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What is Message Throughput (MPS)?

Learn how A2P 10DLC message throughput, MPS, Trust Scores, Brand type, and Campaign approval affect SMS sending speed in GHL Customer Care.

4 min read1,000 words4 explained imagesUpdated Thu, 30 Jul at 2:24 PM
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  1. How Trust Scores Affect Throughput
  2. Throughput, Queues, and Sending Delays
  3. Throughput by Brand Type
  4. Standard Brand Throughput
  5. Mixed and Marketing Campaign Throughput
  6. Low Volume Standard Brand Throughput
  7. Sole Proprietor Brand Throughput
  8. Account-Based Rate Limits
  9. How To Check A2P Brand and Campaign Information in GHL Customer Care
  10. How To Improve Throughput Readiness
  11. Frequently Asked Questions
  12. Related Articles

A2P 10DLC message throughput is the speed at which SMS message segments can be sent through an approved Campaign using registered 10-digit numbers in the United States. It is measured in message segments per second (MPS). Most short SMS messages count as one segment, while longer messages, emojis, or special characters may use multiple segments. Throughput affects how fast messages are sent, but it does not guarantee delivery or prevent carrier filtering.

TABLE OF CONTENTS

What is A2P 10DLC Throughput

A2P 10DLC throughput applies to businesses sending SMS over registered U.S. 10-digit long code (10DLC) numbers.

Common use cases include:

  • Appointment reminders

  • Marketing campaigns

  • Lead follow-ups

  • Customer notifications

  • Review requests

  • Two-factor authentication

  • Account updates

Toll-Free messaging, international messaging, and Canadian 10DLC messaging may follow different rules depending on number type, route, and destination.

How Trust Scores Affect Throughput

How Trust Scores Affect Throughput (image 1 of 4) What this shows Toll-Free messaging, international messaging, and Canadian 10DLC messaging may follow different rules depending on number type, route, and destination. What this shows Illustrates the "How Trust Scores Affect Throughput" section of "What is Message Throughput (MPS)?". This screenshot appears in the "How Trust Scores Affect Throughput" section of "What is Message Throughput (MPS)?". The text alongside this image reads: Toll-Free messaging, international messaging, and Canadian 10DLC messaging may follow different rules depending on number type, route, and destination. This part of the guide covers 6 fields, listed below. Immediately after, the guide continues: A Trust Score is a score assigned during Standard Brand registration with The Campaign Registry (TCR - the 3rd party that administers the US wireless carriers' new registration system). Trust Scores apply to Standard Brands and help…. Image 1 of 4 What to fill inToll-Free messaging, international messaging, and Canadian 10DLC messaging may follow different rules depending on number type, route, and destination.
Fields in this part of the guide Legal business name accuracyEIN or Tax ID matchBusiness address consistencyWebsite qualityPrivacy Policy and Terms of Service availabilityBrand footprint
Buttons and menus referenced Standard Brand
Next stepA Trust Score is a score assigned during Standard Brand registration with The Campaign Registry (TCR - the 3rd party that administers the US wireless carriers' new registration system). Trust Scores apply to Standard Brands and help determine available throughput. Higher Trust Scores may qualify for higher throughput.
Example values
Business address consistency
Northgate Dental
Website quality
https://northgatedental.com

Illustrative values showing the expected format. They are not read from the screenshot.

All 7 steps in this procedure
  1. Legal business name accuracy
  2. EIN or Tax ID match
  3. Business address consistency
  4. Website quality
  5. Privacy Policy and Terms of Service availability
  6. Brand footprint
  7. Consistency between submitted and public business information

A Trust Score is a score assigned during Standard Brand registration with The Campaign Registry (TCR - the 3rd party that administers the US wireless carriers' new registration system). Trust Scores apply to Standard Brands and help determine available throughput. Higher Trust Scores may qualify for higher throughput.

Trust Scores may be influenced by:

  • Legal business name accuracy

  • EIN or Tax ID match

  • Business address consistency

  • Website quality

  • Privacy Policy and Terms of Service availability

  • Brand footprint

  • Consistency between submitted and public business information

GHL Customer Care does not assign or manually change Trust Scores.

Throughput, Queues, and Sending Delays

The following diagram provides a visual overview of how message throughput, queuing, and delivery work together during high-volume sending.

Throughput, Queues, and Sending Delays (image 2 of 4) What this shows The following diagram provides a visual overview of how message throughput, queuing, and delivery work together during high-volume sending. What this shows Illustrates the "Throughput, Queues, and Sending Delays" section of "What is Message Throughput (MPS)?". This screenshot appears in the "Throughput, Queues, and Sending Delays" section of "What is Message Throughput (MPS)?". The text alongside this image reads: The following diagram provides a visual overview of how message throughput, queuing, and delivery work together during high-volume sending. Immediately after, the guide continues: Brand type determines which throughput rules apply. The following tables show the maximum approved SMS throughput for each Brand type and Campaign type. Identify whether the account uses a Standard Brand, Low Volume Standard Brand, or…. Image 2 of 4 What this coversThe following diagram provides a visual overview of how message throughput, queuing, and delivery work together during high-volume sending. Next stepBrand type determines which throughput rules apply. The following tables show the maximum approved SMS throughput for each Brand type and Campaign type. Identify whether the account uses a Standard Brand, Low Volume Standard Brand, or Sole Proprietor Brand before reviewing the tables.

Throughput by Brand Type

Brand type determines which throughput rules apply. The following tables show the maximum approved SMS throughput for each Brand type and Campaign type. Identify whether the account uses a Standard Brand, Low Volume Standard Brand, or Sole Proprietor Brand before reviewing the tables.

