Campaign Description Unclear
Why This Rejection Happens
The vetting agent (human or automated) could not understand the purpose of your messaging based on the description you provided. The description was likely too vague, generic, or brief to justify the use of A2P SMS.
Common Triggers: One-sentence descriptions, using terms like "alerts" without context, or failing to mention who the audience is.
Root Cause Analysis
Primary Triggers
- Lack of Specificity: "Sending messages to customers" is insufficient. Carriers want to know what messages (appointments, codes, offers) and why.
- Audience Ambiguity: It is unclear if you are messaging internal employees, cold leads, or existing customers.
- Inconsistency: The description claims "Account Security" but the sample messages show "Marketing/Coupons".
Required Elements
| Element | Requirement | Rationale |
|---|---|---|
| Who | Identify the Audience | Clarify if recipients are employees, customers, or leads. |
| What | Message Content | List the types of messages (e.g., OTP codes, appointment reminders). |
| Why | Purpose/Benefit | Explain the value to the recipient (e.g., "to prevent missed appointments"). |
Step-by-Step Remediation
Expand Your Description
Rewrite your campaign description to be at least 2-3 sentences long. Follow the formula: [Brand] sends [Message Type] to [Audience] to help them [Goal].
✓ Compliant Example
"Dr. Smith's Dental Practice sends appointment reminders, rescheduling notifications, and 6-month checkup alerts to existing patients. These messages help patients manage their dental care and avoid missed appointments."
✗ Non-Compliant Example
"SMS alerts for users." (Too short, no context)
"Marketing." (Too vague)
Align with Sample Messages
Ensure your description covers every type of message shown in your sample messages. If you have a sample for "Password Reset" but your description only says "Marketing," you will be rejected.
Mention the Call-to-Action (CTA)
It is helpful (and often required) to briefly mention how users opt-in.
Example: "Users opt-in by entering their phone number on our website booking form."
Carrier-Specific Requirements
T-Mobile
- Requires "Call-to-Action" (how users opt-in) to be explicitly clear, either in the description or the dedicated CTA field.
- Rejects broad terms like "General Communication."
AT&T
- Looks for keywords that might indicate prohibited content (e.g., "debt," "loan," "money"). Be precise to avoid false flags.
MyTCRPlus Tools That Can Help
Use Case Selector
Find the exact Use Case category that matches your description to ensure alignment.
Use This Tool →Sample Message Validator
Check if your sample messages match your new description before resubmitting.
Use This Tool →Pre-Resubmission Checklist
- Description is at least 2 sentences long.
- Description identifies the brand/sender clearly.
- Description identifies the recipient/audience.
- Description explains the types of messages sent.
- Description matches the Sample Messages provided.
Common Mistakes to Avoid
❌ "Test" or "Demo" Descriptions
Never submit a campaign with "Test campaign" or "For internal testing only" as the description. Even if it is a test, describe what the final messages will look like.
❌ Listing Features Instead of Messages
Don't list product features (e.g., "Our software has a calendar"). Describe the SMS aspect (e.g., "Our software sends calendar alerts via SMS").
Expected Timeline
This guidance provides general information about 10DLC compliance requirements. Clear and accurate campaign descriptions are essential for carrier auditing and fraud prevention. Organizations should ensure their registration data accurately reflects their actual messaging behavior. MyTCRPlus does not provide legal advisory services or regulatory representation.