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The 10DLC Prep Checklist

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Emily Myers
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10DLC is a new messaging standard introduced by US phone carriers to prevent spam. 📲TCR (The Campaign Registry) is the entity that vets 10DLC registrations. All new 10DLC submissions are subject to a manual vetting process which can take up to one business week. 

10DLC registration is required to send text messages, and while the approval process is managed by the phone carriers and TCR, Hustle makes registration as simple as possible. This article provides a checklist for what we recommend to have in place before registering for 10DLC.

✨ 10DLC registration can take some time due to TCR approvals, so it’s important to start this process as soon as possible. If your TCR campaign is rejected, this will increase your timeline to approval.  

Everything described below will be verified by TCR. 10DLC registration and vetting has become increasingly detailed and strict. Their vetting is extremely thorough and they will reject your submission if any part does not meet compliance standards. Please follow all of our below guidelines and contact support at support@hustle.com with any questions prior to submitting your registration to avoid a rejection. 

For full guidance on how to register, hop over to How do I register for 10DLC with Hustle?

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✋ Important setup: Website Compliance!

The first thing you should do to prepare for 10DLC registration is confirm your website's compliance! Most 10DLC rejections are caused by non-compliant websites!  TCR will check for the following content when reviewing your registration and if they are unable to verify any requirements, they will reject your campaign. 

 

✅ A working and compliant website:

TCR will look at the website associated with your brand entity to confirm the presence of the following. (This can be a social media page, as long as it is accessible and verifies the business identity.)

  • Compliant and easily accessible Terms and Conditions: Your Terms and Conditions must have an SMS disclosure that includes the types of messages consumers can expect to receive, texting cadence, message and data rate notices, privacy policy links, HELP information, and opt-out instructions. You can find more about compliant Terms and Conditions here.
  • Compliant and easily accessible Privacy Policy: Your Privacy Policy must include a disclaimer that no mobile opt-in will be shared with third parties for marketing purposes. More about compliant Privacy Policies here.

  • No prohibited content: If there’s any prohibited content* on the website, the campaign will be rejected. The following types of content are prohibited on 10DLC: CBD, Cannabis, Sex, Hate, Alcohol, Firearms, and Tobacco. 

✅ Compliant opt-in disclosures:

We strongly recommend having a compliant opt-in form on your website as this is the easiest method for TCR to confirm. In order for your website opt-in process to be compliant, you need to ensure that all of the phone collection forms include the following (if any of your phone collection forms do not have the following, you will be rejected). 

    • Opt-in disclosure: All phone number collection forms must include an opt-in disclosure. (By providing your cell phone number, you agree to receive text messages to your number...")
    • Brand name: Your disclosure must state the name of the organization sending messages. (Which should match your Brand name.) 
    • Message types: Your disclosure must state what kind of messages are being sent. (e.g. marketing, fundraising, organization updates, cart reminders, ways to get involved, organizational updates, advocacy opportunities, etc.)

      • Donation Solicitation Disclosure: If you will ask for donations with this campaign, you must state so on all opt informs. (By submitting this form and signing up for texts, you consent to receive donation asks, and informational messages from <Organization>.")

      • Marketing Disclosure: If you are sending marketing text messages, you must state so in on all opt-in forms. ("By providing your cell phone number, you agree to receive <marketing, promos, cart reminders, etc.> calls and texts."

      • Please note that if you are sending Marketing messages, you must include an opt-in checkbox on your phone collection forms so that the end user can choose whether or not to opt into marketing messages. The checkbox cannot be pre-checked.

