GUIDE TO A2P 10-DLC REGISTRATION

WHAT IS THIS?

A2P 10 DC Campaign registration is the process of verifying and registering businesses using A2P (Application-to-Person) messaging platforms like Marketingplex and Twilio. TCR mandates that any businesses CANNOT use 10-digit local numbers for sending texts without going through the registration. This registration ensures legitimacy, prevents spam, and upholds the integrity of the messaging ecosystem.

In short, this is MANDATORY for all 10-digit local numbers in the US for both texting and calling. Registration is not OPTIONAL, it is required.

WHAT HAPPENS IF DON’T REGISTER?

Starting July 5th, 2023 any messages sent using a 10-digit local number not registered with A2P 10 DLC  will be blocked.

WHO IMPLEMENTED THIS? 

It was implemented by The Campaign Registry also known as the TCR across all messaging services platforms.

WHAT IS TCR?

TCR stands for The Campaign Registry, an entity formed by cell phone carriers like AT&T, T-Mobile, Sprint, Verizon, etc. We are registering our A2P 10DLC under TCR.

• Your business must be at least 45 days old.
  (You will fail if your business is not 45 days old. If you fail, send your CP575 to support@marketingplex.com and we will provide it to the appropriate department to help get you approved.)
• Your EIN (Employer Identification Number).
• Your CP575 Document
• Your business name and address must match what’s on your EIN.

• Your business name and address match exactly as they appear in your EIN listing. You can verify your EIN by visiting the EIN Tax ID Number Lookup & Validation tool.
• You need a compliant website to prove your business exists and is legitimate.

STEP 1: Purchase and Register a Domain Name - Godaddy is a good place to get a domain name or use other providers.  

STEP 2: Create a website. Here are the website requirements also included in this document

STEP 3: Create your Terms & Conditions and Privacy Policy 
      (There are some website templates with T&C/ PP included)

STEP 4: Fill out your Company Name, Company Email, Company Phone Number, Website Link, and Website Name in the Custom Values. Custom Values can be found under Settings > Custom Values (These will be used in your Terms & Conditions and Privacy Policy if you use our template)

    To Edit Custom Values

      1. Click the 3 dots
      2. Click Edit Custom Value

     3.  Replace the value with your information

4. Click Update to save data

WHAT NEEDS TO BE ON YOUR WEBSITE?

When submitting your campaign, TCR checks your website for compliance. Here’s what they look for:

1. Business Information

• Display the business name, address, and contact info clearly displayed. 
• Ensure the business name on the website matches the A2P registration.
  
  

2. Website Security & Functionality

• The website must be live, functioning, and secure (padlock symbol in browser).
• The business name on the website must match exactly with the name used in your A2P registration and your EIN listing.
• The domain or website URL should reflect your business's legal name or DBA (Doing Business As) name. If your business is registered as "XYZ Electronics," your domain should ideally be something like “xyzelectronics.com,” not "bestdeals.com."
  
  

3. Legal Pages & Compliance

• Include a Privacy Policy, Terms of Service, and other required legal pages.
• Ensure compliance with data protection laws (e.g., GDPR, CCPA).
  
  

4. Consent and Opt-In Form 

• Make the Phone Number and Email Optional. Do not make them required fields. 
• Add the Privacy Policy and Terms and Conditions links in your forms and on the bottom of your home page. 
• Add the Opt-In Checkbox: Include a checkbox on your registration form, checkout page, or any other relevant page where customers sign up for communications.
  
  
  

  STEP 1: COMPLETE BUSINESS PROFILE 

  Go to Settings>Business Info> Business Profile Settings: 

  GENERAL INFORMATION SECTION 
  
  
  
  

  BUSINESS PHYSICAL ADDRESS SECTION

  Submit your business data properly. Your registration information should exactly match what you provided to the IRS in the EIN letter when registering your company. For example, use the Full Legal Name of your company, which includes all information provided before the Legal Address of your company, the correct EIN, and so on.

  
  

  IMPORTANT: If you have moved without updating your business's physical address in your legal documents, the registered address on your current legal documents is STILL considered your official address, not your current one.

BUSINESS INFORMATION SECTION

Fill out accordingly based on your business niche and industry.

***Remember to SAVE/UPDATE your information after completing each section.

AUTHORIZED REPRESENTATIVE SECTION 

Fill out the Business’s Authorized Representative Details based on your legal documents.

Web Form Opt-In

An embedded form on the end business’s website prompts end-users to enter their mobile phone number and opt into the texting campaign.

