10DLC outbound SMS registration tips

Mobile carriers and their vetting partners will carefully review each response in your submissions for consistency and compliance. Telzio has compiled a list of tips to consider during the 10DLC registration process to help you get approved and stay compliant.

Registering your brand

When registering your brand, select the appropriate company type that matches the business type associated with your Employer Identification Number (EIN).

The brand details you enter, such as your company name, must match the information tied to your EIN and reflect what the IRS has on file for your business. You must provide the required details about your company, listed below.

• Company type
• Company industry
• EIN number received from the IRS
• Legal company name tied to your EIN
• Brand name (can differ or be the same as your legal company name)
• Company headquarters address
• Company web address
• Company contact (email and business number)

Make sure to include a link to your website or online presence which reviewers will use to help validate your use case. The spelling of your website's URL, email address, and brand name needs to be consistent and align with each other.

You can contact support@telzio.com to submit a manual brand appeal if the brand details you submit are accurate but the automatic vetting repeatedly fails. Attach a clear copy of the EIN letter you received from the IRS. The carriers will charge a $10 brand appeal fee.

Newly generated EINs can take up to 90 days to populate in the IRS database. Support for sole proprietors (you operate business without an EIN) is currently unavailable.

Selecting your use case type

You need to register for the most appropriate use case which reflects the type of messages which will be sent in that use case. You can register for multiple use cases, one at a time.

Most businesses will need to select either a Direct person-to-person communication use case or a Standard use case.

• Direct person-to-person use cases cover basic person-to-person communications, select this for basic texting needs. Automated, marketing, and other message categories are not supported in this use case.
• Standard use cases are commonly used to provide customer care, account notifications, and marketing or promotional content. More categories are available. You can select up to 5 categories per standard use case.

Special use cases should be avoided (unless specifically required) as they may require special prerequisites, are more difficult to get approved for, or require additional vetting and verification.

Describing your message content

Provide a simple but explicit description detailing the type of content you plan on sending in your messages and how you use SMS to communicate with consumers. Include your brand name, what SMS is being used for, and list the type of message content sent in your description. Ensure that the description aligns with the selected use case type.

For instance, your use case can be rejected if you

• sign up for a customer care use case but send marketing messages instead.
• sign up for a direct person-to-person use case instead of a standard use case and plan to send automated or marketing messages.

Use case description example: "[Brand name] will respond to our customers' inquiries and communicate with them regarding appointment scheduling, billing, insurance, services provided, etc."

Non-profits collecting donations must declare that they are collecting donations.

Number pooling

If you own and plan to register more than 49 Telzio phone numbers for this use case, you must select YES. Additional vetting and processing is required after the submitted use case is approved.

Email support@telzio.com to initiate a number pooling request for an approved use case that has number pooling selected.

Direct lending or loan arrangements

If your brand engages in any lending practices, you must select YES, even if your messages are not related to lending.

Sending embedded links

Select YES if you plan on sending embedded links in your messages.

If you select YES, include the embedded link example in your sample message.

Sending embedded phone numbers

Select YES if you plan on sending embedded phone numbers in your messages.

If you select YES, include a phone number in your sample message.

Sending age-gated content

You must select YES if your message content includes any age-gated materials defined by carrier and CTIA guidelines, particular those dealing with S.H.A.F.T. content (Sex, Hate, Alcohol, Firearms, Tobacco).

Creating your sample message

Provide a message sample demonstrating the type of messages you typically send. Sample messages must correspond to the registered use case. Your use case can be rejected or suspended if you sign up for a customer care use case but are found to be sending marketing messages instead.
For the sake of compliance, the sample message needs to include:

• Your brand name.
• If you selected YES for embedded phone numbers or links, include each in the sample message.
• Opt-out language. For example, "To stop receiving messages, reply STOP."

If you include a phone number or link in your sample message, but selected NO to the embedded attribute, then your submission will be rejected.

Provide a sample message for each use case category you select. If you select a standard or special use case, the sample message must match each category selected. For instance, if you select a marketing and delivery use case, provide a sample message with marketing content and another sample message containing delivery content. Below is a list of the standard use case categories and their intended use:

• Account Notification: You send reminders, alerts, and notifications. (Examples include: flight delayed, hotel booked, appointment reminders.)
• Customer Care: All customer care messaging, including account management and support.
• Marketing: Any communication with marketing and/or promotional content which infers costs and discounts.
• Delivery Notification: Information about the status of the delivery of a product or service
• Fraud Alert Messaging: Fraud alert notifications.
• Higher Education: Messaging on behalf of colleges, universities, school districts, etc.
• Polling and voting: You send survey, polling, or voting related content.
• Public Service Announcement: An informational message meant to raise awareness about an important issue.
• Security Alert: A notification that the security of a system has been compromised in some way and action is required.
• 2FA: You send two-factor authentication codes, one-time use passwords, or password resets to your clients.

