What Are Carrier Fees Associated With My Local Ads' Messaging Service?

Notice 1: Using My Local Ads' SMS/MMS 2-Way Messaging function requires A2P 10DLC Registration.

This affects: SMS/MMS Review Requests, SMS/MMS Notifications & Reminders, SMS/MMS Customer Care, and similar.

Notice 2: Unregistered 10DLC Message Fee Increases!

AT&T and T-Mobile are increasing the per-message rate on unregistered traffic. If these numbers remain unregistered, they may be subject to additional filtering or blocking. Some carrier fees will be increased on June 1, 2023, and others will be increased on August 1, 2023.

Verizon will increase its per-message rate on unregistered traffic, effective July 1, 2023.

For more information on the specific fees and timing please see the carrier fee section below.

If you have unregistered traffic, register for A2P 10DLC via Twilio Console or via API to avoid the higher fees and service disruptions.

What is A2P 10DLC?

A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via standard 10-digit long code (10DLC) phone numbers. This system is specific to long code messaging toward the United States, and does not affect short codes or Toll-Free numbers sent to the US. Carriers’ A2P 10DLC offerings provide better delivery quality and lower filtering risk than long code SMS of the past, using the same phone numbers.

Note : Effective July 5, 2023, all 10DLC phone numbers used to send SMS and MMS messages to U.S. phone numbers must be fully registered to an approved campaign under your brand. Messages sent using unregistered phone numbers will be subject to a gradual increase of message blocking by Twilio, beginning on July 5, 2023, ultimately leading to a full block of all unregistered U.S.-bound messages sent after August 31, 2023.

My Local Ads' A2P 10DLC Pricing Overview

There are three categories of fees associated with A2P 10DLC: registration fees, per-message carrier fees, and per-message CRM usage fees. The registration fees and carrier fees are charged by carriers as part of the A2P 10DLC system, and are passed through by My Local Ads to our customers with no added cost.

Registration fees are applied when registering your US A2P Brand and your A2P Use Case, the moment they are approved.

Carrier fees are charged by carriers for A2P 10DLC messages sent to users on their networks. These fees are applied in addition to Twilio’s standard US Messaging pricing. In general, the fees are applied for each outbound SMS segment or MMS message. T-Mobile (including Sprint) also applies fees to inbound SMS and MMS.

Please see below for a full breakdown of the fees associated with A2P 10DLC.

A2P Registration Fees:

Standard Brand Registration Fee: $4.41 One-Time [Requires EIN / Allows more than 1 phone number]

Standard Campaign Registration Fee: $16.54 One-Time [Increased delivery rate / Up to 6000 segments per day]

Low-Volume Mixed Use Case Campaign Monthly Registration Fee: $1.50/mo

Carrier Fees:

AT&T Carrier Fees

Effective June 1, 2023, fees for all long code messages to AT&T:

$0.002 per registered outbound SMS message segment 

$0.0035 per registered outbound MMS message 

$0.01 per unregistered outbound SMS message segment 

$0.015 per unregistered outbound MMS message 

T-Mobile Carrier Fees (including Sprint)

Effective August 1, 2023, fees for all long code messages to T-Mobile/Sprint:

$0.003 per registered outbound/inbound SMS message segment

$0.01 per registered outbound/inbound MMS message

$0.006 per unregistered outbound/inbound SMS message segment

$0.015 per unregistered outbound/inbound MMS message

T-Mobile acquired the Sprint network in 2020. Some devices still appear as "Sprint" in a Lookup. Messages sent to these users will have the same fees as other messages to T-Mobile.

Verizon Wireless Carrier Fees

Verizon introduced A2P 10DLC fees in January 2019 (for details, see here). In September 2022, Verizon increased these fees. Following other U.S. carriers raising fees for unregistered messages to encourage 10DLC registration, Verizon will increase its per-message rate on unregistered traffic, effective July 1, 2023.

Effective July 1, 2023, fees for all long code messages to Verizon:

$0.003 per registered outbound/inbound SMS message segment 

$0.005 per registered outbound/inbound MMS message

$0.01 per unregistered outbound/inbound SMS message segment

$0.005 per unregistered outbound/inbound MMS message