As 10DLC continues to evolve, the MNOs (Mobile Network Operators) have begun to flag campaigns that are not registered appropriately and do not adhere to the carriers’ codes of conduct.  As a result, all new campaigns must be approved through an external, manual “vetting” process ($15/per campaign, per vetting event).

The information below will provide you with examples of the information required to avoid rejections and to cut down on the time it takes for your 10DLC campaigns to be approved.

The company contact on the 10DLC registration form should be a representative of your company, not a third-party representative.

The registrants’ phone number should be a number associated with your business, as well as present on your website or social media sites.  This should not be a personal number.

The registrants’ email address should match the company name/domain.  For example, using gmail.com, yahoo.com, msn.com, etc. as your business email address may cause your registration to fail.  There are certain exceptions for very small businesses; please contact your ACC Telecom 10DLC representative for more information.

A business website URL must be included on the registration form.  Social media URLs are acceptable as long as the aggregator can access the site and verify the business is legitimate.

• Website in not secure (i.e.- http://).
• Website is not active or states “coming soon.”
• Prohibited content is found on the website.
• Using URL shorteners (i.e.- xyzcompany.com instead of https://www.xyzcompany.com), or (ex- bit.ly, tiny.url).
• Social media page is listed as private.
• Website that does not have a Privacy Policy (the site must also have opt-in language if collecting phone numbers).
  • Privacy Policy does not explicitly state that Personally Identifiable Information (PII) will not be shared with third parties, or references sharing information with third parties.
  • SMS Terms of Service is not found if collecting phone numbers for marketing purposes.

Regardless of the intended purpose, if you are requesting phone numbers on your website, the following conditions must be satisfied for campaign approval.

Webforms should include opt-in language to obtain consumer’s permission to receive messages.  The SMS disclosure should include the following elements:

1. Message and data rates may apply.
2. Reply STOP (can also include UNSUBSCRIBE, QUIT, END, etc.) to opt-out of future messaging.
3. Reply HELP for more information.
4. Message frequency (include how often you will send messages- daily, weekly, monthly, or state “frequency varies”).
5. A link to the Privacy Policy and SMS Terms of Service.

“By submitting this form [or checking this box], I agree to receive text messages about [insert specific examples, ex- events, promotions, scheduling, etc.].  Consent is not a condition of purchase.  Message frequency varies. Msg & data rates may apply.  Unsubscribe at any time by replying STOP.  Text HELP for more information. Privacy Policy and Terms [add hyperlinks].”

Privacy Policy is now required for all 10DLC campaigns.  Privacy Policies should be specific to each company and how the company obtains and uses consumer’s personal information. To remain compliant, the Privacy Policy must state clearly that the end user’s Personally Identifiable Information (or PII) will not be shared or sold to third parties for the purpose of marketing.

• ALL BUSINESSES MUST NOW HAVE A PRIVACY POLICY ON WEBSITE REGARDLESS OF HOW YOU INTEND TO USE SMS MESSAING SERVICES.- updated 4/12/2024

Industries & Use Cases that are especially sensitive to receiving rejections:

• All Political Campaigns.
• All Marketing Campaigns.
• Mortgages & Loans.
• Financing of any kind.
• Medium-to-large businesses with text messaging enabled for more than 50 phone numbers.
• Age-gated campaigns of any kind.
• Any business collecting phone numbers for SMS marketing purposes on their website.
• Real Estate & Investment Firms-
  • High SPAM warnings triggered for messages offering to “buy houses.”
  • Must have a ‘double opt-in’ process to be considered for approval.

The campaign’s description should clearly explain your purpose for sending text messages to consumers.  Your campaign description should include the following:

• Business name.
• Who you are messaging (ex- customers, web visitors, staff, etc.).
• Why you are sending messages to these people.

“Joe’s Auto Service & Repair will send messages to current clients regarding appointment reminders, repair updates, satisfaction follow-up, online bill payment, and 2-way conversations.” 

You must include at least two sample messages with your campaign.  Sample messages should correlate to the messages that you will actually send to consumers and should be specific to your campaign’s description.

“This is a reminder that you have an upcoming appointment with Joe’s Auto Service & Repair on Monday, June 12, 2024 at 10:00 a.m.  Please reply YES to confirm your appointment or NO to reschedule.  Thank you!”

“Hello Ms. Wiser, your vehicle is now ready for pickup.  Please visit the front office for service details and check-out.  Thank you for trusting Joe’s Auto Service & Repair to service your vehicle. If you have any questions or concerns, please reply HELP and a member of our team will contact you shortly.”

A “Call-to-Action” is the process of how consumers will opt-in to receive messages.  There are various ways consumers can opt-in to your messaging service, but each option must be very detailed in explanation.

• Website
  • Must have an opt-in checkbox & language.
  • Must have a Privacy Policy & Terms.
• Email
  • Must have an opt-in checkbox & language.
  • Must have a Privacy Policy & Terms.
• Verbal Opt-in
  • Must explain opt-out & help process.
  • Must send a follow-up message with SMS disclosures, opt-out & help information.
• Consumer-initiated Opt-in
  • Ex- Text “START” to business number.
  • Must reply with SMS disclosures, opt-out & help information.

The following types of content are prohibited on 10DLC and on the business’ website (including social media pages).  SHAFT-C content will result in automatic campaign rejections.

S= Sex
H= Hate
A= Alcohol
F= Firearms
T= Tobacco
C= Cannabis (including CBD products)

Lead generation and affiliate marketing are prohibited on 10DLC.

Lead Gen / Affiliate Marketing occurs when the party collecting opt-in is doing so for the purpose of collecting, aggregating, converting, or selling consumer information (leads) to third parties for a fee.  Due to complaints surrounding spam messaging, misleading marketing campaigns, and aggressive tactics, lead generation campaigns will automatically be denied.

For more information surrounding 10DLC registration, please contact ACC Telecom.