A2P 10DLC Campaigns: Trust Scores and Rate Limits

Campaigns are a key part of A2P 10DLC registration — every phone number used for messaging must be linked to a campaign, or use case. This guide explains the available campaign types, how Trust Scores work, and the message throughput limits that apply to your SMS traffic.

Choosing a campaign type

Subdivide your company’s messaging into separate use cases that identify the purpose and type of messages you send from each number or set of numbers. When you register, be ready to provide a campaign description and at least two sample messages per campaign.

Low volume mixed campaign

This option is best for brands with multiple use cases and very low messaging throughput — for example, demo accounts and small businesses such as a single dental office or a donut shop.

Standard use cases

Mixed / Marketing use cases:

• Mixed — any campaign containing 2 to 5 standard use cases.
• Marketing — any communication that includes marketing or promotional content.

Declared use cases:

• 2FA — authentication, verification, or one-time passcodes.
• Account notifications — standard notifications for account holders about their account.
• Customer care — account management, customer support, and other customer care interactions.
• Delivery notifications — status updates about the delivery of a product or service.
• Fraud alert messaging — notifications about potential fraudulent activity on an account.
• Higher education — messaging for colleges, universities, school districts, and education institutions.
• Polling and voting — surveys and polling/voting campaigns for non-political arenas.
• Public service announcement — informational messaging to raise awareness about important issues.
• Security alert — notifications that a system’s security has been compromised and action is needed.

Special use cases

Special use cases may qualify for increased throughput and/or special carrier fees compared with standard use cases. They are Charity, Emergency, Political, and Sweepstakes — sensitive or critical in nature, requiring additional approval. Most CallHippo customers do not need special use cases; contact support if you believe one applies to your organization.

How many numbers can I link to a campaign?

You can link up to 50 phone numbers to one campaign. If you use more than 50 numbers for messaging, create additional campaigns.

What is the Trust Score?

The Trust Score is assigned when your brand is registered with The Campaign Registry. Scores are grouped into levels from lowest to highest, and your Trust Score combined with your campaign type determines your message throughput. An additional secondary vetting option ($40) is available if you are not satisfied with the initial verification result. Without additional vetting, your maximum Trust Score is 49 (4 MPS per the tables below).

Trust Score and rate limits

SMS sending throughput is measured in message segments per second (MPS). Messages toward minor U.S. carriers (small independent carriers making up less than 5% of the market) are based on the MPS rate toward each major network, subject to the caps noted per table.

STARTER message throughput

Messages toward all minor U.S. carriers will be 1 MPS.

STANDARD → Low Volume Mixed use case

Minor U.S. carrier throughput is capped at a maximum of 10 MPS.

STANDARD → Mixed / Marketing use cases

Minor U.S. carrier throughput is capped at a maximum of 10 MPS.

STANDARD → Declared use cases

Minor U.S. carrier throughput is capped at a maximum of 30 MPS.