Here are some examples of sample messages you can refer to.

• General example: "An appointment was scheduled for 8 AM. If you have any questions, you can call [insert your brand name here] at [insert your phone number here] or visit [insert your website URL here] to reschedule. Reply STOP to opt-out."

• Account notification message example: "Hi, this is [insert your brand name]. Your next bill is overdue in 7 days. Please log into your account portal and deposit enough funds to cover the outstanding balance. Reply STOP to opt-out."

• Customer care message example: *"Hey, thanks for reaching out to [insert brand name] support. We pushed out a fix for the issue you reported. Can you log out and back into your account to test? Let us know if you have questions. Reply STOP to opt-out."

• Marketing message example: "[Brand name] is hosting a training camp at the end of the month. Tickets start at $20 and we're running a 10% discount for the first 100 people who sign up. Sign up now at [website URL]. Reply STOP to opt-out."

• Delivery message example: *"Your order from [insert brand name] is on its way. Your order number is N-1234567. Reply STOP to opt-out."

Opt-in disclosures

You are required to disclose specific opt-in verbiage, which your customer can optional agree to for opt-in, or decline/skip to opt-out. You must include a visible and understandable messaging disclosure at the time of opt-in which the carriers can access and review. Your messaging disclosure must contain the following details:

• Your brand name.
• List of the types of message content being sent.
• Message frequency disclosure ("Message frequency varies" or "X messages per day/week/month").
• "Message and data rates may apply" disclosure.
• Contact information for help and support.
• Information on how to opt-out.
• A link or directions to your privacy policy.
• A link or directions to your terms and conditions.

Example: "Would you like to opt-in to receive text messages from [insert your brand name here]? Opt-in is optional. By opting in, you agree to receive recurring messages from [insert your brand name here] regarding [insert categories of message content here]. Message frequency varies. Message and data rates may apply. If you need support you can call or text HELP to [insert your phone number here], visit our website at [insert your website URL here], or email [insert your email address here]. Reply STOP to any text message you receive from [insert your brand name here] to opt-out. For more information, visit our privacy policy at [insert link to your privacy policy here] or our terms and conditions at [insert link to your terms and conditions here]."

• "Yes, opt-in."
• "No, opt-out."

Decscribing opt-in procedure steps and flow

Clearly outline the steps customers must take to opt-in and give explicit consent to receive messages from your brand. There are written opt-in methods and verbal methods. Consent cannot be assumed and you cannot force a consumer to opt-in as a condition for service. Specific opt-in disclosure language is required at the time of opt-in.

• The opt-in procedure must be explicitly clear. Keep your explanation simple, brief, and spell out the exact steps of how a client can opt-in.
• Provide a link to the opt-in location (webform, keyword promotion, or screenshot) or a transcript of the in-person opt-in collection which the carrier's vetting partners can visually verify.

Certain use cases like marketing or delivery use cases require a written form of opt-in, such as a website opt-in. Verbal or in person opt-in methods cannot be utilized.

Read through the opt-in methods below for the type of details you should submit for opt-in procedure field in the use case form, depending on the type of opt-in method you declare. You can declare multiple methods, but stick to declaring one opt-in method to avoid rejection for any invalid or unclear opt-in instructions.

Common opt-in methods

1. Website opt-in (strongly recommended)

You use a publicly accessible webform on your website to collect your customer's opt-in. There is an opt-in disclosure the customer can read before they click on an optional checkbox or field to opt-in

Website opt-in procedure explanation example:

"[Insert your brand name] clients can opt-in when they visit [insert link to website's opt-in form]. Our clients will fill out their name, email, phone number, read and accept the optional messaging disclosure, and then submit the contact form to opt-in."

You must provide the direct link used to opt-in in your explanation. If the online opt-in is hidden or obscured behind a log-in or application, you can also provide a link to screenshots and details of the opt-in process then explain the opt-in process shown in the attached screenshots. Opt-in must be optional and cannot be forced as a condition for service. For the best approval odds, next to the opt-in disclosure use an optional checkbox or YES/NO field to allow the consumer to select whether or not they'd like to opt-in or opt-out of receiving text messages from your brand.

2. Keyword opt-in

You promote your phone number and the opt-in keyword online or through an advertisement. Provide a link to the promotional content used.

Keyword opt-in procedure explanation example:

"Our customers will read through the opt-in disclosure, then opt in by texting [insert keyword] to (111) 222-3333. The keyword is promoted on our website at [insert link to the promotional content]."

You will need to explain how the customer or message recipient is informed to text the keyword/initiate the text messaging conversation. Include a link directing the reviewer where the keyword for opt-in is advertised when explaining the opt-in procedure. Add the keyword to the subscription opt-in field.

