Step 1: Submit a campaign

Once you complete the steps to submit the brand information, you will be taken to Campaign Details

Standard brand Sole prop brand

Campaign details

  1. Messaging use case

Campaign use case - List of campaign use case types for A2P 10DLC registration

Use Case Description If you have an EIN for your company but you want to use a different brand name for your messages, you can add this sentence "We are doing DBA as [Business_Name]" in the Campaign Use Case Description for Step 3 - Campaign Details. Make sure the rest of the submission including the website matches with the DBA business name. You can register the same EIN for 10 brands max. Must explain what type of SMS the client will be sending (e.g., marketing messages, appointments, notifications, etc.). The Campaign use case description section is used to describe the purpose of this campaign. Click on 'See example' in the top right to check out examples for your use case. It's best to keep it simple. If you outline all the use cases, you will need to provide the opt-in link for each one. E.g. This campaign sends appointment confirmations, message notifications, and offers for chiropractic adjustments to existing patients or new patients who have opted in to receive SMS notifications. The communications are sent via the website form.

Sample Message

Must include the lead’s name, a staff member’s name, a business name, and opt-out language (reply STOP to unsubscribe.) Must provide an example of the type of messages the client states they are sending in their description. Approved Examples: Appointment Messages: David, it's Kate from ABC Company. Thanks for opting in to receive SMS notifications. I just saved a time for you on Thursday, June 15, 2023, at 4:00 PM, and I'll see you then! If anything changes, just let me know. If you need to opt out, reply STOP. Marketing Messages or Offers: David, it's Kate from ABC Company. Thanks for opting in to receive messages. Today, we are giving out a few vouchers to our past patients for a free chiropractic adjustment. Would you like one? If you need to opt out, reply STOP.

Do NOT include custom fields or values Rejected Example: "Hey {{name}}! Samuel from [write the client's company name here] here. We remember you had signed up to receive an appointment with us a little while back. When could we get you rescheduled? Reply STOP to opt out."

  1. User Consent

How do end-users consent to receive messages? All opt-in methods > Opt-In

If your opt-in method is web form, must include the link to the website opt-in page, the website needs to have:

  1. Consent Checkbox Shows an optional checkbox for message consent and cannot be pre-selected or pre-checked. Opt-in consent message and checkbox must be separated from the T&C/Privacy Policy consent and checkbox. TCR is now requiring us to separate the checkbox for promotional SMS communications from other SMS notifications. You can omit the T&C/Privacy Policy consent checkbox and make sure they are hyperlinked at the footer of the form to avoid having 3 checkboxes (T&C, promotional, other SMS). You need to include the bolded part like the type of messaging you are sending and the business/brand name, message delivery frequency or recurring messages disclosure ("4 messages per month", "Message frequency varies", "1 message per login", etc.), Fee disclosure: "Message and data rates may apply", Customer care information (typically "Text HELP for help" or Help at XXX-XXX-XXXX), Opt-out instructions (typically "Text STOP to cancel"). e.g. I Consent to Receive SMS Notifications, Alerts & Occasional Marketing Communication from the company. Message frequency varies. Message & data rates may apply. Text HELP to (XXX) XXX-XXXX for assistance. You can reply STOP to unsubscribe at any time. If the checkbox is showing at the end of the survey, or behind an appointment form, please include a hosted link to an image of the opt-in. e.g. End users opt in through an appointment form on the website:https://www.abccompany.com/appointment, Users check a box with optional consent language to receive messages from us to provide their consent at the end of the appointment
  2. form:

Links to the privacy policy and Terms need to be present on the opt-in form. In both the privacy policy and terms and conditions pages, remove all keywords such as 'share,' 'sell,' 'affiliate', 'third'. 'party' that indicates selling or sharing leads' information with a third party.

