Campaign Types
SMS Campaign Types describes the different 10DLC campaign categories available during registration, each designed for specific messaging use cases and business types.
When registering a 10DLC campaign, the campaign type selected must accurately reflect the messaging use case and the business vertical. Selecting a campaign type that does not match the actual content or business type is a common cause of vetting rejection.
Sample messages submitted during registration must also match the selected use case and business type. The descriptions below reflect how The Campaign Registry defines each type.
Standard Use Cases
| Use Case | Description |
|---|---|
| 2FA | Any authentication, verification, or one-time passcode. |
| Account Notification | Standard notifications for account holders, relating to and being about an account. |
| Customer Care | All customer care interaction, including but not limited to account management and customer support. |
| Delivery Notifications | Notification about the status of the delivery of a product or service. |
| Fraud Alert Messaging | Notifications regarding potential fraudulent activity on a user's account. |
| Higher Education | Messaging created on behalf of colleges, universities, school districts, and other education institutions. Not for a "free to the consumer" messaging model. |
| Low Volume Mixed | For brands with multiple use cases that only need very low messaging throughput — for example, test/demo accounts or a single-location small business. Maximum of 5 sub use cases. |
| Machine-to-Machine (M2M) | Wireless communication between physical assets with no human interaction. Subscriber-facing campaigns are prohibited under this use case. |
| Marketing | Any communication that includes marketing and/or promotional content. |
| Mixed | For brands running multiple use cases on the same campaign. Minimum of 2 and maximum of 5 sub use cases. |
| Polling and Voting | Sending of surveys and polling/voting campaigns. |
| Public Service Announcement | Informational messaging that raises awareness about important issues. |
| Security Alert | A notification that a system's security has been compromised and an action is needed. |
Special Use Cases
Special use cases carry additional restrictions — most require post-registration approval from the mobile network operator (MNO) before the campaign can send at volume.
| Use Case | Description |
|---|---|
| Carrier Exemptions | An exemption granted by a specific carrier. Requires post-registration MNO approval. |
| Agents and Franchises | For brands with multiple agents, franchises, or offices in the same vertical that require individual, localized numbers per agent, location, or office. Requires post-registration MNO approval; limited to 5,000 numbers. |
| Charity | Communications from a registered charity aimed at providing help or raising money. Limited to 501(c)(3) tax-exempt organizations. |
| Proxy | Peer-to-peer, app-based group messaging using proxy or pooled numbers, supporting personalized service without exposing personal numbers. Requires post-registration MNO approval. |
| Emergency | Notification services supporting public safety or health during natural disasters, armed conflicts, pandemics, or other national or regional emergencies. Requires post-registration MNO approval. |
| K-12 Education | Campaigns for messaging platforms supporting schools grades K-12 and distance learning centers — not for post-secondary schools. Requires post-registration MNO approval. |
| Sweepstakes | All sweepstakes messaging. Requires post-registration MNO approval. |
| Political (Election Campaigns) | Part of an organized effort to influence the decision-making of a specific group. Available only to non-profit entities with a Campaign Verify token, an Aegis Political Vet, or a verified 501(c)(3/4/5/6) tax-exempt status. |
| Social | Communication between public figures or influencers and their communities — for example, alerts from a YouTube creator or celebrity. |
| Sole Proprietor | Limited to US or Canadian individuals or small businesses without an EIN/Tax ID. Requires a separate contract. |
| Platform Free Trial | Platform free-trial offers, with strict controls and MNO audit rights. Requires a separate contract. |
| UCaaS Low Volume | For UCaaS companies whose numbers are each assigned to a different employee with varied use cases. Not for API or automated communication; carries the same volume restrictions as Low Volume Mixed. Only available to approved UCaaS businesses. |
| UCaaS High Volume | The same use case as UCaaS Low Volume, for UCaaS campaigns that require higher volume. Only available to approved UCaaS businesses. |
Registering for the Political Use CaseThe Political use case is unlocked by registering at campaignverify.org and selecting "Import Vetting" on the Brand Details page, or by applying for Aegis Political Vetting directly on the Brand Details page.
For full registration guidance and compliance requirements, see 10DLC Compliance and Registration.
Updated about 2 hours ago