Navigating the SMS Campaign Approval Process
In today’s fast-paced business environment, text messaging (SMS) has emerged as one of the most effective communication tools. All businesses that send text messages, including Zultys customers, must comply with evolving industry-wide SMS regulations. Navigating the complex requirements set by The Campaign Registry (TCR) can be challenging — but Zultys makes it easy.
Table of Contents
Table of Contents
Meeting Industry Compliance for Business Text Messaging: Tips to Prevent Campaign Rejection
Mobile carriers require all businesses using 10DLC (10-digit long code) for messaging to register their campaigns with TCR, which manages the registration and verification process for SMS campaigns. In this context, campaigns include not only marketing messages, but also all business uses for SMS.
Registering your SMS campaigns with TCR helps in identifying and verifying the source of messages, ensuring that only legitimate text campaigns are running. You must provide detailed information about SMS campaigns, including the nature of the campaign, the type of messages being sent, and the expected message volume when submitting your campaign.
Zultys offers a white-glove service that guides customers every step of the way. Our comprehensive support includes managing the entire TCR submission process for your SMS campaigns. We simplify compliance with a Docusign form pre-filled with the necessary details to ensure accuracy and expedite approval. Ensuring that this information is complete and accurate will help expedite the approval process.
We have developed clear communication to outline the SMS requirements and provide guidance on submission best practices; however, Zultys cannot offer custom examples of company policies or terms tied to specific businesses, as ensuring compliance requires verbiage tailored to each organization’s unique circumstances, and offering such examples could introduce legal considerations beyond our scope of authority. The guidance that we provide is not intended to be construed as legal advice. Consult your legal counsel to ensure compliance with all SMS requirements and regulations.
Getting Started
When you are ready to begin the SMS campaign registration process, we’ll provide a link to access our Docusign form for your submission. Below are helpful tips and strategies to guide you as you complete the form.
Company Information & SMS Numbers
Through Zultys’ Docusign form, you’ll need to register company information and the numbers associated with each campaign. Note that you cannot register mobile numbers for business texting. Toll-free numbers can be enabled with SMS.Outlining Use Cases for KYC (Know Your Customer) Compliance
As mandated by mobile network operators, TCR requires that a use case is declared at the beginning of the registration process. Within the Docusign form that you’ll complete for your SMS campaign registration, you will need to select a minimum of two use cases and a maximum of five use cases from the following options:
- 2FA– Any authentication, verification or one-time passcodes
- Account Notification– Standard notifications for account holders, relating to and being about the account
- Customer Care– All customer interaction, including account management and customer support
- Fraud Alert Messaging– Messaging regarding potential fraudulent activity on the account
- Marketing– Any communication with marketing and/or promotional content
- Public Service Announcement– An informational message that is meant to raise the audience’s awareness about an important issue
- Delivery Notification– Information about the status of the delivery of a product or service
- Higher Education– Campaigns created on behalf of colleges or universities. It also includes school districts and education institutions that fall outside of any “free to the consumer” message model
- Pooling and Voting– The sending of surveys and polling/voting campaigns
- Security Alert– A notification that the security of a system, either software of hardware, has been compromised in some way and there is an action you need to take
SMS Usage and Samples
You’ll need to provide two unique sample messages to inform TCR of how your business will communicate with customers. Here are two considerations:
- The content you submit for the campaign should match your company’s product, service, or business type.
- Content can be informational (e.g., event reminders, service updates) or promotional (e.g., store promotions, special offers, product discounts).
Call-to-Action
You are required to obtain clear consent for the SMS text messages that your company sends. Within the form, you’ll need to document your opt-in and opt-out policy. You’ll need to indicate the methods and messages for getting customers to opt in:
- Using an online form
- If you collect consent on a website form where consumers provide their cell phone numbers and check a box to provide consent, you’ll need to share the URL of the web page. The checkbox for SMS consent should be unchecked by default and not required. Here is an example of consent language: “By submitting this form and signing up for texts, you consent to receive text messages (e.g. status alerts, reminders) from [Company Name] at the number provided, including messages sent by autodial. Consent is not a condition of purchase. Message and data rates may apply. Message frequency varies. Unsubscribe at any time by replying STOP or clicking the unsubscribe link (where available). Reply HELP for help. View our Privacy Policy at [link] and our Terms and Conditions at [link].”
