All 10DLC campaigns are vetted by the underlying carrier's aggregator to ensure compliance with wireless carrier codes of conduct. This page covers the key requirements for building a compliant campaign, common rejection reasons, and the information needed for successful registration.

Common Rejection Reasons

Campaigns are commonly rejected for one or more of the following reasons:

• Insufficient Call to Action (CTA) or Message Flow description
• Missing or non-compliant opt-out message
• SHAFT-C prohibited content (on the campaign or the brand's website)
• No website or online presence associated with the brand
• Non-compliance with Know Your Customer (KYC) guidelines
• Privacy Policy and Terms & Conditions do not cover SMS messaging
• Incorrect campaign and content attribute selections
• Sole Proprietor campaign type (not accepted by all carriers)

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Opt-In Types

Express Written Consent

The gold standard for opt-in. Recipients explicitly agree in writing — via digital forms, checked boxes on websites, or signed agreements. Consent must be clear, specific about message types, and documented.

Verbal Consent

Consent gathered over a phone call or in person. Must be documented (e.g., call recording with caller permission or follow-up confirmation message).

Implicit Consent

Based on an existing relationship — for example, a customer who provides their number when requesting service updates may be considered to have implied consent for service-related messages. Implicit consent typically does not extend to promotional messages.

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Call to Action (CTA) Requirements

The CTA has two components: the description of how opt-in is collected (entered during campaign registration), and the disclosure language shown to the consumer at the point of opt-in.

CTA Description (Campaign Registration Field)

The Call to Action / Message Flow field must clearly explain how end users sign up to receive messages. Opt-in must be:

• One-to-one (not shared with third parties)
• Specific to text messaging
• Clear, conspicuous, and not buried in other terms

If opt-in is collected via a website, include a direct link to the submission form in this field.

Consumer-Facing Disclosure Language

The opt-in disclosure shown to the consumer must include:

• Brand name
• Types of messages to be received
• Message frequency disclosure (e.g., "Msg frequency varies")
• "Message and data rates may apply" disclosure
• HELP instructions (e.g., "Reply HELP for help")
• STOP/opt-out instructions (e.g., "Reply STOP to stop")
• Links to Privacy Policy and Terms & Conditions

CTA Examples by Opt-In Method

Website/Online Form:

"By submitting this form and signing up for texts, you consent to receive marketing text messages (e.g. promos, cart reminders) from [Company Name] at the number provided, including messages sent by autodialer. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy [link] & Terms [link]."

Text-to-Join / Keyword:

"By texting START to [phone number], you consent to receive marketing text messages from [Company Name]. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP. Reply HELP for help. Privacy Policy [link] & Terms [link]."

Point of Sale (Verbal):

"[Company name] will collect opt-in verbally. When a customer is registered, staff ask if the customer would like to opt in to SMS-based notifications. Customers are verbally informed that 'Message and data rates may apply', 'Message frequency may vary', and they can 'text HELP for support or STOP to unsubscribe.' Their phone number will not be shared with third parties for marketing or promotional purposes."

QR Code:

"Scan this QR code to subscribe to our event alerts. You can text STOP to opt out anytime. Messaging rates may apply."

IVR:
Consent gathered via IVR is accepted. Document the IVR script and include it in the CTA description.

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Opt-Out Message Requirements

At least one sample message must demonstrate an opt-out instruction. Acceptable opt-out keywords include: STOP, END, UNSUBSCRIBE, CANCEL, QUIT, REVOKE, OPT OUT.

Opt-out phrases must be space-separated (e.g., STOP 2 END is acceptable; STOP2END is not).

Example:

"[Business Name]: You have an appointment for Tuesday at 3:00 PM, reply YES to confirm, NO to reschedule. Reply STOP to unsubscribe."

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SHAFT-C Prohibited Content

The following content types are prohibited on 10DLC campaigns: Sex, Hate, Alcohol*, Firearms, Tobacco*, CBD, and Cannabis (SHAFT-C). Prohibited content on the brand's website — even if unrelated to the campaign — will result in rejection.

*Alcohol and Tobacco may be supported with robust age-gating and appropriate opt-in.

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Privacy Policy Requirements

A compliant Privacy Policy must include:

• How consumer data is used and shared
• An explicit statement that mobile opt-in data and consent will not be shared with third parties for marketing purposes
• Instructions on how consumers can opt out of future communications

Recommended language for the data-sharing clause:

"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."

Required opt-out language:

"If you wish to be removed from receiving future communications, you can opt out by texting STOP, QUIT, END, REVOKE, OPT OUT, CANCEL, or UNSUBSCRIBE."

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Terms & Conditions Requirements

The Terms & Conditions document must be provided during campaign registration (linked or attached as a PDF if no website exists). It must contain:

• Brand name
• Types of messages the consumer will receive
• Message frequency disclosure
• "Message and data rates may apply" disclosure
• Customer care contact info (HELP reply, email, or support link)
• Opt-out instructions (STOP to cancel)

Example:

"Messaging Terms & Conditions: You agree to receive informational messages (appointment reminders, account notifications, etc.) from [Company Name]. Message frequency varies. Message and data rates may apply. For help, reply HELP or email us at [email address]. You can opt out at any time by replying STOP."

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Campaign and Content Attribute Checklist

When registering a campaign, confirm the following attributes are set correctly:

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Sole Proprietor Campaigns

Not all carriers accept Sole Proprietor campaign types. Submitting one will result in automatic rejection and a $15 fee. Hold off on submitting Sole Proprietor campaigns until carrier support is confirmed.