GETTING STARTED WITH
THE CAMPAIGN REGISTRY
What is the Campaign Registry?
The Campaign Registry is a centralized, trusted access point to key information about messaging campaigns. It was created to regulate the telecommunication industries, including SMS services, and to prevent robocalls, spam texts, and to make opt-outs for messaging an industry standard. We facilitate the registry submission on behalf of our customers, streamlining the process to relieve them of the administrative burden. However, it's important to note that the ultimate responsibility for successful registration lies with the customer. We do not establish the regulations, nor do we possess the authority to grant or reject any submissions. These decisions are made by an independent entity with which we must collaborate, as it is a prerequisite for every carrier. While we exert our utmost efforts to secure approvals, it's essential to understand that we have no direct control over the outcomes.
What is the A2P/10DLC Brand and Campaign Registration For?
A2P or “Application-to-Person”, is when a business sends automated SMS or MMS messages to a person or a group of people. It is also known as business text messaging, business SMS, or enterprise SMS.
10DLC or “10-Digit Long Code”, is a service offered by major US carrier networks specifically designed for A2P messages using long codes.
If you use these services or wish to use these services, you will need to register for a Brand and Campaign ID.
The
registration link is at the bottom of this page. Please read through all the requirements and
ensure you have a good understanding of the process before you begin
registering for your Campaign ID.
The Two Types of Campaigns
Standard 10DLC use cases are generally available to any brand qualified for registration with TCR and typically won’t require pre-or-post registration approval from carriers. Since these campaigns are preapproved, they typically can be implemented immediately after registration. The message throughput rate for standard 10DLC use cases directly depends on the brand’s Trust Score. Standard Use Cases are generally available to TCR-registered Brands, meaning that approval for a Campaign will most probably not require pre/post-registration approval from the MNOs.
*Standard Campaigns typically take less time to process.
Standard 10DLC campaign use cases include:
· 2FA (Two-factor authorization): Passcodes used for authentication, verification, or access validation.
· Account Notifications: Standard notifications for account holders relating to their account.
· Customer Care: All customer care interactions, such as account management and customer support
· Delivery Notifications: Notifications of delivery status for a product or service
· Fraud Alert Messaging: Notifications concerning potentially fraudulent activity in a customer’s account.
· Higher Education: Messaging from school districts, colleges, universities, or other higher education institutions
· Low Volume Mixed: Messages from brands (typically test or demo accounts or small businesses such as a doctor’s office or pizza shop) that have multiple use cases with meager messaging throughput requirements.
· Marketing: Messages with marketing or promotional content
· Mixed: Campaigns containing 2 to 5 standard use cases
· Polling and voting: Non-political surveys, polling, or voting campaigns.
· Public Service Announcement: Informational messages that aim to raise an audience’s awareness about important issues.
· Security Alert: Notifications that the security of a software or hardware system may have been breached, and immediate action is required.
Special 10DLC use cases require vetting or approval by carriers but may provide higher message throughput and lower fees than standard use cases. Your actual message throughput will depend on your brand Trust Score and the specific use case you’re running. Because of the additional scrutiny applied to particular use cases, approval may require several weeks. Some special use cases are available only to specified types of organizations.
*Special Use Cases can take longer to process than a Standard Campaign.
Special 10DLC campaign use cases include:
- Agents, franchises, and local branches: Messaging from organizations with independent agents, franchisees, or regional branch offices under their corporate umbrella but requiring individual numbers and messaging for each agent or franchise. Examples include insurance and real estate agencies with multiple locations and multiple agents who each engage in their text message communications. Only the brand’s corporate office, not any agents or sub-organizations, can register for this campaign.
- Charity / 501(c)(3) Nonprofit: Limited to registered 501(c)(3) nonprofit charities that provide help or raise money for those in need. Religious organizations are excluded. A check is made at registration to verify that the brand is registered as 501(c)(3) by the IRS.
- Emergency: Notifications that support public health and safety during emergencies. For example, a local government might send evacuation notices to the populace when a hurricane is approaching. This use case can only be used by city, county, state, or federal government entities and organizations working under contract with such entities.
