10DLC vetting aggregators vets 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 following guidelines when completing 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, specific for 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 of how the consumer is informed 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 message sender on-site location
- If the opt-in is collected verbally, you must provide a copy of the opt-in script read to the consumer
- Opting in over the phone using interactive voice response (IVR) technology
- Sign-up using paper registration form
Provide copy of the paper registration form, make sure to include messaging disclosure
Call-to-Action disclosure shared with the consumer/recipient during the opt-in collection. This disclosure is the language provided to the consumer/recipient informing them that they are opting in. This disclosure 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 [Company 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]."
See sample Keyword Opt-In CTA
Consumer-Initiated Messaging: "By starting a text conversation with [Company Name] by texting [phone number] you are agreeing to receive conversational messages from [Company 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 [Company 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 Keyword Opt-In CTA
Subscriber Opt-in, Opt-Out, 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.
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Opt-in Message
Should users will be using keyword opt-in method, the following the example of 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]."
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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."
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Help message: it should include program name or product description and customer care contact information.
Example: {BRAND NAME}: This is BRAND NAME support. Reply STOP to cancel. 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 points below to help ensure that campaign registration and vetting are successful.
*If you already have Data sharing clause in your existing Privacy Policies
All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties. and 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 Data sharing clause in your existing Privacy Policies
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. Msg frequency varies. Reply HELP for help. Reply STOP to stop. Message and Data rates may apply. Privacy Policy [link] & Terms [link]."
Please also ensure to provide links to your privacy policy and terms and conditions in the Campaign Details section when filling out 10DLC form.
Opt-Ins Sample CTA
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Web Opt-In CTA form
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Keyword Opt-In CTA
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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 pop up form, it needs to be noted in the CTA field of the registration.
- When a use case is verbal or over email/written, is to provide the script or sample of CTA how it is presented to subscribers to verify all aspect of CTA are fulfilled.
- Keywords and respective responses could be cause for declines.
- New Terms and Conditions requirements. (more below)
- New Privacy Policy Language:
- All the above categories exclude text messaging originator optin 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
- Political:
- Donations will be secured through ____ and Accreditation listing is _____.” should be present in program summary. A valid call-to-action and clear product description within the SMS terms of service which clearly discloses that donations will be solicited should be included.