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.

About campaign registration

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

Campaign overview

Field nameField descriptionNotes

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 campaign.

Sub use case

This is an optional field and will only be displayed if you select:

  • Mixed

  • Low Volume

  • Charity

You can select up to 5 sub uses cases.

Use case description

Provide a short description of what your campaign will be used for

Campaign and content attributes

Field nameField descriptionNotes

Subscriber opt-in

You are collecting and processing consumer opt-ins.

Subscriber opt-out

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

You have implemented message reply providing customers 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 customers with information on how they can contact you

Number pooling

Select this if you intend on using 50+ numbers as this will require a different provisioning process on T-Mobile

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? 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)?

Age-gated content

Will this campaign include any age-gated content as defined by Carrier and CTIA guidelines?

Sample messages and opt-out

Field nameField descriptionNotes

Sample messages

Provide 1-5 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. 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

Provide details of where the customer will see information related to this campaign. If you have a web opt-in, provide the URL (if live) and ensure call to action on the website/app and/or service T&C includes the required compliance wording.

The message flow must provide details of how the customer is opted in to the campaign, and if possible provide the web URL where the customer will see this

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.

The example you provide here must be sent when the customer sends STOP (and any other keywords you have provided in stop keywords)

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 of the campaign. A help message shall state the name of the service, contact (email or call center), OPT IN and OPT OUT keywords.

The example you provide here must be sent when the customer sends HELP (and any other keywords you have provided in help keywords)

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 customer has opted out.

The example you provide here must be sent when the customer sends START (and any other keywords you have provided in start keywords)

Inability to proof OPT-IN is the most common cause of 10DLC rejection: If you don't have any OPT-IN wording or sign-up form on your public webpage always attach proof (ex a screenshot or scan) of any mobile app or paper form you use.

Terms and conditions and payment

Campaign registration and subscription fees

In order to submit your campaign form, it is mandatory to accept the terms and conditions. Please 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.

Before submitting the campaign form, it is also important to be aware of the schedule of fees. If your brand is currently unsubmitted, 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 registration fees

FeeDescriptionCost

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

  • $2 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 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)

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

Campaign 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.

FeeDescriptionCost/month

10DLC campaign subscription

Subscription starts 3 months after the campaign is registered and renews monthly until canceled

  • $10 for most campaigns (exceptions below)

  • $2 for low volume mixed uses cases

  • $3 for charity campaigns

Campaign status

If you need to edit your campaign during the DECLINED status you will incur a resubmission fee.

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

StatusDescriptionCan be editedFees

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 decline status is NOT permanent and you should be able to edit your campaign or brand details in order to resubmit it successfully. In doing so, you can refer to the decline reasons will be visible in your 10DLC view

ReasonsThe full list of decline reasons can be found below

Code

Reason

Explanation or Scenarios where these can be used

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 inconsistency like not having a toggle URL call to action but having a URL in your message template . We do encourage you to provide details about your situation in the description field.

602

Inaccurate Registration. Inconsistency between sample message and use-case.

Inconsistency between sample message and use-case. Decline campaign cannot change the use case so you will only be able to address by rejection to eithe have your content template match your use case or register a new campaign with the correct use case

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.

701

Prohibited Content; Cannabis

Any submission related to cannabis is subject to automatic using this code, including 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.

702

Prohibited Content; Guns/Ammo

The sale of firearms and ammunition should have age verification. However, if the company is educational and does not engage in the sale of firearms, it is acceptable.

703

Prohibited Content; Explicit sexual

1. Content promoting underage, non-consensual, or other illegal sexual themes, whether simulated or real. 2. Content that may be interpreted as promoting a sexual act in exchange for compensation. 3. Content promoting the sexual exploitation of minors 4. 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.

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.

706

Prohibited Content; Alcohol (Age-Gated)

All content must adhere to all applicable laws and support a functioning age gate. The age-gate mechanism should include the date of birth verification during the consent opt-in of the consumer.

707

Prohibited Content; Tobacco/Vape (Age-Gated)

All content must adhere to all applicable laws and support a functioning age gate. The age-gate mechanism should include the date of birth verification during the consent opt-in of the consumer.

708

Lead Gen/Affiliate Marketing prohibited; other

Lead generation indicates the sharing/selling of information to third parties.

