A2P 10DLC campaign guidance

Describe and register compliant A2P 10DLC messaging campaigns for US SMS.

This article describes the process and requirements to register a Messaging Campaign under the 10DLC registration process. All businesses must have an approved Brand and Messaging Campaign in order to send messages in the US.

For an overview of the entire A2P 10DLC registration process, see here

Overview

What is a Campaign?
Campaign Vetting & Approval
Campaign Requirements
Opt-In Guidelines
Opt-In Examples
Data Accuracy Requirements
Sample Messages

What is a Campaign?

A Messaging Campaigndefines the types of messages ('use case') a business or organization will be sending.

Businesses may have more than one messaging campaign, and each campaign must have an explicit opt-in process, and end-user disclosures.

End-users may be existing or prospective customers, guests, employees, contractors, vendors, etc.

Examples of different Campaign types include:

2FA: Authentication and one-time passwords - e.g. 2FA codes.
Account Notifications: Notifications or updates about the status of an account
Customer Care: Existing customer support and account management
Delivery Notifications: Information about the status of a delivery
Higher Education: Messages from colleges and universities
Marketing: Promotional content, sales, and special offers
Mixed: A campaign that covers multiple use cases such as Customer Care and Delivery Notifications (mixed campaigns have lower throughput).
Polling and voting: Surveys and polls. Not for political use.
Public Service Announcements: PSAs and community alerts
Security Alert: Notification of a compromised system

Campaign Vetting & Approval

All new 10DLC Campaigns must go through a vetting and approval process mandated by all major US mobile carriers. This process is intended to reduce spam, fraud, and unwanted messaging, and protect SMS as a trusted communications channel.

This is an industry-wide requirement that every business, organization and messaging provider are subject to and required to complete.

Campaign vetting and approval can take between 1-4 weeks.

Campaign Requirements

All new 10DLC Campaigns must contain the following core elements:


Campaign Field	Description and Requirements
Campaign Description	An explicit explanation of who is sending the message, who is receiving it, and why they are receiving it. A clear and comprehensive overview of the campaign's use case, objectives and interactions the end-user will experience after opting in.
Opt-In Process / Message Flow	A clear description of how end-users opt in to receive messages from your business or organization. All opt-in methods must be described in detain and include proof such as the URL of a web form, a screenshot or document. The description should include the language that invites end-users to sign up or opt-in to to your messaging program, along with the required disclosures. If you use multiple opt-in methods for the same campaign (e.g. a website form and a keyword), provide a message flow description for each of them.
Privacy Policy and Terms of Service	All campaigns must include details about the company or organization's `Privacy Policy` and `Terms of Service` policies. Privacy Policy URL: A live link to a privacy policy containing required mobile privacy non-sharing clauses. Terms of Service URL: A live link to legal terms containing mandatory messaging disclosures and carrier non-liability clauses. Additional information is here These must meet specific requirements that protect your customers and are compliant with industry standards. In your privacy policy, phone carriers checks for language that makes it clear that Messaging Consent data and end-users phone numbers aren't being shared or sold to third-parties
Sample Messages	2-4 examples of what your actual messages will look like. These examples should show what your end-users/customers will receive. Include your brand name to make it clear who's sending the message Include opt-out language: "`Reply STOP to unsubscribe`"
Keywords & Automated Responses	Opt-In Message Include your brand/company name, confirmation of enrollment, help keyword instructions, and how to opt out Example: `Welcome to Acme Hotel! You'll receive up to 2 msgs/day about your hotel stay. Msg & data rates may apply. Reply HELP for help, STOP to opt-out.` Opt-Out Message Include your brand/company name, acknowledge the opt-out and confirm no more messages will be sent. Example: `You have unsubscribed from receiving Acme Hotel's reservation updates. You will not receive any more messages from this number. Reply START to restart.` Help Message Include your brand/company name, customer support details, message frequency and opt-out disclosures. Example: `Acme Hotel Reservation Updates: Help at 888-555-1234 or acmehotel.com. Msg&data rates may apply. Msg frequency may vary. Reply STOP to opt-out.`

Opt-In Methods


Opt-In Method	Example
Verbal	A verbal opt-in is where the end user provides consent to receive text messages verbally, such as over the phone, through an automated voice response system (IVR), or in person. If your organization obtains opt-in verbally, an explicit opt-in script must be provided.
Web Form	A form on the business's website that prompts end-users to enter their mobile number and opt to receive messages from the business.
Paper Form	A physical form available to end-users in person that collects their phone number and their consent to receive messages from the business. A copy, screenshot or file of the physical form must be provided
Via Text	A Keyword campaign example
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.

