Intro

This article provides detailed information on various aspects of 10DLC messaging. It covers the essential requirements for 10DLC registration, including the necessary documentation and information needed to complete the process successfully. The article also covers the special rules for Sole Proprietors, explaining who can register and what limits they have.

We've also included practical tips and outlined prohibited use cases to ensure compliance with 10DLC regulations. These recommendations are designed to help businesses navigate the complexities of messaging regulations and maintain adherence to industry standards. 

For more general information about what 10DLC is and the changes happening, please see our 10DLC Campaign Registration article.

Am I Required to Register?

Registration is required if you have a local Talkroute phone number and you use that number to send or reply to text messages. If you have text messaging active already for your local Talkroute number and do not go through the registration process, you will lose the ability to send or reply to text messages.

If you are not sending or replying to any text messages and do not plan to do so in the future, registration is not needed. No account changes are required if you are only receiving incoming messages. 

Toll-free phone numbers have a similar verification process, but the information required for registration is different than local numbers. If you have a text-enabled toll-free phone number and have not gone through the verification process, please see our Toll-Free Text Verification article. There are no additional fees for the Toll-free verification process. If you wish to swap your local phone number for a Toll-free phone number, please contact us at support@talkroute.com 

What key information is needed for 10DLC Registration?

Below is a comprehensive summary of the essential information required for submitting a 10DLC campaign registration. While this overview doesn't encompass all registration fields, it highlights the most critical elements. Understanding these key components will help ensure a smooth registration process and increase the likelihood of approval for your 10DLC campaign.

Sole Proprietor Requirements

• The Sole Proprietor entity type is intended only for individuals who do not have a registered business and a business EIN, Tax ID, or equivalent. Single Member LLCs and other incorporated businesses are not eligible for a Sole Proprietor registration type.
• Since Sole Proprietor types are intended for individuals, companies that have employees or 1099 contractors working on behalf of the company will need to register as a private company or other entity type with a valid EIN.
• Only valid U.S. or Canadian addresses (including P.O. boxes) are allowed. Addresses in other countries are not permitted.
• Only one phone number is allowed to be registered per Sole Proprietor entity.
• A mobile phone number with active text messaging is required to receive a one-time password (OTP) for verification during registration. Talkroute Virtual Phone Numbers cannot be used for OTP verification.

A website and privacy policy page for a Sole Proprietor entity type is generally encouraged, however, it may not be required if you meet all the following criteria:

• You do not have an established online presence such as a company website or company social media page
• Your call-to-action or opt-in method does not involve an online presence.

If you do have an established online presence and/or your call-to-action or opt-in method involves your website, both a website and a compliant privacy policy page are required. 

Tips For Compliance

To ensure your 10DLC registration and messaging practices comply with industry regulations (CTIA), consider the following tips. These suggestions do not guarantee success, as the review process is case-by-case. However, these tips are based on our own experience working with 10DLC compliance and past successful campaign approvals. 

Opt-In / Call-To-Action

A primary component of 10DLC registration is getting explicit permission from each individual you are sending text messages to. Consent cannot be bought, sold, or traded. You must obtain consent directly from the recipient. Purchasing or otherwise obtaining a list from a third party is prohibited. It also can't be obscured within the Terms & Conditions and/or other agreement(s). Here are some examples of how to get users to opt-in:

• Contact Page or Web form - Entering a phone number through a website
  • Example: Customers opt-in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from the company.
• Opt-In Keyword - Sending a message from the consumer’s mobile device that contains an opt-in keyword.
  • Example: Consumers opt-in by texting JOIN to (111) 222-3333.
  • Important: If consumers can opt in by texting a keyword, the initial response should include all compliant SMS disclosures
• Inbound Message - Having your number posted publicly where the text message is initiated by the consumer. Replying only with information related to the incoming text with an opt-out disclaimer.
• Onboarding/Intake Paperwork - Physical or digital paperwork the recipient signs. The paperwork must include verbiage on how the phone number will be used and the proper SMS disclosures. 

Messages should only be sent to recipients who have opted into your service and/or expect communication from you. For example, sending the following message without an explicit opt-in is prohibited. Simply providing an opt-out is not a substitute for obtaining consent:

“Here’s your coupon for 99 cents off your next order at [COMPANY]. [LINK]. Reply STOP to opt out.”

Screenshots or links of your opt-in method(s) are required (Opt-In Documents). This evidence is necessary to validate your opt-in process with our messaging partners.  

