• 10DLC Pre-registration Checklist

  • Message content

  • Unfortunately, we are unable to proceed with your registration.

    Prohibited Content includes but not limited to unlawful, harmful, malicious or deceptive content are NOT allowed in 10DLC.

  • Message senders should take pre-emptive measures to prevent unwanted message content, including content that: 

    • Is unlawful, harmful, abusive, malicious, misleading, harassing, violent, obscene/illicit, or defamatory 
    • Is deceptive (e.g., phishing messages intended to access private or confidential information), including deceptive links 
    • Invades privacy 
    • Causes safety concerns 
    • Includes malware 

  • Message content

  • Unfortunately, we are unable to proceed with your registration.

    Ineligible Use Cases: Due to high volumes of consumer complaints, messages containing any prohibited content that are not appropriate may be blocked by carriers if sent over A2P (toll-free/10DLC) messaging, regardless of opt-in status.

  • Inappropriate Use Cases

    • Social marketing 
    • Collections 
      • Third party debt collection
      • Debt consolidation / reduction / forgiveness
      • Credit repair
    • High-risk financial services such as the following: 
      • Third party auto loans
      • High-risk/subprime lending/credit card companies
      • Mortgages 
      • Payday loans 
      • Short-term loans 
      • Student loans 
    • Gambling, Casino, and Bingo 
    • Gift cards, Free prizes
    • Sweepstakes 
    • Investment opportunities 
    • Lead generation 
    • Commission programs 
    • Tax relief 
    • Work from home 
    • Get rich quick 
    • Phishing, Fraud or scams 
    • Deceptive marketing
    • Illicit or illegal substances such as:
      • Marijuana/Cannabis
      • CBD/THC
      • Prescription drugs
      • Vaping 

  • Message content

  • Unfortunately, we are unable to proceed with your registration.

    Lead generation and affiliate marketing are NOT allowed over 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.

  • Message content

  • SHAFT - C refers to the messaging of Sex, Hate, Alcohol, Firearms, Tobacco and Cannabis over 10DLC.

  • Messaging about Sex Hate & Cannabis is NOT allowed.

    It’s considered a Sev-0 violation and can incur a hefty fee. If traffic continues to receive Sev-0 violations, carriers maintain the right to suspend a brand, remove access to their platforms, and may also block all messaging traffic. 

  • Unfortunately, we are unable to proceed with your registration.

    SHAFT-C (Sex, Hate, Alcohol, Firearms, Tobacco and Cannabis) content are NOT allowed over 10DLC. SHAFT-C is considered as a Severity-0 violation and can incur a hefty fee. If traffic continues to receive Sev-0 violations, carriers maintain the right to suspend a brand, remove access to their platforms, and may also block all messaging traffic. Therefore, you must ensure that all traffic leaving your network is wanted and compliant.

  •  Messaging about Alcohol, Firearms or Tobacco is allowed but ONLY with a proper age-gating mechanism.

  • You may proceed with the registration provided you have a functioning age-gate mechanism on the website.

    Government–approved texts that can only be sent to consumers over 21. This means that the business must check the consumer’s age before giving them the option to opt-in to receive text messages. Verification of age can be done by getting the date of birth information upon entering the website.

    Please note: Non-acceptable age gating function includes but is not limited to Yes or No responses.

  • Opt-in Process

    These are the different methods on how a consumer opts-in or how the brand acquires consent from the consumers.

  • Verbal Consent

    (End user gives verbal consent to receive messages from the brand.)

    Requirements:

    a. Provide the scenario in which the verbal exchange took place: For example, a phone call or face-to-face conversation.

    b. Provide the script used when obtaining verbal consent. Script must include the following SMS disclaimers:

    • Brand Name
    • Program Description (messages they intend to send to the consumers)
    • “Message & data rates may apply.”
    • “Message frequency may vary.”
    • “You can text HELP for support or STOP at any time to unsubscribe.”
    • “Your phone number will not be shared with third parties for marketing or promotional purposes.” 

     

    Example:

    “During the call, the agent will obtain verbal consent from the customer to receive SMS notifications. They will request the customer's phone number and ask if they would like to receive product updates via text. The following script is used to obtain consent: Do we have your permission to send product updates via text from ACME Corp to the number provided? Message and data rates may apply. Message frequency may vary. You can reply HELP for support or STOP to opt out of future messages. For more details, please visit our privacy policy on our website.”

  • Form

    (The customer provides consent by filling out a form, providing written consent to receive messages from the brand.)

