This guide offers examples of the key vetting criteria needed for campaign approval. The manual review process will increase the time it takes for campaigns to be ready for 10DLC traffic so please plan accordingly and register as early as possible.  

Table of Contents

• Pre-Registration Guidelines

• Phone Number and Email

• Website / Online Presence

• SMS Disclosure / Opt-in Language

• Privacy Policy

• Terms and Conditions / Terms of Service

• Campaign Description

• Sample Messages

• Campaign and Content Attributes

• Call-to-Action (CTA) / Message Flow

Pre-Registration Guidelines

These factors are critical for a successful registration process, so addressing them thoroughly can help avoid rejections: 

• Prohibited Content: Including content that falls under ineligible use cases will result in denial. 
• KYC (Know Your Customer) Issues: The registration must accurately reflect the brand, and registration details must correspond to the sender, not the reseller.
• Lead Generation/Affiliate Marketing: Collecting or selling consumer information for leads. This practice is strictly prohibited for 10DLC.
• Website Compliance: Missing or non-compliant opt in language, privacy policies, or terms of service can negatively impact your registration.
• Inadequate Opt-In Process: Not having a clear and compliant opt-in process for consumers can result in rejection.
• Insufficient Use Case Description: Not clearly defining how the messages will be used may lead to rejection.
• High-Risk Industry: Industries like financial services, real estate and insurance may undergo additional scrutiny and face higher rejection rates.

Phone Number and Email  

• Phone Number: contact number of the person managing the messaging for the brand being registered. 
• Email Address: a company email address associated with the brand, preferably a company email domain (e.g., contact@yourcompany.com) that matches the brand being registered.

Website/Online Presence 

To comply with 10DLC regulations, businesses must have a legitimate, well-established website that meets all necessary criteria. A website is essential for 10DLC campaign approval, as it serves as a key verification tool for the Direct Connect Aggregator (DCA), or “aggregator” to confirm the business’s legitimacy and compliance. The aggregator will review the website to ensure it aligns with the brand and campaign content. Without a website, the campaign will be rejected. 

Note: An online presence (such as Facebook, Instagram, etc.) will ONLY be acceptable if the brand does not have an official website.

SMS Disclosure/Opt in Language

The purpose of an SMS Disclosure is to ensure that the consumer consents to receiving text messages and fully understands the nature of the program. 

1. The SMS disclosure must have the following elements: 
   1. Brand Name 
   2. Program description (meaning the type of messages that are being sent to end-users) 
   3. “Message and data rates may apply...” disclosure.  
   4. Instruction on how to Opt-Out of messaging. 
   5. Message frequency (number of messages / month/week/etc., or message frequency varies, or recurring messages)  
   6. A link to the Privacy Policy and Terms & Conditions.
2. SMS disclosure should be specific to text messages ONLY; email and phone calls should have separate checkboxes and disclaimers 
   1. If the numbers obtained from the web forms will not be used to contact consumers via SMS, add clarifying language in the disclosure form.
      
      Ex: “Phone numbers provided in this form will not be used for texting”. 
3. The SMS disclosure must be clearly visible and not obscured in the privacy policy or terms of service. 
4. If you're providing both marketing and non-marketing SMS options, they shouldn't be combined into the same checkbox. Marketing should remain separate from other programs

Suggested SMS Disclosures / Disclaimers

Example SMS Form: 

Example Mixed Form (Marketing and Non-Marketing): 

Privacy Policy 

A Privacy policy is required for all 10DLC messaging campaigns. 

The policy must make it clear that a consumer’s Personally Identifiable Information (or PII) will not be shared, sold or rented to third parties for the purpose of marketing.    

1. Mentioning third-party data sharing, renting, or selling is prohibited unless the following disclosure is included: 
   
   No phone/mobile number information will be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.
2. If a privacy policy includes data sharing or selling to non-affiliated third parties, it must explicitly state that the consumer’s data, as it relates to SMS messaging, will not be shared, as explicit one-to-one consent is required for SMS communications.  
3. If the privacy policy does not mention data sharing, you should include a clarification stating that SMS opt-in data or consent will not be shared for non-service-related purposes. 
   
