Effective November 6, 2024, there will be updated requirements for several fields when submitting 10DLC campaigns. In order to ensure the most success for vetting, please make sure your campaigns follow these new requirements.
Please ensure that your campaigns have the following elements:
- Campaign and Content Attributes
- Subscriber Opt-in: Provide the opt-in keywords if applicable. The Opt-in Message is required and must contain the following details: Brand name, message frequency disclosure, "message and data rates may apply" disclosure, HELP information, STOP information.
- Subscriber Opt-Out: Provide the opt-out keywords. The Opt-out Message is required to contain the following details: Brand name and confirmation the consumer will receive no further messages.
- Subscriber Help: Provide the Help keywords. The Help Message must contain the following details: Brand name and an email address, phone number, or website link the consumer can use for assistance.
- Campaign Description
- Messaging frequency needs to be disclosed.
- If donations are collected, it must be clearly stated.
- Message Flow/Call to Action (CTA) (Opt-In)
- Provide the specific link, written form, or screenshot of the opt-in form.
- Use the “CTA (Call-to-Action), Privacy Policy and/or Terms and Conditions Multimedia Upload” field to attach the screenshot, if applicable.
- If Verbal Opt-in is collected, please add the script that describes the opt-in flow.
- The script must contain the following disclosures: “Brand name, types of messages being sent, message frequency disclosure, “message and data rates may apply” disclosure, HELP information, STOP/opt-out information, and a link to the Privacy Policy and Terms & Conditions”
- Phone Numbers cannot be a required field on the website where opt-in is collected. The only way it can be required if text messaging opt-in is the only use of the form.
- Please note the campaign vetting review will be on the Call to Action/Message Flow field AND the Call-to-Action disclosure provided at the actual opt-in collection.
- Provide the specific link, written form, or screenshot of the opt-in form.
- Privacy Policy and Terms and Conditions
- Provide the Privacy Policy URL in the Privacy Policy Link field.
- Provide the Terms and Conditions URL in the Terms and Conditions Link field.
- If you do not have your Privacy Policy and Terms and Conditions accessible via a public URL, please upload a PDF or document version of these files in the CTA (Call-to-Action), Privacy Policy and/or Terms and Conditions Multimedia Upload.
- Privacy Policy must include a disclaimer that no mobile opt-in will be shared with third parties for marketing purposes.
- Terms of Service must have an SMS disclosure that includes the brand name, types of messages consumers can expect to receive, message frequency disclosure, “message and data may apply” disclosure, privacy policy links, and opt-out instructions.
- Sample Messages
- Sample Messages must correspond to the registered use case. If a campaign is registered under multiple use cases (mixed), a sample message for each use case should be provided.
- For example, if you register under the marketing use case, state in the description the use of texts for promotional purposes and the sample message should reflect a typical marketing message you would send.
- Sample Messages must correspond to the registered use case. If a campaign is registered under multiple use cases (mixed), a sample message for each use case should be provided.
The remainder of this article outlines best practices for registering 10DLC brands and campaigns. These details must be included in your campaign registration submissions in order to be accepted and to allow campaign IDs to be associated with phone numbers. Failure to include adequate information could potentially delay campaign approval.
Fields that will be reviewed (at a minimum):
- Legal company name
- Brand support email address
- Brand support phone number
- Brand Website
- Universal Employer Identification Number (EIN)
- Campaign description
- Content Attributes
- Content/Prohibited SHAFT-C Content
- Content Attributes
- Sample message
- Opt-Out Message
- Opt-Out Message
- Call to Action (CTA) field when required by The Campaign Registry (TCR)
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Brand registration best practices
Standard use case requirements
- Remember the brand is the message sender - the EIN and company information should reflect the message sender, not necessarily you as the reseller.
- Website - some online presence is necessary here, social media presence is acceptable. Opt-in and opt-out information should be displayed clearly and conspicuously on the website.
- Phone number and email - these should use the brand's domain and the phone number should be found on the company website/social media page.
- Must meet the other requirements set forth by TCR to be at least a Verified Brand.
- External Vetting is only required if you need to obtain higher throughput than your brand currently allows
- We'll be unable to support consumer information sharing with third parties.
Sole Proprietor use case requirements
- Skyetel is not supporting Sole Proprietor use cases at this time.
Campaign registration best practices
The following recommendations can be applied to all campaigns.
Content Attributes
- Please make sure your content attributes are correct while setting up your campaign. These fields can not be changed, so a brand-new campaign will have to be submitted.
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- Example: If a customer selects "no" for the embedded link, but the sample content provided clearly shows links. They will need to resubmit their campaign with "yes" selected for the embedded link.
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Prohibited SHAFT-C content
The following types of content are not allowed on 10DLC: Sex, Hate, Alcohol, Firearms, Tobacco (cannabis, CBD, etc.)
- Please note: This content is not allowed to be on the customer's website at all.
