Campaign best practices for A2P 10DLC

To help ensure that your 10DLC Campaigns are approved during the manual vetting process conducted by The Campaign Registry, please follow these best practices when submitting new Campaigns.

Take note

This article refers to SMS messaging.

Please do not consider the recommendations and best practices listed below as a “catch-all” and guarantee of approval as long as you follow them all. Instead, please consider them as a baseline that illustrates the general direction of compliant, high-quality messaging the ecosystem is moving towards.

Learn more about A2P 10DLC registration.

Providing your opt-in method details

It is critical that you make sure you collect consent appropriately. Please refer to the CTIA guidelines for detailed instructions and best practices on handling consumer consent.

During your campaign use-case submission, providing as detailed information as possible is important to obtain a successful registration.

Best Practices:

• Make sure opt-in is collected appropriately
• Make sure opt-in language is available on your website if you indicated in the “message flow” field that a consumer opts into your
  campaign on your company website
• It is recommended to include opt-out language in at least one of your sample messages
• If your opt-in form isn't publicly accessible (like behind a login wall), make sure to include a screenshot URL of your form that includes SMS opt-in language

Campaign registration recommendations

Campaign registrations should meet each of the following descriptions for each field:

Campaign Description

The description should be thorough and explain the campaign’s objective or purpose.

Message Flow and Opt-In Details

General Guidance

• This field should describe how and when a consumer opt-in to the campaign, therefore giving consent to the sender to receive their messages
• The call-to-action must be explicitly clear and inform end users of the campaign. If multiple opt-in methods exist, please list them all

Consent from your website

• If the opt-in website form is accessible, please provide the direct URL in the message flow section
  • Privacy Policy and Terms of Service need to be available on the website
  • Privacy Policy needs to include a statement of non-sharing for mobile numbers, message frequency, and “message and data rates may apply” disclosure
• If multiple steps are required to navigate to the opt-in form, please provide all the steps required
• Make sure opt-in language is available on your website form if you indicated in the “message flow” field that a consumer opts into your campaign on your company website
  • Opt-in language such as “By providing your phone number, you agree to receive text messages from ACME. Message and data rates may apply. Message frequency varies.
  • It is recommended that users need to select a checkbox confirming they would like to receive SMS

Consent from a paper form or on a private site that requires a login

• If you indicate that opt-in is collected through a paper form or behind a login, please include all the opt-in details along with screenshot(s) in the message flow section
• In general, we suggest sharing a screenshot showing the opt-in form with the opt-in language. If providing a screenshot, please upload it via a screen-sharing app like Zight and add the URL for the screenshot in the message flow section.
• Your Privacy Policy needs to include a statement of non-sharing for mobile numbers, message frequency, and “message and data rates may apply” disclosure.

Sample Messages

• Sample messages should reflect actual messages to be sent under the campaign and indicate templated fields with brackets
• Ensure that at least one sample message includes your business name
• Include opt-out language to at least 1 sample message
• Ensure consistency with the use case and campaign description