William Dudley DeMystifying Messaging Series, MMS, SMS

Demystifying the US Messaging Ecosystem: Part 5 — The TCR Interview Deep Dive

Welcome back for the 5th installment of our “Demystifying the US Messaging Ecosystem” series!  We previously covered:

In the 3rd  post of this series, The Rise of The Campaign Registry, we laid the groundwork by establishing TCR’s critical function in creating order, trust, and compliance within 10DLC messaging. We explored the mechanics of Brand and Campaign Vetting, the critical nature of its centralized enforcement, and its role alongside partners like NetNumber.

Now, as promised, we’re going back to The Campaign Registry (TCR) to bring you a deeper, more personal perspective. I’ve compiled a comprehensive list of questions and received exclusive, unfiltered answers from the TCR leadership team. This interview provides the human context, culture, and forward-looking vision that drives this essential infrastructure.

Here is the full Q&A.

History, Motivation, and Evolution

The genesis of TCR is rooted in a fundamental industry need: transforming the chaotic, unauthorized use of long codes into a compliant, high-performing channel. Our first set of questions aims to peel back the layers on that journey, understanding the pivotal decisions that led to the creation of the registry and how its role has evolved from a nascent idea to an industry standard.

Me: I know some of the history of TCR, but I’d like to delve into this a bit more. I know your team was instrumental in the early days. Can you walk us through the genesis of TCR? What specific challenges in the A2P messaging space led to its creation?

TCR: In the beginning, we were aware, as most others were, that the 10DLC channel was out of control in that anyone could send traffic there with very minimal oversight. MNOs first efforts were focused on instituting firewall-type solutions to identify and block unwanted traffic. The challenge is that “good” and “bad” players had to resort to similar behaviors to send traffic and “bad” players worked very hard to mirror the look and feel of “good” players. This resulted in a significant amount of “false positives,” which is a fancy way of saying good traffic was blocked, and a significant amount of unwanted traffic being delivered. The next step by MNOs was to engage with their DCAs to work on this traffic, but their DCAs had very little insight into traffic that often was 2, 3 or more “hops” away and thus found effective control to be very time-consuming and ineffective (the traffic would just move in near real-time to a different DCA). This understanding turned into the requirement spec for version one of TCR.

Me: Were there specific events or trends, like a surge in spam or brand impersonation, that served as a tipping point for the carriers to collaborate on this initiative? When and what was the motivation to go from an internal product to the creation of TCR itself as a separate entity?

TCR: As I recall there were many. The carriers collectively decided on the 10DLC model after an RFP process with an industry body. TCR argued with the premise of the solution proposed and stated that it was clear there was a need to identify and verify the “Who” (the parties involved with sending the messaging) and the “What” (what they claimed they intended to do). Without those two items, powerful tools already in place with the MNOs, (and each MNO had different systems in place), were ineffective because of challenges with impersonation. This concept was created when we were a part of a company called Kaleyra. It was clear that the activity would have to be completely isolated and independent to provide a fair solution. Based on this, TCR was set up as a separate legal entity, and all elements were separated from the mother company, (Kaleyra).

Me: Recall that before all of this, the CTIA had done an RFI for a similar registry; however, it really never went anywhere. Was this part of the catalyst? We know that, at first, you didn’t have all the major US Carriers on board. What changed their mind?

TCR: Yes, this started with the RFI/RFP but that process concluded, and we did a POC with one MNO and later the others joined after reviewing our solution and seeing where it could help with their individual systems and processes. Each MNO uses TCR in their own unique way.

Me: How has TCR’s role evolved since its inception?

TCR: TCR has constantly tried its best to understand how to optimize the 10DLC ecosystem, to listen to all participants to reduce friction and increase value. In terms of the services provided, we improved the services, but the role remained in supporting the 10DLC ecosystem, and that did not change.

Me: What were some of the biggest hurdles you faced in the early days of adoption, and how were they overcome? How do you ensure the registry stays ahead of new threats and bad-actor tactics?

TCR: Initially there was concern by MNOs and customers that this would be high friction and that their data would not be safe. There were also concerns about “TCR’s rules,” etc., which simply was never the case; TCR just complied with requirements of the MNOs and CTIA’s Best Practice Guidelines. Over time, I believe we have been successful in putting together an efficient process of exchanging campaign transparency to the MNOs with reliability and predictability to the DCAs (and CSPs). To stay ahead, we monitor what we can see and talk with the MNOs, DCAs, and CSPs to make sure we are aware of issues and addressing them. We typically have weekly calls individually with MNOs and a joint call with them.

