The telecommunications industry will soon be implementing regulatory changes which CallTrackingMetrics is committed to supporting as part of a global effort to combat fraudulent spam calls and text messages. The two changes, the Application to Person messaging service, also known as A2P 10DLC, and STIR/SHAKEN, will require businesses to obtain an attestation trust score by creating a business profile. The trust score provides the underlying carrier with information to verify that the communications are not spam.
Beginning in July 2021, businesses will be assigned a trust score for outbound calling, which will be “signed” by the underlying originating caller’s carrier and sent to service providers or mobile networks like AT&T, T-Mobile (including Sprint) and US Cellular. There will be different ratings, or attestations, of calls: A, B or C. These ratings allow carriers to verify information about the call or text message and give consumers a better idea of the validity of the caller. “A” rated calls are likely to be treated favorably, while “B” and “C” rated calls will be viewed as more suspicious. Over time, the weight given to attestation ratings is expected to increase according to some carriers.
Read on for more information on what you can expect from these changes, what will be required, and how your business can maintain compliance.
Registration for Business Profile opens April 1, 2021
Campaign Registration from April to May 1, 2021
STIR/SHAKEN takes effect June 30, 2021
Follow these steps to ensure your business is compliant and to earn trust with customers and prospects.
These regulatory changes are industry wide so businesses will need to register their phone numbers for the business profile to obtain a trust score for both STIR/SHAKEN and A2P. For A2P messaging, there are additional steps that are needed to register your Brand and campaign/use case (additional fees will apply) which the carriers will need to approve. Campaign approval can take up to 48 hours to 78 hours. With these changes CTM has put together a list of the most frequent massage templates in order to help facilitate the process for you. The A2P Message templates can be found at [link]
Why are the carriers making these changes?
With these industry changes, part of the process is to implement an attestation trust score so the underlying carrier can verify the calls and SMS outbound traffic from companies is not spam, robocalls, or fraudulent.
If I register my business profile how long does it take to get an Attestation Trust Score?
Normally the Attestation Trust Scores will be delivered within 48 to 78 hours
What dependencies reflect my Attestation Trust Score provided by the carrier?
Business attestation scoring is based on Business Type, longevity, address, Tax ID or DUNS number. Note: the longer a company is in business and once registered the score could go up according to the carriers.
Are there costs involved with registering my account to obtain an attestation score when I’m signing up for service or if I’m an existing customer?
No fee is involved for initial registration of your business profile.
Can I challenge the Assestation Trust Score?
Yes, by paying a fee to a 3rd party verification provider they can do an independent check and provide you a Trust Score. The fee normally runs anywhere from $40.00 to $55.00.
Once I’ve been provided an attestation trust score is there anything else I need to do?
Yes, You will need to register the phone number for both STIR/SHAKEN and if you are using A2P messaging you will need to add your Brand, campaign type, and a sample message which will be submitted to the carrier for approval.
How can I find out my attestation trust score?
??? (Rick to verify the process)
Where does the term SHAKEN come from?
SHAKEN is an acronym standing for Signature-based Handling of Asserted information using toKENs. SHAKEN is a software based verification process designed to significantly reduce robocalls as well as ensuring caller ID displays are valid protecting consumers. The FCC’s recent report states that unwanted calls are their number one consumer complaint. Caller ID spoofing leads to fraud.
Did an industry group create SHAKEN?
Yes, SHAKEN was created by the task force IP-NNI working for ATIS-SIP Forum. IP-NNI stands for “Internet Protocol – Network to Network Interface”. The Internet Engineering Task Force (IETF) formed the working group STIR (Secure Telephone Identity Revisited) to develop policies for carriers. STIR in turn created SHAKEN which is why it is typically referred to as STIR/SHAKEN.
How does SHAKEN work?
Based on a business profile created by the company there are multiple factors that drive an attestation trust score. Trust scores are derived from the longevity of the business, tax ID or DUNS number, physical address, and verified company contacts. Based on the attestation trust score, calls that are being initiated by a company and delivered to the carrier’s consumer phone, validation will be provided in the following (e.g. Spam, Scam Likely, or “valid company name” ).
When does STIR/SHAKEN go into effect?
Beginning June 30, 2021 STIR-SHAKEN initiative will be implemented by United States telecommunications providers. This will enhance consumer confidence and trust when accepting calls.
What will my caller ID look like when STIR/SHAKEN is implemented on my phone.
That will depend on your provider, and telephone manufacturer as to what caller ID display will show (e.g. Spam, Scam Likely, or “valid company name” ).
