Worked example: preparing a campaign for T-Mobile review
A retailer reviews its campaign against T-Mobile's code of conduct before launch. It confirms the campaign is registered and the numbers are linked, that content contains no SHAFT categories or public URL shorteners, that STOP and HELP work, and that its sending volume fits the daily cap tied to its brand's vetting score.
Because T-Mobile counts volume against a brand-level daily cap, the retailer schedules its holiday campaign across two days instead of one and requests secondary vetting to raise the cap, rather than registering duplicate campaigns, which T-Mobile treats as snowshoeing.
Who This Is For / Who It Is Not For
Who this is for: Operators, compliance, and vendors implementing the workflows described in this article. Who this is not for: Readers seeking guarantees, invented fine amounts, or universal fee/MPS figures.
Definitions
| Term | Meaning |
|---|---|
| A2P / Non-Consumer messaging | Business-originated application traffic |
| Consent evidence | Stored proof of opt-in disclosures and assent |
| STOP/HELP | Standard consumer care and opt-out keywords |
| CSP | Communications service provider submitting registrations |
| Primary source | Carrier PDF, IRS page, or CFR text cited in sources |
Short answer: T-Mobile’s commercial messaging Code of Conduct (commonly circulated as Version 2.2, November 2020) sets expectations for consent, opt-out, sending practices, and disallowed content on traffic reaching T-Mobile subscribers—including 10DLC long codes, toll-free, and short codes. It supplements CTIA materials; where they conflict, T-Mobile states its Guidelines take precedence. Download/read the live PDF your DCA enforces—do not rely only on blog summaries.
PDF sources commonly cited: Aerialink-hosted v2.2 PDF and T-Mobile public-files path. Confirm which revision your aggregator currently requires.
Scope and Enforcement
The document applies to Direct Connected Aggregators (DCAs) and content providers using T-Mobile’s commercial messaging paths. Enforcement examples include suspension of sending rights, restriction of 10DLC daily quotas, suspension of new number provisioning, and suspension of network services. T-Mobile notes approval of a campaign description is not a legal compliance guarantee.
Consent Themes (Conversational / Informational / Promotional)
Table 1-1 in the Code of Conduct distinguishes:
- Conversational — consumer-initiated back-and-forth; implied consent for timely relevant replies
- Informational — expressed consent before business-originated alerts/reminders
- Promotional — expressed written consent before sales/marketing texts
Consent is campaign-specific—not a blanket for other brands. T-Mobile may request proof of opt-in (timestamp, medium, language, campaign, IP, MDN, identity).
Double opt-in is recommended when consent starts off-SMS; some use cases (e.g., shopping cart reminders) require it. If you do not message within 30 days of consent, reconfirm via double opt-in per that document.
Opt-Out Requirements
Support universal keywords including STOP, END, CANCEL, UNSUBSCRIBE, and QUIT; send one confirmation; send no further messages. High opt-out rates can trigger audits—document cites monitoring around 0.5% per blast and suggests stronger action above 4% within 24 hours (read the PDF for exact definitions). Process deactivation files daily.
Prohibited Practices (High Signal)
- Selling/renting/sharing consent
- Grey routes for A2P
- Snowshoeing across numbers to evade filters
- Filter evasion / number cycling
- Dynamic routing to dodge blocks
- Shared codes across multiple content providers (with limited enterprise exception processes)
- Public URL shortener abuse / deceptive redirect chains
Disallowed Content Categories
Among others, the Code lists high-risk financial services (payday loans, non-direct lenders, debt collection), debt forgiveness themes, illegal substances (including cannabis), certain work-from-home / third-party job alert schemes, gambling, and lead-gen that shares data with third parties. Phishing, fraud, and deceptive marketing are prohibited. Age-gated categories need robust age verification—not a simple yes/no.
Special Use Cases Worth Noting
- Political 10DLC — Campaign Verify token / dedicated address requirements described for political entities
- Shopping cart reminders — double opt-in + privacy disclosures + timing limits
- Charitable — 501(c)(3) and accreditation-oriented qualifications
- Emergency — points toward official WEA/IPAWS channels rather than ad-hoc blasts
How This Interacts With 10DLC Registration
Registering a Brand/Campaign via TCR/your CSP (Twilio overview) does not waive the Code of Conduct. Samples and message_flow should be truthful relative to these rules—especially content category bans.
Practical Compliance Mapping for Brand Teams
| Your activity | Code of Conduct focus |
|---|---|
| Building web CTA | Section on calls-to-action & disclosures |
| Buying a lead list | Consent non-transfer / sharing prohibitions |
| Launching loan ads | Disallowed high-risk financial content |
| Seeing rising STOP rates | High opt-out monitoring thresholds |
| Switching sending numbers | Transition / snowshoe / number cycling rules |
Assign an owner to re-read the PDF whenever you launch a new use case.
How MyTCRPlus Can Help
Before you submit Campaigns that may terminate on T-Mobile, align samples and CTAs with MyTCRPlus tools and keep a copy of the Code PDF your DCA cites. Tools help catch disclosure gaps; they do not override carrier prohibitions.
Risk and Failure Modes
| Risk | Mitigation |
|---|---|
| Ignoring primary sources | Read the PDF/IRS page your CSP enforces |
| Mixing regimes | Keep tax, FEC, TCR, TCPA checklists separate |
| Script drift | Version control and mystery-shop |
| Missing STOP | Configure platform defaults + QA |
Implementation Checklist
| Step | Owner | Artifact |
|---|---|---|
| Read primary source | Compliance | Annotated PDF/URL |
| Update scripts/pages | Marketing/Web | Screenshots |
| Train staff | Ops | Attendance log |
| QA controls | QA | Test results |
| File/register if needed | Ops | IDs/status |
| Quarterly re-read | Compliance | Calendar |
Key Takeaways
- Use authoritative sources cited in the front matter.
- Separate legal, tax, and carrier tracks.
- Version scripts and disclosures.
- Test consumer control keywords.
- Keep an evidence pack ready.
FAQ
Where is the official PDF?
Use the file your DCA/CSP links in onboarding. Public mirrors include the Aerialink and T-Mobile public-files URLs above; hashes/versions can differ—prefer the copy named in your agreement.
Does this replace CTIA handbooks?
No. It supplements them and states precedence if conflict arises.
Are credit unions banned from SMS?
No. Disallowed categories target high-risk lending/debt themes—not ordinary first-party account servicing. Still read financial sections carefully.
Will following this PDF make us TCPA compliant?
T-Mobile explicitly says Guidelines are not comprehensive legal advice. TCPA remains separate.
Disclaimer
This is a plain-language educational summary of a carrier policy PDF. It is not legal advice. Consult the current Code text, your DCA, and counsel for operational decisions.
Related guide: CTIA guidelines for SMS explained