   We will not sell, share, or rent your SMS opt-in information to any third party for any reason other than to deliver the specific services associated with the campaign. However, we may share your personal data, including your SMS opt-in or consent status, with third parties that assist us in providing messaging services, such as platform providers, phone carriers, and other vendors involved in delivering text messages. 
4. The Privacy Policy link must be included in the designated field in Step 4 of our Campaign Registration process, under Opt & Help Messages.
   
   
   

Notes for online presence: Some small businesses do not have a website but use a business social media presence instead. 

In these cases, you should create a post with both the full SMS disclosure and a Privacy Policy link or actual text of a short Privacy Policy. You can make that social media post “sticky” so that it always appears at the top of the social media presence for this business. Another option is to link it in the “About” section (applies to Facebook). Privacy Policies can be in a linked Google documents or written out in the social media post.   

Terms and Conditions/ Terms of Service 

Terms and Conditions / Terms of Service are required for all 10DLC messaging campaigns. 

Comprehensive terms and conditions can either be presented in full within the call-to-action (CTA) or SMS disclaimer on webforms or provided via a link near the CTA. Pop-ups cannot be used to display terms and conditions.  

The Terms and Conditions must include: 

• Program (brand) name 
• Message frequency disclosure 
• Product description 
• Customer care contact information 
• Opt-out information 
• “Message and data rates may apply” disclosure.

See below for samples of the different Terms & Conditions (T&C) elements that may be used as a baseline by which a business can build their own, company-specific, T&C document that aligns with their business practices and legal requirements.   

Product Description 

• By providing your mobile phone number, you consent to receive SMS messages from [Your Company Name] related to [describe the purpose, e.g., "order updates, promotional offers, or account notifications"]. 

Message Frequency (select one option from the samples below that aligns with your expected message volume) 

• Message frequency may vary. 
• You may receive [X] SMS messages per [week/month]. 

Message and Data Rates 

• Standard message and data rates may apply depending on your carrier.  

Opting Out 

• You may opt out of receiving SMS messages at any time by replying with "STOP" to any SMS message you receive from us. After opting out, you will receive a confirmation message, and we will cease sending SMS messages to your number.

Help and Support 

• If you need assistance or have questions about our SMS service, reply with "HELP" to any SMS message you receive, or contact our customer support team at [support contact information].

Privacy Policy 

• Your phone number will be handled in accordance with our Privacy Policy, available at [link to Privacy Policy]. We do not sell or share your phone number with third parties except as required by law. 

Campaign Description

Explain the campaign's objectives and intended use. The campaign description should clearly explain for what purpose the messaging is being used by the company.  

Your description should answer the questions: 

• Who you are 
• Who do you want to reach 
• Why you are sending out messages  

For example: 

• Messages aimed at customers of a car dealership service center. Appointment reminders, repair updates, satisfaction follow-up, online bill payment, and 2-way conversations.    
• We will be sending out 2FA codes for login and password reset. Additionally, users will also receive codes after they have signed up with their phone number to validate the phone and activate their account. 

Note: Each example above describes how the SMS (or MMS) campaign will be used. It is important that the campaign description matches the sample messages and that the sample messages are as accurate as possible. 

Sample Messages

The sample messages should show the kind of messages that would be sent by the campaign.  

• These messages should be specific to the campaign’s intended use and not a generic set of messages that have nothing to do with the use case. 
• You must provide samples that are different from each other and give examples of what you might send so that the DCA can see how the exchange might look. 
• Ensure each message is relevant to your chosen use case and reflects typical communication scenarios for your campaign. 
• Maintain consistency in message content with what was registered to prevent campaign drift and avoid your campaign from being blocked or suspended.

Examples: 

Appointment Reminders 

• Hi [Name], this is [Brand Name]. Just a reminder about your appointment with [Doctor/Service] on [Date] at [Time]. If you need to reschedule, please reply with ‘CANCEL’. Reply with 'STOP' at any time to stop receiving messages.

