TABLE OF CONTENTS
- A2P 10DLC Campaign Approval Requirements
- Forbidden use cases will result in Campaign rejection.
- Ensure data accuracy and consistency
- Ensure your use case involves consumer consent before sending messages
- Opt-In
- Double Opt-In in A2P 10DLC
- Campaign registration recommendations
- Frequently Asked Questions
- How to check the reasons why my campaigns are rejected?
- Campaign Failure Reasons
- USE_CASE_DESCRIPTION: The campaign submission has been reviewed and it was rejected because of unverifiable website.Campaign vetting rejection - Invalid Website URL
- USE_CASE_DESCRIPTION: The campaign for a Sole Proprietorship Brand has been rejected due to incorrect registration and failure to meet the small business Sole Proprietor (EIN) criteria set by TCR and mobile carriers.
- USE_CASE_DESCRIPTION: The campaign submission has been reviewed and it was rejected because of an unknown reason.
- USE_CASE_DESCRIPTION: The campaign submission has been reviewed and rejected due to inconsistencies between the sample message and the intended use-case of the campaign.
- Related Articles
A2P 10DLC Campaign Approval Requirements
On January 26, 2023, a new A2P 10DLC Campaign vetting process went into effect. For details on the change, see this article. This change is relevant to customers using long code numbers to send messages to the United States, under the A2P 10DLC framework. This change does not apply to Toll-Free messaging.
Effective January 26, 2023, newly registered A2P Campaigns are subject to a manual vetting process. To help ensure your Campaigns are approved in this vetting process, please follow these best practices when submitting new Campaigns.
| Campaign Field | Description | Requirements |
| User Consent | The primary purpose of the Opt-in Flow (or Call to Action - where end users provide their phone number and consent to receive SMS from you) and required disclosures is to ensure the end user consents to receive text messages and understands the nature of the program. The Opt-in Flow must be accessible by a 3rd party reviewer so it can be verified. | - Program or product description - Telephone number(s) from which messaging will originate - Identity of the organization or individual being represented in the initial message - Clear and conspicuous language about opt-in and any associated fees or charges - Compliant privacy policy - Other applicable terms and conditions (e.g., how to opt-out, customer care contact information) Explain if the Call to Action is behind a login, not yet published publicly, is verbal, on paper. Provide a screenshot of the Call to Action in such cases. Host the screen shot on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in this field. Please indicate if disclosures are provided to end user in any language other than English and provide a translated copy in the Consent form for verification. |
| Campaign Description | Provide a clear and comprehensive overview of the campaign's objectives and interactions the end-user would experience after opting in. | List of campaign use case types for A2P 10DLC registration. |
| Terms and Conditions | Provide publicly accessible terms of service | Boilerplate terms of service that cover minimum requirements from the carriers can be found on our support article. |
| Opt-in Message Confirmation | Required for all Opt-in methods | - Confirmation message must be delivered immediately after the Consumer opts into the program. - Message must containProgram or product description - Customer care contact information - Opt-out instructions - Product quantity or recurring messages program disclosure - “Message and data rates may apply” disclosure |
| Sample Messages | Provide message examples highlighting use case | - Identify message sender (brand) - Indicate templated fields with brackets - Include opt-out language to at least 1 sample message |
Please do not include Personal Identifiable Information (PII) in campaign registration fields. Publicly available information like brand names and phone numbers is acceptable.
Forbidden use cases will result in Campaign rejection.
