There are several reasons why a customer may be denied a 10DLC.
Customers wanting to send messages with the following content categories which have been attributed to be harmful or deceitful to the end consumer and cannot be run on 10DLC or any US Messaging Product (LN, TFN or SC):
High-Risk Financial Services
Short Term- High Interest Loans
Get Rich Quick Schemes
Work from Home Programs
Risk Investment Opportunities
Exceptions permitted if the message sender is the one doing the hiring
Credit Repair Programs
Cannabis and CBD
All Schedule 1 & 2 drugs
Fraud or Scam
All Affiliate Marketing must be carrier approved
The above type of content could lead to outright denial or could result in the traffic getting blocked.
Other possible reasons a campaign may be denied are:
Past historical data related to infractions on other sender types. (Short Code sev 0 audits, high spam rates, high opt-out rates).
Edge cases, whereby a MNO doesn't believe/trust a Brand to do said campaign in a compliant manner (3rd party debt collection comes to mind).
The Brand hasn't done a good job explaining the campaign, so the carrier may not approve it.
The Brand didn't supply the required documentation to prove they are who they say they are. Using a 501c3 organization as an example, and they haven’t supplied the right documentation to prove they are a 501c3 organization, thus they can't run on the special campaign type until they provide the right proof.