Brands are subject to an identity check by The Campaign Registry (TCR), a third party vendor selected by several U.S. mobile carriers to manage their campaign registries. Vetting is an optional additional, deeper series of checks conducted by TCR's external vetting partners.
The identity check produces a Brand Identity Status, and vetting produces a Vetting Score. Carriers use these two results to automatically assign throughput to a messaging Campaign.
Read on to learn more about how Brand Identity Status and Vetting Scores affect throughput.
Special campaigns are not subject to these criteria to determine throughput.
What is a Brand Identity Status?
The Brand Identity Status is the result of TCR's review of a Brand's submitted business information. This result depends on the accuracy of the submitted information. Brands may receive a status of either "Verified" or "Unverified". A Verified Brand is able to run A2P campaigns on 10DLC numbers, while an Unverified Brand cannot.
By default, a Verified Brand will automatically be assigned to the lowest messaging classes/tiers, which has the lowest throughput available unless it is in the Russell 3000 list. Russell 3000-listed, Verified Brands will automatically receive the highest messaging classes/tiers and the highest throughput.
Vetting offers an opportunity to improve a Brand's default messaging class/tier.
Can I appeal my Brand Identity Status if I receive Unverified?
Vetting Scores are the result of a more detailed review of a Brand by TCR's external vetting partners. Vetting focuses on a Brand's "reputation" within the messaging ecosystem. The Vetting Score ranges from 0 to 100, and the result will place a Brand within a certain messaging class/tier with an assigned throughput.
Vetting does not guarantee a higher messaging class/tier than the one assigned by default, but we have observed that the assigned messaging class generally does improve after vetting.
Can I appeal my Vetting Score if I'm not satisfied?
For AT&T and T-Mobile, Vetting Scores correspond to a messaging class (AT&T) or tier (T-Mobile), which has an assigned throughput limit. In short, the higher your Vetting Score, the higher your throughput will be.
Daily message caps to T-Mobile subscribers
T-Mobile also sets a daily messaging allowance on a brand, which is shared by all campaigns registered under that brand. A brand with multiple registered campaigns will have this messaging allowance divided between each campaign.
The following chart details what we currently know about carrier throughput for standard campaigns.
Vetting Score Required
T-Mobile: Daily Cap
A / Top
B / Top
C / High Mid
D / High Mid
E / Low Mid
F / Low Mid
T / Low
Special use cases
Special use cases may qualify for increased messaging throughput, reduced carrier fees, or both compared to standard use cases. Certain special use cases require additional steps and/or approval processes, and may take additional time to clear. Vetting Scores are NOT used to determine throughput for campaigns with special use cases.
The following chart details what we currently know about carrier throughput for special campaigns.