 Important Requirements for Web Form Opt-In:

1. Opt-in checkbox MUST be selectable by the end-user
   
2. Opt-in checkbox MUST include a disclaimer (consent message) such as:
   • "I consent to receive sms notifications, alerts, occasional marketing, transactional, and informational messages, calls, and prerecorded /artificial voice messages from COMPANY NAME HERE. Message frequency varies. Message & data rates may apply. Text HELP to (XXX) XXX-XXX for assistance. You can reply STOP to unsubscribe at any time."
     
     
3. The opt-in consent message and checkbox MUST be separated from the Privacy Policy | Terms of Service and Promotional consent checkboxes. Promotional consent may be something like the following:
   • "By checking this box, I agree to receive non-marketing text messages from INSERT COMPANY NAME HERE." about my order updates, appointment reminders, etc. Message and data rates may apply.
     
     
4. Opt-in disclaimer MUST have all CTA disclosures present to be considered compliant: (see example above)
   
   
   • Program name and/or a description of the messages that will be sent (appointment reminders, marketing messages, occasional offers, etc.)
     
     
   • The organization or individual being represented in the initial message
     
     
   • Fee disclosure (“Message and data rates may apply”)
     
     
   • Service delivery frequency or recurring messages disclosure (“4 messages per month”, “Message frequency varies”, “1 message per login”, etc
     
     
   • Customer care information (typically “Text HELP for help” or Help at XXX-XXX-XXXX) - not required for single message programs (i.e, 2FA)
     
     
   • Opt-out instructions (typically “Text STOP to unsubscribe”) - not required for single message programs (i.e, 2FA)
     
     
   • Link to Privacy Policy describing how end-user opt-in information will be used. Be sure there is no mention of sharing of personal information with Third Parties (Must not be part of the checkbox statement. Instead, provide the link at the bottom of the form)
     
     
   • Link to Terms and Conditions describing terms of service (Must not be part of the checkbox statement. Instead, provide the link at the bottom of the form)
     
     
   • Incorporate a checkbox option that end-users must select to receive SMS messaging. The checkbox can not be pre-selected. The checkbox provides the end-user the ability to agree, or not agree, to receive SMS messaging.
     
     

Below are examples of Web form Opt-In flow.

When the Phone Number field is Mandatory in the Web form OPT-IN.

• Consent checkboxes should be separated for both Marketing and Non-Marketing Messages.
• Consent checkboxes cannot be pre-selected and should be optional when a Phone Number is required.
• SMS notifications cannot be forced in the form, meaning you cannot require both consent and the phone number to proceed.
• Privacy Policy and Terms & Conditions are in the footer.

When the Phone Number field is not Mandatory in the Web form OPT-IN.

• Consent checkboxes are not required when the Phone Number field is not mandatory.
• Privacy Policy and Terms & Conditions are in the footer.
  
  

PLEASE NOTE:

If the web opt-in is behind a login or not yet published, host a screen shot on a publicly accessible website (like OneDrive or Google Drive) and provide the image URL and the website URL in your registration form where it asks: "How do end-users consent to receive messages?"

To get a useable image link, you can upload the screenshot to your Media Storage Library in your HighLevel sub-account as shown in the screenshot below:

Paper Form Opt-In

An in-store visitor completes a physical form that collects their phone number and their consent to subscribe to your texting campaign.

Post a screenshot of the paper form on a publicly accessible website (like OneDrive or Google Drive or your account media library) and provide the URL in the answer for "How do end-users consent to receive messages?".

Text Message Opt-In

Post a screenshot of the campaign collateral on a publicly accessible website (like OneDrive or Google Drive, or your account media library) and provide the URL in the answer for "How do end-users consent to receive messages?" along with the website URL.

Mobile QR Code Opt-In

You can also use a QR code that links to an online form prompting end-users to enter their mobile phone number and opt into the texting campaign.

QR codes can direct the consumer to the messaging application used on their mobile device (for example, iMessage) with a templated opt-in message, or can even take the consumer directly to a web-form opt-in on your website.

PLEASE NOTE: If the QR code leads to a Web-Form Opt-In, please follow all requirements listed in this article above where we discuss the Web-Form Opt-In method.

Double Opt-In in A2P 10DLC

Double Opt-In (DOI) is a compliance practice in A2P 10DLC messaging where users must confirm their consent twice before receiving SMS communications from a business. It enhances compliance with carrier and regulatory requirements, reducing the risk of spam complaints and improving message deliverability.

