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. (This change does not apply to Toll-Free messaging)

 

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.

 

Campaign Field	Description	Requirements
User Consent	User Consent (Call to Action) ensures the end user consents to receive text messages and understands the nature of the program. User Consent (Call to Action) must be accessible by a 3rd party reviewer so it can be verified.	- Program or product description - Telephone number(s) from which messaging will originate  - Identity 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)  *Explain if the Call to Action is behind a login, not yet published publicly, is verbal, on paper. *Provide a screenshot of the Call to Action in such cases. Host the screen shot on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in this field. *Please indicate if disclosures are provided to end user in any language other than English and provide a translated copy in the Opt-in Flow for verification.
Campaign Description	Campaign Description MUST provide: 1. Clear and comprehensive overview of the campaign's objectives 2. Detailed overview of interactions the end-user would experience after opting in.	List of campaign use case types for A2P 10DLC registration.
Terms and Conditions	Your Terms and Conditions page MUST be publicly accessible. The easiest way to do this is to add a Terms and Conditions page to your website.	Boilerplate terms of service that cover minimum requirements from the carriers can be found on our support article.
Opt-in Message Confirmation	This is the confirmation message the consumer will see after completing your Opt-in Flow. *Required for ALL Opt-in methods	- Confirmation message must be delivered immediately after the Consumer opts into the program. - Message must contain Program or Product Description - Customer care contact information Opt-out instructions - Product Quantity or recurring messages program disclosure - “Message and data rates may apply” disclosure
Sample Messages	When submitting for A2P approval, provide sample messages (examples of real messages you would send) to accurately highlight the use case of your campaign.	- Identify message sender (brand) - Indicate templated fields with brackets - Include opt-out language to at least 1 sample           message

 

⚠️ 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

Best Practice	Examples
Consistency across brand, website, and sample messages	✅ Example 1: Best Chance for Approval   - Brand name: Acme - Website: www.acme.com - Sample message: “Here’s your one-time passcode for logging into www.acme.com.”   ❌ Example 2: Will Be Rejected   - Brand name: ABC Marketing - Website: www.acme.com - Sample message: “Here’s your one-time passcode for logging into www.contoso.com.”
Consistency between your sample messages and use cases	❌ Your Campaign Will Be Rejected If:   - You register a marketing campaign but sample messages say, “Here’s your one-time passcode: 123456”, which would clearly indicate some sort of login process.
Consistency in email domain and company name	❌ Your Campaign Will Be Rejected If...   - Your Brand: LeadConnector Inc - Email in A2P Application: LeadConnectorInc@gmail.com   ✅ Your email address should consist of your branded domain, for example: JohnF@LeadConnectorInc.com   *Note that this check only applies to large, well-known corporations that should have dedicated email domains
Make sure you submit real, working websites	❌ Your Campaign Will Be Rejected If...   Your customers use your website to opt-in to your messages, but the website address you provide in your A2P application does not work.
Make sure the brand you register is the actual brand that will be sending messages to consumers	❌ Your Campaign Will Be Rejected If...   Company Information Registered in A2P Application: Your marketing agency or software company’s information (e.g., a company that provides the tech for dental offices)   Messages Sent From: Your customer (e.g., individual dentist practices)
Make sure you create as few duplicate 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.
For templated messages, indicate the templated fields in your sample messages with brackets [Like This] to help reviewers better identify which parts are templated.	✅ For Example:   - “Dental check due for [Mary Doe], Visit [www.contoso.com] to schedule an appointment or call [123-456-7890]”

 

 

Collecting Consent Best Practices

Please refer to the CTIA guidelines for detailed instructions and best practices on handling consumer consent.

Best Practice	Examples
Make sure consumer opt-in is collected appropriately	❌ Your Campaign Will Be Rejected If...   Your Defined Opt-In Method When Registering: Text message   Your Sample Message When Registering: “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
Opt-in language MUST be available on your website if during registration you indicated that a consumer opts into your campaign on your company website	❌ Your Campaign Will Be Rejected If...   If your brand Acme uses its website, www.acme.com, to collect phone numbers but your website does not contain opt-in language.   Example Opt-In Language: “By providing your phone number, you agree to receive text messages from ACME. Message and data rates may apply. Message frequency varies.”
We recommend having opt-out language in at least one of your sample messages.	For example, add language such as: “Please reply STOP to opt-out” in one of your sample messages.

 

 

⚠️ IMPORTANT NOTE: Brands cannot submit Campaigns using [company name] and will need to update their flows to have their own BRAND NAME rather than "the company" or "the business" Brands cannot use Captivation Hub's demo numbers in their opt-in flows and campaigns. Brands cannot submit using Captivation Hub's sample number provided in guidance.              eg: "Additionally end users can also text START to +1 (213) 725-2867."

 

⚠️ 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.

 

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:

1. Opt-in checkbox MUST be selectable by end-user
2. 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."
3. 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."
     
     
4. Opt-in disclaimer MUST have All CTA disclosures present to be considered compliant:
   
   
   • Program name and/or a description of the messages that will be sent (appointment reminders, marketing messages, occasional offers, etc.)
   • 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 cheekbones not required when Phone Number field is not mandatory.
• Privacy Policy and TnC at footer.

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

1. 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.

2. 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.

3. 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

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

 

Campaign Type

Please choose the use case that best represents your campaign.

Successful Example	Failed Example
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.

It should not exceed 160 characters. Must have the following:

1. Program (brand) name or product description
2. Customer care contact details: Reply HELP for help
3. Opt-out instructions: Reply STOP to opt-out.
4. Disclosure: that the messages are recurring and the frequency of the messaging
5. Message frequency (must align with the frequency on the CTA and SMS Terms)
6. 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.”   [Company name]: Thank you for signing up for updates! Msg freq varies. Msg&Data rates may apply. Reply HELP for help, STOP to cancel.	“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 message 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."   [Company name]: For help please email [email] or call us at [Toll free number].	“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.

 

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: Invalid 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.