Will STIR/SHAKEN cost me additional fees?
At this time, Call Tracking Metrics is not aware of any additional fees to consumers. However, the industry is still defining guidelines. Agencies may incur fees when challenging their attestation trust score.
Is STIR/SHAKEN a United States only regulatory initiative? Will Canada be affected?
STIR/SHAKEN is a US based initiative. However, Canada will most likely follow suit.
I receive many calls from international companies and their representatives utilizing ten digit United States telephone numbers. Will STIR/SHAKEN benefit me?
Yes, the business attestation trust score generated from these calls will be vetted to ensure validity of the company’s identity.
What will happen to calls that receive low attestation scores? Will carriers deliver such calls?
At this time carriers are still defining rules and attestation criteria. There is no clear plan for calls with low attestation scores. However, it is possible that low attestation scored calls will not be delivered. (Rick to verify this information)
How does a business maintain a high attestation score?
Once an attestation trust score is established, over time businesses will gain additional credibility and their attestation score should increase with the carriers. However, low answers rates and short call duration calls (Under 60 seconds) could contribute to lowering a company’s attestation trust score causing calls not to be delivered.
If I make a STIR/SHAKEN-signed call that potentially is a robocall will the underlying carrier deliver the call?
Yes, if you have established a high attestation trust score the call should be delivered. The higher the attestation score, the more likely the call will be delivered to the end user. Should a company’s attestation score drop, they will most likely see a decline in call delivery.
How does A2P 10DLC work?
The requirements needed for the A2P 10DLC service are as follows:
Business profile creation/registration is the first step needed to identify who they are in order to send messages to the carrier networks .
Businesses will then need to register their Band and the campaign type and provide a sample message (or two) that they are sending to their customers e.g. campaign types, marketing messages, account notifications, delivery notifications, etc.
Registration will need to be completed using the CTM A2P 10DLC registration page for all types of messages being sent.
Businesses will need to register their Campaigns for A2P 10DLC messaging in the US starting April 1, and no later than June 1, 2021 in order to send messages to AT&T customers.
What is the timeline for registration and deadlines for A2P 10DLC registration?
Registration starts on April 1, 2021 in order for you to register you will need to create a Business Profile, Brands and Campaigns for A2P 10 DLC messaging. CTM will waive the associated fees until May 1 to provide customers time to register their A2P 10DLC campaigns (see below).
May 1, 2021:
Starting May 1, 2021 the AT&T pass through charges will go into effect for each message, per the campaign type. Some unregistered campaign types may have higher associated carrier pass through fees for Short Messaging Service (SMS) and Multi Media Service (MMS).
June 1, 2021:
Starting on June 1, 2021 is the registration deadline for AT&T. If campaigns are not registered, it is possible that AT&T will start blocking SMS and MMS for non-registered A2P 10DLC on their network.
We encourage customers that are currently sending messages to complete the registration process so your messages are delivered to the AT&T network.
On May 1, AT&T's pass through surcharges go into effect, AT&T will be charging a higher pass through change for unregistered traffic for SMS and MMS (see the fees table below). On June 1, 2021 AT&T intends to increase their filtering for non-registered SMS and MMS, to protect their customers from unwanted messages or SPAM.
It is currently believed that T-Mobile & Sprint are also going to require registration under the A2P 10DLC requirements. Once CTM gets further information regarding this we will update this document accordingly.
How does Brand registration work?
After you complete your A2P 10DLC Profile and register your campaigns Brand and a sample message (or Two) you will be provided a Trust Score of: High, Medium, or Low trust. Based on these Trust scores will determine the message throughput rate that the carrier provides you. So the higher the trust score the more messages you can send over the carriers network.
So what does a Trust Score truly mean and how is it determined?
Once you complete the registration process of your Business Profile and register your Brand for A2P 10DLC campaign messaging the information it will be sent to a 3rd party at the center of this new registration system, also known as The Campaign Registry (TRC). TCR will use a reputation algorithm to review specific information about your company, and will assign a “Trust Score” that will determine your messaging throughput rate.
Why does the Trust Score determine my throughput rate?
Since Trust Scores have three different levels (Low, Medium, to High) the score will be used along with your Campaign type to determine the total throughput rate for the Campaign type you wish to send.
What’s a Campaign?
A series of use cases make up a campaign type. Each use case represents the type of notification you would like to provide. So for example, if you would like to run a marketing campaign for coupon advertisements, that would fall under a marketing use case, or you wanted to send out appointment reminders to your customer, that would fall under the category of Reminders, A list of detail use cases are provided below. One note: each campaign (or Use Case) type needs to be registered.
