Campaign types and what they mean for your throughput


Overview of Campaign Types in The Campaign Registry

The Campaign Registry (TCR) has created two general categories for messaging campaigns: 1) Standard Campaign Type; and, 2) Special Campaign Type. Choosing between these two categories will depend on your use case and required throughput. 

  • Use case. A use case is simply the reason why you’re setting up a messaging service(s). Each use case is tied to one campaign type. 
  • Required throughput. Based on your use case, how many messages would you need to send per minute or daily? Depending on your throughput requirements, you may want to consider registering for Standard or a Special campaign. 

Note: Each mobile network operator (MNO) has their own perspectives on throughput. For example, AT&T sets throughputs at the campaign level while T-Mobile sets theirs at the brand level (meaning capacity is shared across all campaigns). As of this writing, Verizon and U.S. Cellular will  likely both set their throughput at the campaign level, similar to AT&T. 

For more information on throughput, read How Your SMS Throughput Fate is Decided for A2P 10DLC.

Standard vs Special Campaigns

Standard Campaigns can be bifurcated into two sub-categories:

1) Declared / Dedicated  Campaign Type; and,

2) Mixed Campaign Type. Standard Campaigns are approved almost instantaneously.

Depending on the use case, Special Campaigns require pre-registration or post-registration approval. Because Special Campaigns require additional approval, the process naturally will take longer (duration varies). However, when your use case qualifies as a Special Campaign, we recommend taking this route because of the advantages it brings (more on this later).

What is a Declared / Dedicated Campaign Type? 

A Declared / Dedicated Campaign Type is a campaign with a single use case, which makes it easier for TCR and mobile network operators (MNOs) to track and trace messages sent over their network. 

Standard Campaigns shown in TCR w/ Monthly Maintenance Fees

Standard Campaign Type

Advantages of a Declared / Dedicated Campaign Type

  • In direct comparison to a Mixed Campaign Type, individual campaigns allow your brands to protect themselves against a situation where a number and the content are flagged as SPAM, which triggers the MNOs and Aggregators to flag / block the entire campaign via the Campaign ID.
    • Note: As of this writing, TCR limits you to five use cases under a Mixed Campaign Type.
  • Typically, you will receive higher throughput and lower surcharges than a Mixed Campaign Type. This is meant to incentivize declaring a single use case, as this type of campaign provides the greatest transparency for the A2P ecosystem.

Disadvantages of a Declared / Dedicated Campaign Type

  • Increased cost as each use case has to be registered as its own campaign.
  • Numbers cannot be assigned to more than one campaign.

What is a Mixed Campaign Type? 

A mixed campaign allows for multiple use cases put together in a single campaign. Under the Mixed Campaign Type, there is a minimum of two use cases and a maximum number of five use cases.

Mixed Campaigns shown in TCR

Mixed Campaigns

Advantages of a Mixed Campaign Type

  • Able to use a single number for multiple use cases
  • Single campaign fee of $10.00 per month

Disadvantages of a Mixed Campaign Type

  • When use cases share a campaign, non-compliant messaging on one use case could suspend service for the entire campaign
  • Higher AT&T surcharges for mixed campaigns (Verizon and U.S. Cellular treatment of mixed campaigns is pending)
  • Lower throughputs

When is it better to opt for a Mixed Campaign Type?

If your brand or the brands that you manage require a single phone number to send messages with multiple use cases (without the need of higher throughput), then we suggest using a Mixed Campaign Type. However, we can’t stress this following point enough: a use case under your mixed campaign that is flagged as SPAM will spell possible disaster for the entire mixed campaign.

Book a meeting with us to discuss the nuances a bit more. 

What is a Special Campaign Type?

Special Campaign Type is typically time-sensitive, critical, or unique in nature and, as a result, may require pre / post-registration approval by the MNOs. Vetting or MNO approval may be required before a Brand can register Special Campaign Type. 

Special Campaign Type shown in TCR w/ Monthly Maintenance Fees

Special Campaign Type

Each Special Campaign Type requires mandatory vetting (except for “Emergency”). The table below describes the expected vetting process for each Special Campaign Type. A quick note, if you’re looking to create a “Political Campaign”, check out our Political Campaigns & Opt In Requirements Blog.

| Special Campaign Types | Description | Example | Vetting Comment | | --------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------- | | Charity | Communications from a registered charity aimed at providing help and raising money for those in need.  Includes: 501 (c)(3) | A church registered as a 501(c)(3) sending out event reminders to church attendees. | Post-registration approval by MNOs is required for this Use Case. | | Conversational | Peer-to-peer app-based group messaging with proxy / pooled numbers. Supporting personalized services and non-exposure of personal numbers for enterprise or A2P communications. | A food delivery service that offers anonymized messaging between delivery driver and purchaser. | Post-registration approval by MNOs is required for this Use Case. | | Emergency | Notification services designs to support public safety / health during natural disasters, armed conflicts, pandemics and other national or regional emergencies. | A government agency sending out critical alerts. | Does not require additional review. | | Sweepstakes | All sweepstakes messaging | A convenience store sending out offers of a giveaway. | Post-registration approval by MNOs is required for this Use Case. | | Political | Part of organized effort to influence decision making of specific group. All campaigns to be verified.  | A political organization encouraging voters to vote for a specific piece of legislation or a candidate. | Only pre-vetted Brands are eligible for this Use Case via Campaign Verify. | | Social | Communication between public figures / influencers and their communities. Examples include YouTube Influencers’ alerts or Celebrity alerts. | An Instagram influencer sends event updates to followers. | Only MNO pre-approved Communications Service Providers are eligible for this Use Case. | | Platform Free Trial | CSP “Free Trial” Offers for non paying customers, requires separate contract. | TBD | Only MNO pre-approved Communications Service Providers are eligible for this Use Case. | | Agents; franchise; local branches | Brands that have multiple agents, franchises or offices in the same brand vertical, but require individual localized numbers per agent / location / office. | A pizza restaurant that operates multiple location. Each location is assigned an individual number and manages their own text communication. | Post-registration approval by MNOs is required for this Use Case. | | Sole proprietor | Limited to entities without a EIN / Tax ID, requires separate contract. | A handy person with a DBA sends notifications to homeowners. | CSP will handle registration requirements with TCR. |

How does pre-registration and post-registration approval work?

  • Pre-registration approval process: Pre-registration approval is done at the Brand Level. Your Messaging Provider will take your Brand ID to the MNO for approval. Once your brand is approved, the following campaigns in TCR will be unlocked: Political, Sole Proprietor, and Platform Free Trial campaigns. 
  • Post-registration approval process: Post-registration approval is done at the Campaign Level. Your Messaging Provider will take your Campaign ID to the MNO for approval. Once your campaign is approved, the ‘Carrier Status’ page under the campaign will show approved in TCR (green checkmark will be visually displayed),  signaling the campaign is now active.

When is it better to opt for a Special Campaign Type? 

If you have a use case that matches one of the Special Campaign Type, it’s advisable to use take this registration path because of the following benefits:

  • Potentially lower pass-through fees
  • Higher throughputs
  • Lower likelihood of your messages being flagged as SPAM (especially if you choose to register a Standard Campaign that does not match the actual use case)

Book a meeting with us to discuss which campaign type and throughput is right for your brand.

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