        ☐ By providing your cell phone number and checking this box, you agree to receive marketing calls and texts to your number from <Organization>. Msg frequency <varies, daily, weekly, monthly, etc.> Reply STOP to unsubscribe. Reply HELP for help. Msg and data rates may apply. <Privacy Policy link> <Terms & Conditions link>

    • Message frequency disclosure: ("Msg frequency <varies, daily, weekly, monthly, etc.>")
    • Message and data rates disclosure: ("Msg and data rates may apply.")
    • HELP information: ("Reply HELP for help.") 
    • Opt-out information You must state how subscribers can opt out of messaging ("Reply STOP to unsubscribe.")
        • Acceptable opt-out language must include at least one of the following words: end, stop, unsubscribe, or arrêt. If you’re using an opt-out phrase, it must be separated by spaces (i.e., STOP2END is not acceptable; it should be STOP 2 END). 
    • Privacy Policy link: Privacy Policy Guidance here
    • Terms & Conditions link: Terms & Conditions Guidance here

✨ Here’s an example of a compliant opt-in disclosure on a website form collecting phone numbers: "By providing your cell phone number, you agree to receive donation asks and informational calls and texts to your number from <Organization>.  Msg frequency varies. Reply STOP to unsubscribe. Reply HELP for help. Msg and data rates may apply. <Privacy Policy link> <Terms & Conditions link>

 

Opt in Form Sample (3).png

 

🛑 Registering your Brand

Now that your website is compliant and ready to go, let's make sure you're ready to register your brand! For the purposes of 10DLC, a brand is defined as a legal entity with an Employer Identification Number or EIN. A brand is registered to inform carriers who is sending traffic to their subscribers.

 

✅ Confirm your EIN (nine-digit tax identification number)

An EIN is required to register a brand for 10DLC.

If there is an issue with your TCR brand review and it is stuck in Pending status, send your IRS determination letter to support@hustle.com for the fastest resolution. If you have not yet received a determination letter, please note that you may receive a lower TCR score until your entity status has been confirmed by the IRS. 

 

✅ Apply for a Campaign Verify token:

This step is only for political campaigns, political parties, PACs, and 527’s. If you are not one of those types of entities, you can skip this step. If you are one of those entities, you must get a token from Campaign Verify. Note that this process happens outside of Hustle. Once Campaign Verify has completed their vetting, they will give you a CV Token for the current political cycle that you will use for your Brand registration.. 

  • Your CV token will look something like this: cv|1.0|tcr|10dlc|f1234eaa-72fb-444c-987c-98d6b4399ad9|dfadlWJp4HkSf063HZJbnszPwO-XIdCOYBXKQLD8tw
  • When registering your brand, you will select political committee = yes and then enter your CV token in the field provided.

A CV token can only be used for one brand registration. If you used a token for a different texting vendor, it cannot be used again in Hustle. If you have an active CV account and need a second token, you can get one by following CV’s instructions here. For any questions about Campaign Verify's process, you can reach out to their support team at support@campaignverify.org

 

Once you've gotten this info, you can Register your Brand in Hustle! 🥳 In the meantime, let's move on to what you need in order to register your Campaign! 

 

🛑 Registering your Campaign

Once your website is compliant and your Brand is registered, it's time to register a campaign. Campaigns are defined as the use-cases or the kinds of messages brands text to audiences. (e.g. Marketing, Public Service Announcements, Political, Higher Education, etc.) Campaign Registration informs carriers what type of traffic is being sent to their subscribers.

Note: One campaign can be applied to up to 49 groups in Hustle to use for messaging, so most clients will not need to register more than one campaign. Registering multiple identical campaigns at once can result in a slower approval process. 

All TCR campaign submissions will be subject to a manual review by the downstream Direct Connect Aggregator (DCA). This review process can take up to one business week, and if rejected will take longer. To avoid rejection be sure to follow all recommendations below.

 

✅ Choose your use case(s) 

Use cases describe the kind of messages you will be sending for this campaign. You will select your use case when registering your campaign.

✨ For highest throughput speeds, we recommend using the Mixed use case, unless:

  • You have a brand registered with a Campaign Verify token.
  • You are a 501(c4) entity and can use the Political Special Use Campaign.
  • You have a TCR brand trust score below 50.

🛑 Notes on the Marketing use case:

  • Please note that if you select Marketing as one of the use cases for your campaign, the opt-in form on the website must include a checkbox so that the end user can choose to opt into marketing messages or choose not to. The checkbox cannot be pre-checked. Please also be sure your SMS disclosure includes the marketing/promotional text messages as a type of message being sent:

🛑 Notes on the Non-Profits and use cases:

  • If you are a non profit and select the charity use case, you must be sure that you are a 501c3. This is the only kind of non-profit that can choose the charity use case. However, as a 501c3 you can select other use cases if something fits better (for example, a school could be a 501c3 but select k12 as their use case).

