Sometimes, A2P campaigns may face rejection when users incorporate custom fields or values in their sample message templates during the approval process for campaign details. It is crucial to emphasize that this practice is strongly discouraged.
Here is an example of a message template that should be avoided:
"Hello ##{{name}}!
Mark from [write the client's company name here] here. We remember you had signed up to receive an appointment with us a little while back.
When could we get you rescheduled?
Reply STOP to opt-out."
Instead, here is an example of a well-structured message template:
"Hey, Melvin!
Mark from LegionFacts LLC here. We remember you had signed up to receive an appointment with us a little while back.
When could we get you rescheduled?
Reply STOP to opt-out."
Forbidden use cases will result in Campaign rejection
Ensure that your A2P Campaign adheres to the Messaging Policy guidelines and does not include prohibited content like cannabis, hate speech, and other restricted materials. Complying with these regulations is essential for a successful campaign.
Opt-In Guidelines
After reviewing the rejected campaign, we identified that the opt-in description needs more details. For instance, end users opt-in by contacting us through various methods, such as telephone, email, chat, messenger, etc.
Please note that Opt-In Keywords should also consist of alphanumeric or accented characters. It is not allowed to use spaces between keywords, like 'I Agree' and 'Sign UP.' However, one-word keywords are acceptable. Appropriate options include Subscribe, Start, Y, Yes, Confirm, and Register.
Additional information beyond what has been provided is necessary to understand the end user's experience, as testing the Optin functionality has yet to be feasible.
The opt-in process must adhere to the following guidelines to our carrier requirements.
Website Opt-In: Implement a form on your website allowing clients to input their phone numbers and consent to receive messages. Clearly state that submitting their phone number allows them to receive messages from your company. Include a checkbox for clients to indicate their agreement.
Website Posting (Support): Display the phone number prominently on your website to enable customers to find and use it for opting-in to messaging easily. Place it on support pages, contact sections, or call-to-action buttons. Communicate that customers can utilize the provided phone number to opt in and receive messages.
Keyword or QR Code Opt-In: Utilize specific keywords or QR codes that customers can use to opt-in for messaging. Promote the keyword or display the QR code in advertisements, social media posts, or physical materials. Instruct customers to text the keyword or scan the QR code to opt in.
Kindly include photos or screenshots for verification, demonstrating where customers can find the keyword or QR code for opting in. This documentation is crucial for the verification process.
Ensure data accuracy and consistency.
Ensure that all campaign registrations are submitted with precise and consistent data.
Best Practice Examples:
Consistency in Brand, Website, and Sample Messages:
Ensure consistency in your brand name, website URL, and sample messages. Your campaign may only be accepted if there are discrepancies, like mentioning a different website URL in the sample messages.
Consistency in Sample Messages and Use Cases:
Ensure that your sample messages' content aligns with your campaign's intended use cases. Mismatched or irrelevant sample messages may lead to campaign rejection.
Consistency in Email Domain and Company Name:
Provide an email address that matches your registered company name. Your campaign may face rejection if you use a generic email domain (e.g., Gmail) for a large, well-known corporation.
Submit Real, Working Websites:
Ensure that the website you provide for customer opt-ins is real and functional. Providing non-functional website addresses may result in campaign rejection.
Accurate Brand Registration:
Register the actual brand that corresponds to the messages you are sending. Using a different brand's information to send messages to another entity may lead to campaign rejection.
Avoid Duplicative Brands and Campaigns:
Minimize the creation of duplicate brands with the same EIN (Employer Identification Number) and campaigns with identical attributes. More duplicative brands or campaigns may be considered high-risk and lead to rejection.
Use Brackets for Templated Messages:
If you intend to send templated messages, clearly indicate templated fields in sample messages using brackets. This helps reviewers identify the parts that will be personalized in actual messages.
Ensure your use case involves consumer consent before sending messages.
Ensure that you properly gather consumer consent. For detailed instructions and best practices on obtaining consumer consent, please refer to the CTIA guidelines.
Ensure that consumer opt-in is collected in a proper and compliant manner.
If you indicate that opt-in is collected via text messages, ensure your sample messages align with this claim, showing that appropriate consent was obtained before sending messages. Failure to do so may result in campaign rejection.
If you mention in the "message flow" field that consumers opt into your campaign on your company website, ensure that your website contains clear opt-in language, such as "By providing your phone number, you agree to receive text messages from [Your Brand Name].
Message and data rates may apply. Message frequency varies." This helps demonstrate that proper consent is obtained from consumers before sending messages.
Including opt-out language in at least one of your sample messages is recommended.
For instance, adding language such as "Please reply STOP to opt-out" in one of your sample messages ensures consumers are informed about the option.
Please be aware that the vetting criteria for the ecosystem are subject to ongoing improvement as new violations are identified. While following the best practices above is essential, they may not guarantee approval in all cases. Instead, consider them a baseline reflecting the general direction of compliant and high-quality messaging that the ecosystem aims to uphold.