10DLC Campaign Approval Checklist: Sample Messages, Opt-In and Privacy Policy Language That Pass

Quick answer: what gets a 10DLC campaign approved first time

A 10DLC campaign is approved first time when the submission is complete and internally consistent: the brand record matches your IRS and state filings exactly; the campaign description says who you message, why and how they opted in; the opt-in description names the exact mechanism (web form, keyword, point of sale) with a URL or screenshot; the sample messages include your brand name, match the described use case and carry STOP and HELP instructions; the privacy policy is live on the registered domain and states that phone numbers are not shared with third parties for marketing; and nothing in the content or on the website touches SHAFT-C categories, lead generation or affiliate marketing. Use the checklist below before you press submit.

This article is part of the Signalmash 10DLC compliance hub, which covers registration, approval, throughput, error codes and number-type selection in one place.

Carriers and their vetting partners review thousands of 10DLC campaigns a day. Reviewers are not trying to understand your business; they are checking boxes. If a box is empty or two boxes contradict each other, the campaign is rejected and you lose a full review cycle plus a $15 vetting fee. This checklist is what our team runs through before we submit a campaign for a customer. Our companion post on the seven most common 10DLC rejection reasons explains why each item matters.

Part 1: Brand record

• Legal company name exactly as it appears on your IRS EIN letter (including "Inc.", "LLC", punctuation).
• EIN, not a DUNS number, for US companies; the country of registration matches.
• Address matches your Secretary of State record; use the registered address, not a mailbox.
• Website on the same domain as your contact email and the domain in the sample messages.
• Vertical/industry chosen accurately (a mismatch between vertical and use case is a common vetting flag).
• Third-party vetting ordered, so you do not land in the lowest throughput tier. See how trust scores set throughput.

Part 2: Campaign description

Write two to four sentences that answer: who receives the messages, what the messages are about, and how those people opted in. Avoid marketing language. A description that passes:

"Bright Dental sends appointment confirmations, reminders and rescheduling links to existing patients who provided their mobile number and consented to text messages at booking (online form at brightdental.com/book or in person). Messages are transactional; occasional practice announcements are sent only to patients who separately opted in to marketing texts."

Part 3: Use case selection

• Pick the use case that matches the sample messages. "Mixed" if you send both transactional and promotional content; "Low-volume mixed" only if you will stay under 2,000 messages a day and 5 numbers.
• Do not select "2FA" or "Account notifications" and then include a promotional sample message; that is an automatic rejection.
• Special use cases (political, charity, agents and franchises, emergency) require extra documentation and take longer.

Part 4: Sample messages (submit at least two, ideally five)

Each sample must include the brand name, reflect the declared use case, and at least one must carry opt-out language. Placeholders in square brackets are fine. Samples that pass:

• "Bright Dental: Hi [First name], your cleaning is confirmed for [Date] at [Time]. Reply C to confirm or R to reschedule. Reply STOP to opt out, HELP for help."
• "Bright Dental: Reminder, your appointment is tomorrow at [Time] at 120 Main St. Running late? Call (503) 555-0100. Reply STOP to opt out."
• "Bright Dental: Your invoice of $[Amount] is ready: [Link on brightdental.com]. Questions? Reply HELP. Reply STOP to opt out."

Samples that get rejected: no brand name; a shortened link (bit.ly, tinyurl); content unrelated to the use case; any mention of alcohol, cannabis, CBD, firearms, tobacco, gambling or adult content; "Reply STOP" missing from every sample.

Part 5: Opt-in description and evidence

• Name the exact mechanism: web form URL, keyword and number, paper form, verbal at point of sale (with script), or in-app checkbox.
• Confirm the opt-in is single-brand: consent is to receive messages from your brand only, not "and our partners."
• State that consent is not a condition of purchase.
• Attach a screenshot of the form or the keyword confirmation flow if the portal allows it. The form must show the disclosure next to the phone field, not only in the terms.
• Compliant disclosure text: "By providing your phone number you agree to receive automated text messages from Bright Dental about your appointments and account. Message frequency varies. Msg & data rates may apply. Reply STOP to cancel, HELP for help. Consent is not a condition of purchase. See our Privacy Policy and Terms."

Part 6: Opt-out and help handling

• STOP, END, CANCEL, UNSUBSCRIBE, QUIT processed automatically with a confirmation message that names the brand.
• HELP returns brand name, support phone or email and opt-out instructions.
• The opt-out keywords and the message frequency are listed in the campaign form fields.

Part 7: Privacy policy and terms

• Privacy policy is publicly reachable on the registered domain and linked from the opt-in form.
• It contains a sentence such as: "We do not share your mobile number or SMS consent with third parties or affiliates for their marketing purposes." Reviewers look for this sentence specifically.
• Terms of service (or an SMS terms page) describe program name, message frequency, cost disclosure, opt-out and help instructions.
• The company name in the policy matches the brand record.

Part 8: Website and content review

• The website resolves, is not a parked page, and shows a physical address and contact details.
• Nothing on the site or in the messages falls under SHAFT-C or prohibited categories (lead generation, affiliate marketing, debt relief without proper licensing, high-risk financial products, controlled substances).
• Links in messages point to your registered domain, not a link shortener.

Part 9: After submission

• Standard campaigns typically clear in one to three business days when the submission is complete; special use cases can take one to three weeks.
• If rejected, read the reason code, fix every item it names, and resubmit once; repeated resubmissions with small changes lower reviewer confidence.
• Attach numbers to the campaign within 60 days (T-Mobile charges a $250 non-use fee otherwise) and keep the sent content consistent with the samples; drift is the main cause of post-approval filtering.

Let us pre-review it

Signalmash runs this exact checklist against every campaign before it goes to The Campaign Registry, writes the description and samples with you, and handles any resubmission. Our customers' campaigns are usually approved on the first attempt.

Book a 15-minute call with Signalmash and we will review your brand, campaigns and throughput before you submit anything to the carriers.

People also ask

How do I avoid 10DLC campaign rejection, and what are the most common failure reasons?

Make the submission complete and consistent: brand details that match IRS and state records, a campaign description that names the audience, purpose and opt-in mechanism, sample messages with the brand name and STOP/HELP text, an opt-in screenshot or URL, and a privacy policy stating numbers are not shared with third parties. The most common failure reasons are a missing or unclear call-to-action, missing opt-out language, missing privacy policy, mismatched business details, prohibited (SHAFT-C) content, no verifiable web presence, and disallowed use cases such as lead generation.

How long does 10DLC campaign approval take?

Brand registration is usually instant to 24 hours. Standard campaign vetting takes one to three business days when the submission is complete, and one to three weeks for special use cases such as political, charity or agents and franchises. Each rejection and resubmission adds another full cycle.

What should 10DLC sample messages include?

Each sample should start with or clearly include the brand name, reflect the declared use case, use full links on your own domain rather than shorteners, and at least one sample must include opt-out instructions such as 'Reply STOP to opt out' and help instructions. Placeholders in brackets for names, dates and amounts are acceptable.

Can I use the same 10DLC campaign for marketing and transactional messages?

Yes, by registering a Mixed use case and including both kinds of sample messages. Keep separate consent records for marketing recipients, because TCPA requires prior express written consent for marketing texts even when the carrier campaign covers both.