Make sure your A2P Campaign does not involve prohibited content such as cannabis, hate speech, etc., and that your use case is compliant with the Messaging Policy. Check out Forbidden message categories for SMS and MMS in the US and Canada
Ensure data accuracy and consistency
Make sure you submit Campaign registrations with accurate and consistent data:
Best Practice | Examples |
Consistency in brand, website, and sample messages | If your brand name is Acme, your website is www.acme.com, but your sample messages say, “Here’s your one-time passcode for logging into www.contoso.com,” your campaign will be rejected. |
Consistency in sample messages and use cases | If you register a marketing campaign but sample messages say, “Here’s your one-time passcode: 123456”, your campaign will be rejected. |
Consistency in email domain and company name | Your campaign will be rejected if you register a brand as LeadConnector Inc but provide an email address with the gmail domain names. *Note that this check only applies to large, well-known corporations that should have dedicated email domains |
Make sure you submit real, working websites. | Indicating that your customers opt-in to your messages via the website, but providing a website address that does not work, will lead to campaign rejection. |
Make sure the brand you register is the actual brand that you’re sending messages for | If ISV customers register a brand with your company’s information (e.g., a company that provides the tech for dental offices) but end up sending messages for your customers (e.g., individual dentist practices), your campaign will be rejected. |
Make sure you create as few duplicative brands and campaigns as possible | Excessive brands with the same EIN and excessive campaigns with the same campaign attributes may be seen as high-risk and may result in campaign rejection |
If you wish to send templated messages, please indicate the templated fields in sample messages with brackets to help reviewers better identify which parts are templated. | For example, please write, “Dental check due for [Mary Doe], Visit [www.contoso.com] to schedule an appointment or call [123-456-7890]” |
Ensure your use case involves consumer consent before sending messages
Make sure you collect consumer consent appropriately. Please refer to the CTIA guidelines for detailed instructions and best practices on handling consumer consent.
Best Practice | Examples |
Make sure consumer opt-in is collected appropriately | If you indicate you collect opt-in via text messages, but your sample messages say, “Hi, is this the owner of 123 Oak Street? I’d like to discuss how I can help you sell your property”, it is clear that you have not collected appropriate consent before sending messages and your campaign will be rejected. |
Make sure opt-in language is available on your website if you indicated in the “message flow” field that a consumer opts into your campaign on your company website. | If your brand Acme uses its website, www.acme.com, to collect phone numbers but your website does not contain opt-in language such as “By providing your phone number, you agree to receive text messages from ACME. Message and data rates may apply. Message frequency varies.”, your campaign will be rejected. |
We recommend having opt-out language in at least one of your sample messages. | For example, please add language such as “Please reply STOP to opt-out” in one of your sample messages. |
Please note:
The ecosystem constantly improves the vetting criteria as it comes across additional violations. Please do not consider the best practices listed above as a “catch-all” and guarantee approval as long as you follow them all; instead, consider them as a baseline that illustrates the general direction of compliant, high-quality messaging that the ecosystem is moving towards.Opt-In
Campaigns require a proper opt-in method which ensures that end-users provide consent to receive text messages. Verbal opt-in is the most difficult method to verify however, is acceptable as long enough details are provided that a 3rd party reviewer can verify.
Double Opt-In in A2P 10DLC
Double Opt-In (DOI) is a compliance practice in A2P 10DLC messaging where users must confirm their consent twice before receiving SMS communications from a business. It enhances compliance with carrier and regulatory requirements, reducing the risk of spam complaints and improving message deliverability.
How Double Opt-In Works
1. Initial Sign-Up (First Opt-In)
- A user expresses interest in receiving SMS messages by submitting their phone number via a web form, text message, mobile app, or another method.
- Example: A customer texts "JOIN" to a 10DLC number.
2. Confirmation Request (Second Opt-In)
- The business sends an SMS asking the user to confirm their subscription, typically by replying with a keyword like "YES."
- Example: You requested to receive messages from [Brand Name]. Reply YES to confirm. Msg & data rates may apply.
3. Final Confirmation
- Once the user replies with “YES,” they are officially subscribed and can receive further marketing or transactional messages.
Why Double Opt-In is Important in A2P 10DLC
Reduced Spam Complaints: Prevents accidental or fraudulent sign-ups, reducing the risk of messages being marked as spam.
- Higher Deliverability: Carriers are more likely to allow traffic from numbers that follow proper opt-in procedures.
- Improved Customer Trust: Users who confirm twice are more engaged and less likely to opt out later.
