What is 10DLC and Why It Matters to Dispensaries?

10DLC (10-Digit Long Code) is a carrier-regulated messaging system designed to legitimize business text messaging. It allows businesses to send SMS using standard 10-digit numbers — while complying with carrier rules.

For cannabis dispensaries, 10DLC registration is a must if you're using SMS to engage customers. Unregistered senders face message filtering, delivery issues, or even carrier blocks. This guide walks you through everything dispensaries need to register and stay compliant.

Step 1: Understand 10DLC Requirements for Cannabis

Cannabis messaging is heavily scrutinized by carriers — even in legal states. Here’s what to know:

• You must register your business and messaging use case.

• Cannabis promotions often fall under restricted content.

• Many SMS providers will not approve cannabis-related use cases.

If you rely on SMS for promos, event alerts, or loyalty updates, registration is critical — but consider non-SMS channels like push notifications for more flexibility.

Step 2: Choose an SMS Provider That Supports Cannabis Messaging

Not all providers will process 10DLC registrations for dispensaries. Look for one that:

• Allows cannabis or CBD content

• Has experience with 10DLC in regulated industries

• Supports fallback options in case messages are blocked

Pro tip: If you're using Flowhub or a cannabis POS, verify whether they integrate with an approved SMS or loyalty provider.

Step 3: Gather Required Business Information

To register your 10DLC campaign, you’ll need:

• Legal business name

• EIN (Employer Identification Number)

• Business address and website

• Contact information

• Message sample (what kind of SMS you’ll be sending)

Being transparent here speeds up the approval process.

Step 4: Register With The Campaign Registry

Your SMS provider will typically handle this, but the process includes:

• Brand registration: Verifies your business with carriers

• Campaign registration: Details what messages you'll send

Cannabis messaging often requires additional vetting or may be denied entirely — so having a compliant partner is key.

Step 5: Get a 10DLC Phone Number and Test Delivery

Once registered, you’ll be assigned a compliant 10-digit number. Test your messages:

• Are they delivering reliably?

• Are links or promo language getting filtered?

• Are opt-in/opt-out flows functioning?

10DLC registration doesn’t guarantee 100% delivery—especially in cannabis but it dramatically improves reliability.

Step 6: Maintain Compliance

Even after you’re approved, ongoing compliance matters:

• Always include opt-out instructions (e.g., “Reply STOP to unsubscribe”)

• Avoid excessive frequency or spammy wording

• Monitor delivery rates and adjust content as needed

For dispensaries, messaging compliance is an ongoing process, not a one-time setup.

Alternative: Push Notifications as a Compliance-Free Option

If you are frustrated by 10DLC restrictions, many dispensaries are turning to push notifications via platforms like Sticky Cards. You can:

• Reach customers instantly without carrier filters

• Avoid registration, vetting, and SMS fees

• Send promotions, rewards, and updates directly to lock screens

Push is growing fast as the preferred alternative for cannabis loyalty marketing in 2025.

Final Thoughts

10DLC is here to stay and if you’re using SMS, registration isn’t optional. By following these steps and working with compliant providers, dispensaries can reduce friction, stay legal, and continue connecting with customers.

But as compliance gets tougher, consider diversifying with push notification loyalty platforms designed specifically for cannabis.