Do I need to select a Use Case when registering a campaign?
Yes, the use case determines the type of message being sent and determines the carrier passthrough fee that will be charged for each message on AT&T network.
Use cases vary from reminders, 2 factor authentication, marketing messages, customer notifications, to public service announcements, and many more. A list is provided below for the Use Cases.
With these changes will I need to register my campaign in the The Campaign Registry?
No. registration can be completed entirely through CTM. CTM and our partners have integrated directly with The Campaign Registry (TCR) to facilitate registration for customers.
Will I need new phone numbers to use this A2P 10DLC service?
No, if you already are using 10 digit phone numbers for sending messages there is no need to buy new numbers. However, you will need to register the existing phone numbers for each campaign type to ensure your message will be delivered.
If I would like to register for A2P 10 DLC what is needed?
In order to register your business profile, brands and campaigns, you will need to have information about each business and brand. The required information includes the business name, physical address, business type, Industry type, Tax ID or DUNS number, and provide 2 company contacts under your business profile.
Once I submit my Brand and Campaign registration, how do I assign phone numbers for my A2P 10DLC campaign?
Once your Brand(s) and Campaign(s) are approved, you will need to link each of your A2P Campaigns to the phone numbers you would like to use for that campaign. Any numbers that you add to that campaign will be automatically associated with the Campaign that you assigned to that messaging service.
What about MMS messaging are they affected by A2P 10DLC change?
Yes. but it is recommended that if high-volume MMS use cases are being used, utilizing a short code is still the best option.
Are dedicated Short codes or Toll Free Numbers affected by these A2P 10DLC changes?
These changes do not directly affect dedicated short codes along with Toll-Free numbers.
Effective June 1, 2021 Shared Short codes will be prohibited for use for high-volume messages.
Carrier Fees FAQs
What fees are associated with the A2P 10DLC service?
There are fees for both sending A2P 10DLC messages along with campaign registration.
Brand registration fee: $4 one-time registration fee, per Brand.
Campaign registration fees
Low-volume* Mixed-use Campaign
* The threshold for "low volume" has not yet been defined by carriers. This article will be updated when that information is available.
AT&T Surcharge Passthrough Fees
AT&T long code SMS carrier fee (per segment)
AT&T long code MMS carrier fee
Use cases within campaign type
Declared Use Case
Single use case covering 2FA, authentication, customer care, group messaging, notifications, operations, and anything else indicated "Declared" in Table 2 below.
Mixed / Marketing Use Case
Marketing use case or combination of use cases under one campaign.
Basic / Unregistered
High risk provider or unregistered traffic
Special (select use cases only)
Charity, emergency services, public safety
Add'l carrier vetting required?
Any authentication or account verification such as OTP
Notifications about the status of an account or related to being a part of an account
Support, account management, and other avenues of customer interaction
Information about the status of a delivery
Fraud Alert Messaging
Messaging about potential fraudulent activity such as spending alerts
Message campaigns from colleges, universities, and other education institutions
Low Volume Mixed
A campaign that covers multiple use cases such as marketing promotions and delivery notifications. Primarily for small businesses. Note - mixed campaigns are likely to have lower throughput and a higher cost per message.
Promotional content such as sales and limited time offers
A campaign that covers multiple use cases such as Customer Care and Delivery Notifications. Note - mixed campaigns are likely to have lower throughput and a higher cost per message.
Polling and voting
Notifications about polling and voting
Public Service Announcement
PSAs to raise audience awareness about a given topic
Notification of a compromised system (software or hardware related)
Messages from a registered charity such as 501c3 charities. Note - religious organizations are not included
n-app peer-to-peer (P2P) conversations using proxied or pooled numbers or personalized services for enterprise or A2P communications to protect privacy of personal numbers
Notifications about/supporting public safety during emergency situations
Sweepstakes related communications
Messages from a verified campaign to influence decision making
Non-commercial communication within or between closed communities
I have some additional questions. Who do I contact?
There are several ways to contact our support team. If you are inside the CallTrackingMetrics platform, you may select the “Chat with Support” option. Additionally, you may reach our team by phone at (443) 432-2896 or create a support ticket by sending an email to firstname.lastname@example.org.
To help keep customers informed, we are sending regular emails related to these regulatory changes and proactively keeping this web page up-to-date. We recommend reviewing these resources often, as information is subject to change.