A2P 10DLC Campaign Approval Requirements

On January 26, 2023, a new A2P 10DLC Campaign vetting process went into effect. 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.

Please do not include Personal Identifiable Information (PII) in campaign registration fields. Publicly available information like brand names and phone numbers is acceptable.

Campaign Field

Description

Requirements

User Consent

User Consent (Call to Action) ensures the end user consents to receive text messages and understands the nature of the program.

User Consent (Call to Action) 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 Opt-in Flow for verification.

Campaign Description

Campaign Description MUST provide:

  1. Clear and comprehensive overview of the campaign’s objectives

  2. Detailed overview of interactions the end-user would experience after opting in.

Terms and Conditions

Your Terms and Conditions page MUST be publicly accessible.

The easiest way to do this is to add a Terms and Conditions page to your website.

Opt-in Message Confirmation

This is the confirmation message the consumer will see after completing your Opt-in Flow.

*Required for ALL Opt-in methods

  • Confirmation message must be delivered immediately after the Consumer opts into the program.

  • Message must contain Program 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

When submitting for A2P approval, provide sample messages (examples of real messages you would send) to accurately highlight the use case of your campaign.

  • Identify message sender (brand)

  • Indicate templated fields with brackets

  • Include opt-out language to at least 1 sample           message

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 across brand, website, and sample messages

✅ Example 1: Best Chance for Approval

  • Brand name: Acme

  • Website: www.acme.com

  • Sample message: “Here’s your one-time passcode for logging into www.acme.com.__”

❌ Example 2: Will Be Rejected

  • Brand name: ABC Marketing

  • Website: www.acme.com

  • Sample message: “Here’s your one-time passcode for logging into www.contoso.com.__”

Consistency between your sample messages and use cases

❌ Your Campaign Will Be Rejected I****f:

  • You register a marketing campaign but sample messages say, “Here’s your one-time passcode: 123456”, which would clearly indicate some sort of login process.

Consistency in email domain and company name

❌ Your Campaign Will Be Rejected I****f…

✅ Your email address should consist of your branded domain, for example: JohnF@yourcompany.com

*Note that this check only applies to large, well-known corporations that should have dedicated email domains

Make sure you submit real, working websites

❌ Your Campaign Will Be Rejected I****f…

Your customers use your website to opt-in to your messages, but the website address you provide in your A2P application does not work.

Make sure the brand you register is the actual brand that will be sending messages to consumers

❌ Your Campaign Will Be Rejected I****f…

Company Information Registered in A2P Application:

Your marketing agency or software company’s information (e.g., a company that provides the tech for dental offices)

Messages Sent From:

Your customer (e.g., individual dentist practices)

Make sure you create as few duplicate 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.

For templated messages, indicate the templated fields in your sample messages with brackets [Like This] to help reviewers better identify which parts are templated.

✅ For Example:

  • “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

❌ Your Campaign Will Be Rejected I****f…

Your Defined Opt-In Method When Registering:

Text message

Y****our Sample Message When Registering:

“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

Opt-in language MUST be available on your website if during registration you indicated that a consumer opts into your campaign on your company website

❌ Your Campaign Will Be Rejected I****f…

If your brand Acme uses its website, www.acme.com, to collect phone numbers but your website does not contain opt-in language.

Example Opt-In Language:

“By providing your phone number, you agree to receive text messages from ACME. Message and data rates may apply. Message frequency varies.”

We recommend having opt-out language in at least one of your sample messages.

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