- Using paperwork
- If you obtain written consent, you’ll need to submit a copy of a document that includes a consent checkbox and phone number field. Here is an example of consent language: “I consent to receive SMS from [Business Name]. Reply STOP to opt-out; Reply HELP; Message and data rates apply; Messaging frequency may vary. Privacy Policy link: [link]”
- Using a verbal statement
- If you obtain verbal consent, you’ll need to provide the exact script used to ask the customer to opt in. The script must be entered word for word. Here is an example of consent language: “Do you agree to receive conversational text messages from [Business Name]? The message frequency will vary and message and data rates may apply. Text HELP for help. Text STOP to cancel. View our Privacy Policy at [link] and our Terms and Conditions at [link].”
Other methods of obtaining consent may include clicking a button on a mobile page, sending a message from the consumer’s mobile device that contains an advertising word, or signing up at a point-of-sale (POS) or another message sender on-site location. For each method, you must provide specific proof of consent, such as screenshots or other documentation demonstrating how the consent was collected.
Here are samples messages for opt-in and opt-out communication. You must provide specific keywords for opting in, opting out, or requesting help, along with a corresponding message example for each action, ensuring each example is between 20 and 320 characters.
Below are common keywords and message templates businesses use in customer campaigns.
| Message type | Keywords | Sample message |
|---|---|---|
| Opt-in | START, SUBSCRIBE | Thanks for subscribing to receive notifications and alerts from [Business Name]. Reply STOP to unsubscribe, reply HELP for help. |
| Opt-out | STOP, UNSUBSCRIBE | You have been successfully unsubscribed. You will no longer receive messages from [Business Name]. Reply START to resubscribe. |
| Help | HELP | Thank you for contacting [Business Name]. Someone will reach out to you via phone call shortly. |
Note the below requirements for opt-out mechanisms:
- Support multiple opt-out methods (e.g., text, call, email) and provide clear instructions on how to opt out.
- Respect opt-out requests by sending a final confirmation message.
Privacy Policy
Ensure your business has a privacy policy that is publicly available and published online.
- TCR will review it in detail to ensure it doesn’t improperly claim to have the consumer’s consent to share end-user data with third parties for marketing purposes.
- Your privacy policy should be clear and easily accessible, explaining how consumer information is used.
- Publish your privacy policy on your website or social media page.
If your company’s privacy policy does not currently mention data sharing, you need to insert a clarification that you will not share SMS opt-in or consent status for non-service-related purposes.
Sample language: “We will not share your opt-in to an SMS campaign with any third party for purposes unrelated to providing you with the services of that campaign. We may share your Personal Data, including your SMS opt-in or consent status, with third parties that help us provide our messaging services, including but not limited to platform providers, phone companies, and any other vendors who assist us in the delivery of text messages.”
Terms and Conditions
Ensure your business has Terms and Conditions that are publicly available and published on your website. To gain approval for your SMS campaign, your Terms and Conditions must include the following SMS program disclosures:
- Program (brand) name
- Message frequency varies disclosure
- “Message and data rates may apply” disclosure
- Product description
- Customer care contact information
- Opt-out information
The following is sample language commonly used in Terms and Conditions. Please note that this may not be applicable to all business use cases, and we recommend reviewing it carefully to ensure it aligns with your specific needs.
| Sample Language | |
|---|---|
| Brand Name, Message Frequency and Cost | You will receive periodic messages from [Business Name]. Message frequency may vary. Reply STOP to unsubscribe or HELP for assistance, email or phone number. Standard messaging and data rates may apply. For more information, see our privacy policy at [link]. |
| Cost and Frequency | Standard messaging and data rates apply. Message frequency varies based on your engagement. |
| Product Description | Messages may include promotions, updates, and product-related information. |
| Support | For help, reply HELP to any message or email [email address]. Opt-outs must be done via text. |
| Opting Out | To stop receiving texts, reply STOP, END, CANCEL, UNSUBSCRIBE, or QUIT to any message. You may receive a confirmation text upon opting out. Only these exact commands will be honored. |
| Opting In | By signing up for our SMS Program, you consent to receive marketing and informational messages via text. Consent is not required for purchases. Message and data rates may apply. Frequency may vary. |
Additional Considerations and Next Steps for a Successful Submission
TCR requires that businesses avoid S.H.A.F.T. content, which includes sex, hate, alcohol, firearms, and tobacco. This type of content, as well as messages that mention CBD, cannabis, vaping, or gambling, are prohibited and are not allowed to be on your website. If this content is on your website, it may affect your campaign approval.
Please be aware that the submission process typically takes two to three weeks. However, delays may occur if the information provided to Zultys is insufficient for the submission or if the campaign is declined by TCR due to evolving standards and compliance requirements.
By working together alongside TCR, we can help to ensure a secure and transparent system for all parties involved for sending and receiving SMS messages.
