10DLC campaigns must meet The Campaign Registry requirements for consent, disclosures, and sample messages. 

Write Your Campaign Description

Your campaign description must clearly explain what messages you will send, who will receive them, and why they are receiving them. Your description should match the sample messages you provide in the registration form.

Use the examples below as a guide when writing your campaign description:

• This campaign will be used to request feedback via SMS about the delivery process.
• We will use SMS for customer support and responding to customer questions about our products and services.
• We will send ordering, shipping, and delivery updates by SMS.
• We will send appointment reminders and schedule updates.
• We will send 2FA codes for login and password reset.

Once your description is complete, you must explain how recipients opt in to receive messages.

Call-to-Action & Opt-In (Consent Requirements)

You must describe how recipients consent to receive text messages through this campaign; this field must be detailed, because consent must be clear, traceable, and compliant.

Opt-in consent is commonly collected using one of the methods below:

• Website form submission
• User-initiated text message to the brand
• Verbal consent (including voice calls)
• Email opt-in
• In-person agreement (paper or digital form)

After obtaining consent, you must send an opt-in confirmation message that includes the required disclosures.

Opt-In via Website

If users enter their phone number on a web form, the page must display SMS disclosure language and provide a link to your Privacy Policy. Your Privacy Policy should state that customer information will not be sold or shared with third parties.

The examples below describe compliant website opt-in flows:

• When the user signs up for an account, they enter their phone number and receive a 2FA message to validate the number. They are then asked if they want to receive account notifications by SMS.
• The user fills out a website form to receive appointment reminders. The opt-in checkbox and SMS disclosure appear on the form.
• Under a “Contact Us” form, the user checks a box to consent to receive information by SMS, and the disclosure appears next to the checkbox.

Opt-In via Email

If recipients opt in through email, the opt-in method must include clear disclosure language and confirm what messages will be sent.

The examples below describe compliant email opt-in flows:

• A marketing email includes a button to opt in for SMS updates. The disclosure appears next to the button and notes message frequency and STOP/HELP keywords.
• An account validation email includes an option to opt in for SMS delivery updates, with a disclosure beside the opt-in option.

Opt-In via Verbal Consent (Including Voice Calls)

If consent is collected verbally, you must describe the script or wording your team uses. The verbal disclosure must include message frequency, message/data rate disclosure, and STOP/HELP instructions.

The examples below describe compliant verbal opt-in flows:

• While on the phone, an agent asks whether the caller wants follow-up information via SMS and confirms that message and data rates may apply and STOP will opt out.
• During appointment booking, the agent asks whether the customer wants SMS reminders and confirms opt-out instructions and message frequency.
• At checkout, staff ask if the customer wants appointment reminders via SMS and confirm STOP/HELP instructions and that message frequency may vary.

Opt-In via Consumer-Initiated SMS

If recipients opt in by texting your number first, you must respond with a compliant welcome message that includes disclosures and STOP/HELP instructions.

The examples below describe compliant consumer-initiated opt-in flows:

• The customer texts the business number listed on the website, and the business responds with a welcome message containing required disclosures.
• Employees text a keyword, such as START, to join an internal notification program, and the welcome message includes STOP/HELP instructions and disclosures.

Mandatory Message Components

All campaigns must support the required opt-out, support keywords, and include disclosure language in opt-in confirmations.

Your opt-in confirmation messages must include the following components:

• Brand (program) name
• Message frequency (for example: “up to 6 msgs/month” or “message frequency varies”)
• Link to Terms & Conditions
• Link to Privacy Policy
• “Message and data rates may apply” disclosure
• Opt-out instructions (Reply STOP to opt out)
• Customer care instructions (Reply HELP for help)

Message Examples

After confirming the required components, use the examples below to format your messages.

Opt-In Message Examples

The following examples show compliant opt-in confirmation messages:

• [Brand Name]: Thank you for opting in for text notifications. Message frequency may vary. Msg & data rates may apply. Reply STOP to opt out or HELP for assistance.
• [Brand Name]: Thank you for subscribing to weekly updates (1 msg/week). Msg & data rates may apply. Reply STOP to opt out or HELP for help.
• [Brand Name]: You are subscribed. Up to 6 msgs/month. Msg & data rates may apply. Reply STOP to opt out or HELP for help.

Opt-Out Message Examples

The following examples show compliant opt-out confirmation messages:

• Thank you! [Brand Name] will no longer send you notifications.
• You are unsubscribed from [Brand Name]. No more messages will be sent.
• [Brand Name]: You have successfully unsubscribed. Reply START to re-subscribe.

HELP Message Examples

The following examples show compliant HELP responses:

• [Brand Name]: For help, contact us at XXX-XXX-XXXX. Reply STOP to unsubscribe.
• [Brand Name]: For help visit https://brandname.com. Reply STOP to unsubscribe.

Not Allowed: Harmful and/or Deceitful Messages

The categories below are recognized as harmful and/or deceitful and cannot be run on U.S. messaging channels (10DLC, Toll-Free, Long Codes, or Short Codes).

High-Risk Financial Services

The following high-risk financial services are not permitted:

• Payday loans
• Short-term high-interest loans
• Auto loans
• Mortgage loans
• Student loans
• Debt collection
• Gambling/sweepstakes
• Stock alerts
• Cryptocurrency

Get-Rich-Quick Schemes

The following get-rich-quick schemes are not allowed:

• Deceptive work-from-home programs
• Risk investment opportunities
• Multi-level marketing

Debt Forgiveness and Credit Repair

The following debt-related programs are prohibited:

• Debt consolidation
• Debt reduction
• Credit repair programs

Controlled Substances

The following controlled substances are prohibited:

• Cannabis and CBD
• All Schedule I and II drugs
• Tobacco and e-vape (allowed only with age-gate verification)

Other Prohibited Content

The following categories are prohibited due to risk of harm or deception:

• Phishing
• Pornography
• Profanity or hate speech
• Fraud and scam
• Deceptive marketing
• Lead generation (affiliate marketing may require carrier approval)