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.
Need Attribute Help?
Selecting the wrong attribute can cause permanent blocks. Let us double check.
What reviewers check for code 712
Code 712 is reported as "Direct Lending Attribute Missing". If messages relate to loans, credit lines, financing or lending offered by the brand, the campaign must declare the Direct Lending attribute, and the content must match. Reviewers compare the website and samples with the declared attributes; lending content without the attribute, or the attribute with mismatched content, causes rejection.
Where code 712 comes from
Code 712 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 High severity: it blocks approval, but it is fully fixable by correcting the submission and resubmitting.
Fix and verify before resubmitting
- Review samples and the website for any reference to loans, financing, credit or payment plans.
- Select the Direct Lending attribute if the brand offers credit or loans in any message.
- Make sure the brand is the actual lender or a licensed party, not a lead generator.
- Align samples with the declared lending product and include required disclosures.
- Resubmit with a description of the lending product and licensing.
- Resubmit with a note that references code 712 (Direct Lending Attribute Missing) 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 Pulse Cycle Studio:
Pulse Cycle Studio corrected the deficiency reported as code 712 (Direct Lending Attribute Missing). Changes made: review samples and the website for any reference to loans, financing, credit or payment plans; select the Direct Lending attribute if the brand offers credit or loans in any message; make sure the brand is the actual lender or a licensed party, not a lead generator. 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 712 coming back
- Offering financing in promotional texts without declaring the attribute.
- Declaring the attribute but describing a third-party loan marketplace.
- Mixing lending promotions into an account notification campaign.
Related rejection codes
- Code 3103: Direct Lending Content Mismatch
- Code 1002: Direct Lending Attribute Missing
- Code 30895: Direct Lending Attribute Missing
- Code 2131: Verbal Script Missing STOP Instructions
- Code 2128: Opt-in Form Missing HELP Instructions
- Code 2127: Verbal Script Missing STOP Instructions
Frequently asked questions about code 712
We offer customer financing through a partner. Do we need the attribute?
If messages promote or discuss financing, declare it. Reviewers judge content, not who funds the loan.
Will declaring Direct Lending guarantee approval?
No. It is required, but the lending content must also be permitted and the sender must be the lender, not a lead generator.
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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