  1. Privacy policy must have this paragraph: "No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Information sharing to subcontractors in support services, such as customer service is permitted. All other use case categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties."
  2. Terms of service make sure to add these 6 bullet points "Enclosed is a copy of the boilerplate terms of service covering minimum requirements from the carriers" {Program Name} {Insert program description here; a brief description of the types of messages users can expect upon opting in.} You can cancel the SMS service at any time. Simply text "STOP" to the shortcode. Upon sending "STOP," we will confirm your unsubscribe status via SMS. Following this confirmation, you will no longer receive SMS messages from us. To rejoin, sign up as you did initially, and we will resume sending SMS messages to you. If you experience issues with the messaging program, reply with the keyword HELP for more assistance, or reach out directly to {support email address or toll-free number}.

Carriers are not liable for delayed or undelivered messages.

As always, message and data rates may apply for messages sent to you from us and to us from you. Message frequency varies. For questions about your text plan or data plan, contact your wireless provider.

For privacy-related inquiries, please refer to our privacy policy: {link to privacy policy}.

Opt-in Message Example: You have successfully opted in for messages from ABC Company. Reply STOP to unsubscribe.

Forbidden use cases will result in Campaign rejection.

Make sure your A2P Campaign does not involve prohibited content such as cannabis, hate speech, etc., and that your use case is compliant with the Messaging Policy. Check out Forbidden message categories for SMS and MMS in the US and Canada.

Ensure data accuracy and consistency

Make sure you submit Campaign registrations with accurate and consistent data:

Best Practice Examples Consistency in brand, website, and sample messages

If your brand name is Acme, your website iswww.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

Your campaign will be rejected if you register a brand as LeadConnector Inc but provide an email address with the Gmail domain names.

Note that this check only applies to large, well-known corporations that should have dedicated email domains

Make sure you submit real, working websites.

Indicating that your customers opt-in to your messages via the website, but providing a website address that does not work, will lead to campaign rejection.

Make sure the brand you register is the actual brand that you’re sending messages for.

If ISV customers register a brand with your company’s information (e.g., a company that provides the tech for dental offices) but end up sending messages for your customers (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 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]”

Ensure your use case involves consumer consent before sending messages Make sure you collect consumer consent appropriately. Please refer to the CTIA guidelines for detailed instructions and best practices on handling consumer consent.

Best Practice Examples Make sure consumer opt-in is collected appropriately

If you indicate you collect opt-in via text 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.

Make sure opt-in language is available on your website if you indicated in the “message flow” field that a consumer opts into your campaign on your company website.

If your brand Acme uses its website,www.acme.com, to collect phone numbers but your 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 at least one of your sample messages.

For example, please add language such as “Please reply STOP to opt-out” in one of your sample messages.

Please note:

The ecosystem constantly improves the vetting criteria as it comes across additional violations. Please do not consider the best practices listed above as a “catch-all” and guarantee approval as long as you follow them all; instead, consider them as a baseline that illustrates the general direction of compliant, high-quality messaging that the ecosystem is moving towards.

Opt-In Campaigns require a proper opt-in method which ensures that end-users provide consent to receive text messages. Verbal opt-in is the most difficult method to verify however, is acceptable as long enough details are provided that a 3rd party reviewer can verify.

Opt-In Method Example Verbal

Phone IVR: "As part of our service we can send you automated monthly text alerts regarding account payment activity. We will send two messages per month. Message and data rates may apply, depending on your mobile phone service plan. At any time you can get more help by replying HELP to these texts, or you can opt-out completely by replying STOP. Please reply with 'yes' or 'no' to indicate if you would like this service".

Customer: "Yes please"

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 prompts end-users to enter their mobile handset phone number and opt into the texting campaign. Note checkbox should be selectable by end-user for opting in.

It has to reflect SMS language and not have it hidden in the Privacy policy or terms and conditions. You can check the requirements of the opt-in here: LC - Phone Messaging Policy.

This is highly important to avoid any rejection from the carrier since they are asking for proof of opt-in. Two examples of the Opt-in here:

You need to specifically put a disclaimer like - "By submitting this form, you consent to receive marketing and promotional SMS messages from [Your Company Name]. Message frequency may vary. Reply "STOP" to unsubscribe. Text HELP for assistance. Standard message and data rates may apply. Your information will be handled in accordance with our Privacy Policy."

The Disclaimer MUST have All CTA disclosures present for complia