Campaign registration

In order to successfully register a campaign, it is crucial to provide accurate information in the campaign details form. This not only increases the chances of approval, but also reduces the likelihood of messages being blocked when sent to channels associated with the campaign.

How to register a 10DLC brand

Check how to register a brand from the Dashboard.

Register a 10DLC brand via Bird

How to register a 10DLC campaign

Already registered a brand? Check how to register a 10DL Campaign from the Dashboard.

Register a 10DLC campaign via Bird

Prohibited Messaging Content and Categories

In order to send SMS and MMS in the United States, you must follow local restrictions. View list of Prohibited Content in NORAM Messaging.

About campaign registration

Here are some important details to keep in mind:

• There is a charge for registering or re-submitting your campaign.

• If your campaign information is incomplete or not compliant, your registration will be declined. Fees apply, independent of the result.

• If your campaign registration is declined, you'll need to update and resubmit your campaign information for review. It will incur charges again.

• Campaigns can only be resubmitted if the registration is declined. Rejected and suspended campaigns require a new campaign registration.

Campaign registration fees

Before submitting the campaign form, it is important to be aware of the schedule of fees. If your brand is currently not submitted, completing the campaign form will result in brand registration fees being incurred. Therefore, it is recommended that you review the fees in full before submitting your campaign form.

Campaign initial registration fees

Before submitting the campaign form, it is important to be aware of the schedule of fees. If your brand is currently un-submitted, completing the campaign form will result in brand registration fees being charged. Therefore, it is recommended that you review the fees in full before submitting your campaign form.

Fee	Description	Cost
10DLC campaign registration fee	Initial cost for registering a campaign based on the monthly subscription fees below with a three-month commitment	$10 for most campaigns (exceptions below). A total of $30 to cover the minimum commitment $1.50 for low volume mixed campaigns. A total of $6 to cover the minimum commitment $3 for charity campaigns. A total of $9 to cover the minimum commitment
Campaign registration fee	Applicable to all new or re-submitted campaign registrations. This fee covers compliance review costs.	$15
Campaign resubmission fee*	If the initial campaign registration is declined and you would like to resubmit the campaign with updated information there is a resubmission fee charged for each attempt.	$15 (per resubmission)

Campaign monthly subscription fees

Once you have registered your campaign and completed the initial three-month commitment period, a monthly subscription fee will be charged until you cancel it. It is essential to ensure that you have reviewed the pricing schedule and understood the payment terms before registering your campaign.

Fee	Description	Cost/month
10DLC campaign subscription	Subscription starts 3 months after the campaign is registered and renews monthly until canceled	$10 for most campaigns (exceptions below) $1.50 for low volume mixed uses cases $3 for charity campaigns

Required Campaign information to register a 10DLC

The campaign form is divided into several sections, each requiring specific information:

Campaign overview

Field name	Field description	Notes
Campaign name	Provide a friendly name to your campaign to refer to later
Use case name	Select a use case that best matches the purpose of your campaign.	See more information on each use case type.
Sub use case	This is an optional field and will only be displayed if you select: Mixed Low Volume Charity	You can select from 2 to 5 sub uses cases.
Use case description	Provide a detailed description of how your business uses SMS and the specific purpose of this number. Make sure to explain the goal of the messages, the type of content being sent, and how recipients are expected to interact with them.

