Attention: Changes to 10DLC TCR pricing and new authentication requirements
Hi everyone,
Starting August 1, 2025, The Campaign Registry (TCR) is introducing new pricing changes and a mandatory brand verification process called Authentication+ 2.0, which will affect how you register and manage your 10DLC messaging services. These changes are part of a broader effort to prevent brand impersonation in the 10DLC ecosystem. The new verification process will mandate a two-factor authentication (2FA) email verification step for all public brands—for both newly registered and already existing brands, as well as for newly registered nonprofit brands. This is to ensure that only legitimate, authorized representatives can register and use 10DLC messaging campaigns.
What's the change?
New 10DLC pricing
Starting August 1, 2025, TCR is increasing the fees for 10DLC brand and campaign registration services. Here are the revised rates:
Fee type | Current price | New price (starting Aug. 1, 2025) |
Brand registration fee | $4.00 | $4.50 |
Authentication+ verification | $0.00 | $12.50 |
Introducing Authentication+ 2.0
Starting August 7, 2025, TCR is introducing Authentication+ 2.0, a mandatory verification process designed to strengthen brand authentication for public and nonprofit entities. According to this update, authentication and identity verification are handled as separate steps, and include a new $12.50 fee for the combined authentication and verification process. The key steps of this process include:
- During verification, you must provide a verification email address that belongs to a trusted individual in your organization. This email address must match your brand's domain name and should not be a generic or shared address. For example, you can use something like patricia@zylker.com, and should avoid using email addresses like marketing@zylker.com.
- TCR will check if the email can be associated with the brand, and then send a verification link and PIN to this email address. To complete the verification process, the recipient will be asked to enter their first name, last name, and title, and the PIN will be added automatically from the email.
- This email will be valid for seven days, and the entire verification process must be completed within 30 days.
- If the process is not completed in time, or if the verification fails, the brand will be marked as "unverified," and a new verification attempt must be initiated with a fee of $4.50.
- TCR will send only one verification email every two hours to avoid spam filtering. If the first email is not used or expires, a new one can be requested.
Does the change impact existing public brands?
Existing brands must complete the Authentication+ 2.0 verification before August 7, 2025. TCR has announced plans to expand it to other brand types in the future. You'll be notified in advance when the re-verification deadline is announced. When the process is made mandatory, you must:
- Provide a new verification email address for each of your registered brands. Each brand's status will be temporarily marked as "unverified" until verification is completed.
- You must re-verify each brand using Authentication+, and the previous verification status will only be restored after successful verification.
- The first re-verification attempt will be free of charge, but further attempts will cost $4.50.
- If you change any brand details other than the verification email during this update, your current vetting status will become invalid. You'll then require a new vetting process to continue with the process.
Why this change?
TCR is introducing these measures to strengthen brand identity validation and reduce fraud and impersonation. This step will help protect recipients from threats like smishing, spoofing, and disinformation by ensuring that only verified brands can register and use SMS campaigns.
What does Zoho recommend?
We recommend that you:
- Review the updated pricing table and prepare for the increased fees effective on August 1, 2025.
- If you're managing public brands, complete Authentication+ verification before August 7, 2025.
- Inform your internal team members involved in brand verification, especially those whose emails will be used in the process.
- If you have any questions or concerns, please don't hesitate to reach us at support@zohocampaigns.com.
Best regards,
The Zoho Campaigns Team
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