10DLC campaign description, sample and opt-in examples
Campaign descriptions, sample messages and opt-in wording to copy into Tonet's SMS Registration form, with templates for common businesses.
Carriers approve a registration when the description, the sample texts and the opt-in all describe the same texts. Find your business below, copy the template into Manage › Phones › SMS Registration, and replace everything in [square brackets].
Rules every template follows
| Field | Rule |
|---|---|
| Campaign description | Say who you are, who gets your texts, and why. At least 40 characters. One word like "Marketing" isn't enough. |
| Sample message #1 and #2 | Fill in both, even though #2 is marked optional: registrations need at least two. Name your business in each. Put the parts that change in [square brackets]. |
| Opt-out | At least one sample says "Reply STOP to opt out." Tonet won't submit without it. |
| Links and phone numbers | If your real texts have them, put one in a sample and tick the matching box under Message content. Use full links on your own website, never bit.ly or TinyURL. |
| How do end-users consent to receive messages? | Describe every way people sign up, with web addresses. 40 to 2,048 characters. |
| Opt-in auto-reply message | Only if you fill in Opt-in keywords. 20 to 320 characters. Name your business, say the texts recur, and say how to get help and how to opt out. |
Check your draft before you submit:
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.
Pick a use case
| Use case | Pick it for |
|---|---|
| 2FA | Login and verification codes |
| Account Notifications | Updates about a customer's account |
| Customer Care | Support and back-and-forth with customers |
| Delivery Notifications | Order and delivery status |
| Fraud Alert Messaging | Warnings about possible fraud |
| Higher Education | Colleges and universities |
| Marketing | Sales, offers and promotions |
| Mixed | More than one of these |
| Polling and voting | Surveys and polls, not political ones |
| Public Service Announcement | Raising awareness of a topic |
| Security Alert | Telling people a system was compromised |
Sending more than one kind of text? Pick Mixed, describe each kind in the description, and make your two samples two different kinds.
The use case is separate from the campaign type, which sets your fees. See What it costs.
Get your website ready
Carriers check the website on your registration. Before you submit, make sure it:
- Loads over https, is about your business, and isn't a parked or login-only page.
- Has an about page, a contact page, a privacy policy and terms.
- Says in the privacy policy that you don't share mobile numbers. For example:
We don't sell or share your mobile number or text message opt-in with third parties or affiliates for their marketing.- Says in the terms who sends the texts, that message and data rates may apply, and to reply STOP to opt out and HELP for help.
SMS opt-in wording for your form
Put this next to a checkbox under the phone field, on your website or paper form. Make the box optional, and let people tick it themselves.
Text me [appointment reminders and updates] from [Business name] at this number. Message frequency varies. Message and data rates may apply. Reply HELP for help, STOP to opt out. Privacy Policy: [yourwebsite.com/privacy]. Terms: [yourwebsite.com/terms].- Replace [appointment reminders and updates] with the kinds of texts you'll send.
- Promotions need their own checkbox. See Promotions and offers.
- Keep a record of each opt-in: when, how, and the number.
Describe how people opt in
This goes in How do end-users consent to receive messages? Use the one that fits, or combine them.
Website form:
Customers opt in on our [booking form] at [yourwebsite.com/book] by ticking an optional checkbox under the phone field. It reads: "[your opt-in wording]". The page links to our Privacy Policy at [yourwebsite.com/privacy] and Terms at [yourwebsite.com/terms]. Screenshot of the form: [link to screenshot].Paper form at your front desk:
Customers opt in on our paper intake form by writing their mobile number and ticking a box that reads: "[your opt-in wording]". A copy of the form is online at [yourwebsite.com/sms-form]. Privacy Policy: [yourwebsite.com/privacy]. Terms: [yourwebsite.com/terms].Texting a keyword:
Customers text [JOIN] to [your Tonet number], which we show on [our website and the sign at our counter] with this wording: "[your opt-in wording]". Photo of the sign: [link]. They get a confirmation text right away. Privacy Policy: [yourwebsite.com/privacy]. Terms: [yourwebsite.com/terms].If people can text a keyword, put it in Opt-in keywords and fill in the Opt-in auto-reply message:
[Business name]: You're signed up for [appointment updates]. Message frequency varies. Msg & data rates may apply. Reply HELP for help, STOP to opt out.Home services
For plumbing, HVAC, cleaning, landscaping and similar. Use case: Customer Care.
Campaign description:
[Business name] is a [plumbing] company in [city, state]. We text customers who book a job with us: appointment confirmations, arrival updates, estimates, and answers to their questions. Customers opt in on our online booking form.Sample message #1:
[Business name]: Your appointment is confirmed for [date], between [time window]. Reply here with any questions. Reply STOP to opt out.Sample message #2:
[Business name]: Your technician is on the way and should arrive in about [30] minutes. Reply STOP to opt out.Dental or medical office
Use case: Customer Care.
