Campaign registrations should meet each of the following descriptions for each field.
Campaign Description
The description should be thorough and provide an explanation of 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.
Successful Example | Failed Example |
“Messages are sent by Acme to its existing customers. OTP Messages for MFA challenges for logging into the online portal to make changes to a user profile for security purposes.Customers confirm with an SMS when profile changes are made.”
| “Blank”
Why is this rejected? No information is provided for the campaign's purpose.
“This campaign sends messages to customers” Why is this rejected? It does not provide information on who is sending and receiving messages and why messages are being sent. |
Message flow/Call-to-Action
The message flow/call-to-actions needs to provide clear and conspicuous details on how an end customer consents to receive messages and understand the purpose of the messaging.
Call-to-Action should contain the following information:
The program or product description
Telephone number(s) from which messaging will originate
Identify of the organization or individual being represented in the initial message
Clear and conspicuous language about opt-in and any associated fees or charges
Compliant Privacy Policy
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 details provided in this field. Provide evidence such as a hosted link to screenshot or document for opt-in that occurs behind a gated login or on a paper form.
Successful Example | Failed Example |
Message Flow: “Customers provide opt-in specifically when enrolling into our website, or in person by requesting SMS capabilities within the store. Opt-in during website is a self-service process and occurs at acme.com/signup”Website Opt-in Language: “By submitting, you authorize ACME to send text messages with offers and other information. Message/data rates apply. Consent is not a condition of purchase. [Link to terms and conditions].”
| “Customers sign up”
Why is this rejected? Where and how the customer provides opt-in is unclear.
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Sample Message
Sample messages should reflect actual messages to be sent under campaign and indicate templated fields with brackets. Ensure consistency with 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.
Successful Example | Failed Example |
“ACME 2FA Notice:Here is your one time password: 1234
Call [phone-number] to report if this request was not made by you.”
| “You have an upcoming appointment”
Why is this rejected? Opt-out is not provided, campaign will be rejected.
|
Opt-in Keywords
Please provide all keywords that allow users to opt-in to receive campaign messages.
Successful Example | Failed Example |
“START, OPTIN, UNSTOP, IN”
| "“Blank”
Why is this rejected? Message flow indicates customers can opt-in through text but no opt-in keywords are provided, campaign will be rejected
|
Opt-in Confirmation Message
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.
Opt-in confirmation message should include:
Program (brand) name or product description
Customer care contact information (HELP command instructions)
Opt-out instructions
Disclosure that the messages are recurring and the frequency of the messaging
A “Message and data rates may apply” disclosure
Successful Example | Failed Example |
“You are successfully opted in for messages from ACME for account notifications. Message and data rates may apply. Reply Help for additional support. Reply STOP to unsubscribe.”
| “You opted in for messages”
Why is this rejected? Opt-in message does not contain any information on brand and no information on opt-out process, campaign will be rejected.
|
Opt-out Keywords
Please provide all keywords that allow end users to stop receiving messaging from this campaign.
Successful Example | Failed Example |
“STOP, UNSUBSCRIBE, END, QUIT, HALT”
| “Blank”
Why is this rejected? Twilio default Opt-out handling is disabled. As such, opt-outs must be handled via Twilio Advanced Opt-Out or by your application. Specify the keywords you have configured for Opt-out handling.
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Opt-out Confirmation Message
When end users send opt-out keywords, the response messages need to include acknowledgement of opt-out request, brand name, and confirmation that no further messages will be sent.
Successful Example | Failed Example |
"You have successfully been unsubscribed from Acme Corporation. You will not receive any more messages from this number."
| “Opt-out successful. You will not receive any more message from us.”
Why is this rejected? Opt-out message does not include brand, campaign will be rejected.
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