10DLC campaign rejected? Why, and how to fix it
The common reasons carriers reject a 10DLC texting registration, and how to fix it and resubmit from Tonet's SMS Registration tab.
Most rejections come down to details that don't match: a legal name or EIN that differs from IRS records, a website the carriers can't check, or a description, samples and opt-in that don't describe the same texts. Read the reason, fix those fields, and resubmit from Manage › Phones › SMS Registration.
The carriers make the final decision. Tonet can't approve or override it.
Check your description and samples here before you resubmit:
5 things carriers reject
- The description is 17 characters. It needs at least 40.Say who you are, who you text and why.
- The description doesn't say how people sign up.Add one sentence, like "Customers opt in on our online booking form."
- 1 sample message. Registrations need two.Fill in Sample message #2 too, even though it’s marked optional.
- No sample says how to opt out.Add "Reply STOP to opt out." Tonet won’t submit without it.
- No sample names your business.Start each with "Cool Air HVAC:".
- A link uses a URL shortener.Use the full link on your own website. bit.ly, TinyURL and other public shorteners are rejected.
- The texts look like promotions, but the use case is Customer Care.Promotions are Marketing. Several kinds of texts are Mixed. Promotions also need their own opt-in checkbox.
See why it was rejected
- The SMS Registration tab shows Rejected and a Reason for rejection box.
- Tonet also emails the reason to your E-mail for notifications. The subject is "Your SMS registration was not approved".
Fix and resubmit
Owners, managers and administrators can do this.
- Go to Manage › Phones and open the SMS Registration tab.
- Read the Reason for rejection. Keep the email open or copy the reason: it isn't shown while you edit.
- Click Edit and resubmit.
- Fix the fields the reason names. Use the table below.
- Type your name in Type your full name to certify and click Submit.
The status goes back to Submitted.
Fees aren't refunded when a registration is rejected, and a resubmission is charged again. Check every row below before you submit.
Why 10DLC campaigns get rejected
| Reason | How to fix it |
|---|---|
| Legal name or EIN doesn't match IRS records | Copy the name exactly as it is on your IRS EIN letter (CP 575 or 147C), with Inc. or LLC. A new EIN can take 30 to 90 days to reach the records carriers check. |
| Website can't be checked | Use a live https site about your business, not a parked, for-sale or login-only page. It needs an about page, a contact page, a privacy policy and terms. |
| Contact details look personal | Use an email address at your business's domain, not Gmail or Yahoo, and a phone number that works, ideally the one on your website. |
| Privacy policy allows sharing | Add a line saying you don't share mobile numbers or opt-in data with third parties for their marketing. |
| Campaign description is vague | Say who you are, who you text and why. "Customer outreach" isn't enough. |
| Sample messages don't fit | Give two real examples that match your description and use case. Name your business in each. Put the parts that change in [square brackets]. |
| No way to opt out | Add "Reply STOP to opt out." to your samples. |
| Opt-in isn't clear | List every way people sign up, with web addresses, and link to a screenshot or photo of each form or sign. The wording people see must name your business and the kind of texts, say how often you text and that message and data rates may apply, and mention HELP and STOP. |
| Use case doesn't match | Pick the use case your samples show. Promotions are Marketing. Several kinds of texts are Mixed. |
| URL shortener in a sample | Use the full link on your own website. bit.ly, TinyURL and other public shorteners are rejected. |
| Content not declared | Tick every box under Message content that applies: links, phone numbers, lending, age-gated content. |
| Content that isn't permitted | See the next section. Editing the wording won't fix this. |
Templates for each field are in What to write.
Content you can't register
The form lists what isn't permitted from local numbers:
- High-risk financial services
- Third-party lead generation
- Debt collection and forgiveness
- "Get rich quick" schemes or multi-level marketing
- Illegal substances
- Gambling
- Sex, hate, alcohol, firearms and tobacco (SHAFT)
A campaign rejected for this kind of content can't be fixed by rewording it.
Errors before you can submit
Before anything is filed, Tonet checks the form and lists problems under Fix these before submitting. These aren't rejections and cost nothing.
| Message | Fix |
|---|---|
| At least one sample message must say how to opt out | Add "Reply STOP to opt out." to a sample |
| The end-user consent description must be at least 40 characters | Describe exactly how people opt in |
| You listed opt-in keywords, so an opt-in auto-reply message is required | Fill in Opt-in auto-reply message, or clear the keywords |
| You supplied an opt-in message, so the opt-in keywords are required | Fill in Opt-in keywords, or clear the message |
| The opt-in message must be at least 20 characters | Make the auto-reply longer |
| You must confirm your messaging excludes the prohibited content listed above | Tick the box under Not permitted from local numbers |
| Select at least one phone number to enable local SMS on | Pick a number under Numbers |
| ... is required | Fill in that field |
More information needed is not a rejection
More information needed means Tonet support needs something before your registration can go on. Read the message, then either:
- Answer under Messages, click Attach files if they asked for a screenshot, and click Send reply. The status goes back to Under review.
- Or click Edit and resubmit. While you edit, What we asked you to fix stays above the form.
Next steps
- What to write: templates to copy.
- SMS registration: fees, statuses and how long it takes.
- Not sure what the reason means? Email support@tonet.ai.
What to write
Campaign descriptions, sample messages and opt-in wording to copy into Tonet's SMS Registration form, with templates for common businesses.
Texts not delivered?
What Not sent and Not delivered mean in Tonet Messages, and how to fix unregistered numbers, carrier filtering, STOP opt-outs and links.