Quick access:

• Context
• Opt-in message
• Opt-out message
• Help message
• All other messages

Context

When sending messaging traffic in the United States via an application or an API, you need to register a 10DLC brand and 10DLC campaigns. The numbers used to send the traffic will then need to be linked to the relevant campaign.

Note that only outbound messaging traffic is required to comply with the 10DLC regulation. If you need a U.S. number for inbound messaging only, or for voice calls only, you do not need to register to 10DLC. When sending messaging traffic over a number linked to a 10DLC campaign, the traffic needs to comply with the 10DLC requirements as well as the CTIA guidelines. The traffic sent on those numbers will be throttled and pass-through fees will be applied per the carriers delivering those messages to the recipient. All 10DLC numbers must handle opt-out and help mechanisms to allow subscribers to stop receiving further messages, or request assistance relative to a campaign.

Opt-in message

For each of your 10DLC recurring campaigns (except for the 2FA use case), you must ensure that the very first message sent to your subscribers provides the following information:

• The brand name
  The brand name must appear exactly as described in your campaign message flow
• The program (or campaign) description
  A short description of the traffic sent to subscribers
• A message frequency disclosure
  “Msg freq varies”, “One msg per request”, “One recurring weekly message” etc.
• The “Messages & data rates may apply” disclosure
  “Msg&data rates may apply”
• A description of the opt-out mechanism
  “Text STOP to stop”
• A description of the help mechanism
  “Text HELP for help”

Note: if your opt-in confirmation message is longer than 255 characters, you must ensure that all the legal disclosures are sent in the first message segment.

Opt-out message

When a subscriber replies "STOP", or any other opt-out keyword defined when registering your campaign, you must ensure to remove the subscriber from the list of recipients for that campaign. 

The opt-out message automatically sent to the subscriber must contain:

• Your brand name
• A confirmation of the removal of the subscriber from the campaign
• A confirmation that the subscriber “will no longer receive any further messages”

Help message

When a subscriber replies "HELP", or any other help keyword defined when registering your campaign, you must ensure that a message is sent to the subscriber with the following information:

• Your brand name
• A phone number, email address or link to a customer care or support page for your brand

All other messages

All messages sent over the 10DLC network must comply with the CTIA guidelines. We also recommend you to follow those principles when sending messages to subscribers:

• Adhere to the message flow (call-to-action) outlined during the campaign registration
• Adhere to the campaign use-case, as well as the sample messages when possible
• Include a header containing your brand name to all the messages sent
  Some exceptions are possible (e.g. conversational messages, proxy use case) - in this situation, you should only include the header on the first message
• If character count allows, include the opt-out mention at the end of your messages
  Include "Reply STOP to cancel" at least once a month to your messages to remain compliant
• Disallowed sending practices
  10DLC brands, campaigns and numbers may be suspended, terminated or deprovisioned if a message sender is found performing any of the disallowed sending practices. Those include:
  • Continuing to send messages to opted-out subscribers
  • Avoiding the opt-out mechanism
  • Sending content from multiple providers (brands) from the same number(s)
• Disallowed content policy
  All your 10DLC traffic must adhere to the 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)
• Restricted campaign types
  Specific content categories have been identified as potentially harmful or deceitful to consumers and will not be supported on the 10DLC network. These categories are subject to change. Sending traffic in other categories (not listed in your 10DLC campaign) may be filtered without notice. You are expected to enforce restrictions on your systems to prevent messages containing disallowed content; we reserve the right to block or place restrictions on the numbers should violations occur. Those are the disallowed content categories:
  
  • High-risk financial services
    Payday/cash advance loans • Short term loans (unless from direct lender bank) • Auto loans • Stock alerts • 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)

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