This glossary defines 83 terms used in US business texting compliance: 10DLC registration with The Campaign Registry (TCR), carrier and CTIA rules, TCPA consent law, and the rejection codes CSPs return during campaign vetting. Each entry links to the guide or tool that covers the topic in depth.
0-9
10DLC
Ten-digit long code: a standard US local phone number approved by the wireless carriers for application-to-person (A2P) business texting. A 10DLC number can only carry business traffic after its brand and campaign are registered with The Campaign Registry and the number is linked to that campaign by the CSP. Read more
A
A2P (Application-to-Person)
Messages sent from a software application, platform or business system to a consumer's phone, as opposed to person-to-person (P2P) conversations. Appointment reminders, order updates, one-time passcodes and marketing blasts are all A2P traffic and must travel over registered 10DLC, toll-free or short code routes. Read more
Account Notifications
A standard 10DLC use case for informational messages about an existing account, such as password changes, balance alerts or service status. It cannot be used for promotional content; marketing sent under this use case is a common cause of campaign suspension. Read more
Age Gate
A mechanism on a website or opt-in flow that confirms a subscriber is of legal age before they can join a program. Carriers require an age gate for alcohol, tobacco, vape and other age-restricted content, and campaigns missing one are rejected under age-gate codes. Read more
Aggregator
A company that connects businesses or CSPs to the carrier networks and routes their A2P traffic. Aggregators enforce carrier rules and pass carrier filtering or blocking decisions back to the sender.
ATDS (Automatic Telephone Dialing System)
The TCPA term for equipment that can store or produce numbers using a random or sequential number generator and dial them. After Facebook v. Duguid (2021) the definition is narrow, but many state laws and the consent rules for marketing texts still apply regardless of ATDS status. Read more
B
Brand
The legal business entity registered with The Campaign Registry that is responsible for the messages sent. Brand data includes legal name, EIN or tax ID, address, website, vertical and contact details, and it must match public records exactly. Read more
Brand Registration
The first step of 10DLC registration, in which the CSP submits the business identity to TCR for verification. A brand must reach a verified status before any campaign can be registered under it. Read more
Brand Score
See Vetting Score. A numeric rating (0 to 100) assigned to a brand after secondary vetting that determines throughput tiers and daily caps on some carriers. Read more
Brand Vetting
The identity verification TCR and third-party vetting partners perform on a brand, checking the legal name, EIN, address and web presence against authoritative databases. Standard vetting is automatic; secondary (enhanced) vetting is optional and paid. Read more
C
Call to Action (CTA)
The place and wording where a consumer agrees to receive texts: a web form, a keyword prompt, a verbal script or a paper form. The CTA must name the brand, describe the message type, state frequency, include "Msg & data rates may apply", explain STOP and HELP, and link to the privacy policy and terms. Read more
Campaign
A registered description of one messaging program: its use case, sample messages, opt-in flow, opt-out and help handling, and attributes. Each 10DLC number sends under exactly one campaign, and content must stay within what the campaign declares. Read more
Campaign Description
The free-text field explaining who sends the messages, to whom, why and how subscribers opt in. Vague or generic descriptions are one of the most frequent reasons for rejection. Read more
Campaign Service Provider (CSP)
The messaging platform that registers brands and campaigns with TCR on the business's behalf and provisions its numbers, for example Twilio, Bandwidth, Telnyx, Vonage, RingCentral or Sinch. Businesses do not register with TCR directly. Read more
Campaign Vetting
The manual and automated review of a campaign by the Direct Connect Aggregator (DCA) and carriers, checking that the description, samples, opt-in flow and attributes are consistent and compliant. Read more
Carrier
A mobile network operator (MNO) such as AT&T, T-Mobile or Verizon. Each carrier sets its own A2P policies, fees and throughput limits on top of the shared CTIA guidelines. Read more
Carrier Fees
Per-message or per-segment surcharges each carrier bills for registered and unregistered A2P traffic, passed through by the CSP. Unregistered traffic carries higher fees and is increasingly blocked outright. Read more
Carrier Filtering
Automated content and behavior analysis carriers run on A2P traffic to stop spam, phishing and policy violations. Filtering can block individual messages even when a campaign is approved. Read more
Charity Use Case
A special 10DLC use case for registered 501(c)(3) nonprofits. It requires proof of tax-exempt status and is limited to messages about the organization's mission and donations. Read more
Conversational Messaging
Two-way, consumer-initiated exchanges where the business replies to a customer's inbound text. Conversational traffic still needs registration when it runs over 10DLC, but it is treated as lower risk than outbound marketing.