Standard Brand Throughput

Standard Brands are registered businesses using an EIN or Tax ID. Throughput is determined by Campaign type and, when applicable, Trust Score.

Trust ScoreTotal SMS MPS Toward Major U.S. NetworksAT&T SMS MPST-Mobile SMS MPSVerizon SMS MPS
75–100225757575
50–74120404040
1–4912444
0 / Low Volume Standard Brand12444

Messages to US Cellular are based on major network throughput up to 8 MPS. Messages to other minor U.S. carriers are 1 MPS per phone number.

Mixed and Marketing Campaign Throughput

Trust ScoreTotal SMS MPS Toward Major U.S. NetworksAT&T SMS MPST-Mobile SMS MPSVerizon SMS MPS
75–100225757575
50–74120404040
1–4912444
0 / Low Volume Standard Brand12444
Low Volume Mixed Campaign, regardless of Trust Score3.751.251.251.25

Messages to US Cellular are based on major network throughput up to 8 MPS. Messages to other minor U.S. carriers are 1 MPS per phone number.

 Low Volume Standard Brand Throughput

Low Volume Standard Brand registration is for businesses with an EIN or Tax ID and lower SMS volume needs.

Low Volume Standard Brands have fixed lower throughput and do not receive the same throughput potential as fully vetted Standard Brands.

Sole Proprietor Brand Throughput

Sole Proprietor Brand registration is for individuals or small businesses without an EIN or Tax ID. This path does not use Trust Score-based throughput.  Sole Proprietor Brands use fixed throughput limits and are intended for lower-volume messaging.

Total SMS MPS Toward Major U.S. NetworksAT&T SMS MPST-Mobile SMS MPSVerizon SMS MPS
2.250.251 per number1 per number

 Account-Based Rate Limits

Account-based rate limits may cap total sending speed across multiple Campaigns.

  1. For example, if several Campaigns each have approved throughput but the account-level limit is lower than the combined total, the account-level limit controls total sending speed. Messages above that rate may queue.

How To Check A2P Brand and Campaign Information in GHL Customer Care

  1. Go to Settings.
    Step 1 of 2: Go to Settings What this shows Step 1 of 2: Go to Settings. What this shows Shows where to go for step 1 of 2 in the "How To Check A2P Brand and Campaign Information in GHL Customer Care" section of "What is Message Throughput (MPS)?". This screenshot accompanies step 1 of 2 in the "How To Check A2P Brand and Campaign Information in GHL Customer Care" section of "What is Message Throughput (MPS)?". At this point in the walkthrough you go to Settings. For context, this section explains: Go to Settings. Open Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign status, use case, and any required fixes. The navigation path used here is Open Phone System > Trust Center. The next step is to open Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign status, use case, and any required fixes. Step 1 of 2Path: Open Phone System > Trust CenterImage 3 of 4 Where to goGo to Settings.
    Buttons and menus referenced Settings.Phone System > Trust Center,
    Next stepOpen Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign status, use case, and any required fixes.
    All 2 steps in this procedure
    1. Go to Settings. this image
    2. Open Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign status, use case, and any required fixes.
  2. Open Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign status, use case, and any required fixes.
    Step 2 of 2: Open Phone System > Trust Center, review your A2P registration… What this shows Step 2 of 2: Open Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign… What this shows Shows where to go for step 2 of 2 in the "How To Check A2P Brand and Campaign Information in GHL Customer Care" section of "What is Message Throughput (MPS)?". This screenshot accompanies step 2 of 2 in the "How To Check A2P Brand and Campaign Information in GHL Customer Care" section of "What is Message Throughput (MPS)?". At this point in the walkthrough you open Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign status, use case, and any required fixes. The navigation path used here is Open Phone System > Trust Center. Step 2 of 2Path: Open Phone System > Trust CenterImage 4 of 4 Where to goOpen Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign status, use case, and any required fixes.
    Buttons and menus referenced Phone System > Trust Center,Settings.
    All 2 steps in this procedure
    1. Go to Settings.
    2. Open Phone System > Trust Center, review your A2P registration details, then open Brands & Campaigns to check Brand status, Campaign status, use case, and any required fixes. this image

How To Improve Throughput Readiness

Accurate registration details help carriers evaluate your Brand and Campaign. Use these best practices:

  1. Match the legal business name to EIN or Tax ID records.

  2. Use the correct business address and contact information.

  3. Make sure the website represents the business.

  4. Add a visible Privacy Policy.

  5. Add visible Terms of Service.

  6. Explain how contacts opt in to SMS.

  7. Match sample messages to the Campaign use case.

  8. Choose the accurate use case, not the highest-throughput option.

  9. Resolve required fixes before resubmitting.

Frequently Asked Questions

Q: Does a higher Trust Score guarantee delivery?
No. Delivery also depends on consent, content, filtering, DND, opt-outs, and recipient status.

Q: Does MMS use the same throughput?
MMS may be handled differently because media size, carrier handling, and formatting can affect processing.

Q: Does this apply outside the United States?
This article focuses on U.S. A2P 10DLC long-code messaging. Other countries or routes may have different rules.

Q: Does Toll-Free Messaging use these limits?
No. Toll-Free messaging uses a separate registration and throughput model.

Q: Does LC Phone use these limits?
If LC Phone sends SMS through A2P 10DLC long-code routes, A2P throughput rules may apply.

Q: Does adding more phone numbers increase throughput?
Not automatically. Throughput is generally assigned at the Campaign level.

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