A2P 10DLC Campaign Registration Recommendations
Campaign registrations should meet each of the following descriptions for each field.
Campaign Description
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: "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."
Failed Example: "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.
Message Flow/Call-to-Action
The message flow/call-to-actions needs to provide clear and conspicuous details on how an end customer consents to receive messages and understand the purpose of the messaging.
Call-to-Action should contain the following information:
- The 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)
A compliant Privacy Policy must state that no mobile information will be shared with third parties/affiliates for marketing/promotional purposes.
Successful Example: "Customers provide opt-in specifically when enrolling into our website, or in person by requesting SMS capabilities within the store."
Failed Example: "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 campaign and indicate templated fields with brackets. Ensure consistency with use case and campaign description. Include opt-out language in at least 1 sample message.
Opt-in Keywords
Please provide all keywords that allow users to opt-in to receive campaign messages. Example: "START, OPTIN, UNSTOP, IN"
Opt-in Confirmation Message
Campaign must provide customers with an opt-in confirmation message. This is required for all recurring campaigns.
Successful 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."
Opt-out Keywords
Please provide all keywords that allow end users to stop receiving messaging from this campaign. Example: "STOP, UNSUBSCRIBE, END, QUIT, HALT"
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: "You have successfully been unsubscribed from Acme Corporation. You will not receive any more messages from this number."