MNO Approval: How Carrier Approval Works for 10DLC

After you register your brand and campaign with The Campaign Registry (TCR), the next step is carrier approval. Each mobile network operator (MNO) independently reviews your campaign before allowing messages to flow to their subscribers. This process is separate from TCR registration and has its own rules, timelines, and potential pitfalls.

Understanding how carrier approval works helps you prepare better submissions, avoid common mistakes, and know what to do if a carrier rejects your campaign.

What Is MNO Approval?

MNO stands for Mobile Network Operator, which is another name for a wireless carrier. In the United States, the three major MNOs are AT&T, T-Mobile, and Verizon. Together, they serve the vast majority of wireless subscribers in the country.

MNO approval is the process where each carrier reviews your registered 10DLC campaign and decides whether to allow your messages on their network. Each carrier has its own review criteria, and approval from one carrier does not guarantee approval from another. Your campaign must be approved by each carrier before you can send messages to that carrier's subscribers.

How the Approval Process Works

The carrier approval process follows a general sequence, though the specifics differ by carrier:

1. Campaign Registration with TCR

First, your campaign is registered with The Campaign Registry. TCR performs its own review of your brand identity, use case, sample messages, and opt-in practices. Once TCR approves the campaign, the registration data is shared with the carriers.

2. Carrier Review

Each carrier receives your campaign data from TCR and conducts their own review. They evaluate your brand trust score, use case type, sample messages, consent practices, and overall compliance. Some carriers use automated systems for initial screening, followed by manual review for flagged campaigns.

3. Decision

After review, each carrier makes one of three decisions:

• Approved: Your campaign can send messages to that carrier's subscribers
• Rejected: Your campaign does not meet the carrier's criteria. A reason is provided
• Pending review: The campaign requires additional manual review, which takes more time

4. Activation

Once approved, the carrier activates your campaign on their network. Your phone numbers are cleared for sending, and messages to that carrier's subscribers will be delivered normally. You will receive your assigned throughput limits, which determine how many messages per second you can send.

Carrier-Specific Details

Each carrier has its own approach to 10DLC approval. Here is what to expect from each:

AT&T

AT&T was one of the first carriers to implement strict 10DLC enforcement. Key things to know about AT&T approval:

• Approval typically takes 3 to 7 business days
• AT&T applies per-message fees to all 10DLC traffic
• Unregistered traffic is subject to heavy filtering and may be blocked entirely
• AT&T places strong emphasis on brand verification and trust scores
• Marketing campaigns may receive additional scrutiny
• AT&T has a formal appeals process for rejected campaigns

T-Mobile

T-Mobile (which now includes the Sprint network) has its own 10DLC requirements:

• Generally the fastest to approve, often within 1 to 3 business days
• T-Mobile assigns throughput based on your brand trust score
• Strict content filtering with automated systems that scan message content
• T-Mobile requires a DCA election before campaign activation
• Daily message limits apply, which vary by trust score
• T-Mobile has specific rules about URL shorteners in messages

Verizon

Verizon's 10DLC implementation:

• Approval timelines similar to AT&T, typically 3 to 7 business days
• Verizon applies its own per-message surcharges
• Strong focus on consent verification during review
• Verizon may request additional documentation for certain use cases
• Less aggressive initial filtering than AT&T, but increasing enforcement

Common Rejection Reasons

Understanding why carriers reject campaigns helps you avoid the same mistakes. Here are the most common reasons:

The Appeal Process

If your campaign is rejected, you have options. The appeal process varies by carrier, but the general approach is the same:

Option 1: Fix and Resubmit

The most common path. Review the rejection reason, update your campaign to address the issue, and resubmit. This works for most rejections, especially those related to sample messages, use case descriptions, or opt-in documentation. Most resubmissions are reviewed within the standard timeline.

Option 2: Formal Appeal

If you believe the rejection was made in error, you can file a formal appeal through your CSP. Appeals are reviewed by a different team at the carrier and may involve additional documentation. This process takes longer but is appropriate when you believe your campaign was incorrectly categorized or unfairly evaluated.

Option 3: Escalation

In rare cases where standard appeals are not resolved satisfactorily, your CSP or DCA may be able to escalate the issue directly with the carrier. This is typically reserved for cases where there is a clear policy misunderstanding or a technical error in the review process.

Approval Timelines

Here is a summary of typical approval timelines. These are estimates and can vary based on campaign complexity, review queue volume, and time of year:

After Approval: Ongoing Compliance

Getting approved is not the end of the process. Carriers continuously monitor approved campaigns and can suspend them at any time if compliance issues arise. Here is what you need to do after approval:

• Stay on topic: Only send messages that match your registered use case
• Honor opt-outs: Process STOP requests immediately, every single time
• Monitor complaints: Keep your complaint rate low by only messaging people who want to hear from you
• Update your registration: If your messaging changes significantly, update your campaign registration to match
• Watch your throughput: Stay within your assigned limits to avoid triggering carrier filters
• Keep records: Maintain detailed consent records that can be provided if carriers audit your campaign

Tips for Getting Approved Faster

While you cannot control carrier review timelines, you can improve your chances of a quick approval by following these practices:

• Complete your brand registration first and ensure a high trust score
• Write clear, specific sample messages that match your declared use case exactly
• Describe your opt-in process in detail, including where and how consent is collected
• Include opt-out instructions in every sample message
• Avoid restricted content categories unless you have the proper special use case registration
• Use your own domain for any URLs in your messages rather than third-party shorteners
• Double-check all information before submitting to avoid back-and-forth corrections