10DLC Campaign Registration Guidelines
- Bob Young
- Chris Maj
What is The Campaign Registry (TCR)
Any text message transmitted via our platforms, regardless of use case or phone number type (e.g., long code, short code, or toll-free) will be considered by The Campaign Registry (TCR) to be an Application-to-Person (A2P) messaging.
Per the rules of The Campaign Registry (TCR), Application-to-Person (A2P) SMS and MMS message traffic may not be delivered to US-based end user mobile devices unless the message traffic is properly registered as a campaign.
During registration you must provide information about your company (brand) and use cases (campaigns), and if you’re a reseller you must also provide brand and campaign information about each customer on whose behalf you send text messages. Follow the instructions here to minimize the possibility of your brand or campaign registrations being rejected.
Table of Contents
- 1 What is The Campaign Registry (TCR)
- 2 Brand registration
- 3 Campaign registration
- 3.1 Campaign type
- 3.2 Campaign Description
- 3.3 Message flow
- 3.4 Opt-in Consent Methods
- 3.4.1 Web Form Method
- 3.4.2 Keyword Method
- 3.4.3 Paper Form Method
- 3.4.4 Verbal Method
- 3.4.5 Mixed Method
- 3.5 Sample message
- 3.6 Opt-out message
- 3.7 Help message
- 3.8 Campaign and content attributes
Brand registration
During Brand Registration, here are some things to keep in mind as you provide information.
The values you enter for company name and tax ID number (EIN) must exactly match the values on your tax registration document. If the document specifies “Your Business, Inc.” you can’t simply say “Your Business.”
Provide a secure website that represents your business. Registrations without a website, those that use websites that lack an SSL certificate to support the HTTPS protocol, and those whose websites display boilerplate content or templates are likely to be rejected. The website should include About Us, Contact Us, Terms & Conditions and Privacy Policy pages. A website without these pages will not be considered compliant.
Provide a working phone number, preferably the same one mentioned on your website’s contact or support page. The TCR may attempt to verify the authenticity of this phone number.
Provide a working email address, preferably the same one mentioned on your website’s contact or support page. A personal email address from a provider like Gmail or Yahoo or one from a disposable domain is likely to result in your brand registration being rejected.
You must provide a unique contact address, email address, and phone number for each Brand registration. TCR prohibits using the same contact information for multiple brands. Brands found in violation of this policy may be deactivated by TCR.
Brand registrations are typically approved or rejected within a few days.
Campaign registration
Once you’ve registered your brand you can register campaigns, which you can think of as use cases.
Each campaign must be an appropriate use case for the brand with which it is associated. For example, a pharmaceutical company should not try to create a campaign for food delivery messaging. TCR may reject campaign registrations that they deem unrelated to or not consistent with the brand.
Certain use cases are never allowed, including:
deceptive marketing
fraud/scam
SHAFT (sex, hate, alcohol, firearms, and tobacco)
cannabis promotion/sale
debt relief
high-risk financial services
third-party lead generation services
gambling
Any campaign that falls into any of the disallowed categories will be rejected.
Campaign type
Campaigns must be categorized into any of the following standard campaign types, or specified as mixed (a combination of two to five standard use cases).
Type | Details |
2FA | Any two-factor authentication with passcodes used to unlock accounts |
Account Notifications | Notification sent to account holders about changes in accounts |
Customer Care | Customer care interactions by the support and other customer-facing teams |
Delivery Notifications | Updates about the delivery of products and services |
Fraud Alert Messaging | Notifications of suspicious behavior identified the business |
Higher Education | Messages sent by colleges, universities, and other educational institutions |
Marketing | Communications related to time-bound events and sales |
Polling and Voting | Surveys, polling, and voting campaigns used for non-political purposes |
Public Service Announcement | Messages aimed at creating awareness about important topics |
Security Alert | Notifications that alert users about a potential breach of systems |
Campaign Description
For each campaign, provide a detailed description that includes the brand name, use case, and the type of messages you’ll send.
Good Example | Bad Example |
Market LLC uses this campaign to provide real-time delivery notifications to customers regarding packages they ordered on https://www.market-llc.com. | Used for delivery notification. Missing requirements:
|
Auto LLC uses this campaign to send followup customer care messages to customers who have opted in through a webform. | Customer outreach campaign” Missing requirements:
|
Message flow
Also known as Call To Action (CTA), the message flow describes how a customer opts in to a campaign, thereby giving consent to the sender to send messages.
The most common reason for campaign verification rejection is an insufficient Message Flow.
