Definition
10DLC stands for 10 Digit Long Code. It is the carrier-approved framework that allows businesses to send application-to-person SMS using local phone numbers in the United States.
For dispensaries, 10DLC registration means your business and messaging campaigns must be formally registered before sending promotional or recurring text messages.
This process is required if you use a platform like Mass Texting to send marketing messages, loyalty alerts, or automated campaigns at scale.
10DLC applies when:
- You send recurring marketing texts
- You automate promotional flows
- You send high-volume messaging traffic
- You operate under a registered cannabis business entity
Why This Matters for Dispensaries
Cannabis messaging is subject to increased carrier scrutiny. Even if cannabis is legal in your state, wireless carriers apply national telecom standards.
If your 10DLC brand or campaign is not properly registered, carriers may:
- Throttle message throughput
- Filter promotional content
- Suspend traffic entirely
- Reject campaign approvals
Proper registration directly impacts deliverability and reputation scoring. It also affects how your traffic is routed under systems like Smart Routing.
Dispensaries should align 10DLC configuration with documented consent standards outlined in opt-in and consent guidance.
Step-by-Step Implementation
Below is a practical framework for registering and maintaining compliant 10DLC messaging as a dispensary.
- Register your legal business entity (brand registration).
- Create a compliant messaging campaign description.
- Submit opt-in workflow details and sample messages.
- Disclose message frequency and opt-out language.
- Configure throughput and routing logic.
- Monitor filtering and complaint metrics.
Campaign registration requires:
- Legal business name and EIN
- Physical business address
- Website URL
- Clear description of message content
- Opt-in collection method
Operational documentation should align with your broader Compliance framework.
Common Mistakes
| Mistake | Impact | Correct Approach |
|---|---|---|
| Vague campaign description | Carrier rejection or delay | Clearly define cannabis retail marketing use case |
| Missing opt-in documentation | Campaign suspension risk | Provide detailed signup workflow |
| Mixing transactional and promotional traffic | Filtering and inconsistent delivery | Separate flows when possible |
| Underestimating complaint rates | Reduced throughput or blocking | Monitor STOP and complaint ratios closely |
Practical Examples
Example 1: Dispensary Weekly Promotions
A licensed retail store submits a 10DLC campaign stating it sends weekly cannabis product updates to opted-in customers. The opt-in form discloses frequency and includes STOP instructions. Approval is granted because the campaign description matches actual traffic behavior.
Example 2: Order Notifications
A dispensary uses Order Alerts for pickup notifications. This traffic is described as transactional and separated from promotional campaigns, reducing filtering risk.
Example 3: Two-Way Customer Support
Inbound questions are handled through the Inbox, maintaining clear distinction between customer service messaging and marketing blasts.
Metrics That Matter
10DLC performance can be evaluated using the following indicators:
- Campaign approval rate
- Carrier filtering percentage
- STOP rate
- Complaint rate
- Throughput allocation
Monitoring these metrics helps you adjust traffic and maintain compliance posture.
FAQ
Question: Is 10DLC required for dispensaries?
Answer: Yes. If you send business SMS traffic in the United States using local long code numbers, registration is required.
Question: Does state cannabis legality override carrier rules?
Answer: No. Wireless carriers apply federal telecom standards regardless of state cannabis law.
Question: How long does 10DLC approval take?
Answer: Approval timelines vary but may take several days depending on documentation quality and campaign type.
Question: What happens if my campaign is rejected?
Answer: You must revise your campaign description or opt-in documentation and resubmit.
Question: Can I send messages before approval?
Answer: Sending unregistered traffic increases filtering risk and may lead to suspension.
Question: Does 10DLC guarantee delivery?
Answer: No. Registration improves legitimacy but does not guarantee deliverability.
Question: Should I separate marketing and transactional campaigns?
Answer: Yes. Separation reduces compliance and filtering risks.
Question: Do I need to update registration if my messaging changes?
Answer: Yes. Material changes in content or use case should be reflected in campaign documentation.
Sources and Further Reading
The Campaign Registry explains brand and campaign registration requirements for A2P 10DLC messaging.
CTIA Messaging Principles and Best Practices outlines industry standards for consent, opt-out handling, and content restrictions.
Federal Communications Commission Telemarketing Guidance provides regulatory context for consumer consent and complaint processes.
FCC A2P Messaging Orders describe carrier enforcement authority and anti-robocall frameworks.