How Double Opt-In Works

1. Initial Sign-Up (First Opt-In)

• A user expresses interest in receiving SMS messages by submitting their phone number via a web form, text message, mobile app, or another method.
• Example: A customer texts "JOIN" to a 10DLC number.
  
  

2. Confirmation Request (Second Opt-In)

• The business sends an SMS asking the user to confirm their subscription, typically by replying with a keyword like "YES."
• Example: You requested to receive messages from [Brand Name]. Reply YES to confirm. Msg & data rates may apply.
  
  

3. Final Confirmation

• Once the user replies with “YES,” they are officially subscribed and can receive further marketing or transactional messages.

Why Double Opt-In is Important in A2P 10DLC

• Reduced Spam Complaints: Prevents accidental or fraudulent sign-ups, reducing the risk of messages being marked as spam.

• Higher Deliverability: Carriers are more likely to allow traffic from numbers that follow proper opt-in procedures.
• Improved Customer Trust: Users who confirm twice are more engaged and less likely to opt out later.
  
  

Campaign registration recommendations

Campaign registrations should meet each of the following descriptions for each field.

Campaign Type

Please choose the use case that best represents your campaign. For more information, please refer to the details provided here.

Campaign Description

The description should be thorough and explain the campaign’s objective or purpose. Provided description needs to answer who the sender is, who the recipient is, and why messages are being sent to the intended recipient.

How do end-users consent to receive messages?

The answer should contain the following information:

1. The program or product description

2. Telephone number(s) from which messaging will originate

3. Identify the organization or individual being represented in the initial message

4. Clear and conspicuous language about opt-in and any associated fees or charges

5. Compliant Privacy Policy

6. Other applicable terms and conditions (e.g., how to opt out, customer care contact information)

Opt-in needs to apply per campaign, should be not transferable or assignable and can not be obscured in terms and conditions (especially terms related to other services). If multiple opt-in methods can be used for the same campaign, please list them all.

A compliant Privacy Policy must state that no mobile information will be shared with third parties/affiliates for marketing/promotional purposes. Information sharing to subcontractors in support services, such as customer service is permitted. All other use case categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.

Campaign reviewers need to be able to verify the details provided in this field. Provide evidence such as a hosted link to a screenshot or document for opt-in that occurs behind a gated login or on a paper form.

Sample message

Sample messages should reflect actual messages to be sent under the campaign and indicate templated fields with brackets. Ensure consistency with the use case and campaign description.

Sample messages should identify who is sending the message (brand name). Ensure that at least one sample message includes your business name.

Include opt-out language to at least 1 sample message.

Opt-in Keywords

Please provide all keywords that allow users to opt in to receive campaign messages.

Opt-in Confirmation Message

The campaign must provide customers with an opt-in confirmation message. This is required for all recurring campaigns, regardless of opt-in method,   CTIA Messaging Principles, and Best Practices.

It should not exceed 160 characters. Must have the following:

1. Program (brand) name or product description

2. Customer care contact details: Reply HELP for help

3. Opt-out instructions: Reply STOP to opt out.

4. Disclosure: that the messages are recurring and the frequency of the messaging

5. Message frequency (must align with the frequency of the CTA and SMS Terms)

6. A “Message and data rates may apply” disclosure

Opt-out Keywords

Please provide all keywords that allow end users to stop receiving messaging from this campaign.

Opt-out Confirmation Message

When end users send opt-out keywords, the response messages need to include acknowledgment of the opt-out request, brand name, and confirmation that no further messages will be sent.

Help Keywords

Please provide all keywords that allow end users to receive more information about this campaign.

Help Message

When end users send help, the response message needs to include a brand name, phone number, or email address.

Campaign Failure/Rejection Reasons

You can now view rejection reasons directly in the UI. Once you are in the Trust Center tab, click on "Failed" to review the Campaign Failure Reason. All failed/rejected campaigns will now display their specific failure reasons.

PLEASE NOTE: TCR (The Campaign Registry) often rejects a campaign based on the first issue they encounter, potentially overlooking other issues. Do not focus solely on the rejection reason and instruct the client on how to resolve it, as they might correct that issue, resubmit, and face rejection again for a different reason. Instead, review the entire campaign submission and the client’s website to ensure everything is correct and compliant. 

Failure/Rejection Reason #1: Message Flow

• The campaign submission has been reviewed, and it was rejected because of the provided Opt-in information.

