One of the most powerful channels in the messaging landscape is 10DLC, in large part because it gives brands the ability to message customers and prospects via local numbers. Small businesses, franchise owners, and local non-profits can take advantage of the power of SMS marketing without sacrificing a local touch.
But as 10DLC compliance has tightened over the past couple of years, many of these smaller brands and the platforms they use to handle messaging have become frustrated with what feel like onerous and confusing requirements. How can a smaller, non-traditional brand take advantage of this powerful platform?
Non-traditional brands don’t have to be shut out of the 10DLC messaging ecosystem. In this post we’re sharing a few specific pieces of the RCS process, and sharing insight into what carriers are really looking to see in new brand applications.
A note before we dig in: the messaging space changes very quickly, and registration approvals and rejection reasons can shift without notice. Always refer to your provider for the most up-to-date information.
6 notes on 10DLC brand registration
1. The tricky issue of an “online presence”
An ecommerce website is not required to take advantage of 10DLC messaging, but non-traditional brands do need to have some kind of online presence. An online presence can consist of a social media page (such as a Facebook business page) But remember — the purpose of this requirement is to show a consistent presence online — so make sure the link being shared is actually in use and gives reviewers a sense of who the business is.
Just because the online presence field isn’t mandatory when completing a 10DLC registration form, doesn’t mean you can skip it! Leaving this field blank could result in delays or rejection, so it’s usually best to treat it as if it were mandatory.
2. Privacy Policies and Terms & Conditions
Whatever version of online presence a brand employs, it needs to have a written Privacy Policy and Terms & Conditions to take advantage of 10DLC messaging. (Note that these documents should be written to apply to a brand’s messaging content. 10DLC campaign approval may move more slowly if these messaging-specific documents are buried in page 102 of an extensive document that covers the entire company.)
If these documents are posted on a brand’s website, they can be uploaded during the 10DLC registration process.
If the documents are not on a website, brands can take screenshots of appropriate documents and use an online image hosting site such as Google Drive or Dropbox to generate a URL for 10DLC registration purposes.
Companies can also create a PDF of the Privacy Policy and Terms & Conditions and attach it to the campaign registration. Make sure the documents include a company logo and all brand and contact information!
3. Opt-in/opt-out documentation
Be prepared to demonstrate a clear, voluntary opt-in process. For example, your users could opt-in by entering a phone number on a website and checking a box that says they agree to receive text messages from the brand.
Or, your users could also click a button on a mobile website, text a keyword to a brand phone number, or sign up in person.
Either way, opt-in messages are typically expected to include the brand name, message frequency, “message and data rates may apply” disclosure, and HELP and STOP information.
You will also be expected to demonstrate an effective opt-out process. For opt-outs, the most important piece is to make it very easy for your users to clearly understand how to opt out of messages. The following words: STOP, END, UNSUBSCRIBE, or CANCEL are most intuitive to users, and it’s advised that these are included in the opt-out instructions, along with the brand name and confirmation that the user will no longer receive messages.
4. SHAFT-C content
SHAFT-C stands for Sex, Hate, Alcohol, Firearms, Tobacco, and Cannabis/CBD. Not only is sending messages containing this content via 10DLC prohibited, but if brands have SHAFT-C content available online, their 10DLC campaigns will be rejected.
This guideline even extends to some edge cases. Even messaging content with information about the legal use of substances such as CBD oils is considered SHAFT-C content, and will be blocked in 10DLC messages.
There are two exceptions to this guideline: brands that have a strong age-gating system and proper opt-ins can be supported in marketing alcohol and tobacco via 10DLC.
5. Provide a clear campaign description
A good 10DLC brand registration will include a clear description of the intended purpose of the overall messages. It will include the brand name, the targeted recipients, and the specific reason for sending messages.
A good example of a clear campaign description might be, “Messages aimed at customers of a local spa. Appointment reminders, satisfaction follow-ups, online bill payments, and 2-way conversations.”
6. Provide clear sample messages
For a 10DLC registration to be approved, brands must provide examples of the messages they’ll be sending to users. Good examples align with the campaign description, include a sample of opt-out language, and are specific to the brand. Good sample messages include:
“Hello Sally, this is a reminder about your cut and color appointment at Betty’s Beauty Salon on June 3, 2025, at 10:00am. Reply YES to confirm or NO if you’re unable to make it. Let us know when you’d like to reschedule your appointment. Reply STOP to opt-out.”
“Hi %FirstName%! This is Ramiro with Bandwidth. We’d love to invite you to visit our booth at the upcoming Conference, which is taking place virtually and in person from Nov 9-13! Tickets are available now. There will be panels relating to voice, messaging, and 911! Register at www.bandwidth.com. Will we see you at the conference this year?”
“Good morning, Wildcats! This is a reminder that today is the last day to bring your canned food donations to Highland Elementary School. Drop off boxes are located at the main entrance. Thanks for helping our community!”
While these tips are meant for general educational purposes, and, as mentioned earlier, subject to change, a provider that provides good support can help walk you through your specific situation.
Few marketing tools offer the reach, flexibility, and impact of 10DLC messaging. With a little preparation and some careful attention to details, non-traditional brands can harness the power of 10DLC and start driving real business results.
