The 10-digit long code (10DLC) registration and campaign validation is taking over business SMS, creating a safer, less spammy playing field for texting. But the process to 10DLC compliance can be complicated, so we’re here to break it down.
Over the last couple of years, the national mobile carriers (think Verizon, AT&T, and T-Mobile) have worked to create a program to regulate business texting. Essentially, they want to prevent spammers from taking advantage of businesses and their customers.
To register, you’ll need to provide details about your business and brand to the Campaign Registry. Then, you’ll submit your campaign use cases, which breaks down how you intend to use your business texting. You’ll also need to provide a few sample messages your brand would actually send to messages your brand would send customers using your 10DLC number.
With that in mind, below are a few campaign examples that were accepted and a few that were denied.
Campaign Examples for 10DLC Compliance
To help your campaigns get accepted on the first (or next) try, here are a few examples to know what to do—and what not to do—for 10DLC compliance.
Description
Notifying customers of the look of the floral arrangement that they ordered
Message Flow
You are now opted-in to our platform notifications
Result
Accepted
Here’s Why: While the description and message flow were brief, it still established that the customer opted in and confirmed via message. And then, the examples reflect the description.
Description
Delivery Notification
Message Flow
You’re not opted into our platform notifications.
Result
Denied
Here’s Why: This campaign description and message flow showed the customer opted in and confirmed via message, but the message doesn’t reflect the description. So, The Campaign Registry was unable to verify the validity of the message and denied this campaign request.
Description
Broadcast Employment Advertisement
Message Flow
Can you work from HOME as my Personal Assistant Employee and not affect your present work? Visit the website below for more info about the JOB, including salary info.
Result
Denied
Here’s Why: This campaign registration gave the TCR no understanding of the opt-in process or how the relationship was established with the text’s recipient. What’s more, it was ruled to read like a spam message, which is forbidden.
Description
One of the primary purposes of the campaign is to reach out to our current patient base using various communication channels like email, phone, and text messages, to provide them with information. This information includes details about the types of evaluations we provide, recent updates about their insurance verification, and answering any questions they may have. Our sample messages will address patient questions, insurance verification updates, new patient onboarding, and pre-appointment questionnaires for our patients to complete prior to their upcoming appointment.
Message Flow
Signing up at the point-of-sale system (POS) or another message sender at an on-site location.
Result
Accepted
Here’s Why: This registration provided a detailed description of the campaign and what they were doing. And the flow describes exactly how the opt-in happens, and the sample messages sent are aligned with the description. It’s a win-win.
Description
Reach new and existing clients with updates.
Message Flow
Get message, assign to agent, respond with quote.
Result
Denied
Here’s Why: The TCR couldn’t understand the relationship or opt-in process and the flow looked like code events, so they were unable to verify compliance.
Description
Provide support to members regarding their accounts held at the bank.
Message Flow
Opting in over the phone with a representative of the bank.
Result
Denied
Here’s Why: While this one explained that people were opting in over the phone, there’s no record of where people are opting in. And because opt-ins are happening over the phone, there’s no place for the expected recipients to read and understand their rights and how the company will use their SMS opt-in. This could be solved with a privacy policy or form checkbox on the company’s website that explains the consent.
Description
Responding to text message inquiries about property listings.
Message Flow
Thanks for reaching out to ABC123 Real Estate. To OPT-IN to receive updates, please text START.
Result
Accepted
Here’s Why: This example shows exactly how the customer initiates contact with the company via text. Then, the response to the customer includes opt-in language to confirm the relationship. And sample messages were direct responses to requests initiated by the recipient.
Description
We never send mass or automated texts. We only send to individuals who initiate communication with us over text or who have told us directly that they prefer texts. Texting is only conversational and is generally used to coordinate with vendors or volunteers.
Message Flow
People initiate text exchanges with us and then we reply or they tell us that they prefer texting through a phone call. We never send automatic or mass texts.
Result
Denied
Here’s Why: The TCR doesn’t really care about prose. Instead, they want to see concrete examples of how you’re texting and why. Unfortunately, this example, while well written and detailed, doesn’t explain the relationship with the recipient or the opt-in process and doesn’t provide any examples. It also fails to provide how the person receiving the text the would know what exactly they consented to receive from the company.
