Why This Rejection Happens
Firearms, ammunition, and weapon parts fall under the "F" in SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco). Marketing the sale of these items is strictly prohibited on 10DLC by major carriers. Even if you are a licensed FFL dealer, SMS marketing for guns is blocked.
- Keywords: "Gun", "Ammo", "Rifle", "Pistol", "Silencer", "Tactical Gear".
- Images of firearms on the campaign website homepage.
- Lack of an Age Gate (18+ or 21+) on the website.
- Sending alerts about "Restock: 9mm ammo available".
Root Cause Analysis
Primary Triggers
- Direct Sale Prohibition: Carriers block the direct marketing of firearms to prevent straw purchases and illegal trade facilitation via their networks.
- Accessory vs. Weapon: Sometimes, marketing for non-lethal accessories (holsters, safes, clothing) gets flagged because the website also sells guns. If the website sells guns, the campaign is often rejected regardless of the specific message content.
Permissibility Matrix
| Content Type | Status | Requirements |
|---|---|---|
| Guns / Ammo Sales | PROHIBITED | Cannot use 10DLC for marketing. |
| Gun Ranges / Training | RESTRICTED | Allowed if messages are purely about booking/safety classes, NOT sales. |
| Accessories (Safes/Holsters) | RESTRICTED | Allowed ONLY if the linked website does not sell firearms, or has a strict age gate. |
Step-by-Step Remediation
Install an Age Gate
If you sell anything related to firearms, you must have an age verification popup on your website entrance (18+ or 21+ depending on state). Failure to have this is an automatic rejection for Code 702.
Pivot to Transactional/Safety
If you operate a range or training center, ensure your sample messages are strictly about "Safety Class Reminders" or "Range Reservations." Do not include any language about "Gun Sales" or "Ammo Discounts."
Pre-Resubmission Checklist
- My website has a functioning Age Gate popup.
- I have selected the "Age Gated Content" attribute in TCR.
- I have removed all marketing language regarding firearm sales.
Analyze Your Risk
Detect weapon-related keywords that trigger rejections.
Related Rejections
Need Help with Restricted Content?
Firearms compliance is tricky. Let our experts review your campaign before you resubmit.
Legal Disclaimer: This guidance provides general information about carrier policies regarding firearms content (Code 702). It does not constitute legal advice regarding Second Amendment rights or commerce laws. Carriers are private entities with the right to restrict content.
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