A2P 10DLC Campaign Approval Best Practices

On January 26, 2023, a new A2P 10DLC Campaign vetting process is going into effect. For details on the change, see this article. This change is relevant to customers using long code numbers to send messages to the United States under the A2P 10DLC framework. This change does not apply to Toll-Free messaging.

Effective January 26, 2023, newly registered A2P Campaigns are subject to a manual vetting process. To help ensure your Campaigns are approved in this vetting process, please follow these best practices when submitting new Campaigns.

Approved campaign example - Campaign Information

Description

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 in-person POS, website forms, or webchat.

Sending messages with embedded links?

Yes

Sending messages with embedded phone numbers?

Yes

Message Sample #1

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.

Message Sample #2

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.

How do end-users consent to receive messages?

End users opt in through a form on the website: https://www.abccompany.com/contact-us, via the website chat widget, and also through our POS system at our office, with consent language similar to that on our website.

Opt-in Message

You are successfully opted in for messages from ABC Company. Reply STOP to unsubscribe.

Opt-in Keywords?

Subscribe, Start

• Opt-In Keywords should be alphanumeric or accented characters. The use of spaces between keywords, such as 'I Agree' and 'Sign UP,' is not permitted. However, one-word keywords are acceptable. Suitable options include Subscribe, Start, Y, Yes, Confirm, and Register.

Opt-out Message:

You have successfully been unsubscribed. You will not receive any more messages from this number. Reply START to resubscribe.

Opt-out Keywords:

CANCEL, END, QUIT, UNSUBSCRIBE, STOP, STOPALL

Help Message:

Reply STOP to unsubscribe. Msg&Data Rates May Apply.

Help Keywords:

HELP, INFO

Sometimes, A2P campaigns are rejected due to users including custom fields or values in their sample message templates that are submitted for approval for campaign details. It's important to note that this practice is strongly discouraged.

Here is an example of a message template that should be avoided:

Instead, here is an example of a well-structured message template:

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 

Opt-In Guidelines

We checked the rejected campaign and found that the opt-in description lacks details, e.g., End users opt-in by contacting us via telephone, email, chat, messenger, etc.

More information than that must be provided to know what the end user will see since it has not been possible to test how the Optin works. 

As per our carrier requirements, opt-in should follow the following guidelines.

Website opt-in:

Please verify that opt-in meets CITA guidelines. All methods of opt-in need to be listed. If opt-in is collected through a paper form or behind a login, please provide a hosted link to image of opt-in. If opt-in occurs on a website, please provide a link to website. The website needs to have privacy policy and terms of service. Ensure opt-in is not shared with 3rd parties.

On the website form, Clearly state that submitting their phone number allows them to receive messages from your company. Include a checkbox for clients to indicate their agreement.

For the checkbox consent, You can type something like this as an example:

I agree to receive marketing messaging from COMPANY_NAME at the phone number provided above. I understand I will receive 2 messages a month, data rates may apply, reply STOP to opt out

Example:

Website Posting (Support): Prominently display the phone number on your website so customers can find it and use it to opt-in for messaging. This can be done through support pages, contact sections, or call-to-action buttons. Make it clear that customers can use the provided phone number to opt in and receive messages.

Keyword or QR Code Opt-In: Use specific keywords or QR codes that customers can use to opt-in for messaging. Communicate the keyword or display the QR code in ads, social media posts, or physical materials. Instruct customers to text the keyword or scan the QR code to opt in.

Ensure data accuracy and consistency

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

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

What can I do if my campaigns are rejected?

Contact your agency to help you fix your Campaign registration / re-submit a new Campaign.