A2P 10DLC Campaign Approval Best Practices
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.
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.
ℹ️ 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.
Read Forbidden message categories for SMS and MMS in the US and Canada for more information.
Data Accuracy and Consistency Best Practices
Collecting Consent Best Practices
Please refer to the CTIA guidelines for detailed instructions and best practices on handling consumer consent.
⚠️ IMPORTANT: The ecosystem constantly improves the vetting criteria as it comes across additional violations.
1. Following the best practices listed above DOES NOT guarantee approval.
2. Best practices above illustrate the general direction of compliant, high-quality messaging that the ecosystem is moving towards.
Opt-In Methods
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.
1. Verbal Opt-In
Below is an example of a verbal opt-in, which would happen during a phone call with the consumer. You can also get a verbal opt-in by using a phone IVR flow, which would consist of an automated system getting opt-in confirmation from the consumer.
Phone IVR: "As part of our service we can send you automated monthly text alerts regarding account payment activity. We will send two messages per month. Message and data rates may apply, depending on your mobile phone service plan. At any time you can get more help by replying HELP to these texts, or you can opt-out completely by replying STOP. Mobile Terms of Service are available at http://crm.com/terms and our Privacy Statement can be found at https://crm.com/privacy. Please reply with 'yes' or 'no' to indicate if you would like this service".
Customer: "Yes please"
Phone IVR: "Great! We will send you a text message to confirm your enrollment here shortly."
2. Web Form Opt-In
An embedded form on the end business’s website prompts end-users to enter their mobile phone number and opt into the texting campaign.
⚠️ Important Requirements for Web Form Opt-In:
Opt-in checkbox MUST be selectable by end-user
Opt-in checkbox MUST include a disclaimer (consent message) such as:
"I consent to receive sms notifications, alert from COMPANY NAME HERE. Message frequency varies. Message & data rates may apply. Text HELP to (XXX) XXX-XXX for assistance. You can reply STOP to unsubscribe at any time."
Opt-in consent message and checkbox MUST be separated from Privacy Policy | Terms of Service and Promotional consent checkboxes. Promotional consent may be something like the following:
"By checking this box I agree to receive occasional marketing messages from INSERT COMPANY NAME HERE."
Program name and/or a description of the messages that will be sent (appointment reminders, marketing messages, occasional offers, etc.)
The organization or individual being represented in the initial message
Fee disclosure (“Message and data rates may apply”)
Service delivery frequency or recurring messages disclosure (“4 messages per month”, “Message frequency varies”, “1 message per login”, etc
Customer care information (typically “Text HELP for help” or Help at XXX-XXX-XXXX) - not required for single message programs (i.e 2FA)
Opt out instructions (typically “Text STOP to unsubscribe”) - not required for single message programs (i.e 2FA)
Link to Privacy Policy describing how end user opt-in information will be used. Be sure there is no mention of sharing of personal information with Third Parties (Must not be part of the checkbox statement. Instead, provide the link at the bottom of the form)
Link to Terms and Conditions describing terms of service (Must not be part of the checkbox statement. Instead, provide the link at the bottom of the form)
Incorporate a checkbox option that end-users must select in order to receive SMS messaging. The checkbox can not be pre-selected. The checkbox provides the end-user the ability to agree, or not agree, to receive SMS messaging.
Below are examples of Web form Opt-In flow.
When Phone Number field is Mandatory in Web form OPT-IN.
Consent checkboxes should be separated for both Marketing and Non-Marketing Messages.
Consent checkboxes cannot be pre-selected and should be optional when Phone Number is required.
SMS notifications cannot be forced in the form. Meaning you cannot require BOTH consent and the phone number to proceed.
Privacy Policy and TnC at footer.
When Phone Number field not Mandatory in Web form OPT-IN.
Consent checkbox not required when Phone Number field is not mandatory.
Privacy Policy and TnC at footer.
PLEASE NOTE:
If the web opt-in is behind a login or not yet published, host a screen shot on a publicly accessible website (like OneDrive or Google Drive) and provide the image URL and the website URL in your registration form where it asks: "How do end-users consent to receive messages?"
To get a useable image link, you can upload the screenshot to your Media Storage Library in your Virelynx account as shown in the screenshot below:
3. Paper Form Opt-In
An in-store visitor completes a physical form that collects their phone number and their consent to subscribe to your texting campaign.
Host a screenshot of the paper form on a publicly accessible website (like OneDrive or Google Drive or Subaccount's media library) and provide the URL in the answer for "How do end-users consent to receive messages?".
4. Text Message Opt-In
Host a screen shot of the campaign collateral on a publicly accessible website (like OneDrive or Google Drive or Subaccount's media library) and provide the URL in the answer for "How do end-users consent to receive messages?" along with the website URL.
5. Mobile QR Code Opt-In
You can also use a QR code that links to an online form prompting end-users to enter their mobile phone number and opt into the texting campaign.
QR codes can direct the consumer to the messaging application used on their mobile device (for example iMessage) with a templated opt-in message, or can even take the consumer directly to a web-form opt-in on your website.
PLEASE NOTE: If the QR code leads to a Web-Form Opt-In, please follow all requirements listed in this article above where we discuss the Web-Form Opt-In method.
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
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.
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.
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
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.
Campaign Failure/Rejection Reasons
You can now 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.
PLEASE 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.
Failure/Rejection Reason #1: 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
Opt-in message workflow does not meet the requirements for the specific campaign type.
Consent is required but not adequately provided or maintained.
Opt-in information is shared with third-party entities.
Possible Solutions
Ensure compliance with Messaging Policy relating to opt-in
Detail All Opt-in Methods: Include all methods of opt-in, whether electronic, paper form, in-person verbal opt-in, or other means.
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.
Include Privacy Policy and Terms of Service: The website where opt-in occurs must contain a privacy policy and terms of service.
Avoid Third-Party Sharing: Make sure that opt-in information is not shared with unauthorized third parties.
Ensure Opt-in is Verifiable: Each campaign is manually reviewed and needs to be verifiable by a human.
Failure/Rejection Reason #2: Invalide 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.
Failure/Rejection Reason #3: Incorrect Sole Prop Brand Registration
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.
Possible Causes
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.
Possible Solutions
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.
In conclusion, first question is, does the business have an EIN? For DBAs you must use the business name and address in the EIN registry number that you use.
Failure/Rejection Reason #4: Unknown Reason
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.
Failure/Rejection Reason #5: Inconsistencies Between Sample Message and Use Case
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.
Failure/Rejection Reason #6: The campaign submission has been reviewed and rejected due to issues verifying the Call to Action (CTA) provided for the campaign.
The campaign submission has been reviewed and rejected due to issues verifying the Call to Action (CTA) provided for the campaign.
Possible Causes:
Unverifiable CTA: The Call to Action associated with the campaign could not be verified during the review process. If opt-in occurs outside of the website, then provided information was incomplete or not fully detailed.
Possible Solutions:
Provide complete CTA information and all possible methods of receiving consent. If opt-in is not conducted through the website, please detail and provide documentation on how the CTA is presented to and actioned by end-users. Once you have made a change to address CTA verification issues, please resubmit the campaign for review.
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