10DLC campaign types: Dedicated vs. mixed-use

In our 10DLC campaign registration walkthrough, we mentioned brands and campaigns. You might be wondering how this relates to your business and 10DLC messaging. The short answer is, it really depends.

Each business is likely to have a slightly different set up depending on their business model and customer base.

Brands vs. campaigns in 10DLC registration

Brands are the entity perceived as sending messages. It can be either large or small. Take a pizza store for example. You can have a local pizza shop or a large chain store. You would be considered a brand, even if the large chain had multiple locations. Campaigns on the other hand, focus more on the use case or the reason for sending a message.

In a pizza shop, they might be sending out marketing delivery notifications or account notifications. There are a few different options to register 10DLC campaigns. They can depend on what works best for you.

Dedicated vs. mixed-use 10DLC campaigns

The first decision you need to make is if you want a dedicated campaign or a mixed-use campaign.

  • A dedicated campaign focuses on a single-use case and has a lower surcharge for AT&T.
  • A mixed use campaign can have multiple use cases, but does come at a higher surcharge.

Because each campaign is associated with a recurring cost, some companies may find it beneficial to have a mixed-use campaign if the amount of messages sent for the higher surcharge is low enough that the cost of an additional campaign fee doesn’t make sense for them. Other companies might find additional campaign fees to be more beneficial so they can obtain a lower surcharge from AT&T.

Another great use for mixed campaigns is for companies that utilize a single number for all of their messaging needs. Each phone number can only be associated with a single campaign. So if the pizza shop uses their main number for both marketing and delivery notifications, they would be better suited with the mixed campaign.

Another option is a low-volume campaign. These are campaigns that are designed for less than 15,000 messages a month. And they come at a reduced cost. They are not designed for time-sensitive messages due to a more limited number of messages per second, but can be a great option for smaller messaging users. They do have a higher surcharge for AT&T than other campaign types. But the lower campaign fee could balance it out depending on the number of messages sent out.

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