A2P 10DLC Campaign Approval Requirements
Under the A2P 10DLC Registration process, a Campaign vetting process is now required for all businesses seeking to send SMS messages within the United States using long code (10 digit) phone numbers.
All new A2P Campaigns are subject to this thorough vetting process. To help ensure your Brand and Campaign meet these requirements and do not experience message delivery failures, please follow these best practices when submitting your A2P 10DLC Registration (link).
For an overview of the entire A2P 10DLC registration process, see here
Overview
What is a Campaign?
In the context of A2P 10DLC registration in the US, a Campaign defines the types of messages ('use case') a business or organization will be sending to their end-users.
End-users may be existing or prospective customers, guests, employees, contractors, vendors, etc.
Examples of different Campaign types include:
2FA: Any authentication or account verification such as OTP
Account Notifications: Notifications about the status of an account or related to being a part of an account
Customer Care: Existing customer support and account management
Delivery Notifications: Information about the status of a delivery
Higher Education: Message campaigns from colleges, universities, and other educational institutions
Marketing: Promotional content such as sales and limited time offers
Mixed: A campaign that covers multiple use cases such as Customer Care and Delivery Notifications (mixed campaigns will have lower throughput).
Polling and voting: For conducting polling and voting, such as customer surveys. Not for political use.
Public Service Announcements: PSAs to raise audience awareness about a given topic
Security Alert: Notification of a compromised system (software or hardware related)
Required Campaign Information
Campaign Field | Description and Requirements |
Campaign Description | Provide a clear and comprehensive overview of the campaign's objectives and interactions the end-user would experience after opting in.
If the Campaign pertains to Loan Arrangement or Direct Lending, specify such so that this can be included in your registration. |
Opt-In Process / Message Flow | The primary purpose of the opt-in process description is to ensure an end-user consents to receive SMS messages from a business or organization, and understands the nature of the messages ('campaign').
The opt-in process must be verifiable by US Carriers. |
Opt-in Message Confirmation | Required for all Opt-in methods
An opt-in confirmation message must be delivered immediately after the end-user messages the campaign. |
Sample Messages | Provide message examples highlighting use case |
Data Accuracy Requirements
Make sure you information about your Campaign is accurate and consistent:
Best Practice | Examples |
Consistency in brand to be registered, website and sample messages | If your brand name is Acme, your website is www.acme.com, but your sample messages say “Here’s your one-time passcode for logging into www.contoso.com”, your campaign will be rejected |
Consistency in sample messages and use cases | If you register a marketing campaign, but sample messages say “Here’s your one-time passcode: 123456”, your campaign will be rejected |
Consistency in email domain and company name | If you register a brand as Company Inc, but you provide an email address with the gmail domain names, your campaign will be rejected. Note that this check only applies to large, well-known corporations that should have dedicated email domains |
Make sure you submit real, working websites | If you indicate that your customers opt-in to your messages via the website, but provide a website address that does not function, your campaign will be rejected |
Make sure the brand you register is the actual brand that you’re sending messages for | If you register a brand with one company’s information (e.g. a company that provides tech for dental offices), but actually send messages on behalf another company (e.g., individual dentist practices), your campaign will be rejected |
Make sure you create as few duplicative 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 |
If you wish to send templated messages, please make sure to indicate the templated fields in sample messages with brackets, to help reviewers better identify which parts are templated | For example, please write “Dental check due for [Mary Doe], Visit [www.contoso.com] to schedule an appointment or call [123-456-7890]” |
Campaign Description Examples
The description should be thorough and provide an explanation of 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.
Successful Example | Failed Example |
“Messages are sent by Acme to its existing customers. OTP Messages for MFA challenges for logging into the online portal to make changes to a user profile for security purposes.Customers confirm with an SMS when profile changes are made.”
| “Blank”
Why is this rejected? No information is provided for the campaign's purpose.
“This campaign sends messages to customers”
Why is this rejected? It does not provide information on who is sending and receiving messages and why messages are being sent. |
Opt-In Guidelines and Examples
Ensure your Campaign involves end-user consent before sending messages
Make sure you collect end-user consent ("opt-in") appropriately.
