Who This Is For / When to Use
Businesses registering a new A2P Brand for SMS messaging.
Former Sole Proprietors who previously registered without an EIN.
Users purchasing U.S., Canada, or Puerto Rico phone numbers who may be prompted for Persona identity verification.
Overview of the Change (Important)
Sole Proprietor registration without an EIN is no longer available.
An EIN (Employer Identification Number) is mandatory for all new A2P Brand registrations.
Existing approved registrations remain active until further notice.
Additional benefit:
Registering for A2P SMS automatically enrolls all phone numbers in SHAKEN/STIR, which improves outbound voice call answer rates.
Updated A2P Requirements (Canada)
Canadian 10DLC numbers sending messages to U.S. recipients must be A2P registered.
New Canadian 10DLC numbers require A2P registration to send messages.
Existing Canadian 10DLC numbers used only within Canada do not require A2P registration at this time.
Toll-Free numbers are not affected.
Identity Verification for Phone Number Purchases (Persona)
Persona verification is integrated into regulated phone number purchases to prevent fraud.
When Persona Verification Is Required
Purchasing a phone number in the United States, Canada, or Puerto Rico (+1).
The account has not previously completed Persona verification.
Once completed, Persona verification will not be required again for:
Phone number purchases
A2P Brand registrations
Toll-Free verification
CNAM setup
SHAKEN/STIR authentication
Persona Verification Flow (One-Time)
Step 1: Verification Prompt Appears
If Persona verification has not been completed, a prompt appears during phone number purchase.
Step 2: Upload a Government-Issued ID
Upload a clear image of a valid ID (passport, driver’s license, or supported local ID).
Step 3: Start Live Facial Verification
Begin the selfie verification using your device camera.
Step 4: Complete Face Movement Check
Follow on-screen instructions to move your face left and right.
Step 5: Verification Completes Automatically
After successful verification, the phone number purchase completes automatically.
NOTE: No additional screenshot is necessary for completion confirmation.
Unchanged Registration Flow
The A2P Brand registration form structure and validations remain unchanged.
Only the EIN requirement has changed.
Steps to Register Your A2P Brand
Step 1: Prepare Required Information
Obtain a valid EIN from the IRS.
Confirm your legal business name, address, email, and phone number.
Step 2: Open the A2P Registration Wizard
Navigate to:
Settings > Phone Numbers > Trust Center
Click Start Registration under A2P Brand and Campaign Registration (SMS).
Step 3: Enter Business Details
Provide the following exactly as registered:
Legal Business Name
Business Type
Business Registration ID Type: EIN
Business Registration Number: EIN
Business Industry
Business Email: Public domains (e.g., Gmail) are acceptable
Website URL
Business Region of Operations
Direct Phone Number: Must receive OTPs (no VoIP or Google Voice)
Step 4: Verify and Submit
Complete SMS OTP verification using the provided phone number.
Enter the 6-digit email OTP sent to your email address.
Review message examples and submit the registration.
Key Rules and Limitations
Sole Proprietor registration without an EIN is not supported.
Each phone number can support up to three A2P registrations.
Opt-out language is mandatory in all message templates.
Message templates must not include placeholders or variables.
Common Issues and Fixes
Registration Fails
Common causes
Missing or invalid EIN
Business name mismatch
Phone number cannot receive OTPs
Template formatting issues
Fix
Correct the information and resubmit.
Contact support if the issue persists.
FAQ
Why is an EIN required now?
An EIN is required to reduce spam, improve carrier trust, and ensure only verified businesses send A2P messages.
What happens to existing Sole Proprietor registrations?
Existing approved registrations remain active until further notice.
Can one phone number be used for multiple A2P registrations?
Yes. A single phone number can be used for up to three A2P registrations.
Are there additional fees for EIN-based registration?
No. Registration fees remain unchanged.
How do I obtain an EIN?
Apply directly through the IRS website. The process is free and typically completed within minutes.
Do Canadian 10DLC numbers need A2P registration to message within Canada?
No, unless the number is used to send messages to U.S. recipients.
Are Toll-Free numbers affected by these changes?
No. Toll-Free numbers continue to follow existing guidelines.
What is Persona verification?
Persona verification is a one-time identity check required for regulated number purchases in the U.S., Canada, and Puerto Rico. It includes ID upload and live selfie verification.
Can I use a personal email address for A2P registration?
Yes. Public email domains like Gmail are preferred and accepted.
How does A2P registration affect voice calls?
A2P SMS registration automatically enrolls numbers in SHAKEN/STIR, reducing spam labeling and improving call answer rates.