10 DLC - Campaign registration guide
- Before you begin
- Campaign overview
- Campaign status
- Campaign registration
- Step by step guides
- What happens next?
This guide outlines what you need to know about campaign registration for 10DLC messaging. For guidance on registering your brand(s), you can review our brand registration guide or more generally our 10DLC guide of guides.
Before you begin
Please make sure that you have registered a 10DLC brand.
In order to be able to register a 10DLC campaign, your brand needs to meet the relevant verification requirements for the campaign use case you want to create. When you have a brand properly verified for your campaign use case, make sure you can provide all the 10DLC campaign requirements. We recommend every customer to apply for an external vetting in order to unlock most campaign use cases and allow your brand and campaigns to benefit from the highest throughputs possible for your brand.
If you are using our public APIs to register your campaign, you must call the qualification endpoint to enable your brand to create a campaign for a specific use case.
10DLC campaigns allow carriers to understand the purpose of the messages originating from the numbers assigned (linked) to that campaign. Campaigns have a minimum duration of three (3) months. They renew automatically until canceled, and are billed on a quarterly basis. The Campaign Registry (TCR) does not offer refunds, so when requesting the cancellation of a campaign, you have a choice to either immediately cancel the campaign (without refund) or to keep the campaign active until the next billing period. Canceling a campaign cannot be reversed.
Campaign applications go through several reviews to confirm that the required information is provided. These reviews have increased the processing time, so we advise you to submit your campaign applications two (2) weeks in advance to avoid disruption.
Once the campaign has been approved, you can start linking numbers and sending traffic to your subscribers.
|Pending Review||Your campaign is with our compliance team for review and approval|
|Updates Required||You are required to make changes to your pending campaign. Please go to our dashboard or use our public APIs to update the campaign accordingly|
|Carriers Review||Your campaign has been approved by Vonage and is now being reviewed by our partners & carriers|
Your campaign is now active. You can link numbers and start sending traffic
|Pending Cancellation||Your campaign will remain active until the next billing period, which will mark the end of your paid subscription|
|Canceled||Your campaign is now canceled. Please create a new campaign if you wish to resume traffic for this program|
|Suspended||Your campaign has been suspended due to a possible violation with 10DLC T&Cs. Our teams may reach out to you or terminate your campaign upon their review|
|Terminated||Your campaign has been terminated due to a confirmed violation with 10DLC T&Cs. For more details, please check the reason provided in the events section|
The campaign use case determines the nature of the messages you will send to your subscribers. This campaign use case will have an impact on the information that needs to be provided for the program. Some use cases require you to elect sub-use cases.
Note that the campaign use case will also determine the subscription cost to run the campaign, and will be used alongside your brand vetting score to define the maximum throughputs allowed by the carriers.
Please check our article to understand all the 10DLC campaign use cases available to you.
In this section, you will need to provide these important details about your campaign:
- Reseller ID
Campaign name / Campaign label
This is an alphanumeric name you can give to your campaign. This allows you to easily recognize each of your campaigns.
This field must contain at least 40 characters and provide a description of the campaign.
Campaign reseller ID
If you are registering 10DLC brands and campaigns on behalf of your customers, or leveraging our APIs to allow your customers to register their brands and campaigns using your portal, you are required to request a reseller ID, and to add this reseller ID to all your campaigns. Please check this guide for more details.
Also known as "Call-to-Action" (CTA), this field is highly scrutinized by the carriers during the review phase. The message flow must contain the following information about your campaign:
- The brand name (or "Doing Business As" (DBA) name)
- The campaign description (provide a description of each enrolling options if applicable)
- Describe who the subscriber is
a customer, an employee, a member, etc.
- Describe what the content is about
alerts, 2-way conversations, links to an URL, etc.
- Describe where consent is collected
online form, text-to-join flow, live operators, point of sale, etc.
- Describe who the subscriber is
- Message frequency disclosure
"Message frequency varies.", "One message per request."
- Pricing disclosure
"Message and data rates may apply"
Please note that all of these elements must be provided for every campaign registered. Our compliance team will review each application and might request you to update your campaign to comply with this requirement.
Example 1 - Online consent model:
Example 2 - Text-to-join consent model:
Check this article for more information about the 10DLC campaign requirements (2023).
You must now provide the opt-in, opt-out and help information for your campaign.