A compliant Message flow/CTA should include the following:
Brand Information - name of the brand sending these texts
Message frequency - for example, “You may receive up to two messages a week,” or “Message frequency varies” or “Message will be sent when a user registers or changes password”
Pricing disclosure - for example, “Message and data rates may apply”
Link to your Terms & Conditions page
Link to your Privacy Policy
Privacy Policy must have a no-sharing clause that states subscriber information will not be shared with 3rd parties for their direct marketing purposes. For example, “No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.”
Opt-in consent mechanism - the opt-in method and action taken by the user to subscribe
Opt-in Consent Methods
Opt-in methods may include a web form, texting a keyword, paper form, verbal or mixed.
Web Form Method
Website visitors submit a form agreeing to receive your texts. Specify the link to the form in the CTA. The web form should include opt-in language, links to your company’s Terms & Conditions and Privacy Policy pages, expected message frequency, pricing, HELP, and OPT OUT information.
Here’s an example of a compliant form with all the required details. Due to regulations prohibiting carriers from forcing opt-in, a check box is recommended for collecting consent for Web opt-is.
Good Form Example | Bad Form Example |
ABC Training:
| Customers opt in by enrolling for a dance class online. Missing requirements:
|
Market LLC: Customers can opt in to receive our weekly newsletter via our website, (https://market-llc.com). Instructions about how to opt out are sent alongside the text messages. The form includes the following notices:
| Customers opt in by subscribing to our weekly newsletter, indicating that they would like to receive texts about upcoming Sales.
Missing requirements:
|
Keyword Method
Customers text a keyword or phrase to join your message list. Mention the opt-in keyword, number, how the number is advertised, and add a link to an image of the advertisement. The ad should contain opt-in language, links to the Terms & Conditions and Privacy Policy pages, expected message frequency, pricing, HELP, and OPT OUT information.
Good Example | Bad Example |
Market LLC: As mentioned in our website’s Contact Us information page (https://market-llc.com/contact) Consumers can opt in to receive marketing material by texting START to 20212312345, The Contact Us information page includes the following notices:
| Consumers opt-in by text and provide consent to receive these messages. Missing requirements:
|
On arriving at one of ABC Parking’s managed parking locations, the customers will find printed signage that asks them to text “555” to our phone number 3456545555 for available parking services. <link to an image of advertisement> The signage includes the following notices:
| Customers message their phone number to the office and request to operate the gate system, we then send the gate code to the customer. Missing requirements:
|
Paper Form Method
Consumers provide phone numbers and express consent on a paper form. Put a copy of the paper form on a web page and include a link to that page in the CTA. The form should contain opt-in language, links to the Terms & Conditions and Privacy Policy pages, expected message frequency, pricing, HELP and OPT OUT information.
Good Example | Bad Example |
Jones LLC: Upon hire, employees sign an employment contract wherein they provide consent to receive scheduling messages as a part of their contract. <link to image of paper form> The paper form includes the following notices:
| Jones LLC: Upon hire, employees sign an employment contract wherein they provide consent to receive scheduling messages as a part of their contract. Missing requirements:
|
Jones Clinic: Subscribers opt in to receive appointment information by signing a paper form during their first visit to our clinic, where they consent to receive texts from us. <link to image of paper form> The paper form includes the following notices:
| Subscribers opt in by signing the paper form during their first visit to our clinic. Missing requirements:
|
Verbal Method
Customers provide verbal consent to receive texts. The phone number, time stamp, and voice record of consent needs to be stored on a recorded line. A good practice is the implementation of double opt-in as an additional layer of consent that will be easier to save and store.