SMS Disclosures

Compliant SMS disclosures are required to be posted or relayed whenever there is a Call-to-Action to text your number, when someone enters their phone number consenting to receive text messages from you, or if someone sends you an opt-in keyword. SMS disclosures can be posted on your website where you show a "Text Us" call-to-action, under a web form/sign up page where phone numbers are collected, relayed verbally when gaining consent over the phone, or included in physical paperwork that the recipient signs.

A fully compliant SMS disclosure will include the following items in no particular order:

• Your Company/DBA Name (Brand Name)
• Pricing Information (Message & Data Rates May Apply)
• STOP and HELP Information
  • Reply STOP [as well as other keywords] to opt-out of future messaging. Reply HELP for more information.
• Message Frequency (number of messages / month/week/etc., or message frequency varies, or recurring messages).
• Link to your Privacy Policy Page (and Terms & Conditions page if available)

Here is an example of an SMS disclosure for an online contact form:

• By clicking "Submit" I agree to receive text messages from [YOUR BRAND NAME]. I authorize you to send me text messages on my provided phone number. I understand that consenting to receive SMS messages is not a condition of purchase or service. Message & Data Rates May Apply. You can also request information by texting HELP or text STOP to stop messages. Messaging frequency will vary. For additional information please see our Privacy Policy and Terms & Conditions pages.

Privacy Policy

A compliant privacy policy should describe how you collect, use and share information from end users. Your privacy policy should be easily accessible on your site (typically on the top menu bar or a footer at the bottom of the page). It should also be linked wherever you collect phone number info, such as under a contact us page or contact form.

There are a few key pieces of information that need to be included in your privacy policy to be compliant with the 10DLC guidelines:

• Your company or DBA name will need to be present in your privacy policy.
• A statement reflecting that mobile information will not be shared with third parties/affiliates for marketing/promotional 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."
• An opt-in consent statement with your SMS disclosure.
  • Example: By submitting your phone number, you are authorizing [YOUR BRAND NAME] to send you text messages. Messaging frequency will vary. Message & data rates apply. Reply STOP to unsubscribe to messages sent from us or reply HELP for more information."

If you do not already have a privacy policy in place, privacy policy generators may help you with this task. The following websites offer such generators.:

• • • Termly Privacy Policy Generator
    • Iubenda Privacy Policy Generator
    • PrivacyPolicies Privacy Policy Generator
    • Get Terms Privacy Policy Generator
    • Privacy Policy Online Privacy Policy Generator
    • WebsitePolicies Privacy Policy Generator

Note: If you use a policy generator, please ensure there is no contradictory information within—e.g., one section says you share information, and another states you do not share information. 

Sample messages

You must display messages that are unique and provide examples of content you may send. The sample messages should align with your use case description. Your sample messages should also include your business/DBA name and at least one message should include an opt-out disclaimer.

Good examples:

• Hello John Doe, this is a reminder about your appointment with John’s Car Dealership on April 2nd, 2021 at 10:00 AM. Please reply YES to confirm your attendance or NO if you are not able to make it. Let us know when you would like to reschedule your appointment. Thank you!
• Good evening Church family, we are having an in-person worship service tomorrow at 10:30 am. We will also be streaming the service over Facebook Live for those unable to attend. Reminder: tomorrow is the day to bring the donation boxes.
• Hi Maurice! This is Ramiro with Example Co. We’d love to invite you to visit our booth at the upcoming Conference, which is taking place virtually and in person from Nov 9-13! Tickets are available now. There will be panels relating to voice, messaging, and 911! Register at www.example.com. Will we see you at the conference this year?
• Reminder from Dr. Smiles, DDS, Hi Jim, we look forward to seeing you at 3:00 pm tomorrow for your cleaning. Reply OPTIONS for Notification Options, or STOP to disable SMS notifications.

Bad examples:

• Thanks for leaving a rating on Google Business. We would like to learn more about your experience. I will contact you soon.
• I received your question. I will get back to you as soon as possible.
• There’s a little favor I would like you to help me with, please. 

Prohibited Use Cases

SMS is a highly regulated channel and is subject to stringent rules, regulations, and carrier requirements. Certain message content is prohibited and wireless carriers will reject SMS and MMS messages containing prohibited content by default. Other use cases are subject to additional requirements, like age-gating procedures.

