10DLC vetting aggregators vet all new 10DLC campaigns to ensure campaigns are compliant with the wireless carriers’ codes of conduct. In this article, we'll provide more clarity and insight into them so you can register your campaigns successfully and as smoothly as possible.
Refer to the following guidelines when completing the 10DLC registration form.
This guide is provided for informational purposes only and does not constitute legal advice or legal representation. It is intended to help streamline the 10DLC application process and reduce back-and-forth communication with carriers. However, following these guidelines does not guarantee approval, as carriers may still request additional information, clarifications, or modifications. We recommend consulting with legal counsel or compliance experts for any legal concerns related to your specific use case.
Business Website or Online Presence
Please make sure to include any website or online presence the customer has. Even if the customer avoids putting their website, our aggregator will still search to see if there's one associated with them. If there’s prohibited content on their website, the campaign will be rejected. If they do not have a website, we recommend providing any form of online presence in the Brand Details (social media page, Google search link, etc.). They can attach the Privacy Policy and Terms & Conditions in the registration if they are not found online.
Call to Action
We often see campaigns rejected for an insufficient Call to Action/Message Flow (CTA) section. There are two portions of the Call-to-Action review when it comes to vetting for 10DLC.
First, the vetting aggregator will review the Call to Action/Message Flow field in the campaign registration. This section should contain a clear and concise description of how an end user signs up to receive messages.
Opt-in must be 1 to 1, can't be shared with third parties, must be specific to text messaging, and can't be implied. It must be clear, conspicuous, and can't be obscured within the terms & conditions and/or other agreement(s).
Examples of How to Get Users to Opt In
- Entering a phone number through a website
- Example: Customers opt in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from the example brand.
- Note: If using a website to collect opt-in, please provide a direct link to the submission form in the CTA/Message Flow field. If this is missing, the campaign will be rejected.
- Clicking a button on a mobile webpage
- Note: Please provide a website link in the CTA/Message Flow field if this is where the opt-in is being collected.
- Sending a message from the consumer’s mobile device that contains an advertising keyword
- Example: Consumers opt in by texting START to (111) 222-3333.
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Important: You will need to explain how the consumer/recipient is informed to text the keyword/initiate the text messaging conversation. Acceptable explanations include:
- A link to a webpage where the keyword opt-in is advertised
- An attached screenshot of the keyword opt-in advertisement
- Signing up at a point of sale (POS) or another on-site location
- If the opt-in is collected verbally, you must provide a copy of the opt-in script read to the consumer. See Verbal Consent Requirements below.
- Opting in over the phone, either with a live representative or using interactive voice response (IVR) technology
- See Verbal Consent Requirements below.
- Signing up using a paper registration form
- Provide a copy of the paper registration form. Make sure it includes the messaging disclosure.
Call-to-Action Disclosure
This disclosure is the language shared with the consumer/recipient during opt-in collection, informing them that they are opting in. It must contain the following information:
- Brand name
- Types of messages being sent
- Message frequency disclosure (Msg frequency varies, 2 msgs per week, etc.)
- "Message and data rates may apply" disclosure
- HELP information (text HELP for help)
- STOP/opt-out information (text STOP to stop)
- Link to the Privacy Policy and Terms & Conditions
This information must be provided regardless of the opt-in collection method. Here are some examples of different types of opt-in:
Website/Online opt-in:
By submitting this form and signing up for texts, you consent to receive marketing text messages (e.g. promos, cart reminders) from [Brand Name] at the number provided, including messages sent by autodialer. Your phone number will not be shared with third parties for marketing or promotional purposes. Msg frequency varies. Reply HELP for help. Reply STOP to stop. Msg & data rates may apply. Privacy Policy [link] & Terms [link].
See sample Website/Online Opt-In CTA
Keyword opt-in:
By texting START to [phone number], you consent to receive marketing text messages from [Brand Name]. Your phone number will not be shared with third parties for marketing or promotional purposes. Msg frequency varies. Reply HELP for help. Reply STOP to stop. Msg & data rates may apply. Privacy Policy [link] & Terms [link].
Consumer-initiated messaging:
By starting a text conversation with [Brand Name] by texting [phone number], you are agreeing to receive conversational messages from [Brand Name]. Your phone number will not be shared with third parties for marketing or promotional purposes. Msg frequency varies. Reply HELP for help. Reply STOP to stop. Msg & data rates may apply. Privacy Policy [link] & Terms [link].
