10DLC rejection reasons
Every rejection reason TCR sends back, and what to change before you resubmit.
Last updated February 17, 2025
If your campaign was rejected after review, find the reason below. Most are fixable in one pass, but a few mean the campaign will not be approved at all. For background on the process, see 10DLC registration and TCR.
Brand problems
| Rejection reason | What to do |
|---|---|
| Brand email inconsistent with brand details | The email given at brand creation does not match the brand details elsewhere in the campaign. Recreate the brand and campaign so everything is consistent across brand, campaign, and opt-in messages. |
| Brand name inconsistent with online presence | The registered brand name does not match the website you supplied. If you register “Contoso Inc”, the website must be Contoso Inc's, not some other site. |
| Submitted brand name differs from the name in sample messages | The brand name in your samples must match the registered brand name exactly. Resubmit as one brand. |
| Fraudulent 10DLC brand registration | The brand is associated with a business flagged for fraudulent transactions. The campaign will not be approved. |
Website and online presence
| Rejection reason | What to do |
|---|---|
| Website must be valid and working | Your site was unreachable. Use a valid, working, secure site. If it was down at brand creation you must create the brand again with a working site, then a new campaign. |
| Website unsecured or inaccessible | Same fix, but for HTTPS. Create the brand again against a secure site, then a new campaign. |
| Brand URL blocked for phishing links | The carrier could not reach your site, or flagged it as malware-propagating. Update the site, secure it with SSL, make sure a third party can reach it, and resubmit. |
| Privacy policy missing from online presence | Your website has no privacy policy. Add one. |
| Privacy policy shares data | Your policy says you share or sell consumer personal data to third parties and affiliates. Remove that language. |
| Website must be age-gated | Your site needs to confirm visitors are over 18. Update it and resubmit. |
| Social media pages must represent the company | You linked personal pages. Link business pages instead. |
Campaign description
| Rejection reason | What to do |
|---|---|
| Campaign description needs more details | Answer three questions explicitly: who is sending messages, who is receiving them, and what kind of messages are being sent. |
| Campaign does not match the use case | The stated purpose does not line up with the selected use case. Describe what the campaign does and make sure it matches. |
| Campaign description and call-to-action inconsistent | There is a mismatch between your description and your consent method — for example, saying the campaign is conversational but selecting only a website as the consent method, where verbal would fit. Align the two. |
| Direct lending inconsistent with website | Your site mentions lending or loan arrangements but you did not check the box. Check it and resubmit. |
| Disallowed content | The campaign involves prohibited SMS content and will not be approved. |
Call-to-action and consent
| Rejection reason | What to do |
|---|---|
| CTA missing brand | Your consent method does not name your brand. Add it. |
| CTA missing disclosures | Add: “Message and Data rates apply. Messaging frequency may vary. For more information, refer to the privacy policy on our website.” |
| CTA missing HELP/STOP instructions | Add: “For help, reply HELP. For stop, reply STOP.” |
| CTA or message flow needs more details | Describe in detail how you gather consent — verbally, via your website, by inbound SMS, or on written forms. |
| CTA inconsistent with brand online presence | Your stated consent method conflicts with your website. For example you claim written or verbal consent, but the site clearly collects consent through a web form. Make them match. |
| Include all consumer opt-in methods | You are collecting opt-ins through more channels than you selected. Select them all and describe them. |
| Verbal or in-person consent needs a script | Verbal consent is missing its required script. We provide the default script carriers require for verbal opt-in — use it and resubmit. |
| Webform requires phone number; missing disclaimer | Your site has forms that make a phone number mandatory. Add this below the form: “By providing a telephone number and submitting the form you are consenting to be contacted by SMS text message. Message & data rates may apply. Reply STOP to opt out of further messaging.” |
Message content
| Rejection reason | What to do |
|---|---|
| Sample message missing brand | Add the brand to your sample messages and resubmit. |
| Sample message missing disclosures | Add “Reply STOP to cancel. Reply HELP for help.” to a sample. |
| Sample message needs more detail | Very short samples such as “Hi, reply stop to cancel” get rejected. Samples should convey the actual nature of your messages. |
| Opt-in message missing brand | Add brand information to the opt-in message. |
| Opt-in message missing disclosures | Add “Message and Data rates may apply. Message frequency may vary. Please refer to our privacy policy for more details.” |
| Opt-in message missing keywords | The START keyword is missing. Add it and resubmit. |
| STOP message missing brand | Add brand details to the STOP message. |
| STOP message missing keywords | The STOP keyword is missing from the opt-out message section. Add it. |
| HELP message missing brand | Add your brand name to the HELP message. |
| HELP message missing keywords | The HELP keyword is missing. Add it back. |
| HELP message missing instructions | Add: “Reply HELP to get help, reply STOP to stop.” |
| HELP message missing support contact info | Add a valid email address, phone number, or website to the HELP message. |
| Opt-in, opt-out, and HELP messages missing the brand name; HELP missing support contact information | A combined version of the rejections above. Add your brand name to all three outgoing message categories, and support contact details to the HELP message. |
Still stuck?
Our help desk answers on 816 WIRETAP, or open a ticket. Including the right details gets you a real answer on the first reply — see submitting support tickets.
Contact support