- Example: If a chiropractor's office has CDB Oils on its website, this is prohibited, and the campaign will be denied, even if not directly related to CBD marketing.
Description
- Must be able to tell the intended purpose of the overall messages. Your description should answer the questions:
- Who you are
- Who do you want to reach
- Why you are sending out messages to
- Good Example: Messages aimed at customers of a car dealership service center. Appointment reminders, repair updates, satisfaction follow-up, online bill payment, and 2-way conversations.
- Bad Example: Text messages are used for our team members to communicate with our customers and partners.
- Why is it bad? It doesn’t say who you are or what you want to communicate.
Call to action/message flow
You're required to provide a clear, concise, and conspicuous description of how an end user signs up to receive messages. Opt-in must be 1 to 1, can't be shared with third parties, and can't be implied. It also can't be obscured within the Terms & Conditions and/or other agreement(s).
Examples of how to get users to opt in:
- Entering a phone number through a website
- Example: Customers opt-in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from the example brand.
- Note: If using a website to collect opt-in, please provide a direct link to the submission form in the CTA/Message Flow field. If this is missing, the campaign will be rejected.
- Clicking a button on a mobile webpage
- Note: Please provide a website link in the CTA/Message Flow field if this is where the opt-in is being collected.
- Sending a message from the consumer’s mobile device that contains an advertising keyword
- Example: Consumers opt-in by texting START to (111) 222-3333.
- Important: You will need to explain how the consumer/recipient is informed to text the keyword/initiate the text messaging conversation. Acceptable explanations of how the consumer is informed include:
- a link to a webpage where the keyword opt-in is advertised
- an attached screenshot of the keyword opt-in advertisement
- Signing up at a point of sale (POS) or another message sender on-site location
- If the opt-in is collected verbally, you must provide a copy of the opt-in script read to the consumer
- Opting in over the phone using interactive voice response (IVR) technology
Secondly, the vetting aggregator will review the actual Call-to-Action disclosure shared with the consumer/recipient during the opt-in collection. This disclosure is the language provided to the consumer/recipient informing them that they are opting in. This disclosure must contain the following information:
- Brand name
- Types of messages being sent
- Message frequency disclosure (Msg frequency varies, 2/msgs per week, etc.)
- "Message and data rates may apply" disclosure
- HELP information (text HELP for help)
- STOP/opt-out information (text STOP to stop)
- Link to the Privacy Policy and Terms & Conditions
This information must be provided regardless of the opt-in collection method. Here are some examples of different types of opt-in:
Website/Online opt-in: "By submitting this form and signing up for texts, you consent to receive marketing text messages (e.g. promos, cart reminders) from [Company Name] at the number provided, including messages sent by autodialer. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy [link] & Terms [link]."
Keyword Opt-in: "By texting START to [phone number], you consent to receive marketing text messages from [Company Name]. Consent is not a condition of purchase. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy [link] & Terms [link]."
Consumer-Initiated Messaging: "By starting a text conversation with [Company Name] by texting [phone number] you are agreeing to receive conversational messages from [Company Name]. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy [link] & Terms [link]."
Verbal opt-in: "[Company name] will be collecting opt-in verbally from their customers. The customers will be able to opt in to receive messages either in person at their physical location, or over a phone call if the customer calls. When a customer is registered for the first time, they are asked to provide the phone number, and staff is trained to ask If the customer would like to opt in to SMS-based billing notifications. They will be verbally informed that "Message and data rates may apply", "Message frequency may vary", and they can "text HELP for support or more information and STOP to unsubscribe at any time." They will also be informed that their phone number will not be shared with third parties for marketing or promotional purposes. Privacy Policy and Terms & Conditions links must be added to the Call to Action/Message Flow field in the campaign registration via TCR.
Additional notes about CTAs:
- All traffic on behalf of a business, entity, or organization must have prior opt-in/consent.
- If the CTA mentions the opt-in collected on a website, the website must be provided. If it's not provided, the campaign will be declined.
- If donations are a part of the campaign, the Call-to-Action disclosure shared at the consent collection should reflect that.
- Example: "By submitting this form and signing up for texts, you consent to receive marketing, donation asks, and informational messages from [Company Name]. Msg & data rates may apply. Msg frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. Privacy Policy [link] & Terms [link]."
Sample messages
You must display messages that are unique and provide examples of content you may send so we can tell what the interaction may look like. The sample messages should align with the overall campaign description. We would ideally want to see the identification of who is sending the message (a brand name or sender name), meaning it shouldn’t be a generic description along with generic sample messages where the use case can’t be determined without additional research. Please make sure at least one sample message has Opt-Out language.
- Good examples:
- Hello John Doe, this is a reminder about your appointment with John’s Car Dealership on April 2nd, 2021 at 10:00 AM. Please reply YES to confirm your attendance or NO if you are not able to make it. Let us know when you would like to reschedule your appointment. Thank you!
