10DLC Registration Guidelines

10DLC registration requires businesses provide information about themselves, or if they’re resellers they must provide information about the customers on whose behalf they send text messages. Follow the instructions here to minimize the possibility of your brand or campaigns being rejected by The Campaign Registry (TCR).

Note: Brands and campaigns are typically approved or rejected within one week, but some take up to two weeks if the carrier asks for additional information. If your application is rejected because you didn't follow these guidelines, you must make changes and ask Plivo to resubmit your application. The process can take up to two weeks.

Brand registration

Whether you’re registering from the 10DLC page of the Plivo console or using the 10DLC API, here are some things to keep in mind as you provide information.

  • The values you enter for company name and tax ID number (EIN) must exactly match the values on your tax registration document.
  • Provide a secure website that represents your business. Registrations without a website, those that use websites that lack an SSL certificate to support the HTTPS protocol, and those whose websites display boilerplate content or templates are likely to be rejected.
  • Provide a working phone number — preferably, the same one mentioned on your website’s contact or support page. Plivo or TCR may attempt to verify the authenticity of this phone number.
  • Provide a working email address — preferably, the same one mentioned on your website’s contact or support page. A personal email address from a provider like Gmail or Yahoo or one from a disposable domain is likely to result in your brand registration being rejected.

You must provide a unique contact address, email address, and phone number for each registration. TCR prohibits using the same contact information for multiple brands. Brands found in violation of this policy may be deactivated by Plivo or TCR.

Campaign registration

The use case of a campaign must be appropriate for the brand with which it is associated. For example, a pharmaceutical company should not try to create a campaign for a food delivery messaging use case. TCR and carriers may reject campaign registrations that they deem unrelated to or not consistent with the brand.

Here are some things to keep in mind as you provide information.

  • Provide a detailed campaign description that includes the use case type of the messages you’ll send. A good example is “<Brand Name> uses this campaign to provide real-time alerts to customers regarding packages they ordered on <website name>.”

    General descriptions like these are likely to be rejected:

    • “Using for delivery notification”
    • “Customer outreach campaign”

  • Sample messages must be indicative of the actual messages you’re sending. They should adhere to A2P best practices and must contain opt-out instructions. A good example is “Hi John, this is <Brand Name>. Your scheduled visit with us is coming up on 10/01 at 9:00 a.m. Text C to confirm. Text OPTOUT to stop receiving messages.” If your messages will contain URLs or codes, use parameters to indicate them; for example, “Your <Brand Name> verification code is {Code} for {URL}.”

    Inadequate descriptions like these are likely to be rejected:

    • “Your scheduled visit with us is in 3 days” — lacks the name of the sending brand
    • “Ovilp sale — get 35% off all items” — lacks clear opt-out instructions

  • Message Flow, also known as Call To Action (CTA), describes how a customer opts in to a campaign, thereby giving consent to the sender to send messages. The message flow must be clear and inform customers about the nature of the campaign. If a campaign supports multiple opt-in mechanisms, you must mention all of them here. Here are some opt-in methods with CTA examples.

    • Keywords: Customers text a keyword or phrase to join your message list. Say how the number is advertised for subscribers. Example: Consumers opt in by texting START to (202) 555-3456 as mentioned on our website’s Contact Us section.
    • Web forms: Website visitors sign up to receive your texts. Example: Customer opts in by visiting www..com and entering their phone number in a form. They check a box agreeing to receive text messages from your brand.
    • Paper forms: Use a paper form to collect phone numbers and get express consent. Example: Patients opt-in when they visit a clinic for the first time by filling out paperwork that provides consent to receive messages.
    • Mixed: A combination of keywords, webforms and paperforms. Example: Customer opts in by visiting www.website.com and adding their phone number. They then check a box agreeing to receive text messages from Brand. Additionally, consumers can opt in by texting START to (202) 555-3456.
    • Other: Opt-in acquired through any other means. Example: Once hired, employees sign an employment contract wherein they provide consent to receive scheduling messages, or a job candidate opts in my checking a box agreeing to receive text messages from the company.
  • Opt-Out Message indicates the response to the STOP keyword. The response must include acknowledgement of the opt-out request and confirmation that no further messages will be sent, and may include the brand name. Sample: “Brand: You have opted out and will receive no further messages.”
  • Help Message indicates the response to the HELP keyword. It may include the brand name and support contact information. Sample: “Brand: For help, email support@brand.com. To opt out, reply STOP.”

  • Opt-In Message indicates the response to opt-in by keywords. It should include the brand name, confirmation of opt-in enrollment to a recurring message campaign, how to get help, and clear description of how to opt out. Sample: “Brand: You are now opted in. For help, reply HELP. To opt out, reply STOP”

  • You also need to declare whether your campaign involves any of a list of eight attributes.

    • Subscriber opt-in — indicates whether you collect and process customer opt-ins
    • Subscriber opt-out — indicates whether you collect and process customer opt-outs
    • Subscriber help — indicates whether you have implemented message replies that tell customers how they can contact the message sender when they reply with the HELP keyword
    • Direct lending or loan arrangement — indicates whether this campaign includes content related to direct lending or other loan arrangements
    • Embedded link — indicates whether campaign messages will use an embedded link
    • Embedded phone number — indicates whether campaign messages will use an embedded phone number (other than the required HELP information contact phone number)
    • Affiliate marketing — indicates whether the campaign involves affiliate marketing
    • Age-gated content — indicates whether the campaign includes age-gated content as defined by carrier and CTIA guidelines

Be honest. If a campaign is related to loans, for instance, specify Yes for the Direct Lending or Loan Arrangement option. Businesses found to be providing incorrect attribute information may have their campaigns suspended.

If you have questions about 10DLC registration, contact your customer success manager or the Plivo support team.