When you register your A2P Brand with your Business Profile, Luubu Phone will submit your business information to The Campaign Registry for review, determining your eligibility and throughput for your messaging Campaigns. This article summarizes how Brand approval works and our best practices to ensure your Brand is approved.
Covered in this Article:
How Brand Approval Works
Guidance for companies in Canada
Guidance for companies in the rest of the world
Common customer errors for EIN/Tax ID
Check Your Business Address
Frequently Asked Questions
How Brand Approval Works
The approval process starts with a primary vetting of your brand completed by The Campaign Registry. As part of the approval process, Luubu Phone will automatically submit your brand for Secondary Vetting, an additional review process that can lead to increased throughput and messaging limits. Once that vetting is completed, you will receive a Trust Score that determines your long code messaging throughput to US networks and daily message limits to T-Mobile as described in Message throughput MPS and Trust Scores for A2P 10DLC in the US. For a full walkthrough of the Brand registration process, please see our A2P 10DLC Onboarding Guide.
How To Maximize Your Trust Score
Frequently Asked Questions
Use a valid EIN for US-based companies – not a DUNS number
The provided EIN and Legal Company Name must match business registration sources for private and public for-profit companies. Please ensure:
For Standard A2P 10DLC brand registration, customers with a US presence must use an EIN.
A DUNS number is unacceptable for US companies creating Standard A2P Brand registrations. A DUNS number should only be used in Business Profile creation if you do not want to use US A2P messaging and only want to use Stir/Shaken for Voice.
For Non-Profit and Political Organizations, the EIN has to match the Legal Company Name available in the Tax-Exempt Organizations or Registered Political Organizations list. Learn more inNonprofit and Government Guide to A2P 10DLC Text Messaging.
Enter your Legal Company Name exactly as registered with the IRS
If you’re registering a US entity, please enter the exact Legal Company Name as registered with the IRS, which can be found on the CP 575 EIN Confirmation Letter. An exact match between the Legal Company Name and the EIN as displayed on CP 575 is required for the Brand to be successfully registered. Please do not use the Legal Company Name found on the W2 or W9 forms as they may be different from what you have on the CP 575 notice.
If you do not have access to your company's CP 575 notice then contact your company's accountant or financing office and ask for it. If the CP 575 notice has been misplaced, you may request a 147c letter from the IRS and use the information there for registration.
How to find your EIN (for US companies)
If your company is publicly traded and registered with the Securities and Exchange Commission (SEC), you can use the SEC's EDGAR system for free to look up your EIN.
Contact your company's accountant or financing office and ask for the EIN.
Find your company’s W2 form or any local or federal tax filings that may be online.
Use a Valid Tax ID for companies based outside of the U.S.
The provided EIN and Legal Company Name has to match registration sources for private and public profit companies. Please ensure:
ALL customers creating a Business Profile must provide a valid Tax ID.
A Tax ID from their country is required for Standard A2P 10DLC brand registration or customers with an International presence.
For Businesses outside US /Canada there may be a requirement for additional vetting to verify their brand successfully.
In such cases, they will no longer be able to register as Low volume standards.
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