10DLC Campaign Approval Best Practices
10DLC Campaign Approval Best Practices
Campaign registration is the second step of 10DLC compliance. Getting it right the first time avoids delays and re-submissions. This guide covers exactly what reviewers look for in each field.
Business Use Case
Select the use case that best matches your messaging purpose. Common categories: Customer Care, Marketing, Account Notifications, Delivery Notifications, Mixed. Choose the most specific option — "Mixed" campaigns receive lower throughput.
Phone Numbers
Associate the JustCall numbers that will send messages under this campaign. A number can only belong to one campaign at a time.
Sample Messages (Required)
Provide 2–3 example messages your business will actually send. Each sample must:
- Include your business name (e.g., "Hi from Acme Corp! Your order ships today.")
- Include opt-out language (e.g., "Reply STOP to unsubscribe")
- Match the declared use case — marketing samples for marketing campaigns, support samples for customer care
Bad example: "Hey! Check this out: bit.ly/offer" (no business name, no opt-out, generic URL shortener)
Good example: "Acme Corp: Your appointment is confirmed for March 15 at 2 PM. Reply STOP to opt out."
Message Flow
Describe how and when consumers consent to receive your messages. Include:
- Where consent is collected (website form, in-app, point of sale, verbal)
- What the consumer sees before opting in
- Links to your Privacy Policy and Terms of Service
Example: "Customers opt in via a checkbox on our website checkout page at acme.com/checkout. The checkbox reads: 'I agree to receive order updates via SMS from Acme Corp. Msg & data rates may apply. Reply STOP to cancel.' Links to our Privacy Policy and Terms of Service are displayed below the checkbox."
Opt-In Keywords and Confirmation
- Opt-in keywords: START, YES, SUBSCRIBE (or your custom keywords)
- Opt-in confirmation message: Must include program name, message frequency, "Msg & data rates may apply," and how to opt out
Example confirmation: "You're subscribed to Acme Corp alerts. Up to 4 msgs/month. Msg & data rates may apply. Reply HELP for help, STOP to cancel."
Common Rejection Reasons
| Reason | Fix |
|---|---|
| Missing opt-out language in samples | Add "Reply STOP to unsubscribe" to every sample message |
| No Privacy Policy or Terms of Service links | Add live, accessible URLs in the message flow description |
| Sample messages don't match use case | Rewrite samples to reflect the declared campaign type |
| Website cannot be verified | Ensure your website is live, matches your brand name, and loads without errors |