The 10DLC Campaign (manual) vetting process is performed by humans (by both CSPs and DCAs) that look at two different categories related to your Campaign to decide whether or not it is approved or not: 

1. Campaign Structure
2. Campaign Content

The current 10DLC campaign review period is anywhere from 2-10 business days.

Campaign Structure

The Campaign Structure requirements relate to the information that is entered on the CSP portal during the campaign creation, including:

• Legal company name
• Brand support email address
• Brand support phone number
• Universal EIN
• Campaign description
• Sample messages and explicit opt-in, opt-out, and help language
• CTA Field when required by TCR

Make sure to register your Brands correctly

• A Brand quite simply is “who the end user believes is texting them.”
• A marketing agency or software provider who represents other brands should register the individual brands behind the campaign. Incorrect registration will result in a declined Campaign. The EIN should represent the Brand, not the agency.
• It is recommended to have a relationship between brands and EIN close to 1 to 1. Having several EINs per brand could be a reason to deep review and potentially decline.
• Below is a table of which Brand vetting providers are able to assist with your score:

Brands need a support email address and phone number

• If it’s a company versus an individual, we would expect to see a company email address. Avoid the use of Gmail, Hotmail, Yahoo domains if possible.
• Often the support phone number listed on the website will match what’s entered in TCR (not required). The intended use of the brand phone number is for program opt-out.

Opt-In

• If the software provider/agency manages the support (opt-in/opt-out) on behalf of the brands, it’s acceptable to list their details as the brand support email and phone number.

Website

• When a user’s mobile phone number is collected as a mandatory field on a website, opt-in and opt-out information should be displayed in a clear and conspicuous manner.

Campaign description

• This field can be optionally used to describe the intention or functions related to the campaign.  Best practice is to provide a detailed overview of the campaign.

Call-To-Action information / Message Flow

• Specifies how a user signs up for the text messaging campaign. This field is required as of 11/17/22.  Provide a compressive explanation of how the end user gives Opt-In consent to receive messages from the Brand.

Sample message

• Always include opt-out info in your sample messages.
• If sample messages include a website, a review of the website will be performed for any obvious content violation. 
•  Use of link shorteners such as “bit.ly” or “tinyurl” could be grounds for campaign rejection. Best practice is for the link to be brand identifiable.  Provide sample message in the format the end use will receive to include Opt-Out.

Call-to-Action, HELP, STOP, and Opt-In Message Examples

Call-to-Action: This field should describe how a consumer opts-in to the campaign, therefore giving consent to the sender to receive their messages. The call-to-action must be explicitly clear and inform the consumer of the nature of the program.If multiple opt-in methods can be used for the same campaign, you must list them all. 

Opt-in methods include, but are not limited to: 

• Entering a telephone number through a website. 
• Clicking a button on a mobile webpage.  Opt-in statement must be clear when entering your phone number.
  • e.g. "By clicking here, you are opting-in to receive text messages from {brand}. Standard calling and messaging charges may apply"
• Sending a message from the Consumer’s mobile device that contains an advertising keyword. 
• Initiating the text message exchange in which the Message Sender replies to the Consumer only with responsive information. 
• Signing up at a point-of-sale (POS) or another Message Sender on-site location. 
• Opting-in over the phone using interactive voice response (IVR) technology
• Example 1: Customers opt-in by visiting www.examplewebsite.com and adding their phone number. They then check a box agreeing to receive text messages from Example Brand.
• Example 2: Consumers opt-in by texting START to (111) 222-3333 to opt in. 

OPT-IN: If consumers can text in a keyword, the response should include the Brand name, confirmation of opt-in enrollment to a recurring message campaign, how to get help, and clear description of how to opt-out.

• Example: "Example Brand: You are now opted-in. For help, reply HELP. To opt-out, reply STOP"

HELP: The response to HELP keyword may include the Brand name and additional support contact information.

