For 10DLC registration, you'll need to send a sample SMS message from your campaign for mobile network operator approval.

 

Before you submit your sample SMS messages, please read this messaging guide and review your campaign. This will speed up approval and reduce rejections.

 

Important: Please note that this isn’t an exhaustive list of SMS best practices, and we’re not lawyers so we can’t offer legal advice.  You should always consult with your legal counsel or other expert to ensure that your SMS messaging activities are compliant with applicable laws and industry guidelines.

 

Provide a sample, or better yet a few samples, of actual SMS messages you've sent. Sending general example messages isn't recommended and might get your campaign rejected.

For example:

Concise campaign descriptions

Make sure your campaign description on the previous screen is clear and specific. Your campaign description should always explain who and why you're messaging.

Good examples…
 

• Sending customers SMS updates about their order
• SMS reminders to our customers about their appointments

Poor examples…

• Sending SMSs about sales
• Sending SMS to potential customers

Respect opt out requests

Make sure you've included  reply STOP to cancel  or similar language to  enable recipients to opt out from receiving SMS messages.

Important: You must include STOP in your call to action to trigger an opt-out

Identify yourself

Make sure your customers know who's behind any SMS text message campaign.

Be consistent with your use case

Ensure your SMS campaign verbiage fits your use case. As an example, if you chose "Low Volume Mixed", don't use it for sweepstakes (a separate case).

Additional Info and Examples:

Message Flow / Call to Action
Customers need to provide details around how a consumer opts-in to their campaign, therefore giving consent to receive their messages. If multiple opt-in methods can be used for the same campaign, they must all be listed.

Example 1: End users opt-in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from Example Brand.
Example 2: End users opt-in by texting START to (111) 222-3333 to opt in.
Example 3: End users opt-in by visiting www.website.com and adding their phone number. They then check a box agreeing to receive text messages from Example Brand. Additionally, end users can also opt-in by texting START to (555) 123-4567 to opt in.

Opt-in Keywords
If end users can text in a keyword to start receiving messages from this campaign, those keywords must be provided
If you do not support opt-in keywords, you do not need to provide this.

Opt-in Message
If end users can text in a keyword to start receiving messages from this campaign, the auto-reply messages sent to the end users must be provided. The opt-in response should include the Brand name, confirmation of opt-in enrollment to a recurring message campaign, how to get help, and clear description of how to opt-out.
Example: "Example Brand: You are now opted-in. For help, reply HELP. To opt-out, reply STOP".
If you do not support opt-in messages, you do not need to provide this.

Opt-out Keywords
End users should be able to text in a keyword to stop receiving messages from this campaign. Those keywords must be provided as part of the campaign registration request.

Opt-out Message
Upon receiving the opt-out keywords from the end users, customers are expected to send back an auto-generated response, which must provide acknowledgment of the opt-out request and confirmation that no further messages will be sent. It is also recommended that these opt-out messages include the brand name.
Example: "You have successfully been unsubscribed from ABC Company. You will not receive any more messages from this number."

Help Keywords
End users should be able to text in a keyword to receive help. Those keywords must be provided as part of the campaign registration request.

Help Message
When customers receive the help keywords from their end users, customers are expected to send back an auto-generated response; this may include the brand name and additional support contact information.
Example: "Acme Corporation: Please visit www.ABCcompany.com to get support. To opt-out, reply STOP."
Note: Opt-in message and opt-in keywords are only required if customers support opt-in via text messages. If they don't support it, they don't need to provide these two fields. The other fields for Opt-out, help and Message Flow are required for all campaigns.

Website Disclaimer
ANY website that collects phone numbers needs to include a disclaimer on any page related to messaging.
Example: By providing your phone number, you may be opted into SMS communication with XYZ Company.  If by any chance you do receive an SMS from us, you can easily opt-out at any time by responding to that SMS with the word STOP.  These directions will also be provided if we initiate a SMS with you.
 

Recent guidance for 10DLC with respect to Privacy Policy:
 

We have been receiving notice from our upstream providers that there are some circumstances where a compliant Privacy Policy associated with an A2P 10DLC Brand’s website is mandatory. While we have already noted that Privacy Policies are mandatory for all Political messaging campaigns, we are now updating our vetting policies to include them in other situations.

The key takeaway is that the policy must be clear that an end user’s Personally Identifiable Information (or PII) will not be shared or sold to third parties for the purpose of marketing.

Privacy Policies vary greatly from quite simple statements to very long and complex policies – it’s dependent on the industry and business as well as applicable privacy law. Most policies typically indicate what they can and will do with PII – most of which – is perfectly acceptable – especially when used to operate the business itself. If a business shares or sells information, the Privacy Policy must specify the reasons. A few examples might include:

• If the business is sold or merged
• Compliance with legal requirements of the business
• If the business has payment processing or other business operational responsibilities

Even if the Privacy Policy notes that the business does share or sell information to unaffiliated third-parties for marketing purposes, the Privacy Policy could become compliant if a statement similar to the following is added:

“No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. All other categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.”

Of course, there can be other variations of this mobile messaging carve-out. 

Update:

Compliant Privacy Policies are mandatory on the following campaigns:

1. All Political Campaigns.

2. All Marketing Campaigns.

3. Any campaign that is in the business of buying houses (typically a real-estate or investment firm) which use a variety of A2P 10DLC use cases (Marketing, Mixed, Low Volume, etc.).There are an increasing number of these campaigns showing up and several have been cited or suspended for excess spam traffic.

4. If a messaging campaign collects numbers on the website (typically through a webform – which must have the appropriate messaging disclosures and/or consent notifications or check-boxes) AND the business provides any of the following:

a. Mortgages and Loans – typically Mortgage companies, banks, savings and loans, credit unions

b.Financing of any kind (automobile, other motor vehicle, medical, home improvement, etc.)

c.Medium to large businesses that may utilize number pools or have a large number of employees (typically greater than 49)

d. Age-Gated campaign registrations of any kind

5. Exceptions – Most small businesses that have less than 50 employees or most non-profits (unless they are larger national corporations). Most of these will typically use Low Volume, Mixed, UCAAS Low Volume as well as most Standard Use Cases (except Marketing). These will be decided on a case-by-case basis by the carrier vetting team as we look at the level of risk associated with a business. This will typically include most dental offices, law firms, insurance agents and agencies, smaller real estate agents and companies, medical practitioners, home improvement businesses, trade businesses, and other common categories of business that make up a significant part of the A2P 10DLC universe.

       6.  Sole Proprietors – do not require a Privacy Policy.

Regardless of the need for a Privacy Policy, don’t forget that ALL A2P 10DLC messaging campaigns must have appropriate consent and call to actions.