Who needs to register for A2P 10DLC campaign?
If you don't plan to send text messages to US & Canada numbers, you don't have to register for A2P 10DLC campaigns.
Registering an A2P (Application-to-Person) campaign involves certain costs, depending on the type of campaign.
To help ensure that your 10DLC Campaigns are approved during the manual vetting process conducted by The Campaign Registry, please follow these best practices when submitting new Campaigns.
Please keep in mind that these recommendations are not a guarantee of approval, but they give you an idea of the type of messaging that is preferred.
Make sure to provide accurate information about your business and how you communicate with your customers.
Following these guidelines will help you create compliant and high-quality content.
Campaign registration recommendations
Campaign Description
The description should be thorough and explain the campaign’s objective or purpose.
Message Flow and Opt-In Details
Please refer to the CTIA guidelines to see detailed instructions and best practices on handling consumer consent.
General Guidance
This field should describe how and when a consumer opts into a campaign, thereby giving consent to the sender to receive messages.
The campaign call-to-action must be explicit and list all opt-in methods.
Consent from your website
If the opt-in website form is accessible, please provide the direct URL in the message flow section.
Privacy Policy and Terms of Service need to be available on the website
Privacy Policy must state non-sharing of mobile numbers, message frequency, and disclose "message and data rates may apply".
If multiple steps are required to navigate to the opt-in form, please provide all the steps.
Make sure opt-in language is available on your website form if you indicated that a consumer opts into your campaign on your company website
Having opt-in language such as “By providing your phone number, you agree to receive text messages from Example Inc. Message and data rates may apply. Message frequency varies."
It is recommended that users need to select a checkbox confirming they would like to receive SMS.
Example of a correct opt-in form:
Example of correct opt-in information
Consent from a paper form or on a private site that requires a login
If opt-in is collected through a paper form or behind a login, please provide opt-in details and screenshot links in the message flow.
It is recommended to share a screenshot that displays the opt-in form along with the opt-in language. If you choose to provide a screenshot, please upload it using an app like Google Photos and then add the screenshot's URL in the message flow section.
Successful examples:
"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 example.com/signup"
"End users opt-in by visiting [www.example.com] to apply for a position with [Company Name]. Applications include the following question: OPT-IN FOR TEXT MESSAGES. Would you like to Opt-in to receive text messages about jobs at [Company Name]? Please answer with Yes or No. (required)
Hosted link to the image of the question on an application: [Link to the screenshot of the form]
Link to Privacy Policy: https://www.example.com/privacy
Link to Terms of Service: https://www.example.com/terms"
Failed example:
"Candidates opt-in by submitting their phone number when applying for a job."
Where and how the customer provides opt-in is unclear, the campaign will be rejected.
Sample Messages
Sample messages should reflect actual messages to be sent under the campaign and indicate templated fields with brackets
Ensure that at least one sample message includes your business name
Include opt-out language to at least 1 sample message
Ensure consistency with the use case and campaign description
Best Practice | Examples |
Consistency in brand, website, and sample messages | If your brand name is Example, your website is www.example.com, but your sample messages say “Here’s your one-time passcode for logging into www.example.net”, 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 Example Inc., but you provide an email address with the Gmail domain name, your campaign will be rejected. Note that this check only applies to large, well-known corporations that should have dedicated email domains |
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.example.com] to schedule an appointment or call [123-456-7890]” |
Successful examples:
"Hey [first name]! This is Joe with [company name]. We've reviewed your application for [position] and would like to schedule a phone interview! Reply STOP to opt-out."
"Hi [first name], Thank you for applying to careers at [company name]! We've received your application and will be in touch shortly after reviewing it. We appreciate your interest in working with us! If you have questions, feel free to text back on this number to reach us quickly! Reply STOP to unsubscribe."
Failed example:
"We got your application and would like to schedule a phone interview."
Opt-out is not provided and the business name is missing. The campaign will be rejected.