A2P 10DLC Campaign Use Cases
When registering an A2P 10DLC campaign, selecting the appropriate use case is critical for compliance and message deliverability. Your use case defines the type of messaging your campaign will send and determines throughput limits and carrier approval requirements.
This guide explains each available use case, provides examples of qualifying message content, and helps you select the right classification for your business communications.
What is an A2P 10DLC Campaign Use Case?
An A2P 10DLC campaign use case categorizes the type of business messaging you send through your registered phone numbers. When you register a 10DLC campaign with mobile carriers, you must declare a primary use case that accurately describes your messaging intent and content.
Mobile carriers use your declared use case to:
- Evaluate and approve your campaign registration
- Determine message throughput limits (messages per minute)
- Apply appropriate filtering and spam protection rules
- Verify compliance with carrier messaging policies
- Compliance Assurance: Reduces the risk of Campaign rejection by The Campaign Registry.
- Carrier Understanding: Helps carriers understand message intent and apply filtering appropriately.
- Legal Alignment: Supports alignment with applicable messaging and compliance requirements.
- Faster Approval: Helps reduce avoidable review delays caused by an incorrect use case.
- Improved Deliverability: Helps keep registered messaging intent aligned with the traffic actually being sent.
Standard A2P 10DLC Campaign Use Cases
Standard Campaign use cases describe the primary purpose of the messages your business plans to send. Choose the option that most accurately represents your actual messaging, because your Campaign Description, sample messages, opt-in flow, website, and live traffic should support the same use case.
Authentication messages sent to verify user identity or provide secure access codes. These messages are transactional and time-sensitive.
Example Messages:
- Login verification codes
- Password reset PINs
- Multi-factor authentication tokens
- Account security alerts requiring user action
Note: 2FA messages must not include marketing content or promotional language.
Informational messages about changes to a customer's account status, settings, or activity. These are transactional updates triggered by account events.
Example Messages:
- Account creation confirmations
- Profile update notifications
- Payment method changes
- Subscription status changes
- Security setting modifications
Messages related to customer support interactions, service inquiries, and problem resolution. This covers two-way conversational support.
Example Messages:
- Support ticket updates
- Customer service responses
- Technical support conversations
- Issue resolution status updates
- Service request confirmations
Updates about the status and progress of product or service deliveries. These are transactional messages tied to fulfillment events.
Example Messages:
- Shipping confirmations
- Package tracking updates
- Delivery arrival notifications
- Order status changes
- Delivery attempt alerts
Time-sensitive security alerts about potentially fraudulent account activity or suspicious transactions. These messages require immediate user attention.
Example Messages:
- Suspicious transaction alerts
- Unusual login attempt notifications
- Payment decline fraud warnings
- Account compromise alerts
- Identity verification requests
Messages from colleges, universities, and higher education institutions to students, staff, or prospective students. This covers academic and administrative communications.
Example Messages:
- Class schedule notifications
- Campus event announcements
- Registration reminders
- Grade postings
- Administrative updates
- Admissions communications
Promotional messages and marketing communications sent to customers who have provided explicit consent. This includes sales offers, promotions, and advertising content.
Example Messages:
- Sales promotions and discounts
- Product launch announcements
- Limited-time offers
- Newsletter content
- Event invitations
- Abandoned cart reminders
Note: Marketing messages require documented opt-in consent from recipients.
Combines multiple standard messaging purposes within one messaging program, such as marketing and account notifications.
Example Messages:
- Promotional offers plus account or appointment notifications sent under the same messaging program.
Messages that solicit feedback, conduct surveys, or facilitate voting processes. This includes opinion collection and interactive polling.
Example Messages:
- Customer satisfaction surveys
- Product feedback requests
- Opinion polls
- Voting instructions
- Interactive questionnaires
Non-commercial messages from government agencies, non-profits, or organizations sending information in the public interest. This covers emergency alerts and community notifications.
Example Messages:
- Emergency weather alerts
- Community safety warnings
- Public health notifications
- Service outage announcements
- Government updates
Critical security notifications that inform users of threats, vulnerabilities, or required security actions. Similar to fraud alerts but broader in scope.
Example Messages:
- Data breach notifications
- Password compromise warnings
- Unauthorized access alerts
- Security policy changes
- Required security updates
Two-way conversational interactions between businesses and customers, including live agent chats and bot conversations. This supports ongoing dialogue rather than one-way notifications.
Example Messages:
- Live agent conversations
- Chatbot interactions
- Two-way customer communications
- Interactive service requests
- Real-time customer engagement
How to Choose the Right Campaign Use Case
The best use case is the one that most accurately reflects the messages recipients will actually receive. Choosing based on your primary messaging purpose helps prevent mismatches between your Campaign registration, sample messages, and live traffic.
- Marketing: Use when promotional offers, sales, discounts, or similar marketing content are the primary purpose.
- Customer Care: Use when messaging primarily supports customer-initiated service or support interactions.
- Account Notifications: Use for non-promotional updates about a customer's account, status, or activity.
- Delivery Notifications: Use when messages primarily communicate fulfillment or delivery status.
- 2FA: Use for authentication or verification codes.
- Mixed: Use when one messaging program genuinely combines multiple standard messaging purposes.
Do not select Mixed simply because you are unsure which use case applies. Your selected use case should accurately represent your real messaging program.
Mixed vs. Separate Campaigns
A Mixed Campaign may be appropriate when multiple message types are part of the same messaging program. However, materially different messaging purposes may be better represented by separate Campaigns.
For example, a business sending authentication codes and unrelated promotional messages may need separate Campaigns so each type of traffic is accurately represented.
When in doubt, register according to the actual purpose and consent experience associated with each messaging program rather than grouping unrelated traffic together.
Choose your Campaign use case carefully before submitting. If the selected use case is incorrect, it may not be editable during resubmission and you may need to create a new Campaign.
Special Campaign Use Cases
Special use cases require additional verification, documentation, or pre-qualification during the registration process. These use cases serve specific industries or regulated purposes.
For registered 501(c)(3) non-profit organizations and charitable entities. Requires tax-exempt status documentation during registration.
For organizations that send emergency alerts or critical public safety notifications. Requires documentation of emergency notification authority and approval from carrier partners.
Used for political messaging, including campaigns, parties, and PACs. Political Campaigns may require additional verification or pre-qualification during registration.
Low Volume Mixed may be appropriate for businesses with lighter messaging needs that do not require higher throughput. It supports the same general categories of messaging as standard Mixed but has a lower monthly Campaign fee and is limited to the lowest available throughput tier regardless of Brand Trust Score.
If sending speed or scale is important, review the Message Throughput (MPS) guidance before selecting Low Volume Mixed.
Special use cases may have different approval timelines, documentation requirements, or carrier restrictions. Contact HighLevel support if you have questions about eligibility or requirements for a special use case.
Restricted and Forbidden Use Cases
A Campaign use case describes messaging purpose; it does not override carrier or platform restrictions. A Campaign may still be rejected, filtered, suspended, or subject to enforcement when the business type or message content is prohibited or restricted.
- Cannabis (including legal jurisdictions)
- Debt collection and consolidation
- Payday loans and high-risk financial services
- Gambling and sweepstakes (subject to restrictions)
- Adult content and services
- Cryptocurrency and unregulated investments
- Third-party lead generation (S.H.A.F.T.)
- Stock alerts and pump-and-dump schemes
- Other categories defined by carrier policy
Review the Forbidden Message Categories for SMS and MMS in the US and Canada article for current policy details before registering any Campaign. Selecting an available use case does not make prohibited business types or message content eligible for messaging.
Frequently Asked Questions
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