10DLC Message Flow and Call-to-Action Requirements

Your 10DLC campaign's call-to-action (CTA) is how you demonstrate that consumers have consented to receive your messages. Reviewers check this closely — incomplete CTAs are the #1 reason campaigns get rejected.

What Your CTA Must Include

1. Program description — What messages will the consumer receive?
2. Originating phone numbers — Which number(s) will send the messages?
3. Organization identity — Your business name, clearly stated.
4. Opt-in language — Explicit statement that the consumer is agreeing to receive messages.
5. Fee disclosure — "Msg & data rates may apply."
6. Privacy Policy link — Must be a live, accessible URL.
7. Terms and Conditions link — Must be a live, accessible URL.

Opt-In Rules

• Consent is per-campaign — you cannot transfer opt-in from one campaign to another.
• Your Privacy Policy must state that mobile information will not be shared with third parties for marketing purposes.
• Pre-checked opt-in boxes are not compliant. The consumer must actively check the box.

Examples

Compliant Sample Message

"Acme Corp: Your package has shipped! Track it here: acme.com/track/12345. Reply STOP to opt out of delivery alerts."

Non-Compliant Sample Message

"Your package shipped! Click here: bit.ly/abc123" — Missing business name, missing opt-out, uses a shared URL shortener.

Compliant Opt-In Confirmation

"Welcome to Acme Corp alerts! You'll receive up to 4 msgs/month about your orders. Msg & data rates may apply. Reply HELP for help, STOP to cancel."

Non-Compliant Opt-In Confirmation

"You're signed up for texts!" — Missing business name, frequency, fee disclosure, and opt-out instructions.

Related Articles

• 10DLC Campaign Approval Best Practices
• 10DLC Rejection Reasons
• SMS Opt-In and Opt-Out