Due to changes in the US A2P SMS and MMS market to eliminate unsolicited messaging traffic, all 10DLC campaigns must now be manually reviewed and approved by Vonage’s 10DLC compliance team. 

We strongly recommend creating campaigns at least 3 weeks in advance, following the compliance guidelines below, and ensuring all required information is provided at the time of registration.

Important Compliance Notes

• Vonage does not offer “shared” content provider messages over a single number.  If a reseller offers service to multiple customers, each customer needs to register their own 10DLC brand.  One brand can have multiple Use Case campaigns.
• All campaigns must satisfy opt-in consent disclosure requirements.  One exemption is for Two-Factor-Authentication (2FA), also known as One-Time-Password (OTP), if non-repeating. 
• All recurring messaging campaigns require an Opt-in Confirmation Mobile Terminated (MT) message.
• All campaigns must support responses to Mobile Originated (MO) messages containing keywords ("STOP" and "HELP").
• Customer websites must include a Privacy Policy and SMS Terms.  SMS Terms should be included in the T&Cs on the website.  If not currently existing, then include a paragraph that the customer will add.  Privacy Policy must indicate mobile number customer information will not be shared or sold to third parties.
• Custom branded domain URL shorteners are permitted.  Public URL shorteners are prohibited, such as bitly and tinyurl.
• Number pool requests are reviewed manually through a separate process.
• Campaigns that are related to gambling, cannabis, crypto and SHAFT will be rejected.

10DLC Campaign Requirements

1. Call-To-Action (CTA)
2. Consent Disclosure (Opt-In)
3. Mobile Originated Keywords for Opt-In, Opt-Out and Help (MO, Inbound Messages)
4. Mobile Terminated Messages (MT, Outbound Messages)
5. SMS Terms and Privacy Policy Requirements
6. Best Practice Guidelines

1. Call To Action (CTA)

The CTA is a description of the advertisement of the campaign.  It must be clear, detailed and inform the user about the program. The CTA must be provided in the 10DLC Campaign Message Flow attribute (API) or Subscriber Opt-in Flow field (Dashboard). 

The CTA must contain the following information (Brand Name, Campaign Description, Message Frequency disclosure, Pricing disclosure, Privacy Policy link and SMS Terms link).  Include link to view CTA when applicable.

• Brand Name (or DBA Name)
• Campaign Description 
  
  • Describes who the subscriber is (customer, employee, member, etc.).
  • Describes what the content is about (alert, 2-way conversation, link to URL, download, etc.).
  • Describes where consent is collected (online, Text-to-Join, live operator, point of sale, etc.).
  • Helpful to provide a monthly message volume forecast (10, 100, 1000, 10000, 100000 -> 5M+).
• Message Frequency disclosure
  • Select the option that matches the campaign best:
    • "Message frequency varies."
    • "One message per request."
• Pricing disclosure
  • "Message and data rates may apply" must be included.
• Privacy Policy & Terms and Conditions links
  • Must provide links to View our:
    • "Privacy Policy: https://www.example.com"
    • "SMS Terms & Conditions: https://www.example.com"

Online Example: "Geri's Limo: Conversational campaign with drivers and customers, promoted on flyers in coffee shops in the city. Message frequency varies. Message and data rates may apply. View our Privacy Policy: https://example.com and SMS Terms: https://example.com"

Text-To-Join Example: "Geri's Limo: Text JOIN to [Phone Number] to receive a link and visit our portal to get a ride. Message frequency varies. Message and data rates may apply. View our Privacy Policy: https://example.com and SMS Terms: https://example.com"

2. Consent Disclosure (Opt-In)

The message recipient must consent ("opt-in") to receive SMS and MMS messages before receiving the first message.  Opt-in must be captured and cannot only be in the Privacy Policy or Terms of Service. 

Opt-in consent disclosure must include a Brand Name, a statement which asks the recipient to agree to receive messages, the Message Frequency disclosure, the Pricing disclosure and both the Privacy Policy and SMS Terms links.  Include a link to view the Online URL when applicable.

Note - CTA and Opt-In may be separate or combined.

Message recipients may opt-in via several mechanisms:

Include all opt-in options in your Message Flow description:

• Online (website, mobile app, mobile browser)
  • Checkbox on a registration form and disclosures must be visible.

Example: "By entering your number, you agree to receive mobile messages. Message frequency varies. Message and data rates may apply. View our Privacy Policy:https://example.com and SMS Terms: https://example.com"

• Text-To-Join Keyword
  • A Text-To-Join keyword is optional.  Content providers may use other opt-in methods.
  • If using Text-To-Join, then provide the Mobile Originated (MO) keyword used to opt-in to the campaign.
  • Include campaign description, keyword(s) and disclosures.
    

