Guide · A2P 10DLC
Twilio A2P 10DLC Campaign Rejected — Exact Fixes by Rejection Reason
If Twilio (or your CSP) rejected your A2P 10DLC campaign, the rejection text usually maps to one of a small number of root causes. Here is a field-by-field guide to fixing each one before resubmitting — including the language US carriers expect to see, with examples.
Why A2P 10DLC campaigns get rejected
Twilio campaigns are reviewed by The Campaign Registry (TCR) and US carriers. Reviewers check whether the brand info matches public records, whether the campaign description is specific, whether sample messages contain required disclosures, whether the opt-in flow produces verifiable consent, and whether the privacy policy contains an SMS-specific section with the no-sharing-of-mobile-information clause.
1. Opt-in flow incomplete or non-compliant
This is the single most common rejection cause. Reviewers want to see: where the user opted in, the exact consent language they saw, evidence that the checkbox defaulted to unchecked, and a link to the privacy policy with an SMS section.
What to do
- Capture a screenshot of the live opt-in form with the checkbox unchecked.
- The CTA next to the checkbox must identify the brand and message types.
- Include "Msg & data rates may apply." and "Reply STOP to unsubscribe."
- The privacy policy link in the consent must be reachable and contain the SMS section.
2. Generic campaign description
"We send marketing texts to our customers" gets rejected. Reviewers want a description that names the audience, the opt-in source, the message types, the frequency, STOP/HELP behavior, and rate disclosures.
Template that works
{Brand} sends SMS messages to {audience} who have opted in via {channels}. The campaign delivers {message types}. Frequency: {freq}. Recipients may reply STOP at any time to unsubscribe and HELP for program details. Msg & data rates may apply. Opt-in records (timestamp, source, IP) are retained as evidence of consent. The sender's privacy policy contains an SMS-specific section disclosing data collection, no third-party sharing of mobile information, retention, and contact details.3. Sample messages missing required elements
Welcome messages need brand identification, STOP, HELP, frequency, and rates language. Promotional samples need the brand name and STOP. Public URL shorteners (bit.ly, tinyurl) trigger automatic flags — replace them with your own short domain or full URL.
Compliant welcome example
Acme: You are now opted in to receive appointment reminders and account alerts. Up to 4 msgs/month. Msg & data rates may apply. Reply HELP for help, STOP to unsubscribe.4. Privacy policy missing the SMS section
Even if you have a privacy policy, carriers expect a Mobile Messagingsection that discloses how phone numbers are collected and stored, the program description, retention, and — critically — that mobile information is not shared with third parties or affiliates for marketing or promotional purposes.
5. Wrong use case selected
Filing 2FA traffic as Marketing (or vice versa) commonly leads to rejection or throttled throughput. Pick Customer Care for transactional/support, 2FA only for OTPs, Marketing only for promotional content, and Low Volume Mixed only if you have multiple message types and low monthly volume.
6. Brand or website does not match registered records
TCR and carriers cross-check the legal name, EIN, and address against business registration records. A DBA in the legal name field is one of the most common reasons for vetting failure. Place the DBA in the dedicated DBA field.
7. Restricted-content rejection
Some content categories (cannabis, parts of firearms, payday lending, certain debt collection) cannot be sent over US 10DLC traffic. No packet will fix a true prohibited-content rejection. If you operate in a borderline vertical, document age gating and licensing before resubmitting.
Stop guessing. Get the exact fixes for your rejection.
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FAQ
How long does TCR vetting take after I resubmit?
Typical Standard Brand vetting completes in minutes to a few hours; campaign approval usually takes 1–7 business days, but this varies by use case and carrier review backlog.
Will I be charged again on resubmission?
TCR brand registration is paid once; vetting fees and per-campaign fees may be incurred on certain resubmission paths. Verify in the Twilio Console before resubmitting.
Do you guarantee approval?
No, and you should be wary of any vendor who does. We guarantee completeness against documented requirements. Approval depends on TCR, the CSP, and US carriers.