709

Lead Gen/Affiliate Marketing prohibited; high risk financial services

1. High-Risk Financial Services • Payday Loans • Non-Direct Lenders • Debt Collection (Could be an exception for Account Notification use case in case Debt collector demonstrates the direct opt-in from end-user. Verbal opt-in will be never allowed, and Marketing use case is prohibited) 2. Debt Forgiveness • Debt Consolidation • Debt Reduction • Credit Repair Programs

710

Reseller / Non-compliant KYC. Register the brand info, not the agency behind the brand.

Client that is sending the messages to end-user is the one who must be registered in TCR as Brand. Marketing agencies, 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 ermanent Decline reason and no resubmission will 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 attribute in TCR no matter the use case or objective for 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 ermanent Decline reason and no resubmission will be accepted

801

Not Sole Proprietor. Does not meet small business Sole Prop (EIN) criteria set by TCR and mobile carriers.

Clients that don't meet the criteria of a Sole Proprietor.

802

Sole Proprietor. Not yet authorized

Please contact support@bird.com

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 message or check box for end user to accept to receive SMS SMS. Reviewers expect to be able to find explicit wording such "by sharing your number you herby consent to receive SMS"

804

Unable to verify, need website / working website or complete CTA information if opt-in occurs outside of website

  1. CTA occurs on the website, but the website link is not added on the website field. Applies to broken links, 404 errors and wrong links.

  2. When there is no way to verify the business and CTA information is not clear enough to understand the business.

This can be solved by providing a correct link or, if consent collection occurs outside a public web page a screenshot of the consent wording.

805

Compliant privacy policy is required on website if used to collect mobile numbers.

Incomplete Privacy Policies when Phone Number is required in website. Privacy Policy must indicate information collect is not shared with 3rd Parties.

806

Unable to verify, needs compliant and accurate CTA information.

  1. CTA is inaccurate and does not explain where the customers opt into the campaign (website, verbal, written, etc.)

  2. When the opt in is on the website and there is no phone field to add the phone number.

This can be solved by providing a correct link or, if consent collection occurs outside a public web page a screenshot of the consent wording.

807

Unable to verify, inauthentic website

This can be solved by providing a correct link or, if consent collection occurs outside a public web page a screenshot of the consent wording. In the alter scenario link to to the

How to register a 10DLC campaign

Before you can register a 10DLC campaign, you'll need to register your brand.

  1. Go to Channels > Numbers > 10DLC Compliance.

  2. Click Create campaign.

  3. In the 'Campaign overview' section, enter the following information in the respective fields:

    • Campaign name.

    • Use case name.

    • Use case description.

  4. Click Save and continue.

  5. In the 'Campaign and content attributes' section, select at least one type of campaign by clicking the toggle to turn it on. You can select multiple campaign types.

  6. Click Save and continue.

  7. In the 'Sample messages and opt out' section, enter the following information in the respective fields:

    • Sample messages: Provide at least one, and up to five, example messages to demonstrate the type of content that will be sent as part of this campaign.

    • Message flow: Explain how customers will be opted into this campaign. If you have a live web opt-in provide the URL and ensure the page has details on the T&Cs/data collection for opting in, and how to opt out.

    • Opt out keywords: Provide a comma-separated list of keywords that customers can use to opt out of this campaign.

    • Opt out message: Provide an example of the message that will be sent after a customer has opted out.

    • Help keywords: Provide a comma-separated list of keywords that customers can use to request help in relation to this campaign.

    • Help message: Provide an example help message, stating the name of the service, contact (email or call center), OPT IN and OPT OUT keywords.

    • Opt in keywords: Provide a comma-separated list of keywords that customers can use to opt in to the campaign.

  8. Check the box that says 'I confirm this campaign will follow CTIA best practices and principles and will not be used for affiliate marketing'.

  9. Click Submit campaign registry.

You've successfully submitted your campaign for registration.

Delete inactive campaigns to avoid additional charges

If you are no longer using a campaign and want to avoid additional charges, it is recommended that you delete all SMS channels associated with the campaign.

This will cancel your recurring monthly subscription for your campaign and ensure that you are not fined by T-Mobile for having an active campaign with no messaging traffic.

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