Trust Hub is Twilio’s central console for regulatory identity: the place where your business proves who it is once, then reuses that identity across compliance products: A2P 10DLC, Shaken/STIR, CNAM, toll-free verification. For 10DLC specifically, the Primary Customer Profile is step zero: no profile, no brand, no campaign.
What a Primary Customer Profile contains
- Legal business name, exactly as registered with the IRS. This single field causes more downstream failures than everything else combined.
- Business identifiers: EIN for US entities, plus business type and industry.
- Physical address: your registered business address.
- Authorized representative: a real person with name, title, email, phone. Use an email on your business domain; free-mail addresses undermine credibility.
- Website: the URL that represents this legal entity.
Creating and submitting the profile
- Console → Trust Hub → Customer Profiles → create Primary Customer Profile.
- Fill every field from source documents (IRS letter, state registration), not from memory or your marketing site.
- Submit for review. Twilio evaluates the profile, typically within hours to a couple of business days.
- Status becomes Twilio-Approved. Now it can anchor A2P brands and other trust products.
If the profile is rejected, the cause is almost always identity data that doesn’t match official records. Fix against documents and resubmit.
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The A2P flow consumes the profile directly: Trust Hub → A2P Messaging → create brand from your approved profile. Twilio forwards the same identity data to The Campaign Registry for brand vetting, which is why profile accuracy matters twice: once for Twilio’s review, once for TCR’s automated record checks. A profile built on your exact IRS identity sails through both; see the full flow in our step-by-step registration guide.
Secondary profiles (ISVs and multi-tenant setups)
If you are a software platform sending on behalf of client businesses, each client gets a Secondary Customer Profile under your account (their identity, not yours), which anchors their own brand and campaigns. Key rules of thumb:
- Never register client traffic under your own brand "to keep it simple": a compliance incident by one client then taints every client’s traffic.
- Collect client identity data with the same rigor you would your own: exact legal names and EINs from documents.
- Twilio’s ISV APIs automate profile/brand/campaign creation per tenant; the console flow does not scale past a handful of clients.
Keep it current
The profile is a living record: if your company renames, relocates, or changes representatives, update Trust Hub. Stale identity data surfaces at the worst times, such as carrier audits and campaign re-reviews.
Frequently asked questions
Is Trust Hub only for A2P 10DLC?
No. The same customer profile anchors Shaken/STIR call attestation, CNAM caller ID, toll-free verification, and other regulatory products. Building it correctly once pays off across all of them.
How long does profile approval take?
Commonly within one business day, sometimes a few hours. Complex cases or data mismatches extend this. It is the fastest stage of the A2P pipeline; the campaign review later is the slow one.
Do I need a paid Twilio plan for Trust Hub?
Trust Hub itself is part of the Console. You pay the standard TCR pass-through fees when you register A2P brands and campaigns, and trial accounts have restrictions, so a paid account is the practical baseline for production messaging.