Campaign registration recommendations
Campaign registrations should meet each of the following descriptions for each field.
Campaign Type
Please choose the use case that best represents your campaign. For more information, please refer to the details provided here.
Campaign Description
The description should be thorough and explain the campaign’s objective or purpose. Provided description needs to answer who the sender is, who the recipient is, and why messages are being sent to the intended recipient.
How do end-users consent to receive messages?
The answer should contain the following information:
The program or product description
Telephone number(s) from which messaging will originate
Identify of the organization or individual being represented in the initial message
Clear and conspicuous language about opt-in and any associated fees or charges
Compliant Privacy Policy
Other applicable terms and conditions (e.g., how to opt-out, customer care contact information)
Opt-in needs to apply per campaign, should be not transferable or assignable and can not be obscured in terms and conditions (especially terms related to other services). If multiple opt-in methods can be used for the same campaign, please list them all.
A compliant Privacy Policy must state that no mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Information sharing to subcontractors in support services, such as customer service is permitted. All other use case categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.
Campaign reviewers need to be able to verify details provided in this field. Provide evidence such as a hosted link to screenshot or document for opt-in that occurs behind a gated login or on a paper form.
Sample message
Sample messages should reflect actual messages to be sent under the campaign and indicate templated fields with brackets. Ensure consistency with use case and campaign description.
Sample messages should identify who is sending the message (brand name). Ensure that at least one sample message includes your business name.
Include opt-out language to at least 1 sample message.
Opt-in Keywords
Please provide all keywords that allow users to opt-in to receive campaign messages.
Opt-in Confirmation Message
Campaign must provide customers with an opt-in confirmation message. This is required for all recurring campaigns, regardless of opt-in method, CTIA Messaging Principles and Best Practices.
It should not exceed 160 characters. Must have the following:
Program (brand) name or product description
Customer care contact details: Reply HELP for help
Opt-out instructions: Reply STOP to opt-out.
Disclosure: that the messages are recurring and the frequency of the messaging
Message frequency (must align with the frequency on the CTA and SMS Terms)
A “Message and data rates may apply” disclosure
Opt-out Keywords
Please provide all keywords that allow end users to stop receiving messaging from this campaign.
Opt-out Confirmation Message
When end users send opt-out keywords, the response messages need to include acknowledgement of opt-out request, brand name, and confirmation that no further messages will be sent.
Help Keywords
Please provide all keywords that allow end users to receive more information about this campaign.
Help Message
When end users send help, the response message needs to include brand name, phone number, or email address.
Frequently Asked Questions
How to check the reasons why my campaigns are rejected?
We've introduced some new updates from our developers. Now, you can also view rejection reasons directly in the UI. Once you are in the Trust center tab, click on "Failed" to review the Campaign Failure Reason. All failed/rejected campaigns will now display their specific failure reasons.
Campaign Failure Reasons
NOTE: TCR (The Campaign Registry) often rejects a campaign based on the first issue they encounter, potentially overlooking other issues. Do not focus solely on the rejection reason and instruct the client on how to resolve it, as they might correct that issue, resubmit, and face rejection again for a different reason. Instead, review the entire campaign submission and the client’s website to ensure everything is correct and compliant.
MESSAGE_FLOW: The campaign submission has been reviewed and it was rejected because of provided Opt-in information.
Approved example:
End users opt-in by visiting - https://brandname.com/contact_us and filling in their details on the survey Users check a box to receive messages from us to provide their consent at the end of the survey: https://storage.googleapis.com/msgsndr/xxxxxxxxx.png
^ You can upload the screenshot of the opt-in to the Media file inside the sub-account, Make sure the link go straight to the form with an optional consent checkbox. If the checkbox is showing at the end of the survey, or behind an appointment form. Please supply a hosted link to an image of the opt-in
Possible Causes
1. Opt-in message workflow does not meet the requirements for the specific campaign type.
2. Consent is required but not adequately provided or maintained.
3. Opt-in information is shared with third-party entities.
Possible Solutions
1. Ensure compliance with Messaging Policy relating to opt-in
2. Detail All Opt-in Methods: Include all methods of opt-in, whether electronic, paper form, in-person verbal opt-in, or other means.