     

    Requirements:

    a. Attach copy of the physical form to be uploaded in the multimedia section of the campaign

    b. Form must contain the following SMS disclosures:

    • Brand Name
    • Program Description (messages they intend to send to the consumers)
    • “Message & data rates may apply.”
    • “Message frequency may vary.”
    • “You can text HELP for support or STOP at any time to unsubscribe.”
    • “Your phone number will not be shared with third parties for marketing or promotional purposes.”

    c. What is the customer signing up for (terms of service, purpose of consent, how their info will be used, etc.)

    d. CTA must mimic the form information

     

    Example:

  • Image field 124

  • Webform

    (Customers gives consent to receive messages by filling out the webform on the website, providing their consent for communications. )

     

    Requirements:

    a. The exact URL(s) where the webform is located.

    b. The form must contain an SMS disclaimer:

    • Brand Name
    • Program Description (messages they intend to send to the consumers)
    • “Message & data rates may apply.”
    • “Message frequency may vary.”
    • “You can text HELP for support or STOP at any time to unsubscribe.”
    • Link to Privacy Policy and Terms - must direct to the brand's own pages, not to a third-party

    c. SMS Disclaimer must contain a checkbox:

    • Ensure the checkbox is not pre-checked
    • Checking the box is optional (not mandatory) for users to submit the form.

    d. For brands that send marketing messages, TN field must be STRICTLY OPTIONAL.

     

    Example:

     

  • Image field 126

  • Texting a Keyword

    (Customers opt in by texting a keyword to a phone number associated with the brand.)

     

    Requirements:

    a. Keyword used to opt in: e.g., START, SUBSCRIBE, OPT IN, etc. 
    b. Phone Number to text 
    c. Provide screenshot to the instruction or advertisement, or link to them. Instruction or advertisement must contain SMS Disclosure: 

    • Brand Name 
    • Program Description (messages they intend to send to the consumers) 
    • “Message & data rates may apply.”
    • “Message frequency may vary.”
    • “You can text HELP for support or STOP at any time to unsubscribe.” 
    • Link to Privacy Policy and Terms 

     

    Example:

  • Image field 127

  • Implied

    (Consumers opt in by initiating a text message to the brand giving implied consent.)

     

    Requirements:

    a. State where and how the brand’s phone number was listed or advertised to prompt the consumer to contact them

    b. The first message must come from the consumer and is only valid for one-time communication. Explicit consent is required for ongoing or recurring messages.

    c. The consent prompt for this consent method is strictly required to be turned on. Implied consent alone is insufficient due to potential abuse and its vulnerability to unsolicited messages.

     

    Example:

    "Consumers initiate contact with the brand, and we respond solely with the information they need. They can find the number to text on our website. A consent prompt is sent to the consumer, asking if they wish to receive SMS messages from our brand. The consent prompt is sent via SMS: [Brand] would like to confirm your consent to receive messages sent to your phone number. Reply 'START' for Consent or reply 'STOP' to Decline. For more information, reply 'HELP'. You will only receive this message one more time within 24 hours if you do not respond. Message & data rates may apply. Message frequency varies. Visit our website for the Privacy policy at [Link]"

  • Terms & Conditions

    The business practices and legal requirements used by a business to run their messaging campaign.

  • Terms of Service/Terms and Conditions page typically outlines general business practices. What we’re looking for are the terms related to messaging.

     

    Requirements:

    The Terms of Service can be outlined in the call to action if they don't have a dedicated web page on their site. However, if a dedicated Terms page exists, the following requirements should be met, though this is optional:

         Terms and Conditions/Terms of Service should contain the following:

          1. Program (brand) name

          2. Product description (messages they intend to send to the consumers)

          3. “Message and data rates may apply” disclosure

          4. Message frequency disclosure

               a. Message frequency may vary.

               b. You may receive [X] SMS messages per [week/month].

          5. How to get HELP and Opt out of SMS communications

          6. Customer care contact information

          7. Privacy policy

  • If the brand does not have a website, the Terms of Service or Terms & Conditions must still be practiced and indicated in the Call-to-Action / Message Flow field.

  • Privacy Policy

    Every brand must publish their Privacy Policy on their website or social media platform if they want to message via 10DLC.

  • Requirements:

    1. Include a link to the Privacy Policy located on the brand’s website

    2. Privacy Policy must be easily accessible from the website

    3. Clear Description of Data Use:

        a. Confirm that the Privacy Policy clearly describes how consumer data will be used.

        b. Ensure that the policy clearly states that consumer PII will not be sold, rented, or shared with third parties for marketing purposes.

    4. Ensure this language is included:

    No phone/mobile number information will be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.

  • Privacy Policy

    A Privacy policy is required for all 10DLC messaging campaigns. Otherwise, your campaign will be rejected. 

  • What to do if a brand does not have a Privacy Policy?

    1. Create a Privacy Policy: Draft a privacy policy by outlining how the brand collects, use, store, and protect user data. Be sure to include information like:

        a. The types of data collected (e.g., phone numbers, names, etc.)

        b. How data is used (e.g., for sending messages)

        c. Whether they share data with third parties

        d. How users can opt-out or request their data be deleted

    2. Use a Privacy Policy Generator: If the brand doesn’t have the resources to write a policy from scratch, they can explore online tools that can help generate a privacy policy tailored to their needs. These tools can give them a basic template to work with.

    3. Consult with a Legal Professional: Have a lawyer review their privacy policy, especially if the brand operates in a regulated industry or if unsure about specific legal requirements.

  • Privacy Policy

    The policy must make it clear that a consumer’s Personally Identifiable Information (or PII) will not be shared, sold or rented to third parties for the purpose of marketing.

  • Congratulations!

    You have completed the 10DLC pre-registration checklist. Make sure to take note of the missing information before you proceed with your brand and campaign registration.

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