As of January 26, 2023, a fresh vetting process for A2P 10DLC Campaigns took effect. Unveil the intricacies of this alteration in our article titled “A2P 10DLC Campaign Vetting Changes – January 2023.” This update pertains specifically to clients utilizing long code numbers for message transmission within the United States under the A2P 10DLC framework. It’s imperative to note that this amendment does not affect Toll-Free messaging services.
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.
Approved campaign example
Campaign Information
Ensure that your A2P Campaign adheres to guidelines by avoiding prohibited content like cannabis, hate speech, and more. Confirm that your use case aligns with Messaging Policy standards. Explore the list of forbidden message categories for SMS and MMS in the US and Canada.
Make sure you submit Campaign registrations with accurate and consistent data:
| Best Practice | Examples |
| Consistency in brand, 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 | Your campaign will be rejected if you register a brand as LeadConnector Inc but provide an email address with the gmail domain names.*Note that this check only applies to large, well-known corporations that should have dedicated email domains |
| Make sure you submit real, working websites. | Indicating that your customers opt-in to your messages via the website, but providing a website address that does not work, will lead to campaign rejection. |
| Make sure the brand you register is the actual brand that you’re sending messages for | If ISV customers register a brand with your company’s information (e.g., a company that provides the tech for dental offices) but end up sending messages for your customers (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 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]” |
Ensure proper collection of consumer consent. Consult the CTIA guidelines for comprehensive directions and optimal approaches to managing consumer consent.
| Best Practice | Examples |
| Make sure consumer opt-in is collected appropriately | If you indicate you collect opt-in via text 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. |
| Make sure opt-in language is available on your website if you indicated in the “message flow” field that a consumer opts into your campaign on your company website. | If your brand Acme uses its website, www.acme.com, to collect phone numbers but your 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 at least one of your sample messages. | For example, please add language such as “Please reply STOP to opt-out” in one of your sample messages. |
Please note:
The vetting criteria within the ecosystem undergo continuous enhancement with each new discovery of violations. It’s important not to perceive the aforementioned best practices as a foolproof solution ensuring approval upon adherence to all. Rather, regard them as a foundational benchmark indicating the broader trajectory toward compliant and top-notch messaging quality embraced by the ecosystem.
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.
| Opt-In Method | Example |
| Verbal | 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. And Please reply with ‘yes’ or ‘no’ to indicate if you would like this service”. Customer: “Yes please” 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 prompts end-users to enter their mobile handset phone number and opt into the texting campaign. Note checkbox should be selectable by end-user for opting in.  If the web opt-in is behind a login or not yet published, host a screenshot on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in the answer for “How do end-users consent to receive messages?” along with the website URLYou can also upload the screenshot to the Media Library here (Subaccount > Settings > Open Media Library)  |
| Paper Form | 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?”. |
| Via Text | A Keyword campaign example: Host a screenshot 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 |
| 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. If the QR code leads to an online form that is behind a login or not yet published, host a screenshot of the 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?”. |
Campaign registrations should meet each of the following descriptions for each field.
Please choose the use case that best represents your campaign. For more information, please refer to this List of campaign use case types for A2P 10DLC registration article.
| Successful Example | Failed Example |
| a 2FA use case is selected for any authentication or account verification such as OTP. | Higher Education is selected for any authentication or account verification such as OTP. Why is this rejected? Use case would not match intended use, campaign will be rejected. |
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.
| 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. |
The answer should contain the following information:
A legally compliant Privacy Policy must explicitly affirm that mobile information won’t be divulged to third parties or affiliates for marketing or promotional endeavors. However, sharing information with subcontractors providing essential support services, like customer care, is permissible. It’s important to note that opt-in data and consent from text messaging originators will never be shared with any third parties, except for specified use cases.
To ensure transparency and accountability, campaign reviewers must be equipped to validate the information furnished in this regard. This may entail providing substantiating evidence, such as a hosted link to screenshots or documents, demonstrating opt-in procedures conducted through gated logins or physical forms.
| Successful Example | Failed Example |
| Message Flow: “Customers provide opt-in specifically when enrolling into our website, or in person by requesting SMS capabilities within the store. Opt-in during website is a self-service process and occurs 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].” | “Customers sign up” Why is this rejected? Where and how the customer provides opt-in is unclear. |
Ensure that sample messages accurately represent the content intended for the campaign, incorporating placeholders for templated fields within brackets. Maintain coherence with the designated use case and campaign description.
Sample messages must clearly attribute the sender (brand name), with at least one message incorporating your business name.
Additionally, integrate opt-out language into at least one sample message to provide recipients with the option to unsubscribe.
| Successful Example | Failed Example |
| “ACME 2FA Notice:Here is your one time password: 1234 Call [phone-number] to report if this request was not made by you.” | “You have an upcoming appointment” Why is this rejected? Opt-out is not provided, the campaign will be rejected. |
Please provide all keywords that allow users to opt-in to receive campaign messages.
| Successful Example | Failed Example |
| “START, OPTIN, UNSTOP, IN” | ““Blank” Why is this rejected? Message flow indicates customers can opt-in through text but no opt-in keywords are provided, campaign will be rejected |
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.