☐ By providing your cell phone number and checking this box, you agree to receive marketing calls and texts to your number from <Organization>. Msg frequency <varies, daily, weekly, monthly, etc.> Reply STOP to unsubscribe. Reply HELP for help. Msg and data rates may apply. <Privacy Policy link> <Terms & Conditions link>

 

✅ Write a clear and accurate description of your campaign:

The description should align with the selected use case and should describe how you'll be using this campaign, including the use case(s) selected previously.

  • If donations are collected, it must be clearly stated in the campaign description! ("This campaign is to ask donors if they would like to make a donation to <Organization>."
  • If the use case and the description do not align, the campaign will be rejected.
  • If multiple use cases are registered, describe all use cases in the description.

IMPORTANT: If the use case and the description do not align, the campaign will be rejected. For example, if you chose the Mixed use case and then select the sub use cases "Polling and Voting" and "Marketing", you could write something like the following: 

"Messaging members about upcoming polling and for marketing purposes."

 

✅ Select your messaging frequency: 

Be sure you are consistent in communicating your messaging frequency. All of your phone collection forms should state the messaging frequency that the subscriber is opting into. This must match the frequency you choose on your campaign registration and the frequency mentioned in your Terms and Conditions.

 

✅ Confirm your Accreditation Listing (if asking for donations): 

The campaign registration form will ask if this campaign is collecting donations. If so, you will be asked for an Accreditation Listing. This is a URL to the listing of the non profit from a 3rd party service like Charity Navigator. In order to collect donations with your campaign, your nonprofit must be accredited by at least one of the accreditation organizations below:

  • www.give.org – To be accredited by the Better Business Bureau Wise Giving Alliance, a nonprofit must have a current report on file.
  • www.charitynavigator.org – To be accredited by Charity Navigator, a nonprofit or charity must currently have a 3 or 4-star rating.

IMPORTANT: If you are collecting donations with this campaign, you must...

- Disclose this on all phone collection forms
- State so in your campaign description (above)
- Check the box that asks if you are collecting donation and provide your accreditation listing
- Provide a sample message demonstrating a donation ask (sample messages will be collected further along in the campaign registration form.)

If do one of the above but not the other two, your campaign will be rejected.For example if you state in your campaign description that you will collect donations, you check yes that you will collect donations, you provide your accreditation listing and a sample message with a donation ask but you do not disclosure that you will be asking for donations on your donation form, your campaign will be rejected.

 

✅ Review and confirm your Opt-in Methods:

Most rejected campaigns are rejected due to insufficient opt-in methods, so it’s very important to make sure your methods are compliant before registering your campaign. All entities sending text messages are required to follow CTIA guidelines for text messaging opt-in process. Opt-ins must be 1 to 1, can't be shared with third parties, and can't be implied. It must be clear, conspicuous, and can't be obscured within the terms & conditions and/or other agreement(s). 

 

Step 3 of the Campaign Registration will ask about your opt-in methods. We highly recommend having opt-in available for your website as that is the easiest method to get verified and approved. If your opt-ins are through your website, will need to provide a link to the phone collection and opt-in form on your website. For all other opt-in methods, you should include a clear and concise description of how an end user signs up to receive messages. All methods need to be able to be easily verified by TCR.

 

✨ Compliant opt-in method examples: 

1️⃣ Entering a phone number through a website form with all required disclosures.

This is the opt-in method most likely to be approved, as this is the easiest method for TCR to verify. For this method, TCR will check all phone collection forms on your website to confirm that they contain the required disclosures. Missing any of these disclosures will result in a rejection.

    • Brand name
    • Message type(s)
    • Marketing disclosure if applicable
    • Donation solicitation disclosure if applicable
    • Message frequency 
    • Message and data rates disclosure
    • HELP information
    • Opt-out information
    • Privacy Policy link
    • Terms & Conditions link

🛑 Please review the ✅ Compliant opt-in disclosures section of this article which details each of these components of a compliant website phone collection and opt-in form. A non-compliant opt-in form is one of the most common reasons for campaign rejections so this is incredibly important to do correctly.