Campaign and content attributes

Field name	Field description	Notes
Subscriber opt-in	It confirms that you are collecting and processing consumer opt-ins BEFORE sending messages.	It is mandatory to collect and update opt-in data and subscriber lists.
Subscriber opt-out	It confirms you are collecting and processing consumer opt-outs.	It is mandatory to process subscriber opt-outs and remove them from any subscriber lists
Subscriber help	It confirms you have implemented message reply providing users on how they can contact the message sender after they reply with the “HELP” keyword.	It is mandatory to respond the to keyword HELP with a message providing users with information on how they can contact you.
Number pooling	Select this if you intend on using 49+ numbers as this will require a different provisioning process on T-Mobile	It will require special approval by the carriers and it will imply a fee. It only applies to specific business needs. Adding phone numbers won't change overcall campaign throughput.
Direct lending or loan arrangement	Will this campaign include content related to direct lending or other loan arrangements?	If you are planning on sending messages containing direct lending or loan information you must toggle this option
Embedded Link	Are you using an embedded link of any kind in your messages? Note that public URL shorteners (bitly, tinyurl) are NOT accepted.	If you are planning on sending messages containing URLs, you must toggle this option and provide some message samples in the section below containing example URLs
Embedded phone number	Are you using an embedded phone number (except the required HELP information contact phone number)?	If you are planning on sending messages containing phone numbers, you must toggle this option and provide some message samples in the section below containing example phone numbers.
Age-gated content	Will this campaign include any age-gated content as defined by Carrier and CTIA guidelines?	Proper age-gate mechanism should include the date of birth verification during the consent opt-in of the end-user.

Sample messages, Call-to-Action, Opt-in consent and Mandatory keyword responses

Field name	Field description	Notes
Sample messages	Provide 2-5 sample messages that provide some example of the content that will be sent as part of this campaign.	Sample messages must provide a representation of the types of messages you may send. Eg: if you toggled on “Embedded Link” provide messages samples with examples of the URLs you will send.
Attachment or MMS Sample	Provide up to 5 attachments. This should include any of your MMS media (if you intend to send any) or proof (ex a screenshot) of any OPT IN happening outside of a public web page
Message Flow (Call-to-Action or Opt-in Flow)	Describe how a user opts in to the campaign, therefore giving consent to the sender to receive their messages. The call-to-action must be explicitly clear and inform the user of the nature and type of messages. If multiple opt-in methods can be used for the same campaign, you must list them all. Check example of consent gathering here Clear Call to Action: The language used must unambiguously request consent (e.g., "Subscribe to receive marketing updates"). Message Type Disclosure: Clearly state the types of messages the user will receive (e.g., "Promotional offers," "Account updates," "Both"). Separate Consent for Marketing (and abbandon cart) : If marketing messages are included, detail how you explictly colect your user conset to recive marketing and distinct consent is obtained for them (e.g., a separate wording, a distinct opt-in process). It must be clear that consent for transactional messages does not extend marketing. If you have a web opt-in flow, provide the exact web URL where the end-user is prompted to opt-in. If offline (or web is not live yet): provide the screenshots or documents that show the opt-in steps and language as required. • Add the links to your Privacy Policy and Terms of Service in this section! • The phone number field may be mandatory, as long as there’s an additional unchecked box for text opt-in. • If phone number field is optional, a checkbox is not needed. • Agreeing to SMS must be independent from other forms of communication, such as email or calls. • Ensure you reivew best practices detailed here Required opt-in language: ☐ Brand name ☐ Instructions on how to request help - HELP keyword ☐ Instructions on how to opt-out - STOP keyword ☐ Message frequency ☐ "Message and Data rates may apply" ☐ Terms and Conditions link ☐ Privacy Policy link	Ensure Call-to-Action wording on the website/app and/or service T&C includes the required compliance. Example compliant Opt-in Language: “[ ] By submitting this form and checking this box, you consent to receive [use case type] text messages 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). HELP for assistance. Privacy Policy [link] & Terms [link].” NOTE about Privacy Policy Any mentioning of 3rd Party Data Sharing, Renting, or Selling is disallowed unless the below disclosure is included: “All the above categories exclude text messaging originator optin data and consent; this information will not be shared with any third parties.” NOTE about Explicit Marketing Consent Consent to send Marketing SMS (which includes abandoned carts) can only be sent to clients who explicitly agreed to receive marketing SMS. Review marketing-related regulations here
Opt out keywords	A comma-separated list of keywords. Support of the word STOP is the minimum requirement for OPT OUT.	By default you must at least recognize and support the STOP keyword.
Opt out message	Provide an example of the message that will be sent after a customer has opted out. Requirements: ☐ Brand name ☐ Confirmation of opt-out ☐ Confirmation no further messages will be sent	The example you provide here must be sent when the customer sends STOP (and any other keywords you have provided in stop keywords). Compliant example: "Bird: you have opted out of SMS notifications. No further messages will be sent"
Help keywords	A comma-separated list of keywords. Support of the word HELP is the minimum requirement for requesting help/info.	By default you must at least recognize and support the HELP keyword.
Help message	Help message provide instructions on how to get Support. Requirements: ☐ Brand name ☐ Customer care contact information (brand support email, toll-free phone number or support URL)	The example you provide here must be sent when the customer sends HELP (and any other keywords you have provided in help keywords). Compliant example: "Bird: get support at [e-mail]"
Opt-in keywords	A comma-separated list of keywords to opt-in. For example START.	If you have enabled subscriber opt-ins in campaign settings, you must least recognize and support the START keyword.
Opt-in message	Provide an example of the message that will be sent after a end-user has opted out. Requirements: ☐ Brand name ☐ Instructions on how to request help - HELP keyword ☐ Instructions on how to opt-out - STOP keyword ☐ Message frequency ☐ "Data and message rates may apply" Compliant example: "Bird: You signed up to SMS notifications. Msg frequency varies. HELP to help. STOP to optout. Msg&Data rates may apply"	The example you provide here must be sent when the customer sends START (and any other keywords you have provided in start keywords). For recurring and/or promotional messaging programs, you must set an Opt-in Confirmation message that is sent as soon as the user subscribes to the messaging program. Examples of ongoing programs are: marketing, on-going status alerts, payment reminders, etc.
Attachments	Any additional supporting documentation for opt-in, Call-to-Action, Terms & Conditions, and the Privacy Policy. For example, you can upload an image of the Call-to-Action, or a document outlining the Terms & Conditions (if they aren’t available on a website).	Max. document upload size of 10MB per file, and 5 files per campaign.