Opt-in confirmation message should include:
| Successful Example | Failed Example |
| “You have 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. |
Please provide all keywords that allow end users to stop receiving messaging from this campaign.
| Successful Example | Failed Example |
| “STOP, UNSUBSCRIBE, END, QUIT, HALT” | “Blank” Why is this rejected? default Opt-out handling is disabled. As such, opt-outs must be handled via Advanced Opt-Out or by your application. Specify the keywords you have configured for Opt-out handling. |
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.
| Successful Example | Failed Example |
| “You have successfully been unsubscribed from Acme Corporation. You will not receive any more messages from this number.” | “Opt-out successful. You will not receive any more messages from us.” Why is this rejected? Opt-out message does not include brand, campaign will be rejected. |
Please provide all keywords that allow end users to receive more information about this campaign.
| Successful Example | Failed Example |
| “HELP, ISSUE, FIX, RESOLVE, INQUIRY” | “Blank” Why is this rejected? Default HELP keyword handling is disabled on the associated account. Customer must provide the keywords they have configured in Advanced Opt-out or their own application.. |
When end users send help, the response message needs to include brand name, phone number, or email address.
| Successful Example | Failed Example |
| “Acme Corporation: Please visit www.acmecorporation.com to get support. To opt-out, reply STOP.” | “Blank” Why is this rejected? Default HELP keyword handling is disabled on the associated account. Customers must provide the HELP messages that are sent in response to HELP keywords they have configured in Advanced Opt-out or their own application. |
We’ve introduced some new updates from our developers. Now, you can also 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.
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 goes 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
1. Opt-in message workflow does not meet the requirements for the specific campaign type.
2. Consent is required but not adequately provided or maintained.
3. Opt-in information is shared with third-party entities.
Possible Solutions
1. Ensure compliance with Messaging Policy relating to opt-in
2. Detail All Opt-in Methods: Include all methods of opt-in, whether electronic, paper form, in-person verbal opt-in, or other means.
3. 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.
4. Include Privacy Policy and Terms of Service: The website where opt-in occurs must contain a privacy policy and terms of service.
5. Avoid Third-Party Sharing: Make sure that opt-in information is not shared with unauthorized third parties.
6. Ensure Opt-in is Verifiable: Each campaign is manually reviewed and needs to be verifiable by a human.
Please resubmit the campaign with the following guides in mind.
Campaign rejection – 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
Reasons for this failure can be:
Possible Solutions
In conclusion, the 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.
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.
Possible Causes
Possible Solutions
This Messaging Policy pertains to every sub-account utilizing LeadConnector Phone Systems (LC – Phone). It mandates that all outgoing messages from your sub-account adhere to our SMS and MMS Messaging Guidelines. The following messaging scenarios are strictly prohibited via SMS or MMS in the United States or Canada. The information below extends to extended code […]
Starting August 31, 2023, all A2P messages sent from unregistered ten-digit long code numbers (Local and National numbers) to US numbers will be blocked. As SMS and call spam awareness grows among carriers, so does their vigilance in enforcing Acceptable Use Policies (AUP). In efforts to safeguard end customers (leads/contacts) and maintain spam control, carriers […]
This FAQ relates to the US A2P 10DLC Campaign registration changes w.e.f January 26, 2023. What is changing? Commencing from January 26, 2023, a manual vetting process will apply to all newly registered US A2P 10DLC Campaigns (including Standard, Low volume standard, and the upcoming Sole Proprietor 2.0). Alongside registration, a one-time $15.75 campaign verification […]
What do you need to know? In order to transmit messages within the United States, it’s imperative to enroll every 10DLC phone number. Consequently, AT&T and T-Mobile have decided to up the ante by raising the per-message fee for unregistered transmissions. This strategic move aims to incentivize unregistered senders to complete the registration process. Failure […]
A2P 10DLC serves as a crucial tool for businesses seeking to ensure compliance in their messaging endeavors, facilitating the transmission of Application-to-Person (A2P) messages through 10-digit long code phone numbers within the United States. This thorough manual offers an intricate exploration of A2P 10DLC, covering registration prerequisites, diverse campaign applications, adherence to compliance standards, and […]
Introduction: We have some crucial news regarding your established Sole Proprietor Brands that we want to make sure you’re fully informed about. If you’ve crafted one or more Sole Proprietor Brands before October 4, 2022, and haven’t yet gone through the One Time Password (OTP) verification process, it’s vital that you take action to prevent […]
Important Updates for A2P 10DLC Messaging Notice 1: Shutdown of Unregistered 10DLC Messaging Commencing from July 5, 2023, it is mandatory for all 10DLC phone numbers employed for sending SMS and MMS messages to U.S. numbers to be enrolled in an approved campaign associated with your brand. Failure to register may result in escalating message […]
Below are tables presenting the types of campaign use cases eligible for registration within the United States A2P 10DLC framework. It’s important to be aware of the maximum limits for campaigns per use case outlined in the current regulations. Standard Campaign Use Cases Below is a comprehensive list detailing the standard campaign use cases set […]
Starting from August 31, 2023, every 10DLC phone number employed for transmitting SMS and MMS messages to U.S. phone numbers needs to be completely enrolled for an endorsed campaign linked to a brand. The Sole Proprietor registration option serves as an ideal fit for individuals or small businesses situated in the United States and Canada […]