The Campaign opt-in process ('message flow') needs to provide clear and explicit details how an end-user consents to receive messages and understand the purpose of the messages. The following information should be available to the end-user:
The company, program or product description
Telephone number(s) from which messages 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
Other applicable terms and conditions (e.g., how to opt-out, customer care contact information, and any applicable privacy policy)
Opt-in applies per campaign, should be not transferable 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 describe them all.
Campaign reviewers need to be able to verify details provided in this section. Provide evidence such as a hosted link to screenshot or document where opt-in occurs.
Best Practice | Examples |
Make sure consumer consent or opt-in is appropriately collected | If you indicate you collect end-user opt-in via SMS messages, but your sample messages say “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 and your campaign will be rejected. |
If you indicate that a consumer opts into receiving messages from your business through a website or online form, make sure opt-in language is available on that website | If your brand Acme uses its website, www.acme.com, to collect phone numbers but the website does not contain opt-in language such as “By providing your phone number, you agree to receive text messages from ACME. Message and data rates may apply. Message frequency varies.”, your campaign will be rejected. |
We recommend having opt-out language in your first message and at least one of your sample messages | For example, please consider adding language such as “Please reply STOP to opt out” in your initial and sample messages |
Opt-In Examples
Campaigns require a proper opt-in method which ensures that end-users provide consent to receive text messages. While verbal opt-in is the most difficult method to verify, it is acceptable as long as enough details are provided that US Carriers can verify.
Opt-In Method | Example |
Verbal | Company IVR: "As part of our service we can send you automated monthly text alerts regarding Company account payment activity. We will send two messages per month. Message and data rates may apply. You can get help by replying HELP at any time, or you can opt out by replying STOP. Mobile Terms of Service are available at http://company.com/terms and our Privacy Statement can be found at https://company.com/privacy.
Please reply with 'yes' or 'no' to indicate if you would like this service".
Customer: "Yes please"
Company IVR: "Great! We will send you a text message to confirm your enrollment here shortly." |
Web Form | An embedded form on the end-business’s website that prompts end-users to enter their mobile number and opt into your texting campaign. Note that checkbox or other option should be selectable by the end-user. |
Paper Form | An in-store visitor completes a physical form that collects their phone number and their consent to subscribe to your texting campaign.
Hosted link containing paper form is required to be provided. |
Via Text | A Keyword campaign example |
Mobile QR Code | A QR code that links to an online form that prompts end-users to enter their mobile handset phone number and opt into the texting campaign. QR code can direct the mobile handset to their messaging application with a templated opt-in message, or can lead to a web-form as outlined above. |
Successful Examples | Failed Example |
Opt-in Process: “Customers provide opt-in specifically when enrolling into our website, at acme.com/signup."
Website Opt-in Language: “By submitting, you authorize ACME to send text messages with offers and other information. Message/data rates apply. Consent is not a condition of purchase. [Link to terms and conditions].”
Opt-in Process: "Opt-in is self-service and also occurs in person when users see the business text number in a store sign where users are instructed to text their order.” | Opt-in Process: “Customers sign up at our website.”
Why is this rejected? Where and how the customer provides opt-in is unclear.
|
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.
Opt-in confirmation message should include:
Program (brand) name or product description
Customer care contact information (HELP command instructions)
Opt-out instructions
Disclosure that the messages are recurring and the frequency of the messaging
A “Message and data rates may apply” disclosure
Successful Example | Failed Example |
“You are successfully opted in for messages from ACME for account notifications. Message and data rates may apply. Reply Help for additional support. Reply STOP to unsubscribe.”
| “You opted in for messages”
Why is this rejected? Opt-in message does not contain any information on brand and no information on opt-out process, campaign will be rejected. |
Why does Campaign registration require vetting and is this a Concierge-specific requirement?
This is an industry-wide requirement by all major US Mobile Carriers intended to reduce spam, fraud, and unwanted messaging, and protect SMS as a trusted communications channel in the U.S. Every messaging provider who services A2P messaging is required to conduct this vetting.
Sample Messages
Sample messages should reflect actual messages sent by 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.
Successful Example | Failed Example |
“ACME 2FA Notice: Here is your one time password: 1234. Reply STOP at any time to unsubscribe.”
"Your reservation with Acme Hotel i | “You have an upcoming appointment”
Why is this rejected? Business name and opt-out language is not provided, campaign will be rejected. |