Understanding A2P Registration: Brand vs Campaign Registration
Learn the difference between brand and campaign registration in the A2P verification process. What each step verifies and why both are required.
Quick Answer: A2P registration has two phases: Brand Registration verifies your business identity (EIN, business name), while Campaign Registration verifies how you'll use SMS messaging (message types, opt-out compliance). Both must be approved for SMS to work.
What You'll Learn
This guide explains the two phases of A2P registration and what happens at each step.
Brand Registration
Purpose: Verify that your business is legitimate and properly registered.
- Verifies your EIN matches IRS records
- Confirms your legal business name
- Validates your business address
- Establishes your business identity with carriers
Timeline: 1-3 business days
Campaign Registration
Purpose: Verify that your SMS use case is legitimate and compliant.
- Reviews your sample messages
- Confirms appropriate message types for your business
- Verifies opt-out compliance
- Assigns your messaging throughput limits
Timeline: 1-4 business days (after brand approval)
The Complete Process Flow
- You submit registration with business info and sample messages
- Brand Registration is processed first
- Once brand is approved, Campaign Registration begins automatically
- Once campaign is approved, SMS is enabled
- If either fails, you'll see the denial reason and can resubmit
Why Two Phases?
The two-phase system helps carriers:
- Prevent fraud: Verifying business identity stops bad actors
- Ensure compliance: Reviewing use cases protects consumers
- Maintain quality: Legitimate businesses get better delivery rates
- Meet regulations: FCC requirements mandate business verification
Frequently Asked Questions
Q: Can campaign registration fail if brand passed?
A: Yes, they're independent reviews. Campaign can fail due to message content issues even with approved brand.
Q: Do I need to do anything between brand and campaign?
A: No, campaign registration starts automatically after brand approval.
Q: How do I know which phase I'm in?
A: The timeline on your SMS Setup page shows completed and pending phases.
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Last updated: February 1, 2025