The most common reasons for 10DLC registration declines are related to missing required verbiage or pieces of information in any of the above sections.

Please make sure that you have:

• compliant SMS OPT-IN Flow / Call-to-Action in the Message Flow section

• explict consent for any marketing use case (or mixed use case which include marketing)

• added links to your brand's Privacy Policy and Terms of Service in the Message Flow section

• compliant Privacy Policy disclaimer, if applicable

• compliant Keyword responses in the respective sections

• it is advised to always attach proof of compliance of any SMS OPT-IN verbiage you use. Check Bird best practices and examples here. It can be done with eg.: a screenshot or scan or specific URL to OPT-IN webpage. The OPT-IN consent may be obtained via a mobile app, online form, paper form, or 'TEXT to join' ads, for example.

Terms and conditions agreement

In order to submit your 10DLC campaign form, it is mandatory to accept the terms and conditions. By accepting the Terms and Conditions, you note that the Messaging program cannot be used for affiliate marketing and must comply with the current CTIA Messaging Principles and Best Practices. Compliance with CTIA best practices is mandatory, and you can review these principles on the CTIA website.

Prohibited content and categories: check if your business falls into any of the disallowed content and categories. This applies to all text messages to the US and Canada. Use cases in these categories are not supported by Bird.

Messaging Best Practices: these practices increases your chances of approval by reviewers and a better overall experience for your SMS audiences.

Campaign status

If your campaign has been declined, and you edit your campaign during this DECLINED status, it will incur a re-submission fee.

After submitting your campaign form, it will be in one of the following states:

Status	Description	Can be edited	Fees
Pending	The campaign has not been submitted for registration	No	As this is a new registration you will pay the initial campaign submission fees
Declined	The campaign registration has been declined. You will need to edit and submit the campaign	Yes	You will be charged the campaign resubmission fee
Approved	The campaign is active and the SMS channels associated are ready to be used for sending messages	Partial The following fields cannot be edited once the campaign is approved; use case, sub use case, campaign attributes	You will be charged the campaign resubmission fee
Expired	The campaign has expired and is no longer active. You will need to delete your SMS channel to associate it with a different campaign	No
Deleted	The campaign has been deleted and is no longer active. You will need to delete your SMS channel to associate it with a different campaign	No
Suspended	The campaign has suspended and is no longer active. You will need to delete your SMS channel to associate it with a different campaign	No
Failed	The campaign has been rejected and will not be accepted. You will need to delete your SMS channel to associate it with a different campaign	No

Campaign Decline Reasons

The "Declined" status is NOT permanent. You should be able to address the decline reasons by editing your campaign or brand details. You may then re-submit it for approval. You can learn about the specific reason for "Declined" status in your 10DLC view.