Customer Feedback Request

• Hi [Name], thank you for choosing [Brand Name]! We’d love to hear your feedback on our [Product/Service]. Please reply with ‘FEEDBACK’ to share your thoughts. Reply with 'STOP' at any time to stop receiving messages.

Service Update

• Hello [Name], this is [Brand Name]. We wanted to let you know about an upcoming change to our [Service]. This will take effect on [Date]. Reply ‘INFO’ for more details. Reply with 'STOP' at any time to stop receiving messages.

Order Updates

• Hi [Name], your order #[Order Number] has been confirmed! We’re preparing it for shipment and will notify you once it's on its way. Thank you for shopping with [Brand Name]! Reply with 'STOP' at any time to stop receiving messages.

Campaign and Content Attributes

Please make sure your campaign and content attributes are correct while setting up your campaign. Select "No" for any option that doesn't apply to the type of content you're sending. If you choose "Yes," please review each attribute thoroughly.

Embedded Link / Phone Number 

• If your messages include a link (e.g., to your website) or phone number. 
• If you choose “YES” for embedded links, provide a sample in the designated field. Note that public URL shorteners (e.g., bit.ly) are not allowed; brand-specific shorteners will be reviewed individually.
  
   

Direct Lending or Loan Arrangement 

• The brand offers or arranges any type of loans or financing, including third-party financing. For instance, auto sellers that provide or arrange financing should also select “YES”. 
• Businesses such as auto sellers, vehicle dealerships, window companies, and HVAC dealers to name a few often provide or arrange financing, even if it's not their primary business. In these cases, check this attribute as “YES”.

Age–Gated Content 

• Select “YES” if the SMS content is intended for consumers of legal age. Businesses must ensure that individuals are verified and meet the age requirements before they can opt-in to receive text messages. 
• The following content are age restricted and can be acceptedwith proper age-gating procedures: 
  • Alcohol  
  • Tobacco 
  • Firearms 
• The age-gate mechanism must verify the consumer's date of birth both during the opt-in process for consent and upon entering the website. 
• The following types of content are strictly prohibited, regardless of age-gating measures: 
  • CBD-based Products: This includes CBD oils, tinctures, edibles, topicals, vapes, patches, skincare products, beverages, and similar items. 
  • Cannabis and Other Illegal Substances: This applies to both recreational and medical cannabis, even in areas where it is legal, as well as any other illegal substances.

Please note: Non-acceptable age gating function includes but is not limited to Yes or No responses. 

Sample Age Gate upon entering website: 

Sample Age Gate on webforms: 

Call-to-Action (CTA) / Message Flow

A “Call-to-Action” is an invitation to a Consumer to opt-in to a messaging campaign. Its purpose is to describe how recipients of text messages via this campaign consent to receive these messages. In other words, how those numbers were acquired will need to be disclosed. The key point here is to be accurate and descriptive. 

The main goal of a CTA is to ensure that consumers consent to receive text messages and fully understand the nature of the messaging program. 

This information may be available on the website, however, the DCA now requires it to be included in the CTA, along with the explanation on how consent is obtained. If multiple methods are used to obtain opt-in, the CTA for EACH method must include this language. 

• Program name 
• Program description (detailed) 
• Message frequency disclosure  
• “Message and Data Rates May Apply” 
• STOP keyword for opting out 
• (TOS/T&C verbiage if not linked or if posted on a website must match)

Consent Options

Implied Consent: If the consumer initiates the text message exchange, and the business responds solely with relevant information, no verbal or written consent is required. Since the consumer initiated the contact, no additional permission is necessary. 

• The workflow must clearly state that the customer is initiating contact with the business via text message to opt-in for text message communication.  
• Must specify how or where the brand’s phone number was listed or advertised, prompting the consumer to initiate contact with the Brand (e.g., via an advertisement on a website, calling card, flyers, etc.).  
• The first message must always be sent by the consumer.  
  
  For Example: 
  When a customer sends a text message to our brand after finding the number on our website, they give implied consent. We will only reply with the information they request, and we won’t send any additional messages unless the customer explicitly opts in for ongoing communications.

Express Consent: Consumers must provide explicit consent before the brand sends them a text message. This consent can be given via text, through a form, on a website, verbally, or in writing. 

