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.
- 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
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.
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.
Related Rejections
Need Attribute Help?
Selecting the wrong attribute can cause permanent blocks. Let us double check.
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.
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