A2P 10DLC Campaign Approval Best Practices

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

• Description: This campaign sends appointment confirmations, message notifications, and offers for chiropractic adjustments to existing patients or new patients who have opted in to receive SMS notifications. The communications are sent via in-person POS, website forms, or webchat.
  • The Campaign use case description section is used to describe the purpose of this campaign.
    
    If you are doing business under a different name, you can add this sentence "We are doing DBA as [Business_Name]".
    
    Add this sentence "The campaign helps with DIRECT LENDING" if the company is related to a financial services organization.

• Sending messages with embedded links? Yes
• Sending messages with embedded phone numbers? Yes
• Message Sample #1: David, it's Kate from ABC Company. Thanks for opting in to receive SMS notifications. I just saved a time for you on Thursday, June 15, 2023, at 4:00 PM, and I'll see you then! If anything changes, just let me know. If you need to opt out, reply STOP.
  
  
  • include an Introduction of yourself/company and Opt Out language (reply STOP to unsubscribe.)
    
    
• Message Sample #2: David, it's Kate from ABC Company. Thanks for opting in to receive messages. Today, we are giving out a few vouchers to our past patients for a free chiropractic adjustment. Would you like one? If you need to opt out, reply STOP.
  
  
  • Sometimes, A2P campaigns are rejected due to users including custom fields or values. It's important to note that this practice is strongly discouraged. Avoid this: "Hey {{name}}! Samuel from [write the client's company name here] here. We remember you had signed up to receive an appointment with us a little while back. When could we get you rescheduled? Reply STOP to opt out."
    
    
• How do end-users consent to receive messages? End users complete an appointment form on our website at https://www.abccompany.com/appointment, where they have the option to opt-in. Within the form, users are presented with a checkbox containing optional consent language. By selecting this checkbox at the conclusion of the appointment form, users provide their consent to receive messages from us.
  
  https://storage.googleapis.com/msgsndr/RNTEDRA9ap9xSh2MyTYS/media/65271336fe7786badd88b169.png
  
  
  •  If your opt-in method is a web form, must include the link to the website opt-in page, the website needs to have:
    
    - In both the privacy policy and terms and conditions pages, remove all keywords such as 'share,' 'sell,' 'affiliate,' or 'third-party' that indicate selling or sharing' leads' information with a third party.
    
    - 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.
    
    - terms of service: make sure to add these six bullet points "Enclosed is a copy of the boilerplate terms of service covering minimum requirements from the carriers"
    
    - an optional checkbox for message consent: Opt-in consent message and checkbox must be separated from the T&C/Privacy Policy consent and checkbox.you need to include the bolded part like the type of messaging you are sending, frequency, and how to opt out, e.g. I agree to receive marketing messaging from COMPANY_NAME at the phone number provided above. I understand I will receive 2 messages a month, data rates may apply, reply STOP to opt out
    
    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, e.g.
    
    https://storage.googleapis.com/msgsndr/RNTEDRA9ap9xSh2MyTYS/media/65271336fe7786badd88b169.png
• Opt-in Message: You are successfully opted in for messages from ABC Company. Reply STOP to unsubscribe.
• Opt-in Keywords? Subscribe, Start
  
  
  • Opt-in keywords should be alphanumeric or accented characters. The use of spaces between keywords, such as 'I Agree' and 'Sign UP,' is not permitted. However, one-word keywords are acceptable. Suitable options include Subscribe, Start, Y, Yes, Confirm, and Register.
    
    
• Opt-out Message: You have successfully been unsubscribed. You will not receive any more messages from this number. Reply START to resubscribe.
• Opt-out Keywords: CANCEL, END, QUIT, UNSUBSCRIBE, STOP, STOPALL
• Help Message: Reply STOP to unsubscribe. Msg&Data Rates May Apply.
• Help Keywords: HELP, INFO

Forbidden use cases will result in Campaign rejection.

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.

Ensure data accuracy and consistency

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 your use case involves consumer consent before sending messages

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 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.

Opt-In

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 the 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 URL You 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 registration recommendations

Campaign registrations should meet each of the following descriptions for each field.

Campaign Type

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.

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.

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.

How do end-users consent to receive messages?

The answer should contain the following information:

1. The program or product description
2. Telephone number(s) from which messaging will originate
3. Identify of the organization or individual being represented in the initial message
4. Clear and conspicuous language about opt-in and any associated fees or charges
5. Compliant Privacy Policy
6. 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.

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.

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.

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, campaign will be rejected.

Opt-in Keywords

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: 

1. Program (brand) name or product description
2. Customer care contact information (HELP command instructions)
3. Opt-out instructions
4. Disclosure that the messages are recurring and the frequency of the messaging
5. A “Message and data rates may apply” disclosure

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.

Opt-out Keywords

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.

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.

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.

Help Keywords

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..

Help Message

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. Customer must provide the HELP messages that are sent in response to HELP keywords they have configured in Advanced Opt-out or their own application.

 

FAQs:

How to check the reasons why my campaigns are rejected?

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.

Campaign Failure Reasons

MESSAGE_FLOW: The campaign submission has been reviewed and it was rejected because of the 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 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. 

• For this question: How do end-users consent to receive messages? 
  • It's extremely important for us to include the actual link to the website form that your leads are opting in 
  • An approved sample will be: 
    • End users opt-in through a form on the website: https://www.abccompany.com/contact-us, via the website chat widget, and also through our POS system at our office, with consent language similar to that on our website.  
    • The link https://www.abccompany.com/contact-us should contain a checkbox so leads could actively opt-in, where clients can enter their phone numbers and agree to receive messages. Clearly state that submitting their phone number allows them to receive messages from your company. Include a checkbox for clients to indicate their agreement. 
    • If the link is going to a survey and the checkbox is on the last step of the survey, please provide a hosted link to an image of the opt-in.
• You can type something like this as an example: 
  • I agree to receive marketing messaging from COMPANY_NAME at the phone number provided above. I understand I will receive 2 messages a month, data rates may apply, reply STOP to opt out 
• Example: 
• 

USE_CASE_DESCRIPTION: The campaign submission has been reviewed and it was rejected because of an unverifiable website.

• Campaign vetting rejection - Invalid Website URL
  • The campaign submission has been reviewed and it was rejected because of an 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 the 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 publicly accessible URL to view a screenshot of the SMS opt-in flow that will appear.
  • If opt-in occurs on the 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.
  
  

USE_CASE_DESCRIPTION: 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.

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: 

• 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, 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.

USE_CASE_DESCRIPTION: 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.

,_CASE_DESCRIPTION: 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.