CTIA
The US wireless industry association whose Messaging Principles and Best Practices define the consent, opt-out, content and disclosure rules carriers enforce for A2P messaging. Read more
Customer Care
A standard use case for support conversations and service follow-ups with existing customers. Marketing content does not belong in a Customer Care campaign. Read more
D
DCA (Direct Connect Aggregator)
An aggregator with direct connections to the carriers that performs campaign vetting for CSPs. DCA reviewers are the people who apply most campaign rejection codes. Read more
Delivery Receipt (DLR)
A status callback returned by the carrier or aggregator reporting whether a message was delivered, failed or filtered. Error codes in delivery receipts are the first signal of carrier blocking.
Direct Lending
A campaign attribute that must be selected when messages relate to loans or credit offered by the brand. Many lending types are restricted, and omitting the attribute triggers rejection codes 712, 1002 and 30895. Read more
Do Not Call (DNC) Registry
The National Do Not Call Registry managed by the FTC. Telemarketing texts to registered numbers are restricted under the TCPA and TSR unless the sender has prior express written consent or another exemption. Read more
Double Opt-In
An opt-in flow where the subscriber confirms their enrollment a second time, usually by replying YES to a confirmation text. It is not required by the TCPA but strengthens consent evidence and is favored by reviewers. Read more
E
EIN (Employer Identification Number)
The IRS tax identifier used to verify a US brand. The legal name submitted to TCR must match the name on the IRS EIN letter (CP 575 or 147C) character for character. Read more
Embedded Link
A URL inside a message body. Embedded links must be declared in the campaign, should use a branded domain, and must never use public URL shorteners such as bit.ly. Read more
Embedded Phone Number
A phone number inside a message body other than the sending number. It must be declared as a campaign attribute; undeclared numbers trigger code 30889. Read more
Express Consent
Permission to receive informational or transactional texts, which can be given orally or in writing, for example by providing a phone number for appointment reminders. Read more
Express Written Consent
The TCPA standard required for marketing texts: a signed (including electronically signed) agreement that clearly authorizes the specific sender to send marketing messages and states that consent is not a condition of purchase. Read more
F
Fee Disclosure
The statement "Msg & data rates may apply" that must appear at every opt-in point and in the opt-in confirmation message. Missing fee disclosure is one of the most common CTA rejections. Read more
Frequency Disclosure
A statement of how many messages a subscriber will receive, such as "up to 4 msgs/month" or "message frequency varies". It is required in the CTA and confirmation message. Read more
H
HELP Keyword
A reserved keyword that must return the brand name, a support contact (phone, email or URL) and opt-out instructions. Carriers test HELP responses during vetting. Read more
High-Risk Financial Services
Content such as payday loans, debt relief, credit repair, cryptocurrency offers or high-interest lending that carriers restrict or prohibit on 10DLC. These campaigns are rejected under codes such as 709, 3100 and 7004. Read more
I
Informational Messages
Non-promotional messages about a transaction or relationship the consumer initiated, such as order confirmations or appointment reminders. They require express consent but not express written consent.
K
Keyword Opt-In
An opt-in method where a consumer texts a keyword (for example JOIN) to the business number. The advertising that publishes the keyword must carry full CTA disclosures.