- K-12 Education: Messaging that supports virtual learning and communication between students, teachers, and parents from grades K-12 and distance learning centers. Not for Post-Secondary schools.
- Political: Messaging is designed to aid organized groups in exerting political influence over specific target populations. For example, a party might send texts encouraging recipients to vote for their candidate. It can only be used by groups registered as 527, 501(c)(4), 501(c)(5), and 501(c)(6) nonprofits.
- Proxy: For peer-to-peer app-based group messaging with proxy or pooled numbers. Examples include companies like Airbnb, Uber, Lyft, Door Dash, etc.
- Social: Messages between public figures or media influencers and their followers. Examples include social media influencers and content creators messaging their followers.
- Sweepstakes: Sweepstakes-related messaging such as, for example, notification of prize giveaways at a local shopping center.
Before mounting any 10DLC text messaging campaign, you should carefully review the standard and special use case category descriptions and eligibility requirements to ensure that your messages meet the criteria for the associated use case.
Potential Issues Resulting in Campaign
Rejections
Since January 31st, 2023, campaigns for qualified brands undergo a mandatory vetting process to ensure they adhere to the appropriate carriers’ code of conduct.
Mobile Network Operators can reject or suspend a campaign if it doesn’t
comply with the guidelines for that campaign, resulting in the linked 10-digit
long numbers being blocked.
The following message categories are prohibited for SMS and MMS:
· High-risk financial services
· Third-party lead generation
· Debt collection and forgiveness
· “Get rich quick” schemes or multi-level marketing.
· Illegal substances
· Gambling
· Sex, hate, alcohol, firearms, and tobacco (SHAFT)
· This section should contain a clear and concise description of how an end user signs up to receive messages. Opt-in must be 1 to 1, can’t be shared with third parties, and cant be implied. It must be clear, conspicuous, and can’t be obscured within the terms and conditions and/or other agreement(s).
·
Opt-in
is required for all messaging, including internal employee communication. In this case, please provide some sort of
consent that employees opt in to receiving the communication.
· Acceptable opt-out language must include at least one of the following words: end, stop, unsubscribe.
· Please ensure that at least one of your sample messages shows your opt-out message.
· Please make sure to include any website or online presence you have. This can include a social media page, as long as our aggregator can access it and verify the business is who they say they are. If there’s prohibited content on your website (see above), the campaign will be rejected.
· Make sure you’re following proper Know Your Customer (KYC) guidelines for the campaign. The brand needs to reflect who will be sending the message to the customer, not the software behind the delivery.
Remember that the
brand is the message sender. The
Employer Identification Number (EIN) and company information should reflect the
message sender, not you as the reseller.
· Please make sure your content attributes are correct while setting up your campaign.
· Note: These fields can’t be changed, so you will have to submit a brand-new campaign if you’re rejected for any of these reasons.
CTS Examples / Examples of how to get users to opt in:
- Entering a phone number through a website
- Example: Customers opt-in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from the example brand.
- Clicking a button on a mobile webpage.
- Sending a message from the consumers mobile device that contains an advertising keyword.
- Example: Consumers opt in by texting START to (111)222-3333.
- Important: If the consumers can opt in by texting a keyword, the response should include the brand name, confirmation of opt-in enrollment to a recurring message campaign, how to get help, and a clear description of how to opt out.
- Initiating the text message exchange in which the message sender replies to the consumer only with responsive information.
- Signing up at a point-of-sale (POS) or another message sender on-site location.
- Opting in over the phone using interactive voice response (IVR) technology.
- Example: “You are now opted-in to our platform notifications. For help, reply HELP. To opt out, reply STOP.”
What happens if my special campaign is not approved? What is my next step?
The current process is that when a carrier denies a special campaign, the carrier could provide a reason. If you believe your campaign was denied in error, please contact your connectivity partner to request an appeal.
Ready to Get Started?
Upon reviewing this information to enhance your comprehension of how to complete the Campaign Registration Form, kindly proceed by clicking the link below to commence the form-filling process.
This form serves for both initial Brand and Campaign registration, as well as supplementary Campaign registrations for an established company's Brand. Please note that only one campaign can be registered per form submission.