- Good evening Church family, we are having an in-person worship service tomorrow at 10:30 am. We will also be streaming the service over Facebook Live for those unable to attend. Reminder: tomorrow is the day to bring the donation boxes.
- Hi %FirstName%! This is Ramiro with Skyetel. We’d love to invite you to visit our booth at the upcoming Conference, which is taking place virtually and in person from Nov 9-13! Tickets are available now. There will be panels relating to voice, messaging, and 911! Register at www.skyetel.com. Will we see you at the conference this year?
- Reminder from Dr. Smiles, DDS, Hi Jim, we look forward to seeing you at 3:00 pm tomorrow for your cleaning. Reply OPTIONS for Notification Options, or STOP to disable SMS notifications.
- Visit https://brandedurl.com/optout/ for options or reply with STOP to disable SMS notifications.
- Bad examples:
- Thanks for leaving a rating on Google Business. We would like to learn more about your experience. I will contact you soon.
- I received your question. I will get back to you as soon as possible.
- There’s a little favor I would like you to help me with, please.
Opt-out message
Acceptable opt-out language must include at least one of the following words: END, STOP, UNSUBSCRIBE, CANCEL. If you’re using an opt-out phrase, it must be separated by spaces (i.e., STOP2END is not acceptable; it should be STOP 2 END). Please make sure that at least one of your sample messages shows your opt-out.
- Example: "[Insert Business Name:] You have an appointment for Tuesday at 3:00 PM, reply YES to confirm, NO to reschedule. Reply STOP to unsubscribe."
Unacceptable opt-out language: Stop2End
- Example: Luke's Pizza: Use discount code CHEESE for 10% off of your online order. Stop2End
- Why is it bad? There must be spaces separating each word and the word "reply" should be included before the stop keyword (ex, Reply stop to end).
Privacy Policy
All message senders must have an acceptable Privacy Policy when registering 10DLC campaigns. The most important aspect of the Privacy Policy mandates clearly describing how consumer data will be used and shared (if applicable), and how consumers can contact the message sender. A compliant Privacy Policy for 10DLC messaging should include the points below to help ensure that campaign registration and vetting are successful.
Please also ensure you are linking to your privacy policy and terms and conditions in the Campaign Details section when registering your campaign. This will allow for quicker location of these items resulting in a more streamlined vetting process.
Consent
When a campaign is being vetted, the language presented in a sender's Privacy Policy is heavily scrutinized to ensure the message sender doesn't improperly claim to have the consumer’s consent to share end-user data with third parties for marketing purposes. While it's permissible for a business to share end-user data essential for business operations, the fundamental practice of sharing data to sell consumer information (leads) to third parties is a prohibited campaign type and will be rejected.
Privacy Policies are reviewed during vetting to ensure consumer data isn't transferred among various organizations. To successfully address these requirements, we recommend adopting and including a process in the Privacy Policy that demonstrates senders will refrain from sharing information consumer data.
Example: "Mobile information will not be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties."
Opt-out instructions
Message senders are required to acknowledge the consumer's right to opt out of a messaging campaign to ensure that message recipients’ consent remains intact. The Privacy Policy must also include instructions on how to opt out of future communications.
Example: “If you wish to be removed from receiving future communications, you can opt out by texting STOP, QUIT, END, REVOKE, OPT OUT, CANCEL, or UNSUBSCRIBE.”
Skyetel strongly suggests that each brand create a personalized Privacy Policy with accompanying SMS disclosures as discussed above. Skyetel cannot provide guidance on what is legally required within a Privacy Policy. It's the responsibility of the message sender and their provider to research and ensure the Privacy Policy meets TCPA laws, as well as, individual carrier compliance requirements. For new, non-established brands entering the messaging space, there are online resources that can help you develop the required operational processes and Privacy Policy templates that will fit the unique needs of your business.
Note: If you're using online resources, your Policy, Practices, and Procedures must still include the above SMS disclosures and functions. Failure to adopt these practices may result in receiving a registration and vetting rejection (i.e., “805 - Compliant privacy policy is required on website”).
Terms & Conditions
All message senders must have compliant Terms & Conditions made available to their consumers/recipients. This document must be provided as a part of the campaign registration. Often, the Terms & Conditions are found on a brand's website. If the brand does not have a website, you can attach a hard copy as a PDF in the campaign registration.
The Terms & Conditions page must contain the following details:
- Brand name
- Types of messages the consumer can expect to receive
- Message frequency disclosure
- "Message and data rates may apply" disclosure
- Customer care contact information (Text HELP for help, contact [email address] for support, etc.)
- Opt-out information (Text STOP to cancel)
An example might look like this:
"Messaging Terms & Conditions
You agree to receive informational messages (appointment reminders, account notifications, etc.) from [Company Name]. Message frequency varies. Message and data rates may apply. For help, reply HELP or email us at [email address]. You can opt out at any time by replying STOP."