Coming soon: Vonage will soon offer a service called "Opt-Out Assist". This feature will handle the opt-in, opt-out and help flows for our customers. The feature will be enabled by default, but will be able to disable if you have implemented your own mechanism. Please reach out to your account manager or open a support ticket with any question.
Each opt-in, opt-out and help elements have three components:
- A boolean
This confirms if the mechanism to handle the opt-in / opt-out / help flow is in place
- A keyword field
This allows you to add custom keywords to trigger the flow.
The default opt-out keyword is "STOP", adding a custom keyword will not replace it.
The default help keyword is "HELP", adding a custom keyword will not replace it.
- A message field
This is the message sent to your subscribers automatically when a keyword is received, to confirm the subscription, the un-subscription or provide help
Note: The opt-in, opt-out and help messages are also subject to scrutiny from the carriers and must adhere to the CTIA guidelines. Please check this page for more information.
Important: The opt-in flow is required for all recurring campaigns or if you allow your subscribers to enroll via text message.
The opt-in message must have:
- Your brand name
- The campaign description & confirmation of subscription
- The message frequency to expect
- A description of the opt-out and help mechanisms
- The "messages and data rates may apply" disclosure
Important: If your message is longer than 255 characters, the disclosures must appear in the first segment of the message. Short URLs are prohibited.
Example: "Geri’s Limo: Hello, welcome to our campaign. Msg freq varies. Msg & data rates may apply. Reply STOP to end, HELP for help. Please visit www.example.com to access your account."
The opt-out message must have:
- The brand name
- A confirmation of the un-subscription
- The information that the customer will not receive any further messages
If you have disabled the Opt-Out Assist feature, make sure that any future message to this subscriber will be blocked unless they rejoin the campaign.
Example: "Geri’s Limo: You have successfully unsubscribed & will no longer receive any additional messages." [optional: "Text HELP for assistance or JOIN to rejoin."]
The help message must have:
- the brand name
- customer contact information
email address, phone number or URL leading directly to a support page
Note: Every campaign is allowed to share a URL in this message, disregarding having enabled the Embedded URL feature for the campaign. Short URLs are prohibited.
Example: "Geri’s Limo: For support, please visit www.website.com, or contact us at firstname.lastname@example.org, or call 1-XXX-XXX-XXXX."
You can provide a few examples of the messages you will send to your subscribers here. Depending on the use case of your campaign, you may be required to provide from 1 to 3 sample messages.
Templated messages are not advised as they can be rejected by the carriers:
Instead of: "Dear [customer name], your order [order number] has been received."
Write: "Dear Alex, your order 12345 has been received."
Note: All our 10DLC campaigns are enabled to send MMS messages. However, we do not currently offer the option to attach media files to sample messages. Be assured that this does not impact your campaign in any way.
Direct landing (loan arrangements)
Will you send messages related to loans and financial lending services to your subscribers. These types of messages are more likely to be identified as spam, please tick the box when registering your campaign to ensure the carriers are aware that those messages are to be expected.
Age gated content
Will the messages you send fall under the scope of CTIA guidelines around age-gated content? If so, please make sure to tick this box to ensure the carriers can filter messages delivered to underaged subscribers.
Embedded phone number
Will you send phone numbers in your messages? Text messages containing phone numbers are at a higher risk of being labeled as spam, so enabling this feature will reduce the risk of your messages being filtered. You do not need to enable this feature if you only send a phone number to your subscribers in your automated help message.
Similarly, URLs in messages are potential spam risks. Enabling this option will reduce the risk of your messages being filtered. Note that short URLs are prohibited for all text messages.
10DLC terms & conditions
At the end of the registration process, you are required to confirm that you accept the terms and conditions of 10DLC. These terms are dynamically provided by TCR. Currently, they only consist of a one line text: "I confirm that this campaign will not be used for Affiliate Marketing."
At the end of the registration journey, we will expose a recapitulative of the campaign you registered, accompanied with the detailed pricing the registration will incur.
Step by step guides
This article provides a step by step guide to register a campaign via our dashboard.
This article provides a step by step guide to register a campaign using the API.
What happens next?
Your campaign application has now been received and will be reviewed by our compliance team. Once the campaign has been approved by our compliance team, we will send it to our partners and carriers for their review. Please keep an eye on the campaign status in case we need you to amend your application in order to comply with 10DLC requirements.
Once all the reviews have been approved, your campaign becomes active and you can start linking numbers and sending traffic for this program.
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