Ensuring your brand and campaigns are approved for messaging is a critical step in running compliant and effective programs. Following these best practices will not only increase the likelihood of approval but also reduce the risk of interruptions or rejections. Below are detailed recommendations, including specific carrier requirements and submission guidelines, to help streamline the process.
General Guidelines
- Shared Short Codes:
- AT&T, US Cellular, and T-Mobile do not allow shared short codes on their network.
- Shared short codes are used by multiple content providers on the same code, which carriers are phasing out in favor of 10DLC (long codes) for A2P messaging.
- Best Practice: If messaging changes are required, brands should use their own program-specific short codes or long codes to maintain compliance and control.
Carrier-Specific Prohibitions
To avoid campaign rejections, adhere to the following carrier-specific restrictions:
-
AT&T:
- Affiliate, lead, and commission generation programs.
- Loan advertising (except from direct lenders for secured loans).
- Credit repair or debt relief campaigns.
- Work-from-home, secret shopper, or similar advertisements.
- Lead generation campaigns that share information with third parties.
-
Verizon:
- Affiliate, lead, and commission generation programs.
- Loan advertising (except from direct lenders for secured loans).
-
T-Mobile:
- High-risk financial services, payday loans, or non-direct lenders.
- Debt collection, forgiveness, consolidation, or reduction programs.
- Credit repair programs.
- Illegal substances, cannabis, and prescription drug content.
- Work-from-home or job alerts from 3rd-party recruiting firms.
- Gambling and other illegal content.
- Campaigns not compliant with the CTIA Short Code Monitoring Handbook or Messaging Principles.
Campaigns Facing Carrier Resistance
Certain types of campaigns face higher scrutiny or resistance from carriers. Avoid these common pitfalls:
- Collections-related messaging (e.g., past-due notices).
- Competing products/services to carriers (e.g., mobile or home phone plans).
- Campaigns related to gambling, firearms, alcohol, or federally illegal activities.
- Grouping a Call-to-Action with terms, loan applications, or multiple disclosures.
Specific Campaign Types
- Political Campaigns:
- Obtain clear and conspicuous consent with explicit opt-in mechanisms (e.g., “Yes, I’d like to sign up for text alerts” checkboxes).
- Carriers like T-Mobile require separate CTAs for donations, while Verizon mandates exclusive SMS opt-ins for content providers.
- Shopping Cart Reminder Campaigns:
- Include opt-in terms clearly stating the message program is for shopping cart reminders.
- Implement double opt-in mechanisms to confirm user consent.
- Ensure the privacy policy reflects how information (e.g., cookies, plugins) is captured and disclosed.
Proper Linking and Documentation
- Lead Capture Pages:
- Include complete consent disclosures with links to privacy policies, terms & conditions, and opt-in agreements.
- Use clear, conspicuous language to inform users of what they are signing up for.
- Brand Name and Location:
- Ensure all submissions include accurate brand names, physical locations, and other key details to verify legitimacy.
- Screenshots and Evidence:
- Provide screenshots of all opt-in flows and confirmation messages to support compliance.
Delivery and Content Restrictions
- For Shopping Cart Reminders:
- Send reminders within 48 hours of cart abandonment and limit alerts to one per abandoned cart.
- Ensure transactions are completed by consumers directly through a URL link, not within the text.
By adhering to these best practices, you’ll improve the likelihood of brand and campaign approvals while maintaining compliance with carrier and regulatory standards. For additional support, your Account Management team is available to guide you through the submission process and answer any questions you may have during the process.