If your business sends messages containing prohibited content or your website shows any of the types of prohibited content listed below, SMS may not be the appropriate channel for communication. If you avoid providing your website, our aggregator will still search to see if there's one associated with your business. If there’s prohibited content on the website, the campaign will be rejected.

These prohibited use cases are separate from Talkroute's own use policies. All Talkroute usage is subject to our reasonable use policy. For more information, please visit the Talkroute Terms and Conditions Page.

• Payday loans
• Short term high-interest loans
• Third-party auto loans
• Third-party mortgage loans
• Student loans
• Cryptocurrency

“Third-party” means originating from any party other than the one which will service the loan.

SMS messages featuring financial investment advice or tips, as well as information on loans and refinancing options, are prohibited. Carriers also prohibit messages with links to donation sites.

Legitimate financial institutions may use SMS in accordance with certain restrictions, and often leverage text alerts for suspicious card activity, appointment reminders, and other transactional messages.

• Companies that buy, sell, or share consumer information.

Buying, selling, or sharing of consumer data is strictly prohibited. The business that obtained consent is the only business authorized to send SMS. 

“Cold” outreach is the solicitation of business from potential customers who have had no prior contact with the business and is strictly prohibited.

• Third-party debt collection
• Debt consolidation
• Debt reduction
• Credit repair programs

Almost all debt consolidation and forgiveness efforts are prohibited for SMS and MMS.

Regarding debt collection, the business owed the debt can send payment reminders to late payers, personalized messages with account details, and follow up on payment confirmations. However, a third party cannot attempt to collect the debt for you via SMS and MMS.

• Work-from-home programs
• Risk investment opportunities
• “Get rich quick," "build your wealth," and "financial independence" offerings
• Multi-level marketing, network marketing and pyramid schemes

Multi-level marketing (MLM) products, services, or content commonly associated with unsolicited commercial messages (spam) are prohibited.

This is different from outreach about employment as a result of compliant opt-in practices, messages from brokerages to their members, investment news alerts, or other investment-related messages.

• Marijuana/Cannabis
• CBD/THC
• Prescription drugs
• Vaping

• Casino apps
• Gambling websites

• Sex
• Hate
• Alcohol
• Firearms
• Tobacco

Engaging in an activity in connection or conjunction with any pornographic and/or adult entertainment industry purpose, regardless of whether such activity is lawfully permitted.

Depictions or endorsements of violence, hate speech, or otherwise engaging in threatening, abusive, harassing, defamatory, libelous, deceptive, or fraudulent behavior.

Content around alcohol, firearms, tobacco, and vaping are reviewed on a case by case basis any may only be approved if there are proper age-gating validations in place. The best practice would be a manual entry or another verification of of a user's birthday (MM/DD/YYYY) and collected prior to accessing any opt-in page. The company's website will be heavily checked for age-gating. We cannot guarantee approval for alcohol, firearms, tobacco, or vape content. 

Pricing

To comply with the new 10DLC requirements, several fees may apply during the registration process. Some fees are charged per submission attempt so it is important to make sure the information on your registration form is accurate to avoid delays, rejections, and possibly additional submission fees.

Below is a breakdown of the potential costs:

• Brand Fee: $4 per attempt. This fee is charged each time a brand registration attempt is made, even if the attempt fails.
• Campaign Vetting Fee: $15 per attempt per campaign. This fee applies each time your campaign is reviewed for compliance, even if the attempt fails.
• Campaign Fee: Starting at $1.50 per month. This recurring fee is charged to maintain your active 10DLC campaign. 
• Number Pooling: $100 (one-time fee). This fee applies if you register more than 49 numbers under a single campaign.

For select special use cases, multiple brands, multiple campaigns, or higher-tier campaign types may be required. Our team will notify you if your account falls under any special use cases upon reviewing your registration form. 

Toll-free phone numbers require a similar verification process, however, there are no additional fees involved. If you wish to swap your local phone number for a toll-free phone number, please let us know.

Please see our Pricing Page if you have questions on what fees are included in your plan. 

How Do I Get Started?

Please visit our 10DLC Campaign Registration Form Link to complete your registration.

All required fields need to be completed for each registration unless specified for specific use cases. Incomplete forms my result in delays, rejections, and possibly additional submission fees.

One campaign submission is required per business/entity/organization that uses local phone number text messaging. Multiple local phone numbers can be registered under a single campaign as long as they all share the same or similar use case and pertain to the same business.

For further information about 10DLC Registration, please see our full article here.