Paper form opt-in:
By completing this form and signing up for texts, you consent to receive marketing text messages (e.g. promos, cart reminders) from [Brand Name] at the number provided, including messages sent by autodialer. Your phone number will not be shared with third parties for marketing or promotional purposes. Msg frequency varies. Reply HELP for help. Reply STOP to stop. Msg & data rates may apply. Privacy Policy [link] & Terms [link].
See sample Paper Form Opt-In CTA
Verbal opt-in (phone or in-person): The representative reads a script containing the same disclosures, the customer verbally agrees, and a confirmation text is sent right away.
See Verbal Consent Requirements
Verbal Consent Requirements (Phone or In-Person)
Verbal opt-in is an accepted method, but there is no web form or screenshot for the vetting team to review. The Call to Action/Message Flow field therefore has to describe the entire process in writing. Campaigns using verbal opt-in are most often rejected because the script or the confirmation text is missing.
The Message Flow Field Must Include
- Where and how consent is collected: for example, the customer calls the office, a staff member calls the customer, or the customer is at the front desk, point of sale, or event check-in.
- Who collects it: for example, a customer service agent or front-desk staff member.
- The exact script the representative reads to the customer, word for word.
- An explicit "yes": the number is added only after the customer verbally agrees to receive texts. Giving a phone number for another purpose (booking, billing, account setup) does not count as consent.
- How consent is recorded: for example, the number is entered into the CRM with the date, time, and name of the representative who collected consent.
- The confirmation text sent to the customer immediately after opting in.
The Verbal Script Must Include
- Brand name
- Types of messages the customer will receive (and "marketing" or "promotional," if applicable)
- Message frequency disclosure
- "Message and data rates may apply" disclosure
- HELP information (reply HELP for help)
- STOP/opt-out information (reply STOP to opt out)
- A statement that mobile information will not be shared with third parties for marketing or promotional purposes
Privacy Policy and Terms & Conditions links can't be read aloud, so include them in the confirmation text and make sure they are published on your website.
Additional Requirements
- Confirmation text: A confirmation SMS must be sent as soon as the customer agrees. It should repeat the brand name, message frequency, message and data rates, and HELP and STOP information.
- Double opt-in for Marketing, Charity, and Political use cases: Verbal agreement alone is not enough for these messages. The confirmation text must ask the customer to reply YES to confirm. Until the customer replies YES, they may receive informational messages only. For Charity and Political campaigns, both the script and the confirmation text must state whether donations will or will not be solicited.
- Not allowed: Campaigns involving any type of lending cannot use verbal opt-in. Use a website or paper form opt-in instead.
- Recordkeeping: Keep a record of every verbal opt-in (phone number, date and time, representative, and script version used). If consent was collected on a recorded call, keep the recording. Carriers can request proof of consent at any time.
Sample Message Flow: Verbal Opt-In (Informational)
When a customer calls [Brand Name] or visits our office, the representative asks if they would like to receive text messages and reads the following script: "Would you like to receive text messages from [Brand Name] about [appointment reminders / account updates / etc.]? By giving us your mobile number and agreeing, you consent to receive these texts from [Brand Name]. Message frequency varies. Message and data rates may apply. You can reply HELP for help or STOP to opt out at any time. We will not share your mobile information with third parties for marketing or promotional purposes." If the customer says yes, the representative enters the number in our system along with the date, time, and representative's name, and the customer immediately receives the confirmation text below.
Confirmation text:
[Brand Name]: You're signed up for [message types]. Msg freq varies. Msg&data rates may apply. Reply HELP for help, STOP to opt out. Privacy Policy [link] & Terms [link]
Sample Message Flow: Verbal Opt-In with Marketing (Double Opt-In)
When a customer calls [Brand Name] or visits our office, the representative reads: "Would you like to receive text messages from [Brand Name], including [message types] and marketing messages such as promotions and offers? By giving us your mobile number and agreeing, you consent to receive these texts from [Brand Name]. Message frequency varies. Message and data rates may apply. You can reply HELP for help or STOP to opt out at any time. We will not share your mobile information with third parties for marketing or promotional purposes." If the customer says yes, the number is recorded with the date, time, and representative's name, and the customer receives the confirmation text below.
Confirmation text:
[Brand Name]: You're signed up for [message types]. Msg freq varies. Msg&data rates may apply. Reply HELP for help, STOP to opt out. To also receive promotional messages, reply YES. Privacy Policy [link] & Terms [link]
If the customer replies YES:
[Brand Name]: Thanks! You're now subscribed to texts, including promotions. Msg freq varies. Msg&data rates may apply. Reply HELP for help, STOP to opt out.