L
Lead Generation
Collecting consumer contact information to sell or share with third parties. Affiliate and lead-generation traffic is prohibited on 10DLC because consent obtained by one company cannot be transferred to another. Read more
Low-Volume Mixed
A 10DLC use case for brands sending a small amount of traffic (roughly under 6,000 segments a month on T-Mobile) that mixes several message types. It has lower fees and lower throughput than standard campaigns. Read more
M
Marketing
A use case for promotional content: offers, discounts, product announcements and sales. Marketing requires express written consent and full CTA disclosures. Read more
Message Segment
The billing unit for SMS: 160 GSM-7 characters or 70 UCS-2 characters (when emojis or special characters are present). Longer messages are split into multiple segments, each billed and counted against throughput.
Message Type Disclosure
A description in the CTA of what the subscriber will receive, such as "appointment reminders and promotional offers". Opt-in language that does not describe the message type is rejected. Read more
Mixed Use Case
A campaign combining several use cases, for example marketing and account notifications. Every use case actually sent must be declared; undeclared mixing triggers code 8004. Read more
MMS
Multimedia Messaging Service: messages carrying images, video or longer text. MMS travels over the same registered 10DLC campaigns as SMS and is subject to the same content rules.
MNO (Mobile Network Operator)
See Carrier. The wireless network that delivers the message to the handset.
N
Number Pool
A group of numbers sending under one campaign. T-Mobile and other carriers limit pools on standard campaigns (commonly 49 numbers) unless a special business case is approved. Read more
O
Opt-In
The affirmative action a consumer takes to agree to receive texts: checking an unchecked box, texting a keyword, signing a form or agreeing on a recorded call. Read more
Opt-In Confirmation Message
The first message sent after opt-in. It must include the brand name, program description, frequency, "Msg & data rates may apply", and HELP and STOP instructions. Read more
Opt-Out
A subscriber's request to stop messages, made by replying STOP or an equivalent keyword (END, CANCEL, UNSUBSCRIBE, QUIT, STOPALL) or by any reasonable means. Opt-outs must be honored immediately and confirmed once. Read more
Opt-Out Confirmation
The single message sent after a STOP request confirming the subscriber will receive no further messages. It must name the brand and must not contain marketing. Read more
P
Political Use Case
A special use case for candidates, PACs and political organizations. It requires a Campaign Verify token or FEC ID and is subject to additional carrier rules. Read more
Pre-Checked Box
An opt-in checkbox that is checked by default. It does not constitute consent, and reviewers reject flows that use one. Read more
Prior Express Written Consent (PEWC)
The full TCPA term for the written consent standard required for telemarketing texts. See Express Written Consent. Read more
Privacy Policy
The public policy describing how the brand collects and uses subscriber data. For 10DLC it must state that mobile information and SMS consent are not shared or sold to third parties for marketing. Read more
Q
Quiet Hours
Times when marketing texts should not be sent. The TCPA restricts telemarketing to 8 a.m. to 9 p.m. recipient local time, and several states impose narrower windows.
R
Reassigned Numbers Database (RND)
The FCC database that shows whether a phone number has been permanently disconnected since a given date. Checking it before sending provides a safe harbor against texting a new owner of a reassigned number. Read more
Rejection Code
A numeric or alphanumeric reason attached to a failed brand or campaign registration, such as 2115 or 7100, indicating the specific deficiency to fix before resubmitting. Read more
Resubmission
Correcting a rejected campaign and submitting it again for vetting. Each resubmission incurs a vetting fee at many CSPs, and repeated rejections can trigger code 808. Read more
S
Sample Messages
Example messages submitted with a campaign that must reflect real content, include the brand name, match the use case and include opt-out language where appropriate. Read more
Secondary Vetting
Optional paid vetting by a third party (such as Aegis or WMC Global) that produces a vetting score and can raise throughput limits. Read more
SHAFT
Sex, Hate, Alcohol, Firearms and Tobacco: the content categories carriers prohibit or restrict on A2P routes. Cannabis, illegal drugs and some gambling content are treated the same way. Read more
Short Code
A 5- or 6-digit number leased for high-volume A2P messaging. Short codes have their own approval process and are not registered through 10DLC. Read more
Snowshoeing
Spreading traffic across many numbers or duplicate campaigns to avoid filtering or throughput limits. Carriers treat it as a spam technique and reject duplicate campaigns under code 6101. Read more
Sole Proprietor
A brand type for individuals without an EIN. Sole proprietor brands are limited to one campaign and one number, and verification uses a one-time passcode sent to the owner's mobile phone. Read more
Special Business Case
A carrier exception allowing more numbers or higher throughput than the standard limits, granted after review when the sender shows a legitimate need.
