Effective January 26, 2023, newly registered A2P Campaigns are subject to a manual vetting process. To help ensure your Campaigns are approved in this vetting process, please follow these best practices when submitting new Campaigns.

In this guide 

Preparing to submit a new campaign
Common reasons for campaign rejection and how to avoid them
Gathering user consent
User opt-in methods and requirements
Opt-in message templates - customizable templates you can use for your opt-ins
Campaign registration recommendations - see examples of acceptable vs. failed campaign fields to troubleshoot why your campaign did not pass
Opt-out and help requirements 

 

Preparing to Submit a New Campaign

When submitting a campaign, make sure to follow these best practices for the Campaign Field requirements. 

Campaign Field	Description	Requirements
Message Flow	The primary purpose of the Message Flow (or Call to Action) and required disclosures is to ensure the end user consents to receive text messages and understands the nature of the program. The Message Flow must be accessible by a 3rd party reviewer so it can be verified.	Program or product description Telephone number(s) from which messaging will originate Identity of the organization or individual being represented in the initial message Clear and conspicuous language about opt-in and any associated fees or charges Other applicable terms and conditions (e.g., how to opt-out, customer care contact information, and any applicable privacy policy)  Explain if the Call to Action is behind a login, not yet published publicly, is verbal, on paper. Provide a screenshot of the Call to Action in such cases. Host the screen shot on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in this field.
Campaign Description	Provide a clear and comprehensive overview of the campaign's objectives and interactions the end-user would experience after opting in.	If the Campaign pertains to Loan Arrangement or Direct Lending, specify such so that A2P Ops can update your Campaign to reflect.
Terms and Conditions	Provide publicly accessible terms of service.	Boilerplate terms of service that cover minimum requirements from the carriers can be found on our support article.
Opt-in Message Confirmation	Required for all Opt-in methods.	Confirmation message must be delivered immediately after the Consumer opts into the program.  Message must contain Program or product description Customer care contact information Opt-out instructions Product quantity or recurring messages program disclosure “Message and data rates may apply” disclosure
Sample Messages	Provide message examples highlighting use case.	Identify message sender (brand) Indicate templated fields with brackets Include opt-out language to at least 1 sample message

 

Please do not include Personal Identifiable Information (PII) in campaign registration fields. Publicly available information like brand names and phone numbers is acceptable.

Common Reasons for Campaign Rejection and How to Avoid Them

Forbidden use cases will result in campaign rejection

Make sure your A2P Campaign does not involve prohibited content (such as cannabis, hate speech, etc.) and that your use case is compliant with our Messaging Policies.

 

Data accuracy and consistency

Make sure you submit Campaign registrations with accurate and consistent data:

Best Practice	Examples
Consistency in brand to be registered, website and sample messages.	If your brand name is Acme, your website is www.acme.com, but your sample messages say “Here’s your one-time passcode for logging into www.contoso.com”, your campaign will be rejected.
Consistency in sample messages and use cases.	If you register a marketing campaign, but sample messages say “Here’s your one-time passcode: 123456”, your campaign will be rejected.
Consistency in email domain and company name.	If you register a brand as Company Inc, but you provide an email address with the gmail domain names, your campaign will be rejected. Note that this check only applies to large, well-known corporations that should have dedicated email domains.
Make sure you submit real, working websites.	If you indicate that your customers opt-in to your messages via the website, but provide a website address that does not function, your campaign will be rejected.
Make sure the brand you register is the actual brand that you’re sending messages for.	For ISV customers, if you register a brand with your own company’s information (e.g. a company that provides tech for dental offices), but actually send messages on behalf of your customers (e.g., individual dentist practices), your campaign will be rejected.
Make sure you create as few duplicative brands and campaigns as possible.	Excessive brands with the same EIN and excessive campaigns with the same campaign attributes may be seen as high-risk and may result in campaign rejection.
If you wish to send templated messages, please make sure to indicate the templated fields in sample messages with brackets, to help reviewers better identify which parts are templated.	For example, please write “Dental check due for [Mary Doe], Visit [www.contoso.com] to schedule an appointment or call [123-456-7890]”.

 

Gathering User Consent

Ensure your use case involves consumer consent before sending messages. Please refer to the CTIA guidelines to see detailed instructions and best practices on handling consumer consent.

