A2P 10DLC Campaign Approval Best Practices

A2P Campaigns have to go through a manual vetting process. The aim of this process is to make sure that your Campaigns meet the required criteria for approval.

To increase the chances of your Campaigns getting approved during this vetting process, it's important to follow these best practices when submitting new Campaigns.

It's essential to ensure that your A2P Campaign does not include any prohibited content, such as cannabis-related material, hate speech, and so on.

Opt-In Guidelines

When you submit your account for A2P approval, it's crucial to provide comprehensive details that help understand what the end user will experience, especially considering that testing the Optin functionality might not be feasible.

For instance, instead of stating "End users opt-in by contacting us via telephone, email, chat, messenger, etc.," which could lead to rejection, you can provide an alternative approach such as: "Our end users visit www.youroptinpage.com, where they find a form requesting their name, email address, and phone number to book an appointment on our calendar. The form also includes a disclaimer informing them that we will only use their details to send appointment reminders and not for any spamming purposes.". 

By offering such specific information, you increase the likelihood of a successful approval process.

Here are some recommended guidelines:

1. Website opt-in: Incorporate a user-friendly form on your website where clients can easily input their phone numbers and explicitly agree to receive messages from your company. Clearly communicate that by submitting their phone number, they are consenting to receive your messages. Additionally, it is recommended that you include a checkbox that allows clients to indicate their agreement but not mandatory

2. Website Posting (Support): Display your phone number prominently on your website, making it easily visible and accessible to customers. This can be accomplished by placing it on support pages, contact sections, or using call-to-action buttons. Clearly state that customers can use this phone number to opt-in and receive messages.

3. Keyword or QR Code Opt-In: Utilize specific keywords or QR codes that customers can use to opt-in for messaging. Promote the keyword or display the QR code in your advertisements, social media posts, or physical marketing materials. Provide clear instructions to customers, directing them to text the keyword or scan the QR code to opt-in for messaging.

Ensure data accuracy and consistency

Here are some important guidelines to ensure a successful campaign approval:

1. Maintain consistency in brand, website, and sample messages
   • If your brand name is Acme and your website is www.acme.com, make sure your sample messages reflect the same brand and website. Avoid mentioning unrelated brands or websites, as it may lead to rejection.
2.  Maintain consistency in sample messages and use cases
   • When registering a marketing campaign, ensure that the sample messages align with the intended use cases. Inconsistent or misleading sample messages may result in campaign rejection. 
3. Ensure consistency in email domain and company name
   • If you register a brand as LeadConnector Inc, make sure to provide an email address that corresponds to your registered company. Using generic email domains like Gmail for well-known corporations may lead to rejection. Please note that this applies mainly to large, established companies with dedicated email domains.
4. Submit real, working websites
   • If you indicate that customers opt-in to your messages via a website, ensure that the provided website address is functional. Submitting a non-working website may result in campaign rejection.
5. Register the actual brand you're sending messages for
   • If you're an ISV (Independent Software Vendor) and register a brand with your company's information, ensure that you only send messages on behalf of the registered brand.
      
     Sending messages to other customers or unrelated entities may lead to rejection. For example, if you register your brand as a "dental consulting agency", your message will be rejected if you try to send texts for an "office cleaning service".
6. Minimize duplicative brands and campaigns
   • Creating excessive brands with the same EIN (Employer Identification Number) or multiple campaigns with identical attributes may be perceived as high-risk and could result in campaign rejection. Try to keep the number of duplicative brands and campaigns to a minimum.
7. Indicate templated fields in sample messages
   • If you plan to use templated messages (Messages containing custom values), it's helpful to identify the placeholders within the sample messages using brackets. This allows reviewers to better identify which parts of the message are templated.
      
     For example, you can write: "Dental check due for [Mary Doe]. Visit [www.contoso.com] to schedule an appointment or call [123-456-7890]."
      

Following these guidelines will increase the chances of your campaign being approved smoothly.