A2P 10DLC (or sometimes just A2P) is the shorthand telecom providers are using to mean being an authorized sender of business-related text messages.
There are two types of A2P Plans available to smrtPhone customers:
When registering an A2P 10DLC Campaign, you are required to provide specific information for the validation process. All fields are verified by a 3rd party (not smrtPhone) and we do our best to guide you through the process.
The required fields are:
Campaign Use Case
Description of the campaign (minimum of 100 characters)
Message Flow* (200 - 2000 characters)
Message Sample 1, 2, and 3 (minimum 50 characters per message sample)
*The most common reason for rejection is unverifiable to too vague information, specifically in the Message Flow field.
This article explains in more detail what is required in that field in customizing an A2P 10DLC Campaign: Message Flow.
What Does it Mean to Opt-In?
Legal Opt-in for A2P 10DLC requires the end-user to have clarity and understand what they are signing up for. They must know they are signing up for messages from you and be aware of how to Opt-out.
You cannot purchase transferred consent for the purpose of texting end-users. For example, some list providers obtain consent by using a vague statement along the lines of By checking this box, you agree to receive messages from this company and its partners. Unless your company is specifically listed by name as one of those partners, it does not count as an Opt-in. The end-user must know they are agreeing to receive messages explicitly from your company.
Further, consent must be documented digitally. This means you must track form fills or digital agreements and store who the end-user is and the date of Opt-in. If you obtain consent using a physical form, you must digitize it (by taking a picture or scanning it) and then store it electronically so it can be reviewed.
You cannot text someone to obtain consent to text them. Even if they respond in the affirmative, that initial text from you is a violation of consent laws.
Verbal consent is not acceptable for A2P 10DLC. If you are on a voice call with someone and they agree to have you send them a business text, have them text you first with explicit consent. You must retain this digital record.
How do End-Users Consent to Receive Messages?
In the Message Flow field, you must explain in as much detail as possible how you get permission from end users/consumers to send messages. You must be exact about how Opt-in is obtained.
It is in this box where you explain to the reviewer where you get leads and where you direct them to give consent for text messaging. Vague language will be rejected.
💡 Tip: Use the Message Flow field as a storytelling opportunity to walk the reviewer through the process you use.
In the Message Flow box, put the links to the web page, web form, digitally hosted photo of an example written consent, or other proof where you can verify how you request permission to text.
Example of a Rejected Submission: Customers sign up
Because where and how the customer provides Opt-in is unclear, the campaign was rejected.
Example of a Successful Submission: Customers provide Opt-in specifically when enrolling into our website or in person by requesting SMS capabilities within the store. Opt-in during website is a self-service process and occurs at yourwebsite.com/signup
Because where and how the customers provide Opt-in is clear, the campaign was approved.
Your Message Flow has to contain a minimum of 200 characters and a maximum of 2000 characters.
How do End-Users Revoke Consent?
In the Message Flow field, you should also include how end-users can Opt-out of receiving your messages. Typically, this is a keyword response to your latest message, such as STOP, UNSUBSCRIBE, OPTOUT, and so on.
If users Opt-in to the campaign by texting in a keyword, please provide a response message that will include the brand, message frequency, Opt-in confirmation, and
information to Opt-out.
Obtaining Opt-In from Your Website
To ensure the consent received from a web form is fully compliant, the site must meet certain criteria. It must have a Privacy Policy and Terms of Service that cover Opt-in, how their contact information is used, and how to Opt-out. The Privacy Policy and TOS/T&C has to be included in the registration (or to have links sending to them).
The Privacy Policy must include a statement of non-sharing for mobile numbers, message frequency, and "message and data rates may apply" disclosure. Also, the message frequency has to be full disclosed.
Also, the Privacy Policy must include a statement of non-sharing for mobile numbers. Any policy that includes language around sharing information with affiliates or partners will be immediately rejected from A2P 10DLC, no matter how it is worded. Additionally, you must state the average message frequency and a message and data rates may apply disclosure.
The call-to-action that is visible to end-users must be clear and inform them of the campaign. It must also empower them to be able to access the Privacy Policy.
Pop-ups are not a method for displaying Terms and Conditions.
For example: By submitting, you authorize <COMPANY> to send text messages with offers and other information. Message/data rates apply. Consent is not a condition of purchase. [link to Terms and Conditions]
Obtaining Opt-In through Handwritten Consent
You may also receive consent offline, with a physical written document. This document must contain the same information about opting in, including how their contact information is used and how to Opt-out. It should also reference Terms and Conditions.
To use a physical written consent example for A2P 10DLC campaign registration, you must provide a hosted link to the image of your Opt-in form. This means you might have to take a picture or scan the form, and then host it somewhere for reference.
When a use case is written or via email, is to provide the script or sample of CTA how it is presented to subscribers to verify all aspects of CTA are fulfilled.
Additional Ways to Receive Consent: Keyword
It is also possible to receive consent by having your end-user text a keyword to your phone number. This is common from marketing campaigns, a call-to-action example being something like To subscribe to updates, text SELL to 555-555-1234
Be sure the marketing piece includes your company name and the rest of the consent information, as listed above.
If you use this method, you must include in your Message Flow field all possible keywords that allow users to Opt-in to receive campaign messages.
Further, if you use this keyword method, you must immediately respond to their initial text with information that includes your brand name, Opt-in confirmation, and instructions on how to Opt-out. For example, You are successfully subscribed to marketing updates from <COMPANY>. Reply STOP to unsubscribe.
Providing Proof of Consent
Once your A2P 10DLC campaign is approved and in use, you may be required to provide documented proof of having received consent for a specific end-user. If you follow the procedures that you laid out in your A2P registration, it should be quite easy to prove compliance.
If opt-in is via pop-up, it needs to be noted in the CTA field of registration.
Terms and Conditions / Privacy Policy
In addition to these standards, there may be additional compliance requirements under applicable law depending on the nature of your text messaging campaign.
Complete Terms and Conditions or links to complete terms and conditions have to be present, but not in the form of pop-ups.
You should consult with your legal counsel to ensure that your Terms of Service and Privacy Policy are compliant with applicable law and consistent with standards for your particular campaign and industry.
Here is a copy of the boilerplate Terms of Service that cover the minimum requirements from the carriers:
<Program Name> - Insert a simple, brief program description. Let the receiver understand the kinds of messages they can expect to receive when they Opt-in.
<Cancelations> - Let the receivers know that they can cancel the SMS service at any time.
Visual example: Just text "STOP" to the phone number.
After they send the SMS message "STOP" to you, you will automatically respond with another SMS message to confirm that they have been unsubscribed. You can also let them know that after this, they will no longer receive SMS messages from you. If they want to join again, just sign up as they did the first time and you will start sending SMS messages to them again.
<Help> - If they are experiencing issues with the messaging program, they reach out to you for help.
Visual example: You can reply with the keyword HELP for more assistance, or you can get help directly at {add here your support email address or toll-free number}.
<Carrier Issue> - Carriers are not liable for delayed or undelivered messages
<Fees> - Message and data rates may apply for any messages you send, and your receivers have to know about this.
Visual example: 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.
<Privacy Policy> - Let your receivers know about the Privacy Policy
Visual example: If you have any questions regarding privacy, please read our Privacy Policy: {link to Privacy Policy}
Have additional questions? Let us help!
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