• Text: The customer opts in by texting a specific keyword to a designated phone number. The workflow must include both the exact keyword and the designated phone number, ensuring all details are clearly provided.  
  
  For Example: 
  The customer can opt-in by texting “START” to the phone number 123456789. By texting ‘START,’ the customer is providing express consent to receive SMS communications related to appointments reminders and other relevant notifications.
  • The initial opt-in message response must include the following disclosures:
  • “Message & data rates may apply.”
  • “Message frequency may vary.” (for marketing use cases) 
  • “You can text HELP for support or STOP at any time to unsubscribe.” 
  • “Your phone number will not be shared with third parties for marketing or promotional purposes.” (for marketing use cases) 
• Form: The customer provides consent by completing a form, either electronic or on paper. This form can be uploaded in the Multimedia Upload section of the campaign.
  
  If the form is not available, it’s important to clearly outline the process in the call to action. Make sure to explain what the customer is signing up for, the terms of service, purpose of consent, and how their information will be used.
  
  For Example: 
  When a customer completes a form at After Hours Urgent Care, they are provided the option to opt-in to receive text message communications. The form includes clear language informing the customer that, by signing, they agree to receive SMS communications related to billing, appointments, or other notifications. 
  
  The opt-in language on the form includes the following details: 
  • “By signing below, you consent to receive text messages from After Hours Urgent Care for appointment reminders, billing notifications, and other relevant information.” 
  • “Message & data rates may apply.” 
  • “Message frequency may vary.” 
  • “You can text HELP for support or more information and STOP at any time to unsubscribe.” 
  • “Your phone number will not be shared with third parties for marketing or promotional purposes.”
    
     
• Website:customers can opt-in through a webform, which must adhere to specific compliance requirements: 
  • If the opt-in occurs on a webpage other than the main page, the specific URL where the opt-in takes place should be provided. 
  • The exact location on the site where the opt-in happens must be clearly indicated, along with the appropriate opt-in language. For example: “Customers can opt in through the main website form, located at the bottom of the page.” If there are multiple sites, it also needs to be stated in the CTA. 
  • If the website uses a pop-up form for opt-in, it should be specified that a pop-up will appear for customers to opt-in to receive text message communications. 
    
    For Example: 
    When a consumer uses our online form located at the bottom page to make an appointment, they are asked if they would like SMS appointment reminders sent to their phone. If they check the box YES, then appointment reminders will be sent.  
    
    The opt-in language on the form includes the following details:
    • “By checking the box, you consent to receive text messages from [Brand Name] for appointment reminders, billing notifications, and other relevant information.”
    • “Message & data rates may apply.” 
    • “Message frequency may vary.” 
    • “You can text HELP for support or more information and STOP at any time to unsubscribe.” 
    • Link to Privacy Policy and TOS  
• Verbal: Customers may have the option to provide verbal consent. For this type of opt-in, the process should clearly outline the situations in which the customer is providing their consent. This may occur during a phone call or in person. 
  
  Note: Upload a transcript of how you ask for consent during conversations.
  
  For Example: 
  During the call, the agent will collect verbal consent for SMS notifications from the customer. They will ask for the customer's phone number and are trained to inquire if the customer would like to receive product updates via text message.
  
  Customers will be informed that:  
  • Message and data rates may apply.  
  • Message frequency may vary.  
  • They can text HELP for support or more information and STOP to unsubscribe at any time.  
  • Their phone numbers will not be shared with third parties for marketing or promotional purposes.

Consent Prompt (double opt in): If the consent prompt is enabled for your campaign, this information will be included in the Call-to-Action as an additional step in the opt-in process. However, this alone is not sufficient. You must also include details on how you obtained the consumer's phone number and consent in order to initiate a message to the consumer.

Note: If there are multiple methods for collecting consent, the process for each method must be detailed in the CTA. 

The requirements in this article have always been included in the CTIA Messaging Principles and Best Practices, but the DCA did not require compliance with certain items, so campaigns were approved. Now, the DCA and MNOs have begun strict implementation in accordance with CTIA guidelines.