There's a good chance your dealership sent hundreds—maybe thousands—of text messages this week. Appointment reminders. Lead follow-ups. Service updates. AI-powered responses to incoming inquiries.
Texting has become the heartbeat of modern dealership communication. Customers prefer it. Response rates are higher. It's fast, personal, and effective.
But there's a quiet compliance requirement that's catching dealerships completely off guard—and the consequences are more serious than most people realize.
It's called 10DLC. And if you've never heard of it, that's exactly the problem.
Summary
10DLC stands for 10-Digit Long Code. In plain English, it's the system that U.S. carriers—Verizon, AT&T, T-Mobile—use to regulate business text messaging.
Here's the rule: if your dealership sends texts through any software platform—your CRM, an AI tool, or a follow-up automation system—you're sending A2P (Application-to-Person) messaging. And A2P messaging must be registered under 10DLC.
Full stop.
This isn't a technicality buried in fine print. Carriers created this system in direct response to spam complaints and pressure from the Federal Communications Commission (FCC). The goal is simple: ensure businesses sending mass or automated texts are properly identified, have consent, and are accountable.
This is the most common thing dealers say—and unfortunately, it doesn't hold up.
There are no carve-outs for "informational" messages. Appointment reminders, delivery notifications, service follow-ups, and sales outreach—all fall under A2P. All of it requires 10DLC registration.
The size of your dealership doesn't matter. The volume of your texts doesn't matter. If you're using software to send messages to customers, this applies to you.
Here's where it gets real.
Your messages get blocked. Carriers are actively filtering unregistered traffic right now. Not "may filter someday." They are. Today.
You might not even know it. This is the part that should concern you most. Messages can silently fail or get delayed. Your team thinks everything is working fine. Your customers never see a thing.
You're exposed to regulatory risk. 10DLC is closely tied to the TCPA (Telephone Consumer Protection Act)—the federal law governing consent for automated texts and calls. Non-compliance isn't just a carrier problem. It can become a legal one.
And here's a harder truth: when enforcement comes, it doesn't move fast—but it hits hard.
Many dealers assume they're covered because their CRM or texting vendor "handles it." But this is where things get dangerously murky.
Some vendors give vague answers. Some have registered traffic incorrectly. And some—this is the biggest red flag—have registered numbers under their own business instead of yours.
Why does that matter? Because it raises serious questions about who actually owns the consent to message your customers. If your number isn't registered under your dealership, the compliance picture gets complicated fast.
If a vendor ever tells you, "You don't need 10DLC", that's not just wrong. That's dangerous advice. Ask questions. Get clear answers. Your customers and your business are on the line.
The good news: getting registered isn't impossible. But it does require some legwork. Here's what the process generally involves:
1. Your Business Information: Legal business name, EIN/Tax ID, and physical address. This part is straightforward.
2. Three Pages on Your Website: This is where most dealerships fall short. Carriers require your website to have:
Missing any of these pages—or having them without the right language—is one of the most common reasons 10DLC registration gets rejected.
3. Campaign Registration: You'll need to define what types of messages you send, who you send them to, and how you collect consent. The more specific and accurate, the better.
If your dealership is using AI-powered texting tools—for sales lead follow-up, automated responses, service scheduling—pay extra attention here.
AI tools increase volume and automate messaging behavior, often operating without direct human control on every send. That puts them under even more scrutiny from carriers and regulators. Compliance isn't optional for AI-assisted communication. It's essential.
Better Car People has built its platform around one core belief: speed and compliance aren't opposites—they go hand in hand.
Every texting touchpoint in the Better Car People ecosystem—from Better AI for Sales to Better First Response to Better AI for Service—is built with compliant communication in mind. That means registered messaging, proper consent processes, and the right disclosures baked into the tools.
But more than that, Better Car People is a partner—not just a vendor. If you're unsure where your dealership stands on 10DLC compliance, the team at Better Car People can help you work through the audit: reviewing your platforms, understanding your registration status, and making sure the texting that powers your business is actually reaching your customers.
Because what's the point of a world-class follow-up system if the messages never arrive?
If you're not sure where you stand on 10DLC compliance, here's where to start:
Texting is one of the most powerful tools your dealership has. It's how you reach customers quickly, personally, and effectively. But that power comes with responsibility—and right now, many dealerships are running exposure they don't even know about.
10DLC compliance isn't a future problem. It's a present one. And the dealers who get ahead of it will protect their communication channels, their customer relationships, and their business.
If you want help navigating where your dealership stands, Better Car People is here. Reach out by booking a meeting or call (855) 448-4219.