A2P (Application-to-Person) messaging refers to any text message sent from a software application to an individual. This includes automated messages such as marketing texts, appointment reminders, account notifications, and more.
In the United States, to send A2P messages using a 10-digit long code (10DLC), businesses are required to register their brand and associated messaging campaigns with The Campaign Registry (TCR). This registration process is handled through a messaging provider (such as Twilio) or an integrated CRM platform like LSS CRM.
A Standard Brand is specifically designed for businesses that are officially registered and have an EIN (Employer Identification Number). Compared to Sole Proprietor brands, Standard Brands allow for higher messaging volume, better delivery reliability, and access to a wider variety of messaging use cases.
Note: If your business operates as a single-person entity without an EIN, you may be eligible for Sole Proprietor Brand registration instead. [Learn more here: A2P Sole Proprietor Brand Registration for 10DLC]
Registering as a Standard Brand provides several advantages for businesses using A2P messaging:
Higher Message Throughput
Standard Brands can send messages at significantly higher volumes compared to Sole Proprietor registrations.
Required for Most U.S. Businesses
If your business is structured as an LLC, corporation, or any registered entity with an EIN, Standard Brand registration is mandatory.
Improved Trust Score
Verifying your brand with an EIN improves your trust score, which can positively affect message deliverability and reduce the chances of carrier filtering.
More Campaign Use Cases
Standard Brands have access to a broader range of approved campaign types, including customer care, marketing, delivery updates, and more.
Reduced Filtering and Delivery Failures
Proper registration increases your chances of consistent and successful message delivery across U.S. carriers.
To register a Standard Brand through LSS CRM or your preferred provider, you’ll need to gather and submit the following business details:
Business Legal Name (exactly as listed in IRS records)
Valid EIN (Employer Identification Number) – U.S. only
Business Type (e.g., LLC, Corporation, etc.)
Industry Category
Official Business Website
Physical Business Address
Business Contact Information (email and phone number)
Authorized Representative’s Details:
Full Name
Job Title
Email Address
Phone Number
Once your information is submitted, your brand will be reviewed and registered with The Campaign Registry. After approval, you can begin setting up your A2P messaging campaigns through your platform, ensuring better deliverability, compliance, and performance.