Approved example:

• End users opt in by visiting https://brandname.com/contact_us and filling in their details on the survey. Users check a box to receive messages from us to provide their consent at the end of the survey: https://storage.googleapis.com/msgsndr/xxxxxxxxx.png
  
  
• You can upload the screenshot of the opt-in to the Media file inside the sub-account. Make sure the link goes straight to the form with an optional consent checkbox. If the checkbox is showing at the end of the survey, or behind an appointment form. Please supply a hosted link to an image of the opt-in

Possible Causes 

• The opt-in message workflow does not meet the requirements for the specific campaign type. 
• Consent is required, but not adequately provided or maintained. 
• Opt-in information is shared with third-party entities.

Possible Solutions 

• Ensure compliance with the Messaging Policy relating to opt-in 
• Detail All Opt-in Methods: Include all methods of opt-in, whether electronic, paper form, in-person verbal opt-in, or other means. 
• Provide Necessary Links and Documentation: If opt-in is collected through a paper form or behind a login, supply a hosted link to an image of the opt-in. If the opt-in occurs on a website, provide the relevant link. 
• Include Privacy Policy and Terms of Service: The website where opt-in occurs must contain a privacy policy and terms of service. 
• Avoid Third-Party Sharing: Make sure that opt-in information is not shared with unauthorized third parties. 
• Ensure Opt-in is Verifiable: Each campaign is manually reviewed and needs to be verifiable by a human.

Failure/Rejection Reason #2: Invalid Website URL

• The campaign submission has been reviewed, and it was rejected because of an unverifiable website.

Possible Causes

• An invalid URL was provided during the registration process.
• The website associated with the campaign is not functioning or is inaccessible.
• Opt-in flow is not found on the website provided.
• Lack of proper indication in the campaign description if the registration pertains to a pre-launch website.

Possible Solutions

• Verify that the provided website(s) are functioning correctly and accessible.
• If the registration is for a pre-launch website, instead include a publicly accessible URL to view a screenshot of the SMS opt-in flow that will appear.
• If opt-in occurs on the website, provide the direct link in the Message Flow field.
• If opt-in is collected through a paper form or behind a login, supply a hosted link to an image of the opt-in. If the opt-in occurs on a website, provide the relevant link.
• Once you have made a change to address the issue, please resubmit the campaign for review.

Failure/Rejection Reason #3: Incorrect Sole Prop Brand Registration

• The campaign for a Sole Proprietorship Brand has been rejected due to incorrect registration and failure to meet the small business Sole Proprietor (EIN) criteria set by TCR and mobile carriers.

Possible Causes 

• Failure to meet the specified criteria for Sole Proprietor registration, entities with EINs should be registered as a Standard Brand.
• Incorrect or incomplete registration information was provided during the brand registration process.
• Inconsistencies or discrepancies in the provided information.

Possible Solutions 

• Verify the accuracy and completeness of the registration information for the Sole Proprietorship Brand.
• Ensure that the brand meets the criteria defined by TCR and mobile carriers for Sole Proprietor (EIN) registration.
• If the brand does not qualify as a Sole Proprietorship, consider registering it as a standard brand according to the appropriate guidelines and requirements.
• Register a standard or acceptable campaign use case that aligns with the registered brand's classification.
•  In conclusion, first question is, does the business have an EIN? For DBAs you must use the business name and address in the EIN registry number that you use.

Failure/Rejection Reason #4: Unknown Reason

• The campaign submission has been reviewed, and it was rejected because of an unknown reason.

Possible Causes

• The campaign cannot be approved because of an unknown error, and may stem from an issue raised by other vetting parties in the ecosystem.

Possible Solutions

• Our Support team has the means to obtain more detailed information about this specific error. Please contact Customer Support for assistance in understanding the underlying problem and finding a resolution.

Failure/Rejection Reason #5: Inconsistencies Between Sample Message and Use Case

• The campaign submission has been reviewed and rejected due to inconsistencies between the sample message and the intended use-case of the campaign.

Possible Causes

• Sample messages are missing, unclear, or their content does not match the campaign's use case.
• Invalid content within the sample messages.

Possible Solutions

• Verify that the sample messages are accurate, detailed, and reflective of the actual messages to be sent under the campaign.
• Indicate templated fields within sample messages using brackets.
• At least one of the sample messages should include your business name and opt-out message.
• Ensure at least two sample messages are provided.
• Ensure that the use-case and campaign description align with each other.
• Once you have made a change to address the issue, please resubmit the campaign for review.