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A2P 10DLC Campaign Approval Best Practices

Table of Contents​

A2P 10DLC Campaign Approval Requirements​

As of January 26, 2023, all newly registered A2P Campaigns undergo a manual vetting process. This applies to messages sent to the United States using long code numbers under the A2P 10DLC framework. Here are some best practices to help ensure your campaigns are approved:

  • Avoid Personal Identifiable Information (PII): Do not include PII in campaign registration fields. Publicly available information like brand names and phone numbers is acceptable.

Campaign Field Descriptions​

  • User Consent (Call to Action): Ensure that end users consent to receive text messages and understand the nature of the program. This must be accessible to a third-party reviewer for verification.

    • Include program or product description, originating phone numbers, identity of the sender, opt-in language, privacy policy, and terms and conditions.
    • If the Call to Action is not public, provide a screenshot hosted on a publicly accessible site and include the URL.

  • Campaign Description: Provide a clear and comprehensive overview of the campaign's objectives and interactions the end-user will experience.

  • Terms and Conditions: Ensure your Terms and Conditions page is publicly accessible, ideally on your website.

  • Opt-in Message Confirmation: This message is required for all opt-in methods and must be delivered immediately after opt-in. Include program description, contact info, opt-out instructions, and any applicable charges.

  • Sample Messages: Provide examples of real messages, indicating templated fields with brackets. Include opt-out language in at least one sample message.

Forbidden Use Cases​

Ensure your campaign does not involve prohibited content like cannabis or hate speech. For more information, refer to the Messaging Policy.

Data Accuracy and Consistency Best Practices​

  • Consistency Across Brand, Website, and Messages: Ensure that your brand name, website, and sample messages are consistent.

    • Example of consistency: Brand name: Acme, Website: www.acme.com, Sample message: "Here's your one-time passcode for logging into www.acme.com."

  • Real, Working Websites: Ensure the website you provide is functional and matches the brand sending messages.

  • Unique Brand Registration: Avoid creating duplicate brands and campaigns, as this can be seen as high-risk.

Refer to the CTIA guidelines for detailed instructions on handling consumer consent. Ensure opt-in methods are clear and compliant, with opt-in language available on your website if indicated.

  • 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."

  • Opt-out Language: Include opt-out instructions in at least one sample message, such as "Please reply STOP to opt-out."

Opt-In Methods​

Campaigns require proper opt-in methods to ensure end-user consent. Here are some methods:

  1. Verbal Opt-In: Obtain verbal consent during a phone call or via a phone IVR system.
  2. Web Form Opt-In: Use an embedded form on your website with a selectable opt-in checkbox and necessary disclosures.
  3. Paper Form Opt-In: Collect consent via a physical form, with a screenshot hosted online for verification.
  4. Text Message Opt-In: Provide a screenshot of campaign collateral online for verification.
  5. Mobile QR Code Opt-In: Use a QR code linking to an opt-in form or messaging app.

Double Opt-In in A2P 10DLC​

Double Opt-In (DOI) is a compliance practice where users confirm their consent twice before receiving messages. This reduces spam complaints and improves deliverability.

How Double Opt-In Works​

  1. Initial Sign-Up: User submits their phone number via a method like a web form or text message.
  2. Confirmation Request: Business sends an SMS asking for confirmation, e.g., "Reply YES to confirm."
  3. Final Confirmation: User replies "YES" to officially subscribe.

Campaign Registration Recommendations​

Ensure your campaign registration is thorough and compliant:

  • Campaign Type: Select the use case that best represents your campaign.
  • Campaign Description: Provide a detailed description of the campaign's purpose, sender, recipient, and message intent.
  • Opt-in Methods: Clearly describe how users consent to receive messages, including all opt-in methods used.
  • Sample Messages: Reflect actual messages with templated fields indicated by brackets. Include opt-out language and business name.

Campaign Failure/Rejection Reasons​

If your campaign is rejected, review the reasons and ensure compliance before resubmitting:

  1. Message Flow Issues: Ensure opt-in information is compliant and verifiable.
  2. Invalid Website URL: Verify the provided URL is functional and accessible.
  3. Incorrect Sole Prop Brand Registration: Ensure registration information is accurate and meets criteria.
  4. Unknown Reasons: Contact Customer Support for assistance.
  5. Inconsistencies Between Sample Message and Use Case: Ensure sample messages match the campaign's use case and description.

By following these guidelines, you can improve the chances of your A2P 10DLC campaign being approved and effectively reaching your audience.