Declined Campaign - Reasons

The full list of decline reasons can be found below:

Code	Reason	Explanation for Decline & How to Address it
601	Campaign Attributes do not match website and/or sample message content.	Inconsistency between the business shown on the website, the attributes marked, and the sample messages. You should check for inconsistencies in these fields. Eg.: indicating you send URLs in content attributes, but not including an URL in your message sample. We do encourage you to provide as many details as needed.
602	Inaccurate Registration. Inconsistency between sample message and use-case.	Inconsistency between sample message and use-case. Make sure to have at least one sample for each of the campaigns' use case(s). Declined campaigns cannot modify the use case, so you will only be able to address this decline reason by a) having your sample message content match your use case; or 2) registering a new campaign with the correct use case and respective sample message.
603	Inaccurate Registration. Inconsistency between website, sample messages or incomplete sample messages.	Inconsistency between the business shown on the website and the sample messages. It is good practice to use the same brand name and URL domain of your brand registration, in case of exceptional circumstances we do encourage you to provide details about your situation in the description field.
611	Opt-in message/Confirmation MT must contain brand name, HELP, opt-out, mssg frequency and associated fees disclosures. Opt-out message must contain brand name and indicate that no further messages will be sent. HELP message must contain brand name and contain support contact (email, phone number, or support website).	Review that campaign and content attributes contain the following: Opt-in confirmation message: ☐ Brand name ☐ Instructions for HELP keyword ☐ Instructions for STOP keyword ☐ Message frequency. Eg.: "Msg freq varies" ☐ "Data and message rates may apply" HELP keyword message: ☐ Brand name ☐ Toll-free number, branded e-mail or website where to reach for customer care Opt-out confirmation message: ☐ Brand name ☐ Confirmation of opt-out ☐ Confirmation no further messages will be sent
701	Prohibited Content; Cannabis	Any submission related to cannabis in anyway is subject to automatic decline. Examples include, but not limited to: body supplies, teas, beauty products, CBD, hemp infusions, or any derivate of cannabis. Be aware that this forbidden content encompasses shipping services. This can not be re-submitted.
702	Prohibited Content; Guns/Ammo	The sale of firearms and ammunition should have age verification. However, if the related business has educational purposes and does not engage in the sale of firearms, it is acceptable. Proper age-gate mechanism should include the date of birth verification during the consent opt-in of the end-user.
703	Prohibited Content; Explicit sexual	Content promoting underage, non-consensual, or other illegal sexual themes, whether simulated or real. Content that may be interpreted as promoting a sexual act in exchange for compensation. Content promoting the sexual exploitation of minors Content that is made to appear appropriate for a family audience but contains adult themes, including sex, violence, vulgarity, or other depictions of children or popular children’s characters, that are unsuitable for a general audience. This can not be re-submitted.
704	Prohibited Content; Gambling	Refers to the act of participating in games of chance, typically involving the wagering of money or valuables, with the primary intent of winning additional money or material goods. Various forms of gambling exist, including casino games, sports betting, lottery games, poker, and online gambling. The outcomes of these activities are often determined by chance, luck, or a combination of both. Regulations surrounding gambling vary widely by jurisdiction, and some places have strict legal frameworks governing these activities to ensure fairness, consumer protection, and the prevention of illegal gambling practices. Bingo: due to legal distinctions between bingo and other conventional forms of gambling (such as poker, blackjack, slots), it is permitting promotional messages for bingo under certain conditions. The campaign must include an age-gate to ensure the targeted audience meets legal age requirements, and it should exclusively promote bingo conducted in a physical setting, such as a bingo hall.
705	Prohibited Content; Hate	Inappropriate content, profanity or hate speech. This can not be re-submitted.
706	Prohibited Content; Alcohol (Age-Gated)	All content must adhere to all applicable laws and support a functioning age gate. Proper age-gate mechanism should include the date of birth verification during the consent opt-in of the end-user.
