A2P In Depth Tutorial!
New regulations for A2P 10DLC campaign approval require stricter compliance, ensuring proper opt-in processes, clear message content, and accurate brand representation. Follow this guide to increase your chances of approval and avoid rejection.
What is A2P 10DLC?
A2P (Application-to-Person) 10DLC is a messaging framework for businesses using long-code numbers to send text messages in the U.S. To ensure compliance, all campaigns must now go through a manual vetting process.
To improve your chances of approval, follow these key guidelines.
Best Practices for A2P Campaign Registration
1. Obtain Proper User Consent
Before sending messages, ensure users explicitly opt in. Your opt-in process must be verifiable and meet the following requirements:
Clearly state what users are subscribing to.
Identify the organization sending messages.
Provide opt-in disclosures (e.g., message frequency, opt-out instructions, data rates).
Host opt-in proof on a publicly accessible website (e.g., a screenshot of the consent form).
Example Opt-in Message:
"By signing up, you consent to receive text messages from [Brand Name]. Message frequency varies. Reply STOP to opt out. Message and data rates may apply."
2. Write a Clear Campaign Description
Your campaign description must include:
A detailed objective of the campaign.
An explanation of user interactions after opting in.
A list of use cases for the messages being sent.
Avoid vague descriptions like:
"We send messages to customers."
This will lead to rejection.
3. Ensure Your Terms & Conditions Are Publicly Accessible
A Terms & Conditions page should be hosted on your website. It must include:
The privacy policy.
Opt-out instructions.
Contact details for customer support.
4. Send a Confirmation Message After Opt-In
All opt-in methods require a confirmation message. This message must include:
Brand name or product description.
Opt-out instructions.
Customer support contact information.
A disclosure about message frequency and potential data rates.
Example:
"You are successfully subscribed to [Brand Name] alerts. Msg & data rates may apply. Reply HELP for help, STOP to opt-out."
Types of Opt-In Methods
1. Verbal Opt-In
This is collected via a phone call or interactive voice response (IVR). It must be well-documented and verifiable.
Example Script:
"To receive automated text alerts, reply YES. Msg & data rates may apply. Reply HELP for help, STOP to opt-out."
2. Web Form Opt-In
If users opt in via a website form, ensure:
The consent checkbox is not pre-checked.
Opt-in language is separate from other policies.
All disclosures are included.
3. Paper Form Opt-In
Users fill out a physical form providing consent. Upload a scanned copy to a publicly accessible site for verification.
4. Text Message Opt-In
Users text a keyword (e.g., START) to opt in. Ensure you provide a screenshot of the opt-in method for verification.
5. QR Code Opt-In
A QR code directs users to an opt-in form or messaging app. If linked to a web form, follow web opt-in guidelines.
Double Opt-In (Recommended)
Double opt-in requires users to confirm their subscription twice, reducing spam complaints and improving compliance.
How it Works:
User Opts In – A customer submits their phone number via text or form.
Confirmation Request – A message asks them to confirm by replying “YES.”
Final Confirmation – Once they reply “YES,” they’re fully subscribed.
Example:
"Reply YES to confirm your subscription to [Brand Name] alerts. Msg & data rates may apply. Reply STOP to opt out."
Required Sample Messages
When submitting your campaign, provide at least two sample messages that:
Accurately represent your campaign.
Identify the sender (brand name).
Include an opt-out option.
Use brackets for placeholders in templated messages.
Example:
"Your order from [Brand Name] is on its way! Track it here: [Tracking Link]. Reply STOP to unsubscribe."
Rejected Example:
"Your order is coming soon!" (Does not identify sender, lacks opt-out option)
Avoid These Common Rejection Reasons
1. Inconsistent Branding
Ensure brand name, website, and sample messages match.
Example:
Brand Name: Acme Inc.
Website: www.acme.com
Sample Message: “Your OTP from www.acme.com is 123456.”
Rejected Example:
Brand Name: ABC Marketing
Website: www.acme.com
Sample Message: “Your OTP from www.randomsite.com is 123456.”
2. Invalid Website URL
Your website must be live and accessible. If opt-in is behind a login, upload a screenshot to a publicly accessible site.
3. Incorrect Campaign Use Case
Select the correct campaign type. For example, don’t register a “Marketing” campaign if you’re sending OTP messages.
4. Missing Opt-Out Keywords
Include opt-out keywords such as STOP, UNSUBSCRIBE, END, and QUIT.
Example:
"Reply STOP to unsubscribe."
5. Missing Help Keywords
Provide keywords like HELP or SUPPORT and ensure your help message includes contact details.
Example:
"Acme Inc: Need help? Visit www.acme.com or call (123) 456-7890."
Final Steps Before Submission
Before submitting your campaign, ensure:
The brand name, website, and sample messages are consistent.
Your opt-in method is well-documented.
A Terms & Conditions page is publicly accessible.
Sample messages are complete and include opt-out language.
Opt-in confirmation and opt-out messages meet compliance standards.
By following these steps, you improve your chances of approval and avoid unnecessary rejections.
