10DLC brand and campaign guide

Registration has two parts: the brand, which is the organization sending messages, and the campaign, which is the specific use case. Accurate and consistent information across both is what keeps you out of the rejection queue.

Brand

The brand is the entity responsible for sending A2P messages. Two details carry more weight than the rest.

Website

The official URL for the brand. This is how your legitimacy gets verified, so it must be live, secure, and genuinely belong to the brand you are registering.

Brand support email

The domain must match your website domain.

Campaign

The campaign describes what you will actually send. If you text for marketing, register a marketing campaign; if you run two-way customer support, register customer care.

Description

Explain the purpose and intended use clearly. You must disclose messaging frequency, and if the campaign collects donations you must say so explicitly.

Call-to-action and message flow

This field explains how consumers opt in and give consent. A call-to-action is an invitation to opt in, and it has to state the program's purpose plainly. If you support several opt-in methods, list them all. Nothing here may be deceptive, and opt-in details cannot be buried in terms and conditions.

• Obtain consent to receive messages generally.
• Obtain express written consent specifically for marketing messages.
• Make sure consumers can revoke consent.

Describe how consent is collected, and provide a script, link, or attachment of the opt-in material — a web form, physical form, verbal script, or keyword marketing material.

Supporting uploads

Upload anything that backs up your opt-in, call-to-action, terms, or privacy policy — for example an image of the call-to-action, or a terms document if it is not published online. Maximum 10MB per file, five files per campaign.

Privacy policy link

The policy must state that mobile opt-in information will not be shared with third parties for marketing purposes.

Terms and conditions link

Your terms need an SMS disclosure covering message types, frequency, message and data rate notification, a link to the privacy policy, HELP instructions, and opt-out guidance.

Required messages

Four kinds of message text get reviewed. Each has mandatory contents, and missing one is a common rejection.

Sample messages

Every campaign needs at least one; some types require two. Samples must match the registered use case, and if you register multiple use cases you need a sample for each.

• Always identify your brand in the sample.
• Include at least one sample carrying opt-out and HELP language.
• If you answered yes to embedded links, at least one sample must contain one.

Subscriber opt-in

Required. Must contain brand identity, message frequency disclosure, the “Message and data rates apply” disclosure, HELP information, and STOP information.

Subscriber opt-out

Required. Must contain the brand name and confirmation that the customer will receive no further messages.

Subscriber HELP

Required. Must contain the brand name and a phone number, email address, or website the customer can use for assistance.

Campaign and content attributes

Number pooling

Select yes if the campaign will later be submitted for a number pool, meaning 49 or more numbers on the campaign.

Direct lending or loan arrangement

Must be yes if the brand is involved in lending, even when the campaign messaging has nothing to do with lending.

Embedded link

If yes, one of your sample messages must contain an embedded link.

Embedded phone number

If yes, one of your samples must contain an embedded phone number. Providing a contact in the HELP response does not count.

Age-gated content

Yes if the content covers alcohol, tobacco, gambling, adult content, or prescription drugs.

Terms and conditions

Must be yes, and the link must be supplied in the terms and conditions field.