707	Prohibited Content; Tobacco/Vape (Age-Gated)	All content must adhere to all applicable laws and support a functioning age gate. Proper age-gate mechanism should include the date of birth verification during the consent opt-in of the end-user.
708	Lead Gen/Affiliate Marketing prohibited; other	Lead generation indicates the sharing/selling of information to third parties. This can not be re-submitted. If lead generation or data sharing of users' opt-in data is not part of your business practices, please ensure to add a similar disclaimer to your Privacy Policy prior re-submission, for example: “All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.”
709	Lead Gen/Affiliate Marketing prohibited; high risk financial services	1. High-Risk Financial Services • Payday Loans • Non-Direct Lenders • Debt Collection 2. Debt Forgiveness • Debt Consolidation • Debt Reduction • Credit Repair Programs This can not be re-submitted.
710	Reseller / Non-compliant KYC. Register the brand info, not the agency behind the brand.	The brand and campaign information is related to the Brand that is customer facing, that is seen as the Brand related to the message content. Independent Software Vendors (ISV), marketing agencies, diverse software providers, etc. should always register the brand that contracted them as part of our KYC process.
711	Repeated use of same EIN for multiple different brands	This is a permanent Decline reason and re-submission will be not be accepted.
712	Misleading Registration. Based on details submitted, Campaign appears to be Direct Lending Arrangement, but appropriate Content Attribute was not selected.	Direct lenders and regulated companies must always check the Campaign Attribute, no matter the use case or objective of the campaign.
713	Appears to be large company or company that would have an official email domain. Check for fraud, use official / working email domain.	This is a permanent Decline reason and re-submission will be not be accepted.
801	Not Sole Proprietor. Does not meet small business Sole Prop (EIN) criteria set by TCR and mobile carriers.	Customer brands that don't meet the criteria of a Sole Proprietor.
802	Sole Proprietor. Not yet authorized.	Sole Proprietor use case is not currently suppported by Bird.
803	Opt-in is language required on website if used to collect mobile numbers.	Form of contact in website requires a mandatory phone number, but has no opt-in compliance verbiage in place. Please review your opt-in flow for SMS compliance.
804	Unable to verify, need website / working website or complete CTA information if opt-in occurs outside of website	Call-to-Action for opt-in occurs on the website, but the website link is not added on the website field. Applies to broken links, 404 errors and wrong links. When there is no way to verify the business legitimacy and call-to-action opt-in and provided CTA information is not detailed enough to understand the business' use case. This can be solved by providing a correct link to the compliant Call-to-Action / Opt-in flow, or, a screenshot or documentation of the Opt-in consent wording if it is not published on a website yet.
805	Compliant privacy policy is required on website, if it is used to collect mobile numbers.	Update Privacy Policy prior re-submission. Privacy Policy must indicate that SMS opt-in information collect is not shared with 3rd Parties. When a privacy policy link is displayed, it should be labeled clearly. In all cases, terms and conditions, and privacy policy disclosures must provide up-to-date, accurate information about program details and functionality. • Any mentioning of 3rd Party Data Sharing, Renting, or Selling is disallowed unless a similar disclosure is included: “All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.” If privacy policy already provides disclaimers around data sharing or selling to non-affiliated third parties, it needs to clarify that such data sharing or selling will not include a user’s SMS opt-in data or consent status. If privacy policy does not currently mention data sharing, you need to insert a similar clarification that you will not share SMS opt-in or consent status for non-service-related purposes. Example: "We will not share your opt-in to an SMS campaign with any third party for purposes unrelated to providing you with the services of that campaign. We may share your Personal Data, including your SMS opt-in or consent status, with third parties that help us provide our messaging services, including but not limited to platform providers, phone companies, and any other vendors who assist us in the delivery of text messages."
