Campaign Registration for 10DLC: Everything You Need to Know

If you send business text messages in the United States using a standard 10-digit phone number, you need to register a campaign under the 10DLC system. Campaign registration tells carriers what kind of messages you plan to send, who will receive them, and how recipients gave their consent. This guide walks you through every step of the process so you can get approved quickly and start messaging with confidence.

What Is a 10DLC Campaign?

A campaign is a registered description of the messages you intend to send. Think of it as a contract between your business and the mobile carriers. It includes your use case, sample messages, opt-in details, and the phone numbers you will send from. Each campaign is linked to a brand (your business identity) that has already been registered and verified.

The purpose of campaign registration is to protect consumers from unwanted messages and to give carriers visibility into what is being sent on their networks. Registered campaigns enjoy higher throughput and better deliverability compared to unregistered traffic.

Use Case Types Explained

Every campaign must declare a use case type that describes the purpose of your messages. Choosing the right use case is important because it determines the review process and the messaging limits assigned to your campaign. Here are the main categories:

Standard Use Cases

Standard use cases cover the most common business messaging scenarios. These include marketing messages, customer care, account notifications, delivery updates, appointment reminders, and two-factor authentication. Standard campaigns typically receive a moderate message throughput and are approved within a few business days.

• Marketing: Promotional offers, discounts, sales alerts, and product announcements
• Customer Care: Support responses, ticket updates, and service inquiries
• Account Notifications: Password resets, balance alerts, and security notices
• Delivery Updates: Shipping confirmations, tracking details, and arrival estimates
• Appointment Reminders: Booking confirmations, schedule changes, and check-in prompts
• Two-Factor Authentication: Verification codes and login confirmations

Special Use Cases

Some industries have additional rules. Special use cases include political messaging, emergency alerts, charity and nonprofit campaigns, and campaigns related to gambling or cannabis where permitted by law. These require extra documentation and may take longer to review.

Low-Volume Mixed Use

If your business sends a small number of messages across different categories, you can register a low-volume mixed campaign. This is ideal for small businesses that might send occasional appointment reminders, a few marketing texts, and the odd customer care message. The throughput is lower, but the registration is simpler.

The Registration Process Step by Step

Campaign registration follows a clear sequence. Here is what to expect:

Step 1: Register Your Brand

Before you can create a campaign, your business must be registered as a brand. This involves providing your legal business name, EIN (Employer Identification Number), business address, and contact information. The brand goes through a trust score evaluation that affects the messaging limits you will receive.

Step 2: Create Your Campaign

Once your brand is approved, you can create a campaign. You will need to provide the following information:

• Campaign description explaining the purpose of your messages
• Use case type (marketing, customer care, etc.)
• Sample messages (at least two realistic examples)
• How you collect consumer consent (opt-in method)
• Opt-out instructions included in your messages
• The phone numbers you will send from

Step 3: Submit for Review

After you fill in all the required fields, submit your campaign for review. The Campaign Registry (TCR) reviews it first, and then each carrier (AT&T, T-Mobile, Verizon) runs their own approval process. You will receive status updates as each carrier makes their decision.

Step 4: Activation

Once your campaign is approved by the carriers, it becomes active and your phone numbers are cleared for sending. You can begin messaging immediately. Keep in mind that your messages must match the declared use case and sample messages you submitted.

Writing Effective Sample Messages

Sample messages are one of the most important parts of your campaign registration. Reviewers use them to verify that your messaging matches your declared use case. Here are best practices for writing sample messages that get approved:

• Make them realistic. Use the actual language and tone you plan to use
• Include your business name so the recipient knows who is texting
• Add opt-out instructions like "Reply STOP to unsubscribe"
• Keep them relevant to your declared use case
• Provide at least two different examples to show the range of your messaging

Compliance Requirements

Every campaign must meet certain compliance standards. These are not optional extras; they are requirements enforced by carriers and federal regulations. Here is what your campaign must include:

• Consent disclosure: You must describe how you collect opt-in consent from recipients
• Opt-out mechanism: Every message must tell recipients how to stop receiving texts
• Message frequency: You should indicate how often recipients will hear from you
• Help instructions: Recipients must be able to text HELP for more information
• Terms and privacy: A link to your messaging terms and privacy policy should be available at the opt-in point

Approval Timeline

The time it takes to get your campaign approved depends on several factors:

• Standard use cases: Typically 1 to 5 business days
• Special use cases: Up to 10 business days, sometimes longer for political or regulated industries
• Brand trust score: Higher trust scores may lead to faster approvals
• Completeness of submission: Incomplete or vague submissions take longer because they require back-and-forth

The best way to speed up approval is to provide complete, accurate information upfront. Write clear sample messages, describe your opt-in process in detail, and make sure your use case type matches your actual messaging intent.

Common Rejection Reasons

Understanding why campaigns get rejected helps you avoid delays. Here are the most frequent issues:

• Vague or generic sample messages that do not clearly represent real messaging scenarios
• Missing opt-out instructions in the sample messages
• Mismatched use case where the sample messages do not match the declared campaign type
• Insufficient opt-in description that does not clearly explain how consent is collected
• Prohibited content such as SHAFT (sex, hate, alcohol, firearms, tobacco) content without proper special use case registration

If your campaign is rejected, review the feedback carefully, make the necessary corrections, and resubmit. Most rejections are resolved with a single revision.

Tips for a Smooth Registration

• Register your brand first and wait for approval before creating campaigns
• Prepare your sample messages and opt-in documentation before you start the form
• Use specific, realistic sample messages rather than placeholder text
• Include your business name in every sample message
• Describe your opt-in process in plain language with specific details
• Consider separate campaigns for different message types to maximize throughput
• Review your submission for typos and inconsistencies before hitting submit