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10DLC campaign: Most common rejection reasons

  • Updated

 

Here are some reasons the carriers might reject your 10DLC campaign

  • Call to Action (CTA)
  • Opt-out message
  • SHAFT-C content
  • Lack of a website or online presence
  • Lead generation/Affiliate Marketing

  • Inappropriate Use Cases

Call to Action (CTA)


We frequently encounter instances where campaigns are rejected due to a deficient Call to Action (CTA) section. This segment should include a precise and succinct explanation of how a recipient can subscribe to receive messages. The opt-in process must be direct, not shared with external parties, and cannot be implied. It must be evident, prominent, and not concealed within the terms & conditions or any other agreements.

 

Opt-out message

The opt-out language should incorporate at least one of the following terms: end, stop, unsubscribe.
If you opt to use a phrase for opt-out, it must be separated by spaces (e.g., STOP 2 END, not STOP2END). It is essential to include an opt-out option in at least one of your sample messages.

Example: "[Insert Business Name:] You have an appointment scheduled for Tuesday at 3:00 PM. To confirm, reply with YES. To reschedule, reply with NO. To unsubscribe, reply with STOP."

SHAFT-C content

The following categories of content are prohibited on 10DLC: Explicit Sexual Material, Hate Speech, Alcohol Promotion, Firearms-related Content, and Tobacco-related Content (including cannabis, CBD, etc.).

Lack of a website or online presence

Please ensure that you provide the customer's website or online presence information. This may include a social media page, as long as our aggregator can access it and verify the legitimacy of the business. Even if the customer does not provide their website, our aggregator will conduct a search to check for any associated website. If the website contains prohibited content, the campaign will be rejected.

Lead Gen / Affiliate Marketing

Lead generation and affiliate marketing are not allowed over 10DLC

Privacy Policy Suggestions

Everyone's privacy policy is different, depending on the type of data you collect and how you use that data. During the 10DLC campaign review process, it is likely that your Brand's privacy policy will be reviewed manually. Below are some key suggestions you should follow to ensure a higher likelihood of success:

  1. Be explicit about what types of data you are collecting (e.g. emails, phone numbers, etc.) and how you are using each category of data.
  2. Give customers a contact option to opt-out/have their personal data deleted.
  3. If you are using data for affiliate marketing (e.g. anything in your privacy policy mentions affiliate marketing or you sell personal data to 3rd parties), this is not allowed under the current 10DLC guidelines and it will be rejected.
  4. Be explicit about how you handle opt-outs, especially related to marketing.
    1. Example: "MARKETING COMMUNICATIONS: You will receive marketing communications from us if you have requested information from us or purchased goods or services from us or if you provided us with your details when you entered a competition or registered for a promotion and, in each case, you have not opted out of receiving that marketing. We will get your express opt-in consent where required by law."

There are several online free Privacy Policy generators that can assist you, and/or consult with your legal team.

 

Inappropriate Use Cases

Due to high volumes of consumer complaints, messages containing the following content are not appropriate and are not allowed over 10DLC, and campaigns related to these will be rejected.

  1. Social marketing
  2. Collections
  3. Financial services, whether account notifications, marketing, collections, or billing for:
    • High-risk/subprime lending/credit card companies
    • Auto loans
    • Mortgages
    • Payday loans
    • Short-term loans
    • Student loans
    • Debt consolidation/reduction/forgiveness
  4. Insurance
    • Car Insurance
    • Health Insurance
  5. Gambling, Casino, and Bingo
  6. Gift cards
  7. Sweepstakes
  8. Free prizes
  9. Investment opportunities
  10. Lead generation
  11. Recruiting
  12. Commission programs
  13. Credit Repair
  14. Tax relief
  15. Illicit or illegal substances (including Cannabis)
  16. Work from home
  17. Get rich quick scam
  18. UGGS and RayBan campaigns
  19. Phishing
  20. Fraud or scams
  21. Cannabis
  22. Deceptive marketing
  23. SHAFT: Sex, Hate, Alcohol, Firearms or Tobacco

Tips and Best Practices:

Please be aware that campaigns undergo manual review by the DCA (Direct Connection Aggregator). Due to the manual nature of the 10DLC vetting process, there is an increased timeframe for campaigns to be approved and made ready for 10DLC traffic. Therefore, it is advisable to plan ahead and register as early as possible. Please note that the initial review of a campaign may experience delays of several days, and in some cases, the review process may take even longer.