Objective
The article aims to offer guidance and examples for ensuring compliance and effectiveness in SMS campaign registrations.
Procedure
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.
|
“Blank”
Why is this rejected? No information is provided for the campaign's purpose.
“This campaign sends messages to customers”
|
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:
- The program or product description
- Telephone number(s) from which messaging will originate
- Identify of the organization or individual being represented in the initial message
- Clear and conspicuous language about opt-in and any associated fees or charges
- Compliant Privacy Policy
- Other applicable terms and conditions (e.g., how to opt-out, customer care contact information)
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.
A compliant Privacy Policy must state that no mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Information sharing to subcontractors in support services, such as customer service is permitted. All other use case categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.
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”
|
“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, 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:
- Program (brand) name or product description
- Customer care contact information (HELP command instructions)
- Opt-out instructions
- Disclosure that the messages are recurring and the frequency of the messaging
- 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 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? Twilio default Opt-out handling is disabled. As such, opt-outs must be handled via Twilio 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? Twilio Default HELP keyword handling is disabled on the associated account. Customer must provide the keywords they have configured in Twilio Advanced 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? Twilio 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 Twilio 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 A2P 10DLC Campaign Rejected.