STOP Keyword
The reserved opt-out keyword. Every program must honor STOP and its equivalents, and CTA, confirmation and sample messages must explain how to opt out. Read more
Subscriber
A consumer who has opted in to a messaging program.
T
TCPA (Telephone Consumer Protection Act)
The 1991 federal law governing calls and texts to consumers. It requires consent for automated and marketing messages and allows statutory damages of $500 to $1,500 per message for violations. Read more
TCR (The Campaign Registry)
The central registry used by US carriers to register and verify 10DLC brands and campaigns. CSPs submit registrations to TCR, which shares them with the carriers. Read more
Terms and Conditions (SMS Terms)
The program terms describing the messaging program, frequency, fees, HELP and STOP instructions, carrier liability disclaimer and a link to the privacy policy. They must be linked from the CTA. Read more
Throughput
The rate at which a campaign can send messages, expressed in messages per second (AT&T) or daily segment caps (T-Mobile). Throughput depends on use case and brand vetting score. Read more
Toll-Free Messaging
A2P texting from 8XX toll-free numbers, which uses a separate toll-free verification process instead of TCR registration. Read more
Transactional Messages
Messages that complete or confirm a transaction the consumer started, such as receipts, shipping notices or one-time passcodes. They require express consent and must not include marketing.
TSR (Telemarketing Sales Rule)
The FTC rule that, alongside the TCPA, governs telemarketing and the Do Not Call Registry, including entity-specific opt-outs. Read more
Two-Factor Authentication (2FA)
A use case for one-time passcodes and verification codes. 2FA campaigns must not contain marketing or unrelated content. Read more
U
Unregistered Traffic
A2P messages sent over 10DLC numbers that are not linked to an approved campaign. Major carriers now block unregistered traffic and charge higher fees on what remains. Read more
URL Shortener
A service such as bit.ly or tinyurl that hides the destination of a link. Public shorteners are prohibited in 10DLC messages; branded short domains owned by the sender are acceptable. Read more
Use Case
The category describing a campaign's purpose, such as Marketing, Account Notifications, Customer Care, 2FA, Delivery Notifications, Polling and Voting, Public Service Announcement, Security Alert or Low-Volume Mixed. Read more
V
Verbal Opt-In
Consent collected orally, for example during a phone call. The campaign must provide the exact script, which needs the same disclosures as a written CTA, and the business must be able to prove consent was recorded. Read more
Vertical
The industry category assigned to a brand in TCR, such as healthcare, retail or financial services. An incorrect vertical can create mismatches with campaign content.
Vetting Score
The 0 to 100 score from secondary vetting. Higher scores unlock higher AT&T throughput and T-Mobile daily caps. Read more
W
Website Verification
The reviewer check that the brand's website is live, uses HTTPS, matches the legal business and shows the opt-in flow, privacy policy and terms described in the campaign. Read more
Disclaimer
This glossary provides general information about 10DLC, TCR, TCPA, and CTIA messaging frameworks and does not constitute legal advice. Compliance requirements vary based on business model, use case category, message content, and recipient jurisdiction. Organizations should consult qualified legal counsel for guidance specific to their messaging programs.