On January 22, 2013, the group appeared on The View and announced that they would release a new single titled "Remix (I Like The)" on January 28 and a new album titled 10 would be released on April 2, 2013. During the show, they also announced that they would tour with 98 Degrees and Boyz II Men as their opening acts in summer 2013. On February 6, the band released the official track listing for the album's standard edition on their official website.
They released the second single, "The Whisper" on August 1, 2013. The video features footage from The Package Tour.
The album received mixed to positive reviews from critics. Review aggregator Metacritic gave the album a score of 52 out of 100, indicating mixed or average reviews.The Huffington Post gave the album a positive review, complimenting its modern tastes, swaying hooks, and sensitive lyrics.Artistdirect gave the album 5 out of 5 stars, stating that the album feels unequivocally and undeniably "new".AllMusic reviewer Stephen Thomas Erlewine gave the album three stars out of five, calling it cleanly produced, tuneful, middle-of-the road pop. A negative review came from Idolator reviewer Mike Wass, who criticized the album's outdated dance pop and overwrought ballads, giving the album 2.5 out of 5 stars.
The album debuted at number 6 on the Billboard 200 in the United States, becoming the group's sixth top 10 ten album.10 sold 48,000 copies in its first week, New Kids on the Block's second-best first-week sales since Nielsen SoundScan began tracking sales in 1991.