A2P 10DLC Campaign Approval Best Practices

Modified on Mon, Aug 21, 2023 at 8:07 AM

A new A2P 10DLC Campaign vetting process came into effect. This change is relevant to customers using long code numbers to send messages to the United States under the A2P 10DLC framework. This change does not apply to Toll-Free messaging.

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.

Approved campaign example

Campaign Information


This campaign sends appointment confirmations, message notifications, and offers for chiropractic adjustments to existing patients or new patients who have opted in to receive SMS notifications. The communications are sent via in-person POS, website forms, or web chat.

The Campaign use case description section is used to describe the purpose of this campaign.

Sending messages with embedded links?


Sending messages with embedded phone numbers?


Message Sample #1

David, it's Kate from ABC Company. Thanks for opting in to receive SMS notifications. I just saved a time for you on Thursday, June 15, 2023, at 4:00 PM, and I'll see you then! If anything changes, just let me know. If you need to opt-out, reply STOP.

Message Sample #2

David, it's Kate from ABC Company. Thanks for opting in to receive messages. Today, we are giving out a few vouchers to our past patients for a free chiropractic adjustment. Would you like one? If you need to opt-out, reply STOP.

How do end-users consent to receive messages?

End users opt-in through a form on the website: https://www.abccompany.com/contact-us, via the website chat widget, and also through our POS system at our office, with consent language similar to that on our website.

The opt in information on the other hand must be described in the message flow description. The website needs to have privacy policy and terms of service, and a checkbox for messsage consent. 

Opt-in Message

You are successfully opted in for messages from ABC Company. Reply STOP to unsubscribe.

Opt-in Keywords?

Subscribe, Start

  • Opt-In Keywords should be alphanumeric or accented characters. The use of spaces between keywords, such as 'I Agree' and 'Sign UP,' is not permitted. However, one-word keywords are acceptable. Suitable options include Subscribe, Start, Y, Yes, Confirm, and Register.

Opt-out Message:

You have successfully been unsubscribed. You will not receive any more messages from this number. Reply START to resubscribe.

Opt-out Keywords:


Help Message:

Reply STOP to unsubscribe. Msg&Data Rates May Apply.

Help Keywords:


Sometimes, A2P campaigns are rejected due to users including custom fields or values in their sample message templates that are submitted for approval for campaign details. It's important to note that this practice is strongly discouraged.

Here is an example of a message template that should be avoided:

"Hey {{name}}!

Samuel from [write the client's company name here] here. We remember you had signed up to receive an appointment with us a little while back.

When could we get you rescheduled?

Reply STOP to opt-out."

Instead, here is an example of a well-structured message template:

"Hey John!

Samuel from MediaRealty LLC here. We remember you had signed up to receive an appointment with us a little while back.

When could we get you rescheduled?

Reply STOP to opt-out."

Forbidden use cases will result in Campaign rejection.

Make sure your A2P Campaign does not involve prohibited content such as cannabis, hate speech, etc..

Opt-In Guidelines

We checked the rejected campaign and found that the opt-in description lacks details, e.g., End users opt-in by contacting us via telephone, email, chat, messenger, etc.

More information than that must be provided to know what the end user will see since it has not been possible to test how the Optin works. 

As per our carrier requirements, opt-in should follow the following guidelines.

Website opt-in:

Please verify that opt-in meets CITA guidelines. All methods of opt-in need to be listed. If opt-in is collected through a paper form or behind a login, please provide a hosted link to image of opt-in. If opt-in occurs on a website, please provide a link to website. The website needs to have a privacy policy and terms of service. Ensure opt-in is not shared with 3rd parties.

On the website form, Clearly state that submitting their phone number allows them to receive messages from your company. Include a checkbox for clients to indicate their agreement.

For the checkbox consent, You can type something like this as an example:

; dataI agree to receive marketing messaging from COMPANY_NAME at the phone number provided above. I understand I will receive 2 messages a month, data rates may apply, and reply STOP to opt-out


Website Posting (Support): Prominently display the phone number on your website so customers can find it and use it to opt-in for messaging. This can be done through support pages, contact sections, or call-to-action buttons. Make it clear that customers can use the provided phone number to opt in and receive messages.

Keyword or QR Code Opt-In: Use specific keywords or QR codes that customers can use to opt-in for messaging. Communicate the keyword or display the QR code in ads, social media posts, or physical materials. Instruct customers to text the keyword or scan the QR code to opt in.

Please Note:

Please provide photos or screenshots for verification, showing where customers can find the keyword or QR code to opt-in.

Ensure data accuracy and consistency.

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

Best Practice


Consistency in brand, 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

Your campaign will be rejected if you register a brand as YourCompany Inc but provide an email address with the gmail domain names.

*Note that this check only applies to large, well-known corporations that should have dedicated email domains

Make sure you submit real, working websites.

Indicating that your customers opt-in to your messages via the website, but providing a website address that does not work, will lead to campaign rejection.

Make sure the brand you register is the actual brand that you’re sending messages for

If ISV customers register a brand with your company’s information (e.g., a company that provides the tech for dental offices) but end up sending messages for 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 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]”


Ensure your use case involves consumer consent before sending messages

Make sure you collect consumer consent appropriately.

Best Practice


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 “message flow” 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 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 add language such as “Please reply STOP to opt-out” in one of your sample messages.


Please note:

The ecosystem constantly improves the vetting criteria as it comes across additional violations. Please do not consider the best practices listed above as a “catch-all” and guarantee 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.

What can I do if my campaigns are rejected?

Submit a ticket to our support team so our Media Shield phone specialist team will help you fix your Campaign registration / re-submit a new Campaign.

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