If the customer does not reply YES, they receive informational messages only and no marketing messages.
Charity/Political: Follow the same double opt-in flow. Replace "promotional messages" with the charity or political message type, and add "Donations will be solicited" or "Donations will not be solicited" to the script, the confirmation text, and the YES reply.
Subscriber Opt-In, Opt-Out, and Help Confirmation Messages
Each campaign must include keywords and sample messages for subscriber opt-in, opt-out, and help requests. There is a specific template that should be followed for these messages.
Opt-In Message
If users will be using the keyword opt-in method, the following is an example of the confirmation message:
[Brand Name]: Thanks for joining our text alerts! Msg freq varies. Your phone number will not be shared with third parties for marketing or promotional purposes. Reply STOP to cancel, HELP for help. Msg&data rates may apply. Privacy Policy [link] & Terms [link]
Opt-Out Message
Acceptable opt-out language must include at least one of the following words: END, STOP, UNSUBSCRIBE, CANCEL. If you’re using an opt-out phrase, it must be separated by spaces (i.e., STOP2END is not acceptable; it should be STOP 2 END). Please make sure that at least one of your sample messages shows your opt-out.
Example:
[Brand Name]: You have an appointment for Tuesday at 3:00 PM. Reply YES to confirm, NO to reschedule. Reply STOP to unsubscribe.
Help Message
The help message should include the program name or product description and customer care contact information.
Example:
[Brand Name]: This is [Brand Name] support. For assistance, email SUPPORT@example.com or call 1-800-100-1000. Reply STOP to cancel. Msg&data rates may apply.
Privacy Policy
All message senders must have an acceptable Privacy Policy when registering 10DLC campaigns. A compliant Privacy Policy for 10DLC messaging should include the language below to help ensure that campaign registration and vetting are successful.
If you already have a data sharing clause in your existing Privacy Policy, add:
All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties. We will not share your opt-in to an SMS campaign with any third party for purposes unrelated to providing you with the services of that campaign. We may share your Personal Data, including your SMS opt-in or consent status, with third parties that help us provide our messaging services, including but not limited to platform providers, phone companies, and any other vendors who assist us in the delivery of text messages.
If you don't have a data sharing clause in your existing Privacy Policy, add:
We will not share your opt-in to an SMS campaign with any third party for purposes unrelated to providing you with the services of that campaign. We may share your Personal Data, including your SMS opt-in or consent status, with third parties that help us provide our messaging services, including but not limited to platform providers, phone companies, and any other vendors who assist us in the delivery of text messages.
Terms & Conditions
All message senders must have compliant Terms & Conditions made available to their consumers/recipients. The Terms & Conditions page must contain the following details:
- Brand name
- Types of messages the consumer can expect to receive
- Message frequency disclosure
- "Message and data rates may apply" disclosure
- Customer care contact information (Text HELP for help, contact [email address] for support, etc.)
- Opt-out information (Text STOP to cancel)
An example might look like this:
Messaging Terms & Conditions
By subscribing to our text messaging service, you agree to receive recurring automated messages from [Brand Name]. Message frequency may vary. Your phone number will not be shared with third parties for marketing or promotional purposes. Reply HELP for help. Reply STOP to stop. Message and data rates may apply. Privacy Policy [link] & Terms [link].
Please also make sure to provide links to your Privacy Policy and Terms & Conditions in the Campaign Details section when filling out the 10DLC form.
Opt-In Sample CTAs
Web Opt-In CTA Form
Keyword Opt-In CTA
Written/Paper Registration Form
Important!
- Popups are not a method for displaying terms and conditions.
- The phone number field in the website form should be optional, not mandatory, for opt-ins. It shouldn't be a required field.
- Include Privacy Policy and T&C links in the registration form.
- If opt-in is via a pop-up form, it needs to be noted in the CTA field of the registration.
- When opt-in is verbal or over email/written, provide the script or a sample of how the CTA is presented to subscribers so vetting can verify all aspects of the CTA are fulfilled. For verbal opt-in, also include the confirmation text and follow the Verbal Consent Requirements.
- Lending campaigns cannot use verbal opt-in.
- Keywords and their respective responses could be cause for declines.
- New Terms & Conditions requirements (see Terms & Conditions).
- New Privacy Policy language (see Privacy Policy).
- Political: "Donations will be secured through ____ and Accreditation listing is _____." should be present in the program summary. A valid call-to-action and a clear product description within the SMS terms of service, clearly disclosing that donations will be solicited, should be included.