Campaign description:
[Business name] is a [dental office] in [city, state]. We text patients who opt in on our intake form: appointment reminders, rescheduling, and answers to their questions about visits. We don't send promotions.Sample message #1:
[Business name]: Reminder of your appointment on [date] at [time]. Reply C to confirm or R to reschedule. Reply STOP to opt out.Sample message #2:
[Business name]: We have an opening on [date] at [time] if you'd like an earlier visit. Reply 1 to take it. Reply STOP to opt out.Salon, spa or barbershop
Use case: Customer Care.
Campaign description:
[Business name] is a [hair salon] in [city, state]. We text clients who book with us: booking confirmations, a reminder the day before, and answers to their questions. Clients opt in when they book online or at our front desk.Sample message #1:
[Business name]: You're booked for [service] on [date] at [time]. Reply STOP to opt out.Sample message #2:
[Business name]: See you tomorrow at [time]. Need to change it? Reply here and we'll help. Reply STOP to opt out.Auto repair shop
Use case: Customer Care.
Campaign description:
[Business name] is an auto repair shop in [city, state]. We text customers whose vehicle is in our shop: estimates to approve, repair updates, and pickup notices. Customers opt in on our drop-off form.Sample message #1:
[Business name]: Your estimate for the [vehicle] is $[amount]. Reply APPROVE to go ahead, or reply with questions. Reply STOP to opt out.Sample message #2:
[Business name]: Your [vehicle] is ready for pickup. We're open until [time] today. Reply STOP to opt out.Restaurant
Use case: Customer Care.
Campaign description:
[Business name] is a restaurant in [city, state]. We text guests who order takeout or book a table with us: order-ready notices and reservation confirmations. Guests opt in on our online ordering and booking pages.Sample message #1:
[Business name]: Your order #[number] is ready for pickup at the front counter. Reply STOP to opt out.Sample message #2:
[Business name]: Your table for [party size] is booked for [date] at [time]. Reply C to confirm or reply with changes. Reply STOP to opt out.Leave out drinks and happy hours. Alcohol is on the list of content that isn't permitted from local numbers.
Online store
Use case: Delivery Notifications. Tick Messages will include embedded links, because the second sample has a link.
Campaign description:
[Business name] sells [home goods] online at [yourwebsite.com]. We text customers who ask for order updates at checkout: order confirmations, shipping updates with a tracking link on our website, and delivery notices.Sample message #1:
[Business name]: Thanks for your order #[number]. We'll text you when it ships. Reply STOP to opt out.Sample message #2:
[Business name]: Order #[number] has shipped. Track it at [yourwebsite.com/track]. Reply STOP to opt out.Login codes for your app or website
Use case: 2FA.
Campaign description:
[Business name] sends one-time passcodes to people signing in to [yourwebsite.com]. Users add their mobile number in their account settings and ask for a code each time they sign in.Sample message #1:
[Business name]: Your login code is [code]. It expires in 10 minutes. Don't share it with anyone.Sample message #2:
[Business name]: [code] is your verification code. If you didn't ask for it, ignore this text. Reply STOP to opt out.Promotions and offers
Use case: Marketing.
Promotions need written consent: a box people tick that clearly says they'll get marketing texts. Consent to reminders doesn't cover promotions.
Opt-in wording for a marketing checkbox:
Yes, text me offers and news from [Business name], up to [4] messages a month. Consent isn't required to buy. Message and data rates may apply. Reply HELP for help, STOP to opt out. Privacy Policy: [yourwebsite.com/privacy]. Terms: [yourwebsite.com/terms].Campaign description:
[Business name], a [bakery] in [city, state], sends up to [4] texts a month with offers and news to customers who signed up for marketing texts at [yourwebsite.com/texts] or at our counter.Sample message #1:
[Business name]: This week only, [20%] off [item] with code [CODE]. Shop at [yourwebsite.com]. Reply STOP to opt out.Sample message #2:
[Business name]: Our [spring menu] is here. Visit us at [location] this weekend. Reply STOP to opt out.Tick Messages will include embedded links if your promotions link to your website.
Message content boxes
Tick every box that matches your texts. The form warns that leaving one out causes rejections.
| Your texts include | Tick |
|---|---|
| A link | Messages will include embedded links |
| A phone number | Messages will include phone numbers |
| Loans or lending | Messages include content related to direct lending or other loan arrangement |
| Age-restricted content | Messages include age-gated content |
Next steps
- Register your business with these templates.
- Registration rejected: fix it and resubmit.
- Texts not delivered: what to check.
Register for texting
Register your business for texting in Tonet. The SMS Registration form step by step, what each status means, the 10DLC fees, and texting while you wait.
Registration rejected?
The common reasons carriers reject a 10DLC texting registration, and how to fix it and resubmit from Tonet's SMS Registration tab.