Best Practice	Examples
Make sure consumer opt-in is collected appropriately	If you indicate you collect opt-in via text messages, but your sample messages say “Hi, is this the owner of 123 Oak street? I’d like to discuss how I can help you sell your property”, it is clear that you have not collected appropriate consent before sending messages and your campaign will be rejected.
Make sure opt-in language is available on your website if you indicated in the "How do end-users consent to receive messages?" field that a consumer opts into your campaign on your company website	If your brand Acme uses its website, www.acme.com, to collect phone numbers but your website Call-to-Action does not contain 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.”, your campaign will be rejected.
We recommend having opt-out language in at least one of your sample messages	For example, please consider adding language such as “Please reply STOP to opt out” in one of your sample messages.

 

Please note that the ecosystem is constantly improving the vetting criteria as it comes across additional types of violations. Please do not consider the best practices listed above as a “catch-all” and guarantee an approval as long as you follow them all; instead, consider them as a baseline that illustrates the general direction of compliant, high-quality messaging that the ecosystem is moving towards.

 

User Opt-In Methods and Requirements

A2P 10DLC campaigns require a proper opt-in method which ensures that end-users provide consent to receive text messages. 

 

Opt-in Method	Example
Verbal*   *Verbal opt-in is the most difficult method to verify however, is acceptable as long enough details are provided that a 3rd party reviewer can verify.	Interactive Voice Response (IVR): "As part of our service we can send you automated monthly text alerts regarding your account payment activity. We will send two messages per month. Message and data rates may apply, depending on your mobile phone service plan. At any time you can get more help by replying HELP to these texts, or you can opt out completely by replying STOP. Mobile Terms of Service are available at http://example.site/terms and our Privacy Statement can be found at https://example.site/privacy. Please reply with 'yes' or 'no' to indicate if you would like this service".  Customer: "Yes please"  IVR: "Great! We will send you a text message to confirm your enrollment here shortly."
Web Form	An embedded form on the end-business’s website that prompts end-users to enter their mobile handset phone number and opt into the texting campaign. Note: Checkbox should be selectable by end-user for opting in. If the web opt-in is behind a login or not yet published, host a screen shot on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in the Message Flow Field.
Paper Form	An in-store visitor completes a physical form that collects their phone number and their consent to subscribe to your texting campaign. Host a screen shot of the paper form on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in the Message Flow Field.
Via Text	A Keyword campaign example: Host a screen shot of the campaign collateral on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in the Message Flow Field.
Mobile QR Code	A QR code that links to an online form that prompts end-users to enter their mobile handset phone number and opt into the texting campaign. QR code can direct the mobile handset to their messaging application with a templated opt-in message, or can lead to a web-form as outlined above. If the QR code leads to an online form that is behind a login or not yet published, host a screenshot of the form on a publicly accessible website (like OneDrive or Google Drive) and provide the URL in the Message Flow Field.

 

Opt-In Message Templates

Your opt-in message should clearly state what kind of messages a user can expect to receive, provide opt-out info, mention SMS fees, and link to your Terms of Service and Privacy Policy.

Here is a visual example of a good opt-in and what it contains: 

Feel free to copy and paste the templates below message and customize them for your business.

For SMS Opt In (when user texts your number to opt-in to text messages)

"By sending an SMS to phone number xxx-xxx-xxxx, you agree to receive text messages from "BUSINESS NAME". Message and data rates may apply. Message frequency varies. See our Privacy Policy and Terms. Unsubscribe at any time by replying “STOP” or clicking the unsubscribe link (where available)."

For Form Opt-In (when user submits a form with their phone number to opt-in to messages)

"By submitting this form and signing up for texts, you consent the receive marketing text messages (e.g. promos, cart reminders” from (BUSINESS NAME). Message and data rates may apply. Message frequency varies. See our Privacy Policy and Terms. Unsubscribe at any time by replying “STOP” or clicking the unsubscribe link (where available)."

 

 

Campaign Registration Recommendations

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

Campaign type

Please choose the use case that best represents your campaign. For more information, please refer to the details provided here.

 

Successful Example	Failed Example
2FA use case is selected for any authentication or account verification such as OTP.	Higher Education is selected for any authentication or account verification such as OTP. Why is this rejected? Use case would not match intended use, campaign will be rejected.

 

Campaign description

The description should be thorough and provide an explanation of the campaign’s objective or purpose. Provided description needs to answer who the sender is, who the recipient is, and why messages are being sent to the intended recipient.

Successful Example	Failed Example
“Messages are sent by Acme to its existing customers. OTP Messages for MFA challenges for logging  into the online portal to make changes to a user profile for security purposes. Customers confirm with an SMS when profile changes are made.”	“Blank”  Why is this rejected? No information is provided for the campaign's purpose.  “This campaign sends messages to customers”  Why is this rejected? It does not provide information on who is sending and receiving messages and why messages are being sent.

 

Message flow/Call-to-action

The message flow/call-to-actions needs to provide clear and conspicuous details on how an end customer consents to receive messages and understand the purpose of the messaging.