Tips to Meet 10DLC Compliance
With a few examples under your belt, now you can take a look at what you need to do to register your campaigns. Here are a few tips to help you get started with 10DLC compliance:
1. Register your campaigns correctly
You may have already registered your brand, which is the first step towards compliance. But next, you need to register your campaign types with The Campaign Registry (TCR). This registry tracks and monitors your text campaigns to ensure they’re aligned with consumer protection laws. Each campaign type has unique guidelines, so it’s important that you’re specific about the purpose of your campaign when you register. For instance, are you messaging with customer care updates or promotional offers?
2. Be clear and transparent with recipients
It’s cliche, but true – honesty is the best policy. Clearly identify your brand in every message and make sure it’s easy for the people receiving your texts to know exactly who’s texting them and why. An upfront, transparent approach not only keeps you compliant, but also builds trust with your audience.
3. Obtain Explicit Opt-In Consent
I can’t stress this one enough: Consent is crucial. Make sure your customers are explicitly opting into your messages before you send anything. Use clear, easy-to-understand language, and ensure they know they’re agreeing to receive messages from your company.
4. Make it Easy to Opt-Out
Every message should include an option to stop receiving future texts. Phrases like “Reply STOP to unsubscribe” should be in every message. An easy opt-out process shows respect for user choice, and it’s required to be 10DLC compliant.
5. Use Purpose-Driven Messaging
Every text you send should have a purpose that aligns with the campaign you registered. For instance, if you registered a “customer care” campaign, avoid sneaking in promotions. Stick to the registered campaign type and keep each message’s content aligned with it’s designated purpose.
6. Skip the High-Volume Campaigns (Without Authorization)
If you plan on sending huge volumes of texts, make sure it’s clear and authorized in your campaign registration. Some carriers restrict high-volume messaging to reduce spam, so ensure your campaign details reflect your expected message volumes.
7. Keep Strong Records
Keep a record of every opt-in consent. This is absolutely crucial if you ever need to prove compliance. Plus, it also helps you protect your brand if there’s ever a question about the legitimacy of your texts.
8. Include Your Brand Name
You now must include your Brand name and additional info in your opt-in, opt-out, and help messages to remain compliant. For instance, with your opt-in messages, you have to say your company name and disclose any fees that might hit your recipients. You can no longer simply say, “You’ve been added to receive messages.” Instead, you must say, “You’ve been added to receive messages from [Company Name]. Standard message rates apply.” For opt-outs, you need to add context like, “You’ve opted out of messages from [Company Name}. You will no longer receive messages.” And for help messages, add additional information like, “Please reach out to [Company Name] support at <xxx-xxx-xxxx> or the website at www.yourcompany.com.
Things to Avoid For 10DLC Compliance
Equally important to knowing what to do is understanding what not to do, too. Here are a few common mistakes you should avoid under 10DLC compliance rules.
1. Don’t Send Unregistered Campaigns
Don’t send messages without registering your campaign type with the TCR. Full Stop. Each message you send should be associated with a registered campaign so as to maintain transparency and avoid message throttling, blocking and hefty fines.
2. Don’t Forget to Get Opt-Ins
Sending messages to unverified lists is a massive no-no. Even if customers previously engaged with you via text, you need explicit consent for new campaigns under 10DLC regulations. Skip cold messaging or using purchased lists to keep your campaigns legal.
3. Avoid Misleading or Confusing Language
Misleading language can hurt your brand, but it can also break compliance rules. Don’t try to use bait-and-switch tactics. Instead, be upfront with your offer and purpose in each and every message.
4. Don’t Send Messages at Inconvenient Hours
Borrowed from TCPA compliance, 10DLC rules ask that you only send messages between 8 a.m. and 9 p.m., based on the customers’ local time. Though, that time range may differ depending on additional state regulations. Sending late-night texts often results in higher unsubscribe rates, which will then flag your campaign as aggressive or intrusive, halting your messages from delivery.
