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10DLC Compliance is based on the CTIA Messaging Principles and Best Practices document.  By complying with the principles in this document, your campaigns should run without issue.  The Campaign Registry (TCR) has also outlined requirements for campaign submission as well. 


Below are some specific requirements you must apply to Campaigns you are bringing onboard. Think of this as a checklist of things you should comply with in order to keep your messaging from getting flagged as spam.  While it may not work 100% of the time, following these practices will give you a better chance of not being flagged. 

If your 10DLC Campaign has significant Reported End User Complaints some Wireless Operators may slow down or Suspend your Campaign or Numbers to prevent unwanted messaging on their network.  

Call to Action/Message Flow: 

  • Clear, understandable Program Description, does it match supplied sample messages? 
  • Message frequency (#msgs/mo, msg frequency varies, recurring messages, etc.) (Only required for recurring message programs)
  • Link to Terms & Conditions and Privacy policy. 
  • “Message and data rates may apply” disclosure. 
  • Opt-Out instructions (Reply STOP to Opt-out)
  • HELP instructions (Reply HELP to receive help)
  • Per TCR (The Campaign Registry) Call-to-Action definition: This field should describe how a consumer opts-in to the campaign, therefore giving consent to the sender to receive their messages. The call-to-action must be explicitly clear and inform the consumer of the nature of the program. 
    • Please include a direct link or image attachment showing the point of opt in within the CTA/Message Flow section.
      • NOTE: If full SMS disclosures are shown in the attached CTA image, it does NOT need to be written in the CTA field/explanation. 
    • If it's a verbal opt in, a script must be provided including all SMS disclosures. 

Opt-in confirmation MT: 

  • Program (brand) name 
  • Opt-out information (reply STOP to stop) 
  • Customer care contact information (Reply HELP for help) 
  • Message frequency (#msgs/mo, msg frequency varies, recurring messages, etc.) 
  • “Message and data rates may apply” disclosure. (Only required for recurring message programs)

Example Content Message requirements: (called "Sample Messages" per TCR) 

  • Ensure the Program (brand) name is included in the message. 
  • When registering a campaign in TCR and choosing the "Mixed" use case, please provide examples of each sub use case selected.  


  • Program (brand) name 
  • Additional customer care contact information (can be phone number, email address and/or URL that leads directly to a support contact page) 


  • Program (brand) name 
  • Confirmation that user has unsubscribed AND no further messages will be delivered.

Privacy Policy: 

  • Must be clear that end user’s personal info will not be shared or sold to third parties for the purpose of marketing.  Example statement: “No mobile information will be shared with third parties/affiliates for marketing/promotional purposes. All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties." 
  • If for any reason a Privacy Policy doesn't exist, the no sharing disclosure above CAN be presented upon opt in within the CTA and included at the end of the SMS disclosures. 

Terms & Conditions:

  • Brand Name or DBA, Pricing Disclosure, Message Frequency and Carrier disclaimer, "Reply Help for help. Reply STOP to opt out. [Link to Privacy Policy.]" need to be presented in either the Call to Action or the Terms and Conditions. 

Reference article - CTIA Messaging Principles and Best Practices - Sinch Community - 7087

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Last update:
‎04-17-2024 12:37 PM
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