PLEASE NOTE: If your phone collection forms require the user to input information before they will see below required content, you will need to clearly outline the steps one must take to arrive at this content in the disclosure section of your campaign registration. Below is an example of how an organization has outlined this process in their campaign registration so that TCR was able to find the required disclosures (🚨 Please Note: that collecting opt-ins by a mandatory donation form is non-compliant):

1. Go to our events page here.
2. Select the event you're signing up to participate in
3. Then they will input phone number and see the opt-in disclosure, a link to our Ts&Cs, and privacy policy, our message frequency disclosure, customer care contact info and our opt-out information.

 

2️⃣ Sending a message from the consumer’s mobile device that contains an advertising keyword.

  • Example: Consumers opt in by texting START to (111) 222-3333.
    • Note: If this is your opt-in method, your opt-in description on the campaign form will need to include a link to a webpage where the keyword opt-in is advertised. This is needed to show TCR how the consumer/recipient is informed to text the keyword/initiate the text messaging conversation. We also recommend that this page includes all required disclosures: 
    • "By texting this keyword, you agree to receive <type of contact e.g. marketing> calls and texts to your number from <Organization> about issues and ways to get involved.  Msg frequency <varies, daily, weekly, monthly, etc.> Reply STOP to unsubscribe. Reply HELP for help. Email [email address] for support. Msg and data rates may apply. <Privacy Policy link> <Terms & Conditions link>

 

3️⃣ Signing up at a point of sale (POS) or another message sender on-site location.

If the opt-in is collected verbally, you must provide a copy of the opt-in script read to the consumer

 

4️⃣ Opting in over the phone using interactive voice response (IVR) technology.

      • Example: "Hustle: You’re now opted-in to <Brand's> platform notifications. For help, reply HELP. To opt out, reply STOP."
  •  

🛑 Non-Compliant opt-in method examples (based on rejected campaign submissions): 

1️⃣ The Voter File, or accessing any public database with phone number information

2️⃣ Purchased list of phone numbers 

3️⃣ Texting existing customers without prior explicit opt-in 

4️⃣ Pre-checking an opt-incheck box on a phone collection form. 


✅ Review and confirm your opt-out methods:

Acceptable opt-out disclosures must include at least one of the following words: end, stop, unsubscribe, or arrêt (French). If you’re using an opt-out phrase, it must be separated by spaces (i.e., STOP2END is not acceptable; it should be STOP 2 END). Opt out instructions must be included in:

  • Phone collection form disclosures (reply STOP to opt out)
  • Your Privacy policy

    • Example: “If you wish to be removed from receiving future communications, you can opt out by texting STOP, QUIT, END, REVOKE, OPT OUT, CANCEL, or UNSUBSCRIBE.”

  • Response message to Key Word opt ins

    • Example: "Thank you for opting in to receive recurring messages from [Company Name]. Msg frequency varies. Msg & data rates may apply. Reply HELP for help. Reply STOP to cancel."

✅ Check your sample messages 

You will need to provide at least one sample message for each use case type you selected. Your sample message(s) should reflect the kinds of messages your brand will send for each use case. The sample message must also reflect the information you entered for your campaign description. Your sample messages will need to provide the following:

  • An introduction for the contact and the person texting (Hi <Contact>! This is <texter's name>)
  • Must mention the Organization/Brand the texts are being sent from
  • Include opt-out language (which is included in the Hustle form and will be appended to all of your sample messages.)
  • If you will be collecting donations with this campaign, you must have at least one sample message that demonstrates a donation ask.

Sample Message Example: Hi <Contact>! This is <Agent> with <Organization> Have you RSVP'd for our event coming up? You can RSVP at <link> Reply STOP to Opt Out

 

IMPORTANT: Your sample messages, campaign description, and selected use case(s) must all match and make sense together. If they do not match, your campaign will be rejected.

