When you register your A2P Brand with your Business Profile, Enrollio will submit your business information to The Campaign Registry for review. This determines your eligibility and message throughput for your text messaging campaigns.
This article explains how Brand approval works and shares best practices to ensure your childcare center gets approved quickly.
What Is an A2P Brand?
A2P stands for "Application-to-Person" messaging — the technical term for when your childcare center sends texts to parents through Enrollio. Your A2P Brand is your business identity registered with carriers to send these messages.
All childcare centers using text messaging in Enrollio need an approved A2P Brand to ensure high deliverability and avoid message filtering.
How Brand Approval Works
When you submit your Brand registration, The Campaign Registry reviews your business information and assigns a Trust Score. This score determines:
- Whether your Brand is approved
- How many messages you can send per day
- How likely your texts are to reach parents
The review typically takes 1-3 business days, though some registrations may require additional verification.
How To Maximize Your Trust Score
Follow these best practices to ensure your childcare center's Brand gets approved with the highest possible Trust Score.
Use a Valid EIN for US-Based Companies
Enter your EIN (Employer Identification Number) — not a DUNS number. The Campaign Registry specifically requires your EIN for US-based childcare centers.
Your EIN is the 9-digit tax ID you received from the IRS when you registered your business. It looks like: 12-3456789
Enter Your Legal Company Name Exactly as Registered
Your Legal Company Name must match exactly what's on file with the IRS. This includes:
- Exact spelling and capitalization
- Legal entity type (LLC, Inc., Corp, etc.)
- No abbreviations unless that's how it's officially registered
Example: If your IRS records show "Little Learners Childcare LLC," don't enter "Little Learners" or "Little Learners, LLC" (note the comma difference).
[SCREENSHOT: Business Profile form showing Legal Company Name field with example entry]How to Find Your EIN (For US Companies)
You can find your EIN on:
- Your IRS confirmation letter (Form CP 575)
- Previous year's tax returns
- Your state business registration documents
- Any official IRS correspondence
If you can't locate your EIN, call the IRS Business & Specialty Tax Line at 1-800-829-4933.
Use a Valid Tax ID for Companies Based Outside the U.S.
If your childcare center operates outside the United States, you'll need to provide your country's equivalent business tax identification number.
Guidance for Companies in Canada
Canadian childcare centers should use their Business Number (BN) issued by the Canada Revenue Agency. This is a 9-digit number that may be followed by program identifier codes (like RC for corporate tax).
Enter only the first 9 digits of your Business Number, without any program identifiers.
Guidance for Companies in the Rest of the World
Use your country's official business registration or tax identification number:
- UK: Company Registration Number or VAT Number
- Australia: Australian Business Number (ABN)
- EU Countries: VAT Number or National Business Registration Number
The key is using whatever official government-issued number verifies your childcare center as a legitimate business.
Common Errors for EIN/Tax ID
Avoid these frequent mistakes that delay Brand approval:
- Using a DUNS number instead of an EIN — DUNS numbers are for credit reporting, not tax identification
- Including dashes or spaces inconsistently — Enter your EIN exactly as shown on IRS documents
- Using a personal SSN for an LLC or corporation — Use your business EIN instead
- Entering your state business license number — This is different from your federal EIN
- Using an old EIN from a closed business — Make sure you're using your current, active EIN
Further Recommendations
Check Your Business Address
Enter your physical business address exactly as it appears on your IRS records or business registration. Don't use:
- P.O. Boxes (unless that's your official IRS address)
- Virtual office addresses
- Personal home addresses (if your business is registered elsewhere)
The Campaign Registry may verify your address, so accuracy matters.
[SCREENSHOT: Business Profile form showing business address fields]Supported Stock Exchanges
If your childcare organization is publicly traded, you can select your stock exchange and provide your stock ticker symbol. This significantly boosts your Trust Score.
Most childcare centers are privately held and should skip this section.
Other Factors That Impact Your Trust Score
Beyond your EIN and company name, these factors also influence your Brand approval:
- Business website: Having an active, professional website for your childcare center
- Business age: How long your center has been in operation
- Industry vertical: Childcare and education generally receive favorable scores
- Contact information: Valid phone number and email address
Frequently Asked Questions
How long does Brand approval take?
Most Brands are reviewed within 1-3 business days. If additional verification is needed, it may take up to 5 business days.
What happens if my Brand is rejected?
You'll receive an email explaining the reason for rejection. Common issues include mismatched business information or invalid EINs. You can correct the information and resubmit your Brand registration.
Can I use my Brand registration across multiple phone numbers?
Yes! Once your Brand is approved, you can use it for all phone numbers in your Enrollio account.
Do I need a separate Brand for each location?
No. If you operate multiple childcare locations under the same legal business entity (same EIN), you only need one Brand registration.
What if I'm a sole proprietor without an EIN?
You can use your Social Security Number, but we recommend obtaining an EIN from the IRS (it's free and takes about 15 minutes online). An EIN typically results in better Trust Scores.
Will this affect my ability to text parents right away?
During the approval process, you may have reduced sending limits. Once approved, your full message throughput will be restored based on your Trust Score.