10DLC Compliance Requirements and Guidance

[David_Schwind]

10DLC Brand & Campaign Compliance Overview

Before you launch your 10DLC message program, Sinch must review your campaign and brand. We make sure your message program aligns with carrier and industry requirements. Principally we look for alignment with the CTIA Messaging Principles and Best Practices document. 

For Sinch to approve your 10DLC campaign, you will need to:

• Identify the campaign use case. It should not be a prohibited use case in North America. (Read more about Sinch's Disallowed Content Policy)
• Describe in detail the campaign and the service it is providing to the end user.
• Provide information about how the end user will opt-in to the campaign. Identify the opt-in method (website, text-to-join, paper form, etc).
• Provide several message types. This includes the confirmation message, opt-out message, help message, and sample messages.
• Identify special attributes associated with your campaign. For example, if your campaign will use an age gate, if it involves direct lending, or if you will need a number pool.

10DLC Brand Requirements 

Below are some specific requirements when submitting your 10DLC brand for verification. Mobile carriers expect to easily understand and know who the brand is that's sending content across their networks. In the case a campaign is audited, the MNOs will review the brand in depth to protect their network from bad actors, along with potential spam and fraud. 

• Legal Name and DBA name should be the same OR there should be an easily identifiable correlation between the two should the DBA name be different.
   
• The brand website is required and must tie back to the registered brand name or DBA. 
  • Only, if the use case is Sole Prop should the website be optional. However, if the Sole Proprietor does have a website, its HIGHLY recommended to include it. 
  • If the brand is a SMB, and they don't have an established website, a link to their social media business page such as, Facebook or Instagram is acceptable. 

• Brand support email and phone number are required and must directly tie back to the registered brand. 
  • The use of personal emails (yahoo, gmail, hotmail, etc.) when a branded support email is available, will be rejected. 
  • Only, if the use case is Sole Prop should the use of a personal email be accepted. 

10DLC Campaign Requirements 

Below are some specific requirements you must apply to 10DLC campaigns you are bringing onboard with Sinch. Think of this as a checklist of things you should comply with in order to get your message program approved and 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 or your messaging blocked by wireless operators.

Call-to-Action/Message Flow

The call-to-action or message flow is how the end user opts in to the 10DLC campaign, giving their consent to receive messages. 

Requirements:

• Clear, understandable program description that informs the end user of the nature of the message program, identifies the sender or brand associated with the program, and matches the supplied sample messages.
• Message frequency disclosure* (e.g., #msgs/mo, msg frequency varies, recurring messages, etc.). *Only required for recurring message programs
• Complete Terms and Conditions OR link to complete Terms and Conditions
• Link to Privacy policy
• “Message and data rates may apply” disclosure
• Opt-out instructions (e.g., Reply STOP to Opt-out)
• HELP instructions (e.g., Reply HELP to receive help)

NOTE: In the Call-to-Action/Message Flow field in the campaign record, please include a direct link or image attachment showing the point of opt in. 

• If the call-to-action direct link or image attachment contains all of the requirements mentioned above, then they do NOT need to be written in the Call-to-Action/Message Flow field. 
• If the call-to-action is via a verbal opt-in, the verbal opt-in script must be provided in the Call-to-Action/Message Flow field, including all requirements listed above.
• If there are multiple ways an end user can opt-in to your message program, make sure to include them all in the Call-to-Action/Message Flow field.

Opt-In Message

The opt-in message is the initial message that is sent confirming the end user's subscription to the 10DLC message program.

Requirements:

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

Sample Messages

Samples messages are example content messages and should represent production message content.

Requirements:

• Program (brand) name
• At least one sample message, although it's recommended to include more for variety. Some use cases require a minimum of two sample messages.
• Recommended but NOT required: Opt-out instructions. (Reply STOP to stop)

Note: When registering a campaign and choosing the Mixed use case, please provide a sample message for each sub use case selected.  

HELP Message

The HELP message is the message that is sent in reply to end users when they send a help request (e.g., HELP keyword).

Requirements:

• 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) 

STOP Message

The STOP message is the message that is sent in reply to end users when they send an opt-out request (e.g., STOP keyword).

Requirements:

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

Privacy Policy

The privacy policy describes how you collect, use and share information from end users. 

Requirements:

• Must be clear that the end user’s personal info, including mobile phone number, will not be shared or sold to third parties for marketing purposes.  
• Example privacy policy 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." 
• Variations of the above statement are accepted, such as, "All the above excludes mobile opt in data, which will not be shared with third parties or affiliates." 

Note: If for any reason a privacy policy doesn't exist, the no sharing disclosure above CAN be presented upon opt in within the call-to-action.

Terms & Conditions

The terms & conditions describes any applicable terms and conditions related to the messaging program (e.g., how to opt-out, customer care contact information, and link to any applicable privacy policy). 

Requirements:

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

Reference article - CTIA Messaging Principles and Best Practices