A2P messaging is a critical communication tool for businesses, allowing them to send messages directly to consumers via text. With the advent of A2P 10DLC (10-Digit Long Code), the messaging landscape has shifted, bringing about stricter compliance requirements for brands and campaigns.
This article delves into the common pitfalls of A2P 10DLC brand and campaign rejections and provides actionable solutions to overcome them. By addressing issues such as inconsistent use cases, unclear opt-in procedures, and duplicative campaigns, businesses can improve their A2P messaging success.
Understanding A2P Messaging and 10DLC Compliance
A2P messaging services allow businesses to send high volumes of SMS and MMS messages directly to customers. With the introduction of A2P 10DLC, companies using 10-digit long codes must comply with additional carrier regulations. These regulations are in place to protect consumers from spam and ensure the quality of messaging.
ClearSky Technologies is among the A2P SMS solution providers that help businesses with these compliance requirements, offering a platform for A2P messaging that adheres to industry guidelines.
The A2P 10DLC system improves message delivery rates but requires brands and campaigns to be thoroughly vetted. Failing to meet the specific criteria can lead to rejections, which can significantly delay communication efforts.
Common Causes of A2P 10DLC Brand and Campaign Rejections
1. Inconsistent Use Cases and Sample Messages
One of the most common reasons for campaign rejection is a mismatch between the use case and the sample messages provided during registration. If the campaign’s purpose is for marketing, but the sample messages are for authentication (e.g., OTPs or two-factor authentication), the campaign will be flagged and rejected.
To avoid this, businesses must align their campaign use case with the sample messages they submit. For instance, a marketing campaign should include promotional content in its sample messages, while a customer service campaign may use customer support messages.
2. Incorrect Brand Representation
When registering a brand for an A2P campaign, it is critical that the brand details are accurate. Issues such as using a personal email domain (e.g., Gmail) instead of a company email address can result in rejection. Additionally, using a brand name that doesn’t match the entity sending the messages will lead to problems.
A2P service providers like ClearSky Technologies help ensure brand registration accuracy by guiding businesses through the process, from brand selection to message flow verification.
3. Non-functioning Websites
If a business claims that opt-in is collected via its website, the provided website link must be functional. Non-working links are a red flag for reviewers, leading to automatic rejection.
To avoid this, businesses should ensure their websites are live and that the opt-in process is clearly visible and accessible. Moreover, if a website is in development, providing a screenshot or a temporary hosted link to the opt-in form may help mitigate the risk of rejection.
4. Duplicate Campaigns or Brands
Registering multiple brands or campaigns under the same EIN (Employer Identification Number) with identical attributes can trigger rejection due to potential spam concerns. Over-registering campaigns that share similar messaging or target audiences can also raise red flags.
To overcome this, businesses should focus on consolidating their campaigns and ensuring that each registration is unique, with a clearly defined purpose.
Best Practices for Avoiding A2P 10DLC Rejections
1. Align Use Cases and Message Samples
A consistent use case and message samples are essential for compliance. Reviewers want to see that the intended purpose of the campaign matches the content of the messages. Businesses should ensure their sample messages accurately reflect the campaign’s goals.
For example, if the campaign is for customer notifications, messages might include reminders for appointments or order status updates. Submitting OTPs or authentication messages for such a campaign would lead to rejection.
2. Accurate Brand and Contact Information
When registering a brand, ensure that all details are accurate. This includes the brand name, email domain, and website. For example, a large company should not use a personal Gmail address in the registration process, as this inconsistency can lead to campaign rejection.
A2P messaging providers like ClearSky Technologies offer support during the registration process, helping ensure all information is correct.
3. Provide Clear Opt-In Procedures
To comply with regulations, businesses must ensure that end-users provide clear consent to receive messages. Opt-in methods should be well-documented and should include evidence, such as a working link to an opt-in form or a screenshot of the consent process.
Popular opt-in methods include:
- Web forms: Users submit their phone numbers and agree to receive messages.
- Text opt-ins: Users send a keyword to a designated number to subscribe.
- QR codes: Scanning a QR code leads to an opt-in form.
A2P SMS providers like ClearSky Technologies often provide pre-built templates and best practices for setting up opt-in processes that meet compliance standards.
4. Use Message Templating Correctly
For campaigns using templated messages, businesses should clearly indicate the dynamic fields within the sample messages. For instance, placeholders for customer names or appointment dates should be indicated with brackets. This transparency helps reviewers understand the intent of the campaign and minimizes the risk of rejection.
Sample message template: “Hi [Customer Name], your appointment at [Business Name] is scheduled for [Date]. Reply STOP to unsubscribe.”
Steps to Overcome A2P 10DLC Rejections
Identify the Reason for Rejection
When a campaign is rejected, the reason will typically be provided by the carrier. Understanding the specific cause of rejection is the first step toward resolving the issue. Whether it’s a brand mismatch or an invalid website, identifying the problem helps businesses focus on the right solution.
Update Campaign Details
Once the issue has been identified, businesses should make the necessary corrections. This could involve updating the campaign’s use case, providing a correct opt-in method, or aligning the brand information with the messaging.
Re-register the Campaign
After making corrections, resubmit the campaign for review. If the adjustments are aligned with A2P messaging standards, the campaign should be approved, allowing the business to resume its communications.
Ongoing Compliance Monitoring
A2P 10DLC compliance standards continue to evolve. Businesses should stay informed about any regulatory changes and adjust their campaigns accordingly. Working with A2P messaging providers like ClearSky Technologies can help businesses remain compliant as industry requirements shift.
A2P messaging is an invaluable tool for business-to-customer communications. However, with the introduction of A2P 10DLC, it has become more important than ever to ensure that brand and campaign registrations are fully compliant with carrier regulations. By understanding the common causes of rejection—such as inconsistent use cases, incorrect brand information, and non-functioning websites—businesses can take steps to improve their approval rates.
Working with A2P SMS providers like ClearSky Technologies, businesses can navigate these regulations more effectively, ensuring that their campaigns are approved and their messages reach their intended audiences. By following best practices for opt-in procedures, message templating, and ongoing compliance, businesses can maximize the potential of their A2P messaging efforts.