Data Accuracy Requirements

Make sure you information about your Campaign is accurate and consistent:


Best Practice	Examples
Consistency in brand to be registered, 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	If you register a brand as Company Inc, but you provide an email address with the gmail domain names, your campaign will be rejected. Note that this check only applies to large, well-known corporations that should have dedicated email domains
Make sure you submit real, working websites	If you indicate that your customers opt-in to your messages via the website, but provide a website address that does not function, your campaign will be rejected
Make sure the brand you register is the actual brand that you're sending messages for	If you register a brand with one company's information (e.g. a company that provides tech for dental offices), but actually send messages on behalf another company (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 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.contoso.com] to schedule an appointment or call [123-456-7890]"

Campaign Description Examples

The description should be thorough and provide an explanation of 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.

Opt-In Guidelines and Examples

Ensure your Campaign involves end-user consent before sending messages

Make sure you collect end-user consent ("opt-in") appropriately.

The Campaign opt-in process ('message flow') needs to provide clear and explicit details how an end-user consents to receive messages and understand the purpose of the messages. The following information should be available to the end-user:

The company, program or product description
Telephone number(s) from which messages will originate
Identify of the organization or individual being represented in the initial message
Clear and conspicuous language about opt-in and any associated fees or charges
Other applicable terms and conditions (e.g., how to opt-out, customer care contact information, and any applicable privacy policy)

Opt-in applies per campaign, should be not transferable 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 describe them all.

Campaign reviewers need to be able to verify details provided in this section. Provide evidence such as a hosted link to screenshot or document where opt-in occurs.


Best Practice	Examples
Make sure consumer consent or opt-in is appropriately collected	If you indicate you collect end-user opt-in via SMS 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.
If you indicate that a consumer opts into receiving messages from your business through a website or online form, make sure opt-in language is available on that website	If your brand `Acme` uses its website, `www.acme.com`, to collect phone numbers but the 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 your first message and at least one of your sample messages	For example, please consider adding language such as "`Please reply STOP to opt out`" in your initial and sample messages

Opt-In Examples

Campaigns require a proper opt-in method which ensures that end-users provide consent to receive text messages. While verbal opt-in is the most difficult method to verify, it is acceptable as long as enough details are provided that US Carriers can verify.


Opt-In Method	Example
Verbal	Company IVR: "`As part of our service we can send you automated monthly text alerts regarding Company account payment activity. We will send two messages per month. Message and data rates may apply. You can get help by replying HELP at any time, or you can opt out by replying STOP. Mobile Terms of Service are available at http://company.com/terms and our Privacy Statement can be found at https://company.com/privacy.` `Please reply with 'yes' or 'no' to indicate if you would like this service`". Customer: "`Yes please`" Company 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 that prompts end-users to enter their mobile number and opt into your texting campaign. Note that checkbox or other option should be selectable by the end-user.
Paper Form	An in-store visitor completes a physical form that collects their phone number and their consent to subscribe to your texting campaign. Hosted link containing paper form is required to be provided.
Via Text	A Keyword campaign example
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.


Successful Examples	Failed Example
Opt-in Process`:` `"Customers provide opt-in specifically when enrolling into our website, 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].`" Opt-in Process`:` `"Opt-in is self-service and also occurs in person when users see the business text number in a store sign where users are instructed to text their order."`	Opt-in Process`:` `"Customers sign up at our website."` Why is this rejected? Where and how the customer provides opt-in is unclear.

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.

Opt-in confirmation message should include:

Program (brand) name or product description
Customer care contact information (HELP command instructions)
Opt-out instructions
Disclosure that the messages are recurring and the frequency of the messaging
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."`	`"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.

Why does Campaign registration require vetting and is this a Concierge-specific requirement?

This is an industry-wide requirement by all major US Mobile Carriers intended to reduce spam, fraud, and unwanted messaging, and protect SMS as a trusted communications channel in the U.S. Every messaging provider who services A2P messaging is required to conduct this vetting.

Sample Messages

Sample messages should reflect actual messages sent by 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`. `Reply STOP at any time to unsubscribe."` `"Your reservation with Acme Hotel i`	`"You have an upcoming appointment"` Why is this rejected? Business name and opt-out language is not provided, campaign will be rejected.