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A2P 10DLC SMS Compliance and Best Practices

Updated

 

Application-to-Person 10-Digit Long Code (A2P 10DLC) messaging is a powerful way to engage with customers. However, compliance with carrier regulations and best practices is crucial to ensure successful message delivery and avoid penalties. This guide outlines key recommendations for compliant and effective SMS campaigns.

Website and Opt-In Form Compliance

When collecting opt-ins via a web form, ensure compliance with the following carrier requirements:

  1. TCPA Compliant Language 

  2. Message Frequency Disclosure - ( "Message Frequency Varies" , " 1 Message per login" , "4 messages per month" )

  3. Message & Data Rates Disclosure - ( "Msg&Data Rates May Apply" )

  4. STOP/Opt-out Instructions – ( Reply STOP to unsubscribe ) 

  5. HELP Instructions – ( Reply HELP for more information )

  6. Privacy Policy & Terms and Conditions 


Opt-in Checkbox

  • SMS consent should be optional unless the form is solely for SMS communications. (e.g. a "Contact Us" form)

  • If a phone number is required for another purpose (e.g., a mortgage application), provide a separate SMS consent checkbox.

Revocation of Consent (Opt-Out)

The initial message must include clear opt-out instructions such as: “Reply STOP to unsubscribe.” Users must be able to revoke consent at any time using standard opt-out keywords such as:

  • STOP

  • UNSUBSCRIBE

  • CANCEL

  • END

  • QUIT

Additionally, Utilizing alternative phrases like “text 2 to opt out” is non-compliant and may lead to filtering.


Initial Messages 

Avoid sounding like a salesperson in the initial message. The message should give the impression that the contact initiated the conversation.

Avoid Questions Like:

"Are you interested in XYZ product?"

"Are you the owner of 123 Example Ave?"

"Is this John?"

Since the contact opted in, you should already have their information. Instead, use a more natural and engaging approach:

Recommended Example:

"Hi John, this is Bob from ABC Company. How's your day going?"

"I have the information you requested for XYZ. Reply STOP to unsubscribe."

 

Sender Identification & Follow-ups

Clearly identify yourself and your company in all messages until the recipient responds.

Example:

"Hi John, my name is Bob from ABC Company. Reply STOP to opt-out."

For follow-ups:

"Hey John, Bob again with ABC Company! Any chance we can speak about XYZ? I'm hopeful we can sort something out. Reply STOP to opt-out."

Once a user has responded and you are engaging in conversational messaging you can discontinue the identification practice.

 

Messaging Restrictions ( Prohibited Campaign Content )

The following categories of messages are prohibited:

Category Examples Notes
High-risk financial services Payday loans, Short term high-interest loans, New loan soliciting, Third-party loans, Student loans, Cryptocurrency, Stocks and investing platforms "Third-party" means originating from any party other than the one which will service the loan. Examples of third-party loans could include auto, mortgage, personal, etc. First-party loan content is acceptable if it is not promotional messaging, unless it is on an approved Short Code. Businesses that solely operate in stocks, investing, or cryptocurrency are only permitted to send SMS traffic that is 2FA and/or transactional messaging. If there is a mixed use case where that is a partial aspect of the business, it may be approved based on the other use case content.
Third-party lead generation services and marketing Companies, NGOs or political campaigns that buy, sell, or share consumer information, Affiliate lending, Affiliate marketing, Deceptive marketing Any third-party use cases are strictly forbidden. Consent must be obtained directly from end-users. Political use case customers sending SMS messages are not able to use voter registration databases to collect consent and outreach end-users. Any business with a terms of service or privacy policy that mentions sharing or selling consumer data/opt-in information is considered noncompliant.
Debt collection or forgiveness Third-party debt collection, Debt consolidation, Debt reduction, Debt relief, Credit/debt repair "Third-party" means originating from any party other than the one who is owed the debt. For example, a hospital could send messages regarding bills for its own patients, assuming they provided opt-in to receive that messaging. While third-party debt collection is not permitted, a debt collection business that has direct consent from end-users to send related content may do so. Debt consolidation, debt reduction, and credit repair programs are prohibited regardless if there is first-party consent.
“Get rich quick” schemes Deceptive work-from-home programs, Risk investment opportunities, Pyramid schemes, Mystery Shopping Use cases in this category pertain to minimal effort for maximum and/or guaranteed financial gains. These categories in the telecoms industry produce high consumer complaints and are not permissible on carrier routes.
Illegal substances/articles Cannabis, CBD, Kratom, Paraphernalia products, Vape/E-cigs, Fireworks Cannabis, CBD, Kratom, or drug paraphernalia product businesses are prohibited from utilizing SMS/MMS messaging on Twilio in the US and Canada, regardless of content. These restrictions apply regardless of the federal or state legality. All use cases for these are disallowed from sending SMS whether it contains cannabis content or not, even for 2FA purposes it is not permissible for such entities.
Gambling Casino apps, Websites that offer gambling, Sweepstakes, 50/50 Raffles, Betting/Sports picks Gambling traffic is prohibited in the US and Canada on all number types (Toll Free, Short Code, Long Code). Bingo-related messages are allowed on an approved Short Code. Community or local-based Bingo-related messaging is also permissible on carrier networks.
“S.H.A.F.T.” use cases and electronic smoking devices Sex, Hate, Alcohol, Firearms, Tobacco, Vape/E-cigarettes Alcohol traffic is allowed on Toll Free, Short Code, and Long Code in the US, as long as proper age gating procedures are in place. Firearms, Vape, and E-cigarettes are not allowed on Short Code, Toll Free, or Long Code regardless of age gating. Tobacco is allowed on Short Code with proper age gating procedures in place but isn’t allowed on Long Code or Toll Free.