3. Provide Necessary Links and Documentation: If opt-in is collected through a paper form or behind a login, supply a hosted link to an image of the opt-in. If the opt-in occurs on a website, provide the relevant link.
4. Include Privacy Policy and Terms of Service: The website where opt-in occurs must contain a privacy policy and terms of service.
5. Avoid Third-Party Sharing: Make sure that opt-in information is not shared with unauthorized third parties.
6. Ensure Opt-in is Verifiable: Each campaign is manually reviewed and needs to be verifiable by a human.
Please resubmit the campaign with the following guides in mind.
USE_CASE_DESCRIPTION: The campaign submission has been reviewed and it was rejected because of unverifiable website.Campaign vetting rejection - Invalid Website URL
The campaign submission has been reviewed and it was rejected because of unverifiable website.
Possible Causes
- An invalid URL was provided during the registration process.
- The website associated with the campaign is not functioning or inaccessible.
- Opt-in flow is not found on website provided.
- Lack of proper indication in the campaign description if the registration pertains to a pre-launch website.
Possible Solutions
- Verify that the provided website(s) are functioning correctly, and accessible.
- If the registration is for a pre-launch website, instead include a publically accessible URL to view a screenshot of the SMS opt-in flow that will appear.
- If opt-in occurs on website, provide the direct link in the Message Flow field.
- If opt-in is collected through a paper form or behind a login, supply a hosted link to an image of the opt-in. If the opt-in occurs on a website, provide the relevant link.
- Once you have made a change to address the issue, please resubmit the campaign for review.
USE_CASE_DESCRIPTION: The campaign for a Sole Proprietorship Brand has been rejected due to incorrect registration and failure to meet the small business Sole Proprietor (EIN) criteria set by TCR and mobile carriers.
- Failure to meet the specified criteria for Sole Proprietor registration, entities with EINs should be registered as a Standard Brand.
- Incorrect or incomplete registration information provided during the brand registration process.
- Inconsistencies or discrepancies in the provided information.
- Verify the accuracy and completeness of the registration information for the Sole Proprietorship Brand.
- Ensure that the brand meets the criteria defined by TCR and mobile carriers for Sole Proprietor (EIN) registration.
- If the brand does not qualify as a Sole Proprietorship, consider registering it as a standard brand according to the appropriate guidelines and requirements.
- Register a standard or acceptable campaign use case that aligns with the registered brand's classification.
USE_CASE_DESCRIPTION: The campaign submission has been reviewed and it was rejected because of an unknown reason.
Possible Causes
The campaign cannot be approved because of an unknown error and may stem from an issue raised by other vetting parties in the ecosystem.
Possible Solutions
Our Support team has the means to obtain more detailed information about this specific error. Please contact Customer Support for assistance in understanding the underlying problem and finding a resolution.
USE_CASE_DESCRIPTION: The campaign submission has been reviewed and rejected due to inconsistencies between the sample message and the intended use-case of the campaign.
Possible Causes
- Sample messages are missing, unclear, or their content does not match the campaign's use-case.
- Invalid content within the sample messages.
Possible Solutions
- Verify that the sample messages are accurate, detailed, and reflective of the actual messages to be sent under the campaign.
- Indicate templated fields within sample messages using brackets.
- At least one of the sample messages should include your business name and opt-out message.
- Ensure at least two sample messages are provided.
- Ensure that the use-case and campaign description align with each other.
- Once you have made a change to address the issue, please resubmit the campaign for review.
Related Articles
LC Phone System Trust Center
How to submit a Campaign ?
Phone System Trust Center
List of campaign use case types for A2P 10DLC registration.
A2P 10DLC Campaign Vetting FAQ
A2P Registration Opt-In Form - Terms and Conditions Guidelines
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