806	Unable to verify, needs compliant and accurate CTA information. Update with specific path for mobile opt-in.	It applies to Verbal/Keyword/Implied/Email/Written/ Website Call-to-Action: There could be a call-to-action verbiage in the Message Flow section or specific link (when call-to-action for opt-in happens online), that includes all the listed items below: ☐ Brand Name/Product Description ☐ Message Frequency Disclosure ☐ "Message and Data Rates may apply" ☐ HELP instructions ☐ STOP instructions ☐ Terms and Conditions link (include a link to the message program terms and conditions, or the complete message program terms and conditions language) ☐ Privacy Policy link (include a link to the privacy policy, or language referring to the privacy policy, that indicates that mobile opt-in data will not be shared) ☐ For website opt-in, opt-in consent must be for text messages only and not mixed with emails/calls, etc. This can be solved by providing a correct link to the compliant Call-to-Action / Opt-in flow, or, a screenshot or documentation of the Opt-in consent wording if it is not published on a website yet.
807	Unable to verify, inauthentic website	This can be solved by providing a correct link to the brand's website. Online presence is used to confirm business information legitimacy and validity along with further checks.
851	Add link and/or verbiage for compliant Privacy Policy disclosures (state that no mobile opt-in data will be shared with third parties). Opt-in message/Confirmation MT must contain brand name, HELP, opt-out, mssg frequency and associated fees disclosures. Opt-out message must contain brand name and indicate that no further messages will be sent. HELP message must contain brand name and contain support contact (email, phone number, or support website).	Provide a compliant Privacy Policy that's branded and contains the appropriate disclaimers regarding sharing: Mobile opt-in data is not shared with 3rd parties for marketing purposes. Also review that campaign and content attributes contain the following: Opt-in confirmation message: ☐ Brand name ☐ Instructions for HELP keyword ☐ Instructions for STOP keyword ☐ Message frequency. Eg.: "Msg freq varies" ☐ "Data and message rates may apply" HELP keyword message: ☐ Brand name ☐ Toll-free number, branded e-mail or website where to reach for customer care Opt-out confirmation message: ☐ Brand name ☐ Confirmation of opt-out ☐ Confirmation no further messages will be sent
852	Needs compliant Privacy Policy. Add link and/or verbiage for compliant Privacy policy disclosures (state that no mobile opt-in data will be shared with third parties). Include instructions on how the end user can receive further support from the brand regarding the message program (for example, Reply HELP for help), or this information must be present in the brand's terms and conditions.	Provide Terms and Conditions link (include a link to the message program terms and conditions, or the complete message program terms and conditions language) Provide a Privacy Policy link (include a link to the message program privacy policy, or language referring to the privacy policy, that indicates that mobile opt-in data will not be shared)
861	Needs compliant and accurate CTA information, Opt-in message/Confirmation MT must contain brand name, HELP, opt-out, mssg. frequency and associated fees disclosures. Opt-out message must contain brand name and indicate that no further messages will be sent. HELP message must contain brand name and contain support contact (email, phone number, or support website).	Update the Call-to-Action for SMS consent prior resubmission. It applies to Verbal/Keyword/Implied/Email/Written/ Website Call-to-Action: There could be a call-to-action verbiage in the Message Flow section or specific link (when call-to-action for opt-in happens online), that includes all the listed items below: ☐ Brand Name/Product Description ☐ Message Frequency Disclosure ☐ "Message and Data Rates may apply" ☐ HELP instructions ☐ STOP instructions ☐ Terms and Conditions link (include a link to the message program terms and conditions, or the complete message program terms and conditions language) ☐ Privacy Policy link (include a link to the privacy policy, or language referring to the privacy policy, that indicates that mobile opt-in data will not be shared) ☐ For website opt-in, opt-in consent must be for text messages only and not mixed with emails/calls, etc. Also review that campaign and content attributes contain the following: Opt-in confirmation message: ☐ Brand name ☐ Instructions for HELP keyword ☐ Instructions for STOP keyword ☐ Message frequency. Eg.: "Msg freq varies" ☐ "Data and message rates may apply" HELP keyword message: ☐ Brand name ☐ Toll-free number, branded e-mail or website where to reach for customer care Opt-out confirmation message: ☐ Brand name ☐ Confirmation of opt-out ☐ Confirmation no further messages will be sent