 Most Common SMS Spam Words

Take a look at this list of common SMS spam words that you may want to consider avoiding:

Urgency and Action
Action Now, Action, Apply Now, Apply Online, Avoid, Buy , Buy Direct , Call, Call Free , Call Now, Can’t Live Without , Click, Click Below, Click Here, Do it Today, Don’t Hesitate, Double Your, Drastically Reduced , Earn, Eliminate Debt, Explode Your Business , Fast Cash, For Instant Access, Free Access, Free Consultation, Free Gift , Free Info, Free Leads , Free Offer, Get , Get it Now, Get Started Now, Give it Away, Giving it Away, Guaranteed, Increase , Instant , Limited , Limited Time, Make $, Money Making, Now , Now Only, Offer Expires, Once in Lifetime, One Time , Only , Opportunity, Opt In, Purchase, Remove , Requires Initial Investment , Save $, Save Big Money, Save Up To , See for Yourself , Sign Up Free Today, Subscribe, Take Action, Time Limited , Unsubscribe, Urgent, Visit Our Website, You Have Been Selected

Financial Offers
100%, 100% free, Additional Income , Affordable , All New, Beneficiary, Best Price, Big Bucks, Bonus, Cash, Cash Bonus, Cents on the Dollar, Cheap, Discount, Double Your Cash, Double Your Income, Earn $, Earn Extra Money, Extra, Extra Cash, Extra Income, Financial Freedom, Financially Independent, For Free, For Just $ (Some Amount)
Free, Get Out of Debt, Get Paid , Income, Lower Interest Rate, Lower Monthly Payment , LendingTree, Lowest Price, Money , Money Back , No Cost , No Credit Check, No Hidden Costs, No Interests, No Investment , No Selling , One Hundred Percent, Only $, Pennies a Day, Pennies on the Dollar, Potential Earnings , Refinance , Refund, Subject to Cash, Subject to Credit, Unsecured Credit, Unsecured Debt, US Dollars , Warranty

Real Estate Transactions
Deal, Debt, Exclusive Deal , Expire , Free Investment, Free Preview, Free Quote, Income from Home, Investment, Investment Decision, Loan, Lower Your Mortgage Rate, Mortgage, No Fees , Pre-Approved, Price , Rates , Refinance Home, Zillow

 

Communication and Engagement
All New, Be Amazed, Certified, Congratulations, Exclusive , Expect to Earn, Fantastic Deal, For Only, For You, Great Offer, Guarantee, If Only It Were That Easy, Important Information, Incredible Deal, Info You Requested , Marketing Solutions, New Customers , No Catch, No Disappointment , No Experience , No Gimmick , No Hidden, No Middleman, No Obligation, No Purchase Necessary , No Questions Asked, No Strings Attached , No Obligation, Obligation, Offer, Online Biz Opportunity , Promise You, Real Thing , Risk Free, Satisfaction, Satisfaction Guaranteed, Serious , Serious Cash, Serious Only, Special Promotion, Talks About Hidden Charges, Tells You It’s an Ad , Terms, Terms and Conditions, The Best Rates, The Following Form , They Keep Your Money, This isn’t a Scam, This isn’t Junk, This isn’t Spam, This won’t Last, Traffic Unlimited , We Hate Spam, We Honor All, While You Sleep, Why Pay More, Will Not Believe Your Eyes, Win, Winner, Winning, Won, Work From Home, Your income

Final Recommendations

  • Only message users who have explicitly opted in.

  • Never use third-party opt-in lists.

  • Respond to user inquiries promptly.

  • Avoid sending messages months later without prior engagement.

  • Avoid using shortened URLs or special characters.

  • Monitor and adjust messaging as needed.

By following these best practices and compliance requirements, you can ensure your A2P 10DLC SMS campaigns are effective, engaging, and fully compliant with carrier codes of conduct

 

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