10DLC Campaign Submission - Updated Requirements & Recommendations
The HubSpot messaging team here with a quick but important breakdown of what’s required to successfully register and approve a 10DLC SMS program. Carriers have recently updated these to make them more comprehensive for 10DLC (long code) numbers. Many rejections come down to consent, disclosures, or missing documentation, so we wanted to clearly outline what carriers expect and how to stay compliant.
We have changed some steps in the flow:
- We now automatically set your marketing campaign use case up for you to ensure compliance.
- We now require you to attach examples of all opt in/consent methods you select in the flow. For those you have checked only - we need screenshots/images for keyword campaigns like text START, for online forms, offline forms, script & email activations.
- Please ensure your CTA opt-ins and example messages are marketing related.
For each step of the 10 DLC campaign submission flow, detailed requirements are given below. Failure to adhere to these requirements will result in the carriers rejecting your campaign.
Message Use Case Description
This field has now been removed from the in-app flow
HubSpot will now automatically set this based on SKU purchased. When registering a 10 DLC campaign for the Marketing SMS SKU, this will automatically be set such that carriers understand that this will be used only for Marketing.
Sample Messages
These must be examples of the Marketing messages you plan to send and must NOT include any other type of messages (e.g. transactional / customer support / account updates)
Your example messages should contain the following:
- Your business name
- Include instructions on how to opt out (e.g. Text STOP to opt out)
- If you provide a website link, it must be a real, functional business website.
- Use brackets ([]) to indicate templated information (e.g. Hello [name])
Opt In Methods
At least one opt-in method must be selected. Each method must independently meet carrier requirements and each opt-in method must be verifiable by carriers, either via a live link, or an example via an image / document upload.
By Text START to our designated SMS Number
This requires an image to be uploaded showing how you let users know that they can text START to opt into receiving Marketing SMS
It MUST include:
- Instructions mentioning customers can “Text START to [example phone number] to receive marketing text messages from [your business name]”
- Note: this must not reference any other message types (e.g transactional, customer support, account notifications etc)
- That “Message and Data Rates may apply”
- That “Message frequency varies”
- That customers can “Reply HELP for help”
- That customers can “Reply STOP to cancel”
- A link to your publicly available privacy policy
- A link to your publicly available Terms of Service
Collecting Consent via Forms
All forms MUST include:
- A checkbox specifically for gathering Marketing SMS consent
- This checkbox must be non checked by default
- This checkbox should be explicitly for gathering consent for Marketing SMS only
- There should not be any other checkboxes for gathering consent for any other SMS types (e.g transactional, customer support, account notifications etc)
- The same checkbox cannot also be used for gathering consent for other channels (e.g. Email), but you can use separate checkboxes on the same form to collect consent for different channels.
- Legal business name and types of messages users will get must be clearly stated
- Include a disclosure about message rates (e.g. “Message and data rates may apply”)
- Include the frequency of messages (i.e. can be a number of messages or “Message frequency varies”)
- Include Help / Opt Out information (e.g. “Reply HELP for help, or STOP to opt-out”)
- Must include live, publicly accessible links to Privacy Policy and SMS Terms of Service
- Forms must be submittable without the user needing to provide SMS consent by checking the check box. If checking the checkbox is required on the form, the registration will be denied.
Form URL
This option should be selected when you have a complaint form which is live and publicly accessible. Carriers will manually review this page during campaign vetting.
Private, Paper or Restricted Access Form
Upload a screenshot / document showing an example of the form
It is critical that the checkbox for Marketing SMS consent is NOT CHECKED in this screenshot. Otherwise carriers will assume that the checkbox is enabled by default and reject the campaign.
Form Screenshot for Form thats not live yet
If you will be using a form to collect consent but that form wont be live until your SMS is fully set up and ready to go, you can upload a screenshot / document showing an example of what the form will look like.
It is critical that the checkbox for Marketing SMS consent is NOT CHECKED in this screenshot. Otherwise carriers will assume that the checkbox is enabled by default and reject the campaign.
You must also specify the domain that the form will be hosted on once your SMS campaign is approved. This is so that carriers can review your form once its live in the future
By replying to an email from our brand confirming consent to be contacted via SMS
Upload an example screenshot of an email you will send to customers, to which they can reply and be opted into Marketing SMS
This email must include:
- Legal business name and types of messages users will get must be clearly stated
- Include a disclosure about message rates (e.g. “Message and data rates may apply”)
- Include the frequency of messages (i.e. can be a number of messages or “Message frequency varies”)
- Help / opt-out information (e.g. “Reply HELP for help, or STOP to opt-out”)
- Content clearly indicating that replying to this email will cause the customer to be opted into Marketing SMS only
- The email content should NOT mention any other SMS types (transactional / account notifications / customer care)
- Must include live, publicly accessible links to Privacy Policy and SMS Terms of Service
Verbal or In Person
Upload an example script (between your business and your customer) outlining the conversation between a representative of your business and a customer.
The script must show:
- The representative clearly asking the customer if they would like to be opted into Marketing SMS
- The conversation should NOT mention any other SMS types (transactional / account notifications / customer care)
- The representative mentioning the disclosure about message rates (e.g. “Message and data rates may apply”)
- The representative clearly mentioning the frequency of messages (i.e. can be a number of messages or “Message frequency varies”)
- The representative clearly mentioning help / opt-out information (e.g. “Reply HELP for help, or STOP to opt-out”)
- The representative clearly stating the URLs of your business’ publicly accessible Privacy Policy and Terms of Service
Terms of Service
You must host publicly accessible SMS Terms that meet carrier minimums. The Terms of Service should contain the following:
- Program name (the name of your brand / SMS campaign)
- {Insert program description here; this is simply a brief description of the kinds of messages users can expect to receive when they opt in.}
- You can cancel the SMS service at any time by texting “STOP”. After you send the SMS message “STOP” to us, we will send you an SMS message to confirm that you have been unsubscribed. After this, you will no longer receive SMS messages from us. If you want to join again, just sign up as you did the first time and we will start sending SMS messages to you again.
- If you are experiencing issues with the messaging program you can reply with the keyword HELP for more assistance, or you can get help directly at {support email address or toll-free number}.
- Carriers are not liable for delayed or undelivered messages
- As always, message and data rates may apply for any messages sent to you from us and to us from you. You will receive {message frequency}. If you have any questions about your text plan or data plan, it is best to contact your wireless provider.
- If you have any questions regarding privacy, please read our privacy policy: {link to privacy policy}
Privacy Policy
Your Privacy Policy must not state that SMS opt-in data is shared with third parties.
If data sharing is mentioned elsewhere in your policy, you must include this disclaimer:
“Text messaging originator opt-in data and consent will not be shared with any third parties, excluding aggregators and providers of the text message services.”
Final Tips from the HubSpot Team
- Everything must be consistent across CTAs, terms, and messages.
- When in doubt, over-disclose rather than under-disclose.
- Missing or unclear consent details are the 1 cause of 10DLC rejections.
We hope this helps streamline your 10DLC registration and gets your SMS program approved faster. If you have questions or want to share examples that worked for you, drop them below.
Shane Janssens PM
HubSpot Messaging