Campaign best practices for A2P 10DLC

To help ensure that your 10DLC Campaigns are approved during the manual vetting process conducted by our upstream Connectivity Partner, 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

Brand best practices

• Don't know your business type?
  • Sole Proprietorship - Owned and operated by a single person
  • Corporation - A type of fully-independent business with shareholders
  • LLC -A mixture of a partnership and a corporation
  • Partnership - A business owned by two or more people who share responsibilities and profits
  • Co-operative - A business owned and operated for the benefit of the members of the organization that use its services
  • Non-profit - A type of business that uses its profits for charitable purposes. Tax-exempt, but must follow specific rules

Best practices

• Be precise with your Business Name or Legal Company Name
  • Don’t forget to include the LLC or Inc. if applicable
  • Example: Company Inc. vs. Company Holdings Inc. vs Company Holdings are all different
• An Employer Identification Number (EIN) or Tax ID is required for registration.
• The following are not accepted by The Campaign Registry
  • Social Security Number (SSN)
  • ‘Doing Business As’ (DBA) ID

Example 1:

If your entity name looks like this on your SS-4 confirmation letter:

Business Name: ACME INC

EIN: 123456789

Example 2:

*The IRS may display a business name, and/or owner name, and/or organization name, or other unexpected combinations of information in their records. It is a standard naming convention for LLCs to include both the owner's and business names.

Business Name: ACME LLC THERESA LOPEZ-FITZGERALD SOLE MBR

EIN: 123456789

• The way you format your phone number is essential for approval
  • Be sure to include the appropriate country code
    • For the U.S., that is ‘1’
    • For others, or if unknown, check here

Campaign best practices

Providing your opt-in method details

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

Providing as detailed information as possible is essential to obtaining a successful registration.

You will be asked to provide links to your SMS privacy policy and terms of service. Your Privacy Policy needs to include a statement of non-sharing for mobile numbers, message frequency, and a “message and data rates may apply” disclosure.

In addition, we’ll ask you how you collect opt-ins from your contacts and to provide more information depending on your selected option.

In general, your opt-in language should be explicitly clear and inform recipients of the campaigns they can expect to receive. For example, your opt-in language could say, "By providing your phone number, you agree to receive text messages from ACME. Message and data rates may apply. Message frequency varies.”

Campaign use-case description

Describe how you will use SMS. The description should be thorough and explain the campaign’s objective or purpose.

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 in at least one sample message
• Ensure consistency with the use case and campaign description