• Example: "Example Brand: For help, email support@example.com. To opt-out, reply STOP" 

STOP: The response to the STOP keyword may include the Brand name but should include an acknowledgement of opt-out request and confirmation that no further messages will be sent. Example: "Example Brand: You are now opted-out and will receive no further messages."

Campaign Content

Campaign Content refers to the information that will be visible to your customers. Not being compliant with these guidelines will result in your campaign being declined.

The following activities are considered content violation, this is the intended message to be delivered to the end user.

• Cannabis
• Prostitution
• Gun Sales
• Illegal Drugs/activities,
• Hate speech, 
• Alcohol (requires gate age)
• Tobacco (requires gate age)

Campaigns will be declined for being non-compliant with carrier's code of conduct. Below is a list of most common rejections identified:

• Lead Generation/Affiliate Marketing.
• High Risk financial services.  Payday loans, Debt consolidation
• Reseller / Non-compliant KYC (Know Your Customer). Register the brand info, not the agency or software provider behind the brand.
• Repeated use of same EIN for multiple different brands
• Misleading Registration. Based on details submitted, Campaign appears to be Direct Lending Arrangement, but appropriate Content Attribute was not selected.
• Appears to be large company or company that would have an official email domain. Check for fraud, use official / working email domain.
• Opt-in is language required on website if used to collect mobile numbers.
• Unable to verify, need website / working website or complete CTA information if opt-in occurs outside of website
• Prohibited Content, Cannabis 
• Prohibited Content; Guns/Ammo
• Prohibited Content; Explicit sexual
• Prohibited Content, Gambling
• Prohibited Content, Hate Speech
• Prohibited Content; Alcohol (Failure to age gate}
• Prohibited Content; Tobacco / Vape {Failure to age gate}
• Campaign Attributes do not match website and/or sample message content
• Inaccurate Registration. Inconsistency between sample message and use-case
• Inaccurate Registration. Inconsistency between website, sample messages or incomplete sample messages. 

The campaign content refers to the information that will be visible to your customers. Non-compliance with these guidelines will result in your campaign being declined.

• Provide complete information and verify that content attributes are accurate prior to sharing the campaign with your DCA.
• Include opt-in and opt-out language (when applicable). When a phone number is collected via a website, the brand should also disclose privacy policy/terms of use.

Some of the most common content errors found are:

• Non-working website.
• Content attributes don’t match the other fields entered in TCR (embedded phone number or link, debt reduction program).
• Inconsistent sample messages, campaign description or website/brand information. Sample message entries should be consistent with the website and/or brand.

Privacy Policy Suggestions

Everyone's privacy policy is different, depending on the type of data you collect and how you use that data. During the 10DLC campaign review process, it is likely that your Brand's privacy policy will be reviewed manually. Below are some key suggestions you should follow to ensure a higher likelihood of success:

1. Be explicit about what types of data you are collecting (e.g. emails, phone numbers, etc.) and how you are using each category of data.
2. Give customers a contact option to opt-out/have their personal data deleted.
3. If you are using data for affiliate marketing (e.g. anything in your privacy policy mentions affiliate marketing or you sell personal data to 3rd parties), this is not allowed under the current 10DLC guidelines and it will be rejected.
4. Be explicit about how you handle opt-outs, especially related to marketing.
   1. Example: "MARKETING COMMUNICATIONS: You will receive marketing communications from us if you have requested information from us or purchased goods or services from us or if you provided us with your details when you entered a competition or registered for a promotion and, in each case, you have not opted out of receiving that marketing. We will get your express opt-in consent where required by law."

There are several online free Privacy Policy generators that can assist you, and/or consult with your legal team. You can also feel free to copy/download the 10DLC approved TSG Global privacy policy located below, and edit to match your Brand: 

https://docs.google.com/document/d/1f5otr4J3wQRnMoU1J3EvplRr1FJoFHkS-mQAiTyJ5Gs/edit?usp=sharing