7 Reasons Your 10DLC Campaigns Get Rejected

You’ve spent time crafting your SMS campaign, only to find out it was rejected. It’s frustrating, especially when your marketing schedule is tight and your messages need to reach customers on time. As 10DLC compliance rules get stricter, more businesses are seeing campaigns denied before they even go live.

Understanding why this happens can save you time, protect your brand reputation, and help your messages reach the right audience without interruption. Let’s look at the seven most common reasons 10DLC campaigns are getting rejected and how you can avoid them.

1. Missing or unclear call-to-action (CTA)

A clear call-to-action is the foundation of every approved 10DLC campaign. Your CTA explains exactly how someone opts in to receive your messages. When it’s vague or missing, carriers will reject your campaign.

To stay compliant, make sure your CTA shows how the user gives consent. Here’s what’s expected:

• The action must be 1-to-1, not shared with other businesses or third parties.
  
  
• The action cannot be implied; the user must take a clear step to opt in.
  
  
• If a user sends a text first, your response must only include relevant, requested information.
  
  

Examples of compliant CTAs:

• A customer enters their number on your website and checks a box confirming they agree to receive texts.
  
  
• A customer texts a keyword like “YES” to a specific number and receives a confirmation message with your brand name, opt-in confirmation, help info, and opt-out instructions.
  
  
• A customer opts in during a phone call or in-store interaction using an automated voice system.
  
  

Always include your URL if the opt-in happens on your website, and make sure your privacy policy and consent details are visible.

2. Missing or non-compliant opt-out message

Every legitimate SMS campaign must let users opt out easily. It’s not just a best practice—it’s required by carriers and industry guidelines.

Your messages must include a way for recipients to stop messages using one of these keywords: STOP, END, or UNSUBSCRIBE.

Key rules:

• Use spaces in opt-out phrases (for example, “STOP NOW” instead of “STOPNOW”).
  
  
• Include opt-out instructions in at least one message within your campaign.
  
  

Example:
“[Your Brand]: You have an appointment Monday at 2:30 PM. Reply YES to confirm or NO to reschedule. Reply STOP to unsubscribe.”

Missing this detail will almost always result in a 10DLC campaign rejection.

3. Missing or outdated privacy policy

Your privacy policy tells carriers how you handle user data. Without it, your campaign will not pass review.

According to CTIA guidelines, every campaign must include a readily accessible privacy policy that’s linked from your call-to-action. It should clearly explain how your business collects, stores, and uses customer information.

Campaigns often get rejected when a privacy policy:

• Is missing entirely.
  
  
• Shares user data with third parties for marketing.
  
  
• Doesn’t match the organization listed in the campaign submission.
  
  

Make sure your privacy policy is current, clear, and accurately represents your data practices.

4. Incomplete or non-compliant Know Your Customer (KYC) information

KYC verification confirms the identity of the organization sending messages. It’s a core part of The Campaign Registry’s compliance process.

Your brand name and Employer Identification Number (EIN) must match the entity actually sending the texts. If you’re a reseller, the KYC should reflect your client—the real message sender—not your software platform.

Incomplete or mismatched KYC data is one of the most common rejection triggers. Take time to double-check all your submitted details before sending your campaign for approval.

5. SHAFT-C content violations

Carriers prohibit content that includes Sex, Hate, Alcohol, Firearms, Tobacco, or CBD (SHAFT-C). These rules exist to protect consumers and keep messaging channels safe.

Even if your campaign itself doesn’t mention these products, your website or brand materials can cause a rejection if they include restricted content.

Important reminders:

• Alcohol and tobacco may be allowed only with verified age-gating and explicit consent.
  
  
• CBD-related websites are not allowed, even if the campaign doesn’t promote those products.
  
  

Always review your content and website before submitting. If any restricted material appears, carriers will deny your campaign automatically.

6. No online presence or verifiable website

A business without an online presence appears suspicious to carriers. They need to verify that your organization exists and operates legitimately.

If you don’t list a website, aggregators will search for one. If they can’t find your business—or find prohibited content on your site—your campaign will be rejected.

Maintain an active, professional website or verifiable social media presence that reflects your brand and services accurately. It builds trust with both carriers and customers.

7. Lead generation or affiliate marketing

Lead generation and affiliate marketing campaigns are not allowed on 10DLC. These use cases typically involve collecting or selling user data to third parties, which violates compliance guidelines.

If your opt-in process involves sharing information with other organizations, your campaign will be denied. Only direct, permission-based communication between your brand and your audience is permitted.

Keep your campaigns compliant and delivering

10DLC compliance may seem complex, but it’s really about trust and transparency. Each rule ensures users know who’s messaging them, why, and how to control their participation.

Before submitting a campaign, review these seven points carefully. A few small changes can prevent costly delays and keep your messages reaching the right audience.

If you’re unsure about any requirement, our team can help review your campaign setup, guide you through The Campaign Registry process, and make sure everything meets carrier standards.

Book a call with our team today to review your 10DLC campaign and keep your messaging compliant and reliable.

‍