Example: "Geri's Limo: Text “JOIN” to [Phone Number] to receive a link to our portal.  Message frequency varies.  Message and data rates may apply.  View our Privacy Policy: https://example.com and SMS Terms: https://example.com"

• Verbal
  • Provide a detailed text description, include the script.
  • Opt-in over the phone using a live representative or Interactive Voice Response (IVR).

• Paper Form
  • Provide a detailed text description.
  • Company opt-in on behalf of employees is valid if all devices are Company Owned and Paid.
  • Machine-to-Machine use cases may use this section to describe the application.

• POS
  • Provide a detailed text description.
  • Sign-up at a Point-Of-Sale (POS) such as a restaurant or auto service shop.

3. Mobile Originated Keywords for Opt-In, Opt-Out and Help (MO, Inbound Messages)

10DLC campaigns allow content providers to define which "keywords" they use to Mobile Originate (MO) messages.  Messages sent directly from the mobile handset trigger specific responses to the user.  There are three keywords to accommodate:

• If Text-To-Join opt-In is performed via SMS, then describe the Opt-In keyword(s) accepted.
  • "JOIN", START, YES are common keywords.  Multiple keywords can be used to support messaging to different groups.
  • If using multiple keywords to opt-in, please enter all the keywords, separated by a comma.
    • Example: "JOIN,START,YES,Y"

• Every 10DLC Campaign is required to support the STOP Opt-Out keyword.
  • "STOP" is the opt-out keyword that must be supported.  End, Cancel, Quit, Unsubscribe are optional.
  • Enter all the Opt-Out keywords, separated by a comma.
    • Example: "STOP"

• Every 10DLC Campaign is required to support the HELP keyword.
  • "HELP" is the keyword to get further information.
    
    • Example: "HELP"

4. Mobile Terminated Messages (MT, Outbound Messages)

10DLC campaigns send messages to recipients on multiple carriers. 

All messages should follow certain rules and comply to the CTIA guidelines. 

10DLC campaigns must also provide the automated messages triggered by the keywords for Opt-In, Opt-Out and Help.

Brand All the Messages Sent to Mobile Devices

All 10DLC campaign messages are required to include a Brand Name.  

• We suggest placing the Brand Name as the message header.  A message header containing the Brand Name beginning each outbound message shows consistency across all messages to users.
• Exemption for Conversational/Chat messages, where the Brand Name (message header) only needs to be included in the first message at the beginning of a session.
• If character count is available, add “Reply STOP to cancel” at the end of MT messages once per month to remain in compliance.

Example: At the start of every message sent to mobile devices, if the brand name is "Big Tires", the message header would include Big Tires, a colon and a space accounting for 11 characters ("Big Tires: ")

Content Message Samples

SMS (and MMS when applicable) campaign content message types must be provided.

• SMS campaign messages may include 2FA, alerts, conversations, marketing and other message flows. 
  • On samples, if character count remains available, add “Reply STOP to cancel” at the end of message.

• MMS multi-media messaging service campaign message types may include images, audio and video files and vcards.  *Support for MMS content type varies by carrier and device.
  • MMS campaigns must include a MMS upload file to view.

Opt-In, Opt-Out and Help Messages

Must provide samples of Mobile Terminated (MT) messages sent after a keyword is triggered by a mobile device.

• Opt-In Confirmation Message is required for all recurring message programs.
  • Opt-in confirmation message must contain the following information:
    • Brand Name.
    • Program description.
    • "Msg freq varies" (or "One mgs per request") disclosure.
    • "Msg&data rates may apply" disclosure.
    • "Reply STOP to end, HELP for help."
    • Note: Opt-in Confirmation MT is restricted to 160 characters.  If over 160 characters, then disclosures must be in the first message segment.

Example: "Geri’s Limo: Hello, click example.com to access status on your request. Msg freq varies. Msg & data rates may apply. Reply STOP to end, HELP for help."

• Opt-Out Message is required for all 10DLC Campaigns.
  • Opt-out confirmation message must contain the following information:
    • Brand Name.
    • Confirmation that the recipient "has successfully unsubscribed."
    • Confirmation that the recipient "will no longer receive any additional messages."
    • Opt-out must result in the subscriber being removed from that campaign.

Examples: "Geri’s Limo: You have successfully unsubscribed & will no longer receive any additional messages." 

"Geri’s Limo: You have successfully unsubscribed & will no longer receive any additional messages. Text HELP for assistance or JOIN to rejoin." 

