What 10DLC registration asks for
US carriers require application-to-person traffic on local 10-digit numbers to be registered with The Campaign Registry (TCR). Brands can't register directly: your messaging provider registers the brand, with its legal name and tax ID, and then each campaign. The campaign form asks for a use case, a description, the message flow or call-to-action, sample messages and attributes such as opt-in, opt-out, HELP, embedded links and age-gated content.
TCR does not approve or reject campaigns itself; your provider and its upstream partners review them, and rejection reasons come back through your provider. The fastest way through is a set of texts that tell the same story everywhere.
- Campaign description: a clear and detailed outline of what the campaign is for.
- Message flow: every way a consumer opts in. If there are several methods, list them all.
- Sample messages: at least 1, and at least 2 for Marketing, Mixed and the special use cases, up to 5.
- Privacy policy and terms: TCR lists the links as optional fields but states that compliant policies are required.
Why campaigns get rejected
Most rejections come from mismatches. The description promises order updates but a sample message is a discount; the use case is Account Notification but the brand also sends offers; the opt-in page can't be opened without logging in; or the website shows a different name from the registered brand.
Other frequent causes are a missing brand name in the samples, no opt-out wording, links through public shorteners, which TCR's guide says are not accepted, and content that needs age gating or is not allowed at all. The kit checks each of these and labels whether the rule comes from the TCR guide, CTIA or common industry practice.
Opt-in, HELP and STOP wording
CTIA's Messaging Principles say a call-to-action should tell the consumer the program, who is sending, the type and purpose of the messages, any fees and how to opt out, with a link to the privacy policy. The kit writes a disclosure for an unticked checkbox with frequency, "Msg & data rates may apply", HELP and STOP, and adds "Consent is not a condition of purchase" when you send marketing.
For recurring programs, send a confirmation message right after opt-in. The HELP reply must give the program name and a way to reach you, and the STOP reply is one final message confirming that no more messages will be sent.
Toll-free verification
Toll-free numbers do not use TCR. Instead, your provider submits a toll-free verification request with your business details, a use case category and description, a sample message, the opt-in type and workflow, an image or URL that shows the opt-in, and an estimated monthly volume. Field names vary between providers.
The same principles apply: the description, opt-in proof and samples must match. Switch the number type to toll-free and the kit adds the verification fields, reusing the description and message flow so the two never contradict each other.
Privacy policy and terms snippets
Reviewers commonly look for a sentence in your privacy policy saying that mobile numbers and SMS opt-in consent are not sold or shared with third parties for their marketing. The kit writes that clause and a short SMS terms section covering the program, frequency, costs, HELP, STOP and carrier liability.
This tool summarises public guidance we reviewed on the date shown. It is not legal advice and does not guarantee approval. Carriers and their vetting partners decide, and their rules change.