Why This Rejection Happens
Gambling, betting, and sweepstakes are highly restricted on 10DLC. If your campaign content involves wagering money, casinos, fantasy sports, or lotteries, you are likely missing the required approvals (Age Gate, State Licenses, and often a Special Business Review).
- Casinos sending promotional offers.
- Sports betting apps sending odds/tips.
- Sweepstakes where "purchase is required" (considered lottery).
- Fantasy sports leagues with buy-ins.
- Missing "Age Gated Content" attribute selection.
Root Cause Analysis
Primary Triggers
- The SBR Requirement: Unlike other content, Gambling often requires a "Special Business Review" (SBR) by carriers like T-Mobile. This is a separate vetting process beyond standard 10DLC registration.
- Age Gate Missing: All gambling content must be age-gated (21+) on the website.
Step-by-Step Remediation
Install an Age Gate
Ensure your website has a mandatory 21+ age verification popup.
Request SBR (If Applicable)
If you are a legitimate casino or betting app, contact your CSP (messaging provider) and ask for a Special Business Review form. You will need to provide your state gambling licenses.
Fix Sweepstakes Language
If you are just running a giveaway, add "NO PURCHASE NECESSARY" prominently to your website terms to avoid being classified as illegal gambling.
Pre-Resubmission Checklist
- I have the "Age Gated" attribute selected.
- My website has a 21+ Age Gate.
- I have valid state gambling licenses available if requested.
Check Eligibility
See if your betting use case is allowed.
Need SBR Guidance?
Special Business Reviews are complex. We can help prepare your documentation.
What reviewers check for code 704
Code 704 is reported as "Prohibited Content: Gambling". Gambling content, including casinos, sports betting, sweepstakes casinos, lotteries run for profit and gambling promotions, is prohibited or heavily restricted on 10DLC. Reviewers check the brand, website and samples for betting offers or links.
Where code 704 comes from
Code 704 is a vetting rejection reason applied during brand or campaign review and passed back to you by your CSP. It identifies the specific deficiency the reviewer found, so fixing exactly that item is the fastest route to approval. It is marked Critical: it describes content or a business model carriers do not permit, so the campaign cannot be approved until that content is removed, not just reworded.
Fix and verify before resubmitting
- Remove betting odds, bonus offers and links to gambling sites from all samples.
- Check that the website does not promote gambling services.
- For lawful, non-promotional messages (for example account security alerts), describe that narrow purpose explicitly.
- Do not use bingo, raffle or sweepstakes wording that reads as gambling promotion.
- Confirm with your CSP whether any gambling-related traffic is allowed on your route.
- Resubmit with a note that references code 704 (Prohibited Content: Gambling) and lists each change made.
Sample resubmission note
Many CSPs let you add a note for the reviewer when you resubmit. A short, specific note shows what changed and speeds up the second review. Example for Ostrander & Lee Law:
Ostrander & Lee Law corrected the deficiency reported as code 704 (Prohibited Content: Gambling). Changes made: remove betting odds, bonus offers and links to gambling sites from all samples; check that the website does not promote gambling services; for lawful, non-promotional messages (for example account security alerts), describe that narrow purpose explicitly. All URLs, keywords and auto-replies were re-tested from an external network before this resubmission, and the campaign text now matches the live opt-in exactly.
Common mistakes that keep code 704 coming back
- Sending "free bet" or deposit-match promotions.
- Running a sweepstakes with paid entry.
- Linking an affiliate betting site.
Related rejection codes
- Code 7003: Prohibited Gambling Content
- Code 2131: Verbal Script Missing STOP Instructions
- Code 2128: Opt-in Form Missing HELP Instructions
- Code 2127: Verbal Script Missing STOP Instructions
- Code 2126: Opt-in Form Missing STOP Instructions
- Code 2124: Verbal Script Missing Frequency Disclosure
Frequently asked questions about code 704
Is a charity raffle considered gambling?
It can be. Charity fundraising should register under the charity use case with proof of 501(c)(3) status and avoid promotional gambling language.
Can licensed sportsbooks register?
Carriers generally do not permit gambling promotion on 10DLC even for licensed operators.
Legal Disclaimer: Gambling regulations vary strictly by state. 10DLC approval (Code 704) requires compliance with both federal and state laws. Consult legal counsel.
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