Call-to-Action should contain the following information:

1. The program or product description
2. Telephone number(s) from which messaging will originate
3. Identify of the organization or individual being represented in the initial message
4. Clear and conspicuous language about opt-in and any associated fees or charges
5. Other applicable terms and conditions (e.g., how to opt-out, customer care contact information, and any applicable privacy policy)

Opt-in needs to apply per campaign, should be not transferable or assignable and can not be obscured in terms and conditions (especially terms related to other services). If multiple opt-in methods can be used for the same campaign, please list them all.

Campaign reviewers need to be able to verify details provided in this field. Provide evidence such as a hosted link to screenshot or document for opt-in that occurs behind a gated login or on a paper form.

Successful Example

Failed Example

Message Flow: “Customers provide opt-in specifically when enrolling into our website, or in person by requesting SMS capabilities within the store. Opt-in during website is a self-service process and occurs at acme.com/signup” Website Opt-in Language: “By submitting, you authorize ACME to send text messages with offers and other information. Message/data rates apply. Consent is not a condition of purchase. [Link to terms and conditions].”

“Customers sign up”   Why is this rejected? Where and how the customer provides opt-in is unclear.

 

Sample message

Sample messages should reflect actual messages to be sent under campaign and indicate templated fields with brackets. Ensure consistency with use case and campaign description.

Sample messages should identify who is sending the message (brand name). Ensure that at least one sample message includes your business name.

Include opt-out language to at least 1 sample message.

Successful Example	Failed Example
“ACME 2FA Notice:Here is your one time password: 1234 Call [phone-number] to report if this request was not made by you.”	“You have an upcoming appointment” Why is this rejected? Opt-out is not provided, the campaign will be rejected.

 

Opt-in keywords

Please provide all keywords that allow users to opt-in to receive campaign messages.

Successful Example	Failed Example
“START, OPTIN, UNSTOP, IN”	"“Blank” Why is this rejected? Message flow indicates customers can opt-in through text but no opt-in keywords are provided, campaign will be rejected

 

Opt-in confirmation message

Campaign must provide customers with an opt-in confirmation message. This is required for all recurring campaigns, regardless of opt-in method.  CTIA Messaging Principles and Best Practices.

Opt-in confirmation message should include: 

1. Program (brand) name or product description
2. Customer care contact information (HELP command instructions)
3. Opt-out instructions
4. Disclosure that the messages are recurring and the frequency of the messaging
5. A “Message and data rates may apply” disclosure

Successful Example	Failed Example
“You are successfully opted in for messages from ACME for account notifications. Message and data rates may apply. Reply Help for additional support. Reply STOP to unsubscribe.”	“You opted in for messages” Why is this rejected? Opt-in message does not contain any information on brand and no information on opt-out process, campaign will be rejected.

 

 

Opt-Out and Help Requirements 

Opt-out keywords

Please provide all keywords that allow end users to stop receiving messaging from this campaign.

Successful Example	Failed Example
“STOP, UNSUBSCRIBE, END, QUIT, HALT”	“Blank”  Why is this rejected? Our default Opt-out handling is disabled. As such, opt-outs must be handled via our Advanced Opt-Out or by your application. Specify the keywords you have configured for Opt-out handling.

 

Opt-out confirmation message

When end users send opt-out keywords, the response messages need to include acknowledgement of opt-out request,  brand name, and confirmation that no further messages will be sent.

Successful Example	Failed Example
"You have successfully been unsubscribed from Acme Corporation. You will not receive any more messages from this number."	“Opt-out successful. You will not receive any more message from us.” Why is this rejected? Opt-out message does not include brand, campaign will be rejected.

 

Help keywords

Please provide all keywords that allow end users to receive more information about this campaign.

Successful Example	Failed Example
“HELP, ISSUE, FIX, RESOLVE, INQUIRY”	“Blank”  Why is this rejected? Our Default HELP keyword handling is disabled on the associated account. Customer must provide the keywords they have configured in OurAdvanced Opt-out or their own application.

 

Help message

When end users send help, the response message needs to include brand name, phone number, or email address.

Successful Example	Failed Example
"Acme Corporation: Please visit www.acmecorporation.com to get support. To opt-out, reply STOP."	“Blank” Why is this rejected? Our Default HELP keyword handling is disabled on the associated account. Customer must provide the HELP messages that are sent in response to HELP keywords they have configured in Our Advanced Opt-out or their own application.

 

What can I do if my campaigns are rejected?

For more information on why campaign rejections occur and when they are eligible for resubmission, please see Why Was My Campaign Rejected?