A2P 10DLC Campaign Description and Sample Messages

The messaging registration (the industry calls it a "campaign") tells carriers what you'll send. Reviewers read four things together: the use case, the description, the sample texts and the opt-in. They approve it when all four tell the same story about who texts whom and why, and refuse it when one contradicts another.

• Who sends, to whom, and why, in plain words: "Acme Realty texts people who asked about a listing on our website, to answer their questions and schedule showings."
• One business. If customers know you by another name, write "Acme Holdings LLC, operating as Acme Realty". Two names with no link between them read as two businesses.
• Lenders: a business that lends its own money writes "Direct Lending" in the description.
• Match the use case. Reaching out to new leads and texting people you already talk to are different use cases. File the one that matches what you send (Twilio, error 30916).

• Two to five samples, 40 to 1,024 characters each, each different from the others.
• Each names your business and reads like a text you'll really send.
• At least one includes how to opt out, for example "Reply STOP to opt out".
• Placeholders in square brackets: "Hi [first name]".
• Links go to your own website. Link shorteners like bit.ly get refused.
• Promotions only under a marketing use case. A sample with an offer under a non-marketing use case doesn't match.

The description, the opt-in description and every sample must differ from each other. A registration with two identical fields is refused (Twilio, error 30911).

Some content can't be sent on a local number at all, and a registration refused for it can't be resubmitted. The list includes loan marketing, stock alerts, cryptocurrency, third-party debt collection, debt reduction, credit repair, third-party lead generation, gambling, sweepstakes and federally illegal substances (Twilio, error 30897). Check your business against that list before you pay for a review.