A Collaborative Culture and Philosophy

In Part 3, I shared my very positive personal experience working with the TCR team as a CNP/DCA partner—attending monthly calls, suggesting improvements, and witnessing their responsiveness firsthand. The relationship between the registry and its ecosystem partners is critical. This section focuses on TCR’s philosophy of support, communication, and collaboration with Direct Connect Aggregators (DCAs), Communication Service Providers (CSPs), and Content Network Providers (CNPs).

Me: As a former CNP/DCA employee, I was routinely on periodic calls with your team, and I always found those interactions to be positive and productive. Who might we have spoken with?

TCR: Customer-facing employees include (but are not limited to) Antonio, Brandon, Ayshe, Daisy, Wendy, Kelsey, Saransh, Lisa and now Kris. This is our standard process which we do with many of our customers (in terms of meetings at least 1x a month) and with all of our customers from whom we get feedback.

Me: What is TCR’s philosophy around customer support and dialogs with entities like Direct Connect Aggregators (DCAs), Communication Service Providers (CSPs), and Connectivity Providers (CNPs)?

TCR: They are critical to us providing valued services. We focus on making sure that we understand their needs / concerns, and we try to address them the best we can or at least explain the underlying issues in cases we are not able to address an issue immediately. We also raise key issues to MNOs on weekly joint calls with them.

Me: How do you maintain a balance between strict enforcement of rules and fostering a collaborative, supportive relationship with your partners? Can you share an example of a successful collaboration with an ecosystem partner that led to an improvement in the system?

TCR: At the end of the day, the vast majority of people we work with have good intentions, but are frustrated by how things have been set up. Our view is the more we can remove friction and frustration, the more parties will want to use the 10DLC channel which is a win for everyone. 90%+ of new features are based on discussions with customers / partners / MNOs.

Me: Given the complex nature of the ecosystem, how does TCR ensure consistent information and support across all partners in the messaging chain? How do you handle disputes or issues that arise between different parties, and what is your process for resolution?

TCR: This can be a challenge because parts of the chain we are not involved with and are not allowed to communicate on (we do not deliver traffic, we do not block traffic, we do not check for compliance, etc.). However, where we can, we introduce communication across the value chain with the relevant portals, add standard documents to our knowledge base, and work with representatives from our customers (10DLC Council). How we handle disputes depends on the issue, but typically we try to listen, collect the relevant information, and where appropriate, we escalate it up to the relevant group to try to find an appropriate solution. The bottom line is we try to facilitate a solution or a reasonable, understandable explanation from the relevant party.

Me: Have there been any partners that TCR is working with that have helped you really achieve your mission and what benefits are they bringing to this ecosystem through their work with TCR?
TCR: When we started TCR we wanted to avoid creating new workflows but rather, as much as possible, adapt to what was working already.  Our first partner that we spoke with was NetNumber whose NNSR (NetNumber Service Registry) was being used to ‘SMS enable’ 10DLC numbers and the ecosystem already did a dip with them.  They were great to work with and have been key to making the TCR service more seamless from the existing experience.  We also worked closely with Aegis Mobile, WMC Global and Campaign Verify to make sure those experiences were as clear and frictionless processes as possible.  John Brunner at Aegis Mobile has been absolutely terrific in working with the entire ecosystem.  We are lucky to have so many good partners that have similar goals of efficient, transparent and effective workflows that support 10DLC growth and success.

Me: Could you describe the culture at TCR? What is the team’s shared vision and what drives your work every day?

TCR: We like to give people the freedom to do their work and try their best to add value and be fast. This allows us to have staff which feel fulfilled and supported and customers who see we work hard to support them quickly. We believe the better we can enable 10DLC to function, the more people will use it and the more successful we will be. So, for the US, it is all about removing friction and adding value wherever and whenever we can.

Me: What does a “win” look like for your team?

TCR: A win looks like growth in the channel and a frustrated customer turned into a happy customer. We are a data driven company and do watch trends of a number of key success areas which primarily are focused on growth and reduction of churn.

Me: What are some of the biggest misconceptions about TCR that you wish the public or the industry understood better?

TCR: First, people believe we create the rules. We do not—they are provided to us by the MNOs and the agreed Best Practice Guidelines published by CTIA. Second, we don’t “approve” a campaign. The reality is the TCR component of a campaign approval process is less than a minute typically. Challenges can arise around the verification, around data entry and around the DCA compliance approval process.

