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To ensure your A2P 10DLC campaign is approved on the first attempt, follow the guidelines below. They cover the key requirements for data, consent, and message content that carriers and third-party vetting services review.

Campaign Submission Requirements

All new A2P 10DLC campaigns are subject to a manual vetting process. Provide complete and accurate information in every field of your campaign registration.

Important: Do not include any Personal Identifiable Information (PII) in the registration fields. You may use publicly available details like your brand name or business phone number.

User Consent (Call to Action)

You must document and prove how you collect consent from contacts to receive messages. The consent mechanism must be verifiable by a third-party reviewer.

Your consent flow must clearly describe the program or product.
It must list the phone number(s) messages will come from.
It must identify your organization.
It must use clear language about the opt-in process and any potential message or data fees.
It must link to a compliant privacy policy and terms & conditions, which should include opt-out instructions and customer care contact information.

If your consent method is not publicly accessible on a website (e.g., it's behind a login, on paper, or verbal), you must provide a screenshot hosted on a publicly accessible service (like Google Drive) and include the URL in the application field. If disclosures are provided in a language other than English, include a translated copy for verification.

Campaign Description

Provide a clear and comprehensive overview of your campaign's goals. Detail the types of interactions a contact will experience after opting in.

Terms and Conditions

Your Terms and Conditions page must be publicly accessible, typically on your website. It must meet minimum carrier requirements.

Opt-in Confirmation Message

You must provide the text of the immediate confirmation message sent after a contact opts in. This message must include:

The program or product description.
Customer care contact information.
Clear opt-out instructions.
A disclosure about the quantity or frequency of messages.
The "Message and data rates may apply" disclosure.

Sample Messages

You must provide real examples of the messages you plan to send. These samples must accurately reflect your campaign's use case.

Clearly identify the message sender (your brand).
Use brackets (e.g., [Code]) to indicate any templated or variable fields.
Include opt-out language (e.g., "Reply STOP to unsubscribe") in at least one sample message.

Important Note on Sample Messages: In the manual campaign registration flow, sample message fields are separated by content type. Use the first sample message field for Promotional or Marketing content. Use the second sample message field for Transactional or Informational content. If your campaign will send both types, include one sample of each.

Prohibited Content

Campaigns involving forbidden use cases—such as those related to cannabis, hate speech, or other prohibited categories—will be rejected. Ensure your use case complies with all applicable messaging policies.

Data Accuracy and Consistency Best Practices

Inconsistencies in your application are a common cause of rejection. Follow these guidelines to maintain consistency.

Brand, Website, and Message Consistency

Approved Example: Your brand name is "Acme," your website is www.acme.com, and a sample message reads, "Your Acme login code for www.acme.com is 123456."
Rejection Example: Your brand name is "ABC Marketing," your website is www.acme.com, but a sample message references logging into www.contoso.com.

Sample Messages Must Match Use Case

Your campaign will be rejected if there is a mismatch. For example, registering a marketing campaign but providing a sample message that is clearly a one-time passcode for login.

Email Domain and Company Name

For larger, well-known corporations, the email address used in the application should match your company's branded domain.

Rejection Example: Brand is "CRM Inc" but the application email is LeadConnectorInc@gmail.com.
Approved Example: Using an email like JohnF@LeadConnectorInc.com.

Provide a Working Website

If your opt-in process uses a website, the URL you provide in the application must be functional and accessible. Applications with broken links will be rejected.

Register the Correct Brand

You must register the brand that will actually appear as the sender of the messages. Do not register your agency or software company's information if the messages will be sent on behalf of your individual clients.

Rejection Example: A marketing agency registers its own company info, but the messages are sent from individual local dentist offices.

Avoid Excessive Brands and Campaigns

Do not create an excessive number of duplicate brands under the same Employer Identification Number (EIN) or an excessive number of similar campaigns. Streamline your registrations.

Obtaining clear, documented consent is critical for compliance and approval.

Opt-In Methods

Consent must be affirmative and cannot be pre-checked. Common methods include:

A checkbox on a web form.
A keyword texted to your number.
A paper form.
Verbal consent (which requires special documentation as noted above).

Recommendation: Use Double Opt-In

While not always mandatory, using a double opt-in process is a strong best practice. This involves sending an initial confirmation message that requires the contact to reply or click to confirm their subscription. This provides an extra layer of verification for consent.

Common Campaign Rejection Reasons

Campaigns are most often rejected for:

Incomplete or inconsistent information.
Unverifiable or missing proof of consent.
Sample messages that do not match the declared use case.
Use of a website URL that does not work.
Registration of a brand that does not match the message sender.
Involvement in a prohibited use case.

A2P 10DLC Campaign Approval Best Practices