Best Practices for registering 10DLC brands and campaigns

Following these guidelines will help ensure your campaign registrations are accepted without delay.

Key Information Required

When submitting your campaign registration, make sure to provide the following details:

  • Legal Company Name
  • Brand Support Email Address
  • Brand Support Phone Number
  • Brand Website
  • Employer Identification Number (EIN)
  • Campaign Description
  • Content Attributes
  • Confirmation that content does not include prohibited content (Sex, Hate, Alcohol, Firearms, Tobacco, Controlled Substances)
  • Sample Messages
  • Including Opt-Out Messages
Do Don't
Follow these guidelines to avoid declined campaigns. Use a non-working website.
Provide complete and accurate information. Provide mismatched content attributes.
Include opt-in and opt-out language where applicable. Submit inconsistent sample messages or descriptions.
Register inappropriate use cases (e.g., using Charity or Sole Proprietor use cases for political messaging)

Ensure all information is accurate and complete to avoid delays in campaign approval.

Brand Registration

  • Brand as Message Sender: The brand should be the entity sending the messages. The Campaign Registry will check that the business name matches the EIN provided..
  • Website Presence: Your brand should have an online presence. A social media page is acceptable. Clearly display opt-in and opt-out information.
  • Contact Information: Provide a support email and phone number associated with your brand's domain. The phone number should be listed on your website or social media page.

Campaign Registration

Accuracy is Crucial: Ensure all content attributes are correct when setting up your campaign. Certain fields cannot be changed later, and incorrect entries will require a new campaign submission.

Example: If you include links in your messages, you must select "Yes" for embedded links in the content attributes.

Prohibited Content

The following types of content are not allowed on 10DLC:

  • Sexually explicit material
  • Hate speech
  • Promotion of alcohol, firearms, tobacco, or controlled substances

Content related to these topics must not appear in your messages or on your website.

Campaign Description

Your campaign description should clearly answer:

  1. Who you are
  2. Who you are messaging
  3. Why you are sending these messages
Good Bad
Messages to customers of a car dealership service center, including appointment reminders, repair updates, satisfaction follow-ups, online bill payments, and two-way conversations. Text messages are used for our team members to communicate with our customers and partners.

Why is it bad? It doesn't specify who you are or the purpose of the messages.

Call to Action / Message Flow

You must provide a clear description of how users opt in to receive your messages. Opt-in must be explicit and cannot be implied.

Examples

  • Website Sign-Up: Customers enter their phone number on your website and check a box agreeing to receive messages.
  • Mobile Web Page: Users click a button on a mobile webpage to opt in.
  • Keyword Texting: Users text a keyword (e.g., START) to your number to opt in.

If users opt in by texting a keyword, your response should include your brand name, confirmation of opt-in enrollment to a recurring message campaign, how to get help, and clear instructions on how to opt out.

Sample Messages

Provide unique examples of the messages you plan to send. They should align with your campaign description and include opt-out language.

Good Bad
1. Hello John, this is a reminder about your appointment with Acme, Inc. on April 2nd at 10:00 AM. Reply YES to confirm or NO to reschedule. Thank you! 1. Thanks for leaving a rating on Google Business. We would like to learn more about your experience. I will contact you soon.
2. Hi %FirstName%! This is Ramiro with Acme, Inc. We'd love to invite you to our upcoming event from Nov 9-13! Tickets are available now at acme.com Reply STOP to opt out. 2. I received your question. I will get back to you as soon as possible.
3. Reminder from Dr. Smiles, DDS: Hi Jim, we look forward to seeing you at 3:00 PM tomorrow for your cleaning. Reply OPTIONS for notification options, or STOP to disable SMS notifications.

Why are they bad? They lack brand identification and don't specify the purpose.

Opt-Out Message

Include clear opt-out instructions in your messages.

Good Bad
Reply STOP to unsubscribe. Stop2End

Why is it bad? Opt-out keywords must be separated by spaces and preceded by "Reply".

Next Steps

We have collected a list of the most common use case rejections and examples of how to deal with them in this article.

If you have any questions or need assistance with your 10DLC registration, please contact our Support Team.