3. Verbal or in person opt-in

You verbally ask the customer to opt-in whether over a call or in person. You must provide a transcript of the process and details read to the customer.

Verbal or in person opt-in procedure explanation example:

" [insert your brand name here] will collect opt-ins verbally from customers at a physical office location or over a phone call. When a customer registers for the first time, they are asked to provide their phone number, and staff are trained to ask if they would like to opt in to receive SMS-based notifications regarding [insert categories of message content here]. Staff will inform customers that message and data rates may apply, message frequency may vary, they can text HELP to or call [insert your phone number] for support, they can text STOP to opt-out at any time, their phone number will not be shared with third parties for marketing or promotional purposes, and they can find the Privacy Policy at [insert link to your privacy policy here] or the Terms and Conditions [insert link to your terms and conditions here]."

If you declare a verbal opt-in then follow the template just provided for the best chances for approval.

Privacy policy link

In this field, enter a link that takes the reviewer and consumers directly to your brand's privacy policy page. You must publish your own unique privacy policy. You cannot reuse or modify another company’s policy as your own.

Make sure your privacy policy link is included in your messaging disclosure, terms and conditions, and website footer.

Your privacy policy must include language that:

• Contains your brand name.
• Ensures the customer's opt-in data will not be shared with third parties.
• Instructs the customer on how to opt-out of receiving future communications.

For the best approval odds, utilize the data privacy and opt-out templates below and incorporate the language into your privacy policy.

Data privacy: "Mobile information will not 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-out: "If you wish to be removed from receiving future communications from [insert your brand name here] , you can opt out by texting STOP."

Terms and conditions link

In this field, enter a link that takes the reviewer and consumers directly to your brand's terms and conditions page. You must publish your own unique terms and conditions. You cannot reuse or modify another company’s terms and conditions as your own.

Make sure your terms and conditions link is included in your messaging disclosure and website footer.

Your messaging terms and conditions must include:

• Your brand name.
• List of the types of message content being sent.
• Message frequency disclosure.
• "Message and data rates may apply" disclosure.
• Contact information for help and support.
• Information on how to opt-out.
• A link or directions to your privacy policy.

For the best approval odds, use the messaging terms template below and incorporate the language into your terms and conditions:

General messaging terms and conditions template:

"Messaging terms and conditions: You agree to receive text messages regarding [list the types of message content such as appointment reminders, account notifications, etc.] from [insert your brand name here]. Message frequency varies. Message and data rates may apply. For support, reply HELP or email us at [insert your email address here] . You can opt out at any time by replying STOP. For more information, visit [insert link to your privacy policy here] ."

Marketing messaging terms and conditions template:

"Messaging terms and conditions: You agree to receive text messages containing marketing and promotional content or information messages regarding [list the types of message content such as appointment reminders, account notifications, etc.] from [insert your brand name here]. Message frequency varies. Message and data rates may apply. For support, reply HELP or email us at [insert your email address here] . You can opt out at any time by replying STOP. For more information, visit [insert link to your privacy policy here] ."

If your terms and conditions or opt-in disclosure mentions marketing and promotional content, but your use case is not intended for this purpose, the carriers may end up rejecting your use case even if you clearly declare the distinction in your submission.

You will want to remove the language from your terms and conditions or disclosure or update your use case to support marketing and promotional content

Subscriber opt-in, opt-out, and help messaging

For any use case, you must have a method to respond to customers when they text your phone number with certain opt-in, opt-out, or HELP keywords. Automation is not required, responses can be handled manually. For the best approval odds, we recommend utilizing the templates below for each respective subscriber message category.

Subscriber opt-in

Provide a response when a customer replies with the universal keyword START. If you use a keyword opt-in add the keyword used in the keyword field as well. The opt-in message must include:

• Your brand name.
• Message frequency disclosure.
• "Message and data rates may apply" disclosure.
• HELP instructions ("Text HELP for help").
• STOP instructions ("Text STOP to stop receiving messages").

Opt-in template:

"Thank you for opting in to receive recurring messages from [insert your brand name here] . Msg frequency varies. Msg & data rates may apply. Reply HELP for help. Reply STOP to cancel."

Subscriber opt-out

Provide a response when a customer replies with the universal keyword STOP. The opt-out message must include:

• Your brand name.
• Confirmation that the customer will receive no further messages.

Opt-out template:

"You have successfully opted out of messages from [insert your brand name here]. You will receive no further messages."

Subscriber help

Provide a response when someone replies with the universal keyword HELP. The help message must include:

• Your brand name.
• Support contact information.
• STOP instructions.

Help message template:

"Thank you for reaching out to [insert your brand name here] . Please call us at [insert your phone number here] or email us at [insert your email address here] for support. Reply STOP to opt-out."

Contact us

If you have any questions or need further assistance with the 10DLC registration process, you can check out our other guides (take me there) or contact us by emailing support@telzio.com.