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10DLC campaign vetting tips and tricks

All new 10DLC campaigns are now being vetted by our aggregator. Over the past few weeks, we’ve noticed some trends in the reasons campaigns are being rejected.

To provide more clarity around these rejections, and to help you successfully register your campaigns as smoothly as possible, we’ve added a step-by-step getting started guide on our portal to assist you with entering the correct information. 

 The most common rejection reasons are listed in the table below. You can also check out this FAQ on rejection reasons with error codes and the actions you can take to resolve them.  



Insufficient Call to Action (CTA) 


This section should contain a clear and concise description of how an end-user signs up to receive messages. Opt-in must be 1 to 1, can't be shared with third parties, and can't be implied. It must be clear, conspicuous, and can't be obscured within the terms & conditions and/or other agreement(s). 

Opt-in is required for all messaging, including internal employee communication. In this case, please provide some sort of consent that employees opt in to receiving the communication.

(More information relating to CTA is described below).        

Missing opt-out message 


Acceptable opt-out language must include at least one of the following words: end, stop, unsubscribe. 

Please ensure that at least one of your sample messages shows your opt-out message. 

The presence of SHAFT-C content 


The following types of content are prohibited on 10DLC: Sex, Hate, Alcohol, Firearms, and Tobacco (cannabis, CBD, etc.). This content is also not allowed to be on your website at all. 

The lack of a website 


Please make sure to include any website or online presence you have. This can include a social media page, as long as our aggregator can access it and verify the business is who they say they are. If there’s prohibited content on your website (see above), the campaign will be rejected. 

Non-compliant Know Your Customer (KYC) 


Make sure you’re following proper Know Your Customer (KYC) guidelines for the campaign. The brand needs to reflect who will be sending the message to the customer, not the software behind the delivery. 


Remember that the brand is the message sender. The Employer Identification Number (EIN) and company information should reflect the message sender, not you as the reseller. 


Incorrect content attributes 


Please make sure your content attributes are correct while setting up your campaign. 

Note: These fields can’t be changed, so you’ll have to submit a brand-new campaign if you’re rejected for any of these reasons. 


CTA Examples / Examples of how to get users to opt in:

  • Entering a phone number through a website.

    • Example: Customers opt-in by visiting and adding their phone number. They then check a box agreeing to receive text messages from the example brand. 

  • Clicking a button on a mobile webpage.

  • Sending a message from the consumer’s mobile device that contains an advertising keyword.

    • Example: Consumers opt-in by texting START to (111) 222-3333.  

    • Important: If consumers can opt in by texting a keyword, the response should include the brand name, confirmation of opt-in enrollment to a recurring message campaign, how to get help, and a clear description of how to opt out.

  • Initiating the text message exchange in which the message sender replies to the consumer only with responsive information.

  • Signing up at a point-of-sale (POS) or another message sender on-site location. 

  • Opting in over the phone using interactive voice response (IVR) technology.

    • Example: "CLICKATELL: You are now opted-in to our platform notifications. For help, reply HELP. To opt out, reply STOP" 

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