Good Example | Bad Example |
Jones Clinic: Patients opt in by calling us at 1 202-123-12345 to book an appointment. During this call, our staff will request consent from them to send appointment information via text. If the patient Opts-in an initial text message is sent notifying the patient that they will receive appointment information by sms with opt-out instructions (double opt-in). The Text Message includes the following notices:
| Consumers opt in by booking an appointment. Missing requirements:
|
Jones LLC: Consumers visit the dealership and provide their contact information. During this visit, our staff seeks verbal consent from them to send customer care messages via text. An initial text message is then sent notifying them they have subscribed to receive sms alerts and asking them to Reply “Yes” for confirmation (double opt-in). Only consumers who reply “Yes” are sent additional text messages. The Text Message includes the following notices:
| Jones LLC: Consumers visit the dealership and provide their contact information. During this visit, our staff seeks verbal consent from them to send customer care and marketing messages via text. An initial sms is then sent notifying they have subscribed to receive sms alerts and asking them to Reply “Yes” for confirmation (double opt-in). Only consumers who reply ‘Yes’ are sent a text. Missing requirements:
|
Mixed Method
A combination of two or more opt-in methods - web forms, keywords, verbal, paper forms
Good Example | Bad Example |
Jones Training: Subscribers opt in by visiting our website and registering for a class by clicking on “Book” and submitting the enrollment form at https://jonestraining.com/enroll.jspx with their name, address, and contact details. The form includes the following notices:
Alternatively they can opt in at our studio, where they sign a paper copy of our online enrollment form. The form includes the following notices:
| Subscribers enroll for a class and provide consent to receive a text notification. Missing requirements:
|
Jones LLC: Consumers opt in to receive marketing material by visiting our website and submitting the “Contact Us” webform at https://jonesllc.com/contact with their name and contact number. The form includes the following notices:
Alternatively, as mentioned on our website’s Contact Us information section (https://market-llc.com/contact). Consumers can opt in to receive marketing material by texting START to 202-123-12345, The Contact Us information section includes the following notices:
| Subscribers opt-in by text or webform. Missing requirements:
|
Sample message
You must provide sample messages that are indicative of the actual messages you’re sending. They should adhere to SMS Campaign registration (10DLC) - Best Practices and must contain your brand name and opt-out instructions.
For a mixed campaign, provide examples of each campaign type: 2FA, customer care, marketing, etc.
If your messages contain URLs or codes, use parameters within brackets to indicate them (for example, “Your <brand name=”“> verification code is {Code} for {URL}.”)
Good Example | Bad Example |
Hi {FirstName}, this is Jones Dental. Your scheduled visit with us is coming up on 10/01 at 9:00 a.m. Text C to confirm. Text STOP to stop receiving messages. | Your scheduled visit with us is in 3 days. Missing requirements:
|
Hey {FirstName}, check out the new fall collection at Jones Clothing https://jonesllc.com/store. Get 15% off all items. Reply STOP to unsubscribe. | Jones Clothing sale - get 15% off all items. Missing requirements:
|
Your Jones llc verification code is 123456. | Access code: 123456. Missing requirements:
|
Opt-out message
The opt-out message contains the response to the STOP keyword. The response must include:
Brand name
Acknowledgment of the opt-out request
Confirmation that no further messages will be sent
Good Example | Bad Example |
Jones LLC received your stop request. We will no longer send you text messages. Text back UNSTOP or START to receive messages again. | Reply STOP to opt-out. Missing requirements:
|
Jones LLC: You have unsubscribed and will no longer receive messages from us. | You have unsubscribed. Missing requirements:
|
Help message
The help message contains the response to the HELP keyword. It must include:
Brand name
Support contact information (can be phone number, email address, and/or URL that leads directly to a support contact page)
Opt-out information
Good Example | Bad Example |
Jones LLC: For help, send an email to support@abc-llc.com or call us at +1 202-123-12345. Text STOP to opt out. | Reply STOP to opt out. Missing requirements:
|
Jones LLC: For help, email support@jonesllc.com or call us at 1 202-123-12345, To opt out, reply STOP. | For help, email support@jonesllc.com or call us at 1 202-123-12345. Missing requirements:
|
Campaign and content attributes
Finally, you need to declare whether your campaign involves any of a list of eight attributes. Please note TCR does not allow these attributes to be changed once a campaign is registered. If an attribute is incorrect, you will have to register a new campaign.
Subscriber opt-in — indicates whether you collect and process customer opt-ins, should be set as “True”
Subscriber opt-out — indicates whether you collect and process customer opt-outs, should be set as “True”
Subscriber help — indicates whether you have implemented message replies that tell customers how they can contact the message sender when they reply with the HELP keyword, should be set as “True”
Direct lending or loan arrangement — indicates whether this campaign includes content related to direct lending or other loan arrangements
Embedded link — indicates whether campaign messages will use an embedded link
Embedded phone number — indicates whether campaign messages will use an embedded phone number (other than the required HELP information contact phone number)
Age-gated content — indicates whether the campaign includes age-gated content as defined by carrier and CTIA guidelines
You must provide this information for every campaign you register. Be honest. If a campaign is related to loans, for instance, specify Yes for the Direct Lending or Loan Arrangement option. Businesses found to be providing incorrect attribute information may have their campaigns suspended.
Campaigns are vetted by carriers, which causes delays. Processing time for campaign registrations is generally six to eight weeks.
If your brand or campaign registration is rejected because you didn’t follow these guidelines, you must make changes and resubmit your application. The process can take several additional weeks.
If you have questions about 10DLC registration, contact the Sangoma support team.