Example of mismatched content:
Campaign Description: We will be contacting members with event updates.
Use Case: Mixed > Polling and voting
Sample Message: Hi <Contact>! This is <Agent> with <Organization> Can we count on you to donate to our End of Year fundraising goal? Reply STOP to Opt Out

A campaign submission with the above information would be rejected because the campaign says it is for event updates, the use case is for polling and voting, and the sample message is about donations. 

 

✅ Confirm your Privacy Policy compliance:

Per CTIA guidelines, message senders must maintain a readily accessible, compliant Privacy Policy. The Privacy Policy should be easy to access from your brand's main website, and should be linked on all forms collecting phone numbers.  

The most important aspect of the Privacy Policy mandates clearly describing how consumer data will be used and shared (if applicable), and how consumers can contact the message sender. The language presented in a sender's Privacy Policy is heavily scrutinized to ensure the message sender doesn't improperly claim to have the consumer’s consent to share end-user data with third parties for marketing purposes. A compliant policy must explicitly state that consumer information is not shared with third-parties for marketing purposes. If your brand does engage in information sharing with third parties, we recommend adding language to your privacy policy to specify that text messaging is excluded. For example: "Text messaging opt-in is excluded from information sharing with third parties." Your privacy policy should include the following details:

  • The nature of the information you collect.
  • The methods by which you gather information from your users.
  • The ways in which you utilize and distribute any collected information.
  • Clearly states that you do not share or sell collected information without consent or unless legally obligated to do so.
  • Steps by which users can unsubscribe/opt-out from your communications.

⚠️ Important, Please Note: The absence of a privacy policy or the presence of a non-compliant one will result in the rejection of your campaign. Non-compliance typically pertains to the sharing of consumer information with third-parties for marketing purposes. The Privacy Policy must unequivocally state that personal information will not be shared with third parties without consent or unless legally required.

 

✨ Privacy Policy Generators ✨: Privacy Policy Generators can facilitate in creating a privacy policy. Please be sure that you update, edit, and adjust any and all information to align with your specific brands purposes and policies.

The following websites offer such generators:

 

✅ Confirm your Terms and Conditions compliance: 

Per 10DLC requirements, you'll need to have a readily available Terms and Conditions page. The Terms and Conditions should be easy to access from your brand's main website, and should be linked on all forms collecting phone numbers.  

In your Terms and Conditions, be sure to set forth the legal agreements between your service and its users, including usage guidelines, sale modalities, rights, liabilities and especially the following:

  • Brand name
  • Types of messages the consumer can expect to receive (include the marketing/promotional or fundraising texts here as well)
  • Message frequency disclosure (this must match the message frequency you enter in your campaign registration and the frequency on your opt in disclosure forms).
  • "Message and data rates may apply" disclosure
  • Customer care contact information (Text HELP for help, contact [email address] for support, etc.)
  • Opt-out information (Text STOP to cancel)

An example of compliant language  might look like this:

Messaging Terms & Conditions

You agree to receive informational messages (appointment reminders, account notifications, etc.) from [Company Name]. Message frequency varies. Message and data rates may apply. For help, reply HELP or email us at [email address]. You can opt out at any time by replying STOP."

You'll then include the direct link to your website's terms and conditions when filling out Step 5 of your campaign submission form in Hustle along with your Privacy Policy.

Note: The information in your Ts&Cs must match what you entered in your phone collection form disclosure as well as your campaign registration form. This includes details on the types of messages consumers can expect to receive, texting frequency, message and data rate notices, customer care instructions (reply HELP for help), privacy policy links, and opt-out instructions.

 

✨ Terms and Conditions Generators ✨: Terms and Conditions Generators can facilitate in creating a terms and conditions page. Please be sure that you update, edit, and adjust any and all information to align with your specific brands purposes and policies.

The following websites offer such generators:

 

Now that you have reviewed this list, you are ready to register your campaign! ⭐ Once your campaign is submitted in Hustle, the manual review process typically takes several days to one business week, so check back for updates.

Reach out to support@hustle.com with any questions on the registration process. 

✨Pro Tip! While you're waiting for your campaign to be approved, get started on setting up your groups, adding agents, uploading contacts and creating goal drafts! 

 

 

 

 

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