Direct Lending Attribute Missing

CRITICAL REJECTION

18%

Rejection Rate

1 hr

Avg Fix Time

95%

Success Rate

Why This Rejection Happens

You are sending messages related to loans, financing, mortgages, or credit, but you failed to check the "Direct Lending" attribute in your campaign registration. Carriers require strict tagging of all financial lending traffic.

Common Triggers:

Mortgage brokers sending rate updates.
Auto dealers mentioning "financing available".
Sample messages use words like "Loan," "Credit," "Lend," "Rate."
Website mentions "Funding" or "Capital" prominently.

Root Cause Analysis

Regulatory Framework: TCR Campaign Attribute Standards; Carrier Lending Policies.

Primary Triggers

Keyword Flagging: The vetting system scans your website and sample messages. If it sees "Loan," it expects the Direct Lending flag.
The "I'm not a bank" Defense: Even if you are just a lead generator or a broker (not the bank itself), if the *topic* is lending, the attribute is required.

Attribute Checklist

Scenario	Action	Reasoning
Mortgage Broker	Enable "Direct Lending"	You are facilitating a loan.
Solar Sales (with financing)	Enable "Direct Lending"	If the pitch relies on financing terms, it counts.
Real Estate Agent	Usually No (unless discussing rates)	Buying/Selling homes is not lending, but be careful with keywords.

Step-by-Step Remediation

Edit Campaign Attributes

Log into your CSP portal. Navigate to the rejected campaign. Find the "Direct Lending or Loan Arrangement" attribute checkbox.

Enable the Flag

Check the box for "Direct Lending". Note: This may restrict which carriers accept the traffic (some block all lending), but it is required for transparency.

Attribute Status: [x] Direct Lending or Loan Arrangement

Pre-Resubmission Checklist

I have enabled the "Direct Lending" attribute.
I confirm I am not offering prohibited Payday Loans (Code 709).
My Brand Name matches the entity licensed to lend (if applicable).

Scan for Triggers

See what keywords flagged you.

Attribute Scanner →

Find hidden lending keywords.

Related Rejections

Code 601 Attribute Mismatch Code 709 High Risk Financial Code 30895 Direct Lending Missing

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Legal Disclaimer: This guidance provides general information about 10DLC compliance requirements (Code 712). Organizations should consult qualified legal counsel for guidance specific to their messaging programs.