A2P Standard Brand Registration for 10DLC

To send text messages to parents and families in the U.S., you must register your childcare business with The Campaign Registry (TCR). This article walks you through registering as a Standard Brand — the required path for most U.S. childcare businesses with an EIN (Employer Identification Number).

What is A2P Standard Brand Registration?

A2P (Application-to-Person) messaging refers to any automated text sent from a platform to a person — like tour reminders, enrollment updates, or parent notifications. U.S. carriers require all businesses using 10-digit phone numbers to register their brand and campaigns.

A Standard Brand is designed for businesses registered with an EIN. It gives you higher message limits and better deliverability than Sole Proprietor registration.

Note: If your business doesn't have an EIN and you're the only employee, you'll need to register as a Sole Proprietor instead.

Why Register as a Standard Brand?

• Higher daily message limits compared to Sole Proprietor
• Required for LLCs, corporations, and most U.S. childcare businesses
• Better trust scores through EIN verification
• Access to more campaign types
• Lower risk of carrier filtering or blocked messages

What You'll Need Before You Start

Gather these details before beginning your registration:

• Business Legal Name (must exactly match IRS records)
• Valid EIN (Employer Identification Number) — U.S. only
• Business Type: LLC, Corporation, etc.
• Business Industry
• Official Business Website
• Business Address (must match your CP 575 form from the IRS)
• Business Contact Information
• Authorized Representative's Name, Title, Email, and Phone Number

Brand Compliance Checklist

Before submitting your registration, verify your business meets these requirements. Failure to comply will result in rejection by carriers.

Verify Your Message Category

Your messaging cannot fall under these Forbidden Categories:

• Debt relief, consolidation, and forgiveness programs are prohibited
• Lead generation and marketing using bought lists, shared databases, or unclear opt-in practices
• Promotional campaigns for lending and investment brands (these can only send transactional notifications)
• Websites mentioning data sharing with affiliates or third parties will likely be rejected

Avoid Deceptive Advertising

Your website must NOT include:

• False claims about your services
• Missing required disclosures
• Misleading information
• Hidden terms in small print
• Unverified comparative claims

How to Register for A2P as a Standard Brand

Follow these steps carefully to complete your registration:

Step 1: Navigate to Trust Center

1. Click Settings from your Client Account
2. Select Phone System under Business Services
3. Click the Trust Center tab

[SCREENSHOT: Settings menu with Phone System highlighted, then Trust Center tab visible]

Step 2: Start Your Registration

1. Click the Start Registration button under the A2P Messaging (SMS) tab
2. Select United States or Canada from the country dropdown
3. Select 'Yes, the business I'm registering has a tax ID' when asked about your tax ID (you can find your U.S. EIN on your CP 575 form from the IRS)
4. Click Continue

[SCREENSHOT: Trust Center screen showing Start Registration button and country selection options]

Step 3: Add Business Details

Important: These details are submitted to The Campaign Registry (TCR) for approval. Everything must exactly match your IRS records. Any discrepancies in business name, number, or address will result in rejection.

1. Enter your Legal Business Name as registered with the government (e.g., "ABC Learning Center LLC" not "ABC Learning Center")
2. Select your Business Type from the list
3. Choose your Business Registration ID Type
4. Enter your Business Registration Number (your EIN)
5. Select your Business Industry from the available options
6. Enter your Business Email
7. Add your Website URL
8. Select your Business Region of Operations
9. Click Continue

[SCREENSHOT: Business details form with all fields visible]

Step 4: Add Business Address

Your address must match what's on your CP 575 form (U.S. only). Do not use a P.O. Box in the street address field.

1. Select your Country
2. Select your State/Province/Region
3. Add your Street Address (must be a valid physical address)
4. Add your City
5. Enter your Postal/Zip Code
6. Click Continue

[SCREENSHOT: Address form showing all required fields]

Step 5: Add Authorized Representative Contact Information

This should be someone who can answer questions about your brand if needed. Each brand you register must have unique contact information.

1. Add the Authorized Representative's First and Last Name
2. Add their Email Address (don't use the same email for more than 5 brands; use a public domain email like Gmail, Hotmail, or Yahoo — not G Suite)
3. Add their Phone Number (don't use the same number for more than 5 brands; must be reachable)
4. Select their Job Position from the list or select "Other" and type in their title
5. Click Continue

[SCREENSHOT: Authorized representative contact form]

Step 6: Choose Your Business Use Case

Your Business Brand Type will be automatically set to Low Volume Standard or High Volume Standard based on your profile information.

Low Volume Standard

• Designed for childcare businesses with moderate messaging needs
• Requires a valid EIN
• Supports multiple phone numbers
• Allows up to 6,000 text segments per day
• One-time registration fee

High Volume Standard

• For businesses needing higher message volumes
• Requires additional verification
• Higher daily message limits
• Typically used by larger childcare chains or multi-location centers

[SCREENSHOT: Business use case selection screen showing volume options]

Understanding Trust Scores & Throughput

After registration, TCR assigns your brand a trust score that determines your daily message limits. Higher trust scores mean better deliverability and higher throughput.

Trust scores are based on:

• How long your business has been registered
• EIN verification
• Website quality and compliance
• Business reputation

Handling the "Maximum 3 Tries Exhausted" Error

If you receive this error, it means you've attempted registration three times with information that doesn't match TCR's records. Double-check all details against your IRS documentation and contact Enrollio support for assistance.

Frequently Asked Questions

How long does registration take?

Most Standard Brand registrations are approved within 2-5 business days. You'll receive an email notification once your brand is approved.

Can I use my personal EIN?

No, you must use your business EIN. If you don't have a business EIN, you'll need to register as a Sole Proprietor instead.

What if my business information changes?

You'll need to update your registration with TCR. Contact Enrollio support for guidance on updating your brand information.

Do I need to register each phone number?

No, you register your brand once, then register individual campaigns. Each phone number is associated with a campaign.

What happens if my registration is rejected?

Review the rejection reason carefully, correct the issue (usually mismatched information), and resubmit. If you need help, contact Enrollio support.