• Help Message is required for all 10DLC Campaigns.
  • Help confirmation message must contain the following information:
    • Brand Name.
    • Customer Support contact information
      (phone number, email address, or URL leading directly to the support page).

Example: "Geri’s Limo: For support, please visit www.website.com, or contact us at care@email.com, or call 1-XXX-XXX-XXXX."

5. SMS Terms and Privacy Policy Requirements

All 10DLC campaigns must have SMS Terms published on their site.

The Terms and Privacy Policy pages must be live in production. Mock-ups can be submitted if SMS language is not yet in production.

Message recipients may be presented with a single link for SMS Terms and Privacy Policy, as long as both are reachable from that page.  For example, the SMS Terms link is provided to the subscriber in the CTA and Opt-in disclosure, and the Privacy Policy link is accessible from that page (or vice versa). 

SMS Terms Requirements

10DLC campaigns must have SMS Terms which contain the following information:

• Company / Brand Name (including DBA names) 
  • All the names must be listed in the SMS Terms.
  • Example: "Geri's Limo", also known as "Geri Limousine Services, LLC"
• Program Description
  • Provide detail about the different 10DLC campaigns launched.
• Message Frequency expectation
  • How often should the recipient expect to receive messages?
  • Example: "Message frequency varies." or "One message per request."
• Pricing disclosure
  • "Message and data rates may apply." must be visible on the page.
• Help and Stop Keywords
  
  • "Text HELP to [number] for help." (according to the campaign details).
  • "Reply STOP to cancel." (cancel, end and opt-out are interchangeable).
• Carrier Disclaimer
  • "Carriers are not liable for delayed or undelivered messages." must be visible on the page.

Example: "Geri’s Limo, also known as "Geri Limousine Services, LLC" offers the option to our customers to engage in conversations with drivers to provide fast solutions.  Message frequency varies.  Message and data rates may apply.  Text HELP to [Number] for help. Reply STOP to cancel. Carriers are not liable for any delays or undelivered messages."

Privacy Policy Requirements

10DLC campaigns must have a Privacy Policy which complies with the following:

• Privacy Policy must be clear that opt-In consent data, mobile numbers and personnel information will not be shared or sold to third-parties.

6. Best Practices Guidelines

We recommend adherence to the following principles when preparing to send messages over 10DLC numbers in the US.

• Disallowed Sending Practices
  • If a message sender is observed performing any of the disallowed sending practices (continuing to send to opt-out customer, opt-out avoidance, or any type of multiple content providers sending from a single number) then a review may be performed of the business and number and may result in the deprovisioning of sending rights for a registered phone number.

• Disallowed Content Policy
  • 10DLC traffic must adhere to CTIA guidelines. Specific content is prohibited from being routed over the 10DLC messaging network and content filtering includes, but is not limited to, gambling, vaping, illegal drugs, profanity and SHAFT (sex, hate, alcohol, firearms, tobacco).
  • For more information   CTIA-Messaging-Principles-and-Best-Practices-FINAL-190719.pdf

• Restricted Campaign Types
  • The following content categories have been identified as potentially harmful or deceitful to message recipients and will not be supported on the 10DLC messaging network.  These categories are subject to change and traffic in other categories that are not listed may also be filtered without notice.  Message senders are expected to enforce restrictions on their systems to prevent messages containing the content types described below.  If messages are sent to the network containing disallowed content, we reserve the right to block these messages and place restrictions on the number.
    • High-Risk Financial Services • Payday/Cash Advance Loans • Short Term Loans (unless from direct lender bank) • Auto Loans • Mortgage Loans • Student Loans • Debt Collection (unless for company sending message) • Lead or Commission Generation • Tax Relief Programs • Cryptocurrency
    • Get Rich Quick Schemes • Deceptive Work from Home Programs • Secret Shopper Ad Campaigns • Risk Investment Opportunities • Multi-Level Affiliate Marketing • Gambling/Sweepstakes
    • 3rd Party • Debt Collection or Consolidation • Debt Relief or Reduction • Debt Forgiveness • Credit Repair • Lead Generation • Generic Job Alerts
    • Controlled Substances • Tobacco • Vaping • Cannabis/CBD • Illegal Drugs
    • SHAFT • Sex, • Hate Speech • Alcohol • Firearms • Tobacco • Profanity
    • Scams • Phishing • Fraud • Spam • Deceptive Marketing
    • Charity • Giving Donations (case by case)

         Note, Vonage reserves the right to terminate any non-compliant campaign without notice.          v1.9