Campaign use case types represent the specific purpose of your SMS or MMS messages. When registering a campaign, you're required to select a use case that accurately describes the nature of your communication—such as customer care, two-factor authentication, or marketing. Choosing the correct campaign type is essential to meet industry compliance standards, avoid filtering or blocking, and maintain trust with carriers and recipients.
Key Benefits of Choosing the Right Use Case
Selecting the right campaign use case helps ensure that your messages are delivered reliably, compliantly, and with minimal delays in the application process.
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Reduces the risk of campaign rejection by The Campaign Registry (TCR)
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Helps carriers understand message intent and enforce spam filtering
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Aligns your messaging practices with industry and legal standards
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Supports faster approval and fewer compliance flags
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Improves long-term deliverability and reputation
List of Approved Campaign Use Case Types
Below is a table of commonly accepted campaign use case types as defined by The Campaign Registry. Choose the one that best fits your messaging intent when registering your campaign in Captivation Hub.
Table 1: List of standard campaign use cases
| Use Case Type | Description | Example |
|---|---|---|
| 2FA | Two-factor authentication messages for login or identity verification. | "Your code is 654321." |
| Account Notifications | Updates about account status, changes, or activity. | "Your billing info was updated." |
| Customer Care | Support or service messages initiated by the customer. | "We’ve received your request. Here’s the update..." |
| Delivery Notifications | Shipping or fulfillment alerts for goods or services. | "Your package has been delivered." |
| Fraud Alert Messaging | Alerts about suspicious or unauthorized account activity. | "Did you attempt a $500 withdrawal?" |
| Higher Education | Communications from colleges or universities. | "Class registration is now open." |
| Marketing | Promotional content and sales offers. | "Save 25% with code SPRING25!" |
| Mixed | Combines multiple use cases like marketing + notifications. | Promo + appointment reminder messages. |
| Polling and Voting | Non-political surveys or voting messages. | "What feature should we add next?" |
| Public Service Announcement | Non-commercial, awareness-based messaging. | "Flu shots are now available at the clinic." |
| Security Alerts | Notifications about potential system or physical security risks. | "Unauthorized login attempt detected." |
Special Campaign Use Cases
Certain campaigns are categorized as "special" by carriers and require additional documentation, verification, or pre-qualification. These often involve sensitive or regulated communications. Special use cases may involve different fees, verification requirements, and carrier-specific restrictions.
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Charity / 501(c)(3) Nonprofit: For registered nonprofit organizations conducting charitable outreach. Must provide IRS nonprofit verification.
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Emergency Services: Used by government agencies to deliver urgent safety or emergency messages. Strictly limited and regulated.
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Political: For political messaging, including campaigns, parties, and PACs. Requires verification through Campaign Verify.
Low-Volume Use Cases
In addition to the standard “Mixed” or “Marketing” campaign types, there is a dedicated use case called Low Volume Mixed. This option is intended for businesses with lighter SMS needs. It supports the same range of message types as a standard Mixed campaign—such as marketing, customer care, and notifications—but comes with a lower monthly fee. Unlike other campaign types, Low Volume Mixed is locked to the lowest available throughput tier, regardless of the brand’s Trust Score. This makes it an ideal, cost-effective choice for small businesses or organizations that don’t require high-volume messaging.
Frequently Asked Questions
Q: What happens if I choose the wrong campaign use case?
Choosing the wrong use case can lead to campaign rejection, delivery filtering, or compliance issues. Always select the use case that best matches the primary intent of your messages.
Q: Can I register more than one campaign use case?
Yes. If your business sends different types of messages (e.g., marketing and customer support), you may need to register multiple campaigns, each with its appropriate use case.
Q: Can I switch my campaign use case after it’s approved?
No. To change your use case, you'll need to register a new campaign with the updated details and sample messages.
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