Me: How does TCR work to support the broader ecosystem, from the smallest startup to the largest enterprise? Can you talk about a time when you helped a specific CSP or DCA navigate a complex issue, and what was the outcome? This would highlight your support philosophy.

TCR: Everyone has a voice and is valued. We will talk to anyone and everyone to understand what is working and what is not and how we can improve. Typically, the larger groups have experienced the broadest range of feedback, and we focus the 10DLC Council efforts and our one-on-one conversations on that area. Smaller companies that have a problem can reach out to us at any time, and we respond and help everyone. This is what the team does most days. There is no one situation that really sticks out, due to our teams looking at solutions constantly.  Every 2 weeks, (this is the cadence of our technical sprints), new features or extensions of features rolls out, accompanied by detailed technical documentation plus previews of what is coming up over the next few releases. All of these features are in reaction to ongoing meetings we have with all eco-system participants.

Centralized Control, Expansion, and the Future

I have always observed that TCR is a forward-looking organization, and its success in 10DLC begs the question: what’s next? This final set of questions explores the potential for TCR’s model to be applied to other messaging channels, like short codes, and its strategy for international growth.

Me: Given your proven success with 10DLC, has TCR considered expanding its role beyond this channel to other messaging forms like short codes?

TCR: In the US, we support 10DLC—there are other solutions for Short Codes and toll-free approved by the MNOs. Internationally, we are multi-channel and will support what is requested by the local MNOs / regulators.

Me: Do you see the need for a centralized vetting and registration process for channels like short codes as well? What are the main challenges or opportunities in applying a TCR-like model to established messaging paths?

TCR: We support, where possible, centralizing standards to improve efficiencies and reduce costs to ecosystem participants. We believe that other channels will be asked to replicate features that TCR has in 10DLC. Omni channel vetting is a path that is desired by many and one that would be an obvious ecosystem support that TCR would, of course, ensure is rolled out as it becomes a reality.

Me: How does the success of 10DLC, facilitated by TCR, impact the future relevance of short codes in the US? Do you see a future where these channels coexist, or will 10DLC eventually become the dominant A2P messaging standard for most use cases?

TCR: These are quite different channels. Short Code is significantly made up of larger, enterprise level brands that do very large amounts of traffic. 10DLC provides a fast, reliable solution for most types of message senders, especially within the SMB area. All three channels seem to be doing quite well. We hope that all remain strong and provide value to the ecosystem.

Me: What is TCR’s vision for the future, particularly regarding its international roadmap? Do you see the TCR model being adopted or adapted for other markets? What are the key differences or challenges in other global messaging ecosystems compared to the US?

TCR: TCR is focused on supporting the exchange of sender transparency with delivery reliability. We want to create highly efficient, low-friction work flows that allow the collection of enough data to support ecosystem needs. Yes, we see the same issues and needs in the markets that we engage with worldwide. Outside the US, MNOs typically have more uniform requirements because they come from a history of GSM technology, cooperation, and fewer mergers. The difference is that MNO groups typically extend to multiple countries, so they are interested in the ability to manage locally and as a group.

I would like to say a special thank you to the TCR team for participating in this candid and informative discussion.

Conclusion

TCR’s success in establishing a functional and trusted ecosystem for 10DLC messaging is a testament to the power of a centralized registry. The sheer volume of over 4 million registered brands compared to approximately 2.8 million active campaigns underscores the significant potential for continued growth in the 10DLC messaging market. This speaks directly to the enduring utility and staying power of SMS/MMS as a key communication channel for businesses. While Rich Business Messaging (RBM) and RCS are rapidly gaining adoption and certainly the attention, the foundation of trust, transparency, and collaboration laid by TCR ensures that the US A2P messaging market will continue to see strong growth and remain a crucial part of the business communication landscape for years to come. The US A2P messaging market is expected to grow from an estimated $15.0 billion in 2024 to $22.9 billion by 2033, according to projections from IMARC Group.

Looking Ahead

In the next post of this series, coming the first half of November, we will explore Short Codes and Toll-Free Messaging in more detail. This post will explore the use cases, benefits, and compliance requirements for short codes and toll-free messaging. It will contrast these legacy channels with the modern 10DLC system, explaining how the CTIA Guidelines and TCPA apply differently, yet follow the same compliance themes for each channel and why some businesses migrate to the more transparent and cost-effective 10DLC framework, while others stay with short codes and toll-free. There are certainly strong drivers and benefits for all channels.